Creating a winter tyre market

When we contacted a number of tyre manufacturers to obtain information for this feature, we received a number of reactions along the lines of “Winter tyres? There’s not much call for them in the UK.” Some companies had to contact their mainland European offices for product details and the situation is neatly summed up by the fact that, if you want Michelin’s latest high speed winter tyre in the UK, it has to be ordered specially.

Perhaps this is not that surprising, as there is a shortage of winter tyres in mainland Europe, caused by the long winter which went on into March this year. One estimate is that winter tyre inventories are now around 15 per cent below normal, at six million units.
But the UK winter tyre market is minimal, mainly because we have light snowfalls over much of the country. However, you do not need snow for a winter tyre to be effective and to improve driver safety. The main supporter of this view is the head of Vredestein UK, Bert Stellinga. When he first came to the UK, he declared himself amazed at the tiny size of the UK winter tyre market and it is his ambition to see this grow.

If they are not designed for snow, then why fit winter tyres? The simple answer is that, when it is cold and wet – which, let’s face it, is more typical winter weather than snow – a winter tyre performs better than a summer version. Research showed that, in these conditions, braking distances were significantly shorter for winter-shod vehicles. The figure that you will see mentioned throughout the articles in this feature is +7ºC; below this, winter tyres outperform summer tyres.

Vredestein wanted to enhance winter tyre sales, so the company joined forces with a medium-sized car leasing company and the Euromaster chain of tyre retailers. The leasing company was looking at ways to differentiate itself from the herd and, after being convinced by a series of braking tests that stopping distances were indeed shorter on winter tyres (and by analysing accident statistics and finding that more happened in the winter) it came on board.

Says Bert Stellinga: “Back in 1995, winter tyres accounted for half of one per cent of Dutch tyre sales and, by the end of 2002, it was up to around seven per cent” he remembers. If we accept the rough figure of 25 million tyres in the UK replacement tyre market, then seven per cent equates to 1.75 million tyres, which is a figure that should be of interest to the manufacturers and to the tyre dealers too.