Label ignorance prompts ATS Euromaster to launch info site
ATS Euromaster has launched a new section on its website dedicated to informing motorists about the European tyre label. The Michelin-owned fast fit chain decided to publish this information following an evaluation of an online survey it conducted, which showed up widespread unawareness of the label.
Almost 800 people responded to the online survey, and 86 per cent of these respondents knew nothing about the Europe-wide system that comes into effect in November 2012. Only two per cent of respondents said they were “fully aware” of it, while a further two per cent were “quite aware” and ten per cent “a little aware.”
ATS Euromaster believes that selecting the right tyre for both vehicle and customer will be simplified with the introduction of tyre labelling. Over 90 per cent of survey respondents agreed, acknowledging that labelling would influence and aid them when purchasing tyres.
“Currently, there is no objective, universal method for categorising tyres and this can make choosing tyres seem like a daunting task,” commented ATS Euromaster group marketing director Huw Williams. “We believe that the introduction of tyre labelling is a positive step for the industry – it will support the honest advice we already give our customers both online and in centres, which will in turn help them to make even better informed choices. However, these results clearly highlight that very few people are even aware that this new system will soon exist – even though the vast majority believe it will affect their decision-making.”
Of the people who participated in the survey, 55 per cent value wet grip as the most important quality covered by the label, 38 per cent considered rolling resistance the most important and just seven per cent exterior rolling noise. The poll also found that around 77 per cent of respondents would be prepared to pay more for a tyre that received a high rating for rolling resistance or wet grip. However, only 45 per cent of participants would pay more for a tyre with a favourable exterior noise rating.
The mini-site can be viewed here.
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