Tyres not a commodity – Goodyear

Goodyear wishes to address the “common misconception” that drivers view tyres as a pure commodity and don’t differentiate among different types and brands. Looking at the outcome of the Ipsos Category drivers and segmentation study 2022, which took place in France, Germany, Italy, Poland, Spain and the UK, Goodyear sees that a growing number of consumers believe having the right tyres is crucial. These tyre buyers look at performance characteristics before making their choice.

Results of this study show that 73 per cent of respondents believe tyres are ‘extremely important’ or ‘important’ and 37 per cent believe that tyres make their driving safer. While knowledge of specific benefits showed room for improvement, with just 16 per cent and ten per cent of respondents respectively acknowledging that a tyre can help control the car in all weather conditions and can improve vehicle handling, and only a paltry eight per cent identified the tyre as a factor that could lower fuel costs, 85 per cent of drivers reported that they consider the performance of a tyre while making their purchasing decision.

The rise of electric vehicles across Europe and globally is driving an increased awareness of the impact tyres have upon efficiency and sustainability. When Goodyear asked consumers what characteristics they expect from an EV-ready tyre, 31 per cent said they prefer the value of a long-lasting tyre, while 27 per cent look for an eco-friendly tyre with low environmental impact and 18 per cent look for lower overall road noise.

Drivers demand more

“These findings prove that consumers prefer premium tyres which offer excellent performance in all driving conditions as well as efficiency and sustainability; in other words, they look for a perfectly balanced tyre,” comments Goodyear.

“Drivers demand more from tyres than ever before, and the trend towards highly informed buying decisions, with drivers focused on technology and sustainability, proves that tyres are not a commodity,” says Sonia Leneveu, Goodyear’s Director Marketing Consumer Europe.