New data from Innocean Worldwide Europe suggests that low brand recognition levels in the European tyre markets mean challenger brands have an opportunity to step up and occupy increased market share. The research found that some 40 per cent of consumers have no idea what make of tyres is on their car – and almost half of buyers (46 per cent) spend less than five minutes in the decision making process before buying new ones. Therefore the study, which was published on 8 July, adds that because tyre brands are “failing to gain traction in the minds of consumers” this is a “golden opportunity for new challengers looking to shake up the market.”