The coronavirus outbreak and subsequent lockdowns mean that sales of car tyres especially have sustained a harsh blow around the world. But as measures introduced to halt the spread of COVID-19 begin to be eased, motorists will steadily begin to use their cars again, increasing demand. In the car tyre sector, high value, ultra-high performance segments could prove vital, as better potential margins offer attractive opportunities for increasing cashflow quicker. The other side of that coin is that motorists’ finances are also under pressure, putting the price they pay for their car tyres under even greater scrutiny. Could this, therefore, present an opportunity for mid-range brands to make a case for their products, offering more palatable performance compromises compared with premium rivals than the lowest-priced brands?