2009 may have been a “turbulent time” in the UK passenger car and van tyre markets, but some premium tyre manufacturers finished the year better than it started; and there are signs pointing to the recovery of premium manufacturer’s sell-in sales. That’s the view of Continental Tyre Group executives, who spoke to Tyres & Accessories at the company’s annual market trends briefing in London in December. As well as presenting the company’s influential overview of market sales and general trends, Conti representatives also gave a fascinating insight into how the government’s highly successful scrappage incentive scheme may affect future car sales.

Continental estimates the UK car, 4×4 and van tyre market totalled 33 million tyres in 2009, a slight drop over the final figure from 2008. However, while 2009 is said to have seen motorists hold off getting new tyre purchases, the overall numerical impact on the market is said to have been limited. Instead Continental re-affirmed that the UK tyre market has been experiencing a so-called “de-segmentisation” effect with consumers buying tyres of lower unit value and brand equity than they purchased pre-recession (something Tyres & Accessories first observed in May 2009 following strong Korean-brand tyre sales the preceding March). What is interesting about Continental’s analysis of this effect is that they are the only company so far to suggest that there is a significant group of consumers that are dropping two segments (premium to budget, for example), double de-segmenting if you will.