A new survey from premium tyre manufacturer, Continental Tyres, has found that the all-weather performance of tyres is the most influential factor for consumers when purchasing new tyres for their vehicle.
While 56 per cent of motorists want an all-encompassing tyre to tackle an array of weather conditions, mileage and fuel efficiency are also very important factors for consumers – as 48 and 46 per cent respectively listed these as key considerations when in the market for new tyres.
Thankfully all-season tyres, such as Continental‘s award winning AllSeasonContact tyre, are now an option in the UK and can be requested at most tyre retailers.
The AllSeasonContact was crowned the Best All-Season Tyre at the Auto Express Product Awards 2021 and uses a combination of the effective cold and wet performance characteristics found in Continental’s winter tyres, coupled with the precision handling and short braking distances in dry conditions of their summer tyres.
The study, which polled 2000 UK-based motorists, also examined more generally what influences consumers when purchasing their tyres. With just over half of motorists (52 per cent) stating that they purchase their tyres from brands that they trust.
Encouragingly, over one in five consumers now consult tyre test reviews before making their purchase. However, a third still rely on retailer recommendations, rather than conducting their own research, prior to fitting a new set of tyres.
Tracey Mortimer, Marketing Director at Continental Tyres, said: “Our study into consumer tyre buying behaviour offered some really interesting insights into what influences drivers, as well as posing an important question – why are consumers not researching tyre purchases with the same energy that we would for other products?
“For a purchase that is critical for our safety, we want to urge motorists to take the time to consider what characteristics they value in their tyre.
“While some customers can be deterred by the price of premium tyres, it is really important to recognise that these products have undergone years of stringent research, development and testing to formulate enhanced compounds, tyre tread patterns and construction. All of which equates to a tyre that performs in every driving situation and can also be more fuel efficient and quieter depending on the type of tyre you are buying.
“It is very encouraging to see that all-weather characteristics of tyres are particularly popular among consumers, with the temperamental conditions that we are accustomed to in the UK, it is no surprise that drivers want more protection on the road all year-round.
“Our AllSeasonContact tyre has set the benchmark for tyre performance in this category, and with its latest stamp of approval from Auto Express, it offers motorists significant confidence when looking for their next tyre purchase.”
The study was conducted following the introduction of changes to the EU Tyre Label, a labelling regulation originally introduced in 2012 which seeks to support consumers to make a better-informed purchase decision when it comes to their tyres.
Just like the energy ratings of domestic appliances, the EU Tyre Label provides consumers with standardised performance ratings for all tyres sold in the UK and Ireland, enabling them to make comparisons across brands when purchasing tyres.
The performance characteristics include a fuel efficiency rating, a rating for the tyre’s grip in the wet, an indication of the noise level generated by the tyre and now also snow and ice performance for tyres that fall into the winter performance category.
While the research found that 78 per cent of motorists are not aware that the EU Tyre Label has been enhanced, Continental Tyres anticipate the changes will ultimately raise awareness and get more consumers considering its values when purchasing their next set of tyres.
Mortimer continued: “Our advice to consumers is to pay attention to the EU tyre label the next time they are buying a tyre and if the tyre retailer does not automatically show them the tyre label, then to ask for it. And for anyone looking for a more detailed comparison of tyre performance, do some research and check out the widely recognised independent tyre tests and reviews”