In case you have had your head in the sand over the last few months you will be well aware the EU tyre labeling came into full effect earlier this month on November the 1st. It marks the start of a significant change in the industry and the way in which consumers purchase replacement tyres. Officials hope that it will allow consumers to be more informed when buying a product the majority of the population know little about, but is essential. It is also hoped that the introduction of tyre labeling will encourage consumers to be more aware about how green their new tyres are. Almost two weeks in to the introductions, we investigate if EU tyre labeling is having the desired effect across the industry, or if it is an unnecessary introduction which people are not taking note of.
Bridgstones’ take on EU tyre labeling.
The Consumer Perspective:
We sent our users a short email questionnaire looking at various social demographics to pinpoint the exact impact EU tyre labeling has had so far. Below are our findings and testimonies from users.
“Just 19% of those surveyed were aware of the EU tyre labeling introductions.”
We asked users to TyreQuote.com if they were aware of the introductions, and only 19% said they were. However the proportion of users were looking for the best deals on tyres, focusing on price rather than tyre efficiency or performance. The fact that such a larger proportion of consumers are still unaware of the introductions highlights the need for media attention if tyre companies investments are going to pay off. There is no doubt that the majority of consumers are looking for the best deal rather that ensuring that their vehicle is fitted with the most appropriate tyres that will not only enhance performance but possibly cut fuel consumption.
“92% of consumers asked said they were able to read the new EU tyre labels with ease.”
One of the key issues within the industry is that consumers often have no idea about what they are buying, and the overall impact it can have on their vehicle and driving performance. Of course, for the majority of consumers knowing their stuff on tyres is not most people’s number one priority, so officials hoped that with these introductions members of the general public would be able to make a more informed and productive decision before purchasing tyres. The good news is that the general design of the new EU tyre labels has paid off, meaning that the public can make a choice based on what they feel is important to them; that is if they are not making their decision based primarily on price.
“83% of consumers feel price is the main factor in determining whether or not they buy a particular tyre.”
In such a difficult economic climate, consumers are looking to save money wherever possible and it seems that consumers are willing to compromise various factors in order to get what they believe is the best deal. However some consumers are beginning to take note of the benefits of tyres which cut fuel consumption.
The Garages Perspective
Speaking to some of our member garages its easy to see why they feel this change will help consumers make a better informed choice. Tyres are your connection to the road from the vehicle, however more and more people are pushing tyres limits, often meaning they become illegal and dangerous. The introduction of tyre labeling will allow road users to consider factors which they previously ignored or were ill-informed about.