In a recession companies across industry sectors have been vying for consumer attention, and the tyre industry is no exception. From Continental to Michelin to Bridgestone, tyre advertising has really stepped up a gear throughout 2012 and its no surprise with the competition they are facing.
From lucrative sponsorship deals to TV advertising campaigns, big companies are investing in big names.
Motorists these days are spoilt for choice when it comes to purchasing new tyres, after all there are so many ways to get them. Gone are the days a motorist will visit a local garage to replace their new tyres, instead they are savvier than ever before and looking for the best deal any garage has to offer. Over 89% of consumers buy their new tyres or find a garage online, which means the way in which consumers buy has changed dramatically over the last ten years.
With the rise of the part-worn tyre industry, growth in new tyre sales is suffering, and manufacturers and garages alike are keen to do something about it. Motorists want cheap tyres and as a result brand loyalty is beginning to suffer. Gone are the days where a motorist can afford the luxury of replacing all four tyres at the same time; instead they run tyres to low tread depths getting every last possible mile out of their tyres. However motorists in their endevour to save money may be missing the point entirely.
When it comes to buying tyres sometimes the value lies in investing in a good tyre that will go the distance, rather than a budget tyre which will wear quickly on high performance vehicles. It seems manufacturers across the world are sitting up, and taking note that something needs to be done to expand and grow their customer bases so there is a return to brand loyalty. By investing in a tyre that suits a vehicle and its needs, a motorist may be saving money in the long run by spending initially. Our studies have shown the dangers of buying part worn tyres just to save a few pounds in the short run, and now the industry is beginning to step up its battle in promoting their own brands to consumers showing them the value in branded tyres.
But all this advertising doesn’t come cheap for the likes of Bridgestone, Michelin or Continental. Continental themselves this year launched a national TV campaign promoting the safety of their tyres under the message of “Keep your family safe”. Its messages like these which are likely to strike a chord with customers and hopefully make them think twice when they next choose their new tyres. Continental haven’t stopped there though, they’ve just announced that they are pairing up with ITV’s Dancing on Ice as their prime time sponsor, along with 2013 coverage of the England Football team.
Will all this investment pay off though? Only time will tell how much of an impact these large investments will have when it comes to consumers buying new tyres. One thing is for sure, the investment can only pay dividends in the future if it highlights the potential dangers of buying part-worn tyres, or tyres that are unsuitable for a motorists vehicle.
If you are planning on buying new tyres soon, why not consult our Tyre Expert who can advise you on what tyres will suit both your budget and vehicle…and most of all keep you safe.