Retailers and fitters retain leading role in shaping tyre purchase decisions, new survey finds

Tyre retailers and fitters across Europe play a critical role in guiding consumers’ purchase decisions when they come to select replacement tyres, according to new research* commissioned by Apollo Tyres Ltd.  

When asked “what is the most important source of information when choosing a replacement tyre brand?” nearly a third of car owners (30%) cite “recommendation from a tyre fitter / retailer.” That is significantly ahead of the next most influential sources of guidance: “online reviews from independent experts, including specialist car publications and websites” (18%), “recommendation from car manufacturer / a direct replacement for what was previously fitted to the car” (17%) and “online customer reviews” (11%). 

The survey identified that reliance on input from tyre fitters and retailers is highest among those aged 65 and over (45%), and lowest among those between 18 and 24 (18%). Younger car owners are more likely than those in other age categories to seek guidance from “online reviews from independent experts.”  

The survey also looked at factors that consumers prioritise when searching for replacement tyres online. At the top of the list was “saving money” and “the safest tyre” (both mentioned by 26%), followed by “the best performance-focused tyre” (19%), “the most efficient tyre” (16%), and “most comfortable tyre for ride quality and noise” (13%). Financial considerations are the biggest priority for those aged 35 to 44 (28%), and less crucial for those aged 18 to 24 (21%). 

Yves Pouliquen, Vice President Commercial EMEA at Apollo Tyres Ltd, commented: “While many car owners will start their research into replacement tyres online, it’s clear that fitters and retailers continue to play a critical role in guiding final purchase decisions. We will continue to explore new ways to support customers across Europe as we further expand our product portfolio over the coming years.” 

Apollo Tyres has invested heavily in the research and development of Vredestein tyres to create a comprehensive range of premium products suitable for all vehicle types, from compact hatchbacks to high-performance sports cars and SUVs.

 Note to editors 
*Survey conducted by OnePoll; 1,000 respondents in each market.