Continental Research Reveals Serious Issue in Tyre Safety Awareness
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Continental exposes lack of tyre safety knowledge
Tyre safety knowledge among UK motorists remains worryingly low, according to new data released by Continental. The results highlight clear challenges for both retailers and service providers.
New research by Continental Tire has revealed significant gaps in tyre safety knowledge and maintenance habits among UK motorists, with two-thirds (66 per cent) of drivers unaware of the legal minimum tread depth, underlining the vital role the automotive sector can play in improving road safety through clearer advice and proactive customer engagement.
The research by Continental found that one in three motorists admit to knowingly continuing to drive despite experiencing a tyre-related issue. Confidence also drops when it comes to recognising danger, with just six in ten drivers saying they feel confident identifying an unsafe tyre. This raises concerns not only about roadside safety, but also about how knowledgeable drivers are when it comes to basic tyre care.
With tyre-related problems contributing to thousands of breakdowns and road incidents every year, the research highlights an urgent need for better guidance and support, both at the point of sale and through routine servicing and maintenance checks.
Confusion also extends beyond basic maintenance, with almost half (45 per cent) of drivers not understanding the difference between summer, winter and all-season tyres. Awareness of the EU tyre label remains limited, with 44 per cent saying it plays no role in their purchasing decisions.
Cost pressures are also influencing decision-making, with 22 per cent of motorists delaying tyre replacement for financial reasons, highlighting the importance of clear communication around safety, value and long-term cost benefits.
Steve Howat, General Manager of Technical Services at Continental, says: “This data underscores a clear challenge for the industry, but also a significant opportunity. Many motorists are making decisions with limited understanding of tyre safety, performance and legal requirements, often delaying essential replacements due to cost.
“The industry should use customer interaction as an opportunity to educate, from explaining tread depth and tyre labels to discussing seasonal tyre options and the risks of postponing replacements. Clear signage, visual demonstrations and straightforward conversations can all help bridge the knowledge gap and reinforce the value of expert advice.”
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