Retailers and fitters, a leading influence in tyre sales
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A recent tyre industry report commissioned by Apollo Tyres has revealed that tyre retailers and fitters throughout Europe play a critical role in guiding consumers when it comes to purchasing replacement tyres.
As when asked ‘what is the most important source of information when choosing a tyre brand?’ Almost one third or car owners (30 per cent) confirm ‘A recommendation from a tyre fitter’ whilst other less popular answers include ‘online reviews from independent experts, including specialist car publications and websites’ (18 per cent), ‘recommendation from car manufacturer (17 per cent). Or a direct replacement for what was previously fitted to the car’ (18%) and ‘online customer reviews’ (11%).
The survey also 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 (26 per cent), followed by ‘the best performance-focused tyre’ (19 per cent), ‘the most efficient tyre’ (16 per cent), and ‘most comfortable tyre for ride quality and noise’ (13 per cent)). Whilst financial considerations are the biggest priority for those aged 35 to 44 (28 per cent), and less crucial for those aged 18 to 24 (21 per cent).
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 tyre choices. We will continue to explore new ways to support customers across Europe as we further expand our product portfolio over the coming years.
Yves Pouliquen, Vice President Commercial EMEA at Apollo Tyres Ltd
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.
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