The Garage 360

TYRES
How much do
motorists know
when it comes
to purchasing
new tyres?
Many consumers have only a limited understanding
of tyres, lacking awareness about the different
specialist products available to them, as well as how
and when to evaluate their condition. As the first
point of call for consumers, garages can take this as
an opportunity to educate and share their expert
knowledge, building trust and securing business
when replacement tyres are required.
By Shobhit Arora,
Country Sales Manager UK at Apollo Tyres
Apollo Tyres commissioned a survey in the UK to find out
how much motorists know when it comes to purchasing
new tyres, and the results were stark. For example, our
survey found that just 6% of motorists can correctly identify
a tyre’s ‘load rating’, which plays a vital role in the overall
performance and safety of a vehicle.
Customers should be made aware of the importance of
choosing a tyre with the correct load rating, in order for it
to perform as intended. This is especially important with the
growing popularity of electric vehicles, as the heavier weight
and higher acceleration put more stress on the tyre.
Correct pressures are essential to ensure optimum tyre
performance and safety. Tyre under-inflation reduces
vehicle stability, accelerates tyre wear and increases fuel
consumption. The tyre can overheat a low pressure, causing
irreparable damage, while excess pressures can reduce driving
comfort and safety due to inconsistent contact with the road
surface.
However, in the same survey, we found that just over half
of UK motorists conduct the recommended check of tyre
pressures at least once per month, including 15% who say they
check their tyre pressures weekly, and 11% once per fortnight.
Concerningly, 19% say they check once per quarter, 9% once
every six months and 3% say they complete a check just once
per year. 8% never check their tyre pressures.
It’s not just pressures that matters for effective tyre
operation. 15% say they never conduct regular checks of their
tread depth, which is important for grip and traction, especially
in wet or slippery conditions, preventing skidding and improving
overall vehicle control.
This lack of knowledge is concerning, but it also presents
an opportunity for garages to reach out to customers to
provide support and guidance. That helps build trust and will
increase the likelihood that the customer will come back to the
workshop when replacement tyres are required.
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