80% of European drivers are in favour of tyre labelling
Just a few days before European tyre labelling became mandatory, Rezulteo conducted jointly with the Ipsos Research Institute, a study covering 5 European countries to get a better idea of what consumers expect when choosing their tyres. The main lesson drawn from this study: Although the initiative remains largely unknown, European consumers are very much in favour of tyre labelling. All consumers say they need more guidance when choosing their tyres.
On the same topic
The study entitled “Does tyre labelling meet Europeans consumer’s expectations?” was conducted among a representative sample of 2500 respondents in France, Germany, Italy, Spain and the UK. The target population for this study was made up of persons responsible for maintaining at least one vehicle in the household. Here are the main conclusions.
1. A consumer who needs guidance to choose his tyres...
71% of respondents said they need guidance when it comes to buying tyres, and rely on a professional to help them. A trend that is higher in Spain (74%) than in Germany (69%) or in France (69%).
2. … and would like more information to help him choose the right tyres
87% of respondents said they were interested – of which 45% were very interested – in receiving better information, particularly in terms of price, promotional offers and tyre performance. Spanish and Italian drivers placed greater emphasis on performance.
3. Tyre labelling, a relatively unknown initiative…
78% of respondents had not heard about the new label. The study reveals significant disparities between countries: German (65%) and Italian (73%) drivers are better informed than Spanish (82%), French (83%) and British (89%) drivers. In France, professionals have been less active in communicating the initiative than their European counterparts.
4. … but welcomed by the general public
80% of respondents said they were in favour of tyre labelling. Spanish (92%) and Italian (90%) drivers were more positive than German (66%) and British (67%) drivers.
5. Safety comes first
51% of respondents said that safety was the most important criteria when choosing tyres, followed by price (21%) and longevity (11%). British (35%) drivers say that price is more important than German (18%) and Italian (13%) drivers.
6. Drivers embrace wet braking performance
83% of respondents said that wet braking performance was the most important tyre labelling criteria, well ahead of rolling resistance (15%) and external rolling noise (3%). The ranking is similar in all countries which took part in the study.
7. Longevity should also appear on the label
68% of respondents say that longevity is the most important performance criteria to be added if tyre labelling was based on more than 3 criteria, ahead of wet road holding (64%) and driving comfort (41%). Longevity is more important in France (75%) and Spain (73%) than in Germany (63%) and Italy (59%).
8. Drivers are willing to pay more for better performances
85% of respondents said they were willing to pay more for a tyre capable of reducing the braking distance and rolling resistance. However, only 64% were in favour of reducing external rolling noise. As for price elasticity, opinions differ from one country to another: Italian and Spanish drivers consider braking performance and fuel savings to be more important than their neighbours.
The study was conducted between August 20th and 27th, 2012 among a representative sample of 2500 respondents in France, Germany, Italy, Spain and the UK.
- Population aged 18 and over in charge of the maintenance of at least one vehicle in the household.
- Country scope: France, UK, Germany, Italy, Spain.
- 500 interviewees per country, representative (after adjustment) of the target in terms of gender, age, region, and socio-professional category.
- Interviews were conducted online using an Ipsos online panel.
- The questionnaire included 30 closed questions and lasted around 10 minutes.
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