Tyres are everywhere. Their primary function is to hold the vehicle on the road as a primary safety measure; however, they also have other very important functions, such as providing steering response and comfort for the vehicle's occupants. The car sector is the biggest user of tyres, with consumers demanding safety, performance, quality and environmentally friendly tyres, all delivered at a reasonable price. The European tyre market is extremely competitive - and one which is also under considerable pressure, not least because tyres are the most strictly regulated vehicle part in the EU (European Union). In addition, European tyre production has declined since 2007, whereas imports have grown steadily. The industry is also facing additional costs because of the EU Emissions Trading System, which is another burden on the industry's competitiveness. These factors all have a bearing on the current and future shape of the market. Like all sophisticated markets, Europe has seen an influx of tyre imports from Asia, particularly from China and India, but also more recently from Indonesia, and these have also influenced the market and affected tyre pricing. As a result, margins are exceptionally low.
The European car market faltered considerably between 2012 and 2013 as a result of a weak economy and correspondingly poor car sales. During that time, nearly every major manufacturer reduced their output and downsized their workforce, which in turn hurt the European tyre market. However, as the economy has recovered, and car sales improved throughout 2013 and 2014 into 2015, the tyre industry has also been revived. New vehicle registrations have bounced back strongly and these sales have directly boosted tyre manufacturing, development and sales demand.
- No player in the automotive after sales business came through the recession without being negatively affected.
- With tyres being replacement parts, replacement has in many cases been delayed, within the framework of legal regulations.
- With motorists reducing their spending significantly in the wake of the recession in a bid to save money, there has been considerable growth in the volume of budget tyres that are sold, especially to private consumers.
- At the same time, there has been a decrease in the volume of mid-range tyres, and a slight increase in the volume of premium products for business cars and cars in the premium segment. This latter category has been positively affected by the growing number of vehicles sold on personal contract purchase plans of PCPs. In many instances, the cost of servicing, maintenance and even accident repairs are borne by the manufacturer as part of the arrangement.
- In other words, PCPs provide hassle free driving, albeit at a cost. Breakdown costs, and even new tyres and windows may be covered too, although car insurance premiums are generally not included.
- As a result, vehicles fitted with premium tyres at the time of purchase are likely to be fitted with replacement premium tyres by the manufacturers as part of the PCP deal.
- This presents numerous challenges to distribution channels and manufacturers all across the automotive aftermarket, and tyre retailers are no exception.
- Every tyre distributor and manufacturer has had to contend with a decline in replacement rates, as service cycles are extended and tyre replacement is deferred; this has had the knock-on effect of keeping volumes stable, or in some cases has caused them to decline since 2011.
- With forecasts showing that volumes will be slow to grow and, in some countries, will continue to fall up to 2019, it will be a challenge for tyre retailers and manufacturers to remain profitable over this period.
- Declining replacement rates and deferred replacement have also led to low margins, resulting in intense competition at the dealer level.
- New competitors, the emergence of new channels, and the proliferation of brands from manufacturers, covering all price points from premium to low budget and private label, reinforce the low margins.
- As a result, the B2C business together with online routing strategies and the ability to offer additional products such as auto service will gain more importance in future.
"The European Tyres Market 2011-2019", a Trend Report by Verdict Retail, provides an executive-level overview of the European tyres market today, with forecasts of values and volumes up to 2019. It delivers deep quantitative and qualitative insight into the European tyres market, analyzing key trends in the market based on proprietary data from Verdict Retail's aftermarket databases.
It provides in-depth analysis of the following:
- Market size and forecast; a look at the total market size and forecast size for tyres in Europe, with an overview regional analysis.
- Market value and forecast; a look at the total market value and forecast value for tyres in Europe, with an overview regional analysis.
- Summary of main influences; an overview on the factors driving the evolution of the European tyres market.
Reasons To Buy
- This Trend Report helps executives build proactive, profitable growth strategies by offering comprehensive, relevant analysis of the European tyres market based on insights from within Verdict's proprietary aftermarket database, consumer insight from our bespoke annual survey and interviews with industry experts.
- The report is designed for an executive-level audience, boasting presentation quality that allows it to be turned into presentable material immediately.
- The broad but detailed perspective will help manufacturers and retailers to understand and succeed in the challenging tyres market.