E-mobility is changing the tire market

E-mobility is changing the tire market

Driving experience shows that electric cars have higher tire wear than combustion cars. It is therefore not surprising that drivers of electric cars have different priorities when buying tires than drivers of combustion engines. This is shown by the current UScale EV tire study. When making a purchase, buyers in the combustion engine world pay particular attention to the driving characteristics in special situations or weather conditions, i.e. those aspects that are the focus of tire tests. It's completely different for electric car drivers: The pioneers of electromobility place a clear focus on fuel consumption and smooth running. The next segment of buyers, the so-called early adopters, pay particular attention to wear and tear. For the EV tire study, UScale, a consulting and market research company for electromobility based in Stuttgart, surveyed 1,006 drivers of battery-electric cars from various buyer segments in January of this year about their tire purchasing behavior. For comparison, 501 drivers of combustion vehicles were included in the survey.

Potential for trade

While the tire industry is hesitant about developing and marketing special EV tires, there is clear interest on the user side - and thus unused potential. Because the differences mentioned lead EV drivers to take a closer look when buying tires. Three quarters of EV drivers know that there are special tires for electric cars. Half of them made sure that they were special EV tires when purchasing. However, only less than half of EV drivers feel well informed about EV tires in the purchasing process. Over half of those surveyed would (again) buy special EV tires the next time they buy. The proportion of the next segment of electric car buyers is even higher than that of the pioneers. Tire manufacturers and dealers are missing out on opportunities if they don't offer special EV tires. Axel Sprenger, founder and managing director of UScale GmbH, comments on the study results: "The tire industry has so far assumed that special tires are not necessary for electric cars. Technically that may be true. But from a marketing perspective, the industry is overlooking the opportunities: electric car drivers have different priorities than combustion engine drivers. It is therefore worthwhile for manufacturers and dealers to take a closer look at the wealthy group of electric car drivers."