‘Tyres are not a commodity’: Goodyear addresses drivers’ informed purchase decisions



According to a study conducted in South Africa, durability, comfort and performance are the main attributes drivers have in mind when considering their next tyre.


It is a common misconception that drivers treat tyres as a commodity and do not differentiate among different types and brands on the market. Research conducted by Ipsos demonstrates a slightly different picture. Nearly four out of 10 drivers remain focused on a specific brand during tyre replacement process. This translates to a growing number of consumers who believe having the right tyres is crucial and consider their performance before making their tyre choice.

According to the Ipsos research, respondents believe that tyres are ‘Extremely important. 95% of those surveyed believe that Durability along with Smooth & Comfortable Ride (94%) coupled with Long Lasting Tyre (94%) were the top three attributes when selecting a tyre. Performance (93%) ranked as the fourth highest priority while making their purchasing decision1.

Richard Fourie, Managing Director, Goodyear South Africa: “This is very telling for consumers in South Africa, where reports consistently point to damaged and poorly maintained tyres as a major cause of road accidents. Viewed in conjunction with the high road accident rates experienced in the country during the festive season and the upcoming Easter holidays, it is clear that making the right decision when buying tyres is vitally important.

The research findings prove that consumers prefer premium tyres which offer excellent performance in all driving conditions as well as efficiency and sustainability; in other words, they look for a perfectly balanced tyre. Premium tyre manufacturer Goodyear strives to answer this need with the newest generation of its highly acclaimed Eagle F1 Asymmetric family. 

Goodyear Eagle F1 Asymmetric 6: Delivering uncompromising performance 

Goodyear’s latest ultra-high-performance (UHP) tyre Eagle F1 Asymmetric 6 delivers a step forward in performanceand efficiency3. State-of-the-art technologies provide drivers with excellent grip, braking and handling in dry and wet weather conditions.

At the same time, a range of features make the Eagle F1 Asymmetric 6 EV-ready. A more aero-efficient sidewall reduces drag and improves mileage. Meanwhile, the varying sipe pattern works to dampen road noise. The tyre is also certified for a higher load rating to serve an EV market with typically heavier vehicles.

The tyre was named winner of Auto Bild4 summer tyre test, with the publication placing it first when compared to 49 other summer tyres. In addition, it was certified ‘Eco-Master’ for its efficiency, low rolling resistance and sustainability. Testers noted the tyres’ “premium tread pattern with exemplary performance on wet and dry slopes [with] outstanding mileage.”

Future-proofing for EVs

With the rise of EVs globally, drivers are increasingly conscious of a tyre’s impact on efficiency and sustainability. When consumers were asked in a Goodyear survey5 what characteristics they expect from an EV-ready tyre, almost one third (31%) prefer the value of a long-lasting tyre, while nearly another third (27%) look for an eco-friendly tyre with low environmental impact, and 18% look for lower overall road noise.

Sonia Leneveu, Director Marketing Consumer Europe, Goodyear: “Drivers demand more from tyres than ever before, and the trend towards highly informed buying decisions, with drivers focused on technology and sustainability, proves that tyres are not a commodity.

"There are a number of innovations associated with Goodyear Eagle F1 Asymmetric 6 that make it a very balanced tyre. It brings together Goodyear’s UHP tyre characteristics and EV-specific features, which are increasingly important as electric vehicles become more widespread.”

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