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Introduction
BBE Automotive GmbH has unveiled an extensive study shedding light on the tire replacement market in Germany. This comprehensive research, which includes thousands of interviews with car drivers and hundreds of CATI interviews with OEM dealers and IAM workshops, alongside detailed desk research, presents a thorough analysis of the current trends and future projections in the German tire market.
Key insights from the study
- Dominance of Premium and Quality Tires: Unlike the broader European market, the German tire aftermarket is dominated by premium and high-quality tires. This indicates a strong preference among German consumers for durable and reliable tire options.
- Shift from Brand Loyalty to Quality Standards: While brand loyalty has traditionally been strong, there’s a noticeable shift towards a focus on quality standards. Consumers are now more inclined to prioritize the quality of the tire over the brand name.
- Rising Market Share of Budget Tires: Budget tires have significantly increased their market share in recent years. This trend is expected to continue, although the rate of growth remains uncertain. The growing popularity of budget tires suggests that cost-consciousness is becoming more prevalent among consumers.
- Low Consumer Interest in Tires: Tires are not considered a high-interest product by many consumers. A large segment of car owners shows little concern or interest in the specifics of their tire purchases.
- Growth of the All-Season Tire Sector: The demand for all-season tires has surged, with sales more than tripling over the last decade. This growth is expected to continue in tandem with climate change, making all-season tires an increasingly popular choice among car owners.
- Decline of Pure Online Players: Pure online tire retailers are losing market share, indicating that their business model may be reaching its limits. This trend suggests a potential shift back to more traditional sales channels or hybrid models that combine online presence with physical stores.
- Consolidation in Wholesale and Workshops: The tire market is experiencing an ongoing consolidation process, both at the wholesale and workshop levels. This concentration may lead to fewer, but larger and potentially more efficient, players in the market.
- Potential of Demo Tires: The study highlights the demo tire segment as an area worth considering. These tires, often used for demonstration or short-term purposes, could present new opportunities in the market.
- Germany as the Largest Tire Market in Europe: Germany remains the largest tire market within the EU and neighboring countries. This makes it a critical region for tire manufacturers and retailers.
- Declining Emotional Attachment to Cars: While car ownership is still essential for many, the emotional attachment to vehicles is decreasing. This shift could influence consumer behavior and preferences in the automotive sector, including tire purchases.
Tire Market volume: Sales share by tire type 2013 vs. 2023 PC/4×4
In the last 10 years the sales of all-season tires for passenger cars (PC) and 4×4 have more than tripled, rising up to 32%.
Brand Orientation of consumers: Tire quality of sales via b2b online portals
A fifth of the tire sales of b2b portals are Budget tires; B2b portals deliver mainly to IAM workshops.
Conclusion
The BBE Automotive GmbH study provides valuable insights into the evolving tire replacement market in Germany. With a clear trend towards quality and budget-consciousness, alongside significant growth in all-season tire sales, the market is undergoing dynamic changes. As Germany remains a pivotal market in Europe, understanding these trends is crucial for stakeholders aiming to navigate the future of the tire industry effectively.
