By Denna Bowman
Vehicle owners who want to save money during the recession are looking for value for money, not necessarily cheap tyres, according to a top Michelin executive.
Despite the global economic downturn many consumers are not prepared to sacrifice safety and quality, which is helping the premium car tyres brand to increase its market share.
Scott Clark, COO of Michelin Americas Small Tyres, revealed: “Not all consumers are created equal – different consumers have very different needs.
“There’s no question there are a lot of consumers looking for the cheapest tyres they can find. But we clearly see in the Michelin brand’s performance that certain customers, despite the economic environment, remain committed to buying the best tyres they can find.
“There are also the customers who, before they make any big-ticket purchase, want to make sure they’re getting the best return they can on their money, and that also benefits the Michelin brand.
“Some consumers are trading down, but some are trading up, which is why Michelin continues to gain market share.”
Savvy consumers who shop with etyres are discovering that they can still afford premium brands, like Michelin and Pirelli, at prices up to 40% cheaper than the leading high street tyre depots.
This is because etyres, the UK’s first online tyres retailer, operates a mobile fitting service which means overheads are low and the savings are passed on to customers in the form of cheaper prices.