By Oliver Hall
Pirelli has made a bold move in an attempt to persuade motorists to trade in their old tyres for new eco-friendly alternatives.
The Italian tyres makers are offering incentives, including free fuel, for customers who switch to their ‘green’ tyres as part of the new initiative.
The offer is a totally self-financed initiative, but it follows along similar lines to the ‘scrappage’ scheme where the government offers car buyers around £2,000 to trade in the vehicles over nine years old for more environmentally-friendly cars.
The aim is to sustain demand at a difficult time for the economy and stimulate the use of low environmental impact products, according to Pirelli.
The company hopes it will prompt vehicle owners whose tyres are below the legal tread limit of 1.6mm to replace them promptly.
The incentive for substitution of worn tyres is part of Pirelli’s program to develop solutions and products that are more and more innovative and ecological, as announced in the 2009-2011 industrial plan presented by the Group last February.
Pirelli will announce the full details of the incentives shortly.
Customers concerned about the expense of replacing their old tyres can save money with etyres, the UK’s leading online tyres retailer. Etyres operates a mobile fitting service which means there are no expensive depots to run and low overheads mean cheaper prices for customers, up to 40% lower than high street tyre depots.