Tyre labelling legislation IS influencing consumers

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It has been almost a year since the European tyre labelling legislation was introduced and it already appears to be influencing the way vehicle owners buy their new tyres.

A recent study has revealed that while only 54 per cent of consumers are aware of tyre labelling, an impressive 71 per cent of those in the know admit it has influenced their purchasing decision. According to the consumers they “utilised its gradings on three performance criteria before making their purchase”.

The data was compiled in June and July 2013 by Ipsos MarketQuest on behalf of Goodyear Dunlop and it incorporates the views of around 4,200 consumers from the UK, Germany, France, Italy, Spain and Poland, who had bought new tyres over the past six months.

The aim of the tyre labelling legislation is to allow motorists to make more informed choices about the new tyres they chose.

Before the tyre labelling law was introduced last November, many vehicle owners simply ordered like-for-like replacements or were guided by retailers, which in some cases meant they were getting the tyre which guaranteed the supplier the biggest margin or met a sales target.

Now the tyre labelling regulation has made it easy for drivers to select their new tyres based on how they perform in three key areas: safety, fuel economy and noise.

This means that for the first time, whether motorists are buying new tyres, whether they are economy, mid-range or premium brands, they can see for themselves how they measure up to the competition and what they are getting for their money.

The label, which is similar to those on white goods such as fridges and washing machines, is the same for all makes of new tyres, so vehicle owners will be able to make a proper comparison between a Bridgestone and a budget tyre or a mid-range and a Michelin.

Different aspects of the tyre labelling legislation appeal to different consumers. Wet grip performance should be important to all motorists, however, others might be concerned about fuel economy, but less influenced by the noise the tyre emits.

For more information about the tyre labelling regulation and how to apply it to buying the right new tyres, go to http://www.etyres.co.uk/tyre-labelling.

etyres supply and fit a wide range of new tyres at highly competitive prices and its customers benefit from its free mobile service which means they can have their new tyres fitted at their home or work.

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