As electric vehicles (EVs) become mainstream, their impact on tyre buying behaviour is becoming more apparent. A new study from German consultancy USCALE suggests the tyre industry risks falling behind if it fails to acknowledge and respond to these shifting consumer priorities.
The EV Tyre Study surveyed over 1,000 EV drivers in Germany and compared their responses to those of 500 combustion engine drivers. It found that EV users place greater emphasis on wear, rolling resistance, and consumption than traditional drivers, who typically prioritise grip and handling in specific driving or weather conditions.
This divergence reflects the unique demands of EVs. Heavier battery weights, higher torque, and regenerative braking all contribute to increased tyre wear, particularly on front axles. Early EV buyers—described as pioneers—focused on efficiency and low rolling resistance. Now, as early adopters join the market, attention is shifting towards durability and long-term cost-effectiveness.
According to the study:
▪ 75% of EV drivers are aware that EV-specific tyres exist
▪ 50% considered this when purchasing
▪ Fewer than 50% felt well informed during the buying process
This suggests a growing appetite for specialised tyre products, but also highlights a communication gap. Despite technical arguments that many tyres are already suitable for EVs, the study’s authors believe the industry is missing a clear market opportunity.
Dr Axel Sprenger, Managing Director at USCALE, argues that manufacturers and retailers need to better align their offering with customer expectations:
“Technically, special tyres may not be essential for EVs. But EV drivers have different priorities. There’s a clear case for manufacturers and dealers to pay more attention to this growing customer group.”
The study reinforces that EV buyers represent a well-informed, high-value segment willing to consider new features—if they are clearly explained and positioned correctly.
As EV ownership expands, tyre design and messaging must evolve in tandem. Beyond product performance, the industry needs to invest in education and clear labelling to meet the needs of EV customers. Wear resistance, rolling efficiency, and vehicle-specific fitments are quickly becoming essential in the EV aftermarket space, especially as fleets and premium consumers demand long-term value from every component.
Tagged with: EV tyres, electric vehicles, tyre wear, rolling resistance, tyre marketing, EV tyre trends, USCALE study, Germany EV market
Disclaimer: This content may include forward-looking statements. Views expressed are not verified or endorsed by Tyre News Media.
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