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The new car market has experienced consistent growth since the beginning of the year, with many drivers opting for the latest models or switching to more fuel-efficient vehicles. The sales of electric vehicles (EVs) are also on the rise, indicating that motorists are embracing this transition to battery-powered cars, motivated by both cost savings and environmental advantages.
As the number of new EVs on the roads increases, the market for used EVs is also evolving, significantly altering the future composition of the car fleet. This trend is generating a demand for tyres specifically designed for EVs, prompting drivers to seek the best options for their electric vehicles, particularly since many are new to EV ownership and wish to enhance their vehicles’ performance.
Selecting the appropriate tyres is crucial for EV drivers, presenting an opportunity for dealerships to optimize their services and revenues from vehicles that generally have fewer moving parts compared to traditional petrol or diesel cars. So, how can dealerships effectively recommend the right tyres for EVs?
Every EV, whether it’s a Renault Zoe or a Tesla Model Y, has distinct performance requirements. The same applies to vehicles with internal combustion engines (ICE). Simply categorizing tyres as EV or ICE can lead to confusion among drivers. It’s essential to select tyres based on the vehicle’s original equipment (OE) specifications, which means choosing replacement tyres that match those initially fitted to the vehicle. This strategy ensures that the vehicle’s safety, performance, and emissions control align with the manufacturer’s design.
Many drivers are experiencing their first EV and seek assurance regarding their vehicle’s reliability. Here, dealerships can build customer confidence by emphasizing the advantages of selecting premium tyres, which also meet the OE specifications.
Premium OE tyres, developed through extensive collaboration with manufacturers over the years, adhere to rigorous standards for rolling resistance, wet grip, and sustainability. They are designed to effectively manage high torque and the extra weight of batteries, optimizing range while minimizing emissions. This results in a smoother, more energy-efficient driving experience for EV owners, fostering customer loyalty and trust towards dealerships, as well as increasing revenue due to the higher costs associated with these tyres.
When upselling premium OE equipment, dealerships can effectively point out the unique benefits of premium tyres, thus strengthening the case for EV drivers to invest in them.
In the serene environment of an EV’s cabin, tyre noise can become more prominent without the sound of an engine to mask it. Premium tyres often incorporate noise-reduction technologies, including a specialized polyurethane foam layer affixed to the inner tread surface. This innovation cushions vibrations from the tyre before reaching the wheel and axle, ultimately diminishing road noise in the cabin. By suggesting tyres with such features, dealerships can enhance their relationships with EV drivers while boosting the probability of upselling premium OE equipment.
The opinions expressed here are those of the author and do not necessarily reflect the positions of Automotive World Ltd.
Steve Howat is Head of Technical Services at Continental Tyres UK & Ireland
The AutomotiveWorld.com Comment column is open to automotive industry decision makers and influencers. If you would like to contribute a Comment article, please contact editorial@automotiveworld.com
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