ARL Consumer Survey: Price Drives Tire Sales; Safety Information Is Lacking
The price of tires is a bigger factor in purchasing decisions than ever before, but expert service is also highly valued. A recent consumer survey by the Finnish Tire Association highlights the important role tire retailers play in providing safety information.
In the survey, 41 percent of respondents considered price to be the most important factor influencing their decision to buy tires. Tire retailers’ websites were the primary channel for finding information, and clear price displays were emphasized when choosing a retailer. The results were published in the Finnish Tire Association’s 2026 consumer survey.
However, the importance placed on safety is not always reflected in tire usage or knowledge. 46 percent of respondents reported having worn their old tires down to the minimum level required by law before purchasing new ones. Only 44 percent knew the legally required minimum tread depth for winter tires, even though the vast majority considered tires to be one of the most important safety factors in a car.
When it comes to customer service at tire shops, the results point to the importance of clear pricing and understandable advice regarding tire condition, features, and the optimal time for replacement. It’s worth explaining to customers what the different options mean for their driving and safety.
The survey was conducted by YouGov Finland on behalf of the Finnish Tire Association. Data was collected from April 29 to May 10, 2026, and the main questions were answered by 1,023 Finnish drivers aged 18–74 who are responsible for tire-related matters in their households.
