Apr 2012: Which? Survey Reveals Lack of Customer Awareness

Premium UK consumer awareness magazine Which? recently published the ratings for the 2012 summer tyres and simultaneously conducted a survey amongst consumers about the new tyre labelling regulations.

It discussed the impact of the new energy labels that are to be placed on car tyres, come November 2012. The survey results revealed a major lack of awareness about this issue amongst customers.

The Survey Details

Which? conducted the survey with over 4000 people, consisting of both Which? members and members of the general public.

The survey results revealed that nine out of ten people surveyed were unaware that new tyre labelling regulations are going to come into force soon. And amongst the people who were aware that a tyre labelling change is on the cards, half of them were unclear as to exactly what these are.

On being made aware of the new tyre labelling parameters, seven out of ten consumers said that it would definitely affect their buying decision.

Which? has pointed out that this is an opportunity for tyre dealers and retailers to educate consumers about the tyre labelling legislation and enable them to make a more informed choice on their tyre purchase. Which? added that this will result in greater customer engagement.

EU Tyre Labelling Regulations – A Recap

The new tyre labelling regulations put forth by EU become legally mandatory as of November 1st 2012. As per these regulations, all tyres must carry information on wet braking distance, fuel consumption and noise levels on the label.

These parameters help evaluate the tyres for their safety as well as environment friendliness.

Survey Results in the April Edition of Whihc? Magazine

The survey results are published in detail in the April edition of Which? magazine.

This edition also contains the latest Which? ranking of summer tyres. Which? had tested a total of 26 models in the 14 and 16 inch sizes.

In the former category, supermini tyres of the size 165/70R 14T were considered, while the latter category was represented by 205/55 R16V, the medium family size.

The parameters considered in the test included wet and dry braking response, handling on wet and dry surface and wet grip on straight roads as well as during cornering. In addition, the tyres were evaluated on their fuel efficiency and noise level parameters.

The Which Rating for Summer Tyres

None of the tested tyres attracted the “don’t buy’ rating.

In the 14 inch size category, the top position with the ‘best buy’ stamp was received by the EcoContact5 from Continental as well as Michelin’s Energy Saver and the Cinturato P1 from Pirelli.

In the 16 inch category, the top tyres were Continental’s PremiumContact5, SP SportFastResponse from Dunlop and the OptiGrip from the stables of Goodyear.

Continental thus had a top spot in both categories.

Michelin Happy with Rating as well as Survey

Mr. Steve Dolby, Michelin Product Marketing Manager, while expressing happiness about the rating for their Energy Saver appreciated the Which? survey on tyre energy labels.

He said that it is important to increase awareness amongst consumers on this issue and help them in their tyre purchase decisions. And this survey conducted by Which? is the right step in that direction, he concluded.