Electric mobility is transforming the tyre market – those who fail to adapt now will lose out
Electric mobility is transforming the tyre market – those who fail to adapt now will lose out
With the new EV Tyre Study, the market research company USCALE is expanding its analyses of user behavior in the electric mobility ecosystem. The results provide surprising findings: While the tyre industry is reluctant to develop and market special EV tyres, there is clear interest on the user side – and thus untapped potential.
Stuttgart, 29/04/2025
Electric cars have higher tyre wear than combustion cars. It is therefore not surprising that drivers of electric cars set different priorities when buying tyres than drivers of combustion cars. This is shown by the latest USCALE EV Tyre Study.
In the world of combustion engines, buyers primarily look at the driving characteristics in special situations or weather conditions when making a purchase – aspects that have so far been the focus of traditional tyre tests. Electric car drivers are different: The pioneers of electromobility have a clear focus on consumption and smooth running. The next EV buyer segment, the so-called early adopters, pay particular attention to wear and tear.
The differences mean that EV drivers take a closer look when buying tyres. Three quarters of EV drivers are aware that there are special tyres for electric cars. Half of them have paid attention to the fact that there are special EV tyres when buying. However, only less than half of EV drivers feel well informed about EV tyres in the purchasing process.
Over half of those surveyed would buy special EV tyres (again) the next time they make a purchase. In the next segment of electric car buyers, the proportion is even higher than among the pioneers. So tyre manufacturers and dealers are missing out on opportunities if they do not offer special EV tyres.
For the Germany EV Tyre Study, USCALE surveyed 1,006 drivers of fully battery-electric cars from various buyer segments in January 2025 about their tyre purchasing behavior. For comparison, 501 drivers of combustion vehicles were included in the survey.
Quote from Dr Axel Sprenger
“The tyre industry has so far assumed that special tyres are not necessary for electric cars. Technically, that may be true. But from a marketing perspective, the industry is overlooking the opportunities: EV drivers have different priorities than combustion engine drivers. It is therefore worthwhile for manufacturers and dealers to take a closer look at the affluent group of electric car drivers.”
The press handout with graphics can be found HERE.
You can find an study overview and the full content list of the EV Tyre Study HERE.
You can find a picture of Axel Sprenger HERE.
Company Abstract
USCALE is a consulting and market research company for electromobility based in Stuttgart, Germany. USCALE’s work is based on customer insights studies on all touchpoints of the e-mobility customer journey. USCALE is the only provider to have a panel specialized in e-mobility with over 10,000 panelists in German-speaking countries. USCALE studies show the pain points of users and the potential for all providers in the electromobility market.
Contact
USCALE GmbH, Silberburgstrasse 112, 70176 Stuttgart, GERMANY, media@uscale.digital