Why the surge in EV cars is having an impact on the tire industry
Frédéric Baroin
Global Head of Automotive Business at Anyline
Electric cars are changing the face of the tire industry. Although batteries and performance receive most of the attention, tires are a hidden factor that most do not initially see as being impacted by this development and growth. But we are here to tell you that tires may actually be more important than anyone foresaw.
Need for Specialized Tires
One of the most impactful ways that EVs are impacting the tire industry is by increasing demand for tires. Unlike gas-powered vehicles, EVs are able to produce instant torque, which is good for the driver but harder on the tires themselves. Some EV companies have found that EVs could wear standard tires at a rate 30% faster than what the average gas-powered vehicle does. Real-world conditions could be even more extreme, with some drivers reporting mileage of only 20,000 kilometers per tire set!
More so, EVs require different tires than those placed on gas-powered cars. With the demand for electric vehicles on the rise, there is an increased need for specialized tires. Consider that electric vehicles tend to be built wider than traditional car tires as well. They also have a lower profile. This design helps to provide the tires with a larger contact patch on the ground. This helps to improve the vehicle’s stability and traction.
That demand creates a risk within the tire industry, meaning that it could be harder for manufacturers to keep up with this new level of demand. Not only is there a need for these new, specialized tires, but those already on the vehicle are going to wear down faster than what is normal for gas-powered cars. That’s due to their heavier weight, thanks to the batteries in these vehicles. There’s more load on the tires, putting more friction on them and causing them to wear down more.
Even with all of these challenges, it’s also important to realize that today’s driver expects their EV to perform at a higher level. They expect high power output and faster acceleration, which further puts demand on the tires.
Optimizing Tire Usage
As noted, there’s a need for specialized tires, and those tires wear out sooner. Having poorly serviced or worn-down tires creates a significant safety risk. This can cause accidents. That is why it is so important to have access to real-time data, allowing customers to know when they need to change their tires or get upgrades in place.
Our most recent survey found that 47% of Americans knowingly admitted to operating a vehicle with bald or extremely worn-out tires, and an additional 46% reported having experienced a tire blowout while operating the vehicle.
How can tire dealers fix this? One way to do so is to provide customers with the tools they need. That includes an app or a website that has an installed tire tread scanner. This would allow the customers to check their tire tread with the swipe of their phone, giving them more information about when it is time to get a new set of tires. For tire dealers, the goal would be to have real-time access to the tire’s status to optimize the tire’s wear cycle and lifespan.
Perfectionizing Tire Sales
Tires are expensive. Customers need to be sure that, when they buy them, they are buying the right one. One way to do this is by providing an online tire sales tool. Allow the customer to scan their tire data using a mobile tire scanning solution directly from their own smartphone. This can be linked to the company’s app or to its website. It allows dealers to encourage customers to scan their tires, find the tires that meet their needs, and ensure they are a perfect fit for the car, all before coming into the shop for service.
With the customers tire data updated regularly and in real-time, service providers and tire retailers have the ability to better track the customer’s driving habits and proactively recommend service and replacement. Not only does this help to increase tire sales, but more importantly, it ensures a consistently growing customer base by building engaging relationships with customers.
