Apollo Tyres: retailers and fitters retain leading role in shaping tyre purchase decisions, new survey finds.
- 41% of car owners in Italy identified retailers and fitters as their most important source of information when choosing replacement tyres
- Those aged 65 or older are the most likely to rely on retailers and fitters for guidance when selecting replacement tyres
- The survey also found that cost and safety are top priorities for consumers searching for replacement tyres online
Tyre retailers and fitters across Italy play a critical role in guiding consumers’ purchase decisions when they come to select replacement tyres, according to new research commissioned by Apollo Tyres Ltd.
When asked “what is the most important source of information when choosing a replacement tyre brand?” 41% of car owners cite “recommendation from a tyre fitter / retailer.” That is significantly ahead of the next most influential sources of guidance: “online reviews from independent experts, including specialist car publications and websites” (16%), “recommendation from car manufacturer / a direct replacement for what was previously fitted to the car” (15%) and “online customer reviews” (10%).
The Apollo Tyres survey, conducted among 1,000 car owners in Italy, identified that reliance on input from tyre fitters and retailers is highest among those aged 65 and over (61%), and lowest among those between 18 and 24 (29%). Younger car owners are more likely than those in other age categories to seek guidance from “online reviews from independent experts.”
The survey also looked at factors that consumers prioritise when searching for replacement tyres online. At the top of the list was “the safest tyre” (mentioned by 27%), followed by “the most efficient tyre” (20%), and “saving money” (19%) and “the best performance-focused tyre” (18%). Financial considerations are the biggest priority for those aged 55 to 64 (23%), and less crucial for those aged 65 and over (8%).
Paul Eidhof, Head of Cluster North West at Apollo Tyres Ltd, commented: “While many car owners will start their research into replacement tyres online, it’s clear that fitters and retailers continue to play a critical role in guiding final purchase decisions. We will continue to explore new ways to support customers in Italy as we further expand our product portfolio over the coming years.”
Apollo Tyres has invested heavily in the research and development of Vredestein tyres to create a comprehensive range of premium products suitable for all vehicle types, from compact hatchbacks to high-performance sports cars and SUVs.
FINE
24 July 2025
Anicecommunication, media relations Apollo Tyres – Vredestein Italy
