Tire manufacturers say the trend toward specialization in consumer tires will continue as vehicle demands and customer preferences multiply.
“We are seeing more specialized products in the market, including EV (electric vehicle)-specific tires, all-weather tires and commercial grade all-terrain tires,” says Drew Dayton, senior product planning manager, consumer tires, Yokohama Tire Corp.
Brad Robison, director of consumer product strategy for Bridgestone Americas Inc., says that in the long-term, EVs will continue to grow in popularity.
"As a tire manufacturer, that means we have a seat at the table for EVs’ long-term adoptability by ensuring we develop offerings that match their unique performance characteristics," he says, noting that tire dealers need to be “well-versed” in the performance demands EVs place on tires — specifically when it comes to wear and rolling resistance.
“As EV adoption rises, consumers are seeking tires with low rolling resistance, enhanced durability and noise reduction,” says Joaquin Gonzalez Jr., president of Tire Group International LLC (TGI).
On the light truck tire side, David Poling, vice president of research and development and technical at Giti Tire (USA) Ltd., adds that rugged-terrain (R/T) tires are gaining popularity.
“The R/T market, as an alternative to A/T (all-terrain) or M/T (mud-terrain), continues to grow every year,” says Poling. “Generally speaking, the R/T segment sits squarely between the traditional A/T and M/T markets, offering a more aggressive look to an A/T tire and more well-mannered, on-road behavior than an M/T.”
Jared Lynch, director of sales for passenger, light truck tires at Sailun Tire Americas, says R/T tires “offer the ability to tackle challenging off-road conditions, while still providing a smooth and quiet driving experience on highways, appealing to a wider audience that includes both weekend off-roaders and daily commuters.”
Nick Gutierrez, sales and marketing director for Sentury Tire USA, says tires designed for CUVs will gain momentum.
“CUVs and SUVs are becoming the new ‘family cars’ and light trucks are expected to surpass passenger vehicles in the original equipment market,” Jenifer Golba, senior vice president of consumer product marketing for TBC Corp., adds.
The rise of CUV tires also means larger sizes, according to Chris Lawrenz, senior outside sales representative for Maxxis Internatinal — USA. “There is a discernable trend favoring larger diameter light truck radial tire sizes, particularly those measuring 17-inches and above — with the 285/70R17 consistently emerging as the preferred option.”
Ultra-segmentation
Consumers are also focused on enhancing their vehicles’ performance, according to Moonki Cho, product manager for Hankook Tire America Corp.
“This consumer desire for an enhanced driving experience is not limited to just the sports and supercar categories, but also pertains to SUV and light-truck categories, in addition to more standard and compact vehicle segments,” he says.
Cho advises dealers to stock a wide range of options for “the enthusiast consumer who values a sportier driving experience.”
All-weather tires is another growing category that many manufacturers and suppliers are addressing.
Mike Park, assistant director of marketing at Tireco Inc., says that all-weather tires are ideal for consumers in regions with variable climates.
Another prominent trend is ultra-segmentation, according to Brandon Stotsenburg, vice president, automotive division, for American Kenda Rubber Co. Ltd.
“There was a time when there were only six size tire segments: passenger, performance, H/T, A/T, M/T and winter,” says Stotsenburg. “Now, according to some companies, there are over 19 segments. The fact that we have many smaller buckets in which to keep our tires is a situation probably not missed by the independent tire dealer.”
Stotsenburg says this doesn’t have to be a bad or intimidating thing for dealers.
“It gives you the opportunity to (create) a more satisfied customer, by dialing in on the vehicle, manner, frequency, distance, geography and the conditions in which they drive,” says Stotsenburg.
“The evolution of tires” will remain on track with advancements in vehicle technology, says Chris Tolbert, director of sales for Trimax Tire. “The light truck and SUV H/T, A/T and M/T have spun off R/T and X/T tires, with continued hybrid spinoffs. Passenger all-season and winter tires have spun-off high-performance, ultra high-performance, EV and all-weather. One tire to fit all does not work in today's world.”
Lifestyle trends
Tiremakers and suppliers say it’s important for tire dealers to be aware of consumer lifestyle trends affecting tire buying choices.
High inflation has caused more consumers to search for value in their tire purchases, according to Michael Mathis, president of Atturo Tire Corp. “Dealers need to be ready to offer value-oriented options across all tire categories,” he says. “This does not mean racing to the bottom of the price list with every consumer. There are still important differences in benefits and performance which need to be discussed with each customer individually.
“Look at the customer’s vehicle and discuss how and where they drive,” he continues. “Well-informed dealers can still earn a nice sale while matching the consumer with a tire which offers a better value and will still deliver a great experience.”
There also are more research tools at consumers’ fingertips, says Josh Benson, vice president of First Choice Sourcing Solutions (FCSS), which sells the Ironhead brand of tires. “Now more than ever, consumers can access a plethora of online resources to research product offerings, compare cost and place a particular importance on consumer reviews
Jenny Paige, director of product planning at Goodyear Tire & Rubber Co., mentions that safety, smart tires and digital integration are other current trends.
“Tires with advanced safety features, such as improved wet traction and shorter braking distances are in high demand,” she says. “The integration of digital technology in tires, such as sensors that monitor tire pressure and wear, are gaining traction. These smart tires provide real-time data to drivers, enhancing safety and performance. Dealers should stay informed about these innovations to offer the latest technology to their customers.”
Another consumer trend tire manufacturers are noticing is the fact that “consumers are keeping their vehicles longer and the annual vehicle miles traveled are returning to the higher pre-pandemic levels,” says Andrew Hyland, product manager for light trucks, 4X4 and on-road, Continental Tire the Americas LLC.
“From a tire dealer’s perspective, this further emphasizes the need for properly qualifying the consumer, ensuring the most appropriate tire choice is presented. Improved tread life will become a higher priority, while at the same time, safety is the most important factor in a consumer tire buying decision.”
Looking to the future
“As specialization increases, targeted tire performance continues to improve in all categories, but the options available to consumers are increasing and those options can be confusing,” says Yokohama’s Dayton.
Dayton says it is important for dealers to qualify consumers and educate them on tire technology and performance advancements.
On the other hand, Andre Oosthuizen, vice president of marketing for Pirelli Tire North America Inc., says that dealers should expect to see a growth in the EV segment as adoption of these vehicles continues.
“Consumers are also gravitating toward all-weather for their convenience, versatility and ability to handle year-round conditions, reducing the need for seasonal tire changes.”
FCSS’s Benson believes wheel diameters will continue to get larger and tire load carrying capacities will increase.
“Common examples of increased load carrying capacity are EV original equipment (OE) fitments and the growing movement from 10-ply to 12-ply in the replacement market,” he says. “Dealers need to keep this top of mind and have the replacement sizes for those fitments in the next two to three years.”
Giti’s Poling says that in the past, tires came in standard load and extra load. Recently, the industry has seen the introduction of high-load tires, which “will come standard on some EV and hybrid vehicles.
“High-load tires carry a higher load than extra load at the same pressure, usually on the order of two to three load indices. These tires will have HL in front of the tire size, but will also say ‘extra load’ on the tire, so the dealer should be careful in the application of replacement tires.”
Tiremakers agree that wheel diameters will continue to increase. “A key consumer tire trend is the shift toward larger weel sizes and vehicles, driven by both aesthetic preferences and performance needs,” says Bridgestone's Robison. “This has increased demand for high-rim diameter tires, especially for premium and high-trim vehicles.”
Hankook’s Cho agrees. “This trend has had a direct impact on the consumer's need for tires that fit and is an important consideration for dealers to keep in mind regarding inventory adjustments,” says Cho.
Specifically, Ken Coltrane, vice president of product development and marketing for Prinx Chengshan Tire North America Inc., says 21-inch sizes are getting more popular and are becoming more common even in lower-tier lines. “Until now, these sizes have mostly been available only in tier-one or tier-two brands,” says Coltrane, who adds that his company “is adding 21-inch sizes to our Fortune and Prinx value tier lines in 2025.”
Kenda’s Stotsenburg also predicts that size proliferation will continue. “As OE manufacturers continue to try to meet fuel efficiency requirements and more specialized performance requirements in multiple segments, new sizes will be born,” says Stotsenburg, citing sizes developed for the Toyota Prius (195/50R19) and Toyota Tundra (245/75R18) as examples.
“Alternately, as the aftermarket pushes the boundaries of cosmetic and actual performance in off-road conditions with desires to fit new trucks and SUV’s, taller and narrower tire sizes are just as likely to enter the market as taller and wider sizes.”
Goodyear’s Paige highlights connected and autonomous vehicle integration as another future trend. As more of these vehicles come on the market, tires will need to adapt and integrate to these systems, she says. “This includes features like self-monitoring for wear and tear, and the ability to communicate with the vehicle’s onboard systems for optimal performance.”
TGI’s Gonzalez says dealers should be ready for evolving tire shopping practices and preferences. “The future of tire shopping will blend technology and convenience, so dealers need to invest in tech-driven solutions and adapt their services to remain competitive.”
And just because a trend is “dead” doesn’t mean it will stay that way.
“A final thought on future trends — what is old will be new again,” says Atturo’s Mathis. “The obituary of the mud-terrain has been written many times over the years. Don’t forget that these types of tires have been on the market for over 50 years. They are not going away. Recent growth in all-terrain and hybrid tires have opened up the off-road category, but the mud-terrain (tire) will always be there. Don’t ignore this segment.”
