In a highly dynamic and rapidly changing market scenario, all-season tyres seem to know no crisis as their market growth continues undaunted: what is becoming an increasingly important segment, considered convenient and comfortable by the consumer, to the extent that it now represents 31.2% of total sales volume, is showing a positive trend of 7.3% in units sold in the period January-September 2024. Sales are also growing thanks to a slight reduction in prices (-2.2% compared to 2023) caused by a more stable inflation rate, and to the aggressive market penetration strategy implemented by several import brands, which are enjoying considerable success. Specifically, global sales of four-season tyres amounted to 3.8 million units over the period, representing a turnover of more than €436 million. Of these sales, cars accounted for 79.5%, up from 2023; the share of sales in the light commercial segment is also growing, while the 4x4/SUV segment is slightly down (-0.3%).
As already mentioned, much of the increase in the volume of sales must be attributed to imported brands, which grew by 21%; however, in terms of performance, it was the budget brands that came out on top, growing by 23% and proving to be increasingly decisive in maintaining positive sales over time. Premium brands, which continue to hold the largest share of the market (38.5% of the total), remain stable (+0%). Inflation is another crucial issue, which has led to a steady increase in expenditure throughout 2023, followed by a fall in the consumer confidence index: this year the situation seems to be moving towards a period of stabilisation, with a slight fall in the average price, which has characterised all the recent months, in addition to the reducing effect brought about by the arrival of many budget brands: more specifically, according to the data available so far in 2024, there has been a fall in the average price compared with 2023, for an overall effect of -2.2% for the cumulative January-September period.
A further element that testifies to the good health of the segment is the amount of items being sold on the market: the available range, in fact, is expanding and now boasts over 8,200 items, a sharp increase compared to the approximately 7,600 of 2023 (+8.4%) at a much faster rate if compared to the total increase in models that dominate the tyre market (+0.5%); even analysing the number of suppliers, we have an increase in the all-season segment, in contrast to what is happening in the sector as a whole, where there is a slight decline. Ultimately, the all-season segment turns out to be the most appealing on the market in terms of potential and growth, supported by the progressive lowering of prices and by a wider and more varied offer than in the past, which make it more accessible and preferred by the average consumer: the market trend seems to suggest that there is still room for improvement, before reaching a physiological saturation phase.
All-season growth continues
