Out of Sight – Out of Mind
According to results from Tyrecheck 2000, carried out by Police forces throughout the UK, as many as one in ten cars on UK roads may be running on illegal tyres, 27% are, at best, close to the end of their safe and legal life. That’s in excess of 13million illegal tyres in use every day. Imagine then the figures for faulty shock absorbers hidden out of sight? Recent research carried out in the UK suggested that over 6 million out of 25 million (24%) cars on the road were running on at least one faulty shock absorber.
Belgian research confirmed that this is not purely an UK problem when figures produced there showed 20-25% of motorists driving with faulty dampers. If the car driver is unaware of a problem, how can the industry realise the potential sales in the shock absorber aftermarket? The market is estimated by Datamonitor to be worth in excess of 124M Euro at Retail Selling Price (RSP) in the UK alone, and across Europe has a value of some 471M Euro at Manufacturer Selling Prices (MSP). How does the fast fit salesman persuade the customer that he needs a new shock absorber? Moreover, how does he persuade him that he needs to change a pair? More about this can be found in the December issue of TYRES & ACCESSORIES.