The coronavirus outbreak and subsequent lockdowns mean that sales of car tyres especially have sustained a harsh blow around the world. But as measures introduced to halt the spread of COVID-19 begin to be eased, motorists will steadily begin to use their cars again, increasing demand. In the car tyre sector, high value, ultra-high performance segments could prove vital, as better potential margins offer attractive opportunities for increasing cashflow quicker. The other side of that coin is that motorists’ finances are also under pressure, putting the price they pay for their car tyres under even greater scrutiny. Could this, therefore, present an opportunity for mid-range brands to make a case for their products, offering more palatable performance compromises compared with premium rivals than the lowest-priced brands?
Motoring services website, MotorEasy has acquired tyre price comparison site Motokiki. The acquisition represents the latest addition to MotorEasy’s portfolio of motoring products, which includes insurances, fixed-price repairs, MOTs and servicing, and car leasing. Motokiki was launched in quarter four of 2018, backed by £3 million of equity investment from Maven Capital Partners and the Development Bank of Wales. It entered administration just under a year later, following the resignation of co-founder and CEO Debra Williams. MotorEasy’s announcement claims that Motokiki is “the only independent tyre comparison website”, but a recent Tyrepress survey of the UK market found eight current tyre comparison websites with a variety of approaches, including the independent user review site TyreReviews.co.uk, and Tyrepress’s sister site WhatTyre.com, which uses professional tyre reviews and experienced editors to rank tyres with its Tyrescore system.
The tyre comparison website WhatTyre.com will make its exhibition debut at Autosport International, from 9-12 January (Stand 3530, Birmingham NEC). Over the four show days, the site, which is operated by the same publisher as Tyrepress, will present its tyre comparison engine, which ranks more than 100,000 tyres using a unique TyreScore algorithm. WhatTyre will also host TyreSafe, which will assist with the site’s central message that high-quality new tyres are an excellent investment for motorists.
What Car? has launched a new television advert as part of its ongoing strategy to connect Britain’s new car buyers to its growing network of trusted dealers.
The advert – which debuts on 30 December – is What Car?’s first-ever television campaign and forms part of a larger media rollout that also includes paid social content, display and print advertising throughout the first three months of 2020.
We are all familiar with the likes of MoneySuperMarket, CompareTheMarket and Confused.com. Beginning with financial and insurance products, these sites set out to give consumers more choice and the ability to compare the prices. Owing to the fact that tyres are arguably more complex, the tyre industry has moved a bit slower when it comes to comparison. During the last year or so, however, tyre comparison has come of age. So, who are the main players, what are the differences and where did tyre comparison all begin?