The choice of where to buy and replace tires is no longer driven solely by price.
At the latest edition of Service Day (October 2024), the Service Customer Study 2024 revealed that trust accounts for 40% of purchasing decisions—outweighing any other factor. This figure is particularly significant for authorized workshops and premium brands, where perceived quality holds greater weight than even price.
For motorists choosing independent workshops, price remains a more influential factor, but even in this segment, trust plays a central role. The study also highlighted different dynamics when it comes to purchase channels: customers of authorized workshops tend to turn more often to dealerships (29%), while those who prefer independent workshops mainly rely on tire specialists and repair shops (80%).
The most striking finding concerns e-commerce: 93% of respondents still prefer traditional purchasing methods. Despite the advance of digital channels, when it comes to tires, direct relationships remain the priority.
Looking ahead, the Service Customer Study 2025 will continue to track after-sales consumer attitudes. Its findings will be presented at Service Day 2025 (Verona, October 16–17), offering valuable insights for industry players as they rethink their sales strategies and customer relationship models.