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Tires - US - November 2014

“The US tires market struggles to remain relevant to most consumers, and younger consumers in particular. This pattern of disregard for tires contributes to a vicious cycle in which tires of younger drivers need to be replaced more frequently and their confidence in tire performance continues to dwindle. Tire manufacturers have the chance to turn these attitudes and practices upside-down with new ways to excite young consumers about finding the ideal tire for them and taking better performance of those tires to extend their lives. Getting consumers to shift their behaviors is the tire manufacturer’s best bet for garnering meaningful brand loyalty.”
– Tim Healey, Automotive Analyst

This report answers the following questions:

  • Are tire manufacturers innovating in ways that matter?
  • Can younger consumers be taught to pay more attention to their tires?
  • What would it take to generate brand loyalty in the tires market?

Between 2009 and 2014, the US retail tires market added a record $9.01 billion in sales. This remarkable growth was driven mostly by pent-up, recovery-induced demand, rising material costs, causing an increase in the retail sales price of tires, and different purchasing patterns for tires among Millennials, some of whom entered the automobile market on their own during this period.

Between 2014 and 2019, Mintel estimates that sales will increase, as the market will be free of the exogenous shocks that spurred growth over the last five years. However, the market is poised for even more rapid growth if manufacturers, marketers, and retailers can find new ways to motivate consumers to think about their tires. Differentiated brand messaging, more consumer education on the importance of tire maintenance and choosing the right tire for one’s vehicle to begin with, and better distribution of tire brands in independent retailers throughout the country can help individual brands outperform the market in the years to come.

For the purpose of this report, Mintel uses the following definitions:
As defined by this report, the replacement tire market are those sold for passenger cars and light trucks, including all subcompact, compact, midsized, or full-sized sedans, hatchbacks, or convertibles; compact, midsized, or full-sized truck-based SUVs; compact, midsized, or full-sized car-based crossovers; minivans or MPVs; compact, midsized, or full-sized pickup trucks or vans; any type of hybrid electric, electric, or alternatively fueled vehicle; any type of luxury vehicle; any type of classic car; or any variation above, so long as it’s for noncommercial use.

This report excludes the following:

  • Rims and wheels
  • Used and retreaded tires
  • Tires sold for public service vehicles, motorcycles, bicycles, and nontravel-related vehicles including race cars, go-carts, buses, planes, trailers, race cars, golf carts, commercial hauling trucks and vans, and building construction vehicles.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Overview
                      • The market
                        • Record post-recession growth in the tires market set to stabilize in the future
                          • Figure 1: Total US retail sales and fan chart forecast of tires, at current prices, 2009-19
                        • Market drivers
                          • Market segmentation and retail channels
                            • A market made mostly of passenger tires
                              • Independent tire dealers continue to dominate, but value poised to rise
                                • The consumer
                                  • Asian, Hispanic, and Black respondents considerably more likely than White respondents to have made a tire purchase within the last year
                                    • Figure 2: Time of last tire purchase, by race/Hispanic origin, September 2014
                                  • Consideration and purchase concentrated among the top five brands
                                    • Figure 3: Brands of tires considered, September 2014 and brands of tires bought in last 12 months, April 2013-June 2014
                                  • Independent tire discounters command the largest proportion of retail sales
                                    • Figure 4: Tires purchased at automotive retail stores, April 2013-June 2014
                                  • Tire durability and comfort more important than most performance features
                                    • Figure 5: Important tire features, September 2014
                                  • Millennials less concerned with tire maintenance, not convinced tires will perform as promised
                                    • Figure 6: Attitudes toward tires and shopping behaviors, by Age, September 2014
                                  • What we think
                                  • Issues and Insights

                                      • Are tire manufacturers innovating in ways that matter?
                                        • The issues
                                          • The implications
                                            • Can younger consumers be taught to pay more attention to their tires?
                                              • The issues
                                                • The implications
                                                  • What would it take to generate brand loyalty in the tires market?
                                                    • The issues
                                                      • The implications
                                                      • Trend Applications

                                                          • Trend: Prove It
                                                            • Trend: Return to the Experts
                                                              • Trend: Prepare for the Worst
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Post-recession pop in tire sales may flatten in the future
                                                                    • Figure 7: Total US retail sales of tires, at current prices, 2009-19
                                                                    • Figure 8: Total US retail sales of tires, at inflation-adjusted prices, 2009-19
                                                                  • Fan chart forecast
                                                                      • Figure 9: Total US sales and fan chart forecast of the tires market, at current prices, 2009-19
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Millennials and their parents are the key to the future of the tires market
                                                                        • Figure 10: Population by age, 2009-19
                                                                      • Hispanic, Black, and Asian consumers all more likely to purchase tires
                                                                        • Figure 11: Population by race and Hispanic origin, 2009-19
                                                                      • Macroeconomic trends favorable for more frequent, premium tire replacement
                                                                        • Figure 12: Consumer Sentiment Index and unemployment, 2000-14
                                                                        • Figure 13: DPI rate of change versus previous month and year ago February 2007-July 2014
                                                                      • Substantial income inequality means a majority of Americans spend less on and buy fewer tires
                                                                        • Figure 14: Household income distribution, US, 2013
                                                                      • The number of Americans with driver’s licenses continues to increase…
                                                                        • Figure 15: Number of licensed drivers in the US, 2001-2011
                                                                      • …but the number of miles driven remains nearly constant
                                                                        • Figure 16: Total annual miles driven, 2003-2013
                                                                      • Average age of US vehicles continues to increase
                                                                        • Figure 17: Average age of passenger cars and light trucks, 2004-13
                                                                      • The US is a net importer of tires, mostly from China, Japan, Korea, and Thailand
                                                                        • Figure 18: Balance of trade in tires, top five trading partners, 2009-114
                                                                    • Market Segmentation

                                                                      • Key points
                                                                        • Passenger tires show a slight increase in share
                                                                          • Figure 19: Total US Retail sales of tires, by segment, at current prices, 2012 and 2014
                                                                        • Post-recession boom in passenger tires segment, poised for moderate future growth
                                                                          • Figure 20: Total US Retail sales of passenger tires, at current prices, 2009-2019
                                                                          • Figure 21: Total US Retail sales of passenger tires, at inflation-adjusted prices, 2009-2019
                                                                        • Light trucks also enjoyed post-recession boom, but will not sustain growth
                                                                          • Figure 22: Total US Retail sales of light truck tires, at current prices, 2009-2019
                                                                          • Figure 23: Total US Retail sales of light truck tires, at inflation adjusted prices, 2009-2019
                                                                      • Retail Channels

                                                                        • Key points
                                                                          • Independents dominate, but auto dealerships are one of the fastest-growing channels
                                                                            • Figure 24: Total US retail sales of passenger and light truck tires, by channel, at current prices, 2012-14
                                                                          • Value players lose share to dealerships and tire-owned stores, but are poised for a comeback
                                                                            • Figure 25: Total US retail sales of passenger and light truck tires, by channel, at current prices, 2009-14
                                                                            • Figure 26: Market share of sales of passenger and light truck tires, by channel, 2009-14
                                                                        • Leading Companies

                                                                          • Many players in the market, but the top three control nearly half of all sales
                                                                            • Figure 27: Market share of sales of passenger and light truck tires, by channel, selected tire brands, 2009-14
                                                                          • Goodyear
                                                                            • Michelin
                                                                              • Bridgestone Corporation
                                                                                • Cooper Tires
                                                                                  • Yokohama
                                                                                    • Continental Tires
                                                                                      • Pirelli
                                                                                      • Innovations and Innovators

                                                                                        • Innovation is still possible, but manufacturers must go to extremes
                                                                                          • Goodyear Tow365 service and app
                                                                                            • Michelin delivers what consumers want – longer-lasting tires
                                                                                              • “My Firestone” gets consumers to consider tires on their mobile devices
                                                                                                • Pirelli fashion – PZero Moda Project
                                                                                                • Marketing Strategies

                                                                                                  • Overview of the brand landscape
                                                                                                    • Theme: Mostly performance promoted on TV
                                                                                                      • Michelin promotes premium tire performance on TV
                                                                                                        • Figure 28: Michelin, Michelin premier all-season tire tv spot, March 2014
                                                                                                      • Firestone breaks the performance mold; appeals to history
                                                                                                        • Figure 29: Firestone, Pick-up commercial tv spot, April 2014
                                                                                                      • Theme: Racing endorsement as a proxy for performance
                                                                                                        • Goodyear drives NASCAR
                                                                                                          • Michelin Motorsports and Porsche Club Racing
                                                                                                            • BF Goodrich goes off-road in Baja
                                                                                                              • Theme: Functional or fun efforts for tire companies in social media
                                                                                                                • Goodyear as an ambassador of good cheer
                                                                                                                  • Social identify solidifies Michelin’s long, proud history of driving safety
                                                                                                                    • #RollWithCooper Twitter promotional campaign
                                                                                                                      • #PirelliMySUV Instagram photo contest
                                                                                                                        • Theme: Dealerships and tire discounters see tire services as a way to drive repeat business
                                                                                                                          • Roll with Toyota tire event
                                                                                                                            • Figure 30: Roll with Toyota mailer, October 2014
                                                                                                                          • Fall into Honda genuine service
                                                                                                                            • Figure 31: Fall into Honda genuine service mailer, October 2014
                                                                                                                          • Tire Kingdom offers buy three get one free
                                                                                                                            • Figure 32: Tire Kingdom buy 3 get one free e-mail, October 2014
                                                                                                                        • Time of Last Tire Purchase

                                                                                                                          • Key points
                                                                                                                            • Most consumers have purchased tires fairly recently
                                                                                                                              • Figure 33: Time of last tire purchase, September 2014
                                                                                                                            • Men more likely to have replaced tires within the last year
                                                                                                                              • Figure 34: Time of last tire purchase, by gender, September 2014
                                                                                                                            • Younger respondents (18-34) more likely to have replaced tires within the last year
                                                                                                                              • Figure 35: Time of last tire purchase, by age, September 2014
                                                                                                                            • Highest-income consumers more likely to have replaced tires within the last year
                                                                                                                              • Figure 36: Time of last tire purchase, by household income, September 2014
                                                                                                                            • Larger households likely means more vehicles, more frequent tire placement
                                                                                                                              • Figure 37: Time of last tire purchase, by household size, September 2014
                                                                                                                            • City drivers more likely to have replaced tires in the past year
                                                                                                                              • Figure 38: Time of last tire purchase, by area, September 2014
                                                                                                                            • Millennials more likely to have replaced tires within the last year
                                                                                                                              • Figure 39: Time of last tire purchase, by Millennial parents, September 2014
                                                                                                                            • Type of vehicle has little effect on the cadence of tire replacement
                                                                                                                              • Figure 40: Time of last tire purchase, by type of vehicles owned, September 2014
                                                                                                                          • Intent to Purchase Tires

                                                                                                                            • Key points
                                                                                                                              • Almost half of all respondents plan to purchase tires within the next year
                                                                                                                                • Figure 41: Intent to purchase tires in next two years, September 2014
                                                                                                                              • Younger adults plan to replace their tires sooner
                                                                                                                                • Figure 42: Intent to purchase tires in next two years, by age, September 2014
                                                                                                                              • Larger households more inclined to purchase tires sooner
                                                                                                                                • Figure 43: Intent to purchase tires in next two years, by household size, September 2014
                                                                                                                              • Urban consumers plan for more frequent tire replacement
                                                                                                                                • Figure 44: Intent to purchase tires in next two years, by area, September 2014
                                                                                                                              • Drivers of larger vehicles and performance vehicles believe they will replace tires sooner
                                                                                                                                • Figure 45: Intent to purchase tires in next two years, by type of vehicles owned, September 2014
                                                                                                                            • Actual Tire Purchases

                                                                                                                              • Key points
                                                                                                                                • Most consumers replace all of their tires at once
                                                                                                                                  • Figure 46: Number of tires bought in last 12 months, by age, April 2013-June 2014
                                                                                                                                • SUV drivers are frequent tire replacers
                                                                                                                                  • Figure 47: Pickup trucks, sport utility vehicles, or vans, by age, April 2013-June 2014
                                                                                                                                • Higher-income respondents buy tires more frequently
                                                                                                                                  • Figure 48: Number of tires bought in last 12 months, by household income, April 2013-June 2014
                                                                                                                                  • Figure 49: Pickup trucks, sport utility vehicles, or vans, by household income, April 2013-June 2014
                                                                                                                                • Most consumers purchase “regular” tires for their cars
                                                                                                                                  • Figure 50: Type of tires bought in last 12 months, by age, April 2013-June 2014
                                                                                                                                • Consumers spend just under $400 a year on tires
                                                                                                                                  • Figure 51: Total amount spent on tires in last 12 months, by age, April 2013-June 2014
                                                                                                                                • Higher-income consumers spend more per year on tires
                                                                                                                                  • Figure 52: Total amount spent on tires in last 12 months, by household income, April 2013-June 2014
                                                                                                                                • Discount Tire gets the most tire business
                                                                                                                                  • Figure 53: Tires purchased at automotive retail stores, by age, April 2013-June 2014
                                                                                                                                • Higher-income respondents prefer to purchase tires form car dealerships
                                                                                                                                  • Figure 54: Tires purchased at automotive retail stores, by household income, April 2013-June 2014
                                                                                                                              • Who Will Purchase Tires?

                                                                                                                                • Key points
                                                                                                                                  • Most tire purchases are independent decisions
                                                                                                                                    • Figure 55: Who will purchase tires, September 2014
                                                                                                                                  • Men more likely to make tire purchase decisions on their own
                                                                                                                                    • Figure 56: Who will purchase tires, by gender, September 2014
                                                                                                                                  • Youngest respondents less likely to make tire purchase decisions on their own
                                                                                                                                    • Figure 57: Who will purchase tires, by age, September 2014
                                                                                                                                  • Millennials slightly more likely to make tire purchase decisions on their own
                                                                                                                                    • Figure 58: Who will purchase tires, by Millennial parents, September 2014
                                                                                                                                • Brands of Tires Considered and Purchased

                                                                                                                                  • Key points
                                                                                                                                    • Brands of tires considered
                                                                                                                                      • Brand consideration concentrated among the top five
                                                                                                                                        • Figure 59: Brands of tires considered, September 2014
                                                                                                                                      • More women than men favor Michelin tires
                                                                                                                                        • Figure 60: Brands of tires considered, by gender, September 2014
                                                                                                                                      • Goodyear more popular among older consumers
                                                                                                                                        • Figure 61: Brands of tires considered, by age, September 2014
                                                                                                                                      • Middle-income consumers show more interest in BF Goodrich and Bridgestone group brands
                                                                                                                                        • Figure 62: Brands of tires considered, by household income, September 2014
                                                                                                                                      • Urban respondents more willing to consider Japanese tire brands
                                                                                                                                        • Figure 63: Brands of tires considered, by area, September 2014
                                                                                                                                      • SUV drivers want Goodyear, crossover drivers seek Michelin
                                                                                                                                        • Figure 64: Brands of tires considered, by type of vehicles owned, September 2014
                                                                                                                                      • Brands of tires purchased
                                                                                                                                        • Goodyear remains relevant, Michelin lags
                                                                                                                                          • Figure 65: Brands of tires bought in last 12 months, by age, April 2013-June 2014
                                                                                                                                        • Higher-income consumers prefer Michelin to Goodyear
                                                                                                                                          • Figure 66: Brands of tires bought in last 12 months, by household income, April 2013-June 2014
                                                                                                                                      • Important Tire Features

                                                                                                                                        • Key points
                                                                                                                                          • Tire performance is secondary to durability and comfort
                                                                                                                                            • Figure 67: Important tire features, September 2014
                                                                                                                                          • Women show a greater interest in safety and value-oriented features
                                                                                                                                            • Figure 68: Important tire features, by gender, September 2014
                                                                                                                                          • Older respondents have higher expectations for tire performance
                                                                                                                                            • Figure 69: Important tire features, by age, September 2014
                                                                                                                                          • Lower-income tire indenters do not believe in tire durability claims
                                                                                                                                            • Figure 70: Important tire features, by household income, September 2014
                                                                                                                                          • Millennials have lower expectations for their tires
                                                                                                                                            • Figure 71: Important tire features, by Millennial parents, September 2014
                                                                                                                                          • Those considering a top-five tire brand demand more from their tires
                                                                                                                                            • Figure 72: Important tire features, by brands of tires considered, part 1,September 2014
                                                                                                                                            • Figure 73: Important tire features, by brands of tires considered, part 2, September 2014
                                                                                                                                            • Figure 74: Important tire features, by brands of tires considered, part 3, September 2014
                                                                                                                                        • Attitudes toward Tires and Shopping Behaviors

                                                                                                                                          • Key points
                                                                                                                                            • Make it last, but don’t make me work
                                                                                                                                              • Figure 75: Attitudes toward tires and shopping behaviors, September 2014
                                                                                                                                            • Men more brand loyal, but still not compliant
                                                                                                                                              • Figure 76: Attitudes toward tires and shopping behaviors, by gender, September 2014
                                                                                                                                            • Younger consumers uninterested in tire maintenance
                                                                                                                                              • Figure 77: Attitudes toward tires and shopping behaviors, by age, September 2014
                                                                                                                                            • Lower-income consumers less likely to maintain their tires
                                                                                                                                              • Figure 78: Attitudes toward tires and shopping behaviors, by household income, September 2014
                                                                                                                                            • To avoid getting stuck, rural respondents are more fastidious with tire maintenance and care
                                                                                                                                              • Figure 79: Attitudes toward tires and shopping behaviors, by area, September 2014
                                                                                                                                            • Millennials are not careful with their tires
                                                                                                                                              • Figure 80: Attitudes toward tires and shopping behaviors, by Millennial parents, September 2014
                                                                                                                                          • Race and Hispanic Origin

                                                                                                                                            • Key points
                                                                                                                                              • Black, Asian, and Hispanic consumers more likely to have purchased, plan to purchase tires within a year
                                                                                                                                                • Figure 81: Time of last tire purchase, by race/Hispanic origin, September 2014
                                                                                                                                              • Black, Asian, and Hispanic consumers more likely to purchase tires within the next six months
                                                                                                                                                • Figure 82: Intent to purchase tires in next two years, by race/Hispanic origin, September 2014
                                                                                                                                              • On average, Hispanic respondents purchase the highest number of tires
                                                                                                                                                • Figure 83: Number of tires bought in last 12 months, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                              • Asian consumers want only regular tires
                                                                                                                                                • Figure 84: Type of tires bought in last 12 months, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                              • Black, Asian, and Hispanic respondents spend less on tires than Whites
                                                                                                                                                • Figure 85: Total amount spent on tires in last 12 months, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                              • Asian tire replacers are loyal to dealerships, Blacks go to Walmart
                                                                                                                                                • Figure 86: Tires purchased at automotive retail stores, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                              • More Black consumers purchase tires without help
                                                                                                                                                • Figure 87: Who will purchase tires, by race/Hispanic origin, September 2014
                                                                                                                                              • Lower purchase intent for major tire brands among Hispanics
                                                                                                                                                • Figure 88: Brands of tires considered, by race/Hispanic origin, September 2014
                                                                                                                                              • Hispanics, Blacks, and Asians more likely to purchase major tire brands
                                                                                                                                                • Figure 89: Brands of tires bought in last 12 months, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                              • Blacks more concerned about performance and comfort, Hispanics less concerned about most features
                                                                                                                                                • Figure 90: Important tire features, by race/Hispanic origin, September 2014
                                                                                                                                              • Non-White consumers more brand loyal, Hispanic consumers have lower expectations for their tires
                                                                                                                                                • Figure 91: Attitudes toward tires and shopping behaviors, by race/Hispanic origin, September 2014
                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                              • Household ownership of vehicles
                                                                                                                                                • Figure 92: Number of vehicles in household, September 2014
                                                                                                                                                • Figure 93: Number of vehicles in household, by age, September 2014
                                                                                                                                                • Figure 94: Number of vehicles in household, by household income, September 2014
                                                                                                                                                • Figure 95: Number of vehicles in household, by race/Hispanic origin, September 2014
                                                                                                                                                • Figure 96: Number of vehicles in household, by marital/relationship status, September 2014
                                                                                                                                                • Figure 97: Number of vehicles in household, by household size, September 2014
                                                                                                                                                • Figure 98: Number of vehicles in household, by employment, September 2014
                                                                                                                                                • Figure 99: Number of vehicles in household, by area, September 2014
                                                                                                                                                • Figure 100: Number of vehicles in household, by Millennial parents, September 2014
                                                                                                                                                • Figure 101: Number of vehicles in household, by Gen X parents, September 2014
                                                                                                                                              • Type of vehicle owned/leased
                                                                                                                                                • Figure 102: Type of vehicles owned, by gender, September 2014
                                                                                                                                                • Figure 103: Type of vehicles owned, by age, September 2014
                                                                                                                                                • Figure 104: Type of vehicles owned, by household income, September 2014
                                                                                                                                                • Figure 105: Type of vehicles owned, by race/Hispanic origin, September 2014
                                                                                                                                                • Figure 106: Type of vehicles owned, by marital/relationship status, September 2014
                                                                                                                                                • Figure 107: Type of vehicles owned, by household size, September 2014
                                                                                                                                                • Figure 108: Type of vehicles owned, by employment, September 2014
                                                                                                                                                • Figure 109: Type of vehicles owned, by area, September 2014
                                                                                                                                                • Figure 110: Type of vehicles owned, by Millennial parents, September 2014
                                                                                                                                                • Figure 111: Type of vehicles owned, by Gen X parents, September 2014
                                                                                                                                              • New, used, or CPO
                                                                                                                                                • Figure 112: New, used, or CPO, September 2014
                                                                                                                                                • Figure 113: New, used, or CPO, by gender, September 2014
                                                                                                                                                • Figure 114: New, used, or CPO, by age, September 2014
                                                                                                                                                • Figure 115: New, used, or CPO, by household income, September 2014
                                                                                                                                                • Figure 116: New, used, or CPO, by race/Hispanic origin, September 2014
                                                                                                                                                • Figure 117: New, used, or CPO, by marital/relationship status, September 2014
                                                                                                                                                • Figure 118: New, used, or CPO, by household size, September 2014
                                                                                                                                                • Figure 119: New, used, or CPO, by employment, September 2014
                                                                                                                                                • Figure 120: New, used, or CPO, by area, September 2014
                                                                                                                                              • Time of last tire purchase
                                                                                                                                                • Figure 121: Time of last tire purchase, by marital/relationship status, September 2014
                                                                                                                                                • Figure 122: Time of last tire purchase, by employment, September 2014
                                                                                                                                                • Figure 123: Time of last tire purchase, by Gen X parents, September 2014
                                                                                                                                              • Intent to purchase tires
                                                                                                                                                • Figure 124: Intent to purchase tires in next two years, by gender, September 2014
                                                                                                                                                • Figure 125: Intent to purchase tires in next two years, by marital/relationship status, September 2014
                                                                                                                                                • Figure 126: Intent to purchase tires in next two years, by new, used, or CPO, September 2014
                                                                                                                                                • Figure 127: Intent to purchase tires in next two years, by household income, September 2014
                                                                                                                                              • Actual tire purchases
                                                                                                                                                • Figure 128: Tires purchased at automotive retail stores, by gender, April 2013-June 2014
                                                                                                                                                • Figure 129: Pickup trucks, sport utility vehicles, or vans, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                • Figure 130: Type of tires bought in last 12 months, by household income, April 2013-June 2014
                                                                                                                                                • Figure 131: Pickup trucks, sport utility vehicles, or vans, by age, April 2013-June 2014
                                                                                                                                                • Figure 132: Pickup trucks, sport utility vehicles, or vans, by household income, April 2013-June 2014
                                                                                                                                                • Figure 133: Pickup trucks, sport utility vehicles, or vans, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                              • Who will purchase tires?
                                                                                                                                                • Figure 134: Who will purchase tires, by household size, September 2014
                                                                                                                                                • Figure 135: Who will purchase tires, by marital/relationship status, September 2014
                                                                                                                                                • Figure 136: Who will purchase tires, by employment, September 2014
                                                                                                                                                • Figure 137: Who will purchase tires, by area, September 2014
                                                                                                                                              • Brands of tires considered
                                                                                                                                                • Figure 138: Brands of tires considered, by household size, September 2014
                                                                                                                                                • Figure 139: Brands of tires considered, by Millennial parents, September 2014
                                                                                                                                              • Important tire features
                                                                                                                                                • Figure 140: Important tire features, by household size, September 2014
                                                                                                                                                • Figure 141: Important tire features, by area, September 2014
                                                                                                                                              • Attitudes toward tires and shopping behaviors
                                                                                                                                                • Figure 142: Attitudes toward tires and shopping behaviors, by household size, September 2014
                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              • Avon
                                                                                                                                              • Bridgestone Americas Holding Inc.
                                                                                                                                              • Bridgestone/Firestone Retail & Commercial Operations LLC
                                                                                                                                              • Continental AG
                                                                                                                                              • Cooper Tire & Rubber Company
                                                                                                                                              • Dunlop Slazenger Group Ltd
                                                                                                                                              • Fortune Brands, Inc.
                                                                                                                                              • Major League Baseball
                                                                                                                                              • Michelin North America Inc.
                                                                                                                                              • Modern Tire Dealer
                                                                                                                                              • Pacific Cycle LLC
                                                                                                                                              • Siemens AG
                                                                                                                                              • The Goodyear Tire & Rubber Company

                                                                                                                                              Tires - US - November 2014

                                                                                                                                              US $3,995.00 (Excl.Tax)