Especially since the start of the crisis, we have seen a proliferation in the infinity of cheaper brands of tires market. Many of these belong to large reputable brands that offer cheaper to its leading brand Michelin tires, but also with lower specifications. This is always a guarantee, but many customers still succumbing tires still cheaper brands do not have the backing of one of the greats.
Saying that the tires are the only thing that connects you to the ground is so patently obvious as true and although many believe in quality tire, many still looking at the price, in many cases because they cannot afford the wheels they want. Faced with increased demand for cheap wheels, Michelin tires wants to increase production of its cheaper brands like Tigar, Kormoran and Riken order to cope with higher imports of Chinese origin tires.
Michelin tires to manufacture cheaper Chinese brands offensive
At the recent conference Challenge Bibendum brand, Jean-Dominique Senard, CEO of Michelin, has said they want to increase their sales mix in terms of cheap tires to an increased demand for these. Currently between 15 and 20% of the production of wheels tire group corresponds to low-end and is expected to increase those numbers up to 25 or 30% in the future within five to ten years.
At present half the tires that are imported to Europe are manufactured in China and correspond to new brands that see their market niche customers who only seek price. But as always, these cheap tires are improving slowly, especially in rolling resistance, which lowers consumption, this being one of the factors that customers consult the labeling of tires.
Michelin tires has made clear it will not enter into a price war (and thus quality) since one of the main features of their products is safety. Can see firsthand how Michelin tires is the best-selling brand, but never the cheapest. Bibendum brand tires manufactured in China under a new joint venture called Double Coin, from whence come the Warrior brand tires, which are not provided for marketing beyond Asian boundaries.