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The truth is hard to ignore – and as a leading retailer we should know. Most drivers don’t think about their tyres, until that is they need to suddenly change them. It could be because of a failed MOT, a puncture, or some other sort of tyre damage, but whatever the reason, when it happens, it’s incredibly tempting to invest less in tyres because – well – tyres are all identical, correct?

Wrong. They’re not.

In our latest tyre safety article, we demonstrate why investing a little more in premium tyres is not only safer, but also – in the long run – more cost effective too.

What are premium tyres?

Pretty much all new cars, 4x4s and SUVs roll off the production line fitted with premium tyres, with about 33% – one in three – of new cars sold in Europe fitted with Continental Tyres “OE” – Original Equipment (more on this later). Having bought your car new, or nearly-new, you’re experiencing the benefits of the car maker’s commitment to investing that little bit more in tyres.

Car makers could, in theory, opt to spend a little less on tyres, so as to bring the overall cost of the vehicle down. They don’t. Why not? Simply because when it comes to premium tyres, the high quality of the materials used and the build techniques employed – as well as the enormous investment in “R&D” (Research and Development) – all mean that:

• They’re much safer, providing superior braking and handling performance;

• They last much longer, thanks to their high-tech tyre compounds (when compared to exact like for like usage with cheap car tyres); and

• The tyres fitted to the car are there to deliver optimum performance on that specific vehicle, and as a result provide a superior driving experience.

Let’s look at these three points in more detail.

Investing in premium tyres improves your driver safety

UK insurer, Direct Line, asked the country’s leading tyre industry experts to state the case for spending less money on tyres. None would. Why? Because they know that investing more in tyres is crucial in the quest to achieve better road safety for everyone, especially when it’s wet.

So why wouldn’t the experts recommend cheap car tyres? It’s due to the comparatively poorer grade of rubber compounds that are used to make them. While on the whole cheap car tyres work well in dry weather conditions, when it comes to wet surfaces (and let’s face it, we get a lot of rain in the UK, right?) they aren’t anywhere near as good at providing the grip you need, compared to premium tyres.

And the consequences of less grip? Potentially tragic. If your vehicle is fitted with cheaper, inferior tyres, it will take much more time to stop when you brake in wet conditions (compared to premium tyres) and result in longer stopping distances, making all the difference between avoiding an accident or having one.

Continental is of the opinion that driver safety begins where the tyres touch the ground. Its Vision Zero safety initiative – with a stated ambition to achieve “zero fatalities, zero injuries and zero accidents” – is at the forefront of global road safety campaigning. In the UK alone there are more than 180,000 road accidents every year, with an astonishing 1,825 being fatalities. That’s the equivalent of five road users each day on average not making it home. Is it any wonder Continental invest so much in tyre and road safety R&D?

Here’s a little insight into one area of research and development that’s focused on delivering better braking safety. At the aptly named “Contidrom” in Germany, vehicles of all kinds are accelerated to speeds of 75 mph in their state of the art Automated Indoor Braking Analyser (AIBA) facility to test braking performance. This is undertaken on a series of interchangeable road surfaces which can simulate all kinds of weather conditions, such as rain and ice. The real-time results these tests generate then influence and define future product development. As a result, tyre technology is continually improving, and that’s good for everyone’s driver safety.

A larger investment in premium tyres provides greater longevity too

With their superior compounds and build, and investment in research and development, it’s easier to understand why purchasing premium tyres will initially cost a little bit more. And yes, while there’s a higher outlay to start with, another factor you need to consider is the rate of tyre wear. Investing a little more in tyres means that typically (when compared to like for like driving with cheaper tyres) they’ll last much longer too. How much more? Up to three years longer, according to leading consumer rights champion, Which?

Which? undertook tests based on an annual mileage of 12,000 and found that the less expensive tyres on trial only lasted for two years. By comparison, the premium tyres they tested tended to last for five years. That’s a considerable difference. While there will be a little more money up-front, over time premium tyres work out to be not only more cost effective, they reduce the amount of time and hassle you need to spend changing them – not forgetting they’re also much safer too!

Better handling and performance characteristics

Earlier in our latest tyre safety article, we highlighted that most brand new cars that come off the production line do so with premium tyres fitted. And while providing driver safety is the number one goal for all car makers, they also want motorists to experience the highest levels of ride and handling characteristics achievable that their engineers have painstakingly developed in the vehicles themselves.

It’s why many of the tyres on new cars have “Original Equipment” (OE) status. OE means that both the vehicle and tyre manufacturer have together developed a tyre that’s been designed to bring out the best qualities and characteristics in the car, resulting in an enhanced ride and handling experience. If you’ve bought a vehicle that has OE tyres, it makes sense to replace them like for like. If you don’t, and make the choice to replace them with cheaper tyres, you’ll upset the driving characteristics of your vehicle, and that means a less enjoyable ride.
It’s also worth mentioning that premium tyres always score the highest marks in independent testing by highly respected indutry experts – not just for safety but also fuel efficiency and reduced external noise. With all this in mind, why wouldn’t you choose to purchase premium tyres over cheaper alternatives?

Talk to Protyre for impartial, expert tyre advice

At Protyre we offer unrivalled experience and tyre expertise. If you’re in any doubt about which tyres to purchase for your vehicle, talk to us. Your local Protyre professionals are happy to provide impartial, expert tyre safety advice, fitting solutions, and much more.