The Everyday Tyre Buyer – Inevitable Aging and Potential Repercussions on Tyre Sales Processes

While there is ample scope of discussion on what a tyre’s sell-by date should ideally be, today we will touch upon a very new, almost untouched area. We will talk about aging pertaining to that of car tyres, but not of tyre per se. The point of discussion today is the way tyre traders will have to modify pitching their wares and services to the “older” tyre consumers.

The Growing Number of Elderly Drivers

With the news we got last week that there are 4 million motorists on UK roads over 70 years of age, today’s topic gains more relevance. The relevant statistics from RAC Foundation have indicated that this number will continue to grow further. The firm has published that the number of over-70 motorists holding valid driving licenses crossed the four million mark in the previous quarter, for the first time ever.

Currently, motorists aged 70 years and above are required to renew their driving license once every three years. Their eyesight and overall health are important too. The point here, however, is not to question the abilities of an average elderly driver. More often than not, the arrogance and overconfidence of a young driver is the cause of an accident or insurance claimed on UK roads. The point is whether this particular genre of elderly clients is being served at the best of industry’s abilities or not.

The Need for Change in Tyres Sales Processes

Leading vehicle servicing websites and companies remind drivers to regularly maintain their vehicles by ensuring an annual MOT and visiting their mechanic for regular checks. Particularly, in case of older drivers, it is quite essential that their vehicles are continually maintained in accordance with the requirements of their owners.

This situation, certainly, will have implications on the manner in which winter tyres retailers conduct their businesses. The fact that UK’s driver pool is constantly aging and the number of younger drivers is simultaneously plummeting, is expected to impact retail and tyre sales procedures.

Some years ago, a major tyre manufacturer’s retail operation discovered that in addition to scoring low on customer satisfaction with female buyers, it also had the lowest number of female run flat tyres purchasers among its peers. When the firm realised this, its management immediately modified their strategic approach and revamped their premises as well as selling style.

The company’s efforts were successful and garnered a swift response from the target segment. It happened because they appreciated, on time, the fact that women hold inconsistent levels of purchasing power particularly with reference to car repairs. What the burning question today is which company is doing the same for elderly motorists?

The average age of motorists is on the rise, substantiated by the findings of a UK Government-led research. The study predicts that in the coming years, out of the existing number of UK citizens, about 10 million will age to 100 years. An AA research has shown that by 2030, over 90% of males over 70 will be motorists. In the wake of the present-day scenario, we must not expect this issue to wane anytime soon.