Future Tire 2026: Why is price the only consideration for so many buyers?
28 Oct 2026
Tire trade expert will address one of the main challenges facing manufacturers today
London - With tires now more technologically advanced than ever before, why do so many customers still choose their tires primarily by comparing prices?
This critical question will be addressed by tire trade expert and publisher Zafer Akduman at the Future Tire Conference 2026, 17-18 Nov in Prague.
Manufacturers are investing billions in developing advanced materials/compounds, tread designs and digital technologies.
Huge resources go into providing tires that meet increasingly demanding performance requirements and minimise environmental impact.
“But when the time comes to replace a set of tires, many consumers still ask ‘which tire is the cheapest?’, Akduman will set out in his Future Tire presentation.
Our industry, he will argue, must get much better at “translating technological innovation into customer value that drivers can easily understand, compare and justify paying for.”
Akduman will go on to explore how we can change that: examining issues around the premium-versus-budget challenge, electric vehicles, safety and sustainability.
A central message will be: “The future of our industry will depend not only on how well we manufacture tires, but also on how effectively we explain why those tires matter.”
Join the top-level discussion & debate at Future Tire Conference 2026, 17-18 November in Prague.
