EVs are transforming the tire market, and companies that fail to adapt by offering tailored products will lose out, according to the EV Tyre Study from German consulting and market research company USCALE.

As EVs tend to have higher tire wear than gasoline-fueled cars, EV drivers set different priorities when buying tires, the study shows.

When shopping for vehicles with combustion engines, buyers primarily look at the driving characteristics in special situations or weather conditions—which has therefore been the focus of traditional tire tests. But the EV pioneers have focused on consumption and smooth running, and the next EV buyer segment—the so-called early adopters—pay particular attention to wear and tear, particularly on the tires.

Three quarters of EV drivers are aware that there are special tires, and half of them have paid attention to the fact that there are special EV tires when buying, according to the study. However, less than half of EV drivers feel well informed about EV tires in the purchasing process.

“The tire industry has so far assumed that special tires are not necessary for electric cars. Technically, that may be true. But from a marketing perspective, the industry is overlooking the opportunities: EV drivers have different priorities than combustion engine drivers. It is therefore worthwhile for manufacturers and dealers to take a closer look at the affluent group of electric car drivers,” said Dr Axel Sprenger, Managing Director at USCALE.

For the Germany EV Tyre Study, USCALE surveyed 1,006 EV drivers from various buyer segments in January 2025 about their tire purchasing behavior. For comparison, 501 drivers of combustion vehicles were included in the survey.

Source: USCALE