New research has revealed significant gaps in tyre safety knowledge and maintenance habits among UK motorists, with two-thirds (66%) of drivers unaware of the legal minimum tread depth, underlining the vital role the automotive sector can play in improving road safety through clearer advice and proactive customer engagement.
The research, commissioned by premium tyre manufacturer, Continental, found that one in three motorists admit to knowingly continuing to drive despite experiencing a tyre-related issue.
Confidence also drops when it comes to recognising danger, with just 6 in 10 drivers saying they feel confident identifying an unsafe tyre. This disconnect raises concerns not only about roadside safety, but also how confident drivers are when it comes to basic tyre care.
With tyre-related problems contributing to thousands of breakdowns and road incidents every year, the research highlights an urgent need for better guidance and support, both at the point of sale and through routine servicing and maintenance checks.
Confusion extends beyond basic maintenance, with almost half (45%) of drivers not understanding the difference between summer, winter, and all-season tyres. Awareness of the EU tyre label remains limited too, with 44% saying it plays no role in their purchasing decisions.
Cost pressures are also influencing decision-making, with 22% of motorists delaying tyre replacement for financial reasons, highlighting the importance of clear communication around safety, value, and long-term cost benefits.
Steve Howat, General Manager of Technical Services at Continental commented: “This data underscores a clear challenge for the industry, but also a significant opportunity. Many motorists are making decisions with limited understanding of tyre safety, performance, and legal requirements, often delaying essential replacements due to cost.”
“The industry should use every customer interaction as a chance to educate, from explaining tread depth and tyre labels, to discussing seasonal tyre options and the risk of postponing replacements. Clear signage, visual demonstrations, and straightforward conversation can all help bridge the knowledge gap and reinforce the value of expert advice.”
