30% of drivers cite price as their top consideration when choosing a tire (Apollo Tyres, 2025), and the same tire is priced to the cent at dozens of retailers. The temptation is to match the lowest price everywhere. As a result, the product that accounts for the bulk of the profit margin ends up being sold at or just above the break-even point, while the average price difference between a premium tire and a budget tire is €72.
White paper
Tires: Leading a Market Where Everything Is Compared Down to the Cent
This white paper explains how to manage tire pricing within a grid: cells for size, product line, and season; a role for each size; two price floors (the legal threshold and the full cost); and a retail price set by the distributor. Figures are verified and dated 2025 and 2026 (French Tire Association, GfK, GiPA, Apollo Tyres, ETRMA, European Commission, French Commercial Code).
By downloading it, you will discover
- Why the average tire price no longer reflects a market divided between premium, quality, retailer-branded, and budget tires
- How to determine the price per cell based on size, product line, and season, including the European label and 3PMSF marking
- Which dimensions should we align with, and on which ones should we maintain the price?
- How to Calculate Two Thresholds: The Break-Even Point and the Full Cost
- Why selling complete sets is cheaper than selling individual tires, and how to prepare for this ahead of the anti-dumping duties and the fall peak season
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