As the cost of living continues to rise across the UK, saving money and avoiding unnecessary expenses
have become top priorities for many consumers. In times of economic uncertainty, people are thinking more
carefully about major purchases, and this includes decisions in the automotive sector. Increasingly, buyers
are willing to spend a little more upfront if it means greater savings in the long run.
In fact, a 2025 survey by tyre maker Continental found that UK drivers are willing to pay up to £30 more for
tyres that help reduce fuel consumption. Interestingly, a third of UK drivers keep their tyres for more than
three years. Therefore, longevity is critical, as 29% now perceive high mileage as the leading proof of a tyre
brand’s sustainability, well above markers like renewable‑energy sourcing or eco‑labels. While sustainability
alone is still important, with 68% of respondents concerned about climate change and environmental issues,
eco-credentials alone may not be enough to sway the average UK consumer. However, the potential for
long-term savings certainly will.
There are a number of steps consumers can take to ensure they’re looking after their tyres sufficiently. This
includes prioritising regular tyre pressure checks, trying to drive as smoothly as possible, taking care to avoid
potholes, and checking correct wheel alignment. This, along with rotating your tyres, can improve fuel
efficiency and distribute wear evenly. It’s also key that drivers do their research and choose the right tyres,
designed with their specific driving stye and vehicle in mind.
Claire Hohenberg, Public Relations Manager at Continental, added “This survey has confirmed that financial
factors are a huge consideration for Brits when it comes to choosing tyres. Though most people are
becoming increasingly climate conscious, we want to educate consumers on how introducing sustainable
manufacturing and by optimising each stage of this process it is not only good for the environment but also
adds to the overall value of your tyres. Ultimately, this will save consumers money in the long-term
due to the quality of processes, all the way from sourcing and procurement to end-of-life
management.
“Along with opting for tyres made with value and sustainability front of mind, consumers can do a lot to
preserve the condition and longevity of their tyres, so we’d always recommend prioritising care and
maintenance as well as awareness of the processes and materials used. What truly separates Continental’s
premium tyres from others on the market is the offer of optimal quality and fantastic performance without
having to sacrifice on safety and durability, meaning consumers who are conscious of this will get the most
out of their tyres.”
