Who is the users’ target for high performance tyres?

Estoril July 2011

TNS Automotive, expert in Automotive research…

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TNS – a worldwide market research instituteLeader in Automotive Ad hoc research in Europe200 researchers dedicated to Automotive in Europe

Area of market research expertiseMarket understandingNew product developmentBrand and communication Customers and employees satisfaction

Working with the leading companies in the Automotive sector

Our Clients

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Understanding the car marketBy carrying out numerous studies with key players in the automotive sector, we have created a solid knowledge base of market expectations and motorist profiles.

Learning shared today gained from our exploratory research programs conducted throughout Europe over the last couple of years.

In order to answer a very simple question :

Who is the users’ target for high performance tyres?

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Today’s automotive context…Who is the users’ target for high performance tyres?

New constraints for the automobile…

Environmental impact is a greater factor and can make some people feel guilty

You can’t go everywhere by car any more!

And not as speed as one’s could whish …

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A flagging symbol or a dream to be reinvented?

If for 70%, the car is just a means of transport• For a small minority, the concept of no longer owning a car is

even starting to make headway

For 90% of European motorists it is still a symbol of independence and freedom

And for 30%, it is important, even necessary to encourage, or even rediscover, the driving pleasure

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At the heart of the movement lies the high performance vehicle driver…Who is the users’ target for high performance tyres?

Who is he?A sports car or super sports car driver

Inspired by a passion for driving & a love of cars

With an uninhibited attitude towards the car

Has high expectations of making the most of his car

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“it takes 10 minutes to get to the office, but I

drive anyway; it is pure class”

A driver who feels a strong symbolic and emotional commitment to his car

“I love the style, I think it’s fantastic, and I feel

that reflects on me when I am in the car”

“This car was so beautiful, I chose it

because I felt in love with its back”

“When I know I’ll drive it I wake up with a

smile. I can’t help it”

“I use it for everything. My life

would be boring without it.”

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Typical profile (1/2)

Generally active & metropolitanA lover of sport in general and motor sports in particularActively involved in his job

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“I am where I always wanted to

be: a great job and my car”

Typical profile (2/2)… And knows how to make the most of life & leisureA major information user…… he is also very active in social networking (offline & online)

“I always keep busy; I don’t know what it means to be bored; I’m always on the

move”

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To sum up, one of life’s hedonists … behind the wheel as well!

“It’s really cool driving on mountain roads, you can

use the car to its full potential, you can really drive and experience all

the sensations the car can give you ”

“Driving in the countryside making the most of the sun, it’s just

perfect: it gives you a sense of freedom like

nothing else”

“I feel good when I am in my car; I can express myself

through my driving”13

What role do tyres play in this relationship with the car? Who is the users’ target for high performance tyres?

Tyres are a feature that make a big difference to the driving pleasure

For 68%, tyres play an important role in enhancing the driving pleasure

“Tyres should seamlessly match the sportiness of the car’”

“Tyres are the car shoes, they can make the car

express itself at the maximum of its possibilities”

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Expectations regarding tyres that go beyond the purely functional

Emotional requirements

Racing & sporty imageRacing & sporty imageHighest quality in terms of:Highest quality in terms of:

• SafetySafety• Longevity, Longevity, robustnessrobustness

•• Sportiness, Sportiness, (Road handling and feeling)(Road handling and feeling)

Reputable brandReputable brand

Premium imagePremium image

Functional requirements

Designed for Sport & High performance carsDesigned for Sport &

High performance cars

Good-looking tyresGood-looking tyres

RecommendedRecommended

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An among these functional requirements, which benefit is the most desired?

Safety?

Longevity & robustness?

Sportiness (road handling & feel)?

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All these features: a balance of performance is central to achieving target high performance!

Safety is an extremely, or very, important factor for 73%

Longevity & robustness for 66%

Sportiness & performance for 66%

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Thank you!