A new survey has revealed that over half of young drivers in the UK would favour replacement tyres that offer looks, as well as performance.
Conducted by Apollo Tyres, the study asked 1,000 drivers aged between 18 and 24 about their tyre preferences. A total of 54% agreed with a statement offered to them that stated: “Tyres look boring, I would like to buy a tyre with a sidewall design that is more distinctive.”
The survey also identified that 26% of respondents overall agreed with the statement: “I prefer the overall look of cars with larger wheels.” This aligns with the rising demand in the UK for lower-profile tyres that enhance the sporty appearance of high-performance vehicles.
The Apollo Tyres study indicates that younger drivers are still looking to individualise their cars, making them stand out against others. From differing sidewall designs to larger alloy wheels, the customisation market is far from dead. However, just having tyres that include a design, or pattern could be enough for garages to offer a basic ‘modernisation’ to modern cars.
However, rather than the classic white sidewall designs popular in the US during the 1950s, today’s tyres need something that is durable and safe.
Timely design for Apollo Tyres
Earlier this year Apollo Tyres introduced its flagship ultra-ultra-high-performance tyre, the Vredestein Ultrac Pro, with a unique asymmetrical sidewall design specially created by renowned Italian design, engineering and prototyping company, Italdesign. The unique look is inspired by the visual signature of chronometers and other quality timepieces, with the overall theme of passing time referencing the tyre’s performance focus.
The debut of the new Ultrac Pro marks the 25th anniversary of Apollo Tyres’ close creative partnership with Italdesign; the companies first worked together to co-develop the Vredestein Sportrac, which debuted in 1999.
The new tyre’s visual character is evocative of a watch-face, with a sequence of lines around the circumference that appear to echo second and minute markers. On one portion of the sidewall, that theme is given a modern twist through a bold sequence of numbers suggestive of a stopwatch or digital timepiece. By giving the tyre a horological aesthetic, Italdesign is also highlighting the tyre’s precision and attention to detail.
“Our latest survey reveals significant demand for tyres that deliver in terms of aesthetics as well as performance,” commented Yves Pouliquen, Vice President, Commercial, Europe at Apollo Tyres. “The Ultrac Pro combines exceptional dynamic capabilities with a unique, chronometer-inspired design. It is a visual statement for high-performance vehicles.”
