The latest TyreSafe briefing saw nearly 200 delegates from across the industry come together to discuss the latest issues around tyre safety, how to raise awareness amongst consumers and businesses alike, and to introduce the plans for this year’s Tyre Safety Month.
The event also saw the winners of TyreSafe’s 2025 Awards announced. These recognised 13 outstanding contributions to tyre safety across enforcement, education, innovation, retail, community engagement and industry leadership.
This year’s TyreSafe briefing took place under the theme ‘Stronger in Partnership’. Discussions focused on how championing tyre safety is most effective when we speak with one voice, from national authorities to grassroots initiatives and the retail sector.
Importance of tyre safety
A recent report based on DVSA numbers revealed that record numbers failed their MOT due to tyre defects. More than 2.15 million vehicles had such an issue, with 36% of these failures coming after defects had been flagged as an advisory the previous year.
It is therefore crucial that the aftermarket gets involved in the discussion around tyre safety, a conversation that needs to build.
“I went to so many road safety events over the past two years, and every time I went, no one ever spoke about vehicle defects, and no one ever spoke about tyre safety,” Sophie Lyden, Vehicle Maintenance Depot Manager at Westgate Tyres, and social media star as The Tyre Lady, told the audience. “It has been nice to see how that has changed, and how people actually are adapting to realise that tyres are a huge issue.
“It is a distress purchase. Nobody ever wants to walk into my garage and buy a tyre, because they do not want to spend the money. That is where we need to educate the people, because if you do not have safe tyres on your car, you cannot stop, and you are not going to keep your family safe, and more importantly, other road users are not going to be safe either.”
Garage anxiety
Lyden highlighted to the TyreSafe briefing crowd that many people suffer with garage anxiety, which she believes is a huge issue amongst consumers.
“This is where drivers are too scared to come to a garage, because they fear who they are going to be approached by, and they feel they do not know enough. Everyone thinks that we are big and scary, and we are just meant to rip people off and that is completely not the case.
We are here to keep people safe. By posting social media content and showing that you care, when people research your company, something more customers are doing online, they can see that you are helpful experts, and not just people that are trying to make money.
The briefing also featured speakers from the National Police Chiefs’ Council, Road Safety GB, and Cheshire Fire and Rescue Service, amongst others. Each speaker highlighted the efforts they are going to, not only to engage with the community, but with each other as well, to lead a united message that safe tyres save lives.
Preparing for Tyre Safety month
Emma Burley, from TyreSafe, also outlined plans for this year’s Tyre Safety month, taking place in October.
We wanted to look at behaviour change, rather than just the instructional ACT (Air Pressure, Condition, Tread) message. We wanted to look at some of the reasons why people are not checking their tyres. We know that we have got a widespread problem, we know that people are not doing it, and people are also actually not acting on tyre maintenance and tyre husbandry.
“So, looking at this compliance model, we are aiming to address the people who are not thinking about tyre safety, and make it easier for them to comply. But we want to make sure that they understand how to do so, and what the risks are if they do not.
Burley highlighted recent research undertaken by TyreSafe, which looked at why people did not consider changing their tyres when needed.
“We came up with some really interesting results about some of the reasons why people avoid it,” she continued. Is it because of money? Is it because being without their vehicle worries them? And how much stress does vehicle maintenance cause your average person in the UK?”
The findings revealed that vehicle maintenance itself becomes a source of stress. In total, 71% of respondents felt stressed by the situation monthly. Millennial women are especially worried about the financial burden of repairs, while younger drivers of Gen Z are more concerned about the inconvenience of having their vehicle out of action.
One critical area often neglected is tire pressure. Only 46% of drivers check monthly This is a widespread issue, but particularly concerning among women, where 60% check less than monthly.
Even more worryingly, students are more likely to wait for the warning light to come on, indicating a reactive rather than a proactive approach.
With this in mind, Tyre Safety Month will run with the banner of ‘Under Pressure’, highlighting the fact that being proactive can help to reduce stress. TyreSafe is making a range of assets available to businesses free of charge, to help promote the campaign, which is aimed at different types of road user.
“Today’s Briefing made clear that tyre safety cannot be an isolated message,” commented Stuart Lovatt, TyreSafe Chair. “It must be embedded in the way we all talk about road safety. Together, we are stronger, our case for action is clear and now is the time for change, we need to do things differently to make an impact.”
TyreSafe Awards 2025
Throughout the event, the TyreSafe Awards were presented to those outstanding businesses, organisation and individuals who have championed tyre safety over the last 12 months.
“These exceptional organisations and individuals demonstrate the power of dedication and innovation in improving tyre safety, and ultimately saving lives,” added Lovett. “Their work spans enforcement on our roads, groundbreaking digital campaigns, community mobilisation, and cutting-edge technology. We are both humbled and inspired by the impact they have made.”
The TyreSafe 2025 Award winners were:
Compliance & Enforcement (sponsored by Kumho Tyre UK)
Lancashire County Council Road Safety Team
Retailer (sponsored by Yokohama HPT Ltd)
Merityre Specialists
Road Safety Organisation (sponsored by Air‑Serv)
RoSPA
Road Safety Individual (sponsored by Micheldever Tyre Services)
Sophie Lyden (Westgate Tyres / Fresh Drivers UK)
Tyre Safety in the Community (sponsored by Pirelli UK Tyres Ltd)
Jersey Government
Online & Social Media (sponsored by Michelin Tyre PLC)
The Motor Ombudsman
Communications (sponsored by Tyre Trade News)
Business in the Community Northern Ireland
Independent Retailer (sponsored by Continental Tyres)
Eden Tyres & Servicing
Road Safety Partnerships (sponsored by Bridgestone UK Ltd)
Warwickshire Road Safety Partnership
Tyre Manufacturer (sponsored by Payment Assist Ltd)
Pirelli UK Tyres Ltd
Innovation & Technology (sponsored by Hankook Tyre UK)
Anyline GmbH
Outstanding Achievement (sponsored by Translogik)
Halfords
Special Recognition (sponsored by TyreSafe)
Tyre Safety Awareness – ATMA (India)
