Unleashing the potential of loyalty programs for electric vehicle tires

The electric vehicle (EV) revolution has set us on a path towards a more sustainable and efficient transportation future. While EVs offer advantages over their internal combustion engine counterparts, it’s important to acknowledge the unique challenges EVs face, particularly when it comes to tires.

While traditional tires will fit EVs, they are not engineered specifically to accommodate the added weight and torque EVs bring. EV battery packs add significant weight and the increased torque from EV motors leads to faster tire wear that can compromise traction and performance. One major global tire manufacturer has noted the increased weight of EVs causes tires to wear out approximately 20% faster than tires on ICE vehicles. Standard tires can also generate more road noise than their ICE-powered counterparts.

Ian Coke, the chief technology officer for Pirelli Tire North America Inc, has rightly pointed out the shift to EVs represents “the biggest revolution in the tire industry since (the invention of) the radial tire.” To fully harness the potential of electric vehicles, tire manufacturers must develop specialized tires specifically tailored for EVs, accommodating their unique weight and torque requirements.

Creating specialized EV tires will not only enhance the overall performance of electric vehicles but also provide tire manufacturers with an opportunity to build brand loyalty among EV owners. Implementing strategic rebates and reward programs for EV customers can foster a sense of loyalty and drive repeat business.

Reward programs can be designed exclusively for EV owners to establish customer loyalty, long-lasting relationships, and additional business opportunities. Reward programs can be specifically tailored to customer needs, whether it be offering personalized tire care advice, or maintenance tips allowing EV owners to maximize tire lifespan and performance. For example, tire manufacturers can establish digital platforms providing real-time updates on tire health and maintenance.

To grow and strengthen their position, tire manufacturers can expand their offerings beyond tire replacements. Services such as tire rotations, wheel balancing, alignments, and collaborations with charging station networks can provide added value to EV owners, solidifying their loyalty. Tire manufacturers could also offer rewards programs in collaboration with EV service providers to offer discounts or packages for services such as battery inspections, software updates and performance checks.

Connecting with loyal EV customers through newsletters, providing exclusive content and conducting customer surveys can help manufacturers gather valuable feedback and customize tire offerings to meet individual requirements.

Finally, tire manufacturers should align with the values that EV customers care most about, such as sustainability, which remains a key driver of the EV movement. Producing tires with earth-friendly materials and leveraging sustainable manufacturing processes are important to environmentally conscious EV owners. Tire manufacturers can also bolster their reputation by promoting tire recycling initiatives and utilizing renewable resources in tire production.

As the world continues to transition towards sustainable mobility, tire manufacturers hold the key to unlocking the full potential of electric vehicles.