(Feature Impact) A tire purchase can start with a familiar moment: a dashboard warning light, a repair shop visit, worn tread or realizing the current set is nearing a mileage milestone. When it’s time to replace tires, drivers have more ways than ever to research options.
New research from Hankook Tire’s Gauge Index Survey found drivers are utilizing multiple methods for research, from search engines and AI assistants to asking someone they trust for advice. Two-thirds of respondents said they always or often research multiple sources before buying tires, suggesting many shoppers want to weigh several opinions before deciding to buy a new set, including turning to fellow drivers.
As tools like classic search engines and AI chatbots continue to evolve, the most useful strategy for tire shopping may be less about choosing between technology and human expertise, and more about knowing how each fits into the research process. Here are a few ways drivers can confidently conduct tire research.
Start broad then narrow the search.
For many drivers, the process begins online. One-quarter of respondents said they typically begin their tire research with a search engine, the most common starting point reported in the survey. Retailer or dealer websites are the next at 16%, followed by recommendations from a mechanic at 15%.
That range of starting points reflects how personal a tire purchase can be. A search engine can help a driver organize initial questions and identify the types of information they want to compare. Retailer and dealer sites offer another place to review available options – and reviews from other drivers. A mechanic can help put the vehicle and driver’s specific needs into context.
Drivers can also use their initial search to create a short list of requirements, such as tire size, type and available warranties.
Use AI as one research tool – but not the only one.
AI is a growing part of any research. About 4 in 10 drivers (42%) said they have used an AI tool to research or compare tires more than once. Another 11% said they have not used one yet but plan to the next time they buy tires.
Conversely, just 5% of respondents said an AI assistant or chatbot would be their typical first stop when researching tires, suggesting many drivers may add AI later in the process to help sort through information or frame comparisons.
AI can help turn a general concern into a clearer list of questions. A driver might use it to identify terms to research, compare categories of information or prepare for a conversation with a retailer, dealer or repair professional.
Keep trusted people in the research loop.
Despite drivers’ increased reliance on digital tools, trusted advice is still important. More than one-quarter of drivers said they would typically begin tire research with a recommendation from a mechanic (15%) or from friends or family (12%).
Friends and family may share firsthand experiences, while a mechanic may help a driver better understand the questions that matter for their vehicle. More than 1 in 5 respondents (21%) list advice from a repair shop among the top three reasons that would prompt them to buy new tires, showing the role professional guidance can play when a purchase becomes necessary.
Find the full survey and approach your next tire research process with clearer questions, more confidence and a better sense of what matters most for the road ahead at HankookTire.com.
Photo courtesy of Shutterstock
Source: Hankook Tire
