The Irish Tyre Industry Association (ITIA) is preparing to join the Road Safety Authority and An Garda Síochána in raising awareness of tyre safety in Ireland during National Road safety Week, 4th-10th October.
Last year’s joint campaign was a huge success, with many members reporting an increased number of customers visiting their businesses and availing of a free tyre safety check.
The importance of the campaign has never been greater with ITIA members reporting an increasing number of customers who have been unaware of the poor condition of their tyres.
Sue O’Neill, CEO, ITIA explained: “Many drivers are unaware of the poor, and sometimes extremely dangerous, condition of their tyres. A high percentage of all tyres inspected by our members throughout the year are at or below the legal tread depth limit of 1.6mm, which shows that not enough motorists are taking care of their tyres. The same also applies for tyre pressure, with many of our members reporting increased cases of extreme damage to tyres due to improper inflation.”
During Road Safety Week, the ITIA will work alongside the RSA and An Garda Siochána to launch a nationwide tyre safety campaign, which will include roadside checks around the country.
The upcoming campaign will highlight the benefits of tyre maintenance to the motoring public, which include improved safety; improved car handling and braking; longer tyre life and a reduction in CO2 emissions which helps the environment.
The campaign from the ITIA, RSA and An Garda Síochána will launch in October across press, social media and radio, inviting all motorists to call into their local ITIA dealer for a free tyre safety check.
“Road Safety Week is an excellent opportunity to help road users understand the importance of regular tyre maintenance and inspection, and this will be echoed by our members through campaign material on their premises and across their social media channels. Members will receive campaign assets that they can use to help support the campaign and help increase traffic to their business” explained O’Neill.
The ITIA and its members will be supported by the RSA and An Garda Síochána who via the roadside checks will be educating drivers on road safety as well as monitoring compliance.
“Throughout the week our members will be reminding drivers that their tyres are the only point of contact between their vehicle and the road and once the tyre goes below the legal limit of 1.6mm there is no room for error. The cost of new tyres is far less than the cost of penalty points and the potential fine of up to €2,500, not to mention the cost of a life,” O’ Neill continued.
This tyre (pictured above) was removed from a vehicle by an ITIA member recently, showing clear signs of extreme wear. This tyre is well below the tread depth of 1.6mm and driving on such a tyre is extremely dangerous for the driver of the vehicle and other road users.