ITIA and SEAI launch tyre labelling awareness campaign

The Irish Tyre Industry Association (ITIA), in partnership with the Sustainable Energy Authority of Ireland (SEAI) have launched a new consumer-focused campaign aimed at raising awareness of the EU Tyre Labelling Regulation (EU 2020/740).

This initiative is designed to empower consumers with knowledge about tyre performance, while offering ITIA members a valuable opportunity to enhance customer service, engagement, and sales.

Why Tyre Labels Matter
Tyres contribute to 20–30 per cent of a vehicle’s overall energy consumption, making them a critical factor in fuel efficiency, safety, and environmental impact. The EU tyre label provides clear, standardised information on:

• Fuel Efficiency (A to E) – Each category improvement can save at least 0.1 litres of fuel per 100 km. For EVs, switching from an A to C rated tyre could reduce range by over eight per cent.
• Wet Grip (A to E) – Better ratings mean shorter braking distances, up to 18 metres between A and E.
• Noise (A to C) – A-rated tyres are significantly quieter, enhancing driving comfort and reducing noise pollution.
• Snow and Ice Grip – For tyres designed for extreme conditions, these ratings ensure optimal safety.

Supporting ITIA Members
To assist members in promoting tyre label awareness, the ITIA will distribute a campaign pack to all member locations. This includes:

• A poster to display in-store
• Leaflets for customer education
• A counter-top unit to highlight tyre label information at point of sale

These materials are designed to facilitate conversations with customers about tyre performance, safety, and sustainability, helping members deliver enhanced service and build trust.

Benefits for ITIA Members
This campaign is more than just consumer education—it’s a strategic tool for ITIA members to:

Enhance Customer Engagement
By explaining tyre labels clearly, members can build trust and demonstrate expertise. Customers appreciate transparency and guidance, especially when it relates to safety and cost savings.
Improve Sales Conversion
Educated customers are more likely to invest in higher-rated tyres when they understand the long-term benefits. This can lead to increased sales of premium products and up-selling opportunities.
Support Sustainability Goals
Helping customers choose tyres that reduce fuel consumption and CO2 emissions aligns the business with Ireland’s broader environ- mental objectives—an increasingly important factor for eco-conscious consumers.
Deliver Better Service
Regular tyre pressure checks and label-based recommendations improve vehicle performance and tyre longevity, reinforcing the tyre specialist role as a trusted service provider.

Get Involved
The SEAI has developed campaign materials to support member conversations with customers, including brochures and digital resources available at seai.ie/tyrelabelling and www.itia.ie, these tools are designed to make it easy for you to integrate tyre label education into your daily operations.

The ITIA will support this initiative with its own social media campaign so it is urging all members to like follow and share online.