Drivers are increasingly combining digital tools like search engines and artificial intelligence (AI) with trusted human advice from mechanics and personal contacts when researching new tire purchases, according to recent survey findings. This blended approach suggests a broad desire among consumers to weigh multiple opinions before making a decision.
Research from Hankook Tire’s Gauge Index Survey indicates that two-thirds of drivers consistently research multiple sources before acquiring new tires. This trend reflects a growing recognition that the most effective strategy for tire shopping integrates insights from both technology and human expertise.
For many, the process begins online. A quarter of respondents typically start their tire research with a search engine, making it the most common initial step identified in the survey. Retailer or dealer websites follow, serving as a starting point for 16% of drivers, while 15% begin with a recommendation from a mechanic.
AI tools are becoming a significant part of the research landscape, with 42% of drivers reporting they have used an AI tool more than once to research or compare tires. Additionally, 11% of respondents who have not yet used AI plan to do so for their next tire purchase. Despite this growing adoption, only 5% of respondents indicated that an AI assistant or chatbot would be their initial stop for tire research. This suggests that drivers often incorporate AI later in their process to help process information or structure comparisons.
Human advice remains a crucial factor. More than a quarter of drivers typically begin their tire research with a recommendation from a mechanic (15%) or from friends or family (12%). This highlights the enduring value of personal experiences and professional guidance in a purchase decision that can be highly individualized.
Each research method serves distinct purposes. A search engine can help drivers organize initial questions and identify types of information for comparison. Retailer and dealer websites provide platforms to review available options and read feedback from other customers.
AI can assist in transforming a general concern into specific questions, identifying key terms for further investigation, comparing different categories of information, or preparing for discussions with retailers, dealers, or repair professionals.
Trusted advice from friends and family offers firsthand experiences, while a mechanic can provide context specific to a vehicle and driver's needs. The importance of professional input is underscored by the fact that more than one in five respondents (21%) list advice from a repair shop among the top three reasons that would prompt them to buy new tires.
A tire purchase is often prompted by practical indicators, such as a dashboard warning light, a visit to a repair shop, noticeable worn tread, or simply realizing that a current set of tires is nearing a mileage milestone. Given these varied triggers and the personal nature of tire selection, the availability and utilization of multiple research avenues empower drivers to make more informed decisions for the road ahead.