Having known many tyre distributors in Malaysia it was very interesting to learn an interesting fact about Malaysian consumers. From a survey conducted by an international research company it was discovered that the Malaysian consumers use these top 3 factors to determine their tyre purchase:
1. Brand
2. design
3. OE - meaning original fitment tyre from car factory
Price was not even in the top 3 which is very surprising considering that the cost of tyres are increasing every year but yet the Malaysian consumer focuses more on these 3 key factors. These facts have pushed the big tyre companies to focus their marketing efforts on brand building to keep brand visibility and brand awareness as strong as possible.
The design factor is a subjective one as not all consumer are familiar with tread pattern design with many still thinking that a noisy tyre is lousy but forgot that a V tread unidirectional tyre will naturally be noisier than a straight grooved design tread.
Landing an OE supply deal for tyre companies is not easy and some tyre companies supply tyres to car companies at cost price making practically no profit but hope to make far more profit on tyre replacement.
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