|How can we increase customer involvement in tires? We are looking for services and experiences to create a stronger emotional connection with our end-user.|
The tire industry is getting ever more commoditized. As a result, price becomes ever more a key driver in the decision-making process compared to the actual brand and reputation. As consumer involvement for tires is low, this also means that loyalty and repeat sales are going down. This is something we, as Brigestone, want to change, making sure that people keep consciously choosing for our premium quality tires because of a strong, emotional connection with our brand.