Continental Tyres is currently regarded as the leading player in the European tyre pressure monitoring systems (TPMS) market in terms of sales and market share. However Continental Tyres readily recognizes that consumer awareness of TPMS is relatively low at the moment. In part at least, this is likely to be because such systems have achieved only a small degree of market penetration. However, legislation across Europe is becoming increasingly more important throughout the EC and Continental Tyres is well placed to meet market demand as more and more vehicles are fitted with the technology.
In fact Continental Tyres is already geared up for the massed introduction of TPMS, with everything needed to support upcoming European regulations already in place. In addition, Continental Tyres takes careful steps to ensure that it keeps fully up to date with all the latest technologies that are appearing in response to the needs of legislation, vehicle manufacturers and end-users. However most commentators agree that a knowledge gap can more usually be found at the garage and tyre dealer level where awareness of the subject is regarded as quite low. It's clear therefore that for Continental Tyres, as well as for other leading manufacturers, the need to educate their dealers through training is paramount.
According to Continental Tyres, one explanation for the knowledge gap is that there is a minimum level of experience in the market because the TPMS technology has only been available as an option for a relatively short period of time. Because of this, Continental Tyres is making great efforts to promote awareness of TPMS and plans to continue and expand its dealer training programmes to bridge the knowledge gap. At the same time, Continental Tyres is also planning to use media campaigns and OEM end user/dealer information packages to spread the word more widely.
A cornerstone of Continental Tyres' strategy in this respect is to actively promote the beneficial effects of TPMS in terms of its environmental, fuel saving and safety benefits. Clearly, for Continental Tyres the fuel savings and emissions reductions will have a strong appeal both across the industry and to the motorist in general. However, the usability of TPMS systems is also very important and Continental Tyres believe that as more and more motorists become familiar with the systems, they will come to recognize the overall benefits rather than simply seeing TPMS as another example of irritating legislation.
Author Resource:
Written by Leslie J Renfrew A guide to Continental Tyres available online.
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