1. Who is the users’ target for high
performance tyres?
Estoril July 2011

2. TNS Automotive, expert in Automotive
research…
TNS – a worldwide market research institute
Leader in Automotive Ad hoc research in Europe
200 researchers dedicated to Automotive in Europe
Area of market research expertise
Market understanding
New product development
Brand and communication
Customers and employees satisfaction
Working with the leading companies in the
Automotive sector
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3. Our Clients
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4. Understanding the car market
By carrying out numerous studies with key players in the automotive
sector, we have created a solid knowledge base of market
expectations and motorist profiles.
Learning shared today gained from our exploratory research
programs conducted throughout Europe over the last couple of
years.
In order to answer a very simple question :
Who is the users’ target for high performance
tyres?
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5. Today’s automotive context…
Who is the users’ target for high performance tyres?

6. New constraints for the automobile…
Environmental impact is a greater factor
and can make some people feel guilty
You can’t go everywhere by car any
more!
And not as speed as one’s could whish …
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7. A flagging symbol or a dream to be
reinvented?
If for 70%, the car is just a means of transport
• For a small minority, the concept of no longer owning a car is
even starting to make headway
For 90% of European motorists it is still a symbol of
independence and freedom
And for 30%, it is important, even necessary to
encourage, or even rediscover, the driving pleasure
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8. At the heart of the movement lies the high
performance vehicle driver…
Who is the users’ target for high performance tyres?

9. Who is he?
A sports car or super sports car driver
Inspired by a passion for driving & a love of cars
With an uninhibited attitude towards the car
Has high expectations of making the most of his car
“it takes 10 minutes to
get to the office, but I
drive anyway; it is pure
class”
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10. A driver who feels a strong symbolic and
emotional commitment to his car
“When I know I’ll drive “I use it for
it I wake up with a everything. My life
smile. I can’t help it” would be boring
without it.”
“This car was so
beautiful, I chose it “I love the style, I think
because I felt in love it’s fantastic, and I feel
with its back” that reflects on me when
I am in the car”
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11. Typical profile (1/2)
Generally active & metropolitan
A lover of sport in general and motor sports in particular
Actively involved in his job
“I am where I
always wanted to
be: a great job and
my car”
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12. Typical profile (2/2)
… And knows how to make the most of life & leisure
A major information user…
… he is also very active in social networking (offline &
online)
“I always keep busy; I
don’t know what it
means to be bored;
I’m always on the
move”
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13. To sum up, one of life’s hedonists … behind the
wheel as well!
“Driving in the “It’s really cool driving on
countryside making the mountain roads, you can
most of the sun, it’s just use the car to its full
perfect: it gives you a potential, you can really
sense of freedom like drive and experience all
nothing else” the sensations the car can
give you ”
“I feel good when I am in my
car; I can express myself
through my driving”
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14. What role do tyres play in this
relationship with the car?
Who is the users’ target for high performance tyres?

15. Tyres are a feature that make a big difference to
the driving pleasure
For 68%, tyres play an important role in enhancing the
driving pleasure
“Tyres are the car shoes,
they can make the car
express itself at the
maximum of its
possibilities”
“Tyres should
seamlessly match the
sportiness of the car’”
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16. Expectations regarding tyres that go
beyond the purely functional
Functional requirements Emotional requirements
Highest quality in terms of:
Racing & sporty image
• Safety Designed for Sport &
High performance cars
• Longevity,
robustness Good-looking tyres Reputable brand
• Sportiness, Recommended
(Road handling and feeling) Premium image
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17. An among these functional requirements,
which benefit is the most desired?
Safety?
Longevity & robustness?
Sportiness (road handling & feel)?
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18. All these features: a balance of
performance is central to achieving target
high performance!
Safety is an extremely, or very, important factor for 73%
Longevity & robustness for 66%
Sportiness & performance for 66%
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19. Thank you!