An inconvenient market truth: Tire users don't show brand loyalty, or even awareness
Do you know what brand your tires are?If Continental Tires has a market reputation in China, it's for being a quality brand. It has earned that reputation through marketing efforts historically focused on high-spec product features and quality materials.
However, consumer usage research reveals that only 1% of total drivers are invested enough to care about the tires they put on their car.
So – how do we connect with the other 99%?
Competitor Michelin currently commands a higher top-of-mind awareness in the market, and...