TBR Tyre Market 2025: Challenges, Trends & Opportunities
We recently sat down with members of our sales team Yusuf Gorken and Bartek Bauer, to discuss the current state of the Truck and Bus Radial tyre market. With the market facing a mix of challenges and opportunities, we wanted to hear directly from the people on the ground about customer demand, key trends and how Universal Tyres is positioning itself for the remaining of 2025 and beyond.
Q: How would you describe the current state of the TBR tyre market?
Yusuf: “The market remains slow, driven by rising prices, customer hesitation and the price sensitivity of end customers. This trend hasn’t just continued from last year, but has extended even further.”
Bartek: “The European truck tyre market in 2025 is still under pressure following a decline in 2024, although there was a modest 3% increase in sales in Q4. Challenges persist due to imports from outside the EU, high raw material, energy, and logistics costs, as well as lower vehicle production, which has reduced demand for OEM tyres. In Poland, for instance, there’s a noticeable decline in medium-segment tyre sales, with many fleets focusing on cheaper Asian imports to survive.”
Q: What key trends or changes are you seeing in customer demand right now?
Yusuf: “There’s a growing desire for private-label products that offer consistent quality at a competitive price. Customers want cost-effective options without compromising reliability, making the price-performance ratio a critical factor.”
Bartek: Customers and fleets are increasingly looking for low-cost options. Only a small percentage around 5% consider fuel efficiency or durability when choosing tyres. Many wholesalers and dealers prioritise offering cheap Asian tyres.”
Q: What role does innovation and technology play in influencing customer decisions?
Yusuf: “After fuel costs, tyres represent the second-highest expense in transportation. It is therefore essential to find a product that offers an optimal price-performance ratio. In this context, the tyre’s lifespan plays a crucial role in determining the cost per kilometer.”
Bartek: “For most fleets right now, cost is the primary concern, so the impact of technology is secondary. However, the long-term value of tyres, such as durability and fuel efficiency remains important for fleets looking to optimise total operating costs.”
Q: From your perspective, what sets our TBR tyres apart in today’s market?
Yusuf: “Our tyres and our brand are the answer to the challenges mentioned earlier. As a young and rapidly growing company, once a newcomer in the truck tyre market, we have already established a strong position across Europe. Beyond high-performing tyres, our strength lies in listening and responding quickly to partner needs. We’ve established a strong presence across Europe, from Scandinavia to Cyprus and Portugal to Poland. Our responsiveness, local partnerships and tailored solutions, including upcoming winter ranges and custom patterns set us apart.”
Bartek: “Universal Tyres fits the current market perfectly. We focus on cooperation with dealers, which many major manufacturers neglect by selling directly to fleets. Our approach builds trust, ensuring that dealers and fleets feel supported rather than bypassed.”
Q: Looking ahead, what do you think will be the biggest opportunities in the TBR sector?
Yusuf: “Looking ahead, the EUDR regulation will play an important role in Europe. As a result, some budget brands will disappear, while many others will struggle with price increases. We have already taken proactive measures and are fully prepared for the future, ensuring that our partners continue to benefit from strong availability at an excellent price-performance ratio. We will continue to stand side by side with our partners throughout this situation and will not use it as a new source of margin. This commitment defines us and sets us apart from the competition.”
Bartek: “Opportunities lie in understanding the evolving market and supporting dealers who are increasingly cautious due to direct manufacturer sales. Building strong partnerships will be key to capturing market share in this competitive environment.”
By combining market insight with strong partnerships, Universal Tyres is well-positioned to navigate the challenges and opportunities that present themselves. Our sales team continues to work closely with dealers and fleets across Europe and beyond, ensuring that customers have access to high-performing, reliable and competitively priced TBR tyres.