When industry leaders gathered at Automotive Dealer Day 2025 (ADD25) in Verona, Italy, one message came through loud and clear: aftersales is becoming the strategic pillar for dealerships. Tire Sales the automotive industry transitions to electric vehicles (EVs), traditional sources of revenue—such as combustion engine servicing—are gradually shrinking. Dealers, suppliers, and service networks are all searching for new profit streams.
Among the most promising areas of opportunity is tire sales and tire-related services. Far from being a routine commodity, tires are emerging as a vital component of the aftersales business model, shaped by the unique demands of EVs, evolving consumer behavior, and the rise of digitalization in automotive retail.
Aftersales in Transition
Tire Sales For decades, dealerships relied heavily on routine service for internal combustion engine (ICE) vehicles. Oil changes, exhaust repairs, spark plug replacements, and emissions checks generated steady, predictable income. With EVs, however, many of these services disappear.
Electric cars require fewer mechanical interventions, have longer maintenance intervals, and often feature remote diagnostics that reduce the need for dealer visits. This shift places pressure on dealerships to rethink their aftersales strategy.
Tires, however, remain essential for every vehicle—whether combustion or electric. In fact, the EV transition makes tire management even more critical. With heavier curb weights, instant torque delivery, and regenerative braking systems, EVs put more stress on tires, leading to faster wear and more frequent replacement.
Why Tires Matter More in the EV Era
Several factors explain why tire sales are poised to become a core pillar of aftersales revenue:
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Increased Tire Wear
EVs are typically heavier than ICE vehicles due to their large batteries. The additional weight increases pressure on tires, especially during acceleration and cornering. On average, EV tires may wear 20–30% faster than those on traditional cars. -
Specialized Tire Design
EV tires are not interchangeable with standard tires. They require specific designs to handle heavier loads, reduce rolling resistance, and manage road noise. Premium brands now market dedicated EV tires, creating opportunities for upselling at dealerships. -
Safety and Efficiency
Tires are central to EV range and safety. Poor-quality or under-inflated tires increase rolling resistance, reducing range and energy efficiency. Consumers are becoming more aware of this connection, which increases demand for professional tire services. -
High Consumer Touchpoint
Unlike batteries or software, tires remain a physical wear-and-tear item. They bring customers back to dealerships regularly, offering additional opportunities to sell complementary services.
Insights from ADD25: Tires as a Strategic Aftersales Lever
At ADD25 in Verona, industry panels highlighted how tire services are evolving into a strategic lever for aftersales profitability. Dealerships and service centers must adapt to seize this opportunity. Several key themes emerged:
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Integration of tire services into dealership offerings: Dealerships that promote tire checks, alignments, and replacements as part of a holistic aftersales package see higher retention rates.
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Partnerships with tire manufacturers: OEM-dealer relationships increasingly include collaboration with tire brands to ensure EV-optimized options are available at competitive prices.
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Digital monitoring and predictive services: Connected vehicles now allow real-time tire pressure and wear monitoring, enabling proactive outreach to customers before issues arise.
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Tires as a gateway to loyalty: Regular tire changes create recurring customer interactions. Dealerships that combine tire services with digital loyalty programs gain repeat business.
Challenges in Tire Aftersales
While the opportunity is clear, tire sales are not without challenges. Dealers face several obstacles:
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Price Sensitivity
Many consumers view tires as a low-interest purchase and often shop online for cheaper alternatives. Dealers must justify their pricing by emphasizing quality, safety, and specialized EV performance. -
Inventory Management
Stocking a wide variety of tire sizes Tire Sales, brands, and EV-specific models can strain dealership logistics. Demand forecasting and digital inventory systems are becoming essential. -
Competition from Independent Workshops
Tire chains and independent garages aggressively compete on price and convenience. Dealerships must differentiate themselves through expertise, technology integration Tire Sales, and premium service. -
Consumer Awareness
Not all drivers understand the differences between EV and ICE tires. Education campaigns—both in-showroom and online—are critical to help consumers appreciate the value of specialized Tire Sales.
Digitalization: Driving Tire Sales Forward
One of the most promising developments for tire aftersales is the integration of digital platforms and predictive analytics. Dealerships are increasingly leveraging connected car data and customer relationship management (CRM) tools to identify when a customer’s tires are likely to need replacement.
For example:
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Predictive maintenance alerts can notify both dealer and driver when tread depth reaches a threshold.
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Online booking systems make tire replacement as easy as reserving a service appointment.
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E-commerce integration allows customers to select and pay for tires online, then have them fitted at the dealership.
This combination of digital touchpoints and physical service delivery transforms tires from a commodity into a value-added retention tool.
Opportunities for Growth
The EV transition, combined with digital innovation, creates several growth opportunities for tire sales:
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Tire Subscription Models – Some dealerships and manufacturers are piloting subscription services, where drivers pay a monthly fee that covers tire maintenance and replacement.
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Bundled Service Packages – Combining tire checks with battery health diagnostics or seasonal vehicle inspections encourages customers to return to dealerships.
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Sustainability Focus – Eco-conscious consumers are increasingly interested in tires made from recycled or sustainable materials. Dealers can highlight these options to align with broader green mobility goals.
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Premium Upselling – EV-optimized tires offer improved range, noise reduction, and safety. Dealers can upsell these as essential performance upgrades, not just replacements.
The Road Ahead: Redefining Aftersales Strategy
As ADD25 highlighted, the shift to EVs forces dealerships to rethink their entire business model. Aftersales will remain critical, but it must evolve beyond traditional ICE services. Tires—thanks to their wear patterns, safety role, and direct impact on EV performance—offer one of the clearest pathways to revenue growth and customer retention.
Dealerships that proactively embrace tire sales as a strategic pillar will be better positioned to succeed in the EV era. By combining product expertise, digital innovation, and strong customer communication, they can transform tires from a low-interest necessity into a cornerstone of long-term profitability.
Conclusion
The automotive industry is at a turning point, and dealerships must adapt to new realities shaped by the rise of electric vehicles. At Automotive Dealer Day 2025 in Verona, it became clear that tires are no longer just a commodity—they are a strategic opportunity.
With EVs accelerating tire wear, requiring specialized designs, and demanding regular maintenance, tire sales are set to play an outsized role in dealership aftersales strategies. Dealers that invest in digital platforms, consumer education, and strong supplier partnerships will capture this growing market.
Ultimately, while the engine may be disappearing from the service bay, the tire remains—and in the EV era, it could very well become the dealership’s most reliable growth engine.
