Austria Tire Market By Vehicle Type (Passenger Car, Light Commercial Vehicle (LCV), Medium & Heavy Commercial Vehicles (M&HCV), Off-the-Road Vehicles (OTR), Two-Wheelers, Three-Wheelers), By Demand Category (OEM vs Replacement), By Tire Construction Type (Radial vs Bias), By Region, Competition, Opportunities & Forecast, 2020-2030F

Market Overview

Austria Tire Market was valued at USD 917.34 Million in 2024 and is expected to reach USD 1238.49 Million by 2030 with a CAGR of 5.13% during the forecast period. The Austrian tire market is experiencing steady growth driven by the country's strong automotive industry and strict vehicle maintenance standards. With a mix of well-established multinational brands and a few domestic manufacturers, the market offers a diverse range of tire options. One notable segment is winter tires, which hold significant importance in Austria due to its seasonal weather conditions. The country's mountainous terrain and cold winters create a high demand for tires that provide excellent traction and performance on snow and ice-covered roads.

Regulations in Austria require the use of winter tires during specific months, further driving demand in this segment. This not only ensures safer driving conditions but also contributes to reducing accidents and promoting road safety. Additionally, the increasing adoption of electric and hybrid vehicles in Austria presents new growth opportunities in the tire sector. As these eco-friendly vehicles become more prevalent on the roads, there is a growing need for specialized tires that meet the unique requirements of these vehicles, such as low rolling resistance and extended tread life. According to the European Alternative Fuels Observatory (EAFO, 2025), Austria had a total of 200,603 registered battery-electric vehicles (BEVs) by the end of 2024, rising from 155,490 in 2023. This expanding electric vehicle base is increasing demand for EV-specific tires that are optimized for higher torque, heavier loads, and low rolling resistance.

EAFO (2025) also reports that BEVs made up 17.6% of all new passenger car registrations in 2024. Despite this, BEVs represent only 4% of the total vehicle fleet, indicating that Austria's tire market is still largely driven by traditional fuel-powered vehicles, which make up more than 75% of the fleet.

Despite the challenging economic climate brought about by the COVID-19 pandemic, the Austrian tire market has shown remarkable resilience. This resilience can be attributed to the essential role that tires play in ensuring vehicle safety and performance. As drivers prioritize safety, the demand for high-quality tires remains strong, driving the market forward. Furthermore, the tire industry in Austria has been quick to adapt to changing market conditions by introducing innovative technologies and materials that enhance tire performance, durability, and fuel efficiency.

Overall, the Austrian tire market stands as a dynamic and resilient sector, adapting to changing market conditions while meeting the needs of a diverse range of vehicles and driving environments. With ongoing advancements in tire technology and a focus on sustainability, the future looks promising for the Austrian tire industry.                 

Market Drivers

Automobile Sales and Ownership

A fundamental driver of the Austria tire market is the country's automobile sales and ownership rates. According to Statistik Austria, Austria recorded over 5 million registered passenger vehicles in 2024, reflecting consistent growth in the national vehicle parc, which directly influences replacement tire demand. Austria has a relatively high rate of car ownership, with a significant portion of its population relying on personal vehicles for daily transportation. Austria had 289,000 new passenger car registrations in 2024. A substantial portion of these vehicles will enter the tire replacement cycle within 3–4 years, directly contributing to steady aftermarket tire demand across vehicle segments.

This trend is driven by factors such as a well-developed road infrastructure, a strong economy, and a high standard of living. As the number of automobiles on Austrian roads continues to grow, the demand for tires also increases, creating a consistent and substantial market for tire manufacturers and retailers. New car sales and replacement tire purchases are closely tied to this driver, with both contributing to market growth.

Seasonal Tire Demand

Austria's diverse climate, characterized by cold winters and varying weather conditions, fuels the demand for seasonal tires. Winter tires are a necessity for safe driving during Austria's snowy and icy winters, while all-season tires provide versatility for changing weather patterns. The legal requirement for winter tires in certain regions and periods further drives this demand. As consumers become increasingly aware of the importance of proper tire selection for different seasons, manufacturers witness a surge in sales during tire changeover seasons. Consequently, the Austria tire market experiences spikes in demand for winter and all-season tires, generating a significant portion of its revenue.

Environmental Regulations

Environmental concerns and regulations play a growing role in shaping the Austria tire market. As part of broader European Union (EU) initiatives to reduce carbon emissions and improve fuel efficiency, tire labeling regulations have been implemented. These regulations require tire manufacturers to label their products with information on fuel efficiency, wet grip, and noise emissions. Such initiatives influence consumer purchasing decisions, as eco-friendly and fuel-efficient tires become more appealing. Additionally, as sustainability becomes a focal point in the automotive industry, tire manufacturers are investing in research and development to produce environmentally friendly tires, such as those made from recycled materials or designed for longer lifespan, contributing to the market's evolution.

Technological Advancements

The Austria tire market is also driven by ongoing technological advancements in tire manufacturing. Tire manufacturers are continually developing innovative materials and tire designs to improve performance, safety, and durability. These innovations include run-flat tires, self-sealing tires, and smart tires equipped with sensors that monitor tire pressure and tread wear. Moreover, advancements in manufacturing processes, such as the use of automation and robotics, have enhanced production efficiency and quality control. These innovations not only attract consumers seeking high-performance and safe tires but also provide opportunities for tire manufacturers to differentiate their products and gain a competitive edge.

Economic Factors

Economic conditions and consumer purchasing power significantly influence the Austria tire market. Factors such as GDP growth, employment rates, and disposable income levels impact consumers' ability to purchase new tires and vehicles. During economic downturns, consumers may delay tire replacement or opt for more budget-friendly options, affecting premium tire sales. Conversely, during periods of economic stability and growth, consumers are more likely to invest in higher-quality tires that offer superior performance and safety. Additionally, fluctuations in raw material prices, particularly rubber, can affect tire production costs and, subsequently, retail prices, influencing consumer choices and overall market trends.

Safety and Awareness

Increasing awareness of tire safety and its impact on road safety is a driving force in the Austria tire market. Government initiatives and campaigns promoting tire maintenance and safe driving practices have raised public consciousness about the critical role tires play in vehicle safety. Consumers are increasingly looking for tires that not only meet legal requirements but also exceed them in terms of safety features. This awareness drives demand for tires with advanced safety technologies, such as those designed to reduce the risk of aquaplaning or provide better traction on slippery surfaces. As a result, safety-conscious consumers are willing to invest in premium tires that offer enhanced safety features, contributing to market growth.

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Key Market Challenges

Seasonal Fluctuations and Demand Variability

One of the prominent challenges in the Austria tire market is the pronounced seasonality of tire demand. Austria experiences distinct seasons, with harsh winters necessitating winter tires and milder seasons allowing for all-season or summer tires. This leads to fluctuations in demand, with a surge in winter tire purchases during the cold months and a decline during the summer. Manufacturers and retailers must manage inventory effectively to meet these seasonal shifts, which can be challenging. Overstocking winter tires during summer can result in financial losses, while inadequate stock during winter can lead to missed sales opportunities and dissatisfied customers. Balancing this seasonal demand variability requires careful planning and logistics, making it a consistent challenge for industry players.

Environmental Regulations and Compliance

Stringent environmental regulations in the European Union (EU) impact tire manufacturing and marketing in Austria. EU directives focus on reducing carbon emissions, enhancing fuel efficiency, and promoting sustainable practices. Tire labeling regulations, for example, require manufacturers to provide information on fuel efficiency, wet grip, and noise emissions, influencing consumer choices. Meeting these regulatory requirements necessitates significant investments in research and development, potentially increasing production costs for manufacturers. Additionally, the need for sustainable tire materials and eco-friendly production processes presents ongoing challenges. While these regulations align with global environmental goals, they can create hurdles for companies seeking to balance compliance with profitability.

Price Sensitivity and Competition

Price sensitivity among consumers in Austria is a persistent challenge for the tire market. Many consumers prioritize affordability when purchasing tires, leading to a competitive landscape where price wars are common. This can make it challenging for tire manufacturers and retailers to maintain healthy profit margins. Price-driven competition can also discourage investment in innovative tire technologies and materials, potentially limiting the availability of high-performance and safety-enhancing tires in the market. Companies must strike a delicate balance between offering competitive prices and ensuring product quality to remain competitive in this challenging environment.

Market Saturation and Brand Loyalty

The Austria tire market is characterized by a relatively high level of market saturation, with numerous tire brands and models available to consumers. While this variety offers choices to consumers, it also poses challenges for tire manufacturers and retailers. Building brand loyalty in such a competitive landscape can be demanding, as consumers frequently switch between brands and models based on factors like price promotions and recommendations. Moreover, established brands with a strong reputation often hold an advantage, making it difficult for new entrants to gain traction. To thrive in this environment, tire companies must invest in marketing strategies and customer engagement efforts to foster brand loyalty and differentiation.

Economic Uncertainty and Consumer Behavior

Economic fluctuations and uncertainty can significantly impact the Austria tire market. During economic downturns, consumers may delay vehicle maintenance, including tire replacement, in an effort to save money. This can lead to reduced tire sales and revenue for manufacturers and retailers. Conversely, during periods of economic stability and growth, consumers are more willing to invest in high-quality tires, benefiting premium tire manufacturers. Economic factors such as GDP growth, employment rates, and inflation rates directly influence consumer purchasing power and their willingness to invest in tires, making economic conditions a consistent challenge for the industry.

Rising Raw Material Costs and Supply Chain Disruptions

Tire production is heavily reliant on raw materials, particularly natural rubber, synthetic rubber, and steel. Fluctuations in the prices of these materials can significantly impact production costs for tire manufacturers. Natural rubber prices, for instance, are influenced by factors such as weather conditions and global supply and demand dynamics. Additionally, supply chain disruptions, as seen in events like the COVID-19 pandemic, can disrupt the flow of raw materials and tire components, leading to production delays and increased costs. These challenges can affect tire pricing and availability, causing uncertainty in the market.

Key Market Trends

Rising Demand for All-Season Tires

One notable trend in the Austria tire market is the increasing popularity of all-season tires. These tires offer a versatile solution for motorists facing Austria's diverse climate, which includes cold winters with snow and ice, as well as milder seasons with rain and occasional heatwaves. All-season tires provide good performance in a range of conditions, eliminating the need for frequent tire changes between winter and summer sets. This trend is driven by convenience and cost-effectiveness, as consumers seek tires that offer year-round reliability. Tire manufacturers have responded by developing advanced all-season tire models with improved performance, further fueling the demand for this category.

Transition to Eco-Friendly and Recycled Tires

Environmental concerns are a significant driver of market trends in Austria and across Europe. As consumers become increasingly eco-conscious, there is a growing demand for eco-friendly or recycled tires. According to the European Tyre and Rubber Manufacturers’ Association (ETRMA), Austria's tire recovery and recycling rate exceeds 95%, supported by strict EU environmental regulations and extended producer responsibility frameworks. These tires are designed with sustainability in mind, incorporating features such as reduced rolling resistance for improved fuel efficiency and the use of eco-friendly materials, including recycled rubber. Additionally, some tire manufacturers are exploring the development of tires with a longer lifespan to reduce waste. The adoption of green tire technologies aligns with the European Union's initiatives to reduce carbon emissions and promote environmental sustainability.

Online Tire Retailing

E-commerce has witnessed rapid growth in recent years, and the tire market in Austria is no exception. The trend of purchasing tires online is gaining momentum as consumers appreciate the convenience of browsing a wide range of tire options from the comfort of their homes. Online retailers offer competitive pricing, easy access to product information, and the convenience of doorstep delivery or installation services. This trend has encouraged traditional brick-and-mortar tire retailers to establish online platforms to remain competitive in the digital landscape. Additionally, online reviews and recommendations play a significant role in consumer decision-making, influencing brand choices and tire purchases.

Advanced Tire Technologies

The Austria tire market is witnessing a surge in advanced tire technologies aimed at enhancing safety, performance, and convenience. These technologies include run-flat tires that allow vehicles to continue driving safely even after a puncture, self-sealing tires that automatically repair small punctures, and smart tires equipped with sensors to monitor tire pressure and tread wear in real-time. Such innovations align with the market's focus on safety and convenience, appealing to consumers who prioritize these aspects. Furthermore, advancements in tire manufacturing processes, such as 3D printing and sustainable tire production methods, are shaping the market's landscape and driving technological progress.

Premium and Performance Tires

Despite price sensitivity in the market, there is a notable trend towards premium and high-performance tires in Austria. Consumers are increasingly valuing safety, handling, and driving comfort, leading them to invest in tires that offer superior performance characteristics. Premium tire brands that have built a reputation for quality and innovation are benefiting from this trend. High-performance tires are not only popular among sports car enthusiasts but also among consumers who seek enhanced performance in their daily driving experiences. This trend has prompted tire manufacturers to invest in research and development to introduce advanced tire technologies and materials that cater to the premium and performance segments of the market.

Segmental Insights

Tire Construction Type Insights

Tire construction types are a key determinant of performance, durability, and suitability across the Austrian vehicle landscape. Radial tires, which feature a layered steel belt running perpendicular to the direction of travel, are widely favored for their enhanced ride comfort, fuel efficiency, and extended tread life. These attributes make them ideal for passenger cars, commercial vans, and highway applications, particularly in Austria's urban centers and expressways. Their superior heat dissipation and flexible sidewalls provide better grip and stability, especially in wet or variable road conditions common in the Alpine regions. On the other hand, bias tires, characterized by diagonally overlapping plies, maintain relevance in agriculture, forestry, and construction sectors, where high load-bearing capacity and resistance to sidewall damage are essential. Though less common in urban mobility, bias tires are valued in off-road and industrial use cases where durability and ruggedness take precedence. With the growing adoption of electric and hybrid vehicles in Austria, tire manufacturers are revisiting construction methodologies to ensure compatibility with heavier vehicle weights and torque requirements. Innovations in tire design now focus on hybrid constructions that integrate features from both radial and bias formats to meet evolving performance standards, cost considerations, and environmental expectations.

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Region Insights

In 2024, Vienna, Austria's capital and economic hub, plays a pivotal role in shaping the national tire market, accounting for a significant share of demand due to its dense urban population, high vehicle ownership rates, and strong focus on sustainability. The region is characterized by a preference for radial tires, driven by the need for ride comfort, fuel efficiency, and reduced noise levels factors highly valued in city driving environments. Radial tires are well-suited to Vienna’s road infrastructure, offering improved traction, handling, and durability, especially in the stop-and-go traffic typical of metropolitan areas.

Major tire brands such as Bridgestone, Continental, Michelin, and Goodyear have a strong presence in Vienna through authorized dealers, service networks, and retail chains, ensuring wide availability and competitive pricing. These players frequently promote energy-efficient and EV-compatible tire lines, reflecting the city’s rising adoption of electric and hybrid vehicles. Vienna has seen increased investment in EV infrastructure, further supporting demand for low-resistance, quiet-performance tires tailored to electric drivetrains.

Seasonality is another key influence on the Vienna tire market. Given Austria’s mandatory winter tire regulation from November to April, there is a well-established and predictable demand for winter tires featuring enhanced grip and tread performance in snow and icy conditions. As a result, tire retailers and service centers in Vienna typically report high seasonal volumes during tire changeover periods.

Furthermore, the city’s growing reliance on shared mobility services and light commercial delivery vehicles contributes to consistent demand in both consumer and fleet segments. Tire selection in Vienna is increasingly guided by performance, environmental compliance, and lifecycle cost, prompting tire makers to introduce innovative, sustainable materials and smart tire technologies. With its urban sophistication and evolving mobility trends, Vienna is a bellwether for tire market developments across Austria.

Recent Developments

• In September 2022, Hankook Tire announced the celebration of its official partnership with Formula E as its exclusive tire supplier. The launch event showcased Hankook’s commitment to sustainable motorsports and high-performance electric vehicle tire technology. The partnership aligns with Hankook’s broader innovation strategy in the EV sector. This marks a significant milestone in motorsports electrification and brand visibility.
• In April 2025, Kumho Tire announced plans to build a new European tire manufacturing plant by 2027. The facility aims to enhance supply chain efficiency and better serve the growing demand in the European market. The investment is part of Kumho’s strategic expansion and localization plan. This move is expected to boost competitiveness and reduce lead times across Europe.
• In May 2025, Tercelo Tire Group made its first appearance at AUTOPROMOTEC 2025 in Bologna, showcasing a diverse range of high-performance tire products tailored for the European market. The company presented all-season models like CROSEASON 4S and CROSEASON VAN, along with winter tires such as FROST BITE TW01 and ICE KNIGHT. Their TBR and OTR offerings, including models U121, U122, and TAD01, also drew strong interest from attendees. The exhibition boosted Tercelo’s visibility, allowing direct engagement with global partners and reinforcing its brand presence in Europe. Tercelo aims to continue expanding in the region with innovative tire solutions.
• In June 2023, JK Tyre announced the opening of a European Technology Centre, to drive innovation and global product development. This facility will support both OEM and replacement markets, working in synergy with its R&D hubs in India and Mexico. Milan was strategically chosen for its proximity to top European proving grounds and major auto manufacturers. The new centre is expected to enhance JK Tyre’s global competitiveness, particularly in European and North American markets. The company is also recruiting experts in design, engineering, and materials for various tyre segments.

Key Market Players

• Bridgestone Corporation
• Continental AG
• Goodyear Tire & Rubber Company
• Hankook Tire & Technology Co., Ltd.
• Kumho Tire Co. Inc.
• Michelin Group
• Nokian Tyres plc
• Pirelli & C. S.p.A.
• Sumitomo Rubber Industries Ltd
• Yokohama Rubber Company Limited

Report Scope:

In this report, the Austria Tire Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

·         Austria Tire Market, By Vehicle Type:

o    Passenger Car

o    LCV

o    M&HCV

o    OTR

o    Two-Wheeler

o    Three-Wheeler

·         Austria Tire Market, By Demand Category:

o    OEM

o    Aftermarket

·         Austria Tire Market, By Tire Construction Type:

o    Radial

o    Bias

·         Austria Tire Market, By Region:

o    Upper Austria

o    Lower Austria

o    Vienna

o    Burgenland

o    Rest of Austria

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Austria Tire Market.

Available Customizations:

Austria Tire Market report with the given market data, TechSci Research, offers customizations according to the company’s specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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