Greece Tyre Market – Size, Share, Trends, Opportunity, and Forecast, Segmented By Vehicle Type (Passenger Car, Commercial Vehicle, Two-Wheelers), By Tyre Construction Type (Radial, Bias), By Demand Category (OEM, Replacement), By Region, By Competition, 2020-2030F

Market Overview:

The Greece Tyre Market was valued at USD 516.60 Million in 2024 and is expected to reach USD 685.99 Million by 2030 with a CAGR of 4.84% during the forecast period. The Greece tyre market is witnessing consistent growth driven by rising vehicle ownership, expanding transportation activities, and increasing consumer focus on safety and performance. As vehicle usage intensifies across private and commercial segments, the demand for replacement tyres is accelerating, supported by the ageing vehicle fleet and periodic tyre wear. Growth is further fueled by heightened awareness around fuel efficiency, prompting adoption of low rolling resistance and eco-friendly tyre solutions. Advancements in tyre technology, including smart tyres with sensors for pressure and temperature monitoring, are influencing premiumisation trends and reshaping consumer preferences.

Market Drivers

Increasing Replacement Demand Due to Ageing Vehicle Fleet

The ageing vehicle fleet in Greece is significantly boosting the replacement tyre segment. As vehicles age, components such as tyres undergo natural wear and require more frequent replacements to maintain safety and performance standards. For instance, Greece has some of the oldest vehicle fleets in the European Union, with the average age of cars around 17 years and trucks reaching an average of 23 years, the highest among all member states. Light commercial vehicles and buses in Greece also rank among the oldest, averaging close to 18 years, significantly above the EU averages of 12.5 years for vans and buses. This creates a steady and recurring demand cycle, particularly in the passenger car and light commercial vehicle segments. Older vehicles are also less likely to have tyre pressure monitoring systems, leading to delayed detection of wear, which accelerates the need for replacements. The long lifespan of vehicles, maintained through routine servicing, further sustains this demand. This ageing trend encourages retailers and distributors to maintain broader inventories of tyre sizes and types compatible with a wider range of models. Workshops and garages are also seeing increased tyre service requirements, reinforcing the aftermarket’s role as a key growth driver. 

Rising Awareness of Tyre Safety and Performance

Growing awareness among consumers regarding tyre-related safety and vehicle performance is shaping purchasing decisions and driving market expansion. With increased education on braking distances, wet grip, and rolling resistance, consumers are placing greater emphasis on the technical specifications of tyres. This heightened awareness is prompting a shift from generic or low-cost tyres toward branded, certified products that offer assured quality and safety features. The push from tyre manufacturers to educate customers through advertising, digital content, and point-of-sale information is contributing to more informed purchases. Regulatory frameworks mandating minimum performance and labeling standards are reinforcing this trend, as consumers learn to interpret tyre labels indicating fuel efficiency, noise, and traction characteristics. Fleet operators are optimizing vehicle performance and fuel economy through tyre selection, especially in logistics and transport sectors where operating margins are tight.  

Digital Retail Expansion and E-commerce Influence

The rapid evolution of digital platforms is transforming tyre retail, creating new growth channels and reshaping consumer purchase behavior. Online tyre marketplaces, retailer websites, and automotive e-commerce platforms are enabling consumers to research, compare, and purchase tyres from the comfort of their homes. This transition to digital commerce is improving price transparency, increasing brand competition, and enhancing convenience. As customers become more accustomed to e-commerce, even high-involvement products like tyres are seeing stronger online conversion rates. For instance, between 2017 and 2022, Greece’s total e-commerce turnover surged from USD 5.5 billion to USD 22.55 billion, reflecting widespread digital adoption among businesses. In 2022, 97% of surveyed businesses with 10 or more employees reported using the internet professionally, with 18% receiving online orders generating USD 22.55 billion 6.9% of total turnover and a 54% jump from 2021. The B2C digital retail segment, covering fashion, electronics, beauty, food, and home goods, mirrored this growth, expanding from USD 1.87 billion in 2017 to USD 3.80 billion in 2022.

Download Free Sample Report

Key Market Challenges

Competition from Low-Cost Imports

The influx of low-cost imported tyres poses a significant challenge to domestic distributors and established tyre brands. These imports, often priced well below premium or even mid-range offerings, appeal to budget-conscious consumers and smaller commercial fleet operators. The lower pricing strategy of imported tyres frequently undercuts local margins and forces established players to compete on cost rather than quality or service. Many of these tyres lack robust testing and fail to meet stringent safety and performance benchmarks, raising concerns among regulators and safety advocates. However, their accessibility and aggressive pricing make them popular among certain buyer segments. The presence of unbranded or lesser-known tyre products in the market increases the risk of counterfeit and non-certified stock entering the supply chain. This impacts consumer trust and puts pressure on manufacturers and certified retailers to continuously justify their pricing through added value, such as warranties, better materials, and after-sales support.

Fluctuating Raw Material Prices

Volatility in raw material costs, especially for natural rubber, synthetic rubber, carbon black, and petroleum-based compounds, creates a persistent challenge for tyre manufacturers and suppliers. Price swings in these inputs directly impact production costs and force companies to constantly adjust pricing strategies to maintain profitability. Unpredictable cost increases often cannot be passed on immediately to consumers, particularly in competitive or price-sensitive segments. This puts downward pressure on margins, especially for small and mid-sized manufacturers with limited economies of scale. The impact is magnified when combined with currency fluctuations and import duties, which affect global sourcing and procurement expenses. Long-term supply contracts offer limited protection due to inherent uncertainties in commodity markets. Manufacturers are often compelled to optimize production efficiency, substitute materials, or reduce overheads to compensate for input cost pressures.

Key Market Trends

Growing Adoption of Sustainable and Eco-Friendly Tyres

Sustainability is becoming a central theme in tyre development and consumer preferences, leading to increased demand for eco-friendly tyre technologies. Manufacturers are investing in materials that reduce environmental impact, such as silica-based compounds, recycled rubber, and bio-derived oils. These innovations aim to minimize carbon footprints during both production and usage phases. Tyres with low rolling resistance contribute to improved fuel economy and reduced greenhouse gas emissions, aligning with growing ecological awareness. The trend is further supported by government initiatives encouraging greener mobility and setting efficiency benchmarks. Consumers are beginning to recognize sustainability as a key factor in tyre selection, especially among younger and environmentally conscious buyers. Brands offering sustainable tyres are using certification labels, green branding, and lifecycle analysis to differentiate themselves. There is also a rising interest in circular economy practices, with increased attention to end-of-life tyre recycling, retreading, and waste management. For instance, Continental is boosting sustainability by increasing renewable and recycled materials in tyre production, targeting over 40% by 2030. In 2025, the share will rise from 26% through recycled PET, renewable rubber, rice husk silica, and steel. Using ISCC Plus-certified mass balance methods, Continental ensures traceability and site-specific material use. Innovations like ContiRe.Tex and COKOON replace conventional materials without compromising performance or safety.

Rising Electric Vehicle Demand Driving Tyre Innovation

The growing demand for electric vehicles (EVs) is becoming a major trend reshaping the tyre industry, prompting manufacturers to design products specifically tailored to the unique performance characteristics of EVs. EVs are typically heavier than internal combustion engine vehicles due to battery weight, which increases stress on tyres and accelerates tread wear. To meet these demands, tyre makers are developing reinforced sidewalls, advanced tread compounds, and innovative designs that ensure durability without compromising energy efficiency. Low rolling resistance is especially critical for EVs to maximize driving range, pushing manufacturers to optimize tyre structures and materials for minimal energy loss. Moreover, the near-silent operation of electric drivetrains increases the importance of noise-reducing tread patterns and vibration-absorbing rubber technologies to enhance ride comfort. Instant torque delivery in EVs also necessitates tyres with superior traction to handle rapid acceleration without excessive wear. For instance, in 2024, Greece’s electric vehicle (EV) market experienced strong momentum, with BEV and PHEV sales rising by 36.4%, reaching a 20.6% share of new passenger car registrations in December, up from 15.1% in 2023. Full-year passenger car sales totaled 137,101 units, a 1.9% increase over 2023, with EVs and hybrids driving the growth while petrol and diesel segments declined sharply. Hybrids accounted for 42.3% of annual sales, while diesel dropped to just 7.2%. Bus registrations also surged by 246.8%, reflecting fleet upgrades, highlighting a broader national shift toward electrified mobility across segments.

Rise of All-Season and Versatile Tyres

Consumer demand for convenience and cost-efficiency is fueling the rise of all-season tyres, which eliminate the need for seasonal tyre swaps while offering reliable performance across varying weather conditions. These tyres combine tread designs and compound properties that deliver balanced grip in dry, wet, and light winter conditions. For vehicle owners looking to reduce maintenance complexity and storage needs, all-season tyres offer an attractive solution. The segment is particularly gaining traction in urban and suburban environments, where extreme weather is less frequent and versatility is prioritized. Tyre manufacturers are responding by expanding their all-season portfolios and promoting them as suitable for year-round driving. Retailers are also highlighting these products for their practicality and value-for-money attributes. This trend is impacting traditional winter and summer tyre sales, especially among consumers who drive fewer miles annually or have limited exposure to severe climate conditions.

Segmental Insights

Vehicle Type Insights

In 2024, the passenger car segment emerged as the dominant category in the Greece tyre market, accounting for the highest share in terms of demand and sales volume. The dominance of this segment is driven by the widespread ownership of private vehicles across urban and suburban areas, where daily commuting, leisure travel, and family transportation require consistent tyre usage and replacement. The ageing car parc further supports high replacement cycles, as older vehicles demand more frequent tyre changes due to wear and performance deterioration.

Download Free Sample Report

Region Insights

In 2024, Attica emerged as the dominant region in the Greece tyre market, supported by its dense population, high vehicle concentration, and extensive road infrastructure. The region, home to the capital city and a major economic hub, records the highest rate of private vehicle ownership and commercial vehicle activity, creating consistent demand across both OEM and replacement tyre segments. Daily commuting patterns, urban traffic conditions, and delivery fleet operations contribute to faster tyre wear and more frequent replacements. The widespread availability of service centers, tyre retailers, and distribution hubs in Attica ensures steady supply, competitive pricing, and consumer accessibility, reinforcing its leadership in the national tyre market.

Central Macedonia followed as a significant regional contributor, driven by its status as a major transportation and industrial center. The region’s highway connectivity and cross-border trade routes increase tyre usage for logistics, freight, and heavy commercial vehicles. Agricultural activity in the surrounding areas also supports demand for specialized tyres. The growing urban population in cities like Thessaloniki contributes to steady passenger car tyre replacement needs.

Crete presents growing potential due to expanding tourism and rental car usage, which elevates tyre consumption across short-term vehicle fleets. Seasonal demand from travel-related mobility and terrain-specific driving conditions creates recurring replacement cycles, especially in peak tourist months.

Recent Developments

• ​In 2025, Kumho Tyre UK debuted at the Road Transport Expo, showcasing five commercial tire models focused on safety, durability, and fuel efficiency. Highlights included advanced tread technologies and low rolling resistance compounds designed for fleet performance and sustainability.
• In 2025, Goodyear sold the Dunlop tyre brand to Sumitomo Rubber for $701 million. Goodyear will continue producing and distributing select Dunlop tyres in Europe through the end of 2025 under a licensing deal.
• In June 2025, Guizhou Tyre revealed plans to begin trial production of Advance brand car tyres, following expansion in Vietnam. Despite profit and cash flow declines in 2024, the move signals fresh growth potential.
• In 2025, South Korea’s second‑largest tire manufacturer is reportedly evaluating sites in Poland, Serbia, and Portugal for its debut European production facility. The move marks a strategic expansion into Europe, aiming to bolster local supply chain resilience.

Key Market Players

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

Report Scope:

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

•           Greece Tyre Market, By Vehicle Type:

o    Passenger Car

o    Commercial Vehicle

o    Two-Wheelers

•          Greece Tyre Market, By Tyre Construction Type:

o    Radial

o    Bias

•           Greece Tyre Market, By Demand Category:

o    OEM

o    Replacement

•          Greece Tyre Market, By Region:

o    Attica

o    Central Greece

o    Central Macedonia

o    Crete

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Greece Tyre Market.

Available Customizations:

Greece Tyre Market report with the given market data, Tech Sci 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).

Greece Tyre Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]