Commentary: How dealers can prepare for EV road ahead

Despite supply-chain turbulence and pandemic setbacks, the automotive industry remains on the road to an electric future.

Bolstered by rising consumer appeal and regulatory efforts to incentivize adoption and reduce manufacturing costs, that future could come sooner than we expect: BloombergNEF now predicts that more than half (52%) of new passenger vehicles on our roads will be electric by 2030, an increase from previous forecasts of roughly one-third of vehicles.

While auto makers focus on optimizing the driving experience for electric vehicle (EV) owners, there remain substantial engineering differences between traditional internal combustion engine (ICE) platforms and EVs.

The weight and design of EVs creates a significant shift in how their tires are expected to perform, and a new challenge for tire dealers as they adjust to this growing market segment.

Here are four factors dealers should keep in mind as we transition to an electric future.

On the face of it, customers will have a hard time distinguishing between an ICE and EV tire, but dealers should understand inherently why there needs to be two different tire types, and that begins with understanding the key differences between the vehicles themselves.

The more distinct differences of an electric platform include:

• Heavier lithium-ion battery packs, which increase weight by roughly 10% to 20% and stress load-bearing components across the vehicle's chassis, including tires;
• Power delivery, which is nearly instantaneous thanks to the absence of gear ratios and torque values that often eclipse their ICE counterparts; and
• Perhaps the most telling difference is the lack of engine noise. While great for comfort, this opens new challenges surrounding road-going feedback and noise.

These differences mean that an EV needs a tire built to be strong, quiet and capable of handling that instantaneous power. The good news is that many tire manufacturers have been investing heavily to deliver tires that meet those needs, with technologies such as:

• Noise-reducing technologies integrated at the tire's tread level with multi-pitch sequencing techniques to combat against "tire drone" that is elevated in the absence of an ICE. Also, cavity noise is decreased by applying a noise-absorbing material inside.
• Stronger and more durable rubber compounds to meet increased friction from electric motors and compensate for added weight.
• Lower rolling-resistance tread profile and block patterns to enhance the available battery range while driving.
• Jointless and high-strength belt reinforcements to accommodate and counteract the deformation forces of the vehicle's weight and preserve structural integrity while at speed.

One of the significant variables in ushering in this new platform is how dealers support customers with confidence and value.

With myriad tire brands and nameplates, a wealth of fitment options traditionally have been available to meet consumer preferences based on driving habits, price range and, most importantly, vehicle size.

The early days of the EV category were dominated by a homogeneous range of mostly compact vehicles that required only a handful of size and performance options for new tires.

Today, the market is as diverse as its ICE counterpart, ranging from SUVs to light trucks to sporty coupes. That means dealers need to diversify their portfolio of EV tire sizes and styles just as they do for ICE vehicles, accommodating every type of customer — from the value-minded to the performance-focused.

Beyond the performance needs, dealers need to be ready for a shifting consumer mindset.

EV drivers are more likely to consider durability and efficiency of tires and to have a growing awareness of the environmental impact of their purchases, which means more focus on sustainability of the tires they buy.

As a result, dealers can serve their customers more effectively by being armed with information on how EV tires are made: the use of sustainable materials, carbon-neutral production and low-emissions shipping are all key factors in decision-making for this new generation of consumers.

These considerations go beyond the new tires, as many consumers want to be reassured that the disposal of their old tires minimizes environmental impact. A recycling partnership with tire manufacturers or local organizations can add credibility for customers.

It's an exciting time for the automotive industry despite the challenging terrain experienced thus far.

New technologies and innovations allow us to discover new opportunities to serve a shared customer base better and adapt to new roads ahead. For electric vehicles, possibilities are still being found, and dealers can champion this new era.