Along with the pandemic, big tire brands are facing unique challenges. While trends have increasingly shifted online due to Covid, the tire market has been more hesitant to growing its e-commerce presence. Trade tariffs and the growing popularity of SUV’s and electric vehicles are also driving up the price of tires, posing an issue with attracting focus-savings consumers. Existing in a competitive market, many of the world’s biggest tire brands are focused on standing out to customers.