For the past ten years, Hankook Tire has been at the forefront of analyzing the driving habits of Americans through its comprehensive Tire Gauge Index. This annual survey provides a deep dive into evolving trends, including the rise of electric vehicles (EVs), advancements in car technology, and changing attitudes toward vehicle maintenance. As the longest-running survey of its kind by a tyre manufacturer, the Gauge Index has become a critical tool for shaping Hankook’s innovative product strategies to meet consumer demands.
A Surge in EV Interest
The latest findings highlight a dramatic rise in interest in electric and hybrid vehicles. In 2024, one in five respondents indicated plans to purchase or lease an EV within the next year—more than doubling the 8% recorded in 2022. Millennials were identified as the most likely to consider EV ownership, with 36% expressing interest, followed closely by Gen X and Gen Z drivers.
While reduced fuel costs remain a significant motivator for EV adoption, cited by 36% of respondents, this figure has dropped from 58% in 2022. This decline suggests that factors such as environmental benefits and cutting-edge technology are gaining prominence. However, hurdles remain: fewer than 40% of respondents believe EVs perform better than gas-powered cars in adverse conditions, with 45% seeing performance as roughly equal.
Technological Advances Transform Driving
The last decade has seen remarkable progress in vehicle technology, reshaping driver experiences. Features like lane-keeping assist and adaptive cruise control have enhanced perceptions of safety, with 30% of respondents reporting feeling safer thanks to these innovations. However, only 21% admitted to driving more cautiously as a result, and 10% found such features distracting, emphasizing the importance of balanced and user-friendly designs.
Attitudes toward driving personas are also shifting. The percentage of drivers describing themselves as “thoughtful and responsible” declined to 57% in 2024, down from 65% a decade ago. Meanwhile, those reporting road rage incidents inched up to 26%.
Evolving Focus on Maintenance
The survey revealed growing confidence among drivers in basic vehicle maintenance tasks. For instance, 65% of respondents in 2024 felt confident changing a tyre, compared to 52% in 2015. Confidence also grew for other tasks like battery replacement and oil changes. However, with vehicles becoming more complex, 45% of drivers still prefer professional servicing.
Spending on car upkeep has surged, reflecting changing priorities. In 2024, 54% of respondents reported investing in tyres, up from 39% in 2022, while those spending on engine-related maintenance grew from 33% to 51%. Interest in cosmetic upgrades also skyrocketed, with a fivefold increase, driven by the desire for personalization.
Driving Innovation Through Consumer Insights
The Tire Gauge Index not only tracks trends but also informs Hankook’s product development. The company’s iON line, designed specifically for EVs, exemplifies its ability to adapt to market demands. Brooklyn Emery, Hankook’s Brand Communications Manager, explained that the insights gained from the survey allow the company to anticipate industry changes and deliver cutting-edge tyre solutions tailored to consumer needs.
A Data-Driven Approach to Market Leadership
The 2024 Gauge Index surveyed over 1,190 Americans aged 18 and older in late 2023, offering a detailed look at the evolving preferences and behaviors of modern drivers. By staying attuned to these shifts, Hankook continues to position itself as a leader in tyre innovation, ensuring its products meet the changing demands of a rapidly evolving automotive landscape.
As Hankook celebrates a decade of gathering and analyzing data, the company’s commitment to understanding and responding to consumer needs remains unwavering, solidifying its reputation as an industry trailblazer.