When it comes to heavy-equipment tires, the most trusted brand isn’t universal. A survey by LECTURA found that the “best tire brand” varies depending on the field of application, region, and user priorities. This is a key insight for tire manufacturers, OEM procurement teams, and equipment rental firms who need to tailor their strategy per segment.
Global vs Sectoral Leaders
According to survey data:
- Globally, Michelin holds the lead in total market preference.
- In agriculture, brands like BKT and Trelleborg dominate.
- In construction equipment applications, Continental is the preferred choice.
These distinctions reflect the reality that contractors, farmers, rental companies, and OEMs don’t all prioritise the same tire attributes. On fields, traction, soil protection, and long life matter most; on construction sites, durability under heavy loads, specific compound resilience and quick serviceability become more important.
Segmented Buyer Priorities
Here are some of the factors behind the differences:
- Field (Agriculture): Operators look for tyres that minimise soil compaction, provide good floatation, and offer long life across seasons. Hence BKT and Trelleborg have strong positioning there.
- Site (Construction/Rental): Durability under heavy loads, cut resistance, predictable wear and availability of local support matter. Continental’s favour in this segment reflects precisely that.
- Global reach: Michelin’s broad brand recognition supports its global lead. Many buyers favour a well-known global brand when they serve mixed geographies or require consistent parts and service across regions.
Why this matters for OEMs and Suppliers
For companies procuring or supplying tyres, the implications are clear:
- Don’t assume one size fits all. A “global brand” win doesn’t necessarily translate to success in a niche segment.
- Align brand partnerships with application. Construction OEMs might benefit from emphasising Continental’s site performance; agricultural machine manufacturers may highlight BKT or Trelleborg; fleets deploying machines globally may lean toward Michelin.
- Use perception data to guide procurement and marketing. Surveys like LECTURA’s give clarity on which brands end-users trust most in each segment, region or machine category.
Regional buying behaviour still plays a role
Beyond sector, regional differences influence tyre-brand preference: availability, dealer network, local service support, national brand loyalty and even language of marketing can shift which tyre brand is trusted. When a procurement strategy ignores regional variation, it may fail to resonate with end-users.
How to use survey-driven insights
A targeted survey among equipment owners, fleet managers or rental firms can reveal:
- Which tyre brands they trust for their specific application and region.
- What buying channels they use (OEM dealer vs tyre store vs marketplace).
- What factors matter most to them (price, durability, service, brand).
- Where brand awareness is weak or needs reinforcement.
By accessing an audience of over 1.1 million professionals and surveying across 200+ equipment categories, LECTURA Surveys can deliver segmentation insights in just weeks — enabling procurement and marketing decisions supported by real data, not assumptions.
The takeaway
In the tyre world, “best” depends on where you are, what you do, and what you value. A brand leading globally may not win in a specific niche; a regional leader may have hidden strength. For OEMs, suppliers and rental companies, the smart move is to base decisions on targeted survey evidence — and use those insights to select the right brand partnerships, channels and communication messages.