To coincide with Ireland’s Tyre Safety Day, which falls on Monday October 5 this year, premium tyre manufacturer Continental Tyres Ireland have partnered with content creator Michael Deady to encourage motorists, particularly younger drivers, to develop the simple habit of regularly checking their tyres.
Tom Dennigan, Head of Continental Tyres Ireland, met with Michael at a Modern Tyres outlet in Dublin where they highlighted some real-world examples of tyres recently removed from vehicles that had been driving on Irish roads just a short time beforehand. They participated in a social media video piece that demonstrates the levels of wear and damage that can develop when tyres are neglected and reinforces the message that drivers should not wait until their tyres reach such a condition before taking action.
Tom Dennigan commented: “One of the most surprising things for people to see is the condition of some of the tyres that are removed from vehicles in tyre dealers across the country every day – tyres very obviously worn to a level below the minimum legal tread depth of 1.6mm and tyres with very obvious cuts and bulges that could increase the risk of tyre failure. In the video with Michael, we show examples of such tyres that had been carrying motorists and their families on our roads less than half an hour before they were replaced. The reality is that many drivers simply don’t look at their tyres often enough. Surveys at tyre dealerships across Ireland show that easily, 50 percent* of tyres replaced, are worn or damaged to such an illegal level as the ones we are highlighting in the video.”
“The good news is that regular tyre checks are neither complicated nor time-consuming. You don’t need specialist knowledge or expensive equipment. A quick visual inspection once a week or every fortnight can help identify problems before they become serious safety issues. If in doubt, our advice is to consult a professional, as in some cases, issues like uneven wear on the inside of a tyre can only be picked up if the wheel is removed or the vehicle is hoisted on a ramp.”
Tyres are the only point of contact between a vehicle and the road, making them one of the most important safety components on any vehicle.
According to Tom Dennigan: “We want to get away from the perception that tyre maintenance is something technical or something best left entirely to the experts. Drivers can learn a lot from a simple walk around their vehicle. Check the tread, keep an eye out for any cuts or bulges, and make sure tyre pressures are correct. Those few minutes could make a significant difference to your safety and the safety of other road users. And there can be benefits beyond safety. Driving on damaged or incorrectly inflated tyres can contribute to premature wear, so regular checks can also help motorists get the best from their tyres.”
As with previous Tyre Safety Day campaigns, Continental Tyres Ireland has chosen to work with a digital content creator to help communicate the message to younger audiences. The goal is to encourage drivers to adopt good tyre safety habits early in their driving lives so that regular tyre inspections become as routine as checking fuel levels or charging an electric vehicle.
Michael Deady said: “Many young drivers understand the importance of looking after their cars, but tyre checks are often overlooked. Working with Continental on this campaign was a great opportunity to show just how easy it is to carry out a quick inspection and spot some potential problems before they become more serious. If drivers start doing these checks early on in their driving lives, it becomes second nature.”
Tom Dennigan concluded: “Our message this Tyre Safety Day is simple: don’t let your tyres get into a dangerous condition. Regular checks take only a few minutes, require no specialist training and can help keep you, your passengers and every other road user safer. Good tyre safety starts with good tyre habits, and the earlier those habits are formed, the better.”
The tyre safety informational video will appear on the Continental Tyres Instagram account to coincide with Tyre Safety Day: https://www.instagram.com/continental.tyres/?hl=en
