The mid range is where most tyre decisions are actually made, and it is the tier people understand least. The names sound unfamiliar, so they get read as unknown quantities, when a good number of them belong to the same companies as the premium brands. Michelin owns Kleber and BFGoodrich. Continental owns Barum and Semperit. Goodyear owns Sava and Debica. Bridgestone owns Firestone. These are not imitations of the big names, they are the big names selling under a second badge, generally built in the same plants to the same manufacturing standards.
What you are giving up is usually generation rather than quality. A mid range tyre often runs the tread pattern and compound the premium line was using a few years ago, which is a genuine step back in wet braking and in how well the tyre holds up once it is half worn, and is also a very long way ahead of the unbranded end of the market. For a car that lives in town and covers modest mileage, that trade is frequently the sensible one. We will tell you which tier we think the car in front of us actually needs, and we will not pretend the gap between them is nothing.
A tyre bought in a hurry is usually the wrong tyre. Once it is settled, the van comes to you in Bayswater with the tyre already on board, fits it where the car stands and balances every wheel it touches. Midnight in Lancaster Gate, midday in Porchester, the same call either way. School run in Cleveland Square or 1am in Westbourne Grove, we answer the same.
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A great many cars around here cover very little ground: a few miles a week, a lot of standing in a bay off Inverness Terrace, and the occasional longer run. On that diet the premium line is not always the right answer, because much of what it buys you is performance at sustained speed and in heavy wet conditions. The mid range tiers, particularly the ones owned by the big four manufacturers, tend to suit that use very well. What we would not do is put the cheapest thing available under a heavy car and describe it as a saving.
A driver near Lancaster Gate had been quoted a brand they had never heard of and assumed the worst of it. It turned out to be built by one of the largest manufacturers in Europe rather than by nobody in particular, which changed the conversation entirely.
A car doing long fast road runs every week was better served by the top line, and we said so. The gap between the tiers shows itself under heavy braking in the wet, which is precisely what that car spends its time doing.
Three options were quoted for one car on a street off Porchester Road, with the differences between them explained rather than left as a list. The owner took the middle one, which is what most people do once they can see what they are choosing between.
No, and that is the most common misunderstanding about the tier. Several of the familiar mid range names are owned outright by Michelin, Continental, Goodyear or Bridgestone and are built to the same standards. The budget end of the market is a different thing entirely and mostly comes from elsewhere.
Usually the newest generation of tread pattern and compound. That shows up mainly in wet braking and in how well the tyre keeps its performance once it is half worn. It is a real difference rather than a marketing one, but it is a step down rather than a cliff edge.
Kleber and BFGoodrich sit under Michelin. Barum and Semperit sit under Continental. Sava and Debica sit under Goodyear, and Firestone sits under Bridgestone. Ask about any name you are quoted and we will tell you whose it is, because it is a fair question with a straightforward answer.
Use and mileage, mostly. A car doing short town journeys and a few thousand miles a year rarely needs the top line. A car doing regular fast road miles in British weather generally does. Tell us how the car actually gets used and we will be straight about where the difference is worth having.
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