The measure is believed to be a way to disadvantage the lower cost Asian tyre brands in the EU market. They are usually a lot cheaper than the European-made tyre but pales in comparison with the European brands in most aspects.
According to the European Tyre and Rubber Manufacturers’ Association, the market share of non-European brands in the region increased to 23% in 2011 from 20% in 2007. Austerity measures stemming from the sovereign-debt crisis could have heightened the allure of budget tires.
For passenger car, light truck and truck tires, the information must be available in technical promotional material such as leaflets and brochures as well as the manufacturer website. The video by Nokian Tyres below explains the details of the new regulation.