Are drivers ready to pay more for "green" tires?

The company Ikon Tyres conducted a survey among car owners from different regions of Russia to find out how important the factor of environmental friendliness of tires is for them when buying a new set. The results of the study are presented by «Auto Mail».

As part of the survey, more than 50% of drivers said they pay attention to the environmental friendliness of tires, in particular, they are interested in the composition of rubber compounds and whether the manufacturer adheres to the principles of responsible production, however, only 33% of respondents said they are willing to pay extra for more "green" tires.

Ikon says that such consumer preferences - environmental protection is important, but the additional costs associated with it are undesirable for the majority - are taken into account when developing tires that are created "with care for the environment, but with an eye on the price sensitivity of the audience".

As part of this strategy, Ikon, for example, increases the share of raw materials from renewable sources and does not use highly aromatic carcinogenic oils. The carcinogenic safety of Ikon tires was demonstrated not so long ago in Roskachestvo tests, in which the summer model Ikon Autograph Aqua 3 SUV confirmed compliance with the new GOST, which limits the use of hazardous materials in tire production.

In early 2026, Ikon also conducted a survey to find out how Russian car owners dispose of old tires, and only 47% of respondents indicated that they care about their environmentally friendly disposal, while 9.8% reported that they throw away tires along with household waste in containers or take them to landfills, although both options are directly prohibited by law.

Photo: Ikon Tyres