YellowTire released online tire market data for June 2026, revealing the top four car models with the most tire searches: Toyota Fortuner, Honda HR-V, BYD Dolphin, and BYD ATTO 3, reflecting tire demand across PPV, SUV, Crossover, and electric vehicles.
According to reports, YellowTire.com disclosed the Thailand Tires Market Review for the first half of 2026, covering January to June, showing that tire searches for EVs on the platform increased to 67.54% in June 2026, up from 37.62% during the same period last year.
This data indicates that Thailand's online tire market is fully entering the EV era, while consumers are starting to select tires based on vehicle compatibility, performance, price, and usage type rather than brand loyalty alone. However, YellowTire noted that this data reflects search and comparison behavior on their platform, not total tire sales figures in Thailand.
Although EVs hold a high share of searches, interest in other vehicle groups is returning, with passenger cars increasing to 14.02% and pickups to 12.68%. This shows tire demand is not limited to EVs but also spans passenger cars, pickups, SUVs, and PPVs, which still have large user bases in Thailand.
The most popular tire size in the first half of the year was 265/60R18, setting a 13-month high; this size fits many pickups and PPVs such as Toyota Fortuner, Hilux Revo, Isuzu D-Max, MU-X, Ford Everest, and Mitsubishi Pajero Sport.
Meanwhile, tire size 185/60R15, common for small passenger cars, continues to attract steady interest, reflecting a strong base for passenger vehicles despite rapid EV growth.
Interest in 19- and 20-inch tires also rose compared to last year, aligning with the expanding market for SUVs, Crossovers, and new electric models that favor larger wheels.
The car models with the highest tire searches on the platform in June 2026 are:
This list reflects demand from three main vehicle categories: PPV and SUVs, Crossovers, and electric vehicles, which increasingly influence the replacement tire market.
Another key change is greater brand competition in the tire sector. Analysis of Consideration Share on the platform shows Yokohama leading with 13.48% interest in the first half, followed by Bridgestone at 9.50% and Michelin at 8.46%.
Meanwhile, the combined interest share of these three main brands dropped from over 40% in 2025 to about 27% in June 2026, indicating consumers are more open to alternative tire brands.
Mid-tier and value brands like Otani, Maxxis, Toyo Tires, Continental, Goodyear, and Lenso are increasingly significant, as consumers prioritize value, performance, and suitability over brand name alone.
Mr. Witthaya Kunawichayanon, founder of YellowTire, said the first-half data shows Thai consumers no longer choose tires solely by brand or lowest price but now search for vehicle-appropriate tires, compare prices, read information, and select shops offering genuine service.
Therefore, having an online presence and leveraging customer behavior data have become crucial competitive factors for tire businesses.
In light of continued subdued consumer spending, YellowTire recommends tire retailers adjust in four areas:
1. Increase visibility on online channels to reach customers during their search and comparison stages.
2. Use localized demand data to manage inventory rather than relying solely on experience.
3. Prepare stock to meet the needs of EVs entering their first tire replacement cycle.
4. Offer product portfolios covering Premium, Medium, and Value segments.
The report also found that online tire search demand in provinces continues to grow, with Bangkok’s share dropping to 35.22%, while Nakhon Ratchasima, Chonburi, Chiang Mai, and Khon Kaen show clear increases, presenting opportunities for regional tire shops to better reach customers online.
For manufacturers and importers, the report suggests mass marketing is no longer enough as consumers have more specific needs based on car model, tire size, region, and budget.
YellowTire proposes a marketing approach focused on Car Model × Tire Size × Region × Price Tier to reach consumers precisely when they are searching and ready to buy.
Overall, this indicates the Thai tire market competition is shifting from price and brand name alone to a battleground of data, product readiness, and online customer access, with EV growth as a key market driver going forward.