{"id":480,"date":"2025-11-04T11:02:53","date_gmt":"2025-11-04T09:02:53","guid":{"rendered":"https:\/\/www.pneus-online.fr\/mag\/?p=480"},"modified":"2025-11-04T11:10:48","modified_gmt":"2025-11-04T09:10:48","slug":"pourquoi-les-ventes-de-pneus-reculent-en-2025","status":"publish","type":"post","link":"https:\/\/www.pneus-online.fr\/mag\/nl\/pourquoi-les-ventes-de-pneus-reculent-en-2025\/","title":{"rendered":"Waarom de bandenverkopen in 2025 dalen"},"content":{"rendered":"<p><!-- JSON-LD : Article --><br \/>\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"Article\",\n  \"mainEntityOfPage\": {\n    \"@type\": \"WebPage\",\n    \"@id\": \"https:\/\/www.pneus-online.ch\/blog\/pourquoi-ventes-pneus-reculent-2025\"\n  },\n  \"headline\": \"Pourquoi les ventes de pneus reculent en 2025 : analyse technique et causes structurelles\",\n  \"description\": \"Analyse 2025 du march\u00e9 du pneumatique : recul des volumes TC4 (~\u22124,8 %), mont\u00e9e des pneus 4 saisons, facteurs \u00e9conomiques et comportementaux, impacts industriels, et leviers pour recr\u00e9er de la valeur.\",\n    ],\n  \"datePublished\": \"2025-11-04\",\n  \"dateModified\": \"2025-11-04\",\n  \"author\": {\n    \"@type\": \"Organization\",\n    \"name\": \"Pneus Online Suisse\"\n  },\n  \"publisher\": {\n    \"@type\": \"Organization\",\n    \"name\": \"Pneus Online Suisse\",\n    \"logo\": {\n      \"@type\": \"ImageObject\",\n      \"url\": \"https:\/\/www.pneus-online.ch\/assets\/images\/logo.png\"\n    }\n  },\n  \"keywords\": [\n    \"pneus 2025\", \"march\u00e9 TC4\", \"pneu 4 saisons\", \"CrossClimate\", \"Vector 4Seasons\", \"Seasonproof\",\n    \"part de march\u00e9\", \"France\", \"Suisse\", \"Italie\", \"Allemagne\", \"loi Montagne\", \"baisse des ventes pneus\"\n  ],\n  \"articleSection\": [\n    \"March\u00e9\", \"Pneu 4 saisons\", \"Comportements d'achat\", \"Cons\u00e9quences industrielles\", \"Strat\u00e9gie\"\n  ]\n}\n<\/script><!-- JSON-LD : FAQ --><script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Pourquoi les ventes de pneus reculent-elles en 2025 ?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Principalement \u00e0 cause de la g\u00e9n\u00e9ralisation des pneus 4 saisons (qui remplacent deux jeux \u00e9t\u00e9\/hiver), d'une baisse des kilom\u00e8tres parcourus, d'arbitrages budg\u00e9taires et d'une concurrence prix accrue.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Les pneus 4 saisons sont-ils responsables d'une baisse structurelle des volumes ?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Oui. Un automobiliste \u00e9quip\u00e9 en 4 saisons ach\u00e8te 4 pneus en 3\u20134 ans, contre 8 en configuration \u00e9t\u00e9 + hiver, ce qui entra\u00eene une baisse durable des unit\u00e9s vendues.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Quel est l'impact sur les distributeurs et les e-commer\u00e7ants ?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Ralentissement de la rotation, compression des marges par la guerre des prix et un mix produit qui glisse du premium vers le budget. D'o\u00f9 la n\u00e9cessit\u00e9 de proposer de la valeur (co\u00fbt au km, garanties, programmes de fid\u00e9lit\u00e9).\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Quelles actions pour recr\u00e9er de la valeur ?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Miser sur la p\u00e9dagogie s\u00e9curit\u00e9\/usure, la transparence prix + services, l'accompagnement au choix, les garanties 12 mois, et des programmes comme PNEUS ONLINE PRIME pour fid\u00e9liser.\"\n      }\n    }\n  ]\n}\n<\/script><!-- JSON-LD : Speakable pour assistants vocaux --><script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"WebPage\",\n  \"speakable\": {\n    \"@type\": \"SpeakableSpecification\",\n    \"cssSelector\": [\n      \"article h1\",\n      \"article .keypoints\"\n    ]\n  }\n}\n<\/script><\/p>\n<style>\n  \/* Styles l\u00e9gers conserv\u00e9s pour une mise en forme propre dans WP *\/<br \/>  .meta{color:#555;font-size:.95rem}<br \/>  .toc{background:#f6f8f9;border:1px solid #e6eaed;padding:1rem;border-radius:.5rem}<br \/>  .keypoints{background:#f0fbf5;border-left:4px solid #0a5;padding:1rem;border-radius:.25rem}<br \/>  .note{background:#fff9e6;border-left:4px solid #f2a007;padding:1rem;border-radius:.25rem}<br \/>  table{width:100%;border-collapse:collapse;margin:1rem 0}<br \/>  th,td{border:1px solid #e4e7eb;padding:.6rem;text-align:left}<br \/>  th{background:#fafbfc}<br \/>  figure{margin:1rem 0}<br \/>  figcaption{font-size:.9rem;color:#666}<br \/><\/style>\n<article><!-- H1 volontairement inclus pour SEO on-page ; vous pouvez le retirer si votre th\u00e8me l'ajoute automatiquement --><\/p>\n<h1>Pourquoi les ventes de pneus reculent en 2025 : analyse technique et causes structurelles<\/h1>\n<p class=\"keypoints\"><strong>\u00c0 retenir :<\/strong> baisse d&rsquo;environ \u22124,8 % des volumes TC4 en France, mont\u00e9e rapide des pneus 4 saisons (\u224838 % fin 2025), kilom\u00e8tres parcourus en repli, arbitrages budg\u00e9taires et guerre des prix. Cons\u00e9quence : pression durable sur les unit\u00e9s vendues et n\u00e9cessit\u00e9 de recr\u00e9er de la valeur via la p\u00e9dagogie, la transparence et des programmes de fid\u00e9lit\u00e9.<\/p>\n<aside class=\"note\" aria-label=\"Chiffre cl\u00e9\"><strong>Chiffre cl\u00e9 :<\/strong> un jeu de pneus 4 saisons remplace <em>deux<\/em> jeux saisonniers. Un automobiliste en 4 saisons ach\u00e8te 4 pneus tous les 3\u20134 ans, au lieu de 8. \u00c0 l&rsquo;\u00e9chelle de 10\u202fmillions de conducteurs, cela repr\u00e9sente \u2248 40\u202fmillions de pneus en moins sur 5 ans.<\/aside>\n<aside aria-label=\"Chiffre cl\u00e9\"><a href=\"https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein.png\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-483 size-full\" src=\"https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein.png\" alt=\"\" width=\"1536\" height=\"1024\" srcset=\"https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein.png 1536w, https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein-300x200.png 300w, https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein-1024x683.png 1024w, https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein-768x512.png 768w\" sizes=\"auto, (max-width: 1536px) 100vw, 1536px\" \/><\/a><\/aside>\n<nav class=\"toc\" aria-label=\"Sommaire\">\n<h2>Sommaire<\/h2>\n<ol>\n<li><a href=\"#marche\">Un march\u00e9 sous pression, mais pas en crise<\/a><\/li>\n<li><a href=\"#demande\">1. Une demande qui s\u2019\u00e9rode lentement mais s\u00fbrement<\/a><\/li>\n<li><a href=\"#4saisons\">2. Le v\u00e9ritable tournant : la mont\u00e9e du pneu 4 saisons<\/a><\/li>\n<li><a href=\"#facteurs\">3. D\u2019autres facteurs aggravants<\/a><\/li>\n<li><a href=\"#achat\">4. Un comportement d\u2019achat plus digitalis\u00e9 et opportuniste<\/a><\/li>\n<li><a href=\"#consequences\">5. Les cons\u00e9quences industrielles et commerciales<\/a><\/li>\n<li><a href=\"#defi\">6. Le vrai d\u00e9fi : redonner de la valeur au pneu<\/a><\/li>\n<li><a href=\"#conclusion\">Conclusion<\/a><\/li>\n<li><a href=\"#faq\">FAQ<\/a><\/li>\n<\/ol>\n<\/nav>\n<section id=\"marche\">\n<h2>Un march\u00e9 sous pression, mais pas en crise<\/h2>\n<p>Le march\u00e9 du pneumatique fran\u00e7ais conna\u00eet en 2025 une baisse d\u2019environ <strong>\u22124,8\u00a0%<\/strong> sur les volumes TC4 (tourisme, camionnettes, SUV). Un chiffre en apparence modeste, mais r\u00e9v\u00e9lateur d\u2019un tournant durable, port\u00e9 par des ph\u00e9nom\u00e8nes \u00e9conomiques, comportementaux et techniques \u2014 surtout l\u2019essor du pneu <strong>4 saisons<\/strong>.<\/p>\n<\/section>\n<section id=\"demande\">\n<h2>1. Une demande qui s\u2019\u00e9rode lentement mais s\u00fbrement<\/h2>\n<ul>\n<li><strong>Volumes TC4<\/strong> : \u22124,8\u00a0% sur le 1er semestre 2025.<\/li>\n<li><strong>Pneus premium<\/strong> : recul &gt; \u22125\u00a0% ; les marques \u00ab budget \u00bb gagnent &gt; 10\u00a0% de part.<\/li>\n<li><strong>Prix moyen<\/strong> : 111,6\u00a0\u20ac TTC, quasi stable (+0,9\u00a0%).<\/li>\n<li><strong>Parcours<\/strong> : ~50\u00a0% pr\u00e9par\u00e9s en ligne ; ~63\u00a0% encore r\u00e9alis\u00e9s en atelier\/centre auto.<\/li>\n<\/ul>\n<p>Le march\u00e9 devient plus rationnel : l\u2019automobiliste compare, arbitre et attend davantage.<\/p>\n<\/section>\n<section id=\"4saisons\">\n<h2>2. Le v\u00e9ritable tournant : la mont\u00e9e du pneu 4 saisons<\/h2>\n<h3>a) Un succ\u00e8s technique et marketing<\/h3>\n<p>Les derni\u00e8res g\u00e9n\u00e9rations (Michelin CrossClimate 2, Goodyear Vector 4Seasons Gen\u20113, Nokian Seasonproof, Hankook Kinergy 4S2, etc.) offrent des performances \u00e9quilibr\u00e9es \u00e9t\u00e9\/hiver avec homologation <strong>3PMSF<\/strong> (flocon + montagne). Pour l\u2019automobiliste lambda, plus besoin de deux jeux de pneus, sauf usage montagne ou intensif.<\/p>\n<h3>b) L\u2019impact math\u00e9matique sur le march\u00e9<\/h3>\n<p>Jusqu\u2019en 2018\u20112020, un conducteur en \u00e9t\u00e9 + hiver achetait <strong>8 pneus<\/strong> en 3\u20114 ans. Avec les 4 saisons, seulement <strong>4 pneus<\/strong> sur la m\u00eame p\u00e9riode, soit jusqu\u2019\u00e0 <strong>\u221240\u00a0%<\/strong> d\u2019unit\u00e9s \u00e0 long terme. En France, la part de march\u00e9 passe de 12\u00a0% (2018) \u00e0 &gt;38\u00a0% estim\u00e9s fin 2025.<\/p>\n<h3>c) Un effet d\u2019entra\u00eenement europ\u00e9en<\/h3>\n<p>En Allemagne, Italie et Suisse, le 4 saisons d\u00e9passe d\u00e9j\u00e0 45\u00a0%. Les fabricants anticipent moins de volume mais une marge unitaire sup\u00e9rieure ; \u00e0 l\u2019inverse, les distributeurs et e\u2011commer\u00e7ants voient les unit\u00e9s baisser.<\/p>\n<p><a href=\"https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein2.png\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-484 size-full\" src=\"https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein2.png\" alt=\"\" width=\"1536\" height=\"1024\" srcset=\"https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein2.png 1536w, https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein2-300x200.png 300w, https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein2-1024x683.png 1024w, https:\/\/www.pneus-online.fr\/mag\/wp-content\/uploads\/2025\/11\/stock-plein2-768x512.png 768w\" sizes=\"auto, (max-width: 1536px) 100vw, 1536px\" \/><\/a><\/p>\n<\/section>\n<section id=\"facteurs\">\n<h2>3. D\u2019autres facteurs aggravants<\/h2>\n<h3>a) Moins de kilom\u00e8tres, moins d\u2019usure<\/h3>\n<p>Le kilom\u00e9trage moyen baisse depuis 2022 (\u2248 11\u202f700\u00a0km\/an en 2023, tendance confirm\u00e9e en 2025). T\u00e9l\u00e9travail, restrictions, co\u00fbts du carburant et mobilit\u00e9s douces r\u00e9duisent l\u2019usage quotidien du v\u00e9hicule.<\/p>\n<h3>b) Pouvoir d\u2019achat et arbitrage \u00ab n\u00e9cessaire \/ diff\u00e9rable \u00bb<\/h3>\n<p>Malgr\u00e9 un reflux de l\u2019inflation (\u22481,1\u00a0% en septembre 2025), le budget auto reste \u00e9lev\u00e9. Le pneu est per\u00e7u comme <em>diff\u00e9rable<\/em> : on attend les promotions, on vise l\u2019occasion ou le reconditionn\u00e9.<\/p>\n<h3>c) Parc vieillissant et allongement du cycle<\/h3>\n<p>L\u2019\u00e2ge moyen du parc atteint 11,5 ans. Les v\u00e9hicules sont conserv\u00e9s plus longtemps, parfois avec des pneus vieillissants mais \u00ab encore acceptables \u00bb.<\/p>\n<h3>d) Pression concurrentielle et guerre des prix<\/h3>\n<p>Les importations extra\u2011UE repartent (Chine, Tha\u00eflande, Turquie, Inde). Une enqu\u00eate antidumping ouverte en mai 2025 illustre la tension. Les marques entr\u00e9e de gamme captent des clients du milieu de gamme, tirant le panier moyen vers le bas.<\/p>\n<h3>e) Loi Montagne : effet r\u00e9gional et saisonnier<\/h3>\n<p>L\u2019obligation d\u2019\u00e9quipement hiver (1er nov. \u2013 31 mars) dans 34 d\u00e9partements n\u2019a pas relanc\u00e9 fortement le pneu hiver : beaucoup optent pour le 4 saisons homologu\u00e9 3PMSF.<\/p>\n<\/section>\n<section id=\"achat\">\n<h2>4. Un comportement d\u2019achat plus digitalis\u00e9 et opportuniste<\/h2>\n<ul>\n<li>~43\u00a0% des acheteurs se renseignent d\u2019abord en ligne ; avis\/tests influencent fortement.<\/li>\n<li>Attente de promotions (French Days, Black Friday) \u2192 achats retard\u00e9s.<\/li>\n<li>Panier moyen en baisse ; parcours de choix plus complexe.<\/li>\n<\/ul>\n<p>Pour convertir : parcours digital simple, recommandations claires et transparence totale (prix + services inclus).<\/p>\n<\/section>\n<section id=\"consequences\">\n<h2>5. Les cons\u00e9quences industrielles et commerciales<\/h2>\n<figure>\n<table aria-label=\"Cons\u00e9quences sur la fili\u00e8re\">\n<thead>\n<tr>\n<th>Enjeu<\/th>\n<th>Cons\u00e9quence<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Volume global<\/td>\n<td>Recul attendu de 4\u20136\u00a0%\/an \u00e0 moyen terme<\/td>\n<\/tr>\n<tr>\n<td>Mix produit<\/td>\n<td>Premium en baisse, budget en hausse<\/td>\n<\/tr>\n<tr>\n<td>Rotation stock<\/td>\n<td>Ralentissement, besoin accru en pr\u00e9vision<\/td>\n<\/tr>\n<tr>\n<td>Marges distributeurs<\/td>\n<td>Compression par concurrence prix et co\u00fbts logistiques<\/td>\n<\/tr>\n<tr>\n<td>Communication<\/td>\n<td>P\u00e9dagogie s\u00e9curit\u00e9, usure, co\u00fbt r\u00e9el au km<\/td>\n<\/tr>\n<\/tbody>\n<\/table><figcaption>Lecture : la mutation du mix et des usages p\u00e8se sur les volumes et la rotation.<\/figcaption><\/figure>\n<p>Les manufacturiers adaptent les lignes : plus de r\u00e9f\u00e9rences 4 saisons, gammes hiver simplifi\u00e9es, marketing ax\u00e9 durabilit\u00e9 et s\u00e9curit\u00e9 active.<\/p>\n<\/section>\n<section id=\"defi\">\n<h2>6. Le vrai d\u00e9fi : redonner de la valeur au pneu<\/h2>\n<p>Le pneu n\u2019est pas un simple consommable. L\u2019enjeu n\u2019est pas de \u00ab vendre plus \u00bb mais de <strong>vendre mieux<\/strong> : prouver la valeur (s\u00e9curit\u00e9, \u00e9conomie de carburant, long\u00e9vit\u00e9, confort), comme ce qui est fait chez Pneus Online avec notamment :<\/p>\n<ul>\n<li><strong>La <a href=\"https:\/\/www.pneus-online.fr\/garantie-pneus.html\">garanties 12 mois<\/a><\/strong> : rassurer et fid\u00e9liser.<\/li>\n<li><strong>Le programme <a href=\"https:\/\/www.pneus-online.fr\/pneus-online-prime.html\">PNEUS ONLINE PRIME<\/a><\/strong> : avantages exclusifs et services packag\u00e9s.<\/li>\n<\/ul>\n<\/section>\n<section id=\"conclusion\">\n<h2>Conclusion<\/h2>\n<p>La baisse des ventes en 2025 r\u00e9v\u00e8le une <strong>mutation structurelle<\/strong> : le 4 saisons bouleverse les cycles de remplacement. Combin\u00e9 \u00e0 un usage automobile plus rationnel et \u00e0 un consommateur mieux inform\u00e9, il red\u00e9finit le march\u00e9. Le d\u00e9fi : compenser la baisse d\u2019unit\u00e9s par plus de <strong>valeur, confiance et lisibilit\u00e9<\/strong>.<\/p>\n<\/section>\n<section id=\"faq\" aria-labelledby=\"faq-title\">\n<h2 id=\"faq-title\">FAQ<\/h2>\n<details>\n<summary><strong>Le pneu 4 saisons s\u2019use-t-il plus vite que deux jeux \u00e9t\u00e9\/hiver\u00a0?<\/strong><\/summary>\n<p>Il peut s\u2019user plus vite en usage intensif, mais cela ne compense pas la baisse d\u2019unit\u00e9s vendues li\u00e9e au passage de 8 \u00e0 4 pneus sur 3\u20134 ans.<\/p>\n<\/details>\n<details>\n<summary><strong>La Loi Montagne relance-t-elle le pneu hiver\u00a0?<\/strong><\/summary>\n<p>Pas significativement : dans de nombreuses zones, l\u2019homologation 3PMSF des 4 saisons r\u00e9pond \u00e0 l\u2019obligation, ce qui r\u00e9duit la saisonnalit\u00e9.<\/p>\n<\/details>\n<details>\n<summary><strong>Quelles marques de 4 saisons illustrent la tendance\u00a0?<\/strong><\/summary>\n<p>Le tout nouveau <a href=\"https:\/\/www.pneus-online.fr\/pneu-auto\/michelin\/crossclimate-3\/\">Michelin CrossClimate 3<\/a>, <a href=\"https:\/\/www.pneus-online.fr\/pneu-auto\/goodyear\/vector-4-seasons-gen3\/\">Goodyear Vector 4Seasons Gen\u20113<\/a>, Nokian Seasonproof, Hankook Kinergy 4S2, entre autres.<\/p>\n<\/details>\n<\/section>\n<\/article>\n","protected":false},"excerpt":{"rendered":"<p>Pourquoi les ventes de pneus reculent en 2025 : analyse technique et causes structurelles \u00c0 retenir : baisse d&rsquo;environ \u22124,8 % des volumes TC4 en France, mont\u00e9e rapide des pneus 4 saisons (\u224838 % fin 2025), kilom\u00e8tres parcourus en repli, arbitrages budg\u00e9taires et guerre des prix. Cons\u00e9quence : pression durable sur les unit\u00e9s vendues et [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":483,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"disabled","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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