Hankook Reveals Decade of Insights on EVs, Tech & Driving

For over a decade, Hankook Tire has tracked the pulse of American drivers through its annual Tire Gauge Index: A Decade of Driving Evolution.  As the longest-running survey by a tyre manufacturer, the Gauge Index offers a unique lens into evolving driving behaviours, technology adoption and attitudes toward EVs. The extensive research supports Hankook's commitment to innovation, ensuring its products align with changing consumer needs.

EVs gain ground

The data illustrates a steady shift in consumer attitudes toward EVs and hybrids. In 2024, 20% of respondents expressed plans to buy or lease an EV within the next year, up sharply from just 8% in 2022. Millennials lead the trend, with 36% considering an EV purchase, followed closely by Gen X and Gen Z.

While fuel cost savings remain a popular reason for switching to EVs, cited by 36% of respondents, its influence has waned compared to 58% in 2022. The decline suggests that other factors, such as environmental benefits and advanced technology, are becoming more prominent.

Still, challenges remain. Less than 40% believe EVs outperform gas-engine cars in adverse conditions, with 45% stating performance is on par.

The impact of car technology

The past decade has brought transformative advances in vehicle technology, reshaping driver experiences. Features such as lane-keeping assist and adaptive cruise control contribute to a sense of safety, yet their influence on driving habits varies.

Approximately 30% of drivers feel safer due to these technologies, but only 21% report driving more cautiously. Interestingly, 10% find advanced systems distracting, highlighting the need for a balanced design. Meanwhile, perceptions of driving personas are shifting.

The proportion of drivers identifying as "thoughtful and responsible" dropped to 57% in 2024 from 65% in 2014, while those prone to road rage increased slightly to 26%.

Renewed focus on maintenance

The Gauge Index revealed a significant rise in consumer confidence around basic car maintenance tasks. For instance, confidence in changing a tyre rose from 52% in 2015 to 65% in 2024, while similar trends appeared for tasks like replacing batteries and oil changes. However, due to increased vehicle complexity, 45% of drivers prefer professional maintenance.

Spending on car upkeep has surged, reflecting changing priorities. Investments in tyres grew from 39% in 2022 to 54% in 2024, while under-the-hood maintenance increased from 33% to 51%.

Notably, spending on cosmetic upgrades rose fivefold, driven by consumer desire for personalisation.

Bridging consumer insights with innovation

The Gauge Index isn't just a repository of trends; it's a blueprint for Hankook's innovation strategy. Products like the iON line, explicitly crafted for EVs, embody the company's forward-thinking approach.

Brooklyn Emery, Brand Communications Manager, Hankook, notes: "This consistent insight allows us to anticipate the impact of changes in electric EV and automotive technology, reinforcing our commitment to delivering innovative tyre solutions."

Survey scope and influence

The 2024 Gauge Index survey, conducted in late 2023, sampled over 1,190 Americans aged 18 and older. The comprehensive data reflects the nuanced evolution of driver behaviours and attitudes, positioning Hankook as a leader in responding to market demands.

Hankook's decade-long commitment to understanding drivers highlights the company's strategic adaptability. It ensures its products align with shifting consumer priorities while reinforcing its role as a market innovator.

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