Tyre testing is stuck in the past but ECOLABEL's plan gives power to consumers

The current tire testing regime relies on outdoor measurements that vary wildly based on weather and road surface, making it nearly impossible to compare results fairly across manufacturers or regions. ECOLABEL's shift to controlled indoor testing addresses a real problem: you can't make informed purchasing decisions when the data itself is unreliable. This matters because rolling resistance directly affects fuel economy and tire noise affects real-world comfort, yet consumers have almost no standardized way to evaluate these traits. If the testing becomes more consistent, it actually gives buyers leverage to demand better performance rather than relying on marketing claims—which is how markets are supposed to work.