Market trends

Last update : September 21, 2026

In Original equipment, on a cumulative basis to the end of August, demand is down. This decline is particularly noticeable in China, where domestic demand is less dynamic than in 2025 because incentives for new vehicle purchases have become less favorable. The European and North American markets are slightly down, reflecting moderate domestic demand in both regions, notably due to macroeconomic conditions.

In Original equipment, on a cumulative basis to the end of August, the global market excluding China is stable. North American demand continues to strengthen, confirming the rebound expected in the second half. In Europe, demand remains positive on a cumulative basis, on a low comparison base. In South America, the Brazilian market remains penalized by a difficult economic situation limiting carriers' investment and by competition from truck imports from Asia.

Tire market estimates reflect sell-in data published by local tiremaker associations, plus Michelin’s own estimates of sales by tire manufacturers that do not belong to any association. These estimates are based primarily on import-export statistics and are expressed in the number of tires sold. They are regularly adjusted and may be updated following their initial publication.