Market trends

Last update : September 04, 2026

In Original equipment, on a cumulative basis to the end of July, demand is down. This decline is particularly marked in China, where domestic demand is less dynamic than in 2025 because incentives for new vehicle purchases have become less favorable. The North American market is slightly down, penalized by adverse weather conditions early in the year and by demand constrained by higher vehicle prices. Europe is also declining, as a result of a combination of moderate domestic demand and increasing competition from vehicles imported from Asia.

In Original equipment, on a cumulative basis to the end of July, the global market excluding China is slightly down. In line with June, North American demand strengthened in July and confirms 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.