Market trends

Last update : July 20, 2026

In Original equipment, on a cumulative basis to the end of June, 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 generous. The North American market is slightly down, penalized by climate disruptions at the start of 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 June, the global market excluding China is down. North American demand remains depressed in cumulative terms, though June was positive and may mark an inflection point: after several months of favourable orders for new trucks, production should resume more noticeably. In Europe, demand maintains good momentum on a low comparison base. In South America, the Brazilian market is 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.