In the tyre industry, real market knowledge doesn’t come from sitting behind a desk—it comes from being on the ground. My recent visit to Tanzania reinforced this belief as I met with partners, fleet operators, and distributors to assess both the challenges and the emerging opportunities in one of East Africa’s most dynamic markets.
With 96% of Tanzania’s truck and bus radial (TBR) tyres imported from China, the demand remains strong. However, purchasing patterns are shifting, and businesses must adapt to keep up. Fleet owners, transport companies, and distributors are no longer just looking for the cheapest tyres—they’re looking for value, durability, and strategic partnerships.
Evolving Market Priorities: Price vs. Performance
Tanzania’s transport sector is booming, but road conditions remain tough. Businesses need tyres that balance cost efficiency with high mileage and performance.
“The days of simply offering the lowest price are behind us. We now prioritize tyres that provide better mileage, stronger warranties, and long-term cost-effectiveness,” says a fleet owner in Dar es Salaam.
This shift is creating new opportunities for premium and mid-range tyre brands that can offer tangible long-term savings. Instead of focusing only on bulk pricing, distributors are now asking:
- Which tyres will reduce replacement frequency?
- How can we lower the overall cost-per-kilometer for our fleet customers?
- What additional support can we offer beyond just selling tyres?
Key Takeaways from My Market Visit
1. Fleet Owners Are Prioritizing Cost-Per-Kilometer Over Upfront Cost
Fleet operators understand that investing in higher-quality tyres means fewer replacements and less downtime. The best-selling models in Tanzania today are those that strike the right balance between affordability and durability.“We’ve tracked ONYX 315/80R22.5 HO308A tyres on our trucks, and they’ve lasted over 90,000 km. That level of reliability makes a real difference in reducing operational costs,” says a fleet manager in Arusha
This presents a clear opportunity for distributors to position longer-lasting, high-performance tyres as the more profitable choice in the long run.
2. After-Sales Service is Now a Competitive Advantage
Product knowledge and service support have become critical to securing repeat business. Many fleet managers now expect tyre suppliers to offer on-site inspections, technical guidance, and warranty tracking.
“Customers today do their research. They ask about tyre markings, performance ratings, and expected mileage before committing to a purchase,” notes a distributor in Dar es Salaam.
Tyre brands that provide clear product differentiation, maintenance education, and after-sales engagement will continue to gain market share.
3. Supply Chain Volatility is Creating Stock Challenges
Global shipping delays and rising freight costs continue to disrupt Tanzania’s tyre market. Many distributors struggle with inconsistent stock availability, making long-term planning difficult.
“Even a two-week delay in shipments can throw off our entire supply chain. We need proactive planning to ensure a steady stock of tyres,” says a distributor facing logistics challenges.
To navigate these disruptions, suppliers must focus on:
- Accurate demand forecasting to avoid stock shortages.
- Optimizing shipping and logistics planning to minimize delays and manage freight costs effectively.
- Stronger inventory management practices to maintain stable supply chains.
Where is the Market Headed?
Based on what I saw on the ground, here’s what’s next for Tanzania’s tyre industry:
- Increased demand for performance-driven tyres – Fleet owners are investing in tyres that offer better mileage and long-term value.
- More competition from non-Chinese manufacturers – As global supply chains adjust, alternative suppliers from Southeast Asia and the Middle East are entering the market.
- Market consolidation – The most successful distributors will be those who offer a mix of competitive pricing, reliable stock availability, and strong after-sales support.
- Growing Interest in Retread Solutions – With rising costs, more fleet operators are exploring retread tyres as a viable option to extend tyre life and lower expenses.
- Greater Focus on Local Partnerships – Partnerships are proving to be more effective than simple buyer-supplier relationships. Distributors who collaborate closely with fleet companies, transport operators, and service providers can offer added value, ensuring long-term customer loyalty and market stability.
Final Thoughts: Why Strategy Matters
Tanzania’s tyre market is no longer just about selling products—it’s about building long-term relationships, providing real value, and helping customers make smarter purchasing decisions.
The most successful businesses in this space will be those that understand market shifts, invest in customer education, and optimize their supply chain strategies.
By equipping our partners with real market insights, technical expertise, and supply chain solutions, we ensure that Trojan Ltd. remains a leader in Tanzania’s evolving tyre industry.
If you are a distributor, fleet operator, or transport business looking to future-proof your tyre sourcing strategy, let’s connect and explore how we can drive long-term success together.
