Released on: August 20, 2008, 2:42 am

Press Release Author: Cathryn van der Walt

Industry: Management

Press Release Summary: CarbonBlack TyreXchange (CarbonBlack) is Australia's leading
independent online quoting marketing place for new passenger and 4WD tyres.
Established in Sydney in 2007, CarbonBlack operates in the ACT, NSW, VIC and QLD.

Press Release Body: Sydney, August 20, 2008 -- CarbonBlack TyreXchange
(CarbonBlack), Australia's leading independent online marketplace for tyres and auto
services, today released the findings of its latest Independent Tyre Brand Scorecard
(Tyre Brand Scorecard) on consumer purchasing behaviour. The latest scorecard
reveals a growing sophistication and awareness among consumers and tyre retailers
that traditional advertising no longer has the same impact on consumers. Today
social marketing (word-of-mouth) information, relevant point-of-sale marketing and
consumer education are increasing in the ability to influence the purchase cycle and
are having a greater impact on consumer choice. These findings reinforce the value
of both the internet and tyre dealer network importance for consumer tyre purchases.
The Tyre Brand Scorecard is an analysis of consumer relationship metrics on
Australia's leading tyre brands. It describes the consumer tyre buyer and their
decision-making process. The analysis is based on transactional activity, consumer
profiling and surveys from a sample of 7,000 consumers actively in the market to
purchase tyres who utilised CarbonBlack TyreXchange in the period July 2007 - June
2008.

For CarbonBlack's founder and managing director, Ms. Jodi Stanton, the latest report
identifies the continued growth of the social aspects of consumer behaviour when
purchasing tyres and the growing awareness by consumer tyre retailers that people's
purchasing habits are permanently changing.

"The Tyre Brand Scorecard outlines that consumers are highly active in sharing
feedback on tyres in an online social community. The most active responses are from
those either very happy or very unhappy with their tyre purchases and this mirrors
peoples' loyalty patterns. Increasingly people are prepared to shift brands based
on what other consumers are sharing in online communities," she outlined.

The report details the changing trends in tyre purchase decisions, the strong
influence original equipment manufactured tyres still maintain, brand preference
outcomes for the general market and specific brand preferences for the female
decision maker and luxury car driver.

"An interesting outcome of the report details that while consumers are on the whole
are happy with their current tyres, they don't necessarily choose the same brand
when replacing them. Consumers typically have been more aware of tyre brands, but
courtesy of internet-based research and independent information are now able to
identify specific details about tread patterns and why certain tread patterns are
more suitable. For tyre retailers this means that there is more opportunity to
integrate internet-based marketing information with appropriate point-of-sale
information," said Stanton.

The latest edition of the Tyre Brand Scorecard identifies:
. Original equipment tyres continue to have a strong influence on the replacement
tyre market. The level of influence varies by brand.
. 35 percent of tyre buyers however have no brand preference
. 38 percent of purchasers only select a single brand from a list of 19 when asked.
Single brand selection is increasing with the level of information now available
online.
. Traditional advertising no longer has the same impact on consumers considering
tyre purchases.
. The consumer market in general often fails to understand product differentiation.
This leads to a substantial amount of product substitution.
. There was an increasing trend for consumers to rely on word-of-mouth feedback from
other consumers to influence their purchasing decisions.
. Bridgestone had the highest preference among female tyre buyers.
. Michelin had the highest preference among luxury owners.

This edition of the report is very clear in its message across the board for tyre
manufacturers, distributors and tyre retailers according to Stanton.

"The internet is growing in its popularity in educating consumers and subsequently
people are seeking better information from tyre manufacturers when it matters most -
at point-of-sale. Traditional advertising needs to be combined with marketing that
focuses on product differentiation, general tyre education and safety programs with
retail environments that improve the sales experience for that particular brand.
Tyre manufacturers that now cater for both female and male purchasing habits in the
new online space and traditional retail channel are going to benefit the most. The
game certainly has changed," Stanton concluded.

The next edition of the Tyre Brand Scorecard will be released in Q2 2009.

About CarbonBlack TyreXchange
CarbonBlack TyreXchange (CarbonBlack) is Australia's leading independent online
quoting marketing place for new passenger and 4WD tyres. Established in Sydney in
2007, CarbonBlack operates in the ACT, NSW, VIC and QLD. CarbonBlack is now
extending its services to include aftermarket parts and handbook servicing with
information on over 900,000 spare parts on over 7,800 vehicles. CarbonBlack sources
and facilitates sales leads for service centres and will now provide the same
services to automotive aftermarket parts suppliers. CarbonBlack continues to build
its consumer reach through relationships with major retail online destinations and
leading edge marketing. www.carbonblack.com.au
Press release submission by PressReleasePoint(http://www.pressreleasepoint.com/)

For a media interview or a full copy of the report please contact:
Cathryn van der Walt
CarbonBlack TyreXchange - On behalf of Einsteinz Communications
Sydney, Australia
0402 327 633
cathrynvanderwalt@einsteinz.com.au
http://www.carbonblack.com.au

Web Site: http://www.carbonblack.com.au

Contact Details: Cathryn van der Walt
CarbonBlack TyreXchange - On behalf of Einsteinz Communications
Sydney, Australia
0402 327 633
cathrynvanderwalt@einsteinz.com.au
http://www.carbonblack.com.au