Tuesday October 27th 2026
Blackcircles CEO Ray Kavanagh
Written by Midlothian View Reporter, Liam Eunson
Edinburgh-based tyre retailer Blackcircles.com is celebrating 25 years in business as it looks to adapt to changing demands from motorists over the next quarter-century.
The company, which is part of the Michelin Group, sells almost one million tyres a year and operates in three international markets.
Chief executive Ray Kavanagh said the business had built its success by using customer data to improve the buying experience and make choosing tyres easier for drivers.
Blackcircles has been named Best Online Tyre Retailer by Auto Express for 12 consecutive years and has an average Trustpilot rating of 4.6 out of five from more than 200,000 reviews.
The company says around half of its daily customers are returning buyers, while more than 45 per cent of new customers have been recommended by friends or family.
Mr Kavanagh said: “It’s a very complex product that nobody particularly likes buying, so we have got to make that journey as easy as possible.
“Our industry tends to be very stable, but customer expectations are changing, around delivery, around knowledge and around the product data we surface to them. We’ve got to stay ahead of that.”
Blackcircles is preparing for changes in the motor industry, including the growing popularity of larger wheels, sports utility vehicles (SUVs) and electric vehicles (EVs).
Electric vehicles place different demands on tyres because of their weight, torque and the need to maximise driving range.
The retailer offers budget, mid-range and premium tyres to cater for motorists with different needs and spending limits.
Mr Kavanagh said: “Not every large Range Rover is going to have the most expensive tyres put on it.
“We see quite a variety of tyres going on the same car, so we’ve got to make sure we have all price points covered.”
Despite motorists typically buying tyres only every 18 to 24 months, Blackcircles says customer loyalty remains one of its biggest achievements.
Mr Kavanagh said he was particularly proud of customers returning to the retailer and recommending it to others.
He said: “Customer advocacy is what I am proudest of. If customers are coming back, it is because we have done something right the first time.
“That they are willing to stand behind us and recommend us to friends and family is really outstanding.”
Looking ahead, Mr Kavanagh expects online research and the growth of electric vehicles to continue reshaping the market, alongside increasing competition from Chinese manufacturers.
He said the company would continue investing in its website and digital services to remain a trusted source of information for motorists.
“More and more consumers are going to do their research online, so we have got to be the voice of authority,” he said.
“Our website needs to keep evolving and we need to keep innovating. The industry will need to adapt or get left behind, and we will remain at the forefront.”
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