AKRON, Ohio -- Tire companies are hawking the fuel efficiency of their latest tires, and the buying public is apparently warming up to the concept.

According to a new Babcox Research survey of independent tire dealers, 66 percent of tire buyers view a tire’s fuel efficiency as at least “important” in their tire selection process, up from only 47 percent in 2008.

Eight percent said fuel efficiency was their “most important” criteria, up from just 1 percent last year. Another 35 percent see a tire’s fuel efficiency as “important” to them (up from 31 percent in 2008), and 23 percent see it as “pretty important,” up from 15 percent last year.

Still, 44 percent rate fuel efficiency as “not very important” or “not important at all,” down from 52 percent in 2008. (Tire Review)