The tyre firm says it is already in talks with fleets about their requirements for winter 2014/15, with the biggest users including supermarket chains, logistics companies, blue light operators and council fleets, where fitting the tyres helps ensure critical services can continue safely when road conditions deteriorate.

Peter Fairlie, ATS Euromaster’s group sales director, said: ‘Despite a relatively mild winter sales of cold weather tyres increased by 25 per cent in 2013 compared to the previous year, which we believe is down to better preparation by fleets for the unpredictability of the British weather.

‘When the roads are covered in snow and ice, it’s almost too late to fit cold weather tyres as stocks sell out fast. Smart fleet managers and operators place their orders early and ensure their vehicles are fitted with the rubber in good time, so whatever the weather their drivers won’t be caught out.’

Cold weather tyres provide enhanced mobility and safety when temperatures drop below 7 degrees Celsius. Despite last year’s relatively mild winter, average temperatures have remained below 7 degrees Celsius in the UK over the last three winters, with an average temperature of 5.2 degrees Celsius recorded for winter 2013/14, 3.3 degrees Celsius in 2012/13 and 4.5 degrees Celsius in 2011/12.