The firm was spurred on by the alarming results from its own tyre safety survey at a primary school where over 30% of the parents’ cars checked had illegal tyres.

As the latest TyreSafe member, Falken will now enjoy access to a wide range of campaign materials, as well as early access to campaign themes to co-ordinate with its own activities, among other member-only benefits.

‘It’s fantastic news to welcome Falken to the TyreSafe nest thanks to the sterling work they’re already doing.

‘Although alarming, unfortunately I don’t think the results from Falken’s primary school tyre safety survey are unusual. It goes to show that joining TyreSafe and helping us spread the tyre safety message is vitally important work,’ said Stuart Jackson, chairman, TyreSafe.

Matt Smith, director for the UK & Ireland at Falken tyres, said: ‘Falken places tyre safety at the centre of everything it does and while we’re making a difference ourselves with such initiatives as our school tyre safety survey, there’s no doubt that joining TyreSafe will give added weight to our activity.’

Since its inception in 2006, TyreSafe’s activities have helped reduce the number of people killed or seriously injured in a tyre related accident by 30%.