The label has to help the end-user in making an informed purchase choice.
The provision of the tyre label is part of the technical material provided to influence the purchase decision and should not be intended as a mere document to attach at the time of signature. This appears particularly relevant if the vehicle is proposed with different rims of different size and thus different tyres types that may have an influence on the energy consumption of the vehicle, whatever 'fuel' it uses (including electricity).
This has to be considered as applicable not only for a vehicle displayed in a store, but also for on-line sales.
See also question 'In Article 7, how should 'intend to acquire a new vehicle' be interpreted?'
Disclaimer: Please note that the European Commission cannot provide a legally binding interpretation of the EU legislation, as this is the sole competence of the European Court of Justice. Any remarks from the European Commission services are without prejudice to the position the Commission might take should related cases arise in a procedure before the Court of Justice.