For the third year in a row, Michelin and Pirelli took the top spots in replacement tire owner satisfaction, according to the results of AutoPacific’s latest Replacement Tire Brand Dynamics & Satisfaction Study. They were followed by Goodyear and BFGoodrich.
Big movers in 2013 were Continental, Dunlop and General (each up three spots) and Kelly, with a five spot jump from 2012 to rank 14th. Click here to view a chart showing tire satisfaction score compared to future brand consideration.
Tire satisfaction scores provide insight into many areas, from individual attribute performance to future brand consideration. “Owner satisfaction and future brand consideration share a strong correlation,” said AutoPacific president George Peterson. “Owners who are highly satisfied with their tire experience are much more likely to consider that same brand for a future tire purchase, improving a brand’s consumer retention ability.”
For Michelin and Pirelli, the top-scoring brands, more than 90 percent of current owners said they will consider these brands in the future. On the other hand, Primewell has had the lowest satisfaction score for two years in a row, and also has the lowest future brand consideration by its owners — only 74 percent said they are likely to consider the brand in the future. Similarly, newly surveyed GTRadial ranked 22nd in satisfaction and 79 percent of owners said they are willing to consider the brand in the future.
AutoPacific points out that many bottom ranking brands — such as Primewell, GTRadial, Fuzion and Sumitomo — also have a high percentage of first-time owners. “A brand with low owner satisfaction has difficulty retaining its customer base, so they are always trying to introduce people to the brand,” Peterson explained. “They’re not getting the brand recommendations, future brand consideration or positive brand image that comes from satisfied owners.”
AutoPacific surveyed more than 25,000 consumers who purchased replacement tires for their vehicle within the previous 12 months. Twenty-three replacement tire brands were included in the study.
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