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Owners Who Switch Tire Brands Most Often Base Their Choice on Personal Brand Preference

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Goodyear Ranks Highest in New-Vehicle Tire Satisfaction in the Luxury Car and SUV Segments; Michelin Ranks Highest in the Mass Market Car Segment; and Maxxis Ranks Highest in the MPV/ Mini Van Segment

Shanghai: 26 September 2014 — While the majority of new-vehicle owners who replace one or more of their original equipment tires choose the same brand, those who switch to another tire manufacturer often base their choice on personal brand preference, according to the J.D. Power Asia Pacific 2014 China New-Vehicle Tire Satisfaction Index (NV-TSI) StudySM released today.

The study, now in its third year, measures satisfaction among new-vehicle tire owners during the first 12 to 24 months of ownership based on four factors: appearance; durability; ride; and traction/ handling. Owners evaluate the brand of tires they have on their vehicle. The study has been redesigned for 2014 and includes four model-segments: luxury car; mass market car; SUV; and MPV/Mini Van.

Among owners who have had to replace one or more new tires on their vehicle, 79 percent choose the same brand as the original tire. Among owners who change to another tire brand, 21 percent cite personal brand preference as the top reason for switching brands, followed by availability of brand (13%), want longer wear (12%), want better ride (11%) and want better traction (10%).

Among owners who have not replaced their tires, 33 percent say they “definitely would” choose their current tire brand if the need arises.

Vehicle owners who indicate their driving style is “moderate” or “conservative” indicate their personal brand preference as the top reason for deciding whether to replace their tires with a different brand (23% and 27%, respectively). Among vehicle owners who say their driving style is “aggressive,” 28 percent select their replacement tire based on availability, changing their tire brand when the original tire brand is not easy to find and purchase.

“Although the repurchase rate is high for original new-vehicle tire brands, it is essential for tire manufacturers to improve their brand image and accessibility to win back lost customers,” said Dr. Mei Songlin, vice president and managing director at J.D. Power Asia Pacific, Shanghai.

Key Findings

  • A highly satisfying experience with new-vehicle tires drives high repurchase and recommendation rates for the same brand of tire. Among owners who are highly satisfied[1], 40 percent say they “definitely would” choose their current tire brand when replacing their tires, compared with only 26 percent of owners of brands with low satisfaction[2] who say the same.
  • The appearance factor has the greatest impact on overall satisfaction across all four vehicle segments. However, the second-highest-weighted factor varies by segment. In the mass market car and SUV segments, the second-highest-weighted factor is ride, while in the luxury car segment it is traction/ handling and in the MPV/ mini van segment it is durability.
  • The study finds that 32 percent of vehicle owners experience a problem with their original equipment tires in 2014, with punctures accounting for 54 percent of problems. Stones getting caught in the tread is the second most frequently reported problem (18%), followed by excessive tire road noise (8%).

Study Rankings

Goodyear ranks highest in the luxury car segment (868 on a 1,000-point scale), followed by Michelin (846). In the SUV segment, Goodyear ranks highest (852), followed by Michelin (842) and Pirelli (824).

Michelin ranks highest in the mass market car segment (836). Yokohama ranks second (830) and Goodyear third (823).

In the MPV/ mini van segment, Maxxis ranks highest (794), followed by Giti (743).

The 2014 China New-Vehicle Tire Satisfaction Index Study is based on responses from 13,754 vehicle owners who purchased their vehicle between February 2012 and May 2013 and examines 28 tire brands.  The study was fielded between February and May 2014 in 46 major cities in China.

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[1] Overall satisfaction of 816 and above (on a 1,000 point scale) in the mass market car segment, 846 and above in the luxury car segment, 743 and above in the MPV/mini van segment and 817 and above in the SUV segment.

[2] Overall satisfaction of 762 and below in the mass market car segment, 827 and below in the luxury car segment, 685 and above in the MPV/mini van segment and 759 and above in the SUV segment.


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