Michelin Ranks Highest in Germany OE Tyre Customer Satisfaction

Michelin ranks highest in original equipment (OE) tyre satisfaction for the third consecutive year, according to the J.D. Power and Associates 2003 Germany Original Equipment Tyre Customer Satisfaction Index Study released today.

The study, now in its third year, measures customer satisfaction with the tyres that came with the new vehicle at the time of purchase by asking owners to rate tyre performance. Overall satisfaction is based on five factors that contribute to customer satisfaction with original equipment tyres: quality/durability; ride and handling; appearance; traction; and fuel economy.

“Customer satisfaction with original equipment tyres is extremely important for tyre manufacturers,” said Nathalie Hodgson, research supervisor at J.D. Power and Associates. “For many customers, satisfaction with original equipment tyres determines whether or not they will purchase that brand again when it comes time to replace the tyres. It also determines their likelihood to recommend the brand to family and friends.”

Michelin ranks highest in the study, receiving top scores on all five factors. Michelin’s ability to satisfy original equipment customers translates into strong brand loyalty in the replacement tyre market. Twenty-nine per cent of Michelin owners in this study said they definitely will repurchase Michelin and 39 per cent expect to recommend the brand to others.

Dunlop follows Michelin in the rankings, showing particular strength in both quality/durability and appearance. Continental ranks third, performing well in quality/durability and traction, and receiving high ratings for fuel economy.

Quality/durability is the most important contributor to overall customer satisfaction with original equipment tyres in Germany, driving 43 per cent of the total index score. Overall, one in three car owners rate the quality/durability of their tyres as outstanding, compared to one in four who rate the ride and handling performance of their tyres as outstanding. Just one in eight customers reports outstanding tyre traction.

Pirelli registers the most significant improvements since 2002, ranking fourth overall in this year’s study. Pirelli’s performance strengths in ride and handling and traction contribute significantly to high repurchase intent, with 20 per cent of Pirelli owners claiming they definitely will repurchase the brand.

The 2003 Germany OE Tyre Customer Satisfaction Index Study is based on the experiences and opinions of 6,753 motorists in Germany after an average of 26 months of ownership. The study monitors owner perceptions regarding tyre quality, performance, brand image and service behaviours.

Bridgestone, Firestone, Goodyear, Hankook and Yokohama are also included in the study, but below industry average.