Michelin Tops Customer Satisfaction Survey

The JD Power and Associates 2004 Original Equipment Tire Customer Satisfaction Survey has placed Michelin at the top of three of its four Categories. Michelin ranked highest in the luxury/sport, mass market/non-luxury and SUV segments, while Goodyear topped the remaining pickup/fullsize poll. Overall satisfaction was calculated using a tyre satisfaction index of five factors. These were tyre appearance, tyre handling, tyre ride, tyre traction and tyre wearability.

In the luxury/sport segment, Michelin took first place, receiving its highest ratings with regard to the perceived wearability of its tyres. In the mass market/non-luxury segment, Michelin received the highest ratings from owners in all five factors. General and Goodyear took second and third place. The French tyre manufacturer received a similar level of praise in the SUV segment where it again received the highest ratings on all four factors.

In general the study found that during the first year of ownership approximately 19 per cent of respondents experience a problem with their tyres. Unsurprisingly the survey found that tyre satisfaction decreases substantially when this happens. Of the 10 per cent of respondents who had to replace one or more tyres, satisfaction dropped an average of 200 points on the 1000 point index, compared to those who did not replace any tyres.

The researchers also found that satisfaction drops significantly between customers’ first and second years of ownership. This discovery has obvious implications for the tyre industry. “Maintaining high customer satisfaction is critical to tyre manufacturers, particularly in the first two years of ownership, due to its impact on repurchase intent,” said Carolyn Picard, director of automotive components research for J.D. Power and Associates. “Intent to replace tyres with the same brand drops by an average of 11 per cent among those who had to replace a tyre compared to those who didn’t.”

Goodyear found first place in the pickup/fullsize van segment where it achieved its highest score in tyre appearance. Behind Goodyear, Michelin and BF Goodrich were tied for second place. Responding to the company’s success Larry Mason, president of consumer tyres for Goodyear’s North American Tire division said: “Goodyear has a tradition of excellent tyre performance, and this year we are delighted to earn the highest ranking in the prestigious study,” said Larry Mason, president of consumer tyres for Goodyear’s North American Tire division. “This is further verification that Goodyear is following through on its plan to lead the tyre industry in technology and innovation. We have spoken of product leadership and quality as among the core strategies guiding Goodyear’s business turnaround, and this achievement is reflective of that focus,”

Michelin is understandably proud of its success and now holds an impressive collection of titles. Since J D Power first began researching this area in 1995 Michelin has won a total of 41 Customer Satisfaction Awards, more than all the other tyre manufacturers put together. “We are always pleased when consumers rank Michelin highest,” said Tom Chubb, vice president of marketing for Michelin Automotive Industries Division. “Meeting the needs of our OE customers, and through them, the needs of the consumer, is vitally important to Michelin. Vehicle manufacturers face an incredibly competitive marketplace where consumers have high expectations and many choices from which to choose.”