Strong Link Between OE Satisfaction & Aftermarket Tyre Sales – Study

Results of the latest J.D. Power Asia Pacific 2009 Japan Original Equipment Tire Customer Satisfaction Index Study indicate that high levels of satisfaction in original equipment tyres may well lead to a notable increase in brand loyalty amongst customers purchasing summer replacement tyres. The January 7 released results show that, on average, 74 per cent of motorists in Japan are likely to stick with their vehicles’ original equipment tyre brand when purchasing summer replacement tyres. However, amongst the more highly satisfied customers, namely those whose satisfaction scores averaged 800 or higher on a 1,000-point scale, this figure increases to 88 per cent.

It also appears, among owners who previously used a brand of summer replacement tyres other than the brand fitted as original equipment on their new vehicle, an average of 19 per cent are likely to switch to their OE brand for their next set of summer replacement tyres. However, this figure increases considerably – to 46 per cent – among owners report being highly satisfied with their OE tyres.

“It is important for tyre manufacturers to improve customer satisfaction with OE tyres in order to retain their existing customers and acquire new customers in the summer tyre market,” said Tetsushi Furuya, project manager at J.D. Power Asia Pacific, Tokyo.

The Japanese study, now in its eighth year, measures customer satisfaction in five vehicle segments: mini-car, compact car, passenger car, minivan and SUV. Overall customer satisfaction with OE tyres is based on four factors: handling/traction, ride/quietness, durability/reliability and appearance.

Dunlop ranked highest in the mini-car segment with an index score of 546. Bridgestone and Yokohama, with a score of 545 each, tied at second place.

 Bridgestone ranked highest in the compact car segment for a third consecutive year with an index score of 563 and performed particularly well in all four factors.

Michelin ranked highest in the passenger car segment for a fifth consecutive year with a score of 633 and performed particularly well in the appearance and ride/quietness factors. Following Michelin in the rankings was Continental (626) and Bridgestone (610). Continental performed particularly well in the handling/traction and durability/reliability factors.

In the minivan segment, Bridgestone ranked highest for a second consecutive year with a score of 572 and performed particularly well in all four factors. Yokohama, with 565 points, ranked second.

Bridgestone ranked highest in the SUV segment with a score of 604 and performed particularly well in three of four factors: appearance, ride/quietness and handling/traction. Michelin followed Bridgestone in the segment rankings with a score of 601 and performed particularly well in the durability/reliability factor.

The study was conducted in November 2009 based upon responses from 8,017 new-vehicle owners during the first seven to 18 months of ownership. The surveyed vehicle owners purchased their vehicles between May 2008 and April 2009.