Pirelli Motorcycle Tyres Received More Recommendations than Reported

Pirelli’s motorcycle tyres had a better 2009 in terms of proportional brand recommendations for the Total Market than had been previously reported by Encircle Marketing. Encircle market analyst Jason Cunningham got in touch with Tyrepress.com to correct an error, which saw Pirelli ranked lowest for the percentage change in brand recommendations in the second half of 2009 compared to the first half. In fact, the data provided showed the brands ranked in inverse order to what had been shown by Encircle’s research. “I apologise for the error [on the slide entitled ‘% pt change overtime in Total Market brand recommendations’],” Cunningham said. “Pirelli’s performance in particular in 2009 was very impressive.” The slide also showed Continental and Maxxis losing ground in Total Market brand recommendations, when in fact they had made significant progress in 2009.

The original presentation from Encircle Marketing was published here on 11 January 2010, and on page 28 of the January 2010 issue of Tyres & Accessories magazine. The chart also suggested that: “Bridgestone was the greatest gainer in this respect, up 3.63 per cent, while Michelin, Metzeler, Dunlop and Avon all received more market recommendations to researchers in the second half of the year.” In fact, these five brands lost ground in terms of recommendations, as the list below shows.

% pt change overtime in Total Market brand recommendations

1.       Pirelli: 6.68

2.       Continental: 2.59

3.       Maxxis: 2.45

4.       Avon: -0.75

5.       Dunlop: -1.81

6.       Metzeler: -2.40

7.       Michelin: -3.13

8.       Bridgestone: -3.63