Japanese Motorists Would Pay Extra for Fuel Efficient OE Tyres – Study
Upon the release of its JDPower Asia Pacific 2010 Japan Original Equipment Tire Customer Satisfaction Index Study, the global marketing information company reports that Japanese motorists are becoming increasingly well disposed towards fuel-efficient tyres and says that, if given the option, a “sizable percentage” would be willing to pay extra to have fuel-efficient tyres equipped on their new vehicle.
In total, 36 per cent of new vehicle owners indicated a willingness to pay extra for the option to equip their vehicles with original equipment fuel-efficient tyres. This high percentage appears to reflect an increased awareness of factors contributing to tyre fuel efficiency following the Japan Automobile Tyre Manufacturers Association’s introduction of a tyre labelling system in 2010. Japan’s tyre label indicates rolling resistance and wet grip levels, and the study indicates motorists there would like it to go further; JDPower says “many” new car owners would like the labelling system to include anti-wear performance and quietness measurements.
“A notable proportion of customers indicate they would be willing to pay a premium for fuel-efficient original equipment tyres, which represents a way for manufacturers to potentially boost profits,” commented Yuko Tajima, senior manager at J.D. Power Asia Pacific, Tokyo. “Providing customers with the ability to select the characteristics of original equipment tyres may help revitalise the tyre market.”
The study, now in its ninth year, measured customer satisfaction with original equipment tyres equipped on new vehicles in five segments: mini-car, compact car, passenger car, minivan and SUV. Overall customer satisfaction was measured on a 1,000 point scale for four factors: handling/traction; ride/quietness; durability/reliability; and appearance. The study found a wide variance in satisfaction levels amongst the segments. Satisfaction with original equipment tyres was on average more than 50 points higher in the passenger car and SUV segments compared with the mini-car and compact car segments.
Bridgestone ranked highest for customer satisfaction in the mini-car and compact car segments and received an award in the compact car segment for a fourth consecutive year. In both segments, Bridgestone performed particularly well in all four factors driving overall satisfaction. Michelin ranked highest in the passenger car and the SUV segments and received an award in the passenger car segment for a sixth consecutive year. Michelin performed particularly well in all factors in the SUV segment, and in three factors in the passenger car segment (all except handling/traction). Yokohama ranked highest in the mini-van segment and performed particularly well in all four factors.
Overall, 36 per cent of original equipment tyre owners indicated they’d purchase the same brand of replacement summer tyre. Comparing the five segments, repurchase intent rates are highest among owners of passenger cars, with an average of 44 per cent.
“Customers who are more satisfied with their original equipment tyres are more likely to repurchase the same tyre brand,” said Tajima. “While, on average, 44 per cent of passenger car owners indicate that they would repurchase the same original equipment tyre brand for replacement tyres, among customers with the highest levels of satisfaction, this percentage increases to 65 per cent.”
This year’s study was based upon responses from 5,462 new-vehicle owners during the first seven to 18 months of ownership; motorists how purchased vehicles between March 2009 and February 2010 were targeted and the study conducted in September 2010.
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