MRF again India’s ‘most satisfying’ OE brand

According to the results of J.D. Power Asia Pacific’s 13th annual study into original equipment tyres in the Indian market, customer satisfaction has slightly risen in this past year. The 2013 India Original Equipment Tire Customer Satisfaction Index Study measured satisfaction towards original equipment tyres during the first 12 to 24 months of ownership. Four factors – appearance, durability, traction/handling and ride – were measured, with points awarded according to level of satisfaction in each category. The potential maximum total score was 1,000 points.

In 2013, overall satisfaction with original equipment tyres averaged 834 points, an increase of seven points from 2012. Among the four factors, satisfaction in appearance was rated highest, with 836 points, while satisfaction in durability bottomed the table with 831 points. MRF ranked highest in overall customer satisfaction for a fourth consecutive year, with a score of 840 points. JK Tyres ranked second with 839 points, while Bridgestone, which improved the most among tyre companies included in the study, ranked third with a score of 836, a 26-point year-on-year increase. 

“Perception of high quality and reliability, aided by a positive reputation for brand image, continues to drive high customer satisfaction with MRF tyres,” said Mohit Arora, executive director, J.D. Power Asia Pacific Singapore. 

The percentage of customers reporting problems with their tyres in 2013 remained consistent with last year’s study, at 12 per cent. And one again, customers experiencing a tyre-related problem preferred to have their tyres repaired at an authorised retail outlet. 52 per cent of customers experiencing a tyre-related problem had the tyre repaired at an authorised tyre retailer, a 14 per cent increase from 2012. “The propensity of customers to have their tyres serviced at an authorised retail outlet is a trend that we note has increased during the past two years,” noted Arora. “Authorised tyre retail outlets continue to upgrade their services, in terms of processes, facilities, and type of services offered. As observed in other markets, this retail segment, if managed well, is likely to be one of the key drivers of a vibrant aftermarket in India.”

The study also analysed the consumer-reported share of business each tyre maker has with vehicle manufacturers in India. It found that the top three ranked tyre brands are also the ones that have a balanced portfolio of engagement with automotive makes. “Both MRF and Bridgestone continue to draw consistent share of business from the automakers in India,” said Arora, “JK Tyres sees a positive trend through an increase in its share of business in 2012.”

Tyre brands that achieved high levels of customer satisfaction also benefitted from higher levels of customer loyalty and advocacy, the study found. Among customers with high satisfaction (901 points and higher), 76 per cent said they “definitely would” recommend their tyres to family and friends, while 70 per cent say they “definitely would” repurchase the same brand. Conversely, among highly dissatisfied customers, 31 per cent said they would recommend and 27 per cent say they would repurchase the same brand. 

The 2013 India Original Equipment Tire Customer Satisfaction Index Study is based on 4,568 responses from new vehicle owners who purchased their vehicle between May 2010 and August 2011. The study was fielded between May and August 2012.