OE brand pull-through lower in Indian tyre market

Ceat tops brand ranking, followed by MRF

According to the JD Power 2017 India Original Equipment Tire Customer Satisfaction Index Study 34 per cent of customers in India cannot recall their tyre brand. Furthermore, only 58 per cent of these customers say they “definitely would” repurchase the original brand, as compared to 65 per cent of those customers who could identify their brand.

In addition, the preference for OE-fitted tyre brand replacement has declined in the past five years to 46 per cent in 2017 from 54 per cent in 2013.

Kaustav Roy, director at JD Power, said: “Since tyre brand perception is a key driver when considering replacement tyres, it may be prudent for the tyre manufacturers to better engage with customers during the early stages of vehicle ownership. A positive product experience coupled with sustained customer engagement is likely to help drive the replacement demand.”

JD Power said the overall OE tire customer satisfaction average was 873 points (on a 1,000-point scale), with no change from 2016. Tyre satisfaction varies with vehicle segment, the research firm found, with the van segment (883) leading the market this year, while SUVs scored lowest (848). The study also found that 84 per cent of owners who are highly satisfied (overall satisfaction of 962 and above) with their original tyres say they “definitely would” recommend their tyre brand. Among customers who are less satisfied (820 and below), only 35 per cent say they “definitely would” recommend their tyre brand.

Ceat ranked highest in overall customer satisfaction (893) and performs well in the appearance factor, while MRF ranked second (878) in the study, according to JD Power.