TOKYO (Dec. 17, 2010)—Japanese buyers are willing to pay more for tires with labels demonstrating better performance, according to a J.D. Powers report.
The firm's new Asia Pacific 2010 Japan Original Equipment Tire Customer Satisfaction Index Study found that, in addition to the current features identified on the labeling system, many owners would like the tire labeling system to include measurements of anti-wear performance and quietness.
J.D. Powers said its study found that 36 percent of new-vehicle owners indicate they would be willing to pay extra for the option to equip their new vehicles with fuel-efficient tires. In contrast, 6 percent of owners indicate they would be willing to pay extra to select the brand of their OE tires.