TROY, Mich.—Original Equipment tire performance is paramount, especially if a major aim of the fitment is to generate loyalty among new vehicle owners.
According to the latest J.D. Power U.S. Original Equipment Tire Customer Satisfaction Study, brand loyalty looks to be slipping as more new vehicle owners cite problems with OE tires' traction and handling. Overall satisfaction for the category fell six points to 790.
It was the biggest year-over-year decline for any factor of the study.
Those who have one problem with traction and handling have a loyalty rate that is 19 percentage points lower (39 percent) than those who don't (58 percent), J.D. Power said.
"The overall experience of tire traction and handling during poor weather conditions, such as snow-covered/icy roads and wet roads, is one of the top customer concerns," Jason Norton, director of benchmarking at J.D. Power, said in a statement. "If tire performance doesn't meet customer expectations in these conditions, they will seek an alternative that does. In this competitive environment for tire manufacturers, a greater focus on quality will enhance overall customer loyalty."
When it comes to the most preferred tire makers, though, both Goodyear and Michelin had strong showings in the annual satisfactory study. The study measures tire owner satisfaction across a range of categories such as tire ride, wear, traction and handling, and appearance.
Goodyear ranks highest in both the passenger car and luxury segments with scores of 815 and 821, respectively. The Akron-based tire maker also ranks second in the performance sport segment with a sore of 809.
For passenger cars, Yokohama and Michelin round out the top three brands with scores of 807 and 805, respectively.
Meanwhile, Michelin and Pirelli finish second and third in the luxury segment with scores of 814 and 801, respectively.
