J.D. Power: OE tire fitments fare better on European, U.S. vehicles

With Michelin posting high marks in particular, tire satisfaction among owners of domestic and European vehicles has increased during the past three years, while tire satisfaction among owners of Asian vehicles has remained largely unchanged, according to the J.D. Power and Associates 2011 U.S. Original Equipment Tire Customer Satisfaction Study.

The report finds that satisfaction with tires among owners of domestic vehicles has increased to 682 on a 1,000-point scale, up from 659 in 2009. Similarly, tire satisfaction among owners of European vehicles has increased to 698 in 2011 from 689 in 2009.

Satisfaction with tires among owners of Asian vehicles has remained flat – declining one point between 2011 and 2009. Tire satisfaction among owners of Asian nameplate vehicles is well below average in all segments except for the luxury segment.

“Tires are fairly unique among automotive components, in that the brand name of the supplier is more closely associated with the component than the vehicle nameplate,” automotive research manager Casey Mier.

“However, automotive manufacturers clearly have the final say in the specification and type of tires that go on their vehicles,” he notes. “Therefore, it is particularly important for automakers and tire manufacturers to develop close relationships to ensure the satisfaction of the end-consumer.”

Tire owner satisfaction within each of the four segments – luxury, passenger car, performance sport and truck/utility – is measured by examining four factors; tire wearability; tire appearance; tire traction/handling; and tire ride.

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Rankings are based on owner experiences with their tires after two years on the road.

Michelin ranks highest in tire owner satisfaction in all four segments.

In the luxury, passenger car and truck/utility segments, Michelin performs particularly well in tire wearability. In the performance sport segment, Michelin performs well in tire ride, Mier says.

“Michelin’s success in the J.D. Power and Associates study is the result of relentless commitment to innovation and technical performance, working in a true collaborative partnership with automotive manufacturers to provide the right tire for each vehicle,” says Rob Murray, vice president of operations for passenger and light truck original equipment tires at Michelin North America.

“We are always pleased to see owner response confirming our success in delivering outstanding products with the highest levels of satisfaction,” he adds.

Michelin is the highest-volume brand in the Luxury segment and the only tire in the category to perform significantly above average.

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The Pilot HX MXM4 is Michelin’s highest-volume tire in the segment, fitted on Acura, Cadillac, Lexus, Mercedes-Benz and Volvo vehicles. In the high-volume Passenger Car segment, where Michelin fitments include Honda Accord, the company scores 68 points above segment average.

Michelin regained top honors in the Performance Sport segment with a 99-point improvement. Michelin fitments in the category include BMW 6-Series, Chevrolet Corvette, Cadillac CTS-V and Porsche 911. While the average score in the Truck/Utility segment decreased, Michelin’s performance improved, according to Murray.

Mier reports that the J.D. Power study also finds:

Owner-reported problems with tires has decreased to 84 problems per 100 vehicles compared to 88 in 2010.
Nearly one-third of owners who indicate they have not experienced any problems with their tires say they will recommend their tire brand, while only 21 percent of owners who experience just one problem say the same.
Nearly half (49 percent) of the highly satisfied tire owners (satisfaction scores of 800 or higher) say they “definitely will” recommend their tire brand to family and friends. In comparison, more than one-fourth (29 percent) of customers with a satisfaction score of below 500 say they “definitely will not” recommend their tire brand.

The study is based on responses from more than 26,000 new-vehicle owners who purchased a 2009 or 2010 model- year vehicle. It was fielded between October and December 2010.

For more information, visit www.jdpower.com.