Michelin again ranks highest in J.D. Power OE tire customer satisfaction survey
For the 11th time, Michelin is has earned the highest ranking in the prestigious J.D. Power and Associates 2008 Original Equipment Tire Customer Satisfaction Study. Michelin’s scores averaged 38 points higher than the industry average in each segment. The company topped the Michelin has topped the rankings in all four award categories; luxury/sport, mass-market/non-luxury, pickup/full-size van and SUV. The survey examines new-vehicle owner satisfaction with their original equipment tires during the first year of ownership, based on wearability, appearance and traction plus and ride and handling. “Michelin’s achievement exhibits its dedication and focus in providing a high quality product for its customers,” says Allison LaDuc, J.D. Power’s senior research manager of automotive product quality. “Additionally, 2008 marks the second consecutive year that Michelin not only ranks highest across all four segments, but also demonstrates a particularly low incidence of reported problems.” “This is like deja vu all over again,” remarks Tom Chubb, vice president of marketing for Michelin’s automotive industry division. “Being recognized as recipient of these coveted awards time and time again reinforces our commitment to innovation and to being the original equipment partner of choice for many of the world’s premier vehicle manufacturers.” The 2008 results bring Michelin’s total to an unprecedented 56 awards in the United States, more than four times the number of all other tire makers combined, he says. “The J.D. Power and Associates Awards carry special significance in the industry because they are determined by consumer feedback,” adds Chubb. “At Michelin we continually strive to exceed the expectations of both consumers and OE customers in everything we do, and this accomplishment speaks volumes about the quality, performance and value attributed to our tire lines.” The J.D. Power study also examines overall quality performance, which is determined by the problems experienced per 100 vehicles, designated as “PP100.” A lower score reflects higher quality. In this year’s results, tire owners report a tally of 6.2 PP100 with slow leaks after just a year of ownership, reflecting an increase of nearly 20 percent in this problem-count compared to 2007, according to said LaDuc. “Tire pressure monitoring systems — which were mandated in 2006 — are likely making customers more aware of changes in tire pressure levels,” she explains. “With the sensitivity of most tire pressure monitoring systems, subtle changes in tire pressure that are generally not problematic may unnecessarily alert customers, leading to an increase in perceived problems. As awareness increases, it’s important for tire manufacturers to work with automakers in not only educating consumers on the system, but also enhancing the system so that it works properly and is less likely to give false alarms.” The survey also finds that tire owner satisfaction greatly impacts a customer’s likelihood to recommend their tire brand to family and friends. Owners who report that they “definitely” or “probably” will recommend their tire brand have an average satisfaction score of 880 on a 1,000-point scale. Conversely, customers who indicate that they “definitely/probably” will not recommend their tire brand have an average satisfaction score of 665. “It is vital for tire manufacturers to listen to their customers to provide the most positive, satisfying experience possible,” says LaDuc. “Doing so will likely increase aftermarket purchases, which ultimately positively impacts the bottom line.” The Original Equipment Tire Customer Satisfaction Study is based on responses from more than 25,000 new-vehicle owners who purchased a 2006 or 2007 model year vehicle. The study was fielded in March and April of this year. The results can be viewed in their entirety at |
