It’s amazing what a year will do. Last year we saw the direct impact of
tightened tire supplies and at least on the consumer side sharply
reduced retail tire sales. This year, dealers responding to our 20th
annual Tire Brand Study showed greater appreciation for second and third
tier tire brands, which stepped up to fill product screen holes left by
higher-priced, lower fill rate majors.
Every year since 1992, Tire Review has asked North American tire dealers
to rate the performance of the tire brands consumer and medium truck
they regularly carry and sell.
Click here to see the 2012 Brand Study.
Whether the customer is across the retail counter or a busy truck fleet,
dealers depend on the “value” of the brands they represent and what
they deliver in real terms to the end-user. Tiremakers, conversely,
depend on dealers to carry their marketing and technology messages to
those end-users. And it appears this year that some manufacturers are
Tire Review’s annual Tire Brand Study is not a scientific research
project; it only measures dealer opinions and perceptions about the
brands they offer. Dealers were not permitted to comment on brands they
did not carry, and consumers and end-users were not polled. No tires
were physically tested.
Tire Review collected and analyzed dealer responses from some 2,000
completed telephone surveys of retail and commercial tire dealers, and
measures were taken to ensure a fair sampling of dealers geographically
and to limit the impact of large regional or national dealerships.
The results published here obviously do not include all brands
mentioned; to make this list, a consumer brand had to have at least 40
mentions, and a medium truck tire brand needed at least 20 mentions.
Bold entries indicate the 2011 category leader.
Dealers were asked to rate each brand of tires they regularly carried on
a 1 to 10 scale 10 being highest on a series of categories. An
aggregate overall score for each brand was calculated, averaging the
results from each category.
Tire Review’s Brand Study results are available by contacting Bob
Roberts, research manager, at 330-670-1234 ext. 252, or by e-mailing firstname.lastname@example.org.
Click on a link below to download a copy of that year's Brand Study: