Michelin, Pirelli Top J.D. Power OE Satisfaction Study

No surprise here: Michelin retained its high customer satisfaction mark in J.D. Power and Associates’ annual OE tire satisfaction study.

Michelin ranked highest in three of the four segments addressed – luxury (with a score of 777 out of 1,000 possible), passenger car (726) and truck/utility (740).

Pirelli, however, took top honors in the performance sport segment with an index score of 788.

The 2012 study was based on responses from more than 27,000 new-vehicle owners who purchased a 2010 or 2011 model-year vehicle, and was conducted in October-December 2011, according to J.D. Power.

While the study noted the accomplishments of tiremakers, all of the news was not good for the industry, especially tire dealers fighting to retain or gain business from car dealers.

According to J.D. Power, “In addition to increasing the likelihood of them re-purchasing the same vehicle brand, highly satisfied customers are also more likely to return to the dealership for maintenance/repair services and use the dealership for future service on tires.”

Among owners that rate the quality and appeal of their vehicles as ‘truly exceptional,’ and that rate their tires as ‘truly exceptional’ – when compared to owners that do no rate their tires as highly – they are:

• More likely to say they “definitely will” re-purchase the same vehicle brand – 67% vs. 59%

• More likely to say they “definitely will” return to the dealer for maintenance and repair work – 89% vs. 82%

• More likely to return to the dealer for future tire service work – 44% vs. 32%.

“It is important for tire and vehicle manufacturers to understand how tire satisfaction affects both vehicle brand and dealer loyalty,” said Brent Gruber, senior manager of the tire practice at J.D. Power and Associates. “High tire satisfaction positively influences owner perceptions of their vehicle. By choosing a better performing tire for its vehicles, not only are manufacturers in a position to build greater loyalty for their brand, but they’re also increasing the potential for future service business at dealerships.”