Tire brands are an important tool for tire dealers. They depend on the tire brands they carry to deliver customers –
retail or commercial. But, how do those brands perform in the real world?
For the 14th straight year, Tire Review’s annual Tire Brand Study measures tire dealer opinions and perceptions about the brands they carry and sell. This Study examines both major (including associate) and private brands separately so that each group can be fairly compared with each other.
Respondents were not permitted to comment on brands they did not carry, and consumers and end users were not polled. Tire Review did not physically test any tires. The results only reflect the expressed opinions and perceptions of independent tire dealers.
Babcox Research conducted this Study for Tire Review, analyzing dealer responses from some 700 completed telephone surveys. Every effort was made to obtain a fair sampling of responses and ensure the number of responses gathered was consistent with accepted industry brand marketshare figures. Limits were placed on the number of dealers interviewed per geographic region, thereby restricting the impact of certain brands with strong dis- tribution in one region or another.
A total of 1,231 specific brand mentions were collected for the Consumer Tire segment of the Study, and another
458 specific brand mentions were obtained for the Commercial Tire segment.
To be presented in the final results shown here, a consumer tire brand had to have at least 15 mentions, and a commercial brand needed at least 12 mentions.
Dealers were asked to rate each brand of tires they carried on a 1 to 10 scale – 10 being highest – for a series of categories.
An aggregate overall score for each brand was calculated, averaging the results from each category. Last year’s category winners are also indicated with an asterisk.
Tire Review’s Brand Study results are available by contacting Bob Roberts, research manager, at 330-670-1234 ext. 252, or by e-mailing Bob at [email protected].