Fifty-one percent of customers who intend to purchase new tires cite brand reputation as a criterion for purchase, the highest among all purchase criteria, according to a study performed by J.D. Power. 
In its 2015 U.S. Original Equipment Tire Customer Satisfaction Study, J.D. Power ranked consumers’ tire purchase criteria. Ranking highest among consumer purchase criteria was brand reputation.
“Projecting the right image for the brand is crucial,” the report stated, adding that tire brand image influences customer satisfaction with the product.
In its rankings study, Michelin-brand tires ranked highest in luxury and passenger car segments, while Pirelli-brand tires ranked highest in the performance sport segment.
“Manufacturers that convey an image of product value and environmental responsibility positively influence overall customer satisfaction,” the report stated. A customer’s image of the brand “can erode over time if the product ultimately fails to meet their performance expectations.”
For car drivers who have replaced one or more of their original equipment tires within the last 18 months, the most commonly cited criterion when selecting new tires is that they match the other tires already on their vehicle, according to the J.D. Power study. This is true for both purchase and lease customers, the research firm reported.
The second most frequently cited criterion is a recommendation from a sales or service person, cited by 11% of customers.
The report also found that, “Past experience with a tire brand and the advice from sales and service personnel are also very influential considerations when purchasing tires.”
Among generational groups, Gen Y customers rely more heavily on their family and friends as a source of information for which replacement tire brand to purchase than do the older generations, the report stated.
