Michelin tops OE customer satisfaction rating in luxury and SUV segments

Westlake Village, California - Michelin has for the third year in a row reached the top spot in customer satisfaction of its original equipment (OE) tyres in both the sports and luxury vehicles and sports utility vehicles (SUV) segments, according to a new study.

The J.D. Power and Associates survey, Original Equipment Tire Satisfaction Study, also ranked the French tyre maker top in customer satisfaction in the pick up and full size van segments for the second consecutive year.

Italian tyre maker Pirelli ranked highest in the mass market and non-luxury segment.

The study measured owner satisfaction of tyres that came equipped on their new vehicle based on appearance, handling, ride, traction and wearability.

The survey found that customer recommendations of tyre brands were influenced by satisfaction with tyre performance, the types of problems that may be experienced and by a need for tyre replacement.

"While some problems have a greater impact on customer satisfaction than others, having any type of problem can affect a customer's likelihood to recommend and remain loyal to their OE tyre brand," Carolyn McBeth, director of automotive component research at J.D. Power and Associates, said.

"Road hazards that cause common wear and tear on tyres are normal and somewhat expected, or are at least tolerated, but issues such as poor traction/grip on dry roads and fast tread wear can have a more significant impact on a customer's overall impression of a tyre brand."

The study also found that tyre wearability continued to be the most important factor in overall OE tyre satisfaction.

"In general, tyre manufacturers will see the largest return on investment if they are able to improve in the wearability factor. Manufacturers may want to consider educating their customers on what constitutes a worn tyre in an effort to more successfully meet owner expectations," McBeth said.

The study was based on responses from more than 32 000 owners who purchased a new vehicle between 2004 and 2005.