Japanese replacement tyre customers most satisfied with Michelin

ERJ staff report (LMH)

Tokyo - Michelin ranks highest for customer satisfaction in the compact and passenger car replacement tyre markets, while satisfaction with fuel efficient tyres appears to have plateaued, according to the results of JD Power's 2012 Japan Replacement Tyre Customer Satisfaction Index Study.

The study, now in its fourth year, examines market trends and measures customer satisfaction with replacement tyres (excluding winter tyres). Overall customer satisfaction with replacement tyres is based on four factors: handling/traction; ride/quietness; durability/reliability; and appearance. Overall satisfaction scores (based on a 1000-point scale) are calculated based on vehicle owners' evaluations of 17 attributes.

The study finds that 35 percent of vehicle owners with replacement tyres have fuel-efficient tyres on their vehicle, as defined by the tyre labeling system introduced in January 2010, an increase from 27 percent in 2011. While market penetration is increasing, customer satisfaction with fuel-efficient tyres has plateaued since 2011, JD Power reported.

"It will be difficult to get customers to focus on a tyre brand for being fuel efficient if many of the tyre brands available in the market are defined as fuel-efficient tyres in the future," said Taku Kimoto, executive director of automotive division at JD Power Asia Pacific, Tokyo. "It is also important to offer tyres not only with fuel efficiency, but also with a balanced combination of other features, such as ride/quietness and long-term durability, in order to meet customer needs."

The overall satisfaction rankings placed Michelin top in the mini-car/compact and passenger car segment, while Bridgestone ranked highest in the mini van segment.

The 2012 Japan Replacement Tyre Customer Satisfaction Index Study is based on responses from 7047 vehicle owners within the first three to 14 months of ownership who purchased their replacement tyres between June 2011 and May 2012.

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News release from JD Power