Tyre labels change attitudes, buying habits in Japan

ERJ staff report (DS)

Tokyo -- Japanese buyers are prepared to pay more for tyres with labels demonstrating better performance. The data comes from J.D. Power's Asia Pacific 2010 Japan Original Equipment Tire Customer Satisfaction Index Study, released on 16 December.

The study, now in its ninth year, measures customer satisfaction with original equipment (OE) tyres equipped on new vehicles in five segments: mini-car, compact car, passenger car, minivan and SUV. Overall customer satisfaction with OE tyres is based on four factors: handling/traction; ride/quietness; durability/reliability; and appearance, measured on a 1,000-point scale.

In 2010, the Japan Automobile Tyre Manufacturers Association introduced a tyre labelling system that indicates levels of tyre rolling resistance, wet grip performance and, based on this information, whether a tyre model is considered fuel efficient. Now that these designations are evident to consumers, the study finds that 36 percent of new-vehicle owners indicate they would be willing to pay extra for the option to equip their new vehicles with fuel-efficient tyres. In contrast, 6 percent of owners indicate they would be willing to pay extra to select the brand of their original equipment tyres.

The study also finds that, in addition to the current features identified on the labelling system, many owners would like the tyre labelling system to include measurements of anti-wear performance and quietness.

Bridgestone ranks highest in customer satisfaction with original equipment tyres in the mini-car and compact car segments and receives an award in the compact car segment for a fourth consecutive year.

Michelin ranks highest in the passenger car and the SUV segments and receives an award in the passenger car segment for a sixth consecutive year.

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Press release from J D Power