Vehicle Owners Loyal to OE Tire Fitments
March 23, 2017―Vehicle owners that need to replace their tires are likely to purchase the same brand that was originally fitted on their new vehicle, according to the J.D. Power 2017 U.S. Original Equipment Tire Customer Satisfaction Study, released today.
The study finds that 37 percent of owners who replaced two or more tires on their vehicle selected the same tire brand that was fitted on their new vehicle when they first drove it off the dealership lot. This gives the original equipment (OE) tire brands the inside track in the highly competitive replacement market. Original equipment tire brands have the highest market share when vehicle owners replace at least two tires in their first two years of ownership: 62% of these owners purchased either Michelin (21 percent), Goodyear (12 percent), Continental (11 percent), Bridgestone (11 percent) or Pirelli (7 percent), while 38 percent purchased other brands.
"Tire manufacturers who have their products fitted to new vehicles have a great advantage over their competitors," said Brent Gruber, senior director, automotive quality practice at J.D. Power. "A large number of vehicle owners do not even consider other brands when buying replacement tires. As long as they have a positive experience with their OE tires, there is a natural tendency for consumers to select the same brand for their first replacement."
The study further reports that luxury vehicle owners more frequently purchase the OE tire brand for their vehicle (58% stay loyal) than mass market vehicle owners (31 percent). Additionally, luxury vehicle owners have a higher intent to return to a car dealership (46%) for new tires as compared to mass market vehicle owners returning to a dealership (33 percent) for tire replacement.
"New vehicle dealerships can put themselves in a great position to increase service department revenues through tire-related business," Gruber added. "The key is to ensure that dealership tire inventories remain stocked with options that include OE tires and that the service personnel are properly trained about how those tires were specifically engineered to maximize vehicle performance, particularly for luxury vehicle owners."