COSTA MESA, Calif. — Vehicle owners' loyalty to their OE tire brands is running at about 37 percent, according to the latest J.D. Power OE Tire Customer Satisfaction Study, which is essentially unchanged from 2014 when the research company last measured loyalty.
The loyalty percentage is based on responses from 29,622 owners of 2015 and 2016 model-year vehicles, J.D. Power said, who were surveyed from October through December 2016.
To determine the loyalty, J.D. Power asked the owners which brand they chose when replacing two or more tires on their vehicles.
Among the OE brands singled out in the J.D. Power study, Michelin was the clear favorite at 21 percent, followed by Goodyear (12 percent), Continental (11 percent), Bridgestone (11 percent) and Pirelli (7 percent). These five brands represent 62 percent of tires purchased.
"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."