"Our history as a company has focused on innovation for more than 135 years, and the motivation for a future in which mobility and sustainability can progress together helps Michelin preserve and strengthen those rankings," Margetson said.
According to Andre Benjamin, vice president of strategy at HundredX, the most important survey is Net Loyalty Intent, since it represents the percentage of consumers who said they would buy a specific tire brand, minus the percentage of people who said they would not.
"This metric not only represents a brand's reputation and affinity, but it is also an indicator of a brand's future success," Benjamin told Tire Business. "The more long-term customers a brand can win over, the more likely it will be set up for future growth. Companies that can meet customers where they are to win their trust and loyalty will set the bar for competitors."
Goodyear, ranked second in Net Loyalty Intent, also appears in several survey categories. The Akron-based tire maker is ranked second in Net Favorability Toward Quality/Reliability and in Net Favorability Toward Value; and third in Consumer Satisfaction; Net Favorability Toward Performance; Net Favorability Ride Comfort; and Net Favorability Toward Brand Value and Trustworthiness.
Cooper, a brand that Goodyear has owned for the last two years, ranks third in Net Loyalty Intent with a score of 55.
Pirelli, meanwhile, finished second in several categories: Customer Satisfaction; Net Favorability Toward Performance; Net Favorability Toward Ride Comfort; and Net Favorability Toward Value and Trustworthiness.
HundredX said it captured more than 17,000 pieces of feedback across 11 tire brands over the period March 2023 to March 2024.
"We continually collect feedback daily through our unique 'Data for Good' model," Benjamin said.
That model entails reaching out to nonprofits in order to entice them to find respondents in their organization to participate in the surveys and in turn generate funding for the nonprofit.
Each month, 50 to 100 non-profits participate in a 30-day program. The team at HundredX sizes individual programs in order to collect at least 300,000 brand feedback summaries each month (after exclusions) from a diverse audience. A given non-profit can participate once per year.
HundredX said the program creates groups of consumers diverse in location, age, ethnicity, income and cause,
Participants (who are supporting a specific non-profit and not professional survey takers) select brands they know and use as customers from more than 3,000 choices.
Participants are capped at 75 brands so they have no ability and/or need to fabricate customer relationships for money.
HundredX said it has partnered with more than 1,300 nonprofit organizations.
The firm said consumers have the option to search specific brands or choose from a list. The company tracks feedback on 45 auto brands, 11 tire brands, 14 auto parts brands and 29 auto repair and maintenance brands.
What can a brand learn from these surveys?
"Brands that rank toward the bottom of these lists can clearly see where there is room for improvement to win over consumers," Benjamin said. "On the other hand, high-ranking brands will gain insight into what their customers value when making purchasing decisions."
