Bridgestone, Michelin and Yokohama Each Rank Highest in Customer Satisfaction with Original Equipment Tires in Japan in Their Respective Segments
TOKYO: (MMD Newswire) December 16, 2010 -- If given the option, a sizable percentage of tire owners in Japan would be willing to pay extra to have fuel-efficient tires equipped on their new vehicle, according to the J.D. Power Asia Pacific 2010 Japan Original Equipment Tire Customer Satisfaction Index StudySM released today.
The study, now in its ninth year, measures customer satisfaction with original equipment (OE) tires equipped on new vehicles in five segments: mini-car, compact car, passenger car, minivan and SUV. Overall customer satisfaction with OE tires 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 tire labeling system that indicates levels of tire rolling resistance, wet grip performance and, based on this information, whether a tire 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 tires. In contrast, 6 percent of owners indicate they would be willing to pay extra to select the brand of their original equipment tires.
The study also finds that, in addition to the current features identified on the labeling system, many owners would like the tire labeling system to include measurements of anti-wear performance and quietness.
"A notable proportion of customers indicate they would be willing to pay a premium for fuel-efficient original equipment tires, which represents a way for manufacturers to potentially boost profits," said Yuko Tajima, senior manager at J.D. Power Asia Pacific, Tokyo. "Providing customers with the ability to select the characteristics of original equipment tires may help revitalize the tire market."
Bridgestone ranks highest in customer satisfaction with original equipment tires in the mini-car and compact car segments and receives an award in the compact car segment for a fourth consecutive year. In both segments, Bridgestone performs particularly well in all four factors driving overall satisfaction. 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. Michelin performs particularly well in all factors in the SUV segment, and in three factors in the passenger car segment (all except handling/traction). Yokohama ranks highest in the mini-van segment, and performs particularly well in all four factors.
The study finds that there is wide variance in satisfaction levels among segments. Satisfaction with original equipment tires is more than 50 points higher in the passenger car and SUV segments, on average, compared with the mini-car and compact car segments.
Overall, 36 percent of original equipment tire owners indicate they would purchase the same tire brand for replacement summer tires. Comparing the five segments, repurchase intent rates are highest among owners of passenger cars-44 percent, on average.
"Customers who are more satisfied with their original equipment tires are more likely to repurchase the same tire brand," said Tajima. "While, on average, 44 percent of passenger car owners indicate that they would repurchase the same original equipment tire brand for replacement tires, among customers with the highest levels of satisfaction, this percentage increases to 65 percent."
The 2010 Japan Original Equipment Tire Customer Satisfaction Index Study is based on responses from 5,462 new-vehicle owners during the first seven to 18 months of ownership, who purchased their vehicle between March 2009 and February 2010. The study was conducted in September 2010.
About J.D. Power Asia Pacific
J.D. Power Asia Pacific has offices in Tokyo, Singapore, Beijing, Shanghai and Bangkok that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries. Together, the five offices bring the language of customer satisfaction to consumers and businesses in China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan and Thailand. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at www.jdpower.com. Media e-mail contact: shizue_hidaka@jdpower.co.jp
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services company operating in key business sectors including market research, forecasting, performance improvement, Web intelligence and customer satisfaction. The company's quality and satisfaction measurements are based on responses from millions of consumers annually. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.
About The McGraw-Hill Companies:
Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a global information and education company providing knowledge, insights and analysis in the financial, education and business information sectors through leading brands including Standard & Poor's, McGraw-Hill Education, Platts, and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2009 were $5.95 billion. Additional information is available at http://www.mcgraw-hill.com/.
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