Customer satisfaction with the tires that come standard on new vehicles has dipped marginally, according to J.D. Power’s latest study. However, the gap between satisfaction levels for internal combustion engine (ICE), battery electric vehicle (BEV), and plug-in hybrid electric vehicle (PHEV) owners is shrinking as EV tire technology improves.
Key Findings from the J.D. Power Study
The 2024 Original Equipment Tire Customer Satisfaction Study surveyed over 38,000 owners of recent model-year vehicles in the United States. Satisfaction is measured across four key areas: ride comfort, tire wear, handling/traction, and appearance.
Overall satisfaction for ICE vehicles scored 789 out of 1,000, slightly higher than BEVs (775) and PHEVs (772). The difference, however, has narrowed significantly from 47 points last year to just 14 – suggesting that manufacturers are rapidly improving tires for electric vehicles.
Brand Loyalty: High Initial Satisfaction, Lower Replacement Rates
Over half (54%) of new car owners remain loyal to their vehicle’s original tire brand, but this number drops to 42% when two or more tires need replacing. The primary reason for switching? Concerns about premature wear and tear. This suggests that while factory tires meet initial expectations, longevity is a major sticking point for many drivers.
Michelin Leads Across Multiple Segments
Michelin consistently ranked highest in customer satisfaction across multiple vehicle segments:
- Luxury: Michelin scored 833, outperforming Goodyear (829) and the segment average of 806.
- Passenger Car: Michelin led with 816, tying Goodyear and Toyo at 798 for second place.
- Performance Sport: Michelin topped with 818, followed by Goodyear (805) and Pirelli (801).
Pirelli secured the top spot in the truck/utility segment with a score of 801, beating BFGoodrich (790) and Michelin (788). Other brands included in the study were Bridgestone, Continental, Cooper, Dunlop, Falken, Firestone, Giti, Hankook, Kumho, Nexen, Nitto, Vogue, and Yokohama.
The study shows that while initial satisfaction with factory tires is reasonable, long-term durability and replacement choices remain major considerations for vehicle owners.
In conclusion, tire manufacturers are making progress in closing the satisfaction gap between ICE and electric vehicles, but wear remains a critical factor in brand loyalty. Michelin continues to dominate the market, offering consistently high-rated tires across several segments.
