The brand of primary tires affects brand loyalty

A recent study by J.D. Power showed the connection between the tires of the primary equipment and the commitment to a particular brand.

According to the US market research J.D. Power, 37% of consumers buy tires of the same brand that were installed as an initial equipment on their car.

"Manufacturers whose tires are installed as primary equipment have a greater advantage over competitors," said Brent Gruber, senior manager of J.D. Power. - Many car owners do not even consider the option of acquiring tires from another brand, when they first solve the problem of tire replacement. Consumers who have a positive experience with the tires of the initial equipment, continue to buy a product of the same brand for the first replacement. "

The study showed that the brands supplying the tires of the primary equipment are the most popular among consumers who purchase at least two replacement tires in the first two years of ownership of the car. Of these car owners, 62% buy brands from Michelin (21%), Goodyear (12%), Continental (11%), Bridgestone (11%) or Pirelli (7%), and only 38% prefer tires from other brands.

In the segment of luxury cars, there is a significant loyalty to brands - 58% of car owners buy tires of the same brand that was originally. Among the owners of mass production machines, this share is only 31%.

The most popular, according to J.D. Power, enjoys the brand Michelin: it has become a leader in four categories - luxury, cars, sports and light truck / cargo.

In the category of 'luxury' the second place is occupied by Pirelli brand, the third - by Bridgestone. In the segment of passenger cars, Pirelli is on the second place, and Goodyear is on the third. In the category of 'sport', the Goodyear brand is on the second place, and Bridgestone is on the third. As for light truck, the second place is occupied by the brand Goodyear, and the third by BFGoodrich.