When it comes time to replace tires on a luxury vehicle, 58% of owners are more likely to stick with the original equipment brand. And nearly half of those consumers intend to return to the car dealership to buy replacement tires.
The findings are part of the J.D. Power 2017 U.S. Original Equipment Tire Customer Satisfaction Survey.
The brand loyalty among luxury vehicle owners is higher than that of vehicle owners as a whole — 31%. And while 46% of luxury vehicle owners plan to return to the car dealer to purchase replacement tires, 33% of mass market vehicle owners plan to return to the car dealership.
What's a luxury vehicle? We asked J.D. Power to define the category; here are the brands in that segment: Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche and Volvo.
The latest J.D. Power study is based on responses from 29,622 owners of 2015 and 2016 model-year vehicles, and was fielded between October and December 2016.
The study finds that 37% of owners who replaced two or more tires on their vehicle selected the same tire brand that was fitted on their new vehicle when they first drove it off the dealership lot. When drivers replaced two or more tires within their first two years of ownership, 62% purchased either Michelin (21%), Goodyear (12%), Continental (11%), Bridgestone (11%) or Pirelli (7%), while 38% purchased other brands.
J.D. Power identified two other key findings:
New vehicles need flat tire solutions: More than half of tire replacements in the first two years of ownership are a result of road hazard damage, flats or blowouts. A significant proportion of luxury owners reported that their vehicle does not come with "a flat tire solution," such as a temporary spare, full-size spare, sealant kit, inflation kit or collapsible spare. However, many luxury vehicles do include run-flat tires, yet owners may not be aware of this.
Lease rates increase: According to the Power Information Network (PIN) from J.D. Power, U.S. new light-vehicle sales reached an all-time record of 17.53 million units in 2016 while lease rates increased to 30% of retail sales, up from 24% in 2013. The rise in leasing rates is important for tire manufacturers because the 2017 U.S. Original Equipment Tire Customer Satisfaction Study finds that 44% of lessees who replaced two or more tires selected the same tire brand as opposed to 35% of those who purchased their vehicles.
For more information about the 2017 O.E. Tire Customer Satisfaction Study, visit http://www.jdpower.com/resource/us-original-equipment-tire-customer-satisfaction-study.
To see how the tire brands stacked up in J.D. Power's study — there's a dominant winner — click here.