Michelin Heads Tire Satisfaction Poll in U.S.

Michelin brand tires have again outscored their rivals in the annual J.D. Power Original Equipment Tire Customer Satisfaction Study. Pirelli and Goodyear ranked second and third, respectively.

Michelin topped the field in the passenger car, luxury and truck/utility tire categories. Pirelli led the performance sport segment, followed by Michelin and Goodyear.

Power reports that younger consumers are more likely to replace factory tires with less established brands than are Baby Boomers. The firm says 72% of under-40 drivers report moving to another brand when replacing at least two tires compared with about 60% for older drivers who did so.

Younger tire purchasers are driven by value more than price, according to the study. Power says younger buyers are more receptive to lesser-known brands largely because marketing for such brands targets that group.