Apollo Ranks Highest in Small Car Segment; MRF Ranks Highest in Midsize Cars and Utility Vehicle Segments
India: 2 May 2018 — Improvement in product quality over the past five years has resulted in a higher frequency of tire brand image being cited as an important purchase criteria during the replacement process, according to the J.D. Power 2018 India Original Equipment Tire Customer Satisfaction Index (TCSI) Study,SM released today.
The number of customers experiencing problems with original equipment (OE) fitted tires has declined by 7 percentage points during the past five years (12% in 2013 vs. 5% in 2018). Within this same period, the proportion of customers citing brand image as an important driver for selection of their tire replacement has increased by 12 percentage points (45% in 2013 vs. 57% in 2018).
“Sustained efforts in quality improvement among tire brands is being reflected in the Voice of the Customer,” said Kaustav Roy, Regional Director at J.D. Power, Singapore. “A positive product experience, coupled with end-customer engagement, is likely to help drive replacement demand.”
The following are additional key findings of the study:
- OE tire brand preferred: Preference of the OE tire brand during tire replacement has increased to 54% in 2018 from 48% in 2017.
- Tires replaced less often in first two years: The replacement of tires during the first 12–24 months of ownership is declining (5% in 2018 vs. 10% in 2013).
- Small car tires outperforming other segments: With respect to vehicle segments, satisfaction with tires in the small car segment (889 on a 1,000-point scale) is higher than in the midsize car segment (872) and utility vehicle segment (882).
- High satisfaction drives loyalty and advocacy: The study finds that 88% of owners who are highly satisfied (overall satisfaction scores of 989 and above) with their original tires say they “definitely would” recommend their tire brand. Among customers who are less satisfied (814 and below), only 42% say they would do the same.
Study Rankings
Apollo ranks highest in the small car segment (899), followed by JK Tyre (894). MRF ranks highest in the midsize car segment (877), and Apollo ranks second (876). In the utility vehicle segment, MRF ranks highest (891), followed by Bridgestone (890).
The 2018 India Original Equipment Tire Customer Satisfaction Index (TCSI) Study is based on 3,620 responses from new-vehicle owners who purchased their vehicle between May 2015 and August 2016. The study was fielded between May and August 2017.
The study, now in its 18th year, measures satisfaction among original equipment tire owners across three segments: small cars, midsize cars and utility vehicles. The study covers the first 12 to 24 months of ownership across four factors (listed in order of importance): appearance; durability; ride; and traction/handling.