CONSUMER TIRES MAJOR BRANDS
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- Dwight Gallagher
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1 Tire dealers depend on the tire brands they carry. Quality, innovation, fill rate, marketability, profitability all help tire dealers reach customers, build a reputation and grow a business. So, just how do tire brands perform in the real world? For the 16th straight year, TIRE REVIEW asked North American tire dealers to rate the performance of the tire brands consumer (passenger, performance and light truck/suv) and commercial (medium truck) they carry and sell. TIRE REVIEW s annual Tire Brand Study is not a scientific research project; it merely measures dealer opinions and perceptions about the brands they offer. This study examines both major (including associate) and private brands separately so that each group could be fairly and directly compared with each other. Dealers were not permitted to comment on brands they did not carry, and consumers and end-users were not polled. No tires were physically tested. The results only reflect the expressed opinions and perceptions of independent tire dealers. Babcox Research conducted this study for TIRE REVIEW, analyzing tire dealer responses from some 700 completed telephone surveys. Every effort was made to obtain a fair sampling of responses and assure the number of responses gathered was consistent with accepted industry brand marketshare figures. Limits were placed on the number of dealers interviewed per geographic region, thereby restricting the impact of certain brands with strong distribution in one region or another. A total of 2,160 specific brand mentions were collected for the Consumer Tire segment of the study, and another 535 specific brand mentions were obtained for the Commercial Tire segment. Quite clearly, the number of Chinese tire brands being carried by tire dealers is growing. The results published here do not include all brands mentioned. To be presented in the final results shown here, a consumer tire brand had to have at least 20 mentions up from 15 in previous years and a commercial brand needed at least 12 mentions. Dealers were asked to rate each brand of tires they carried on a 1 to 10 scale 10 being highest on a series of categories. An aggregate overall score for each brand was calculated, averaging the results from each category. The top brands, plus ties for the top, are shown in bold. Last year s category winners are indicated with an asterisk. TIRE REVIEW s Brand Study results are available by contacting Bob Roberts, research manager, at ext. 252, or by e- mailing Bob at broberts@babcox.com. Line Coverage CONSUMER TIRES MAJOR BRANDS Merchandising Support (Do They Support Their Brand?) Cooper Mastercraft Toyo Bridgestone Goodyear* Michelin Yokohama Firestone BFGoodrich Hankook Kumho Pirelli Dunlop Uniroyal General Continental Falken Kelly Nexen Dayton Sumitomo Category Avg Kelly Dunlop Toyo* Yokohama Cooper Hankook Kumho Sumitomo Falken Bridgestone Goodyear Mastercraft Pirelli Uniroyal Firestone Dayton BFGoodrich Nexen Michelin General Continental Category Avg Bridgestone* Cooper Dayton Firestone Goodyear Yokohama Dunlop BFGoodrich Kelly Michelin* Uniroyal Falken Mastercraft General Pirelli Toyo* Hankook Continental Kumho Sumitomo Nexen Category Avg SEPTEMBER 2008 tirereview.com
2 Product Quality Michelin* Bridgestone Toyo Pirelli Yokohama BFGoodrich Cooper Firestone Dayton Kumho Mastercraft Uniroyal Goodyear Hankook Kelly Dunlop Falken Continental Sumitomo General Nexen Category Avg Fill Rate Cooper Mastercraft* Toyo Bridgestone Sumitomo Firestone Yokohama Goodyear Michelin Falken BFGoodrich Dunlop Uniroyal Hankook Dayton General Kumho Kelly Nexen Pirelli Continental Category Avg Consumer Awareness (Do Customers Know Them?) Michelin* Goodyear Bridgestone BFGoodrich Firestone Uniroyal Cooper Pirelli Yokohama Kelly Continental Dayton Dunlop Toyo General Kumho Mastercraft Falken Hankook Sumitomo Nexen Category Avg Bridgestone Michelin* Goodyear* Firestone Toyo Cooper Yokohama BFGoodrich Kumho Mastercraft Pirelli Uniroyal Continental Hankook Dunlop Falken Dayton General Kelly Sumitomo Nexen Category Avg Hankook Nexen Dayton* Sumitomo Kumho Toyo Falken Mastercraft Yokohama Uniroyal Cooper Kelly Pirelli Firestone Dunlop General Bridgestone BFGoodrich Goodyear Continental Michelin Category Avg Bridgestone Cooper Firestone Goodyear Toyo* Yokohama Michelin BFGoodrich Mastercraft Uniroyal Pirelli Dayton Dunlop Hankook Kelly Kumho Falken Sumitomo General Continental Nexen Category Avg SEPTEMBER
3 CONSUMER TIRES PRIVATE BRANDS Line Coverage Product Quality Multi-Mile* Hercules Category Avg Multi-Mile* Hercules Category Avg Hercules Multi-Mile* Category Avg Fill Rate Multi-Mile* Hercules Category Avg Merchandising Support (Do They Support Their Brand?) Hercules* Multi-Mile Category Avg Hercules* Multi-Mile Category Avg Multi-Mile* Hercules Category Avg Consumer Awareness (Do Customers Know Them?) Multi-Mile* Hercules* Category Avg Multi-Mile* Hercules Category Avg Other Brands Mentioned To be listed in the charts for this annual Brand Study, consumer tire brands must receive at least 20 mentions and medium truck tire brands must receive at least 12 mentions from independent tire dealers. Those brands named by tire dealers but receiving an insufficient number of mentions include: Advantis, Advanturo, Aeolis, American, Aurora, Blue Streak, Chow Yang, Cordovan, Delta, Dick Cepek, Doral, Eldorado, Falcon, Federal, Freestar, Fuzion, Geostar, Gillette, Gladiator, Goodride, GT, Jetzon, Kenda, Laramie, Lexington, Ling Long, Long March, Matador, Maxxis, Mickey Thompson, Miller, Nankang, National, Nitto, Nokian, Ohtsu, Power King, Primewell, Primex, Remington, Republic, Road Luck, Roadmaster, Road Pro, Runway, Sailun, Spectra, Steelmark, Summit, Sunny, Trailblazer, Trailmark, Triangle, Turnpike, Vogue, Vredestein, Wanli and Westlake. 48 SEPTEMBER 2008 tirereview.com
4 MEDIUM TRUCK TIRES ALL BRANDS Application Coverage Toyo Kumho Michelin Bridgestone* Cooper Goodyear Dynatrac BFGoodrich Hankook Sumitomo Firestone* Dunlop Hercules Yokohama Continental Kelly Double Coin General Category Avg Toyo Hankook Cooper Bridgestone Dunlop Goodyear BFGoodrich Firestone Sumitomo Yokohama Hercules* Continental Dynatrac Double Coin Kelly General Michelin Category Avg Benefit of Technical Support (Do They Help?) Cooper BFGoodrich Dunlop Toyo Firestone Bridgestone Goodyear Kelly Michelin Hercules Yokohama Hankook Continental Dynatrac General Double Coin Kumho Category Avg Product Quality Michelin* Bridgestone* Toyo Hankook BFGoodrich* Goodyear Yokohama Continental Firestone Kumho Cooper Dunlop Sumitomo General Hercules Dynatrac Double Coin Category Avg SEPTEMBER
5 Fill Rate Toyo Hankook Dunlop Dynatrac Hercules Firestone Sumitomo Bridgestone Kumho BFGoodrich Goodyear Yokohama Michelin Continental Double Coin General Category Avg Hankook Toyo* Kumho Double Coin Cooper Hercules Dynatrac Yokohama Kelly Dunlop BFGoodrich Continental Firestone General Bridgestone Michelin Goodyear Category Avg Toyo* Hankook Bridgestone BFGoodrich Cooper Dunlop Firestone Goodyear Michelin Sumitomo Yokohama Hercules Kelly Continental Dynatrac Double Coin General Category Avg Retreadability (Can Lifecycle be Extended?) Michelin* BFGoodrich Bridgestone Goodyear Toyo Yokohama Dunlop Firestone Kumho Continental Hankook Hercules Kelly General Double Coin Dynatrac Category Avg Toyo Bridgestone* Hankook Michelin Goodyear BFGoodrich Firestone Dunlop Yokohama Continental Sumitomo Hercules Dynatrac General Double Coin Category Avg SEPTEMBER 2007 tirereview.com
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