While roadside mechanics remain the most frequently visited location for servicing tyres in India, original equipment tyre owners are increasingly having their tyres serviced at authorized retail outlets such as independent dealers or purchase dealers, according to a J.D. Power Asia Pacific study.
More than one-half (53 per cent) of original equipment tyre owners in India who experience a tyre-related problem have the repairs done by a roadside mechanic. However, 38 per cent of owners take their vehicle to a retail outlet for repairs compared with seven per cent in 2011.
“The shift in preference for organized retail outlets reflects customer demands for better service, facilities and processes,” said Mohit Arora, Executive Director, J.D. Power Asia Pacific, Singapore. “Therefore, it might be prudent on the part of tire manufacturers to fine-tune their retail strategy to ensure a superior customer experience at these outlets.”
The study, now in its 12th year, measures satisfaction among original equipment tyre owners during the first 12 to 24 months of ownership. The study measures overall satisfaction across four factors listed in order of importance – appearance, durability, traction/handling and ride.
Satisfaction with original equipment tyres averages 827 points (on a 1,000-point scale), a five-point improvement from 2011. At the factor level, appearance satisfaction is highest (829), while durability satisfaction (825) improves nine points year over year.
MRF ranks highest in satisfaction with original equipment tyres for a third consecutive year, achieving a score of 841. MRF improves eight points from 2011 and performs well across all factors. JK Tyre ranks second with a score of 831, while Apollo ranks third with 827.
The study also finds that the occurrence of problems with original tyres negatively impacts overall satisfaction. “One of the key drivers of satisfaction with MRF tyres is that owners report fewer problems, compared with the industry average,” said Arora. “This has been one of the cornerstones of MRF’s successful performance during the past three years.”
Further, the 2012 study finds an increase in the importance of such features as run-flat tyres and self-sealing tyres, compared with the 2011 study. Innovative technological advancements in tyres may help mitigate dissatisfaction due to the commonly cited problems such as damage due to punctures.