Magazine for the professional tire industry
Issue link: https://mtd.epubxp.com/i/449261
MTD January 2015 Consumer tire tiers by brands (in random order) Tier 1 (major tire companies' premium brands): Michelin, Bridgestone, Goodyear. Tier 2 (upper- and middle-market brands): Continental, Pirelli, Hankook, Yokohama, Toyo, Falken, Kumho, Dunlop, Cooper, Firestone, BFGoodrich, General. Tier 3 (value brands; all private brands): Nexen, Hercules, Multi-Mile, GT Radial, Mastercraf, Sumitomo, Big O, Cordovan, Delta, Fierce, Fuzion, Kelly, Nito, Sigma, Landsail, Delinte, Kenda, Vredestein, Nokian, Sailun, Eldorado, Uniroyal. Tier 4 (low-cost brands): Aturo, Linglong, Goodride, Dy- natrac, Warrior, Duraturn, Aeolus, Zenna, Starfre, Primewell, Federal. Te International Trade Commission, in determining the need for tarifs in 2009, categorized tires into three tiers. Its Tier 1 defnition was the same as ours. Tier 2 included Firestone, Dunlop, BFGoodrich, Continental, Yokohama and Toyo. Tier 3 included GT Radial, Runway, Primewell, Douglas and Riken. It doesn't seem to mater where the tire is produced. Consum- ers rely on the tire dealer under our industry's well-established "70-30 Rule," which states 70% of consumers have no tire brand preference. Tey rely on the dealers' recommendations for the brands they buy. Of the 30% who have a brand preference, 50% of them buy alternate brands based on the recommendations of their tire dealers. In other words, the dealer greatly infuences the tire purchase 85% of the time. OE market and market share Light vehicle production in the U.S. was up nearly 5% in 2014. It totaled 11.9 million units, with crossover vehicles Facts section: Brand share Chart 9 2014 ORIGINAL EQUIPMENT BRAND SHARES (U.S./Canadian light vehicles, excluding imports) CHRYSLER/FIAT Goodyear 50% Michelin 15% Firestone 7% BFGoodrich 5% Continental 5% Bridgestone 4% Kumho 4% Pirelli 3% Yokohama 3% General 2% Nexen 2% FORD Michelin 23% Continental 19% Goodyear 18% BFGoodrich 10% Pirelli 10% General 8% Hankook 8% Bridgestone 2% Cooper 1% Toyo 1% GENERAL MOTORS Goodyear 37% Michelin 20% Bridgestone 18% Firestone 13% Continental 6% Hankook 4% General 2% BMW Pirelli 30% Bridgestone 24% Continental 22% Dunlop 20% Michelin 4% HONDA Michelin 42% Goodyear 32% Bridgestone 15% Continental 4% Firestone 3% Hankook 3% Yokohama 1% HYUNDAI / KIA Kumho 38% Hankook 36% Nexen 18% Continental 8% MERCEDES-BENZ Continental 29% Pirelli 26% Dunlop 19% Bridgestone 11% Michelin 10% Goodyear 5% MITSUBISHI Nexen 50% Toyo 50% NISSAN Continental 38% Michelin 30% Goodyear 12% BFGoodrich 8% Toyo 6% Bridgestone 3% Dunlop 2% General 1% SUBARU Bridgestone 68% Continental 30% Goodyear 2% TESLA Michelin 50% Goodyear 50% TOYOTA Bridgestone 33% Michelin 24% Goodyear 12% BFGoodrich 8% Dunlop 8% Firestone 5% General 3% Toyo 3% Continental 2% Yokohama 2% VOLKSWAGEN Continental 52% Hankook 32% Bridgestone 16% 38