Nexen, Nitto and Pirelli Most Satisfying Replacement Tire Brands According to Data from Recent AutoPacific Study
Noted automotive market research and consulting firm, AutoPacific, today announced the most satisfying replacement tire brands according to results from its recently completed 2026 U.S. Replacement Tire Buyer Study. These latest results reveal a shift in brand performance from previous study years with Nexen taking the top spot, newcomer to the study Vredestein and Nitto tying for 2nd, and Kumho ranking 3rd. Looking at all-season tires specifically, Nitto is the most satisfying brand, and for performance tires, Pirelli is the most satisfying brand. AutoPacific surveyed U.S. replacement tire buyers annually from 2011 to 2019 about their purchase process, ownership experience, brand awareness, media consumption and more, and reintroduced the study in 2024, currently conducting it every two years. The 2026 study yielded more than 6,500 vehicle owners who replaced their tires within the last two years with one of 26 brands.
Using a 5-point rating system and a combination of mean importance and satisfaction ratings for 20 different attributes that range from handling and traction to fuel efficiency and price, the study identifies the most satisfying tire brands. “Using AutoPacific’s importance-weighted methodology, these scores communicate how well each tire brand meets the needs and expectations of tire buyers by receiving high satisfaction scores in the areas that mean the most to them,” explains AutoPacific director of marketing and consumer insights Deborah Grieb.
What Is Important to Replacement Tire Buyers When They’re Buying New Tires?
As it was in 2024, tire price and dependable/reliable are the top 2 most important attributes to replacement tire buyers, who spent a median price of $210 per tire in 2026, up from $200 in 2024, followed by handling and traction on slippery surfaces, safety rating/reputation, handling and traction on dry surfaces and mileage warranty. The top scoring brands performed competitively in owner satisfaction with the top-rated importance attributes, but owner satisfaction with use of natural/recycled materials, fuel efficiency, and modern tire technology greatly contributed to their overall success.
Nitto is the Top Brand Among All Season Tire Buyers; Pirelli is the Top Brand Among High-Performance (HP) and Ultra High-Performance (UHP) Tire Buyers
Among the sample of nearly 3,000 all-season tire buyers, Nitto achieves a total satisfaction score of 293, higher than its overall score of 275. Nitto all-season tire owners were highly satisfied in the areas of handling and traction on dry surfaces, handling on uneven/loose terrain, mileage warranty, and tire noise. Compared to the total sample of replacement tire buyers, all-season tire buyers are more likely to place higher importance on several attributes, including handling and traction, tire noise, price and warranty.
Among the sample of approximately 1,600 HP and UHP tire buyers, Pirelli ranks at the top, followed by Kumho and Michelin. Pirelli performance tire buyers were highly satisfied with their tires in the areas of cornering, safety rating/reputation, and handling and traction on dry surfaces and slippery surfaces.
“Understanding that consumer attitudes about tires shift based on the type of vehicle they’re buying for, the type of tire they’re buying and how they plan to use their vehicle, this study captures those differences enabling tire manufacturers, marketers and retailers to make logical planning decisions,” says Grieb.
How Can Tire Brands Conquest New Buyers for Growth?
Tire satisfaction directly correlates to future brand consideration, with 63% of Kelly Tire buyers saying they would be very likely or likely to purchase the brand again, compared to 80% of Nexen owners. Yet despite their willingness to repurchase, AutoPacific data reveal that 50% of replacement tire buyers don’t know the brand they want before they go to the tire retailer. “Consumers are doing their research, from Google searches to social media posts, and often very open to a different brand when the time comes to replace their tires,” says Grieb.
AutoPacific’s study not only captures the types of research consumers are doing during the shopping process, but the influence of that activity on their final purchase decision. Data reveal that among those who conducted each type of research, Google search findings were the most influential, with 60% of those who did a Google search for tire that fit their vehicle saying it was very influential in their purchase decision. Other influential activities include requesting a price quote, checking pricing and promotions, doing a Google search about a particular brand, and visiting a tire seller’s website.
About AutoPacific
AutoPacific is a future-oriented automotive marketing research and product consulting firm providing clients with industry intelligence and sales forecasting. The firm, founded in 1986 and now it its 40th year, also conducts extensive proprietary and syndicated research and consulting for auto manufacturers, distributors, marketers, and suppliers worldwide, including its highly recognized Future Attribute Demand Study (FADS). The company is headquartered in Long Beach, California with affiliate offices in Michigan, Wisconsin, and the Carolinas. Additional information can be found at http://www.autopacific.com.