Nexen ranked first for overall owner satisfaction in AutoPacific’s 2026 U.S. Replacement Tire Buyer Study, scoring 276. Vredestein, included in the study for the first time, tied with Nitto for second place at 275, and Kumho was third at 273, according to the research firm’s 2026 Tire Satisfaction Awards.
The study drew responses from more than 6,500 U.S. vehicle owners who had replaced their tires with one of 26 brands in the past two years. Owners rated 20 attributes, from handling and traction to fuel efficiency and price, on a five-point scale, and AutoPacific combined mean importance and satisfaction ratings to produce each brand’s score.
“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,” said Deborah Grieb, AutoPacific’s director of marketing and consumer insights.
AutoPacific surveyed replacement tire buyers every year from 2011 to 2019, brought the study back in 2024 and now runs it every two years.
All-season and performance results
Among nearly 3,000 all-season tire buyers, Nitto led with a score of 293, above its overall score of 275. AutoPacific said Nitto all-season owners were highly satisfied with dry handling and traction, handling on uneven or loose terrain, mileage warranty and tire noise. Compared with the full sample, all-season buyers were more likely to place high importance on handling and traction, tire noise, price and warranty.
Among about 1,600 buyers of high-performance and ultra-high-performance tires, Pirelli ranked first, followed by Kumho and Michelin. The firm said Pirelli owners were highly satisfied with cornering, safety rating and reputation, and handling and traction on both dry 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,” Grieb said.
Brand loyalty and online research
The study links satisfaction to repurchase intent: 80% of Nexen owners said they were very likely or likely to buy the brand again, compared with 63% of Kelly Tire buyers. Even so, 50% of replacement tire buyers said they did not know which brand they wanted before visiting a 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,” Grieb said.
AutoPacific also measured how much each type of research influenced the final purchase. Among buyers who did a Google search for tires that fit their vehicle, 60% said it was very influential in their decision, the highest of any activity. Requesting a price quote, checking pricing and promotions, searching Google for a particular brand and visiting a tire seller’s website were also rated influential.
Source: AutoPacific press release
