Winter Tire Loyalty Across North America: Insights from NPS and Brand Leaders
A recent, wide-ranging examination of consumer loyalty reveals how likely shoppers are to recommend winter tires, measured through the Net Promoter Score. The analysis spotlights which brands earn trust and advocacy in Canada and the United States. Yokohama stands out with a notable NPS of 74.6 percent, signaling high customer satisfaction and strong word-of-mouth support. Continental and Michelin are tied for second, each with 73.3 percent, reflecting dependable performance in reliability and perceived value.
Other strong performers include Goodyear at 71.2 percent and Bridgestone at 70.4 percent, both crossing the important 70 percent threshold that often correlates with repeat purchases and favorable reviews. Nokian winter tires register a positive sentiment at 68.8 percent, indicating strong appeal among buyers who prioritize winter traction and safety. Additional brands show solid results in the 50s to 60s range, such as Pirelli at 58.6 percent, Hankook at 57.4 percent, Nordman at 51.8 percent, and Cordiant at 50.2 percent. These figures signal meaningful loyalty with room to grow in advocacy relative to the top-tier brands.
Demand for a broad assortment of about 7,000 tire sizes
Against a backdrop of broad consumer appetite, providing a comprehensive range of tire sizes remains essential. Retailers who cover the most popular dimensions can better serve the needs of the majority of vehicles on the road, supporting steady aftermarket sales and higher customer satisfaction. A robust assortment helps reduce wait times for replacements and increases the likelihood of positive recommendations from satisfied buyers.
Meanwhile, public safety and community support initiatives have become a central focus for several organizations. Collaborative efforts aim to raise funds to equip emergency fleets with reliable winter tires. These efforts target vehicles used by law enforcement, emergency medical services, and humanitarian aid teams, ensuring stable performance in severe winter conditions and during time-critical operations. Contributions to these campaigns help sustain mobility for essential services and minimize downtime in urgent response scenarios. Communities can support these efforts through organized campaigns, with funds directed toward tire purchases for relevant public safety and support vehicles.
Note: The discussion emphasizes current market sentiment and ongoing public interest in dependable winter tires and community support programs rather than a single source.