This Luxury Tire Brand Gets JD Power's Lowest Customer Satisfaction Score In 2026

Why It Matters

Hankook’s poor ranking could prompt OEMs to reconsider tire suppliers for premium models, while the loyalty shift underscores the importance of durability in retaining customers across the automotive aftermarket.

Key Takeaways

• Hankook scored 756, lowest among luxury tire brands in 2026.
• Michelin leads luxury segment with 833 points, edging out Goodyear.
• Overall luxury segment average 806 points; most brands fell below.
• Loyalty rose to 54%, falls to 42% after two replacements.
• JD Power surveyed 38,244 new‑car owners from 2023‑2025 models.

Pulse Analysis

J.D. Power’s annual tire satisfaction survey remains a benchmark for OEMs and suppliers, offering a granular view of how new‑car owners perceive the tires that come standard on their vehicles. The 2026 study collected responses from over 38,000 owners of 2023‑2025 models, evaluating luxury, passenger, performance, and truck/utility categories. By measuring factors such as ride quality, handling, and tire wear, the survey provides a comprehensive score that influences procurement decisions and brand positioning in a highly competitive market.

Hankook’s 756‑point rating placed it at the bottom of the luxury segment, a stark contrast to Michelin’s 833 points and Goodyear’s 829. This gap signals potential quality or perception issues that could affect Hankook’s relationships with premium vehicle manufacturers. As OEMs increasingly prioritize customer experience, a low score may lead them to source alternative suppliers for high‑end models, potentially reshaping market share dynamics. Competitors like Pirelli and Continental, while still below the segment average, maintain stronger positions that could attract OEM contracts.

Beyond individual brand performance, the study revealed broader industry trends. Overall loyalty rose to 54%, yet owners who replace two or more tires see loyalty dip to 42%, highlighting tire wear as a critical pain point. Moreover, satisfaction differences across powertrains—ICE, hybrids, and EVs—were the smallest in recent years, suggesting manufacturers are delivering more consistent tire experiences regardless of vehicle type. For stakeholders, these insights underscore the need for continuous product innovation and robust warranty programs to sustain brand loyalty in an evolving automotive landscape.