Tire Brand Study. Consumer Tires Which Consumer Tire Brand Was Best Overall? Sponsored By: Adjustment Policy How Helpful Is It? Brand

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1 TR SOURCEBOOK 2015 Tire Brand Study Sponsored By: The TIRE REVIEW Tire Brand Study a compendium of how tire dealers feel the brands they regularly stock and sell perform in the market continues this year. And now our data is presented over a three-year period so that you can get a better sense how your fellow tire dealers view the various consumer and medium truck tire brands. In looking at the tighter spread of scores in the 22nd Tire Brand Study, we see that by and large tire producers and marketers appear to be better at meeting dealer expectations, and that those brands with more customer-friendly pricing are receiving more favorable grades. On the Consumer Tire side, dealers continue to value product quality, a favorable adjustment policy, strong brand awareness, high fill rates and the ability to make a decent profit selling those tires. On the Medium Truck Tire side, product quality and retreadability continue to top the list. But more and more dealers are taking an increasingly dim view of the fuel efficiency performance of familiar brands. TIRE REVIEW s Tire Brand Study is not a scientific research project; it measures dealer opinions and perceptions about the brands they regularly offer. In gathering data, dealers could not comment on brands they did not carry, and consumers and end-users were not polled. No tires were physically tested. TIRE REVIEW collected and analyzed dealer responses from nearly 1,000 completed telephone surveys of retail and commercial tire dealers, and measures were taken to assure a fair sampling of dealers geographically and to limit the impact of large regional or national dealerships. To be listed in these published results, a consumer tire brand had to receive at least 40 specific mentions and truck tire brands required at least 20 specific mentions. Dealers were asked to rate each brand of tires they carried on a 1 to 10 scale 10 being highest on a series of criteria. An aggregate overall score for each brand was calculated, averaging the results from each category. TIRE REVIEW s Brand Study results are available by contacting Kent Camino, research manager, at ext. 252, or by ing kcamino@babcox.com. TR Consumer Tires Which Consumer Tire Brand Was Best Overall? Michelin Continental Cooper Toyo Bridgestone Firestone Goodyear Yokohama BFGoodrich Hankook Uniroyal Dunlop General Mastercraft Pirelli Sumitomo Hercules Nexen Falken Kumho Kelly Category Average Adjustment Policy How Helpful Is It? Dunlop Kelly Toyo Hercules Uniroyal Continental Cooper Mastercraft Nexen BFGoodrich Goodyear Pirelli Firestone General Michelin Falken Sumitomo Yokohama Bridgestone Hankook Kumho Category Average TIREREVIEW.COM AUGUST 2015

2 Advanced Technology Are They Innovative? Michelin Continental Toyo Bridgestone BFGoodrich Cooper Firestone Hankook Goodyear General Yokohama Pirelli Kelly Uniroyal Dunlop Mastercraft Nexen Hercules Kumho Sumitomo Falken Category Average Brand Profitability Can We Make Money? Mastercraft Toyo Cooper Continental Yokohama Sumitomo Firestone General Hercules Pirelli Uniroyal Falken Kelly Nexen Hankook Kumho Dunlop BFGoodrich Bridgestone Goodyear Michelin Category Average Consumer Awareness How Well Known Are They? Michelin Goodyear Bridgestone Firestone BFGoodrich Cooper Continental Uniroyal Dunlop Toyo Pirelli General Hankook Yokohama Kelly Mastercraft Kumho Sumitomo Falken Hercules Nexen Category Average Fill Rate Do I Get My Full Order? Cooper Sumitomo Hankook Hercules Nexen Continental Falken General Goodyear Mastercraft Pirelli Yokohama Kumho Dunlop Firestone Kelly BFGoodrich Michelin Toyo Uniroyal Bridgestone Category Average ENSANITY TIRE BRAND STUDY 45

3 Fuel Efficiency Are Their Tires Fuel Guzzlers or Sippers? Michelin Bridgestone Goodyear BFGoodrich Continental Yokohama Firestone Toyo Uniroyal Cooper Mastercraft Hankook Sumitomo Dunlop Pirelli Falken Kelly Nexen General Kumho Hercules Category Average Merchandising Support Do They Support Their Brand? Continental Michelin General Bridgestone Cooper Firestone Goodyear Hankook Yokohama BFGoodrich Dunlop Toyo Kelly Uniroyal Hercules Mastercraft Pirelli Nexen Sumitomo Falken Kumho Category Average Line Coverage Do They Make It? Bridgestone Continental Cooper Firestone Goodyear Hankook Michelin Toyo BFGoodrich General Mastercraft Yokohama Uniroyal Pirelli Nexen Dunlop Kumho Falken Hercules Kelly Sumitomo Category Average TIREREVIEW.COM AUGUST 2015 Product Quality How Good Is It? Michelin Toyo Yokohama Continental Cooper Hankook Bridgestone Firestone BFGoodrich Goodyear Uniroyal Dunlop Mastercraft Pirelli General Kelly Sumitomo Kumho Nexen Falken Hercules Category Average TIRE BRAND STUDY

4 TR SOURCEBOOK 2015 Medium Truck Tires Which Truck Tire Brand Was Best Overall? Cooper/Roadmaster Goodyear Toyo Dunlop Continental Hankook Bridgestone Michelin BFGoodrich Sumitomo Firestone Hercules Kumho Yokohama General Double Coin Category Average Adjustment Policy How Helpful Is It? Cooper/Roadmaster Toyo Goodyear Dunlop Hankook Continental Firestone Sumitomo Yokohama Hercules Michelin Kumho BFGoodrich Bridgestone General Double Coin Category Average Brand Profitability Can We Make Money? Cooper/Roadmaster Hankook Toyo Kumho BFGoodrich Double Coin Firestone Sumitomo Dunlop Hercules Bridgestone Goodyear Continental Michelin General Yokohama Category Average Advanced Technology Are They Innovative? Goodyear Michelin Continental Cooper/Roadmaster BFGoodrich Toyo Hankook Bridgestone Hercules Dunlop Sumitomo Firestone Kumho General Yokohama Double Coin Category Average TIREREVIEW.COM AUGUST 2015

5 Application Coverage Do They Make It? Dunlop Goodyear Kumho Toyo Bridgestone Cooper/Roadmaster BFGoodrich Continental Michelin Yokohama Firestone General Hankook Double Coin Sumitomo Hercules Category Average Fuel Efficiency Can Fleets Save Money? Sumitomo Toyo Goodyear Dunlop Michelin Continental Cooper/Roadmaster Hercules Bridgestone Firestone General Hankook BFGoodrich Yokohama Kumho Double Coin Category Average Fill Rate Do I Get My Full Order? Cooper/Roadmaster Goodyear Hankook Hercules Double Coin Toyo Yokohama Dunlop Firestone Continental Sumitomo Bridgestone Kumho General Michelin BFGoodrich Category Average Product Quality How Good Is It? Bridgestone Continental Hankook Michelin Cooper/Roadmaster Goodyear BFGoodrich Dunlop Firestone Toyo Sumitomo Yokohama Hercules Kumho General Double Coin Category Average TIRE BRAND STUDY 49

6 TR SOURCEBOOK 2015 Retreadability Can Tire Lifecycle be Extended? Bridgestone Dunlop Continental Yokohama BFGoodrich Sumitomo Hankook Toyo Michelin Firestone Cooper/Roadmaster Goodyear Kumho Double Coin General Hercules Category Average Technical Support Do They Help Customer? Goodyear Dunlop BFGoodrich Bridgestone Toyo Michelin Cooper/Roadmaster Continental Hankook Firestone Hercules Kumho Sumitomo General Yokohama Double Coin Category Average TIREREVIEW.COM AUGUST 2015 TIRE BRAND STUDY