AutoPacific Announces 2026 Tire Satisfaction Awards: Nexen, Nitto, and Pirelli Top the Charts

AutoPacific has announced the results of its 2026 Tire Satisfaction Awards, revealing that Nexen ranks first overall, Nitto is the most satisfying brand for all-season tires, and Pirelli leads in the performance tire category. The study, which evaluated tire brands based on a 5-point rating system and a combination of mean importance and satisfaction ratings for 20 different attributes, provides a comprehensive view of consumer satisfaction.

Among the nearly 3,000 all-season tire buyers surveyed, Nitto emerged as the top brand, achieving a total satisfaction score of 293, which is higher than its overall score of 275. Nitto tire owners were particularly satisfied with the handling and traction on dry surfaces, handling on uneven or loose terrain, mileage warranty, and tire noise. These attributes are deemed more important by all-season tire buyers, who place a higher emphasis on handling and traction, tire noise, price, and warranty compared to the overall sample of replacement tire buyers.

Pirelli, on the other hand, topped the charts among the approximately 1,600 high-performance (HP) and ultra-high-performance (UHP) tire buyers. Pirelli's performance tire buyers were highly satisfied with the cornering, safety rating/reputation, and handling and traction on both dry and slippery surfaces. This satisfaction is crucial as it directly correlates with future brand consideration. According to the study, 63% of Kelly Tire buyers stated they would be very likely or likely to purchase the brand again, compared to 80% of Nexen owners. Despite this, 50% of replacement tire buyers do not know the brand they want before visiting a tire retailer, indicating a significant opportunity for tire manufacturers to capture new buyers.

Understanding the importance of consumer research in the tire-buying process, AutoPacific's study highlights the influence of various activities on purchase decisions. Among these, a Google search for a tire that fits a specific vehicle was found to be the most influential, with 60% of those who conducted a search saying it was very influential in their decision. Other influential activities included requesting a price quote, checking pricing and promotions, doing a Google search about a particular brand, and visiting a tire seller's website.

Founded in 1986 and now in its 40th year, AutoPacific is a future-oriented automotive marketing research and product consulting firm. The company provides industry intelligence and sales forecasting, conducting extensive proprietary and syndicated research for auto manufacturers, distributors, marketers, and suppliers worldwide. Its Future Attribute Demand Study (FADS) is highly recognized and plays a crucial role in helping tire manufacturers, marketers, and retailers make informed planning decisions.