| 02-04-2008
A survey of the Chinese tyre market by Automobile Observer magazine this year shows that only 18.5 per cent of vehicle buyers pay attention to tyres. But 88.6 per cent of these consumers emphasized the importance of tyre brands when they replace their old treads. The figures seem to suggest brands don't hold much significance outside of the replacement market, which is why the big international players are all shifting their focus from the saturated OEM market to the replacement sector. "Service is the key to winning in the replacement sector," says Tom Dattilo, chairman, president and chief executive officer of US-based Cooper Tire & Rubber Co, the fourth largest tyre manufacturer in North America and the eighth largest worldwide.
Cooper Tire is a strong player in the global replacement market. Company sources reveal it won first place in a consumer satisfaction survey in the United States by J D Power last year. "We also believe that tyre servicing has become one of the keys to success in the retail tyre market," says Zeng Xinsheng, board chairman and chief president of Goodyear China. Michelin has already grabbed more than 20 per cent of the Chinese tyre replacement market. Late last month in Beijing, it announced the launch of its new "Sui Ni Xing" (drive without worry) service plan, following two years of preparation. Emmanuel Ladent, sales and marketing director of Michelin Shenyang Tire Company Ltd, says Sui Ni Xing, which includes free 24-hour roadside assistance, free puncture repair, a quality warranty, a care package and exclusive VIP services, is "the most comprehensive tyre service programme on the market." Within a day, a spokesperson from Goodyear called China medias to unveil a similar strategy, the Auto Nurserymaid Plan, which was launched in six cities in China.
Editor: Frederick Wei from Chinabuses.com
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