AutoPacific names Nexen, Nitto and Pirelli top tire brands in 2026 study

AutoPacific’s 2026 U.S. Replacement Tire Buyer Study found Nexen as the most satisfying replacement tire brand overall, while Nitto led all-season tires and Pirelli topped performance tires. The results matter because tire satisfaction closely tracks future repurchase intent and brand consideration.

Why it matters: - Tire satisfaction is tied to future brand loyalty and repeat purchases, which makes the rankings useful for manufacturers, marketers and retailers. - AutoPacific found that 80% of Nexen owners said they would be very likely or likely to buy the brand again, compared with 63% of Kelly Tire buyers. - Half of replacement tire buyers do not know which brand they want before visiting a tire retailer, leaving room for brand switching at the point of sale.

What happened: - AutoPacific released results from its 2026 U.S. Replacement Tire Buyer Study and named Nexen the most satisfying replacement tire brand overall. - Nitto tied for second overall with newcomer Vredestein, and Kumho ranked third. - Nitto was the most satisfying brand among all-season tire buyers. - Pirelli was the most satisfying brand among performance tire buyers, including high-performance and ultra-high-performance segments. - The study surveyed more than 6,500 U.S. vehicle owners who had replaced their tires within the past two years and covered 26 brands. - AutoPacific said it reintroduced the study in 2024 and now conducts it every two years after running annual surveys from 2011 to 2019.

The details: - AutoPacific used a 5-point rating system and importance-weighted satisfaction scores across 20 attributes, including handling, traction, fuel efficiency and price. - Deborah Grieb, AutoPacific director of marketing and consumer insights, said the methodology shows how well each tire brand meets the needs and expectations of buyers. - Among nearly 3,000 all-season tire buyers, Nitto scored 293 for total satisfaction, above its overall score of 275. - Nitto all-season buyers reported high satisfaction with dry-surface handling and traction, handling on uneven or loose terrain, mileage warranty and tire noise. - All-season buyers placed more importance than the total sample on handling and traction, tire noise, price and warranty. - Among about 1,600 high-performance and ultra-high-performance tire buyers, Pirelli ranked first, followed by Kumho and Michelin. - Pirelli buyers were most satisfied with cornering, safety rating and reputation, and handling and traction on dry and slippery surfaces.

Between the lines: - The ranking changes from prior study years suggest a shift in brand performance rather than a fixed loyalty pattern. - Grieb said tire attitudes vary by vehicle type, tire type and intended use, which is why segment-specific results can look different from the overall ranking. - AutoPacific also found that research behavior during shopping shapes the final purchase decision. - Google search was the most influential research step among people who used it, with 60% saying a search for a tire that fit their vehicle was very influential. - Other influential actions included requesting a price quote, checking pricing and promotions, searching for a specific brand on Google and visiting a tire seller’s website.

What's next: - AutoPacific will continue the Replacement Tire Buyer Study on a biennial schedule. - Tire brands can use the findings to target shoppers earlier in the decision process and influence buyers before they reach the retailer. - The study suggests digital research and retail-site visibility will remain important in winning undecided buyers.

The bottom line: - Nexen leads the overall satisfaction race, while Nitto and Pirelli dominate key tire segments where buyers care most about fit, performance and confidence.