Losing Grip? Hankook Tire Satisfaction Trails Industry Average

The Performance Gap: Why Hankook Tire is Losing Traction in Customer Satisfaction

The results are in, and it’s a bumpy ride for one of Korea’s biggest automotive exports. According to the J.D. Power 2026 U.S. Original Equipment Tire Customer Satisfaction Study, Hankook Tire Satisfaction has hit a significant roadblock, trailing below the industry average in every major vehicle segment—from commuter sedans to heavy-duty trucks.

While tire technology is advancing at breakneck speed, the feedback from thousands of car owners suggests that Hankook is struggling to deliver the quiet ride and durability that modern drivers demand.

The Segment Breakdown: A Struggle for the Top Spot

The study, which surveyed over 38,000 vehicle owners, showed a clear hierarchy in the tire world. In the Passenger Car segment, Michelin took the crown with 816 points, while Hankook trailed at 783 points, falling short of the 788-point industry average.

The most dramatic gap appeared in the Luxury sector. Against an average of 806, Hankook’s score of 756 was a staggering 50 points behind the curve. In a segment where silence and “cloud-like” ride quality are mandatory, Hankook ranked at the very bottom of major brands.

The “EV Chill” is Thawing

While Hankook struggled, the industry as a whole saw a fascinating trend: the satisfaction gap between gas-powered (ICE) vehicles and electric vehicles (EVs) is vanishing.

• The Convergence: The gap between EV, ICE, and PHEV satisfaction narrowed to just 14 points this year, down from a massive 47-point difference in 2025.

• The Improver: Plug-in Hybrids (PHEVs) saw the biggest jump, with satisfaction rising 29 points year-over-year.

Loyalty vs. Utility: The New Consumer Mindset

JD Power highlights a shift in how we buy tires. While overall brand loyalty rose slightly to 54%, that number drops to 42% once it’s actually time to replace two or more tires.

The reason? Drivers are becoming more practical. Instead of sticking to the original equipment (OE) brand, consumers are prioritizing tire wear and real-world durability over name recognition. For Hankook, this means the pressure is on: if the first set of tires doesn’t last, drivers have no qualms about switching to a competitor for their next set.

The Bottom Line

The 2026 data shows that the “prestige” of being a factory-installed tire only goes so far. As consumers prioritize longevity and quiet performance, brands that fail to meet the average—like Hankook and Nexen (764) in this year’s study—face an uphill battle to win back customer trust.

BY HOONSIK WOO [woo.hoonsik@koreadaily.com]