How OE Tire Fitments Influence Replacement Tire Sales

An original equipment (OE) tire fitment can influence a customer’s next tire purchase years after a vehicle leaves the factory. Aaron Neumann, head of the Nexen Tire America Technical Center, estimates that around 30% of drivers request the same tire or brand when shopping for replacements. Among luxury vehicle owners, he says more than half choose the same brand.

For tire dealers, that familiarity creates an opportunity to turn OE tire fitments into replacement sales. But making the right recommendation requires understanding why automakers select particular tires, which customers want to preserve their vehicle’s original performance and when another tire might better meet their needs.

Neumann explains how OE partnerships influence consumer purchasing decisions and what dealers should consider when recommending replacement tires.

How Tire Manufacturers Earn OE Fitments

An OE tire can begin taking shape two to three years before its intended vehicle even reaches the market. Tiremakers earn an OE fitment on a vehicle through a multi-year, collaborative engineering and testing process with the auto manufacturer long before the vehicle goes into production.

“There is a high bar to earning OE fitment,” says Aaron Neumann, head of Nexen Tire America Technical Center. “Technically, a tire manufacturer has to prove they have a highly controlled production process with robust quality systems that pass very stringent audits. They also must have the technical capability to meet performance targets at the leading edge of tire technology, which is generally only within reach for Tier 1 and 2 manufacturers. Commercially, they need to show a top-level financial rating and logistically, need to show a 100% on-time global supply chain.”

Neumann says many Hyundai, Kia, Ram and Jeep vehicles in the United States feature Nexen tires.

“Two fitments we’re particularly excited about right now are the Jeep Wrangler and the new Jeep Recon,” he says. “We are also very proud of our Porsche Panamera and Cayenne fitments. Those programs are good examples of the range of capabilities required in OE development. The performance targets for a Porsche are different from those of a Jeep, but in both cases the tire has to be engineered as part of the vehicle rather than treated as an off-the-shelf component.”

For a tire manufacturer, the rigorous process is worth it for both the added business and increased brand awareness.

Benefits for Tiremakers and Dealers

While Nexen does see an increase in replacement sales for sizes with OE fitments, quantifying brand awareness is a little more difficult, according to Neumann.

“There are so many new brands in the market, and customers only need to think about tires once every few years, but OE creates familiarity over the entire ownership period,” he says. “Someone may see Nexen on their own vehicle, on a neighbor’s SUV or a spare OE Nexen Roadian HTX2 on the back of a Jeep Wrangler during their morning commute every day. They may not consciously think about it at the time, but that exposure helps make the brand familiar. That recognition matters when it becomes time to replace tires.”

That tendency to stick with an OE tire varies by vehicle segment and by what customers expect from their replacement tires.

“Understandably, luxury or performance owners are more sensitive to maintaining the way the vehicle was engineered to drive, so they place more value on staying with the OE brand or specification,” he says. “At the other end of the market, a value-oriented consumer may be more willing to compare brands based on price, mileage or another practical need.”

How OE Tire Fitments Influence Replacement Sales

When recommending replacement tires, ask customers what performance characteristics they want from their vehicles. Ask whether customers liked their OE tires and what driving conditions they regularly face. Then determine whether the OE fitment or another product is the best choice.

For luxury and performance vehicle owners, Neumann suggests considering which characteristics the driver wants to preserve, including steering response, ride quality, noise levels, braking and handling.

“Enthusiasts can be similar, although they may also be more willing to move away from the exact OE tire if they are deliberately trying to change a particular performance characteristic,” he adds. “That’s where understanding the customer’s priorities becomes important.

“Generally, OE specification carries more weight as vehicles become more specialized and customers become more sensitive to how the vehicle performs. That can include luxury cars, sports cars, performance SUVs and increasingly EVs, where factors such as rolling resistance, noise, vehicle weight and range can all make tire selection more noticeable.”

However, Neumann explains that in these instances, OE is not automatically the best replacement choice simply because of the vehicle type or price point. “The better question is whether the customer wants to preserve the original balance of performance or change it,” he notes.

When Should Dealers Recommend OE Tires?

From a customer’s point of view, it depends less on the vehicle and more on what they need from their tires.

“If they are happy with the OE tire’s performance, then replace them like for like,” Neumann says. “If they live in snow country, then they should upgrade to a tire marked with a three-peak mountain snowflake symbol. Now, if they do a lot of miles and would like better treadwear, then look for tires with longer treadwear warranties. If they have a truck and want to upgrade the appearance, look for a more aggressive A/T or R/T tire.”

He explains that when the switch is made from OE tires to a different product, there will be a trade-off, “perhaps 2 mpg of fuel economy or a little bit more tire noise,” but that many people think these trade-offs are worth making. 

“I’m an advocate for teaching consumers about tire performance and trade-offs so they can make educated decisions when buying tires,” Neumann says.