Key takeaways: 

  • Brand perception: Michelin and Goodyear lead on Quality
  • Different drivers, different priorities: 65% of gas drivers cite price vs. 46% of EV drivers as consideration factor when next in market to buy tires
  • Channel split: Discount Tire dominates gas buyers (29%), while Costco leads EV drivers (28%)

Tires aren’t the kind of purchase drivers daydream about, but when it comes time to buy, the choice says a lot about both habit and the future of driving. Unlike choosing a smartphone, tire purchasing happens in three distinct moments: when buying a vehicle (where the tire brand is often an afterthought), urgent replacements when tires wear out or get damaged, and seasonal changes for weather.

This unique purchasing pattern makes tire brand perception particularly intriguing. While consumers don't actively seek out Michelin or Goodyear like they do the latest iPhone, these brands still compete fiercely for mindshare. And as the automotive landscape shifts toward electric vehicles, a new dynamic is emerging in how different types of drivers perceive and choose tire brands.

Using YouGov BrandIndex and Profiles data, we examined how major tire brands stack up across key perception metrics among Americans, and whether gas engine owners and electric vehicle drivers differ in their preferences and purchasing behaviors.

Brand perception at a national level matters even in a reactive category, the reputational groundwork influences which names surface in that urgent replacement moment. The chart below shows where some of the major players like Michelin, Goodyear, Bridgestone, Firestone, Continental, and Cooper Tires sit among U.S. adults.

According to YouGov BrandIndex, Michelin and Goodyear lead on Quality, with net scores of 44 and 42. Bridgestone-owned Firestone (30) and Bridgestone itself (30) form the middle tier, while Goodyear-owned Cooper Tires (19) and Continental (13) score lower.

On Value, the picture tightens. Michelin (22) and Goodyear (22) are again on top, nearly doubling Firestone (14) and Bridgestone (15). Cooper Tires registers with a net score of 11, and Continental with 7.

When it comes to Consideration, Michelin (22%) and Goodyear (22%) once again score highest. Firestone (16%) and Bridgestone (15%) sit in the middle, while Cooper Tires (10%) and Continental (7%) score lowest.

Audience spotlight: Traditional vs. EV drivers

Using YouGov Profiles, we compared two core audiences: Traditional drivers (whose primary vehicle runs on gas) and EV drivers (whose primary vehicle is electric). This split highlights how established behaviors differ from the emerging expectations shaping the category’s future.

  • Price sensitivity is the biggest divide. Two-thirds of Traditional drivers (65%) cite overall price as a top factor, compared with less than half of EV drivers (46%).
  • Warranty matters to both, but more to gas owners. 44% of Traditional drivers name warranty as a factor, compared with 34% of EV drivers, a 10 percentage-point gap.
  • Fuel efficiency differs. EV drivers are much more likely to weigh it (29% vs. 21%), tying directly to their concern with maximizing range.
  • Durability is slightly higher for EVs. 27% of EV drivers cite it vs. 24% of Traditional drivers showing a tilt toward assurance factors.
  • Common ground exists. Both groups rate tread life almost equally (47% gas vs. 45% EV) and place similar weight on brand (32% each) and size (31% vs. 29%).
  • Secondary factors diverge subtly. Traditional drivers lean more on traction (15% vs. 11%) and reviews/ratings (23% vs. 19%).

Patterns of tire replacement further highlight the contrast between driver groups. A majority of Traditional drivers (55%) say they change their tires only when absolutely necessary, compared with 41% of EV drivers. Further, 17% of EV owners change tires roughly once every year, versus 10% of gas drivers, and 11% report changing twice or more per year compared with only 4% of Traditional drivers. This may be linked to heavier wear on EV tires and different maintenance patterns among EV owners, while gas drivers continue to adopt a more reactive, “replace when needed” approach.

Where American drivers plan to buy their next set of tires

Understanding replacement patterns sets up the next question: where do drivers expect to buy their next set of tires, a decision that ultimately shapes which brands they encounter and choose. When it comes to where drivers expect to shop for their next set of tires differences are observed. Traditional drivers lean most heavily on Discount Tire (29%) and Walmart (27%), followed closely by independent/local tire shops (25%). Their preferences show a strong orientation toward widely accessible retail options.

EV drivers, however, signal a slightly different pattern. While Discount Tire (26%) still ranks high, Costco takes the lead at 28%. EV owners are also more likely to consider Amazon (16% vs. 12% gas) and Pep Boys (19% vs. 9% gas), with EV owners reporting higher consideration for online channels and specialty service providers.

For brand-owned outlets, Goodyear sits evenly across both groups (19% gas vs. 20% EV), while Firestone draws more from Traditional drivers (17% vs. 14% EV). Independent automotive repair shops maintain a steady share across the board (20% vs. 18%).

Tire buying may be reactive, but the choices drivers make are shaped long before they step into a shop. Brand equity sets the baseline, purchase factors reveal priorities, and channel preferences influence final purchase. Traditional drivers remain cost-driven and loyal to mass retail, while EV drivers are reshaping the category with expectations around efficiency, durability, and new purchase channels. For tire brands, the challenge is clear: defend strength with gas owners while building new relevance for the EV future.

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Methodology:

YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between September 4, 2024 and September 5, 2025, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the US and weighted by age, gender, education, region, and race.

YouGov BrandIndex collects data on thousands of brands every day. This chart compares Bridgestone, Continental, Cooper Tires, Firestone, Goodyear and Michelin across Quality, Value and Consideration metrics. Quality and Value scores are reported as net scores from –100 to +100, and Consideration scores are reported as percentages. The scores are based on daily US surveys weighted using propensity scoring with ACS benchmarks (age, gender, race, education, region). Figures reflect the period September 3, 2024 – September 5, 2025 with sample size ranging from 24,500 to 24,700 per brand.

Photo by Robert Laursoo on Unsplash