This article explores the pricing and product positioning of comfort segment tyres in Malaysia, using the most popular tyre size – 175/65R14 – as a reference. As the standard fitment for the Perodua Myvi, Malaysia’s best-selling car, this tyre size serves as a key benchmark to compare value across leading brands in the market.
Pricing taken on July 2024
From a pricing perspective, the Michelin ENERGY XM2+ sits at the top as the most expensive tyre in the comfort segment. Below it, the Continental ComfortContact 7 hovers around 70-80% of Michelin’s price, offering a premium product at a slightly lower cost. In the mid-level range, Goodyear Assurance Duraplus 2, Bridgestone EP150, and Hankook Kinergy Eco 2 are priced at 60-65% of Michelin’s price, providing solid performance with a focus on affordability. This tiered pricing structure highlights the varying levels of brand perception and product positioning within the segment.
| Brand | Model | % of Michelin Price |
| Michelin | ENERGY XM2+ | 100% |
| Continental | ComfortContact 7 (CC7) | 73% |
| Bridgestone | EP150 | 65% |
| Goodyear | Assurance Duraplus 2 | 62% |
| Hankook | Kinergy Eco 2 (K435) | 62% |
| Massimo (China) | Ottima Plus | 45% |
Product positioning of Malaysia comfort segment.
The cheapest tyres in the comfort segment are unsurprisingly the China-made Massimo Ottima Plus, priced at just 45% of Michelin’s cost. From a pricing standpoint, one Michelin ENERGY XM2+ is equivalent to buying two Massimo tyres. However, when it comes to performance, there is no comparison – Michelin’s tyres far outperform budget Chinese options in terms of durability, safety, and overall driving experience.
Price vs Perceived brand quality
Michelin’s high prices reflect its trusted reputation for quality and performance. Mid-priced brands like Continental, Bridgestone, and Goodyear offer a balance between cost and reliability, appealing to drivers seeking solid performance without the premium price tag. Meanwhile, Chinese tyres sell at the lowest prices to attract budget-conscious buyers, often aware that their performance lags behind both mid-range and premium brands.
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This article was provided by Dr. Edwin Pang of Top Tire Review.
Dr. Edwin Pang Jian Xiang holds a PhD in Mechanical Engineering and has nearly 10 years of experience in the tyre industry, including a five-year tenure at Continental’s R&D headquarters in Hannover, Germany. As the founder of TopTireReview.com, he is passionate about educating the public on the critical role tires play in safety, performance, and efficiency. He has recently started contributing to The Tyreman.
