Tire maker ranks first in combined use-quality and sensory-quality assessment; second consecutive year atop brand loyalty index

Continental Tire has been named the top brand in the newly created imported tire category of the 2026 Korea Quality Satisfaction Index, administered by the Korean Standards Association. [Continental Tire]
Continental Tire has been named the top brand in the newly created imported tire category of the 2026 Korea Quality Satisfaction Index, administered by the Korean Standards Association. [Continental Tire]

Continental Tire announced Thursday that it had ranked first in the newly created imported tire category of the 2026 Korea Quality Satisfaction Index (KS-QEI), administered by the Korean Standards Association.

The KS-QEI is a quality evaluation index jointly developed by the Korean Standards Association and the Korean Society for Quality Management. It surveys consumers who have actually used a given product or service, as well as industry experts, to assess quality excellence and satisfaction. The index combines two components: "use quality," which covers performance, reliability and durability, and "sensory quality," which evaluates brand image, recognizability and novelty.

Continental Tire claimed the top spot in the imported tire category based on its combined use-quality and sensory-quality scores.

The company focuses on securing safety and driving performance through extensive testing and verification from the product development stage onward. Its process includes digital simulation, laboratory analysis and on-road testing across a range of temperatures and surface conditions, with comprehensive checks on grip, braking, rolling resistance, ride comfort and tread life.

Independent tire performance evaluations have corroborated that technical standing. Continental's flagship ultra-high-performance tire, the SportContact 7, has placed in the top three in 27 of 29 international comparative tire tests since its launch. A recent tire test by a German automotive publication also saw the AllSeasonContact 2 all-weather tire and the WinterContact TS 870 P winter tire each take first place in their respective categories.

Continental Tire also topped the tire category for the second consecutive year at the 2026 Brand Customer Loyalty Awards, co-organized by the Korea Consumer Forum and US brand consultancy Brand Keys in May. The company recorded an overall score of 28.37 on the Brand Customer Loyalty Index, achieving the highest marks in the industry across key criteria including brand trust, attachment, likelihood to recommend and switching intent.

"Tires are directly connected to driver safety, so consistently verifying and improving quality is essential," said Niko Kyriazopoulos, head of the replacement tire division at Continental Tire Korea. "We are honored to receive strong recognition from Korean consumers and experts. We will continue to repay that trust through rigorous performance verification and product development."

Meanwhile, Continental Tire is strengthening its partnerships with global automakers — most recently supplying its EcoContact 6 Q summer tire as original equipment for Audi's new compact SUV, the Q3.


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