Helmet satisfaction rises as motorcycle sales fall

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As motorcycle sales fall, motorcycle helmet buyers, at least, are more satisfied than ever with their purchases, according to the new 2010 J.D. Power and Associates helmet satisfaction study released Thursday. The findings are significant for an industry that is placing more emphasis on accessories since fewer customers are buying new bikes.

Overall, helmet satisfaction was the highest it’s been in the 12 years the survey has been conducted, with Arai, Shoei, Icon and Harley-Davidson receiving the top rankings. HJC, Nolan and Fulmer ranked lowest. The survey ranked customer satisfaction in 11 attributes, including ventilation, face-shield performance, weight, quietness, fit and comfort. It was based on responses from 4,800 purchasers of new 2009 model-year motorcycles who commented on their most recent helmet purchases.

Brand loyalty was directly correlated with owner satisfaction, the study found; 41% of highly satisfied helmet owners said they would definitely buy another helmet from the same brand. Satisfaction levels also rose along with helmet prices.

-- Susan Carpenter