Arai Helmets rated top in customer happiness

Arai helmets, in general, rank highest in user satisfication

Sure, the salesman was a little over the top in telling you just how happy you'd be with that $600 or $700 Arai helmet, but maybe he wasn't just blowing smoke up  your dark side to ruin your autopsy.

According to the J.D. Power and Associates 2010 U.S. Motorcycle Helmet Satisfaction Study, there could be good reason for his comments.

J.D. Power and folks are the guys that tell us what we really, really want because we filled out forms and told them what we really, really want. They tell us that we told them that we want Arai.

"Arai ranks highest in customer satisfaction for a 12th consecutive year with a score of 836 and performs particularly well across nearly all measures," according to J.D. Power's report. " Shoei follows in the rankings with 827, while Icon ranks third with 826."

The study studied three areas: ventilation, face shield, and design and styling.

"These three factors are comprised of 11 attributes: quietness; ventilation/air flow; defogging performance; face shield ability to keep wind out; face shield ability to resist scratching; ease of replacing face shield; scratch resistance of shell; color/graphic design; weight; ease of fastening the strap; and fit and comfort," the study states.

Arai scored nigh onto perfect in the primary test areas, falling short only in faceshields, an area in which Shoei helmets led the way.

Overall averages rose from 2009, mainly due to increased happiness with ventilation/air flow; fit and comfort; color/graphic design; and scratch resistance of shell. Harley-Davidson has improved considerably, the study shows, based on improvements with ventilation/air flow; fit and comfort; and color/graphic design. Harley, of course, has their helmets made by other manufacturers under contract.

Despite ranking below the industry average, Bell and Fulmer showed improvement.

AFX Rebel, not tested, but cool looking

J.D. Power said they found that satisfied motorcycle helmet owners "are approximately 10 times more likely to repurchase the same helmet brand, compared with owners with lower levels of satisfaction." They also found that "41 percent of highly satisfied motorcycle helmet owners indicate they definitely will repurchase the same brand."

Only four percent of owners dissatisfied with their purchase would repurchase the same brand, the study shows, eliciting a "duh" from anyone who reads it.

"As new-motorcycle sales have declined considerably during the past few years, the market for motorcycle helmets has also dwindled," said Todd Markusic, senior director of the powersports practice at J.D. Power and Associates, in a prepared statement.  "Since owners typically replace their helmets every three to four years, fostering customer loyalty may bring substantial benefit to the bottom line for manufacturers."

Can I get another "duh?"

But here's something odd that the study found. If you buy a mega-buck helmet, you're mega-buck happy about it.

"Satisfaction levels tend to rise as the price of the helmet increases,"  said Markusic.  "Quite simply, motorcycle helmets appear to be a product where you truly get what you pay for, in terms of comfort and fit."

In its younger days, my AFX worked great.

That means that, had I the money, I would by anotther Shoei to ride around town to match the Shoei I use on long freeway rides. That's true. It's quieter than my AFX Freedom, has much better ventilation and costs five times as much.

On the other hand, my AFX does provide tested protection at a budget price, despite the fact that parts of its ventilation system have fallen off at highway speeds. In the three years I've flown it, the faceshield has decided to lift when I turn my head to check my blind spot while changing freeway lanes and flop back down when I turn back to look at the road.

Still, I'd buy another AFX for everyday riding and keep my long-lasting, more comfortable, quiet Shoei for the freeway.

That rates me satisified with the Shoei, and satisfied with the AFX, based on what I use them for

The J.D. Powers survey, far more inclusive than mine, was based on responses from more than 4,800 purchasers of new 2009 model-year motorcycles who provided information about their most recent helmet purchase experience and helmet use. The study was fielded August through October 2009.