Tire sizes to watch

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T e skinny on tall

Are these big-volume OE f tments on your radar screen?

By Bob Abram

In my f rst article in the February 2013 issue, I talked about how to get your arms around the ever present issue of SKU proliferation. T at is an important task and a sizeable one, and it will take time to ingrain that process into your system of product planning. Hopefully you are working toward that end, but in the meantime I thought it would shortcut things a bit, if I gave you a cheat sheet of sizes to watch.

Since I don’t know what brands you distribute, what part of the country you do business in or what you currently have on your product screen, you’ll still have to do your part to pick the SKUs, but I can at least narrow down some sizes for you and give you a place to start. New all over again

T ese three sizes were all new eight to 12 years ago but had extremely limited application. Two of them had become almost extinct before another round of original equipment f tments brought them back to life.

T e recycling of sizes by automakers is a relatively recent trend. It has happened across multiple vehicle segments for dif erent reasons, but much can be related to the need for bet er fuel economy and the cosmetic appeal of larger wheels. T e three sizes below are great examples of tires that were new and are now new all over again. dard fitment for the Nissan Altima from dealer, you had nothing to of er in this size. vehicles used the size until the 2009 Mazda6. not incite a real call to action. Sonata and Kia Optima began using the size on base models. T e sales of the revamped pair really took of and they are currently key to explode. With approximately one million vehicles sold annually between the four models, you can be sure that your demand will ramp up quickly. And while it’s likely that many of these new models will be f t ed with the larger 215/55R17 or 225/50R17 option in higher trim levels, there will still be plenty of the base models looking for hoops soon.

Check your product screen for coverage in T- and/or H-rated touring tires and check your forecast frequently.

195/50R16 —

Similar to the f rst tire size mentioned, 195/50R16 started out with extremely limited fitments, highlighted by the “performance” oriented Dodge Neon R/T from 2001-2004 and Mazda Protegé’s top trim in 2002-2003. T ese short-lived f tments had relatively low demand and then the size went into hibernation for seven years. It’s time to

wake up this size again, as it has become the go-to sport trim

205/65R16 — T is tire size was the stanoption for some of the top cars in the compact segment: the Ford Fiesta years 2011-2014, Hyundai Accent in 2012-2013 and Toyota Yaris/Prius C in 2012-2013. You’ll want to start looking into the OE replacement tires for your inventory.

235/55R19 — T is tire size began as a lone and surprising f tment option on the Chrysler Pacif ca back in 2005. T e size gained some country club credibility with the 2008 Land Rover LR2 and 2009 Audi Q5, but still remained a low volume specialized f tment.

T e situation has changed rather dramatically. Starting in 2011 the size was f t ed to 12 vehicle models across the large car and crossover segments, including: Audi Q5, Chrysler 300, Dodge Charger, Chevy Equinox, Ford Flex, GMC Terrain, Lincoln MKT, Land Rover LR2, Lexus RX, Mazda CX-7 and Volvo XC-60. Most recently the Hyundai Santa Fe and Kia Sorrento are sporting the size in various trims.

2002-2004. It quickly became kind of a big deal, because if you were not a Continental T e recycling of tire sizes by But af er three years, it was gone. No other automakers relates to the need Even so, the sales volume of the Mazda did for better fuel economy and

Fast forward to 2011 when the Hyundai the appeal of larger wheels. vehicles in the midsize sedan segment. Most recently, the 2012 no-brainer for the near future. Given the range of vehicle Toyota Camry and 2013 Honda Accord adopted the size. pedigrees it will probably benef t you to have a “bet er” and

You might want to duck and cover because this size is going “best” option on your product screen sooner than later.

T e long list of popular crossover vehicles makes this a Shape shif ers

T e size recycling takes place in a dif erent form for the following two sizes. Both were once the front only size for some well-heeled dream machines in sticky summer UHP form. Now they are far more common on much more accessible transportation. Plus they have traded their chic summer clothes for more sensible all-season wraps.

Tire sizes show a trend of migrating from exotica to more mainstream makes and models over a shorter duration of time in the global marketplace of today.

245/40R19 — T is size was f rst introduced on the 2003 Jaguar XK8, followed by the freshly resurrected BMW 6 Series in 2004. T en came Ferrari, Maserati and Mercedes-Benz in 2005. It was business as usual in exotic UHP summer land until 2009-2010 when aspiration luxury makes like Acura and Inf niti, plus more bourgeois brands like Nissan and Pontiac, adopted the size in all-season form. Since then the Buick LaCrosse and Regal, Chevy Malibu, Hyundai Azera and Kia Cadenza have all come to the party.

Unless a dealer had a thriving UHP business or a rich mix of customers, they would be hard pressed to f nd a reason to stock this size at all just a couple years ago. Now with Buick and Nissan/Inf niti in the f rst replacement cycle and Chevy, Hyundai and Kia with new f tments, it is time to seriously think about this size. You’ll need to look at the all-season UHP or performance touring categories; a W-rated tire gives you the most coverage there. T e Maserati guys can special order.

235/45R18 — Once an oddball summer f tment on the ill-fated Infiniti M45 and then as the front only f tment on the uber-rare Ford GT, this size seemed doomed from the start. However, in 2008 it popped up on the new Mitsubishi Eclipse and Galant, Saab 9-3 and Honda Accord EX-L Coupe. Not a list of world-beaters, but collectively noteworthy given their all-season treads. Now with Nissan Altima, Ford Fusion, Buick Verano, Mazda6, VW Passat/ Beetle, 2013 Honda Accord sedan and Lexus GS sporting f tments, this size is about to get hot.

T is reminds me of 225/50R17 a few years ago — not much to talk about from a volume standpoint, then it got on the Fusion and Accord and ramped up quickly. T is is another one to watch for V-rated all-season performance or touring. You don’t want customers walking out on this sale.

New: advanced product screen

T ese last three sizes are a bit riskier than the other sizes discussed so far. T ey are newer to the market, with a narrower

range of f tments and there isn’t much af ermarket business yet. I have a hunch, though, that these sizes are progressing from sizes you should know about, to sizes you should consider bringing into your inventory.

235/55R20 — Initially an optional f tment on the 2009 Nissan Murano (a vehicle that also launched 235/65R18 to the tire world in 2004), this size has grown OE footing as an option on the current Nissan Pathf nder, Cadillac SRX and Inf niti JX. If the SRX platform trickles down to new GMC and Chevy models, it is likely this size will trickle down with them.

Also, as the OEMs continue to use the big wheel/narrow tire philosophy on crossovers, this size could be ripe for future models from other auto manufacturers as well.

235/50R19 — T is size made its debut as the base tire on the 2010 Mercedes-Benz GLK-Class. Soon af er it was used on the 2011 Toyota Sienna wearing the SE trim.

Both f tments are still active currently so they are near the beginning of the f rst replacement cycle. T ough there aren’t as many of these vehicles on the road, when compared to the Sienna trims with 18-inch wheels, these could still be important sales from a revenue and customer service standpoint. Apart from being a big ticket, Toyota Sienna owners aren’t as used to waiting for special order parts as Mercedes owners.

Lastly, there are many minivans and crossovers that use the 225/65R17 and 235/55R18 tire sizes. It is quite possible that a 19-inch rim option will soon become available on these vehicles, too, which is why you should have your eyes on it.

235/40R19 — Aston Martin DB9s don’t f nd their way into a lot of independent tire shops looking for two front tires, so 235/40R19 probably isn’t on your radar. I would venture though that a lot of Ford Fusions and VW Beetles frequent independent tire shops and even a few Lexus GSs from time to time.

T is is why I bring up this last size. While the size isn’t new to James Bond, it’s new to the real world and in all-season H- and V-rated options to boot. 235/40R19 is a legitimate Plus One size for 235/45R18, and given the number of vehicle models that now wear that size and the annual sales of those vehicles, I expect 235/40R19 to grow relatively quickly. You may not need to stock it quite yet, but you will soon.

Taking the time to perform consistent checks of new vehicle f tments can pay of , especially when paired with new vehicle sales f gures; nothing is a more accessible and ef ective indicator of the future tires needed by your customers.

While the sizes described here are not meant to be a comprehensive list of new size opportunities, they are the sizes I believe will have the most impact in the short term by adding to your product screen, or f lling out your product screen. T ey are also sizes that can f y under the radar because of their initial specialized OE placement under more exotic brands. Lastly, these sizes are more focused on the passenger car and crossover vehicle segments as the main light truck sizes tend to be less unique across brand and models and change less frequently with model updates.

T at being said, if I were set ing up a new process to review new sizes, I would start with reviewing the top 20 to 25 selling vehicles in the United States (which certainly includes light trucks). T is allows you to stay on top of the new OE tires and sizes that will come with the biggest volume.

While it’s trickier to assess the product screen potential of a 235/45R18 based on a Suzuki Kizashi f tment, a light bulb should appear when that size winds up on a perennial best seller like a Honda Accord, or a number of popular vehicles in the same model year.

T at is hard information to come by if you rely on walk-in business for discovery. Even if you only set aside an hour or two every six months to review the top-selling vehicles and their associated OE tires, you’ll start to get ahead of the market and soon be on the way to creating your own sizes to watch list. ■

Robert Abram has worked in the tire industry since 1992, most notably with Dealer Tire LLC and Yokohama Tire Corp.

Google vs. Facebook: T e battle lines have been drawn

T ey’re f ghting for supremacy in cyberspace. Which camp should you be in?

What comes to mind when you hear Let’s take a look at some Facebook facts. the word “Google”? Do you think, Facebook has over one billion users and over search engine? Did you know it’s the 665 million of them use it every day. T ere are most widely used search engine on the Internet? over 50 million Facebook pages (businesses/ It’s f ve-and-a-half times more popular than its athletes/celebrities, etc). T ere are over 150 closest rival, Bing. Maybe you think of it as a place billion Facebook friend connections, which to look up a business on Google+ Local or do you means on average each person has 141 Facebook think of Google Gmail, which is a very popular friends. How do you stack up against the average free email service? Perhaps you use Google to friend connections? search for online reviews about a business or a By Wayne Croswell T ere are over 240 billion pictures posted on product? How about using Google Maps for Facebook. Facebook has over 17 billion directions or Google Earth to get a real view of anywhere location-tagged posts. STOP — let me repeat that in the world? Do you watch videos on YouTube? Did you — there are over 17 billion posts on Facebook that know YouTube is owned by Google? have a specif c location tagged in the post. T ese

Google has over 50 million businesses listed on its Google+ posts may be something as broad as a town or as Local directory, each with extensive information about the specif c as a place of business. T ey may even include business, maps and directions, hours of operation and many the Facebook page of the business/place they have online reviews from real customers. Google even assigns a tagged. T ere are over two billion connections numerical rating — one to 30 (highest) — for each busibetween local businesses and Facebook users. ness , which is a mathematical calculation of all its reviews T e average number of business pages viewed (minimum of 10 reviews). Google has tens of millions of weekly is 645 million and there are over customer reviews posted regarding the businesses listed 13 million comments posted each week on their site and they receive over 5.2 billion requests from on local business Pages. people looking for information each day. T ey have over T ese statistics bear out that Facebook 500 million users of Google+ (their answer to Facebook). is the dominant choice for people com

It’s fair to say that Google is playing a big part in providmunicating online with each other. Do ing consumers with useful information about businesses, you know who owns Instagram with products and services. T ey are a serious player in the its 130 million users? You guessed it, game for social media, Internet domination, a business’ Facebook. online reputation and a whole lot more. Have you heard the rumors that Google is building/buying/developing a Open Graph: T e newest of ering complete f ber optic network to of er to its subscribers? from Facebook Have you heard about Facebook’s Google took the ‘Build it and they will come’ newest of ering, Open Graph? Have you approach used it? Facebook released an advanced

T ey have taken the approach of “Build it and they will copy in January 2013 to a select group come,” and have been quite successful with this approach. of users, who tested, evaluated and provided feedback to It’s apparent they have the largest collection of business Facebook, who then tweaked Open Graph and has recently listings and access to millions of online reviews from all released it to users whose default language is U.S. English. the various social media sites. It’s a big business and there The premise behind Open Graph is simple. If you is a lot at stake. are looking for information about a business, product

Now, shif ing focus, what comes to mind when you hear or service, why not ask your network of friends? Open the word “Facebook”? Graph automatically searches throughout the postings of

Some people might say it’s a place where a lot of people friends and friends of friends for all kinds of information. waste a lot of time. Most people would say it’s a community Do you know how powerful the recommendation from of relatives, friends, businesses and acquaintances all get ing a friend is? People trust a recommendation from a friend together in one place to share life’s stories, pictures and more. 92% of the time. So imagine the power of searching the

Facebook network for a dinner recommendation in a town you might be visiting and get ing f rsthand comments from your network of friends/friends of friends.

How about searching that same network for a local business to f nd a place to buy new tires or auto service? Friends listen to friends. Imagine if a negative experience is posted by these users about a particular business or product.

I hope you are get ing the picture of how powerful this Facebook Open Graph can become.

Facebook took a dif erent approach than Google. T ey didn’t build the entire information database. T ey taught their users how to f sh. T ey built the infrastructure and the users built the vast collection of valuable information by using Facebook as the tool.

T e results are clear; it has become the most extensive site on the Internet for people communicating with people and businesses about everything.

What does it mean for you?

So what does all this Google goop and Facebook fodder mean to you, the business owner? It means you best pay at ention. To which one, you ask? Both!

With the extensive user communities in both camps, you need to establish your business presence on both. Claim your Google+ Local site and create your business Facebook page. Make sure you get positive reviews, experiences, Facebook “likes” and postings from consumers updated to both sites. You need customers to become raving fans of your business and share their satisfaction of your company on both Google and Facebook.

You may decide to ignore one or both, but the user communities won’t, especially if they have a bad experience. You can almost guarantee they will post it somewhere or worse, everywhere.

If you are proactive in your online reputation management, you might be able to intercept negative reviews before they post them to the world. You need to make sure you have the best possible online reputation.

It’s clear that Google and Facebook have declared war and are f ghting it out in cyberspace for supremacy.

Which one will win out? In fact, will one of them win out? Can they both continue to dominate? Only time will tell.

If you want to see how far they both have come in such a short time frame, look back at my article entitled, “Claiming the top spot on social media” (MTD September 2012). So much has changed in so lit le time.

What will they think of next? Maybe they will invent eyeglasses that will display text messages and show Google reviews or Facebook graphs?

Meanwhile, I recommend, as a business owner, you need to pay at ention to both and make sure you are participating fully in both. ■

As CEO and president of WECnology LLC, Wayne Croswell is a “complimentary technology advisor” for independent tire dealers. Croswell can be reached at wcroswell@wecnology.com or (603) 249-5530. See his website at www.wecnology.com.