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HP/UHP TIRE TRENDS WHAT YOU NEED TO KNOW IN 2025
HOW TO TAKE YOUR BUSINESS TO THE NEXT LEVEL
Tiremakers discuss trends, opportunities
By
Mike Manges
ommercial medium truck tires are back in the news again as two manufacturers, Goodyear Tire & Rubber Co. and Bridgestone Americas Inc., recently announced big changes within their TBR tire production footprints.
Last month, MTD learned that Goodyear is planning to move the majority of TBR tire production at its Danville, Va., plant to other facilities.
In a statement provided to MTD, a Goodyear spokesperson said the Akron, Ohio-based company “plans to refocus the Danville, Va., facility on mixing and the aviation sector.” (Goodyear has built aircraft tires at the facility for many years.)
The Danville facility, which opened in 1966, is one of two commercial medium truck tire plants within Goodyear’s North American manufacturing network.
According to MTD’s recently published 2025 Facts Issue, the Danville plant can build up to 11,000 medium truck tires per day.
Goodyear’s other North American TBR tire production plant — a factory in Topeka, Kan., that also builds OTR tires — has the capacity to manufacture 5,500 units per day.
Goodyear has not revealed which of the company’s factories will pick up Danville’s TBR tire production.
More recently, Bridgestone announced plans to close its TBR tire plant in LaVergne, Tenn., in July.
The decision to shutter the factory “is part of the company’s strategic initiatives to optimize its business footprint, strengthen its competitiveness and enhance the quality of the company’s U.S. operations,” said Bridgestone officials.
According to MTD’s 2025 Facts Issue, Bridgestone’s LaVergne plant, which opened in 1972, has the capacity to build 3,100 TBR tires per day.
Like Goodyear, Bridgestone has two TBR tire plants in the U.S. The other, Bridgestone’s plant in Warren County, Tenn., can produce 9,400 TBR tires per day at full throttle, according to MTD research.
The Warren County plant, which opened in 1990, is undergoing a $550 million capital infusion.
When asked what will happen to the LaVergne plant’s capacity, Bridgestone officials told MTD that it “will be shared among several existing plants,” but did not offer specifics.
Between the Danville plant and the LaVergne plant, a total of up to 14,100 TBR tires per day may have to find another home.
What does this say about projections for TBR tire demand? Is a downturn imminent?
At last month’s K&M Tire Inc. conference in Columbus, Ohio, Emily Clayton, senior economic analyst for the American Trucking Associations, provided an overview of the challenges facing the U.S. truck market.
Bridgestone Americas Inc.’s TBR tire manufacturing plant in LaVergne, Tenn., will close its doors in July 2025.
“We’re seeing less production of heavy-duty trucks,” she told attendees. “We’re seeing an over-supply in the industry. We’re seeing a leveling-out (of fleet revenue) at a rate that’s much lower than what we’d like to see.”
Some trucking fleets “are in a really tough spot,” which could lead to more capacity reduction, according to Clayton.
On the surface, that sounds ominous. But the trucking industry is cyclical. Rebounds inevitably happen, which is one reason why I believe other tire manufacturers are bullish on the U.S. TBR tire market’s prospects.
Hankook Tire America Corp., for instance, is in the process of adding TBR tire production capabilities at its plant in Clarksville, Tenn., as part of a $1.6 billion investment.
The U.S. market also is experiencing a big influx of what some would call “tier-three” and even “tier-four” truck tire brands, causing a boom in imports.
Tiremakers in Thailand, for example, shipped slightly more than seven million medium truck tires to the U.S. in 2024.
Nearly three million TBR tires built in Vietnamese plants were shipped to the U.S. last year, making Vietnam the second largest exporter of medium truck tires to America.
The top five TBR tire exporters to the U.S. during 2024 were rounded out by Japan, which shipped 1.6 million units; Canada, which shipped 1.5 million units; and Cambodia, which shipped one million units.
MTD’s 2025 Facts Issue also provides data on shipments from other countries.
It goes without saying that if off-shore manufacturers didn’t see long-term opportunities here, the above numbers would be much smaller.
Despite the imposition of tariffs by the Trump administration and current softness in the truck market, I see a bright future for TBR tire exporters and domestic truck tire manufacturers.
In the meantime, it will be interesting to see where those Goodyear and Bridgestone units land. ■
If you have any questions or comments, please email me at mmanges@endeavorb2b.com.
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Sumitomo Rubber Industries Ltd. has agreed to buy the Dunlop brand. Photo: 158661366 © vladimir razgulyaev | Dreamstime.com
2025 has kicked off with a series of big moves from tire manufacturers — some that were anticipated and others that are providing a bit more shock value. It’s been a waiting game of sorts to learn who would want to buy the Dunlop brand from Goodyear Tire & Rubber Co. since the company effectively put it up for bidding in late-2023. That wait is now over, with Sumitomo Rubber Industries Ltd. holding the winning bid.
1. Bridgestone to close TBR plant, make other cuts
2. Winning bidder for ATD selected
3. Goodyear to move TBR tire production
4. Goodyear to sell Dunlop brand to Sumitomo
5. Tier-three tires remain in the lead
6. What the Dunlop sale means for Goodyear
7. Point S USA sold 23% more tire units in 2024
8. MTD ashback: How Goodyear ‘met’ Dunlop
9. SRI has big plans for Dunlop
10. Freight rates expected to rise
Check out MTD ’s digital edition at the top of our website’s homepage.
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Sumitomo Rubber Industries Ltd. (SRI) has entered into a definitive agreement with Goodyear Tire & Rubber Co. to acquire the Dunlop brand for a total of $701 million.
The deal, which includes trademarks and “intangible assets necessary for the operations of the brand business in Europe, North America and Oceania,” according to a statement from Goodyear, is expected to close by the middle of 2025. SRI’s acquisition of the Dunlop brand also provides for off-take, licensing and “other arrangements.”
According to Goodyear, the acquisition breaks down as follows:
• SRI will pay Goodyear $526 million for the Dunlop brand and “certain associated intellectual property;”
• SRI will pay Goodyear a $105 “transition fee” to support the transition of the Dunlop brand and facilitate the transition of Dunlop brand customers to SRI, including “planning matters and support of distribution and logistics;”
• SRI will buy existing Dunlop brand consumer tire inventory “at an agreed markup.”
Goodyear will continue to manufacture, sell and distribute Dunlop brand consumer tires in Europe through at least Dec. 31, 2025. The tiremaker will pay a royalty to SRI during this period on Dunlop sales, “but will otherwise retain all profits from these sales.”
The term of the agreement between SRI and Goodyear “will automatically extend for an additional year through Dec. 31, 2026, unless the parties mutually agree to an earlier termination.
“This transition period is intended to give SRI time to scale its organization in Europe to effectively absorb the Dunlop brand and maintain service levels for existing Dunlop customers.”
Following completion, Goodyear will supply “certain Dunlop-branded tires to SRI in Europe for a five-year period under the terms of a transition off-take agreement (TOA),” which “stipulates minimum purchase quantities of 4.5 million tires per year for the five-year term, on a take-or-pay basis. SRI may terminate the TOA early after the third year with 12 months’ notice, subject to payment of a termination fee.”
Goodyear also will license back the Dunlop trademarks from SRI for commercial truck tires in Europe on a longterm basis, subject to a royalty on sales. And Goodyear can terminate this licensing agreement at any time during the licensing period.
According to Goodyear, Dunlop consumer tire sales totaled $532 million in 2023, while sales of Dunlop brand commercial truck tire sales totaled $201 million during the same period. Other specialty Dunlop tire sales, excluding motorcycle tires, totaled $22 million. (Goodyear will retain its rights to the Dunlop trademarks for its motorcycle tire businesses in Europe and Oceania.)
“This is another important milestone as we continue to execute against our Goodyear Forward transformation plan,”
says Goodyear CEO and President Mark Stewart. “Not only does the transaction deliver significant value for our shareholders, it better positions Goodyear to enhance our focus on the growth of our core brands.”
“Our team conducted a comprehensive process focused on maximizing value for Goodyear through a divestment of our Dunlop brand and we are very pleased with the outcome achieved,” says Christina Zamarro, Goodyear executive vice president and chief financial officer.
“We are committed to working closely with SRI to ensure a smooth transition for customers of the Dunlop brand.”
The transaction is subject to regulatory approvals. Goodyear intends to use proceeds “to reduce leverage and fund initiatives in connection with the Goodyear Forward transformation plan.”
SRI plans to position Dunlop as its “core brand” globally. SRI said that “except for certain regions and products, we will be able to operate our tire business globally under the Dunlop brand.”
Specifically, SRI said it will focus on new products “that incorporate our innovative Active Tread technology, OE tires for premium vehicles and motor sports.
“In addition, for the Falken brand — which has been deployed in Europe, North America and Oceania — we will utilize the product planning and marketing capabilities we have cultivated in each region to focus on bold, one-of-akind products that appeal to its core fanbase. Through a dual-brand approach to business development, we aim to increase sales volume in each region and raise the proportion of premium products.
“Furthermore, we will position Dunlop as our core brand and advance our brand strengthening activities as a joint effort between our tire and sports businesses.”
Dobbs Tire & Auto Centers Inc. has acquired Complete Custom Automotive, which is based in Columbia, Mo., and has five Missouri locations. Additionally, Dobbs Tire has opened a new store in the St. Louis, Mo., metro area. Dobbs Tire now has 57 locations.
Wonderland Tire Co. has acquired Ray’s Tire, a fellow commercial and retail tire dealership with two locations in Wisconsin. Ray’s Tire operates stores in Appleton and Green Bay and offers tires, as well as a full menu of automotive repair services. David Ellis had owned Ray’s Tire, which is named after his grandfather, since 1984. The business was founded in 1937.
Hankook adds to ONE Hankook Tire America Corp. has relaunched its ONE Program, which offers recognition and incentives for tire dealers. Hankook established the dealer program in 2012 and its new offerings bring additional incentives and increased support and value for those in the program.
The Tire Industry Association has launched a new online tool for reporting Right to Repair issues. The “Right to Repair – Report Your Issue” form allows industry professionals to report instances where they face barriers to diagnosing or repairing vehicles, providing important data to protect independent shops’ right to repair.
Monro Inc. reported a 3.7% increase in sales for its fiscal third quarter. The company’s comparable store sales fell by slightly less than 1%. However, Monro made gains in other categories. Battery sales and service climbed by 30%, alignments jumped by 13% and front end/shocks were up 6% versus the prior-year period.
More than 10,000 structures were destroyed by fires that raged across the Los Angeles, Calif., area.
“Forty-one years I’ve lived in Los Angeles and this is by far the most catastrophic experience I’ve had here,” said Steve Boyajian, owner of five tire stores in southern California.
January fires in the Los Angeles area caused mass destruction, with experts saying that more than 10,000 structures were destroyed by blazes at multiple locations.
Boyajian, who also owns a location in Arizona, told MTD that none of his California stores were in the direct line of the fires.
“But we have still been impacted,” he said. “Los Angeles is such a geographically vast area that even though we have over 40 employees in the area, only two employees — one of my sales advisors and myself — were on the edge of being evacuated.”
Boyajian’s Simi Valley location had to shut down for two days because it did not have power.
“A lot of the infrastructure is old and very dry, so when the high winds topple over a transformer and it falls on the ground, it goes up in flames. So they shut our electricity off to try and stop that from happening.”
Steve Goldberg, owner of Woodland Hills, Calif.-based Hank’s Tire, had to evacuate his home in Ventura County. “I live in an area with lots of greenery and brush, so when the winds picked up, the city decided to turn our power off,” he told MTD.
Hank’s Tire lost power on Jan. 8 and had to shut down. The single-location dealership opened back up the following day. “We got blasted” when the store opened again, said Goldberg. “It was crazy the amount of people coming into the shop.
“My wife called me and said our area where our house is has been evacuated and I needed to come home. Well, I couldn’t come home. We were slammed and I was already short-staffed, so I stayed for as long as I could, then told my guys I had to go. And I went home, packed a bag and left with my family.”
A tire dealer who didn’t have to evacuate, but had families and employees who were impacted is Jim Sorum, vice president of Los Angeles-based Fairmount Tire & Rubber Inc.
“This has probably impacted business, but that’s the least of our worries right now,” Sorum told MTD in late-January. “The hardest part of all of this is you don’t want to see (people experience losses) and that’s what’s going on around us constantly.”
Sorum noted that Pacific Palisades, the site of the largest fire, is a unique area with a lot of history. He said that some families have lived there for seven generations.
Then in moments, “it’s all gone. Money is one thing, but I can’t imagine losing my home and memories. I can’t imagine the devastation.”
Sorum said he continues to check on employees at his three retail stores and five wholesale locations. He also is checking on customers.
“Sometimes it takes that extra moment of calling every customer — making sure they’re OK, too, and their businesses are OK.”
What’s next?
“Everyone is thinking about the ripple effects as we rebuild,” Boyajian told MTD. “And what about our industry? What if you had a tire dealership down a street of houses that aren’t there anymore? Until they exist again, how will that tire dealership survive?”
Goldberg told MTD the amount of time that rebuilding will involve has crossed his mind.
“Even if people did want to rebuild their homes, it would take a couple of years to do, so this problem will linger,” he said. “A lot of shopping malls and schools have burned down and I know tire dealerships that cater to those areas. What are they going to do? There won’t be any business.” — Madison Gehring
No matter how challenging your needs, BKT is with you offering a wide range of OTR tyres specifically designed for the toughest operating conditions: from mining to construction sites.
Sturdy and resistant, reliable and safe, able to combine comfort and high performance. BKT is with you, even when work gets tough.
Joe Tomarchio, a veteran automotive industry leader, has joined Focus Investment Banking as a senior advisor in its automotive group. He will work “to support mergers, acquisitions and other strategic initiatives,” according to Focus officials. A founder of the Mr. Tire brand, which he and his brother eventually sold to Monro Inc., Tomarchio then spent years guiding Monro’s operations and then working on its acquisitions strategy until his 2023 retirement.
Turbo Wholesale Tires LLC’s Lexani brand has formed a partnership with the Detroit Red Wings National Hockey League team. Turbo has three locations in Michigan. The sponsorship will include in-arena brand placements, a series of sweepstakes and virtual glass placement during select games.
Titan International Inc. and the United Steelworkers have ratified a new, four-year labor contract covering three Titan plants. The factories are in Bryan, Ohio; Freeport, Ill.; and Des Moines, Iowa.
Kumho Tire U.S.A. Inc. has donated $100,000 to the Los Angeles Fire Department Foundation to provide for immediate disaster relief and recovery efforts. The foundation provides vital equipment and funds critical programs to help the LAFD save lives and protect communities.
Bloomfield, Mich.-based Straightaway Tire & Auto acquired 17 locations during 2024, bringing its total number of stores to 65. Recent acquisitions include stores located in Denver, Colo.; Englewood, Colo.; and Plaistow, N.H. The company, which is owned by private equity firm O2 Investment Partners, also brought on Cameron Chernikow.
In a pair of announcements, Goodyear Tire & Rubber Co. and Bridgestone Americas Inc. disclosed both tiremakers will make changes to their U.S. manufacturing footprints in 2025.
Goodyear will move “the majority” of its TBR tire production from Danville, Va. to “other facilities within its footprint. Goodyear plans to refocus the Danville, Va., facility on mixing and the aviation (tire) sector.”
In a separate announcement, Bridgestone said it will shutter its TBR tire plant in LaVergne, Tenn. at the end of July.
The LaVergne factory is the smaller of two Bridgestone TBR plants in the U.S. The company’s other commercial truck tire factory is in Warren County, Tenn.
Steve Shannon Tire Co., which is based in Bloomsburg, Pa., has acquired three retail stores from The Tire Warehouse Inc., which is based in Albany, N.Y. The stores will become Steve Shannon Tire’s 47th, 48th and 49th retail tire locations and will give the family-owned dealership a dozen locations in New York. Steve Shannon Tire also has seven commercial tire locations and nine distribution centers.
TireHub LLC has opened its third regional distribution center (RDC), a facility in San Bernardino, Calif.
“The new facility, strategically located on the West Coast, will increase TireHub’s overall capacity to stock and distribute its premium product offerings,” say TireHub officials.
“It also strengthens service, allowing TireHub to serve more customers with greater effectiveness and efficiency.”
TireHub is a joint venture between Bridgestone Americas Inc. and Goodyear Tire & Rubber Co.
“We have added three RDCs to our network in just over a year to enhance our service to dealers and retailers,” says TireHub CEO Ted Becker.
The others are in Allentown, Pa., which opened in October 2023, and Dallas/Ft. Worth, Texas, which opened this past October.
The shelves of those distribution centers soon will be stocked with a new brand. TireHub is adding Pirelli to its lineup this year. The company calls the Pirelli brand “a complementary, strategic fit.”
“The addition of Pirelli will enhance our ability to meet evolving customer needs and create growth opportunities for TireHub,” says Becker.
Claudio Zanardo, president and CEO of Pirelli North America Inc., says that “as North America represents a critical growth market for Pirelli, this partnership underscores our dedication to expanding our reach and meeting the evolving needs of customers in this region with exceptional service and premium offerings.”
“We are providing customers with access to a broad selection of premium tires, while also demonstrating our ability to support suppliers with a focused distribution approach in the market,” says Becker.
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Thanks to its partnership with Today’s Class, the Tire Industry Association (TIA) is offering bitesized, mobile training sessions to help tire technicians retain and enhance their understanding of TIA-approved training lessons. Those who have finished TIA’s 200- or 300-level courses can use the Today’s Class mobile app to reinforce the best practices learned.
Sun Auto Tire & Service Inc. recently raised more than $17,000 for 35 Feeding America food banks across the United States. A portion of every oil change performed at a Sun Auto Tire & Service location on a particular day went towards that total.
Goodyear Tire & Rubber Co. has named Don Metzelaar senior vice president of global manufacturing and supply chain. Metzelaar has more than 30 years of experience and most recently served as Johnson Controls International’s chief manufacturing officer and global vice president.
For the eighth year in a row, American Pacific Industries Inc. partnered with non-profit HopeKids to host a holiday party for 200 people. HopeKids provides support for families who have a child with cancer or some other life-threatening medical condition.
Maxam Tire North America Inc. has announced the promotion of Michael Vandel to OEM sales manager for agriculture.
Tire Group International LLC has formed an exclusive partnership with Haohua Tire Co. and will market and distribute the company’s Lanvigator line across the United States.
PBrian Ballard, left, manager of supply chain planning at Yokohama Tire Corp.’s plant in Salem, Va., welcomed Paul Sullivan, vice president of marketing for Sullivan Tire Co. Inc.
aul Sullivan, vice president of marketing for Sullivan Tire Co. Inc., recently traveled to Yokohama Tire Corp.’s Salem, Va., plant to thank workers there.
Sullivan spent a day touring the facility, meeting Yokohama employees and thanking them for their workmanship and professionalism, according to Sullivan Tire officials.
The Norwell, Mass.-based dealership — one of the largest in the United States — also brought a food truck to the plant, which manufactures passenger and light truck tires.
The truck supplied workers with snacks and other refreshments throughout the day.
“We wanted to go down and recognize the hard work of the people on the Yokohama plant floor,” says Sullivan. “We wanted them to know that we truly appreciate the quality tires they build — products that we put on our customers’ vehicles throughout New England each and every day.
“It was impressive to watch them in action and to hear their stories and feel their passion. We place a high value on these skilled workers.”
“We were honored to host Mr. Sullivan and the entire Sullivan Tire contingent,” says Adam Bruce, general manager and vice president of operations for Yokohama Tire Manufacturing, Virginia.
“This facility has a long, rich history of high-quality manufacturing (and) dedicated support of Yokohama’s business in North America. We are always proud to show off our capabilities.”
The auction of American Tire Distributors Inc. (ATD) was canceled after the lone qualified bid came from an entity known on paper as Asphalt Buyer LLC.
A Jan. 12 document filed in U.S. Bankruptcy Court states that ATD’s debtors, “in consultation with the consultation parties and pursuant to the bidding procedures order, selected (ATD’s) Stalking Horse Bidder as the winning bidder” for ATD’s assets.
The buyer “is an entity formed by certain of the Debtors’ DIP Lenders and lenders under the Debtors’ Prepetition Term Loans, in connection with the sale of substantially all of the Debtors’ assets, as set forth in the Stalking Horse APA.”
Debtors include American Tire Distributors Inc.; ATD New Holdings II Inc.; ATD New Holdings III Inc.; ATD New Holdings Inc.; ATD Sourcing Solutions, LLC; ATD Technology Solutions Inc.; FLX FWD Logistics LLC; Hercules Tire International Inc.; Terry’s Tire Town Holdings LLC; The Hercules Tire & Rubber Company; Tire Pros Francorp LLC; Tirebuyer.com LLC; and Torqata Data and Analytics LLC.
“The Stalking Horse APA provides for: (i) a “credit bid” pursuant to section 363(k) of the Bankruptcy Code of (x) 100% of the New Money DIP Claims, including accrued and unpaid interest as of the Closing Date, and (y) $585 million of the Prepetition Term Loan Claims (each as defined in the Stalking Horse APA); and (ii) the assumption of the Assumed Liabilities (as defined in the Stalking Horse APA).”
Source:
The
John Healy By
or a second straight month, tire dealers recorded positive sellout trends of around 1.1% in December 2024. That’s a slight uptick from November, when the growth was more moderate at 0.7%.
The cause: the appearance of winter weather. Dealers reported this was the primary driver of tire sales during the month. Three regions in particular reported volume growth in the mid-single digits during December: the Northeast, Southeast and Midwest. Generally, the other regions saw negative volume trends in December. The weakest numbers were reported in the Southwest, with volumes 3.8% lower year-over-year.
January 2025 had a weaker comparison — it was slightly negative — so we’d expect that if the weather continues to cooperate, we would see volumes from flat to up slightly.
Miles driven trends bounced higher in December, too, after a flat report in November. Our Miles Driven Momentum Index registered a 1.1% year-over-year increase in December, an improvement from the 0.3% decrease the previous month.
We believe miles driven were positively affected by holiday travel trends. AAA estimated 107 million Americans drove to a destination at least 50 miles from home for the holidays — an increase of 2.4% from the previous year.
In looking at raw material prices, the cost of materials needed to build a basic replacement tire increased 6.6% yearover-year in December, a drop of 0.7% from November prices. This brought us to a 5.3% year-over-year increase for the fourth quarter of 2024. This followed a 10.5% year-over-year increase in the third quarter. Holding these prices steady would equate to a 1.9% year-over-year increase for the first quarter of 2025.
The rise in natural rubber prices was the most notable in our latest analysis, as those costs increased 49% year over year in December 2024. Synthetic rubber costs also increased — by 11.5% — but the prices of other inputs all dropped during the month.
For all of 2024, our tire raw material index was up 7.1% on a year-over-year basis. In 2023, the pricing index had dropped 9.7% from 2022 levels.
Given the rapid price deceleration after two years of price appreciation, we are not surprised to see raw material costs moderate on a year-over-year basis.
We see this kind of stability as a positive for the tire industry, given the volatility we have experienced since 2020.
Consumer deferment and trade-down have been consistent themes in recent months, but the arrival of winter weather in more areas of the country in December
‘We believe miles driven were positively affected by holiday travel trends.’
prompted some consumers to quickly play catch-up with auto maintenance and tire purchases. As a result, 27% of independent tire dealers reported positive demand trends in December, about the same as the 28% who reported gains in November. Shoppers continue to trade down when purchasing tires and our latest survey shows tier-three tire brands remain in the lead and in the most demand at the sales counter. This marked the eighth straight month of tier-three being at the top of our charts.
Tier-two tires were again in second place. And while tier two historically leads our demand survey, these tires have been in second place for three months in a row.
We continue to see tier-one brands struggling, with consumer balance sheets negatively affected by inflation and high interest rates. Those factors are prompting consumers to trade down for less expensive tires.
We normally see a lot of volatility in these month-to-month tier rankings, though we noticed that 2023 closed with three straight months of tier-one tires being the least in demand and that pattern repeated itself at the close of 2024.
Still, we expect tier-two tires to be the most in-demand segment long-term, as they offer a balance of performance and price. ■
SOURCE: NORTHCOAST RESEARCH
John Healy is a managing director and research analyst with Northcoast Research Holdings LLC, based in Cleveland, Ohio. Healy covers a variety of subsectors of the automotive industry. If you would like to participate in the monthly dealer discussions, contact him at john.healy@ northcoastresearch.com.
Lately, ultra-high-performance all-season (UHP AS) tires have become a go-to choice for many drivers. Offering the perfect blend of convenience, performance, and affordability, they provide reliable year-round driving without the hassle of seasonal tire changes. Whether you’re dealing with dry roads, rainy conditions, or light snow, UHP AS tires keep you covered. Let’s take a closer look at why they’re so popular, and how the new Sailun Atrezzo SVA2 stands out as a top contender that truly delivers.
1. ALL-SEASON PERFORMANCE
Why We Love It: UHP AS tires perform reliably in dry, wet, and light snow conditions, eliminating the need for seasonal tire swaps.
The Sailun Atrezzo SVA2: Features an optimized tread pattern and multi-directional grooves to ensure superior traction all year, providing confidence no matter the weather.
2. HIGH-SPEED STABILITY
4. SUPERIOR TRACTION
Why We Love It: Offers excellent grip on both wet and dry roads for safety and stability.
The Sailun Atrezzo SVA2: With its deep grooves and multi-directional sipes, channels water away from the contact patch, maintaining a firm grip on both wet and dry surfaces while minimizing the risk of hydroplaning.
Why We Love It: Delivers strong performance and control at high speeds, making it ideal for spirited driving.
The Sailun Atrezzo SVA2: Provides excellent high-speed stability due to its rigid tread blocks and advanced construction. Whether on the highway or taking corners at higher speeds, this tire offers the stability and control needed for safe, confident driving. Making it ideal for higher performance inputs especially during occasional spirited driving on the road or the track.
Why We Love It: Provides precise cornering and quicker steering response for a dynamic driving experience.
The Sailun Atrezzo SVA2: Has an asymmetric tread design that enhances cornering stability and responsiveness, giving drivers a sportier and more engaging driving feel.
5. COMFORT AND QUIET RIDE
Why We Love It: Ensures a smooth, quiet ride by minimizing road noise and vibrations.
The Sailun Atrezzo SVA2: Is equipped with advanced noise-reduction technology and strategically placed tread blocks that reduce road noise, delivering a quieter, more comfortable ride—even at higher speeds
6. LIGHT SNOW CAPABILITY
Why We Love It: Handles light snow and slush effectively, making it a great choice for moderate winter conditions.
The Sailun Atrezzo SVA2: Features multi-directional sipes and an optimized tread design that improve traction in light snow and slush, offering control in wintery conditions without sacrificing performance.
Why We Love It: Low rolling resistance helps improve fuel economy while maintaining performance.
The Sailun Atrezzo SVA2: Is designed for efficiency, reducing rolling resistance and helping drivers save on fuel costs without compromising traction or handling
8. VERSATILITY ACROSS VEHICLE TYPES
Why We Love It: Works with a wide range of vehicles, fromfamily sedans to performance cars.
The Sailun Atrezzo SVA2: Features a balanced design that ensures comfort, handling, and durability for various vehicles,
from everyday sedans to sporty performance cars, meeting the needs of diverse drivers.
Why We Love It: Delivers high-performance features at a competitive price.
The Sailun Atrezzo SVA2: Provides premium performance at a more affordable price compared to other high-performance or seasonal tires, offering exceptional value without the premium cost.
Why We Love It: Designed to last longer, reducing the need for frequent replacements.
The Sailun Atrezzo SVA2: Is built with a durable tread
compound that resists wear, extending its lifespan and reducing the need for frequent tire changes, making it a solid longterm investment.
It’s easy to see why UHP AS tires are so loved, especially Sailun’s Atrezzo SVA2. Not only does it offer all the qualities that make UHP AS tires so popular, but it also comes with an added bonus — an impressive warranty. With an 50,000 mile tread life, a 60-month warranty, and a two-year road hazard replacement, these tires deliver long-lasting performance and peace of mind — just one more reason to love All- Season Ultra High-Performance Tires. ■
For more information visit gosailun.com
By Madison Gehring
There are always new trends that are shaping the tire industry and the high performance (HP) and ultra-high performance (UHP) categories are no different, according to tire manufacturers.
Consumers are placing a greater emphasis on certain attributes in their HP/UHP tires than they have before. MTD talked with tire manufacturers to hear what they have to say about HP/UHP tire consumer buying habits. They also discussed what’s next in HP/UHP tires — highlighting key trends that tire dealers should monitor.
MTD: What’s next in HP/UHP tires? What new trends are emerging? What will be the new “thing” in the HP/UHP tire segment in the next few years?
BRANDON STOTSENBURG, vice president, automotive division, American Kenda Rubber Industries Co. Ltd.: Kenda sees the traditional trade-off matrix for the various applications changing in this environment. Vehicle applications are also expanding in North America to include automotive platforms on small SUV/CUV bodies that are fitted with W- or Y-rated tires, as well as expanding electric vehicle (EV) applications. We no longer view H- or V-rated applications as high performance, but as touring or grand touring (tires) that often provide upgrades for all-season or four-season performance with higher mileage warranties, ride comfort and worn noise benefits.
Kenda expects the UHP summer segment will continue to feature dry and wet traction/handling benefits with sub-segments of traditional UHP summer (300 to 400 UTQG), max performance (200 to 300 UTQG) and extreme performance (100 to 200 UTQG). The higher performance levels will have increasing focus on dry grip and handling. Many of the max and extreme products are targeted at the competitive DOT competition environments found in autocross, grassroots drifting and SCCA (Sports Car Club of America) competitions. In these environments, the products often have trade-offs among dry grip, wet grip and
“The new thing in UHP tires is the diversity of applications where they are being used,” says Michael Mathis, president of Atturo Tire Corp. “No longer are UHP tires solely for Corvettes, Porsches and other sports cars.”
Photo: Atturo Tire Corp.
wear. Sophisticated consumers will also evaluate performance and tire weight as they optimize the vehicle performance for competition.
Kenda sees that there are material improvements, construction options and evolving mechanical design elements that will increase the performance levels and expand the traditional limitations.
The highest-volume UHP segment is the all-season application. These products are W- and Y-rated products that offer different mechanical design, materials, tread and carcass compounds and construction, which allow the consumer to drive in wet and light winter conditions. The trends are to reduce the differences in dry performance often seen from a UHP summer to the UHP A/S segment while offering higher wet traction performance with mileage warranties. Most W- or Y-rated applications for small SUVs/CUVs may have the need for XL load ratings to accommodate weight differences without sacrificing any performance benefits.
Finally, for premium brands, the EV growth for automotive platforms requires a combination of grand touring and UHP tire performance with specific technologies optimized for high performance electric vehicles. Kenda believes that the vehicle application will determine the best combination of EV technologies. These will likely include optimizing the rolling resistance relative to the consumer desire for wear, traction and handling in both wet and dry conditions, noise sensitivity and elements related to the higher torque evident in many EV cars and small SUVs. Reducing the benefit tradeoffs for EV from traditional UHP internal combustion engine (ICE) applications will be a primary goal for engineering teams.
DAN COHEN, director of motorsports and marketing, XComp Tires, American Pacific Industries Inc. (API): There are more EV performance vehicles coming to market each day. There are also more performance edition vehicles offered by car manufacturers. Consumers will see more EV-rated tires that can handle the heavy weight of electric vehicles. Consumers will also see UHP tires that can be used year-round. Consumers are seeking a tire that delivers the ultimate in performance, while not sacrificing longevity and comfort.
MICHAEL MATHIS, president, Atturo Tire Corp.: The new thing in UHP tires is the diversity of applications where they are being used. No longer are UHP tires solely for Corvettes, Porsches and other sports cars. The performance tire market is continuing to expand with new applications and tires designed to address those segments. The number of low-profile and higher-speed-rated OE fitments has been a trend in the market for 20 years and is still growing.
New segments continue to drive the demand for more focused performance tires. These include hybrid and electric vehicles, which are focused on performance. It also includes high horsepower ICE SUVs and CUVs which use larger rims and overall diameter tires that need higher load capacity. We also see an increase in performance tires being sought which work well beyond fair weather. This may be in all-season, allweather or even pure winter types of tires. Drivers seek a variety of features from their performance tires. Recent trends are seeking quieter tires which grip well in a broad range of situations.
The Apex’s competition-inspired construction and compounding delivers maximum grip and precision handling designed to satisfy even your most discerning performance minded customers. Contact your Yokohama sales representative to learn more.
Competitiontreaddesignand advancedmicro-silicacompound for confidentwetanddrygrip.
Highturn-upconstructionforquick, precisecorneringresponse.
IAN MCKENNEY, senior product manager, Bridgestone Americas Inc.: No emerging trend at the moment, as we continue to ride the wave from five to seven years ago where UHP all-season tires had a major increase in snow performance. These advancements were huge for their time and we continue to maintain with incremental gains, where possible.
to
were mostly for sports cars, but this has since reached into the SUV space. As well, as vehicles get heavier, the load capability of tires continues to increase. Last, as EVs have generally lower top speeds compared to combustion engine vehicles, we see vehicles coming with lower tire speed ratings from the OEMs.
JOSH BENSON, vice president, Ironhead brand, First Choice Sourcing Solutions: The future of HP/UHP tires will likely revolve around versatility, EV/hybrid readiness and sustainability.
NATE DODDS, product manager for performance tires, Continental Tire the Americas LLC: On a macro level, the push for tire sustainability and efficiency will continue to grow in all tire segments, including HP/UHP tires. Also on a more detailed level, we see a general trend towards more and more staggered fitments. In the past, staggered fitments
DAVID POLING, vice president R&D and technical, Giti Tire (USA) Ltd.: When we talk about performance tires, we need to properly clarify exactly what we are talking about. We would define HP as being H- and V- speed rated and UHP being W-, Y- and Z-rated. Beyond that initial separation, we have summer, all-season and now allweather products, with each of the products existing on a continuum.
Summer tires can be generally divided into regular summer performance and
“The tire needs to be highly capable in wet and dry conditions, but also able to manage light snow traction all while maintaining excellent road manners and strong wear,” says Nate Dodds, product manager for performance tires, Continental Tire the Americas LLC.
Photo: Continental Tire the Americas LLC
“We would define HP as being H- and V-speed rated and UHP being W-, Yand Z-rated,” says David Poling, vice president of R&D and technical, Giti Tire (USA) Ltd. “Beyond that initial separation, we have summer, allseason and now all-weather products.”
Photo: Giti Tire (USA) Ltd.
extreme summer performance. Regular summer tires are focused on good dry and wet grip with a UTQG rating 300 or above. Extreme performance tires are focused on maximum dry grip with UTQG ratings 200 and below. These tires are often used on the track, as well.
All-season tires come in touring variants, which are generally H- and V-speed rated, but have some W speed ratings. Then there are UHP all-season versions that carry W and Y speed ratings, with a focus on maximum wet and dry performance.
The newest trend is the all-weather tires that are designed to fit on sedans, CUVs and SUVs, which generally have speed ratings of H and V, but also include some W. The all-weather tire is certified by industry standards for extreme snow conditions, which makes them ideal for areas that have winter snow. However, this same tire provides enhanced all-season performance and should be considered in areas that may not have winter snow conditions.
“Safety remains the foremost priority for most consumers, regardless of road conditions or temperature,” says Jenny Paige, director of product planning, Goodyear Tire & Rubber Co. “Longevity follows closely behind as a key consideration.”
Photo: Goodyear Tire & Rubber Co.
JENNY PAIGE, director of product planning, Goodyear Tire & Rubber Co.: The high performance and ultra-high performance tire markets are poised for continuous evolution, driven by the growing demands of consumers for an enhanced driving experience. Rather than a singular breakthrough, we anticipate a continued refinement of key attributes, focusing on achieving a balanced combination of practical performance elements — such as traction and longevity — with features that elevate driving enjoyment. This will include further improvements in grip, handling, comfort and noise reduction, ultimately striving to provide a more enjoyable and dynamic driving experience without compromising on essential durability and efficiency.
Jin Han, product manager, Hankook Tire America Corp., says he sees a stronger desire for a UHP product that enhances driving ability and still offers optimal mileage and durability.
Photo: Hankook Tire America Corp.
DAVID WANG, managing director of Gripmax Tires Inc.: The first trend would be sustainability. With environmental concerns growing, HP/UHP tires will increasingly focus on sustainable materials, eco-friendly manufacturing processes and recyclability. Expect innovations like bio-based rubbers and fully recyclable tire models.
The next trend is noise reduction. A critical factor for EVs and luxury performance vehicles is enhanced designs to address road noise. And finally, the all-weather UHP tire — bridging the gap between summer-only and winter-season options, manufacturers are innovating ultra-high performance tires that deliver solid wet-weather and cold-weather performance without sacrificing dry traction.
JIN HAN, product manager, Hankook Tire America Corp.: One thing really driving the HP and UHP market is the
“HP/UHP tire buyers are increasingly expecting a balance between high performance and extended lifespan,” says David Wang, managing director of Gripmax Tires Inc.
“Beyond speed and handling, drivers now want a smoother, quieter ride, particularly for luxury and electric vehicles.”
Photo: Gripmax Tires Inc.
everyday driver’s desire for performance. They are eager to make the most out of their daily driving experience. This is a trend we’ve seen throughout the last few years and one that we expect to continue accelerating. Whereas HP and UHP tires were previously reserved for sports cars and high-end performance vehicles, increasingly we are seeing broader application at both the OEM and aftermarket levels to meet that consumer demand. Another notable trend we’ve seen in the last couple of years is the continued introduction of high performance or exotic SUVs. As noted earlier, this desire for greater performance is extending further among general consumers, in addition to less common platforms. With that in mind, we also expect to see more SUV sizes available in performance-oriented tires. Further, as consumers look for higher performance tires, the likelihood of a vehicle, regardless of platform — SUV or other — remaining a daily driver is high and as a result, mileage considerations need to be a significant factor.
In addition, several trends that are impacting the tire market overall will help shape the HP/UHP segment. For example, tires specifically tailored for EVs keep gaining traction. These tires are built with dedicated EV technology to address key factors, including rolling resistance, grip performance, tread wear, compound selection and noise reduction. Many of these characteristics naturally align with the development of high performance tires, whether that be for ICE vehicles or EVs, which creates a natural roadmap for developing EV-specific, high performance offerings.
SHAWN DENLEIN, president of sales and marketing, Kumho Tire U.S.A. Inc.: The high performance and ultrahigh performance tire market continues to evolve, with key trends emerging that will shape the next few years. The integration of advanced tire technologies focused on performance and supporting new car designs, in particular EV vehicles, is becoming a major driving force.
There’s growing emphasis on tire performance in both wet and dry conditions. Tire design continues to focus on innovative tread patterns and rubber compounds that help to improve grip, shorten braking distances and provide better handling in all weather conditions, especially rain.
As electric and hybrid vehicles become more common, there’s a growing demand for tires designed specifically for these vehicles. These tires need to handle the unique performance characteristics of EVs, such as higher torque and the weight of large batteries, while offering lower rolling resistance for better fuel efficiency.
“For UHP summer tires, dry performance is always the top priority, followed by wet performance and sufficient tread life,” says Walter Chen, product strategy specialist, Maxxis International-USA.
Photo: Maxxis International-USA
WALTER CHEN, product strategy specialist, Maxxis International-USA: Future tire innovations will focus on adapting to the demands of heavier, high-torque and high-horsepower hybrid and electric sports cars and sedans. These tire designs will prioritize exceptional dry and wet traction and key factors, such as noise, vibration and harshness.
“The high performance and ultra-high performance tire market contnues to evolve, with key trends emerging that will shape the next few years,” says Shawn Denlein, president of sales and marketing, Kumho Tire U.S.A. Inc.
Photo: Kumho Tire U.S.A. Inc.
“Our research over the years has validated that people care a lot about how the tread pattern and sidewall of their tires appear,” says Andrew Stephens, brand manager for UHP tires, Michelin North America Inc.
Photo: Michelin North America Inc.
ANDREW STEPHENS, brand manager for UHP tires, Michelin North America Inc.: One of the biggest trends right now and into the future is the demand for performance SUVs. These bigger, heavier vehicles with the capabilities of coupes and sedans a decade ago are challenging tire manufacturers to develop a product that can deliver the same performance in taller and wider sizes, while handling more load.
STEVE BOURASSA, director of products and pricing, Nokian Tyres Inc.: Consumers aren’t satisfied anymore with a UHP tire that only delivers grip and handling. Most of them want a more complete driving experience — a tire that lasts longer, keeps them safe in tough conditions and delivers fuel efficiency. Drivers of high-performance vehicles typically use them for a lot more than
Steve Bourassa, director of products and pricing, Nokian Tyres Inc., says consumers are no longer satisfied with a UHP tire that only offers grip and handling. Many want a tire that delivers a complete driving experience.
Photo: Nokian Tyres Inc.
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carving through corners on scenic highways. ose cars are also battling through tra c, taking kids to school and encountering potholes and puddles during daily life. UHP tires need to meet those demands, too.
“In the next few years, we see a growing emphasis on performance versatility within the HP/UHP tire segment,” says Bryce Jones, head of product marketing and training, Pirelli Tire North America Inc.
Photo: Pirelli Tire North America Inc.
BRYCE JONES, head of product marketing and training, Pirelli Tire North America Inc.: In the next few years, we see a growing emphasis on performance versatility within the HP/UHP tire segment. North American drivers are increasingly looking for tires that can o er high performance across multiple conditions, including wet weather, snow and varying temperatures.
“Owners of sporty vehicles expect a great looking tire and each tire manufacturer has their own idea of what they think makes for an attractive performance tire,” says Tom Okihisa, PCR product manager, Sumitomo Rubber North America Inc.
Photo: Sumitomo Rubber North America Inc.
JARED LYNCH, vice president of sales, corporate accounts, PLT, North America, Sailun Tire Americas: With the increasing prevalence of EVs and hybrid vehicles, which o en have a higher gross vehicle weight rating and greater power compared to similar internal combustion engine vehicles, it’s crucial to educate tire retailers and customers on the importance of adhering to the load index and speed rating speci ed by the vehicle manufacturer.
“With the rise of electric vehicles, there’s an increasing need for high performance tires that can handle the unique requirements of EVs, such as increased weight, higher torque and quieter operation,” says Mark Lindsey, chief strategy offi cer, Tire Group International LLC.
Photo: Tire Group International LLC
Jared Lynch, vice president of sales, corporate accounts, PLT, North America, Sailun Tire Americas, says drivers in the EV/hybrid market are putting an emphasis on longevity and road noise reduction.
Photo: Sailun Tire Americas
TOM OKIHISA, PCR product manager, Sumitomo Rubber North America Inc. (SRNA): Over the last few years, we have seen huge growth in the popularity of EVs. Due to the high-performance capabilities of modern EVs, especially acceleration, many are marketed as high-performance vehicles and come with UHP tires from the factory. CUV sales continue to dominate along with the decline of traditional sedans, so we see more sport CUVs with true performance capabilities and sporty trim levels of CUVs being o ered in the market.
Large wheel diameters with low prole tires and higher speed ratings have become increasingly common. is has created a situation where mainstream consumers who purchased EVs and sporty CUVs end up having to shop for UHP tires when it comes time for replacement.
MARK LINDSEY, chief strategy o cer, Tire Group International LLC: The consumer’s ight to value in the tire industry is a trend that shows no signs of slowing down. Economic pressures,
advancements in tire technology and changing consumer expectations have all contributed to this shi . is trend not only bene ts consumers, but also drives innovation and competition within the industry, ultimately leading to better products and services for all. With the rise of electric vehicles, there’s an increasing need for high performance tires that can handle the unique requirements of EVs, such as increased weight, higher torque and quieter operation. Traditionally, UHP tires were associated with sports cars and high-performance vehicles. However, there’s a growing demand for UHP tires in the SUV and CUV markets. is shi is driven by the popularity of larger, premium SUVs.
According to Mike Park, assistant director of marketing for Tireco Inc., the distinction between HP and UHP tires “is fading as modern drivers seek a combination of performance, versatility and durability.”
MIKE PARK, assistant director of marketing, Tireco Inc.: e distinction between HP and UHP tires is fading as modern drivers seek a combination of performance, versatility and durability. A signi cant trend is the incorporation of touring characteristics, such as improved ride comfort, extended mileage and all-season capability into HP and UHP tires. Innovations in rubber compounds, tread designs and structural engineering are driving this evolution, addressing the growing demand for tires that perform across various road conditions.
“We’re seeing UHP fi tments grow beyond just sports cars, as differentcategory cars, crossovers and even pickup trucks can experience the benefi ts of UHP tires,” says Cameron Parsons, technical fi eld manager and business development, Toyo Tire U.S.A. Corp.
Photo: Toyo Tire U.S.A.
As more CUVs and SUVs are manufactured with larger rim diameters, there is growing demand for HP/UHP tires tailored to these vehicles. Aesthetic appeal combined with functional performance is becoming a priority for consumers who want style without compromising performance.
CAMERON PARSONS, technical eld manager and business development, Toyo Tire U.S.A. Corp.: In the automotive market, customers have been seeking out greater versatility from their purchases. Many modern sedans and crossovers now sit adjacent to performance category vehicles, while still delivering practicality and roomy interiors. We’ve seen the tire industry head in a similar direction where customers expect their tires to be very multifaceted in their capabilities. So now we’re seeing UHP tments grow beyond just sports cars, as di erent-category cars, crossovers and even pickup trucks can experience the bene ts of UHP tires.
PHILLIP KANE, CEO, Turbo Wholesale Tires LLC: We’ve seen more and more vehicles that not long ago would have been built with (S- and T-rated) tires being built with HP/UHP tires, especially in the CUV and SUV categories. is has led to the migration of many touring-type attributes like all-season designs, noise-dampening tread blocking and inclement weather traction to HP and UHP products.
“We’re seeing tire manufacturers adapt HP/UHP tires to meet the unique challenges of electric vehicles, such as handling heavier loads, optimizing rolling resistance for better range and offering a wider variety of sizes,” says Larry Harmon, regional sales manager, Unicorn Tire Corp.
Photo: Unicorn Tire Corp.
LARRY HARMON, regional sales manager, Unicorn Tire Corp.: e HP/UHP tire segment is entering an exciting phase of innovation. Advancements in rubber compounds and tread designs are at the forefront, aimed at optimizing grip, durability and performance across di erent weather conditions. Another major shi comes from the growing EV market. We’re seeing tire manufacturers adapt HP/UHP tires to meet the unique challenges of electric vehicles, such as handling heavier loads, optimizing rolling resistance for better range and o ering a wider variety of sizes. Additionally, sustainability is a rising focus, with eco-friendly materials and manufacturing processes becoming integral to future developments. Looking ahead, the integration of smart
“We’re seeing a demand for all-weather traction at higher speed ratings — what once would have been an impossible trade-off,” says Phillip Kane, CEO, Turbo Wholesale Tires LLC.
Jagged patterns on shoulder blocks improve snow traction by 20%.
handling upgrade
Angled wave shape and micro-thin sipes work like squeegees to expel rain and snow, improving handling in winter conditions up to 15%.
Redefined All-Weather compound Formula
Experience unmatched durability and improved braking with our Advanced Resin Technology.
Engineered for optimal performance, regardless of temperature fluctuations, ensuring the best ride in any weather.
tire technology — sensors that monitor pressure, wear and performance — may redefine how we think about tire maintenance and safety in this space.
and feel of the vehicle. Most prefer to get better wear than is often available due to chosen trade-offs in design, but may sacrifice this for higher wet/dry performance. Ride and worn noise are also elements that will be ranked in consumer importance.
COHEN (API): I believe this varies by consumer. While drivers in some regions seek the ultimate in all-weather traction, others may look for the most fuel-efficient tire for their EV vehicle. In some cases, the consumer might want the most aggressive-looking tread for their sports car.
MATHIS (ATTURO): Drivers seek a variety of features from their performance tires. Recent trends are seeking quieter tires that grip well in a broad range of situations. Common to these consumers is an expectation for performance tires to be quieter and still have a good ride quality. Customers no longer seem willing to accept the historic trade-off of a slightly noisier and harsh-riding UHP tire.
year is the shift and demand for quality tires at an unbeatable value.
PAIGE (GOODYEAR): Safety remains the foremost priority for most consumers, regardless of road conditions or temperature. Longevity follows closely behind as a key consideration. However, with the increasing power of everyday vehicles, there is a growing demand for tires that offer performance capabilities. This includes features such as high speed ratings, larger rim diameters and low aspect ratios, which are characteristic of what can be defined as performance tires. As vehicles evolve, drivers are increasingly seeking tires that balance safety and durability with the enhanced performance needed for modern, more powerful cars.
RYAN PARSZIK, manager, product planning, Yokohama Tire Corp.: One emerging segment we’re focusing on is EV-compatibility due to the rise of EV vehicles in this segment and the use of sustainable materials with eco-friendly manufacturing with lower carbon emissions.
MTD: Are drivers prioritizing certain features like wet-weather performance, fuel efficiency or aesthetics over others?
STOTSENBURG (KENDA): The consumerrequested performance benefits depend on the vehicle application and the specific consumer. All consumers prefer aesthetics that complement their vehicles. The other desired benefits will be more specific and the tire retailer should understand the consumer’s needs and the product performance options to align the best fit. Kenda has found via our market research that offering premium performance at a value price is a consistently winning positioning statement for a majority of consumers. Whether it is for summer or all-season applications, UHP consumers want to optimize the handling
MCKENNEY (BRIDGESTONE): Wetweather performance and handling continues to be a priority, in addition to wear, for HP/UHP. Consumers want good handling without sacrificing wear life or performance. Fuel efficiency is not on consumers’ radar and remains a low priority that is not as relevant during the buying decision. Similarly, aesthetics is not a feature prioritized by HP/UHP consumers. We see this more with consumers shopping in the (light truck) tire segment.
DODDS (CONTINENTAL): Customers looking to purchase an HP or UHP product are really looking for a balanced product across all attributes of the tire. The tire needs to be highly capable in wet and dry conditions, but also able to manage light snow traction all while maintaining excellent road manners and strong wear. Aesthetics are also important to these customers to match the performance look of the vehicle. The efficiency or rolling resistance of the tire is steadily becoming more and more important as EVs continue to gain market share.
BENSON (FIRST CHOICE SOLUTIONS): Wet weather performance and fuel efficiency are becoming increasingly important, along with aesthetics, to everyday drivers. What we have also seen for the last
WANG (GRIPMAX): With extreme weather events becoming more frequent, drivers are prioritizing hydroplaning resistance and wet grip. Also as fuel prices fluctuate, rolling resistance and energy efficiency are gaining more attention, especially for EV owners. HP/UHP tire buyers are increasingly expecting a balance between high performance and extended lifespan. Beyond speed and handling, drivers now want a smoother, quieter ride, particularly for luxury and electric vehicles.
HAN (HANKOOK): What drivers prioritize largely depends on their needs, which is why it is always critical for dealers to understand their customer’s driving habits and preferences. Across the board, however, as vehicles of all kinds aim for accelerated performance, we expect drivers to seek HP/UHP offerings that address all the features they are looking for. This includes seasonal flexibility, mileage enhancements, comfort and traction. These all should be considered qualities of a premium performance product. Research and development teams will need to continuously innovate with rubber compounds, tread patterns and tire structure and architecture to provide diversified offerings across the high performance segment.
As noted earlier, we’re also seeing a stronger desire for a UHP product that can enhance the driving experience, but also go the distance with greater mileage and durability.
Where tire brands rank in the H- and V-rated categories
Replacement passenger tire shipments in the United States totaled 212 million in 2024. MTD estimates that the H-rated segment accounted for 58 million units, while the V-rated and up segment totaled 54.6 million units — both down slightly from 2023 levels. Here’s a snapshot of market share by tire brand in each category.
(based on an estimated 58 million units)
Brand 2024 Share
Michelin 11.0%
Goodyear 9.5%
Yokohama 6.5%
Bridgestone 6.0%
Continental 6.0%
Hankook 5.5%
Falken 4.5%
BFGoodrich 4.0%
Toyo 4.0%
Firestone 3.5%
Nexen 3.5%
Kumho 3.0%
Pirelli 3.0%
Sentury 2.5%
General 2.0%
GT Radial 2.0%
Landsail 2.0%
Nitto 2.0%
Sailun 2.0%
Cooper 1.0%
Dunlop 1.0%
Kenda 1.0%
Sumitomo 1.0%
Vredestein 1.0%
Others 12.5%
(based on an estimated 54.6 million units)
Brand 2024 Share
Michelin 12.5%
Goodyear 10.5%
Bridgestone 8.5%
Falken 7.0%
Continental 6.5%
Hankook 5.5%
Pirelli 5.5%
Yokohama 4.5%
Kumho 4.0%
Nexen 4.0%
Delinte 3.0%
Toyo 3.0%
BFGoodrich 2.5%
General 2.5%
Firestone 2.0%
Nitto 2.0%
Sumitomo 2.0%
GT Radial 1.5% Sailun 1.5%
Cooper 1.0%
Dunlop 1.0%
Vredestein 1.0%
Others 8.5%
DENLEIN (KUMHO): Drivers are becoming more discerning about the features they prioritize in HP/UHP tires, with the following trends emerging: wet weather performance, fuel e ciency and rolling resistance, aesthetics and customization and ride-comfort.
Wet traction has been a priority for drivers for many years. Tire buyers are looking for tires that deliver exceptional grip on wet surfaces without sacri cing dry performance. Fuel economy is a growing concern for many consumers. Tires with low rolling resistance help improve fuel efficiency and as more drivers opt for hybrids or electric vehicles, this feature becomes even more important.
While performance remains a top priority, the visual appeal of HP/UHP tires has gained importance. Drivers with luxury or sports vehicles o en desire tires that complement their vehicle’s aesthetics. is includes tire sidewall design and brand identity, which in uences purchasing decisions.
For many HP/UHP tire buyers, performance is a balance between handling and comfort. ere’s increasing demand for tires that o er a smooth and quiet ride, even in high performance models, ensuring a luxurious driving experience alongside sporty handling.
CHEN (MAXXIS): For UHP summer tires, dry performance is always the top priority, followed by wet performance and su cient tread life. UHP all-season tires are growing in popularity among drivers seeking year-round performance without extreme winter capability. Aesthetics are especially important to car enthusiasts, while fuel e ciency is o en a lower priority in this segment.
STEPHENS (MICHELIN): Here in North America, consumers want a balance of performances, be it dry, wet, snow, etc. However, wet traction is the most evident when it’s not there. at’s why we focus on delivering high levels of dry and wet grip to give the driver con dence to push their vehicle the way it was intended. In the premium tire segment, the product needs to deliver performance and be aesthetically pleasing. Our research over the years has validated that people care a lot about how the tread pattern and sidewall of their tires appear.
JONES (PIRELLI): While drivers in North America still value high performance and aesthetics, wet-weather performance and fuel and battery efficiency have become increasingly prioritized. Consumers are seeking tires that not only offer the thrill of high-performance driving but also deliver on safety and practicality.
LYNCH (SAILUN): Drivers continue to desire strong performance in all conditions but are placing a higher priority than ever on tire longevity and low road noise, especially among EV and hybrid owners.
OKIHISA (SRNA): Drivers are still prioritizing the same things as before. The demand for all-season UHP eclipses summer UHP by a huge margin.
Wet performance for increased safety, comfort (low noise, good ride) and good wear life (value) are still top of mind for consumers.
EV owners often complain of poor wear life due to the high torque and heavy weight of these vehicles, so (they) are
looking for more mileage when it comes time to replace their OE tires. When it comes to high performance tires, good aesthetics is a given. Owners of sporty vehicles expect a great looking tire, and each tire manufacturer has their own idea of what they think makes for an attractive performance tire.
PARK (TIRECO): Drivers are increasingly prioritizing a balance of features, rather than focusing on one aspect. Wet-weather performance and rolling resistance remain top considerations.
Fuel efficiency, once limited to ecotires, is trending in the HP/UHP segment as well.
Aesthetics remain a strong driver for CUV and SUV owners, who want tires that complement the aggressive styling of their vehicles, without sacrificing performance.
PARSONS (TOYO): UHP tires have become much more than just dry weather tires for spirited driving on the weekends.
Improvements in wet traction, durability, noise and fuel efficiency have made strides over the years and we expect to see more of the same in coming years.
KANE (TURBO WHOLESALE): We’re seeing a demand for all-weather traction at higher speed ratings — what once would have been an impossible trade-off.
PARSZIK (YOKOHAMA): A driver’s priority will vary based on a few key factors, including where they live and of course, what/how they drive. In a pure UHP setting, overall handling continues to trump all other benefits. Depending on the sub-segment (i.e., track, summer, all-season, etc.) other performance criteria like wet braking, fuel efficiency, longevity, comfort and noise come into play. Specific to the emerging EV segment of performance tires, we obviously see efficiency playing a factor but given the performance of most of the OE tires, overall tread life is immensely important for consumers. ■
Teams want inspiration and this happens best when the leader is in front, modeling desired behavior.
By
J. Mark Jackson
Are leaders made or born? is is the Holy Grail question of leadership development. Leaders do not arrive screaming onto the Earth with a speci c leadership DNA. But it seems that neither can we take people, give them leadership books and Power Point presentations and convert them into leaders.
The propensity toward leadership seems to be a nurturing process, o en beginning in childhood and reinforced throughout adulthood. Successful leaders seem to consistently exhibit and reinforce nine values throughout their years. Studying thousands of years of winning leaders weaves a common thread across time that points to their success. at thread is the nine leadership keys, applied consistently. ey are:
• E ective communications;
• Honesty;
• Clear goals and intent;
• Contingency planning ( exibility);
• Leading by example;
• Decisiveness/daring (risk-taking);
• Con dent competence;
• Resilience, and;
• Delegation of authority, but not responsibility.
ere is nothing esoteric about this list. Most items on it do not even require de nition. e key is the consistent application of these values — or habits, if you prefer — which become deeply engrained in the psyche of any leader.
What history shows from Julius Caesar, Hannibal and Joan of Arc to Gandhi, Florence Nightengale and Martin Luther King Jr. is that leaders who live by these values thrive. ose who don’t — don’t.
Consider the memorable leaders from your career. Didn’t they exhibit these values? Now, consider the poor leaders from your experience. Didn’t they apply these habits inconsistently or not at all?
During my military service in Afghanistan, I kept these nine values on a card in my pocket and reviewed them routinely. e nine keys of leadership also
formed the basis of a leadership course I taught at three government “universities.” I had a chance to practice what I preached and what I preached worked. I used the same keys in the corporate world, with the same positive results. Let’s put some color — some meat on the bone — for each of these keys:
Effective communication means getting the message across so that all stakeholders’ heads can go up and down or from side to side when asked, “Do we all understand?” is requires communicating with your people and knowing how they get and internalize information, whether through email, phone calls, faceto-face, o cial memos, Morse Code, smoke signals — whatever.
Usually, a combination of several forms of communication with the same message increases the odds that the information gets through. Most people need to receive a message three times before it truly sinks in. Checking their understanding of your message is a fail-
safe method to ensure the message is comprehended.
Honesty seems straightforward, but people employ a nuanced definition of honesty. This sliding scale of honesty goes from perfect, blunt truth to hedging the facts, which brings on a lie, but not quite. A good guideline is following the Stockdale Paradox: “Retain faith that you will prevail in the end, while confronting the most brutal facts of the current reality.”
President James Garfield said, “The truth will set you free, but first it will make you miserable.” A leader caught in a half-truth or an outright lie loses the faith and respect of the team. Honesty is refreshing and the reward is trust.
Clear goals and intent ensure that your team understands what success should look like. Good goals are simple and easily understood from top to bottom in the organization. The intent is the “what” of the goals. This is the spirit in which to accomplish the goals, should a decision point be reached that falls outside your goals. When a plan gets punched in the nose, things fall apart or stop.
Understanding intent helps your team proceed after the blow, take independent action and drive on. Intent goes hand-inhand with communications. Your team must understand the “what” or they will stop and look for guidance at every difficulty.
There is never time or mental bandwidth for a leader to handle all decision crossroads. Conveying intent means the leader’s spirit helps cross every intersection. Without this, plans frequently struggle, stop or die.
Contingency planning (flexibility) is the ability to shift seamlessly as a situation changes. This is the mental ability to envision your plan, but have a plan B for the most likely alternative scenarios. Yet many occurrences will fall outside all plans. This is where having the mental flexibility to take a breath, clear your mind, look at the situation and how your team should respond comes into play.
Lead by example puts the leader out front, literally and figuratively. Teams want inspiration and this happens best when the leader is in front, modeling desired behavior.
The leader who rolls up his sleeves and works overtime on a hard or physical project inspires a feeling of “in this together, through thick and thin.” The
‘The nine keys of leadership apply at every level, from Little League coach to the CEO of any corporation.’
leader who is disengaged leaves the team on its own and fosters an “us versus them” environment.
Decisiveness/daring (risk-taking) shows you have the ability to make a decision when the situation is unclear and the stakes are high. It can be a calculated risk. Decisiveness allows exploitation of an opportunity not envisioned during planning.
Confident competence requires some definition. Imagine a time when you realized you had a leadership shortcoming or a capability gap in your career. When you determined fixing the situation required additional study or taking work home on the weekend to overcome this problem, how did you feel when you mastered the situation? Probably, “Ah, now I’m on top of this thing. I got it.” Did you feel more competent? In the aftermath, didn’t you then also feel more confident when returning to work on Monday? That is confident competence. It is the internal knowledge that you have a 360-degree grasp of the situation and that you are good and capable. It is not being cocky or being a braggart. It is the subtle aura of confidence projected, based on personally perceived competence. People feel it.
Resilience is the ability to bounce instead of breaking under the strains of pressure and adversity. The comparison is a tennis ball versus an egg. A team will seldom exceed the resilience of its leader, so modeling resilience is critical. And a team will bounce only as high as its leader.
Recorded history provides no examples of successful leaders who were not resilient with the ability to bounce and bend as the environment evolved. A mantra for a quick dose of resilience is saying, “OK, this isn’t ideal. Let’s let go of the shock and panic, take a deep breath and tackle the situation with a clear head.”
Delegate authority, but not responsibility means sharing the load. Leaders can be easily overwhelmed by the magnitude
of their role. They need not shoulder the entire weight of the team’s success. The leader can designate parts of tasks to trusted team members. These team members will feel valued and more engaged. Think of a leader’s role as a pie. The leader can give out pieces of the pie, but in the end, the leader is responsible for how the pie turns out. The subordinate handles a piece and reports its progress back to the leader so he/she can assemble it into the whole pie. If the leader gives responsibility away and washes his hands of the task, the leader is susceptible to misunderstanding and lots of finger-pointing. Realize that no leader can handle the whole pie without help from the team. Delegating authority makes leading your team toward success more manageable with less burn-out.
The beauty of these keys of effective leadership is they do not ask leaders to apply them in a vacuum. It’s acceptable to ask for advice, opinions and help. No leader has all the answers and a team will mistrust one who professes he or she does.
Uplines, colleagues and trusted team members are part of any leader’s decision-making sphere. Using these assets does not make leaders seem weak. It makes them seem wise. There is wisdom in gaining other opinions. Ultimately, the leader chooses the course, but outside input provides a 360-degree view of the situation, which previously may have not occurred to the leader.
If a person comes to leadership later in life, can he or she develop these leadership keys and succeed? History seems to tell us yes, providing that the keys become deeply engrained and are followed consistently. George Washington is an example of a person who came late to these habits. And we know how his story turned out.
The nine keys of leadership apply at every level, from a Little League coach to the CEO of any corporation. Whether our parents instilled these habits or we come to them as adults, we can nurture and enhance our leadership propensity. ■
J. Mark Jackson is a 30-year veteran of the tire industry and a founding partner of Guidon LLC, a leadership and resilience training/consulting organization. A former U.S. Army officer, he was awarded the Bronze Star for combat service in Afghanistan. Jackson has mentored senior government executives and all levels of industry personnel. He also is a professor at Flagler College. Jackson can be reached at jmarkjackson238@gmail.com.
Kim Klimas By
Most tire dealers know that offering add-on services can be a big boon for business, especially in a competitive market, and brake work can be just the right service to maximize sales for those willing to take a proactive approach.
But there’s no need to wait for brakes to fail before making the sale. One expert says marketing brake service can start much earlier.
Mike Hinderer, senior manager, technical products at DRiV, suggests dealers build a relationship with customers, initiating conversations about best practices for brake maintenance long before brakes fail.
“Recommend following vehicle manufacturers’ recommendations for regular brake system maintenance and service,” he says. “Brake pads are a wear item. Discuss how regular maintenance can extend or maximize brake pad life.” This can involve “cleaning or lubricating caliper brackets and hardware or brake fluid intervals.”
Persuading customers to take the time to come in for general system maintenance or for brake fluid checks can be a critical step in keeping brake systems operating optimally and reducing repair costs over time.
Neglecting seemingly small factors like interval times between brake fluid checks can be problematic, according to Hinderer.
Low or contaminated brake fluid impairs brake system efficiency, accelerating wear-and-tear on the vehicle. A little maintenance in the short-term saves customers in the long run, he explains.
Mike Hinderer, senior manager, technical products at DRiV, suggests dealers build a relationship with customers by initiating conversations about best practices for brake maintenance long before brakes fail. “Recommend following vehicle manufacturers’ recommendations for regular brake system maintenance and service,” he says. And “discuss how regular maintenance” can extend brake life.
Photo: DRiV
Make sure to start the conversation with visuals — such as worn rotors or brake pads — to drive home the effects of wear-and-tear on brake components, says Hinderer.
“Discuss or illustrate brake pad wear and the importance of regular brake system maintenance. Typically, customers get educated about brake service when a brake repair is being performed.”
If that’s the case, “walk them through all of the steps of the repair or service.”
Make sure new rotors or brake pads are on hand and ready for customer comparison. Let the customer hold the products, feel the weight of the rotor or the thinness of a well-worn brake pad and experience the “endowment effect,” a tried-and-true psychological trick where people perceive things that they own, or they feel in possession of, as higher-value — like the new rotor or brake pad they’re holding, says Hinderer
He adds that having a first-hand look at a brake pad that’s flattened with wear in direct comparison to a new one is often the visual needed to drive the sale home.
“Discuss the cost of the repair,” says Hinderer. Cost is always a consideration for customers and can be a persuasive impetus in decision-making, so don’t shy away from the conversation. If customers are worried about cost, he suggests letting them know the provided estimate could easily rise if brakes aren’t properly maintained.
“Discuss or illustrate brake pad wear and the importance of regular brake system maintenance,” says Hinderer. He explains that customers who come in for
brake pads may need rotors, too, and they might not know it. He recommends that dealers let them know it’s more cost effective to replace both at the same time than it is on separate visits.
Hinderer adds that “failing brakes can affect other systems, too, including ABS, traction control, emergency braking assist and hill hold assist.” He calls this “a good motivator” to make smart decisions now in terms of maintenance.
Hinderer says partnering with a body shop or similar business can help drive brake repair business to dealerships. He recommends that tire dealers find a reputable body shop, establish a relationship and initiate mutual referrals to customers.
He notes that another way for tire dealers to increase audience size and awareness about brake services that are offered is to establish an online presence. This can range from a digital monthly newsletter that provides user-friendly automotive tips to an SEO-optimized website that shares the backstory on how a tire dealership came into being.
Hinderer says this also can take the form of an email listserv that distributes special promotions to new or valued customers or notifies subscribers about “discount days” when the shop is historically less busy or when certain service lines experience lulls to increase business during those specific periods.
And using a social media platform like Facebook or Instagram to share photos of “before” and “after” brake work or other projects — or even videos — can be effective, he explains. The same applies to customer testimonials. ■
“We have our fingers on the pulse of mining activity in this part of the country,” says Craig Stevens, general manager of Gillette, Wyo.-based Big Horn Tire (pictured on right, with from left to right, Wes Brown, Big Horn Tire’s director of business development; Jennifer Williams, Big Horn Tire’s director of administration and retail sales; and Josh Crump, the dealership’s director of asset management.)
Mike Manges By
Not far from where General George Armstrong Custer made his famous last stand sits another Big Horn that’s fighting a battle of its own.
Since its founding in 1964, Gillette, Wyo.-based Big Horn Tire has engaged in a daily struggle to lower its clients’
operating costs — a conflict that the OTR tire dealership has been winning thanks to a relentless focus on premium customer service and self-investment.
“We have our fingers on the pulse of mining activity in this part of the country,” says Craig Stevens, general manager of Big Horn Tire, whose operations span the vast, sprawling states of Wyoming and Montana, plus parts of Idaho and the Dakotas.
“Some of our stores have seen anywhere between 150% to 400% growth” despite a relatively soft market, he notes — a testament to the value Big Horn Tire delivers to its customers.
Mining operations make up the bulk of Big Horn Tire’s customer base. The dealership sells the gamut of mining tires and sizes, from smaller SKUs up to giant, 63-inch tires that are mounted on massive haul trucks. OTR tire brands offered include BKT, Bridgestone, Galaxy, Goodyear, Maxam, Michelin and Yokohama. But Big Horn Tire’s most important asset is its people, says Stevens.
“We have about 36 Mine Safety and Health Administration and Tire Industry Association-trained mining tire technicians who are embedded in mines every day.
“They don’t even come into the shop. They work rotational shifts at the mines. They work 12-hour days. When blizzards come through, they might not even have a chance to come home,” opting instead to hunker down locally to get a head start on the next day’s work.
“We have well over 200 years of combined mining tire technical expertise on staff right now and that’s really hard to beat,” he says. “We’re not perfect. Nobody is. But we’re very good at what we do. When you have that kind of bench, it’s really nice.”
Big Horn Tire’s technicians and salespeople provide a wide range of after-sale service to mining tire customers, “everything from TMPH (ton-mile per hour) studies and mine site audits to tire management programs, data collection and analysis and all the account management stuff — to help our customers reduce their total cost of ownership.”
Big Horn Tire has also diversified into servicing construction companies and commercial trucking fleets.
Stevens says the dealership “can pretty much tailor all of our mine services down to smaller customers. Having guys who can hop on a service truck and go out and perform the work is a big part of it.”
As its customers and pool of available labor continue to evolve, Big Horn Tire also evaluates — and if necessary, adjusts — what it offers.
“In 1974, we signed on as a Bandag retreader and we were a retreader for almost 50 years,” says Stevens. “It was a value-add for our customers. But in 2022, we chose to shut (the plant) down because the gentleman we had running it — who was very talented and had done it for 35 years — was retiring and we couldn’t find anyone to replace him.”
Market forces also contributed to Big Horn Tire’s decision to exit retreading. “If you look at the transition happening in the commercial tire market, a lot of retread shops are closing down and customers are going to these mega-shops. Anymore, you have to crank out volume to have any kind of profitability. It would have been very, very challenging for us to survive” as a retreader.
OTR tire service can take a toll on the sturdiest of machines, which is why Big Horn Tire constantly reinvests in its equipment,
“We’re proud of what we’ve built and we’re hoping to grow that,” says Stevens.
Big Horn Tire
including service trucks. “We employ one full-time, heavy-duty mechanic who works on nothing but our large OTR trucks, our tire handlers — that kind of thing. He probably works 70 hours a week, 50 weeks a year. If he needs to travel to a remote location, he can. But most of the time, he stays here in the Gilette market,” where Big Horn Tire’s main facility is located.
“We’re always looking at what we need to replace, too,” says Stevens. “A new giant tire handler can cost you up to $750,000. There’s a lot of other equipment. We just recently purchased two new machines for our giant OTR tire repair shop. So it’s not just tires. It’s alignment machines. It’s our repair equipment.”
Staying on top of maintenance “requires a lot of sitting down and talking through stuff. We’re a flat organization. If we feel like we need to make a change, we can do so almost immediately.”
Big Horn Tire constantly calibrates its product portfolio, adjusting inventory and offerings to meet the ever-changing needs of customers, many of whom in recent years have become more open to using tires made by alternative suppliers.
“I can tell you with pretty good accuracy that in the next three to five years, you’re going to have four to possibly five really superior players in the giant OTR tire market, whereas in the past, you had fewer. And that will open even more possibilities for mining tire customers.”
Demand for mining tires where Big Horn Tire does business “was really robust in 2023,” says Stevens. “It was steady and solid for us and probably one of our best years ever for sales and profitability. In 2024, we saw a softening and that was across all segments. We saw softening in mining. We saw softening in construction. I expect that will continue.
“People are really watching their cash flow. When you’re mining, you’re buying a $60,000 tire for your piece of equipment. Customers are dealing with a lot of unknowns. That’s kind of the way things are today.”
This won’t stop Big Horn Tire from seeking expansion opportunities. Two of its current locations were acquisitions.
“We keep our eyes open,” says Stevens. “We’re not a Pomp’s Tire Service or a Southern Tire Mart. We’re not going to snag 16 locations at once.
“We want to stay close to our geography, but we do have our eyes on a couple of areas. Whatever we do next, we’ll likely focus on what we’re best at, which is OTR.”
Employee recruitment and retention will remain challenges in the OTR tire segment, but this doesn’t worry Stevens. “OTR tire salespeople and technicians are some of the most highly skilled, sought-after people in the industry. Whether you’re changing a 63-inch tire or a smaller tire, there’s a huge need for people with experience and expertise.”
Stevens says the average tenure of employment at Big Horn Tire is 11 years. He credits employee longevity to “the family culture we have here.
“We feel very much appreciated” by the dealership’s owners.
John Crump Sr. and Doris Crump, along with her brother, Dwayne Newton, founded Big Horn Tire.
The dealership is currently owned by John Crump Sr., John Crump Jr. and Cathy Stalcup.
“We’re proud of what we’ve built and we’re hoping to grow that.” ■
THE MR. TIRE AND BIG 3 TIRE PROGRAMS ARE DESIGNED TO HELP YOU SHAPE THE FUTURE OF YOUR INDEPENDENT TIRE DEALERSHIP WITH THE TOOLS NEEDED TO REACH YOUR MAXIMUM POTENTIAL WITHOUT SURRENDERING YOUR IDENTITY.
Tire manufacturers agree that 2025 should present growth opportunities for enterprising, well-prepared OTR tire dealers. Photo: 96965047 © Agnormark | Dreamstime.com
By
Mike Manges
Coming off a year of uncertainty, OTR tire manufacturers look forward to a growth market in 2025. They explain why in this exclusive OTR tire market overview.
MTD: Can you describe the state of the U.S. OTR mining tire market and separately, the U.S. OTR construction tire market?
ALAN ESKOW, vice president, BKT USA Inc: OTR mining tires that are sold in the U.S. replacement tire market are predominantly through national accounts. So unless a company has a robust national account program, having any share of the market is extremely difficult. The policies enacted by the U.S. government have a
large effect on the mining business in the U.S. For environmental protection reasons, the last government was not much in favor... (of) coal mining. In 2024, demand remained lukewarm, with modest growth.
The mining tire market is projected to experience modest growth through 2025 and beyond. In North America, the mining tire market is anticipated to expand at a compound annual growth rate (CAGR) of 3.2% from 2025 to 2031. This growth is driven by increased mining operations in sectors such as aggregates, metals and coal — leading to a higher demand for specialized tires capable of handling rugged terrains and heavy loads.
Overall, the mining tire industry is poised for steady growth, supported by ongoing investments in infrastructure
and renewable energy projects that drive demand for mining operations and consequently, tires. Among the challenges, we can list potential economic slowdowns, labor shortages, price inflation, high interest rates and fluctuating material costs impacting growth.
TONY CRESTA, director of product management, CMA/Double Coin: In 2024, Double Coin saw a steady uptick in demand for our OTR tires. Our current lineup is focused on the construction tire market, with some support equipment sizes in the mining segment.
MATTHEW WERSTEIN, engineering manager R&D, OTR, Titan International Inc.: We anticipate that the U.S. OTR min-
ing tire market will see moderate growth in 2025, particularly in the replacement segment. While many are predicting the overall market growth to reach 5%, mining — especially in the precious metals sector — will grow more slowly, with replacement tire demand likely around 3%. Copper mining will be a key driver, but growth likely won’t reach 5%.
On the construction side, the outlook is much stronger. This market is set up for success because it remains stable and with ongoing infrastructure investments, it’s poised for growth. Projects tied to the infrastructure bill will finally be implemented — roadwork, bridge repairs, new construction, airport renovations — all of it will add up to growth by at least 5%, and possibly 7% in certain regions. Our team anticipates the replacement tire market will be robust, driven by ongoing work in land development, roadbuilding and large-scale construction.
BRUCE BESANCON, vice president of marketing, Yokohama Off-Highway Tires America Inc.: The U.S. OTR mining tire market continues to grow and enhanced safety and productivity remain priorities. Innovation, like automation, has driven
increased operational output and machine efficiency in underground mining has bolstered tire demand. Ongoing interest in rare earth minerals will also persist in affecting the mining market and has the potential to spark future greenfield operations.
Fleet managers for both new and old undertakings are asking more from their tires. Tires can represent between 15% to 20% of the operational cost of huge mining equipment and even small gains in performance and lifespan can equal big gains on a balance sheet.
In the construction market, the use of smaller machines keeps rising as the U.S. progresses on numerous projects initiated under the 2021 bipartisan Infrastructure Bill. Over the past few years, the market has shown steady-to-modest growth, driven by the roll out of these projects. The market remains clear in its demands: high-value tires that deliver the durability and dependable performance required to get the job done efficiently.
BEN KORF, U.S. segment sales director — material handling and construction, Yokohama TWS North America: Despite challenges such as rising raw material costs, supply chain disruptions, labor
shortages and intense internal competition, the U.S. OTR mining and construction tire markets continue to push demand. Innovation in tire technology — including improvements in durability, fuel efficiency and sustainability — is helping meet the evolving demands of these industries.
The mining market’s growth is driven by increasing demand as equipment becomes larger, faster and more powerful each year. End users are seeking long-lasting, high-quality replacement tires to minimize costs while meeting the demands of advancing OTR equipment. At the same time, pricing pressure remains strong, with players outside the traditional tier-one manufacturers claiming they can offer comparable quality at a lower cost.
The construction tire market is experiencing similar conditions, with the added complexity of equipment constantly being moved across varying conditions as companies expand their footprint and frequently move equipment from site to site to maximize its usage and value. This results in a growing replacement segment, as construction vehicles require frequent tire maintenance due to wear and damage from operating in inconsistent environments.
Tire manufacturers are focusing on innovations that enhance durability, fuel efficiency and safety, while also addressing the increasing technical demands of equipment and exploring new sustainability trends in both production and end of life programs.
CHAN PHOTHISANE, OTR national sales manager, Zhongce Rubber Group Co. Ltd. (ZC Rubber): New construction for single-family housing was down the last couple of years. We expect a positive year for 2025. I recently visited Graniteville, S.C., and construction is very busy. For example, (social media company) Meta is building a one million-square-foot data center in Graniteville. When you see articulated dump trucks, skidders, loaders, scrapers and backhoe machines running, it’s always a good sign.
MTD: What are the most significant trends taking place in the U.S. OTR tire market?
ESKOW (BKT): The U.S. OTR tire market is experiencing several trends driven by changes in technology, demand,
governmental and environmental factors. There’s a trend in the use of advanced materials, such as silica compounds which enhance durability, fuel efficiency and performance, especially in challenging environments like mining and construction.
Improving economic conditions are likely to influence construction tire demand across various segments, while declining mortgage rates could boost demand and residential construction activity.
As part of a push for sustainability, there is a greater emphasis on retreading and recycling OTR tires. This not only reduces waste, but also lowers costs for fleet operators. Also there’s great attention towards the infrastructure development, including road construction, bridges and utilities that could have a good impact on the demand for OTR tires in the construction and heavy equipment sectors.
According to data, the U.S. construction industry is likely to record moderate growth of 1.1%, in the medium-term, with slowing inflation, labor mismatch and a supportive monetary policy.
CRESTA (CMA): We are seeing the continued growth of metric sizing, specifically 29-inch, low-profile options. There seems to be continued growth of these products year over year.
WERSTEIN (TITAN): One of the most significant drivers for the U.S. OTR tire market is the ongoing construction boom, creating strong demand for construction equipment and replacement tires. In the smaller OTR market, there’s also a significant increase in land clearing and debris removal, which is spurring demand for equipment like skid steers and other compact machinery. With the surge in the construction sector, opportunities for growth in the OTR tire market are being created as projects ramp up.
BESANCON (YOKOHAMA OFF-HIGHWAY): One of the most noticeable trends in the OTR tire market is the amount of information end users leverage to make more informed decisions about their tires. Tire tracking is becoming an increasingly common practice — it’s something everyone should be doing — and an indispensable tool for maximizing performance and understanding key metrics like cost-perhour, cost-per-ton and hours-per-32nd.
“The market remains clear in its demands,” says Bruce Besancon, vice president of marketing for Yokohama Off-Highway Tires America Inc.
As customers grow more reliant on data for forecasting their future needs, digital tools, like tire tracking software, will play a growing role in everything from budgeting to tire selection.
While telematics and digital tire tracking allow end users to access data immediately from anywhere, customers are also taking advantage of the institutional knowledge of their servicing dealer. Working with their dealers, customers are identifying tires optimized for their application and developing best practices they can use day in and day out to make the most out of their investment in tires.
KORF (YOKOHAMA TWS): The U.S. OTR tire market is experiencing several notable trends. The most obvious and impactful trend is the advancement of equipment. OTR equipment continues to grow larger, faster and more powerful with every new model release. Technological advancements, such as tire pressure monitoring systems and telematics, are also becoming increasingly common, allowing real-time monitoring of tire health, which enhances safety and operational efficiency. Sustainability is also a key focus, with manufacturers increasingly finding ways to use eco-friendly materials, reduce production emissions and develop tires that lower fuel consumption in harsh applications.
The physical demands placed on tires, combined with the steady rise in material and labor costs, are causing regular fluctuations in tire prices, impacting both the original equipment and replacement segments. Additionally, lower-tier tire manufacturers are gaining ground in the U.S. market, particularly in the replacement sector, by offering lower-priced options while promising top-tier performance. These trends suggest that the OTR tire market is evolving faster than ever, becoming smarter, more analytical, technology-driven, sustainable and competitive.
PHOTHISANE (ZC RUBBER): There will be less restrictions and policy change under President Trump. Less restrictions are good for the oil and gas industry and other industries affected by heavy restrictions.
MTD: What will the OTR tire market look like in 2025?
ESKOW (BKT): The OTR tire market is projected to experience significant growth through 2025 and beyond. This growth is driven by increasing demand from various sectors, including construction, mining, agriculture and industrial applications. The expansion of infrastructure projects worldwide, particularly in developing regions, is contributing to the rising demand for heavy machinery equipped with OTR tires.
Additionally, technological advancements in tire manufacturing, such as the development of durable and efficient tire designs, are enhancing the performance and lifespan of OTR tires, further propelling market growth.
Overall, the OTR tire market in 2025 is expected to be characterized by steady growth, driven by increased industrial activities, infrastructure development and technological advancements in tire manufacturing.
CRESTA (CMA): We have seen forecasts for growth over the next five years — roughly 5% annually with slightly higher levels in the mining industry. The strength of this segment should be something our dealers focus on for growth.
WERSTEIN (TITAN): The OTR tire market is shaping up to be optimistic. A lot of players have been holding off on tire replacements in recent years due to
uncertainty from the election cycle and economic inflation, leading to customers running their tires longer than usual. Under the (Trump) administration, Titan anticipates improved market conditions to allow for a more typical replacement cycle, leading to demand for new tires as customers upgrade their fleets.
BESANCON (YOKOHAMA OFF-HIGHWAY): While we can’t peer into a crystal ball and see the OTR market booming, we can say that we believe the market will see the same sustained growth going forward that it has over the past few years. The ongoing need for fuel and minerals provided by mining operations — particularly as the adoption of electric vehicles and the need for materials for advanced battery technologies escalate — and ongoing infrastructure projects should sustain both markets.
The big unknown looking ahead to 2025 is how the economy will grow over the next few months and if the tariffs proposed by the (new) presidential administration are enacted. Both will significantly shape the market in 2025 and beyond.
KORF (YOKOHAMA TWS): In 2025, the U.S. OTR tire market — specifically the replacement tire segment — will experience steady demand as aging fleets in mining and construction require more frequent maintenance and tire replacement. The trend toward larger tires for heavier machinery, especially in mining, will persist as companies aim to maximize efficiency and reduce operating costs. Technological advancements, such as tire pressure monitoring systems and telematics, will become more widespread and efficient, enabling real-time tire condition monitoring and reducing downtime for connected equipment.
The market will also likely undergo further consolidation, as larger manufacturers form strategic partnerships with equipment makers to offer integrated solutions. Additionally, the rise of emerging markets and the influx of inexpensive imported tires will continue to shape U.S. pricing strategies, particularly in the replacement segment. Overall, the OTR tire market in 2025 will be defined by technological innovation, sustainability and heightened competition to deliver our customers value
PHOTHISANE (ZC RUBBER): We expect another great year in 2025. We expect growth in construction, ag and mining for the next five years.
MTD: Are there any forward-facing trends and coming developments that OTR tire dealers should look out for?
ESKOW (BKT): The OTR tire industry is
undergoing significant transformations, with several forward-facing trends and developments that dealers should monitor. First of all (is) the rise of smart tires to enhance vehicle safety by improving automatic emergency braking systems, making them particularly valuable in industries where safety is paramount and generally, product innovations leveraging on improved durability and efficiency.
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This is explained by the global OTR tire market that is projected to grow at a CAGR of 4.9% through 2029, driven by advancements that enhance tire performance in demanding environments. There is a growing emphasis on sustainability, with research into biodegradable tires and the use of recycled materials. While challenges remain in balancing safety and durability, these developments reflect a shift towards more eco-friendly products. Also strategic acquisitions will reinforce business opportunities to streamline operations and can have a significant impact on market competition and product offerings.
This explains the need for dealers to stay informed about the above trends to adapt their inventory, services and business strategies accordingly, ensuring they meet evolving market demands and regulatory requirements.
CRESTA (CMA): TPMS technology that is now ubiquitous in passenger and light truck tires has also grown exponentially in the mining and port segments of our business. Air pressure and heat management are very important to the longevity of OTR tires in all applications and finding ways to offer information solutions to our customers will continue to be an opportunity for OTR tire dealers.
WERSTEIN (TITAN): One of the key forward-facing trends in the OTR tire market is the growing use of high-flotation ag tires ... for OTR equipment such as loaders and articulated dump trucks. This is especially
prevalent on projects where minimizing ground compaction is a priority, such as Army Corps of Engineers jobs or public land developments. These projects are increasingly moving toward flotation setups to protect the land and reduce the environmental impact.
BESANCON (YOKOHAMA OFF-HIGHWAY): In recent years, last-mile delivery — the phase where goods are delivered to their final destination — has dominated conversations on logistics, and construction is poised for a similar trend. Think of it as last-brick projects. Many projects aren’t starting from scratch in underdeveloped areas. Rather, they’re focused on the maintenance and repair of current infrastructure in confined areas and existing roads.
Last-brick applications require smaller equipment — like compact wheel loaders, motor graders and telehandlers — that can negotiate the tight confines of a developed area and work without damage. They also demand versatile equipment. For example, a telehandler may move material equipped with a fork one day and hoist personnel in a work cage the next. It takes a lot of equipment to do the work of the huge earthmoving machines found on underdeveloped sites, which means fleets will need lots of tires, particularly tires that help unlock the full potential of their equipment.
KORF (YOKOHAMA TWS): OTR tire dealers must prepare for several key
trends shaping the future of the market. The growth of electric and autonomous equipment in mining, construction and agriculture will drive demand for highly efficient, durable and consistently high-performing tires and servicing dealers. Sustainability will continue to be a focal point, with increasing interest in tire sustainability and recycling as part of the circular economy, offering cost-effective solutions while reducing environmental impact.
Additionally, the adoption of telematics and tire monitoring systems will rise, enabling real-time data on tire health and improving fleet management — an opportunity for dealers to leverage for more value-added services. To stay competitive, dealers must differentiate themselves by offering high-quality products, exceptional service, specialized solutions and unmatched customer care to meet the value expectations.
PHOTHISANE (ZC RUBBER): High interest rates and inflation affected purchasing decisions in 2024. We hope that interest rates will decrease in 2025. The market remains cautious with spending. There are several large projects in the pipeline. California is building a highspeed rail system and Washington, D.C. is expanding (its) public transit system. New York and New Jersey are building the Hudson Tunnel and expanding the subway rails. I’ve witnessed highway expansions across the major cities in Texas. ■
By
Madison Gehring
Noah Hickman, president of H&H Industries Inc., which is based in Oak Hill, Ohio, says his company has invested in a new OTR tire builder.
The dealership has been working on this investment for over a year and final installation came together, followed by training on the new piece of equipment, in late-2024.
Hickman explains that a builder is “basically the machine that puts new, uncured rubber onto a buffed casing. Our previous builder was purchased and installed in 2006 and has been a great piece of equipment.
“Over time, the advancements in OTR retreading naturally have grown leaps and bounds.
“Even though we have a secondary, newer builder that we use daily in conjunction with our primary machine, we felt that it was time to upgrade our older builder with all the bells and whistles that have become available.”
The new builder was bought through Central Marketing and can retread sizes from 1400/24 up to — and including — 53/80R63 and 53.5/85x57.
The machine has improved computer control panels with easier operation, hydraulic systems for hubs and an improved rubber rope conveyor system to reduce uncured rubber breakage. It also features two lasers for dual control measurements.
The lasers enable the builder “to calculate rubber thickness, width and overall diameter of the retread and make corrections on the fly, all while producing a retread that will give end users the best cost-per-hour results.
“With this new type of builder, our production will increase while eliminating operating errors.
“Naturally, we hope to serve our current partners with the best products pos-
‘Even though we have a secondary, newer builder that we use daily in conjunction with our primary machine, we felt it was time to upgrade our older builder with all the bells and whistles that have become available.’
Noah Hickman, H&H Industries Inc.
sible and are continually looking for ways to expand our operations,” he explains.
Including this newest builder that was installed in the fourth quarter of last year, H&H Industries has two computer-controlled strip wind builders.
Hickman says that this is one of the transitions that builders have made over time. “Over the decades, they’ve transitioned from a fully manual process to where they are today — almost 100%
computer controlled with precision rubber application.”
Hickman says the main reason for this new investment is to stay current with new technology in order to offer customers “unparalleled quality and performance in the field. We also look at methods to help our associates in our manufacturing process, while being able to offer our partners one of the faster turn times in our industry.” ■
Modern Tire Dealer has partnered with AG Tire Talk to provide answers to insightful questions that farm tire dealers have about farm tire technology. This is the next installment in our ongoing series, which is designed to help farm tire dealers better connect with their customers. A trending question, followed by answers, will appear in our Commercial Tire Dealer section every other month. For complete answers, click on www.agtiretalk.com.
QUESTION: What is rolling resistance and why is it an important consideration for fuel usage in transport mode? What are the main contributors to energy loss, how can a producer minimize it and what specific tire attributes help reduce it?
DAVE PAULK, manager, field technical services, BKT USA Inc.: Rolling resistance, also known as rolling friction or rolling drag, is the resistive force that opposes the motion of a rolling object over a surface. It primarily occurs due to the deformation of the tire and the surface it
rolls on. Smoother surfaces typically offer less rolling resistance compared to rough surfaces. Rolling resistance increases as torque and speed increase. This is why it is important to run proper air pressures in the field to reduce slippage (loss of efficiency) and gain fuel economy. It is equally important to run the correct air pressures on the road to reduce rolling resistance and minimize possible damage to the tires. Rubber is not a perfectly elastic material. The primary cause of rolling resistance is called hysteresis. This is the deformation of the tire that occurs under
a load because it doesn’t decompress as quickly as it compresses. As a tire turns under a load, it is continuously running through these cycles of compression and decompression. This generates heat and is a cause for rolling resistance. Tread compounding and tire construction can increase or minimize rolling resistance. There are different compounds used for different surfaces and various applications. The body construction of a tire is important depending on the application. Radials tend to run cooler on the road than bias tires. Radials
can run with more deflection and traction and less slippage in the field.
The tread’s thickness and shape affect rolling resistance. The thicker and more contoured the tread, the greater the rolling resistance.
Hybrid tires (lower void-to-ratio design) can be used with better results where highway usage is high, but you give up traction in the field.
Chevron- style farm tires give the best traction in the field, but have higher rolling resistance and rate of wear on the road. It all depends on where the tires are used and the application they are used in.
Rolling resistance is significant in transportation and engineering as it impacts fuel efficiency, energy consumption and overall performance of vehicles and other wheeled equipment.
GREG GILLAND, vice president, global agriculture, Maxam Tire North America Inc.: Rolling resistance is used to explain the physical reaction between two objects in contact acting against each other. In the case of all tires, but specifically in ag
tires, it is the force that acts against the forward motion that the tire must transmit against the ground when a forward force or engine power is applied. There are three forces that the ag tire must overcome to move the tractor in the working direction forward or in reverse. This is true in all tire applications:
• X Force is the forward or backward force to transmit the engine torque;
• Y Force is the lateral forces caused by the side-to-side forces as the tire deforms or achieves “plastic deformation” due to the air pressure required to carry the weight, in relation to the Z force or vertical load flexing;
• Z Force is the vertical force caused by the suspended load or vehicle load acting on the tire.
Unfortunately, farmers and growers cannot change the physical nor structural elements of their tires to overcome the “rolling resistance” that is inherent in any tire operation.
However, farmers can implement best practices to achieve improved tire performance and mitigate the impact of rolling resistance.
By inflating tires to the correct cold inflation pressure based on the axle load and required work speed, the tire can absorb the heat and overcome the hysteresis.
The right air pressure will minimize ground compaction and reduce the “plastic deformation” of the soil or ground.
The right air pressure will improve tire wear and reduce sidewall deflection, giving the optimum tire gross flat plate or footprint while minimizing hysteresis or rolling resistance.
The right air pressure will ensure the tire can transmit the forces necessary to overcome rolling resistance, allowing improved fuel efficiency and reduce tire slip.
The right air pressure will ensure greater productivity in the field, as the tire’s footprint and traction will deliver increased
traction, overcoming the rolling resistance required to work the field efficiently.
DAVID GRADEN, operational market manager, agriculture, Michelin North America Inc.: Rolling resistance, as it relates to agriculture tires, is far different from rolling resistance related to vehicles primarily working on hard surfaces. In general, rolling resistance is the main contributing factor for fuel consumption.
On both hard and soft surfaces, you’ll want to optimize your air pressures so as to maximize your fuel consumption but preserve the tread life of your tires at the same time.
For ag tires specifically, a higher pressure will produce a smaller footprint on the ground.
Of course, this will generate the best fuel economy — on the road.
When you enter a field, however, that same small footprint won’t roll over the soft soil very well and alternatively, it generates very poor fuel economy.
Historically, farmers and ag tire manufacturers, alike, have had to find a happy medium between the two: set the air pressures for the fastest speed the machine will run down the road and to carry the greatest weight it will operate in the field.
resistance, regardless of whether they are on drive axles or free-rolling ones.
Rolling resistance sounds simple at first, but it is actually a complex set of reactions between a tire and its environment — and the rules are different depending on whether you’re driving on soil, mud or pavement.
In the field, a farm tire encounters increased rolling resistance when it cre-
ates a trench and has to push soil out of its way to move forward, or when it slips as it tries to gain traction.
That means overinflated tires, narrow tires or tires with poor flotation encounter greater rolling resistance, especially in wet or soft soil. Your best bet for reducing rolling resistance in those conditions is maximizing flotation and traction.
That means operating at the lowest
James Crouch,
JAMES CROUCH, national segment manager — agriculture and forestry, Yokohama Off-Highway Tires America Inc.: Rolling resistance is the opposing force that a tire encounters as it tries to move forward. The more rolling resistance your tires encounter, the more energy is wasted trying to overcome it — your fuel consumption increases and your tires may build up heat. It is important to note that all tires encounter some amount of rolling
appropriate inflation pressure for your speed and load.
Choosing wider tires or duals is the next step, and mounting VF tires and operating them at the low pressures they’re capable of is the gold standard.
On the road, the situation is almost opposite. You want to reduce friction between the tire and the pavement with a smaller contact patch and less deformation in the tire — basically, more inflation pressure.
Tread pattern can also impact rolling resistance. Deep lugs with lots of space between them — just what you want for traction in soil — can increase rolling resistance on hard surfaces.
Many farmers are put in a bind by rolling resistance because they often have to operate extensively both in the field and on the road.
If you do a lot of both, VF radials and a central tire inflation system (CTIS) unit could be a worthwhile investment that pays off remarkably quickly in better performance, lower fuel bills and longer tire life.
‘The thicker and more contoured the tread, the greater the rolling resistance.’
Dave Paulk, manager, field technical services, BKT USA Inc.
You’ll get less soil compaction and be able to run more quickly on the road, too.
CHRIS NEIDERT, ag marketing, training and development manager for Trelleborg and Mitas Tires — North America, Yokohama TWS: The force that resists the motion of a body rolling on a surface is called the rolling resistance or the rolling friction.
As the tire and the ground are distorted, the tire sidewall flexes while the ground compresses, until both opposing forces become equal.
The tire’s rolling resistance therefore results from these two distorting movements, or energy loss.
Railroad cars have steel wheels. On the track, they encounter almost no rolling resistance because neither of the two components — the steel wheels or the steel track — undergoes any distortion, whatever the load in the car.
What tactics can a producer use to minimize energy loss? Running the correct air pressure will be a huge influence on rolling resistance and minimizing energy loss.
We at Trelleborg and Mitas are a huge proponent of running at field pressure and a road pressure.
(Imagine) two tire pictures depicting field pressure and road travel pressure. One picture (shows) field pressure and you can see the sidewall squatting.
This is because it is being operated at slow speed (5 mph) which enables you to run less air pressure to carry the load. When you get out on the highway you need to increase that air pressure. The higher air pressure at road speed helps the tire to not deform and it reduces heat buildup. The higher pressure reduces rolling resistance and energy loss. ■
By
Dennis McCarron
Tracking sheets were all the rage in 1995 in the tire and automotive industry. You came in early, grabbed all the tickets from the previous day and recorded all your sales by certain categories. It was an excellent, yet not exciting, task that over time taught you many things. Now, this process is largely digital and automatically generated.
I would like to review the proper management technique of using tracking sheets. This is critical if you want what’s on a point-of-sale report to show the numbers you want.
Tracking sheets are collection tools. They allow management to “see” what’s going on without trying to be everywhere at once. Not only do they help service advisors track their progress, they help inform managers or owners of what’s happening in a store when they aren’t there.
Tracking sheets put data into meaningful buckets so interested parties can see a picture in their mind of how employees are doing — that is, have an imaginary vision of what’s happening. Keep in mind, percentages are a far, far greater measurement than raw numbers. It really doesn’t matter if you tried to sell 100 alignments if only 10% of your customers bought one. About 25% of tire purchases get an alignment. Maybe you use a different percentage. That’s fine, as long as you use it functionally — as a percentage. Oil changes per car count, air filters per oil change — whatever you want to track is fine. Incorporating a percentage will help you understand your business at a far deeper level. It doesn’t even have to be a percentage number, as long as you are dividing one number into another and get a consistent quotient, like an average repair order.
When you are collecting data, you should focus on collecting it both accurately and efficiently. If it takes an hour to get a report together, that’s too long for a service advisor to spend on paperwork. They need to spend time advising customers. Collect quickly, accurately and without bias. It is what it is.
Now, let’s state what tracking sheets are not. They are not correction tools. Again, they help you see things you’d see if you could be everywhere at once, so you look for patterns. You do not make corrective decisions at this point. Percentages and other quotients tell management where to go looking for problems or anomalies. As a manager or owner, you should also understand that starting conversations with “the tracking sheet says...” is a great way to start a fight and not seek or secure buy-in on a behavioral change. Don’t hide behind a shield of “You aren’t doing your job.” That’s like telling an angry person to calm down — bad idea.
Starting a conversation with “I noticed something...” is much more powerful. And it’s even more powerful when it is said with a twinge of disappointment or sadness in your voice. If you then add, “Help me understand why you did it,” and then honestly listen, there’s a greater chance you can hash out some differences
It really doesn’t matter if you tried to sell 100 alignments if only 10% of your customers bought one.
Photo: Hunter Engineering Co.
‘Understand not just the answer, but where the employee is coming from. Does it make sense? Do they have a plan to correct it? Or is it always your plan that fails?’
and find common ground. A manager barking “Sell more alignments!” rarely gets the desired result.
If you’re stuck in a position where you can’t ever see the interactions or advising or repairs of the vehicle in first person, then you should dial down feedback assertiveness. You could start with, “I haven’t seen this myself, but the (insert poor performance standard here) on the tracking sheet is terrible. Why?”
When they give an answer, dig into it. Understand not just the answer, but where the employee is coming from. Does it make sense? Do they have a plan to correct it? Or is it always your plan that fails? If they don’t have a plan, tell them to think about it and get back to you in a specific time frame. Because they do the work, they should solve the problems around their work if they can. You simply approve the plan. That’s how it’s supposed to be!
“Oh, but that takes so much time!” they may say. So does doing something over and over again the same way, while expecting different results. Managers should only ever correct something in collection mode if someone’s safety is at risk or an employee is — hopefully unknowingly — about to break the law. ■
Dennis McCarron is a partner at Cardinal Brokers Inc., one of the leading brokers in the tire and automotive industry (www.cardinalbrokers.com.) To contact McCarron, email him at dennis@cardinalbrokers.com.
Randy O’Connor By
t’s easy to believe there’s a fast track or easy pass to the next level. Believe it or not, getting ahead is much more complicated than applying best-of-the-best-strategies. Best-in-class demands simplicity. Here’s my argument.
Simplicity, at its core, requires a significant amount of effort and careful consideration. We’ve all become really good at complicating things and we need to stop. So stop! If things are complicated, they get diluted with other complications.
We can choose what appears to be the more difficult road, which is the simple road — one that’s intentional and gets a desired outcome without negatively affecting anyone or anything else. Being a student of your craft —whatever that craft is — and then intentionally raising the bar is a must in order to elevate yourself above the rest.
It’s easy for us to view ourselves and the way we navigate each day based on the past. But let’s be real. The past is gone and today is for the taking. Sure, answering your dealership’s phone with true passion or dialing in on the perfect inspection for an oil change/rotation appointment isn’t as easy as it seems, at least when done at an extremely high level consistently. But that’s what it takes.
Taking your business to the next level improves the customer experience and that changes the game. If you’ve made someone’s experience different, you have made what I call “a pausable difference.” Your customers will literally pause and let you know you’ve done something fantastic. That’s game-changing. Regardless of your position, you have the ability to positively affect many lives each and every day. My argument is that if you excel within your role consistently, great things will come. If you go out of your way to ensure that the expectations of your role are well-surpassed, your customers’ expectations will be surpassed, as well. Isn’t that the goal? So let’s change that mindset. Your goal is to make customers so happy with their experience that a positive view of your business and our overall industry takes shape.
That’s a tall vision that we should be proud of. The truth is, very few consumers have a positive view of purchasing what we’re selling — and for very good reason. They compare tire and oil change service to other service retailers, like Starbucks and Instacart. We all know it’s not a fair comparison for a million reasons, but it is.
If you’re watching and listening to the popular view about us, it’s not that good. Most still view their experience as stressful, inconvenient, desensitized and something less than their basic expectations for their investment. Most people simply don’t appreciate our service to them. Therein lies a huge opportunity. Let’s pause for a moment and clarify why people buy. People buy because their perceived investment is less than the per-
ceived value of what they’re purchasing. The good news for all of us is there are very few who are delivering on that expectation.
I’m asking you to simply excel and to be the absolute best at what it is you’re paid to do — to invest in yourself and learn the skills of your trade, with true intentionality. I’m asking you to invest your time in training and to get certified as much as possible. I’m asking you to hold yourself and those around you to a knowledge and performance standard well above the competition and more importantly, well above your customers’ expectations.
‘Most people simply don’t appreciate our service to them. Therein lies a huge opportunity.’
Make sure customers can gladly and conveniently rely on you and your team to help them make the most out of their investment, whatever that looks like.
There’s only one magic bullet and that’s you. Start putting your effort and influence into your own outcomes.
I’m certain that you will change today and tomorrow for not just you and your business, but those around you. It’s time we all take ownership for the way customers see our industry and do something about it.
To clarify, I’m not calling anyone out for doing anything wrong. Most tire dealers aren’t doing anything wrong. They’re simply doing. In most cases, they’re doing what has been done before. We assimilate to existing cultures. We’ve all allowed ourselves — or have been allowed — to perform at a certain level.
That level to which we hold ourselves and those around us is what ultimately determines how satisfied our customers are with our service and ultimately how they view our industry.
You and I both know what an exceptional experience looks like. We’ve all felt what a game-changing experience feels like. It’s likely we can all identify the behaviors that made the experience game-changing.
So let’s change the game.
Let’s inspire, guide and motivate ourselves and each other to deliver such great service that our customers take a positive view of our industry. ■
Tire and auto industry veteran Randy O’Connor is the Owner/Principal of D2D Development Group (Dealer to Dealer Development Group.) He can be reached at randy@d2ddevelopmentgroup.com. For more information, please visit www.d2ddevelopmentgroup.com.
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Cole Strandberg By
s the new author of MTD’s monthly Mergers & Acquisitions column, I’d like to take a moment to introduce myself.
I grew up in the automotive industry. My parents started an automotive equipment business in 1988 and I always thought of it as my “big brother.”
When the opportunity to sell our family business came along, it felt a little strange — almost like selling a sibling. When the process began, I left my investment banking job to help and experience a transaction from the trenches.
It was during this time that I fully realized my passion for the automotive aftermarket, despite having been around it my entire life. We did sell and the outcome was great for everyone involved. I went back into investment banking, too.
Today, as a managing director with Focus Investment Banking, I help others sell the businesses they’ve built and nurtured — people who often treat their businesses as their family. My focus is the automotive aftermarket, which is full of incredible people and businesses.
With that out of the way, we all know that consolidation in the tire industry — including among tire dealerships — is nothing new. In fact, our industry is fairly advanced in its consolidation cycle. But merger and acquisition activity is set to accelerate further in the tire industry before it eventually slows. Why?
Private equity loves the automotive aftermarket and that includes tire dealers. I speak with private equity groups about the tire industry every week and the demand for high-quality, platform-level businesses has never been greater.
This demand comes from private equity firms, as well as public and private equity-backed consolidators who are eager to capitalize on the tire industry’s unique strengths. There are some other flavors, like search funds, independent sponsors and family offices circling the space, as well. There are more buyers today than there ever have been.
So what makes tire dealerships so appealing? First, there’s the industry’s recession resilience. Barring extreme circumstances like a pandemic that keeps people off the roads, replacing bald tires remains a consumer spending priority, even during economic downturns.
Second, the tire dealership business model is relatively immune to disruptions. Industries today face rapid upheaval. Artificial intelligence, for example, is disrupting sectors like software engineering, web design and coding. Electric vehicles are reshaping traditional car dealerships, while new direct-toconsumer models from manufacturers are putting that industry at risk. Even oil and lube — a mainstay of automotive service — has seen its future questioned. But tires? They’ll always wear out and they’ll always need replacing.
Another factor is the availability of executive talent. While the tire industry does face a technician shortage, consolidation has brought an influx of experienced leaders ready to scale businesses. This leadership pool makes the tire space particularly attractive to private equity firms looking for growth opportunities.
Finally, and perhaps most importantly, there’s the concept of multiple arbitrage.
Have you ever heard about an acquisition and thought, “How could they pay that much for that business?” The answer often lies in multiple arbitrage, which occurs when acquisitions lead to an overall valuation that exceeds the sum of the parts.
‘The tire dealership business model is relatively immune to disruptions.’
Here’s how it works. Imagine a single tire store generating $1 million in revenue at a 10% margin. At a valuation of 3x EBITDA, the store is worth $300,000. Now, imagine a five-store group that commands a 7x multiple due to its size and scale. If the group acquires that single store, its value increases —simply by becoming part of the larger platform. That same store, now integrated, might be worth $700,000. This value growth occurs before considering process improvements, synergies or economies of scale. Private equity firms see this opportunity and act — thus driving the wave of consolidation we’re experiencing.
The tire industry’s combination of recession resilience, a durable business model, strong leadership and the potential for multiple arbitrage makes it a favorite among private equity investors.
For tire dealers, this is good news. It means more opportunities to grow, scale or exit on favorable terms. Whether you’re looking to consolidate, partner with investors or prepare for a future sale, the market is rich with potential. For those willing to invest in growth, as well as the needed equipment and training to handle continued evolution in the vehicles our industry services, the future is bright. In fact, it’s likely brighter than it has ever been.
I’m thrilled to bring you insights like these in my monthly column for MTD and I look forward to exploring these and other topics further. Here’s to a bright future for you and the entire industry. ■
Cole Strandberg is a managing director with Focus Investment Banking’s automotive aftermarket team, specializing in mergers and acquisitions and capital raising for multi-location tire dealerships and automotive service businesses. Email him at cole.strandberg@ focusbankers.com
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LETTING FEAR STOP YOU FROM GROWING?
Craig Van Batenburg By
If I drove by your tire store in my pure electric car, what would I see that would make me slow down? If I needed service and looked on the internet, would your website draw me in? When I met you at a baseball game our kids were playing in, would your business card tell your story? What about the long-term viability of your business?
Don’t let others tell the story of who you are or what your business does. Think it over and make your plans that are true to you. Sure, consultants are helpful with the blind spots, but they don’t walk in the door early every day, wondering what the future will bring.
I created and ran an independent Honda repair shop from 1977 to 2004. We were full-service, including tires and alignments. After I learned what I needed to make a business work, I then stopped comparing myself and my business to others and made a concerted effort to focus on organic growth. The “soul” of the business was not crushed under the unrelenting pursuit of profit.
I learned some of my lessons the hard way by making some embarrassing mistakes. One lesson is the interaction between the customers and your staff is the glue that keeps your store friendly.
The topic of my column this month is barriers to offering electric vehicle (EV) service. I’d like to share a recent story. A Massachusetts-based shop was approved for a two-week electric vehicle class at my training center last year for free. The shop’s owner declined once her management group showed her the short-term cost of two-weeks’ pay and lost productivity.
I called her and listened to her explain why. I did not argue as she didn’t see the long-term value.
I started my shop at age 26. What did I know? My father, Raymond Van Batenburg, had a shop and used car lot in Ogden, Utah, where I lived until I was 12. I thought I would take over the family business, but that did not happen.
As a skilled motorcycle and automobile mechanic — remember, I worked on Hondas — I learned at a young age that advancements of better, faster and cleaner cars will never stop. If you have “false evidence appearing real” (FEAR), you may be missing your EV moment.
That morning when you wake up and enter into the unknown of EV service, the risk you were unwilling to move into is no longer stopping you. I believe that in 2025, more EVs will be built and sold. Old ones will get traded in and their owners will be looking for tires and more.
We all know the definitions of an “entrepreneur,” right? Lately, the definition has changed from what it was in the 1960s. Here’s the latest one: “A person who organizes and operates a business or businesses, taking on greater than normal financial risks in order to do so.”
Will you go out of business if you take in EVs? Craig Van Batenburg doesn’t see that happening.
Ford Motor Co.
‘If you have false evidence appearing real (FEAR), you may be missing your EV moment.’
Note the words “greater than normal financial.” It no longer just says “risk.” Now it defines “risk” as only money. There are many risks that come with owning any business. Your risk could include your social standing with those who see electric cars and trucks as a political issue. Another could be the reluctance of your staff or technicians to embrace EVs. Yet another could be friends who don’t understand where the future is going as they live in a new world that has changed and they want it to be 1980 again. All of these are risks that can create FEAR.
Will you go out of business if you take in EVs? I can’t see that happening. In today’s climate, I see the shops we work with are busy and making a good profit. The shops that have added hybrid and EV service are even busier and more profitable. ■
Craig Van Batenburg is the CEO of Van Batenburg’s Garage Inc., dba Automotive Career Development Center (ACDC), which is based in Worcester, Mass. A 50-year automotive service industry veteran, Van Batenburg provides training for facilities that service — or want to service — electric and hybrid vehicles. For more information, see www.fixhybrid.com or email him at craig@fixhybrid.com.
‘SHIFT TO PRICEPOINT IS REAL FOR US’
Joy Kopcha By
Point S USA dealers celebrated a big highlight reel from 2024 during the group’s annual members meeting.
The cooperative added another record number of stores — 83 — during the year. And those stores helped the group increase overall tire unit sales by 23% in 2024.
Over a five-year period, Point S USA unit sales have increased by 44%.
But last year’s increase wasn’t driven only by new storefronts. Same-store unit sales were up 7% for the year.
“Our unit growth was fantastic,” said Point S USA CEO Walter Lybeck. “Dollar growth — a little softer. Shift to pricepoint is real for us, for sure.”
That shift is what drove sales for the first nine months of 2024. It was clear consumers were seeking budget-friendly tires. But Point S made an aggressive move with its marketing promotions to steer consumers back toward higher-tier tires and specifically tires from its four “platinum” vendors and brands: Falken, Nokian, Hankook and Nexen. (For 2025, Toyo has joined this group as the fifth platinum brand for Point S dealers.)
Instead of each of those brands having its own promotion at a single point during
time. Additionally, Point S also offered its first multi-day Black Friday promotion. (These were passenger and light truck tire promotions. Those units account for about 65% of all units sold by Point S dealers in the U.S.)
“We can’t be good partners if we’re just moving units from one vendor to another,” Lybeck said. “We are better partners for our vendors if we can grow units together.”
The efforts worked. By the end of the year, unit sales of those platinum brand partners increased 8%.
Joe Moore, vice president of purchasing for Point S, said, “In a year that was tough for tier-one (and) tier-two manufacturers, where tier-three was what was growing, we feel very good about what we did with our partners. We think we did a good job growing with them.”
Moore said all 405 Point S stores sell and focus their efforts around at least one of those platinum brands. That means each promotion was relevant to every dealer, whereas in the past if one brand offered a special but it wasn’t a brand that a particular dealer included in his or her product screen, both the dealer and tire manufacturer missed out on sales opportunities.
Lybeck said these multiple-brand promotions could even open the door to a dealer selling a few tires from a brand outside of his or her normal lineup — and perhaps having success with it.
Clint Young, president and chief operations officer for Point S USA, said the joint promotional work “makes it an even playing field.”
The success in units and sales came as Point S USA crossed a major threshold in its ongoing work to grow into a national retail player in the U.S. market. With the addition of 83 stores — notably including the 50-store addition of Peerless Tyres by Gills Point S — the cooperative crossed the 400-store threshold in 2024.
And the group is ahead of schedule to reach its goal of 500 stores by 2028. When it set that goal, the cooperative knew it needed to add 40 stores a year.
the year, Point S USA convinced all four brands to combine their promotions. That meant each quarter, instead of one brand offering a rebate, discounted price or some other kind of bonus, all four brands offered the same promotion at the same
Lybeck said, “So 405 stores is — wow. When we put the (goal of ) 500 (stores) out there, we didn’t know about Gills’ ambition and where they were going to be. We just put it out there because we needed to grow. It wasn’t, ‘Hey, let’s do this because it’s ambitious.’ It was ‘We need to be more relevant in this industry.’” ■
‘Black to
OF ROOM
The Benton family highlighted their core values and what it takes to run a family-owned tire business at the recent Black’s Tire Service Inc./ BTS Tire & Wheel Distributors meeting in Myrtle Beach, S.C.. (From left to right, Rick Benton, Cody Benton, Ryan Benton, Ricky Benton, Trey Benton, Jeremy Benton and Cole Benton.)
Photo: MTD
“We embrace new perspectives we can learn from and hear their experiences,” said Ryan. “But the other downside to that is that our culture can become diluted because you have so many different ideas and different things you want to emphasize.”
This is why the Bentons emphasized their dealership’s strengths, which include relationship-building and communication, according to Jeremy.
Rick told MTD that Black’s Tire Service’s business was “flat” in 2024.
“It was a tougher year and usually looking back over time, many — if not most — election years are always more difficult,” Ryan explained.
Madison Gehring By
As it rounded out its 95th year in business, Black’s Tire Service Inc. and its wholesale division, BTS Tire & Wheel Distributors, went “Black to the Basics” at its 2025 leadership and management conference in Myrtle Beach, S.C., which took place Jan. 18-20.
MTD had the opportunity to sit down with multiple generations of the Benton family to discuss the event and what 2025 looks like for the company.
Rick Benton, who directs BTS Tire & Wheel Distributors, says they chose the event’s theme because of all the changes that have happened in the business environment in the last few years.
“What we are having to deal with in our stores and in our operations take up a lot of our time and we wanted to get back to the basics and the simple things,” said Rick Benton. “Business is not that complicated, but we (can) make it that way.
“It’s basically just bringing everyone
together and getting back to the (dealership’s) core values.” said Rick, whose brothers, Ryan Benton, manager of Black’s Tire Service’s retail business, and Jeremy Benton, leader of Black’s Tire Service’s commercial tire business, agreed.
“The simple thing is nothing happens without action. We can talk about it and tell you how good we are, but there’s truth in what you do.
“We thought it was a good time to regroup and come back to our own good thing.”
Black’s Tire Service and BTS Tire & Wheel Distributors are filled with Benton family members. Not only do the three Benton brothers run the three divisions of the company, but Rick’s three sons — Trey, Cody and Cole — are also gaining traction within the business.
Ryan Benton said that Black’s Tire Service and BTS Tire & Wheel Distributors have been “blessed” to partner with a lot of other family companies and merge “friends and customers” into one firm.
When asked about how each of their markets did — retail, commercial and wholesale — all three brothers agreed that customers are trading down in both tiers and prices.
Rick noted that the quality of lesser-tier consumer tire products has improved — also true on the commercial and retread side.
“This year (marked) the biggest increase in quality, as far as a curve, that I’ve ever seen,” Jeremy said.
Inflation also was a major factor in business last year, according to Ryan, who added that Black’s Tire Service has locations in some rural areas where many businesses have merged and consolidated, which has had a negative impact.
For 2025, Jeremy said the Bentons expect to see more positive trends. “But I don’t think there will be a slowdown in consolidation in our industry,” said Ryan.
Black’s Tire Service sees a huge opportunity for independent tire dealerships even though some of the biggest players in the U.S. tire dealership space have merged with some of the other biggest players.
“I do think the economy is going to be getting stronger,” said Ryan. “Inflation has slowed tremendously and we’re excited. There’s lots of room for growth in our business.” ■
More than 850 people attended K&M Tire Inc.’s recent meeting in Columbus, Ohio. The event included a trade show with 42 vendors, plus 11 seminars and other activities. K&M Tire is celebrating its 55th year in business.
Photo: MTD
Mike Manges By
K&M Tire Inc. is making investments today that will position the wholesale-distributor and its customers for continued success.
That was one of the key messages relayed by K&M Tire’s management team to the hundreds of tire dealers who attended its annual conference and trade show, which took place last month in Columbus, Ohio.
The theme of this year’s K&M Tire meeting was “Shaping the Future: Tomorrow Starts Today.”
Gene Bova, K&M Tire regional program manager and one of the event’s featured speakers, provided an overview of growth initiatives that the Delphos, Ohio-based company successfully completed in 2024.
These include the acquisition of Lancaster, Pa.-based K&W Tire Inc., the addition of two tire brands, upgrades to three of K&M Tire’s distribution centers, enhancements to K&M Tire’s Mr. Tire/ Big 3 Tire associate dealer programs and other endeavors.
Finalized this past September, the addition of K&W Tire “has allowed us to enhance our capabilities in the Northeast,” said Bova.
The acquisition also brought two of K&W Tire’s tire brand offerings, Cooper and Mastercraft, to K&M Tire, while at the same time adding 80 dealers who participate in the Cooper Medallion program to K&M Tire’s network of customers.
“We’ve expanded both outer edges of our geographic region,” Bova told attendees.
In addition to facilities in Connecticut, Massachusetts, New Hampshire and Pennsylvania, K&M Tire has distribution centers in Colorado, Illinois, Iowa, Kansas, Michigan, Minnesota, Nebraska, New Mexico, New York, North Dakota, Ohio, Oklahoma, South Dakota, Texas and Wisconsin for a total of 40 warehouses that serve customers throughout 31 states.
Bova also provided attendees with an overview of K&M Tire’s logistics operations. The company currently runs 384 delivery routes, including 125 that deliver
twice a day. In total, K&M Tire delivery trucks cover around 24.5 million miles a year.
He emphasized that K&M Tire will continue “to embrace the things that got us to where we are. We’re going to be proactive in our roles and we’re going to be innovative — working with you and our vendor partners to deliver what you want.”
Evolving K&M Tire’s Mr. Tire/Big 3 Tire associate dealer programs will be a big part of that. (Mr. Tire and Big 3 Tire “are identical programs,” Bova said.)
New for 2025 are exclusive Mr. Tire/ Big 3 Tire same-day digital consumer rebates so end users won’t have to wait for rebate gift cards to be mailed to them after the purchase of qualifying tires.
Also new are consumer financing options through Koalifi and Synchrony.
In addition, K&M Tire officials discussed details of the Mr. Tire road hazard program; enhancements to the Mr. Tire parts program, which includes 10 major parts suppliers and provides amplified rebate kick-backs; and more.
This year’s K&M Tire event featured 11 seminars. Jon Zurcher, K&M Tire executive vice president, discussed succession planning during his presentation.
Zurcher told attendees that when he thinks of succession planning, he thinks about “leadership. Who’s going to lead your company? I also think of succession planning in terms of the business itself and ownership of that business.
“The smoothest transitions (of ownership) happen when the current owner of the business has identified at least one — if not multiple people — as potential successors,” he said.
Loudan Hammersmith, K&M Tire’s agricultural tire sales manager, discussed trends in ag tires and farming.
“There are fewer farmers and fewer farms and less land being farmed” than decades ago, he told attendees. However, farmers will be confronted with the need to produce more as there will be a 60% increase in demand for food throughout the world by the year 2050, he noted.
To help boost farmers’ productivity, ag tire technology will continue to develop, said Hammersmith. ■
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The tire pressure monitoring system (TPMS) monitors the pressure of each tire and warns the driver when either a low tire pressure condition or TPMS malfunction exists. The TPMS will display the conditions through the Instrument Panel Cluster (IPC). There are two TPMS systems available for this vehicle, a Base and a Premium system. The Base system only uses a TPMS telltale (audible chime), and non-positional text messages to indicate low pressure or system fault conditions. The Premium system uses all the available functions of the Base system as well as the Electronic Vehicle Information Center (EVIC) located in the IPC to display the actual tire pressure values (or dashes when a sensor error has occurred) for each of the active road tires in the correct vehicle position. After a tire rotation, the system auto locates the tire location and displays its pressure readings at the proper location in the EVIC.
When tire pressure is 7-8 psi below the specification listed on the label, the system emits the TPMS chime, illuminates the low tire pressure warning light and displays the pressure of the four active tires in the EVIC display when equipped with the Premium system. If a system fault is detected, the warning light will flash for 75 seconds, then remain on continuously. Dashes will take the place of the pressure reading if a sensor is not correctly operating. A five-sensor system is available for vehicles with a full-size spare wheel. The TPMS system uses four or five tire pressure sensors designed for mounting in place of a traditional tire valve. The tire pressure sensor includes a stem that looks similar to a standard
stem. The sensor body, located at the bottom of the stem contains a sensor, a processor, a transmitter/receiver, and a non-removable coin battery that lasts up to ten years. If the battery fails, the sensor must be replaced.
The horn will chirp once when the correct recommended cold placard pressure value is reached. The horn will chirp three times if the tire inflation pressure has exceeded the recommended value by a preset percentage and will continue to chirp three times every time the tire pressure increases by a preset percentage and the alert mute timer has expired. The horn will also chirp three times if the tire is deflated below the recommended cold placard pressure by a preset percentage and will continue to chirp three times every time the pressure decreases by a preset percentage and the alert mute timer has expired. The TFA system will include an alert mute time between horn chirp alerts. The mute timer will begin immediately after any user alert is provided. Any further user alert cannot be provided during this mute time.
When the TPMS sensor detects the vehicle is not in motion and that the tire pressure has changed from the last transmitted value by a specified value, the sensor will enter TFA mode. The TPMS sensor can enter TFA mode on either an inflation or deflation pressure change since the last transmitted pressure value. The sensor will transmit an environment data code once it has entered TFA mode to indicate to the receiver module that the sensor is in TFA mode. Refer to the TPMS sensor performance standard for the environment data code that indicates the sensor state. Once in TFA mode the sensor will monitor and transmit the pressure as specified in the sensor performance standard.
The Radio Frequency Hub (RFH) controls the TPMS indicator lamp bulb check. The bulb check is repeated at every transition of the commanded ignition switch status message event from OFF to ON. With a Premium TPMS, the IPC will display the pressure values transmitted for all four active sensors in vehicle position. An under-inflation condition will cause a text message to be displayed, an audible chime to sound and the tire pressure indicator lamp to illuminate. The audible chime will occur once per ignition cycle for the first “warning” detected. When an under-inflation condition is detected and sent in the tire pressure indication request message, the IPC will turn the TPMS indicator lamp ON and the lamp will remain ON until the low tire pressure condition is corrected. When an under-inflation condition occurs for a Base TPMS, a low tire pressure text message will be displayed. When an under-inflation condition occurs for a Premium TPMS, a low tire pressure text message may be displayed or low tire pressure text messages including the location of the low tire may be displayed. In the IPC the pressure value of the tire that is low will change to a different color until the low-pressure condition is corrected. For monotone display screens, the pressure value of the tire that is low will be highlighted until the low-pressure condition is corrected. The tire pressure display screen will remain displayed indefinitely or until another display screen is selected. If more than one low tire pressure condition exists, the pressure value of each tire that is low will change colors or will be highlighted.
Controller Area Network (CAN-C) inputs: TPMS chime request; Tire pressure indication request; TPMS localization status; TPMS hazard ash; Tire location for each wheel; Tire pressure for each wheel; Front tire maximum load in ation pressure; Rear tire maximum load in ation pressure; Base TPMS present; Premium TPMS present; and TPMS con guration.
e RFH is an integrated receiver (base station) in the vehicle that interfaces with the Remote Keyless Entry (RKE) fob using both RF Radio Frequency and LF (Low Frequency). e RFH contains the controlling logic for the Passive Entry Keyless Go (PEKG) feature, and the Keyless Ignition Node (KIN) lighting. e RFH communicates on the CAN-C bus as well as a dedicated K-line with the KIN. e RFH is also hard wired to the vehicle’s door handles and multiple LF antennas for purposes of providing PEKG functionality. e RFH is connected to a fused B(+) circuit and has a path to a clean ground at all times. ese connections allow it to remain functional
regardless of the ignition switch status. Depressing a button on an RKE or FOB transmitter, prompts the RFH to wake up and transmit on the CAN-C data bus.
e RFH receives the following:
CAN-C Inputs: Vehicle con guration data; Transfer case status; Ambient Air Pressure; Current gear selected; Wheel pulse counter from each wheel; Vehicle speed; Odometer; System voltage; Commanded ignition switch status; Ignition run active for remote start; Averaged ambient temperature; and Month, day, and year.
RF Inputs: Right front tire pressure sensor; Right rear tire pressure sensor;
Le front tire pressure sensor; Le rear tire pressure sensor.
e RFH provides the following:
CAN-C Outputs: TPMS chime request; Tire pressure indication request; TPMS localization status; TPMS hazard ash; Tire location for each wheel; Tire pressure for each wheel; and TPM horn chirp.
CAN-IHS Outputs: TFA status enabled or disabled.
One tire pressure sensor is mounted to a valve stem in each wheel in place of the traditional tire valve stem. Each sensor has an internal battery. At the time of battery failure, the sensor must be replaced. e TPMS system operates on a radio frequency of 433 MHz. e tire pressure sensor valve stem looks similar to a standard valve stem with the tire mounted on the wheel. To visually identify a tire pressure sensor/valve stem, the valve stem cap is longer than a standard valve stem. e TPMS sensors are designed for original style factory wheels. It is not recommended to install a tire pressure sensor in an a er-
market wheel. ( is could cause sealing and system performance issues.)
e valve stem caps and cores used are speci cally designed for the tire pressure monitoring sensors. e valve stem cap has a special seal inside to keep out moisture and corrosion. e valve stem core has a special nickel coating to protect from corrosion. e wireless sensors transmit tire pressure information at a frequency of 433 MHz. e tire pressure sensors send a tire pressure sensor value every 64 seconds when the vehicle is in motion and approximately every 13 hours when the vehicle is not in motion. e sensors also transmit a unique ID code to di erentiate the sensors from those on nearby vehicles. When a sensor is installed in a tire on the vehicle, the RFH can automatically identify the sensor and its location during the rst ensuing drive cycle. Identi cation will take approximately 20 minutes, but the speed of the vehicle must exceed 15 mph. e Kit, TPM/RKE ANALYZER 2046300080 can also be used to program the new sensor identi cation number in the RFH.
e RFH is used to receive the radio signals from the tire pressure sensors and sends the relevant values to the other modules through the Controller Area Network-Chassis (CAN-C) and Controller Area Network-Interior High Speed (CANIHS). e RFH module identi es the sensor position, receives the sensor data, compares the pressure data with the standard pressure values stored in the non-volatile memory, determines whether there is a problem in the tire pressure and stores the warnings regarding tire pressure and system faults. e RFH uses the RF Data from the TPMS sensor and the vehicle traction control module wheel speed data to determine the location of each tire pressure sensor. When a sensor is installed in a tire on the vehicle, the RFH can automatically identify the sensor and its location during the rst ensuing drive cycle. Identi cation will take approximately 20 minutes but the speed of the vehicle must exceed 15 mph. e Kit, TPM/RKE ANALYZER 2046300080 can also be used to program the new sensor identi cation number in the RFH module. e sensor identi cations (IDs) can also be programmed using a Scan Tool. Some models of the vehicle are equipped with Tire Fill Alert (TFA) sys-
tem. It is designed to provide feedback to the customer, while in ating one or more of the vehicle’s tires. e TFA system will only support in ating one tire at a time. e system is intended to inform the customer that they have reached the correct manufacturer’s recommended cold placard pressure in ation value. e system will provide a visual alert, through use of the vehicle’s hazard asher lights, to inform the customer that they have entered the Tire Fill Alert mode. Once in Tire Fill Alert mode, the system will provide an audible alert to the customer through use of the vehicle’s horn. When the TPMS sensor detects the vehicle is not in motion and detects that the pressure in the tire has changed from the last transmitted pressure value by a pressure value as speci ed in the TPMS sensor performance standard, the sensor will enter TFA mode. e sensor can enter TFA mode on either an in ation or de ation pressure change from the last transmitted pressure value.
e tire pressure sensor, the valve stem, and all valve stem components including the cap and the valve core can be serviced and replaced individually.
When demounting or mounting the tire on the wheel, follow the tire changer manufacturer’s instructions while paying special attention to avoid damaging the pressure sensor.
• Raise and support the vehicle.
• Remove tire and wheel assembly and demount the tire from the wheel. Replace the valve stem (3) assembly with each tire change or when the tire is removed from the wheel.
• To remove the sensor (1) from the valve stem (3), remove the tire pressure sensor screw (2) as shown in Fig. 1.
• Remove the valve stem (3) from the wheel.
Any time a sensor is to be reinstalled in a wheel, a new valve stem assembly must be installed to ensure airtight sealing. When installing a NEW valve stem assembly, do not install it with the sensor attached. When installing a new valve stem, soapy water solution should be used for proper installation to the wheel.
• Wipe the area clean around valve stem mounting hole in wheel. Verify the surface of wheel is not damaged.
• Position the valve stem (1) into the wheel mounting hole with the flats (2) at a 90-degree angle to the wheels lip, then pull through to seat with a standard valve stem installation tool, as shown in Fig. 2.
• Install the sensor to the valve stem by aligning the ats in the sensor to the ats on the valve stem in Fig. 3. When demounting or mounting the tire on the wheel, follow the tire changer manufacturer’s instructions while paying special attention to avoid damaging the pressure sensor.
• Install the tire pressure sensor to the valve stem, then install and securely tighten the tire pressure sensor screw (2).
• Mount the tire on the wheel and install tire and wheel assembly on the vehicle.
• Adjust air pressure to that listed on tire in ation pressure placard provided with vehicle (usually on driver’s side B-pillar). Verify the original style valve stem cap is securely installed to keep moisture out of sensor.
• Remove the support and lower the vehicle.
• Perform one of the following to make the system learn the new sensor ID: Use the Kit, TPM/RKE ANALYZER 2046300080, with a scan tool to program the Radio Frequency (RF) hub with the tire pressure sensor ID. is is part of the TPMS diagnostic veri cation test. Drive the vehicle for a minimum of 20 minutes while maintaining a continuous speed above 20 mph. During this time, the system will learn the new sensor ID.
If a sensor can’t be trained, refer to the appropriate diagnostic information. ■
Information for this column comes from the tire pressure monitoring systems data in ProDemand, Mitchell 1’s auto repair information software for domestic and import vehicles. Headquartered in San Diego, Mitchell 1 has provided quality repair information solutions to the automotive industry since 1918. For more information, visit www.mitchell1.com.
ATD launches Ironman All Country MT-X
American Tire Distributors Inc. has launched its Ironman All Country MT-X all-season mud-terrain tire. The new tire builds on its predecessor, the All Country M/T, which was launched in 2012. New All Country MT-X tires are available to order, with a rolling launch throughout the fi rst quarter of 2025. Key features of the new tire include hook-shaped center tread blocks and interlocking tread design elements for off-road traction, a square profi le and wide tread width for handling and stability, an open shoulder design with self-cleaning elements and more. The All Country MT-X will be available in 22 sizes, fi tting wheels ranging from 15 inches to 22 inches in diameter.
AMERICAN TIRE DISTRIBUTORS INC. www.ironmantires.com
Bridgestone expands winter line with Blizzak 6
Bridgestone Americas Inc. has launched its new Blizzak 6 performance winter tire designed for sedans and sports cars. The tire features Bridgestone’s ENLITEN technology and will come in over 38 sizes, ranging from 17-inches to 22-inches.
ENLITEN technology gives the tire long-lasting performance and even wear. The tire features optimized pattern stiffness and high-density sipes for winter traction and a directional tread pattern and even contact for a sporty, responsive drive. The Blizzak 6 is replacing older tires in the Blizzak line: the LM-25, LM001, LM-32 and LM005. It will be available in May 2025.
BRIDGESTONE AMERICAS INC. www.bridgestonetire.com
Hankook adds to Dynapro line
Hankook Tire America Corp. has added the Dynapro evo AS to its Dynapro line. The new high-performance, all-season tire was designed for vehicles in the luxury SUV category and it is engineered with performance-oriented, on-road SUV drivers in focus. The tire is made for year-round performance and has an optimized groove design and contact patch to eliminate “acute corners from the tread’s lateral grooves, providing quiet comfort and enhancing mileage and even wear,” say Hankook officials. The new Dynapro evo AS is available in 26 sizes, ranging from 19 to 22 inches.
Nokian Tyres Inc. has unveiled the Nokian Surpass AS01 all-season ultra-high performance tire. The new tire is built with puncture-resistant Aramid fi ber sidewalls and more silica in its compound. Its tread pattern is designed for responsive braking, while the outer shoulder pairs with a dedicated outer rib for high performance cornering. The Surpass AS01’s solid center rib has three-dimensional siping for responsive handling and grip. Wide circumferential grooves help the tire glide through wet conditions, while also providing responsive braking and handling on slick roads. The UHP tire comes with a treadwear warranty of 55,000 miles and will come in 65 sizes for wheels that range from 16 inches to 21 inches.
NOKIAN TYRES INC. www.nokiantires.com
Petlas introduces Peaklander A/T
Petlas Tire Corp. has launched its latest all-terrain tire, the Peaklander A/T. The new tire is designed to deliver balanced performance both on and off the road and is 3-Peak Mountain Snowfl ake-certifi ed. Other features of the Peaklander A/T include an optimized tread design for smooth transitions across a wide range of surfaces, reinforced sidewalls to protect against cuts, mud and stone ejectors.
PETLAS TIRE CORP. www.petlas.com
rolls out Open Country R/T Pro
HANKOOK TIRE AMERICA CORP. www.hankooktire.com
Toyo Tire U.S.A. Corp. has launched its new Open Country R/T Pro, an onand off-road rugged terrain hybrid M/T tire. The Open Country R/T Pro is designed to tackle dirt, sand, mud, rocks and snow, according to Toyo officials. It features a three-ply sidewall and big shoulder lugs and was designed with an advanced tread design for traction and performance. The R/T Pro features an aggressive tread pattern, including omni-directional-shaped tread blocks, increased void ratio and lateral grooves to provide improved traction in snow and mud. The tire will launch with an initial 50 sizes and load combinations to fi t wheels ranging from 17 inches to 24 inches in diameter, up to 42-inches in overall diameter.
TOYO TIRE U.S.A. CORP. www.toyotires.com
