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Tread wear and price trump fuel economy Even green car owners are overlooking low rolling resistance tires By Ann Neal
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he U.S. Department of Energy says up to 15% of fuel consumed by a car is used to overcome a passenger tire’s resistance to the road. Studies by Green Seal Inc., a nonproft environmental standard development and certifcation organization, show low rolling resistance tires can reduce fuel consumption by 1.5% to 4.5%. Yet consumers shopping for replacement tires tend to focus on longevity and price rather than fuel efciency. “Rolling resistance is a non-factor on choosing tires,” says Doug Eichten, tire and service advisor at Schierl Tire & Service Center in Marshfeld, Wis. “Guests seem to be hesitant to buy into the rolling resistance or the fuel economy. “When I talk with a guest about lower rolling resistance and fuel economy, it seems to just go past them. Fuel-efcient tires account for less than 2% of our sales, and that is overstated because the sport utility fuel-efcient tire, the Goodyear Assurance CS Fuel Max, is a beter value than the regular tire in the sizes they are sold in.” Ironically, Prius owners seem to care the least. Eichten estimates less than 1% of his Prius customers are concerned with fuel economy when buying replacement tires. “Most of them are more concerned with how many miles they are going to last.” Schierl Inc. does business as Schierl Tire & Service Center in six Wisconsin cities. Eichten says the team leaders at all six of the company’s retail locations are in agreement: Few customers want low rolling resistance tires despite their fuel-saving advantages.
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