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Photo: Best-One of Bowling Green
Mike Manges By
HA ‘fluid’ situation TARIFFS AND THE 10 BIGGEST TIRE EXPORTERS
ardly a day seems to go by without the word “tari s” popping up in some headline or news report.
In late-August, a U.S. Court of Appeals for the Federal Circuit based in Washington D.C., in a 7-4 decision, declared that President Donald Trump does not have the authority to impose sweeping tari s based on the 1977 International Emergency Economic Powers Act. (Plainti s included several small businesses, plus Oregon, Colorado, New York, Vermont and eight other states.)
In response, the Trump administration appealed to the U.S. Supreme Court, which will begin hearings next month.
Readers of MTD have rolled out — or are formulating — their own strategies to mitigate the impact of tari s. (Turn to page 40 of this issue to learn more.)
How will tari s, if enacted, a ect full-year import numbers? at remains to be seen. For example, the Trump administration has applied a 50% tari to India, a major exporter of ag and OTR tires to the U.S.
MTD’s 2026 Facts Issue, which will arrive in your mailbox this January, will present full-year import shipment unit estimates — broken out by the biggest exporters in three categories (passenger tires, consumer tires and medium truck tires) — and the percent of change, if any, versus prior-year numbers.
I thought it might be interesting to list the 10 biggest exporters — by country, not company — of consumer (passenger and light truck tires) to the U.S. during 2024, plus the tari s that have been imposed upon them. ese are the latest rates, as of press time, and were announced on July 31:
ailand (proposed tari rate: 19%): As reported in the 2025 MTD Facts Issue, MTD estimated that 50.5 million consumer tires — both passenger and light truck — were shipped from ailand to the U.S. in 2024, an 18.6% year-over-year jump.
Mexico (proposed tari rate: 25%): An estimated 25.1 million consumer tires were shipped from Mexico to the U.S. last year, up 2.4% from prior-year levels.
Vietnam (proposed tari rate: 20%): Vietnam boosted its estimated consumer tire exports to the U.S. in 2024, jumping 18.1% year-over-year to an estimated 20.7 million units.
Indonesia (proposed tari rate: 19%): Indonesia’s total, estimated number of consumer tire shipments to the U.S. during 2024 totaled 15.2 million units.
Canada (proposed tari rate: 35%): Similar to Indonesia, Canada’s estimated consumer tire exports to the U.S. didn’t
change a great deal between 2024 and 2023, declining just 3.1% to 13.8 million units.
Cambodia (proposed tari rate: 19%): Cambodia generated the biggest ramp-up of consumer tire shipments to the U.S. in 2024: 12.4 million, up a whopping 73.1% versus prior-year totals.
Japan (proposed tari rate: 15%): Japan shipped 10.5 million consumer tire units in 2024, down 6% year-over-year.
South Korea (proposed tari rate: 15%): South Korea experienced the biggest, year-over-year drop in units — nearly 25% — in 2024, shipping an estimated 10.2 million tires to the U.S.
Philippines (proposed tari rate: 19%): e number of consumer tires exported from the Philippines to the U.S. in 2024 increased by 15.7%, coming in at around 5.8 million estimated units.
Chile (proposed tari rate: 10%): In 2024, Chile shipped an estimated 5.6 million consumer tires to the U.S., down 4.6% versus 2023.
ailand, Vietnam, Japan, Canada, Cambodia, India and South Korea are also among the 10 biggest exporters of medium truck tires to the U.S., based on units. e three others were China, Spain and Brazil. ailand remained the biggest medium truck tire exporter to the U.S. e tari situation remains “ uid,” as the saying goes. What are you doing in preparation? We’d love to hear from you. ■
If you have any questions or comments, please email me at mmanges@endeavorb2b.com.
Dealers are formulating their tariff mitigation strategies. Photo: 2123124996 | halbergman | Getty Images
ModernTireDealer.com
DIGITAL RESOURCES FOR THE INDEPENDENT TIRE DEALER
Stay tuned to MTD’s podcast!
The Modern Tire Dealer Show is available on Apple Podcasts, Spotify, iHeart Radio, Amazon Music, Audible and MTD’s website.
Sign up for Modern Tire Dealer ’s eNewsletters to receive the latest tire news and our most popular articles. Go to www.moderntiredealer.com/subscribe
Tire manufacturers were among the 600-plus exhibitors who displayed products at last month’s Farm Progress Show in Decatur, Ill.
Following the leaders
The messages from — and about — executives and particularly those from tiremakers, have been in sharp focus as of late, as tire dealers are eager to learn what their tire partners have in the works for the future. Of course, September always brings with it the wise words from another MTD Tire Dealer of the Year, too, and Ken Langhals shared plenty of them in our cover story from last month.
1. Goodyear to replace Americas President Ryan Waldron
2. Michelin CEO discusses market, dealers and more
3. ATD to distribute Nokian tires
4. Ken Langhals is MTD’s 2025 Tire Dealer of the Year
5. Tire company CEOs sound off on the market
6. Photos: 10 tires at the 2025 Farm Progress Show
7. SRNA discusses plans for Dunlop
8. Telle Tire continues expansion
9. Photos: Sailun unveils new tires at Traction Tour
10. Podcast: A tire technician and the service call he almost didn’t survive
DIGITAL EDITION
Check out MTD ’s digital edition at www.moderntiredealer. com/magazine Like us Facebook: facebook.com/ModernTireDealer Follow us X: twitter.com/MTDMagazine
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MTD READER ADVISORY BOARD
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Printed in the USA. Copyright 2025 Endeavor Business Media, LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopies, recordings, or any information storage or retrieval system without permission from the publisher. Endeavor Business Media, LLC does not assume and hereby disclaims any liability to any person or company for any loss or damage caused by errors or omissions in the material herein, regardless of whether such errors result from negligence, accident, or any other cause whatsoever. The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. The publishers do not warrant either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions by the authors of said articles.
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Industry News
‘2025
has been an exciting year’
MICHELIN CEO DISCUSSES MARKET, DEALERS AND MORE
Matthew Cabe, CEO of Michelin North America Inc., discusses demand, distribution, tariffs, how Michelin feels about its dealers and more in this interview.
“We do 100% rely on our independent dealer network to be able to do what we do,” says Matthew Cabe, CEO of Michelin North America Inc.
Inc.
MTD: Can you bring us up to speed on Michelin North America’s business so far in 2025? What have been some of the company’s accomplishments and challenges?
Cabe: 2025 has been an exciting year. We’ve had the opportunity to bring to market a lot of interesting and really elevating innovations. You’ve surely heard about what’s happening in the truck and bus space and the fact we’re now bringing (out) a lot of our offerings, which were good and have been leading. But now, we’re bringing out products that are really resetting what the expectations should be of those customers. 2025 is a year where we’re bringing to the market a lot of new innovations and that’s exciting for us. That’s where we like to be — in a place where we continue to innovate.
MTD: In June 2025, Michelin announced it was ending its relationship with American Tire Distributors Inc. (ATD), a significant devopment. What’s been happening since then, in terms of supply
and distribution through other wholesalers? What role does NTW (National Tire Warehouse) play in the distribution of Michelin products?
Cabe: First of all, I’ll say that ATD is a company with great people and we appreciated working with them for a very long time. Now, with our distribution approach, we have new partners we’re leaning into. NTW plays a role in that, but they’re not alone. We have different wholesalers that we’re working with and distribution partners that help us get the product to market. I would say that today our focus is 100% on how we make sure our product is available for the dealer when they need it and where they need it. It’s a real preoccupation of mine and something I spend a lot of time on. It’s something we’re pushing every single day — to make sure we’re getting better and better at that. And I would say, right now, the way we measure it, we’re doing pretty well. We have room to grow and we will continue to push. I’m not happy until every time they call, they can get it. But we do measure it and we’re making good strides. It’s an area where Michelin has progressed significantly over the course of the last five years. We’ve invested a lot in our IT systems to make sure that we understand where our products are and to better forecast where the products need to be. We talk a lot about on-shelf availability. Do we have four tires sitting in the right location and when one of our dealers calls and asks for it, do we have it? How do we make sure that we give them access to it and in an efficient way is one of the areas where we’re really focused today.
MTD: Talking about the retail customer, with mergers and acquisitions continuing at the retail level and to a lesser degree, the wholesale level, does this create some challenges or opportunities for Michelin?
Cabe: In distribution, I would go back to what I said a second ago. What we try to do is look across the whole network. What
we’re able to do today that we weren’t able to do five years ago is to map the network and to look at where’s the need, where are our products and even using some advanced simulation tools and other tools to be able to understand what’s the velocity in a particular D/C and how do we make sure to get the product there, so that it can be serviced to the retailer. That’s where our focus is right now: how do we balance this, so that we can have the availability? That’s where I’d come back to: making sure that we can deliver at the highest level of efficiency.
MTD: What’s your assessment of the TBR and PLT tire markets in the U.S.? What has demand been like? What are you hearing from your customers?
Cabe: In the PLT market, we would say that it’s resilient. It’s continuing to grow at about the same pace as we’ve seen in prior years. It’s kind of steadily moving on at about 1%. We do see consumer behavior kind of shifting a little bit from what we have seen in the past. Consumers are holding onto their cars, which gives us an opportunity to bring them something maybe that they weren’t expecting. It gives us an opening there with the Defender2 product that we have out, the CrossClimate2 product that we have out and the other different options that we have for those consumers. Hopefully, we can bring something to them that will meet and exceed all of their expectations.
On the TBR side, it’s very different, I would say, for the fleets and what they’re experiencing. But it gives us great opportunity again to be able to showcase how we can help fleets save money and how we can help them really be able to maximize every dollar they spend towards the tire category. We’re designing tires that can last for a million miles and four retreads. That’s our aspiration and with that, we’re certain that we’re going to be bringing to (fleets) opportunities that they didn’t have before, that can help them to be able to save money in one their highest categories of spend.
Photo: Michelin North America
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Industry News
MTD: You mentioned retreading. How’s Michelin’s retreading business in the U.S. doing?
Cabe: Retread is an opportunity for us to showcase sustainability and I think there’s even more opportunity there today than there has been in years past. We know the Michelin casings have a significant value because of all that innovation. People respect the Michelin casing. And I think we have an opportunity there to do even more with that.
It’s a sustainability play because we’re reusing that casing and all the energy and the design work that went into that. We’re able to bring to the market retreads that have longevity and are really secure and safe. I think we have an opportunity to lean even heavier into the retread space. In Michelin, we like to talk a lot about ‘people, profit and planet’ and somewhere along the way, we decided to talk about the fact that people times profit times planet is the right formula. That’s because we need each of those to be positive in order for what we’re doing to be positive, all-around, and to be sustainable. Retread is an option where we can really bring great innovation to the fleets ... and the ‘planet’ aspect is really a step above a new tire, especially as we’re able to get more and more longevity out of that product. So I think retread is a place we can lean into even more and we probably should ... to have the opportunity to get the maximum out of those products.
MTD: Last year, I attended the Michelin Sustainability Summit. One statement that was made at the event is that Michelin’s goal is to produce tires with 100% renewable and recyclable materials by the year 2050. What kind of progress is Michelin making along those lines?
Cabe: We’re not backing away from that commitment. We’re leaning into that commitment. We have to continue to create new technologies in order to get there, so we can unlock more opportunities. Recyclable materials are our goal. In IMSA (International Motor Sports Association) and in motorsports, in general, we have the opportunity to kind of push the boundaries and see what we can do in the harshest conditions. And we’re going to push even further this year than we ever have and test and be able to
learn from those conditions. So we’re still continuing on the path — 100% devoted to that — and I think we’re continuing to find new opportunities to be able to unlock new levels.
MTD: I want to talk about some of the other B2B products in MNA’s portfolio, specifically ag and OTR. What impact do you see tariffs potentially creating in the OTR and the ag tire market?
Cabe: I think the demands are really high today in OTR, specifically. Construction is up and there’s a lot of real demand. What we’re trying to do is deliver the best product there, with the durability (customers) need and make sure we continue to innovate in that space. I think there’s great opportunity because that space is moving quickly. And in the ag space, we are very much focused on ... enabling farmers to be able to maximize their productivity on the land that they have. That’s where we’re focused today.
MTD: You’ve been CEO of Michelin North America for nearly a year. From 2017 through 2021, you served in a number of marketing leadership roles within the company’s consumer tire business. Aside from what we’ve already discussed, what are some of the main differences you see in the North American market now versus then, looking at it from your current vantage point?
Cabe: Especially in 2017, 2018 and 2019, we had much less of what I would call a complex environment. It was kind of predictable. We knew what was coming. It may have been complicated, but it wasn’t so complex. We could understand what was coming and could make good, solid plans. Today, we find ourselves in a situation that’s very complex and week after week, month after month, the entire environment around us is changing. It causes us to need new competencies. What we talk a lot about with our team is, ‘How do we become more and more agile? With that polar star of bringing innovation to market, how do we make sure we adapt to what’s going on around us, (while) staying true to our core principles and our foundation of respect for people and who we are, as a company?’ We’re clear about that, which, by the way, opens us up to be able to be agile because we know where we’re
headed ultimately. What I see today is the need for agility and our focus on being able to adapt much quicker than we did in the past.
MTD: One trend we’ve noticed over the last four to five years, certainly since COVID-19, is the gravitation of consumers toward what you may call tier-three or tier-four tires. Less-expensive brands are in high demand right now — maybe at the expense of some more expensive products. How is Michelin positioning its products and brands in light of this? Certainly, you have the BFGoodrich brand and you have the Uniroyal brand, in addition to your flag brand.
Cabe: I think that our responsibility in that space is to bring to market new innovation. That’s what draws the consumer to the premium products ... by us delivering something that has the value to it that the consumer is ready to spend their money on. And that’s where we focus our effort: how do we continue to unlock new products, like all-weather products, or (as) we talked about, our one million-mile casing? How do we elevate, so that the value we provide is at the right level and we pull consumers into that?
MTD: What can we expect to see from Michelin North America during the rest of this year and next year? Any messages for your dealer/distribution network?
Cabe: I think what you’ll see out of us in 2025 and 2026 is a continual push for new products to come to market. You’ll continue to see us ramping up and delivering new products, so expect to continue to see that and us to be delivering on our promises. What I would say to our dealer network is first, thank you. We do 100% rely on our independent dealer network to be able to do what we do. We couldn’t do what we do without them and so (we’re) incredibly appreciative for how they position our products, for how they tell the Michelin story to the consumer and are able to share with them the value that we’re bringing. It is not lost on me at all how important the dealer network is to supporting our ambition because they are the ones in front of the consumer. And I’m very, very appreciative of the effort they put into that — on our behalf and on the consumers’ behalf. — Mike Manges
Bites
Ostrander joins Nokian
Nokian Tyres Inc. has hired Chris Ostrander as senior vice president of North America. He replaces Lauri Halme, who moves to a senior vice president role with Nokian’s Vianor business. Nokian also has hired Matt Leeper as vice president of sales. Leeper shares that title with Tommi Heinonen. The two will oversee the tiremaker’s partnerships with customers and its sales processes in the U.S. and Canada.
Telle Tire expands
Webster Groves, Mo.-based Telle Tire & Auto Centers is continuing its expansion with the recent acquisition of Burnett Automotive, which is based in Manhattan, Kan. Burnett Automotive was founded in 1964 and has nine stores that serve the Manhattan and Kansas City markets. This gives Telle Tire 19 locations in Kansas and the Kansas City market.
Benton receives award
Ricky Benton, president of Black’s Tire Service Inc., recently received the Order of the Long Leaf Pine, the highest civilian honor in the state of North Carolina. It is presented to people “who have a proven record of extraordinary service” in the state. Recipients are considered an honorary ambassador for the State of North Carolina.
Colony Tire creates ESOP
Colony Tire Corp. and its Atlantic Tire Distributors business have transitioned to 100% employee ownership via an Employee Stock Ownership Plan (ESOP). The decision to pursue an ESOP began more than a year ago with Colony Tire’s founder, the late Charlie Creighton.
Sun Auto Tire grows
Sun Auto Tire & Service Inc. has made acquisitions in Arkansas and North Carolina. Jackson Auto Worx operates in the Winston-Salem, N.C. , area. Hindsman & Son Tire and Service is in Russellville, Ark.
TIA adds four to Hall of Fame
Tomo Mizutani, former chairman and CEO of Nitto Tire U.S.A. Inc., and Mike Joines, co-founder of Tire Rack, are among the new inductees into the Tire Industry Hall of Fame.
“Our 2025 inductees embody the spirit of innovation and service that de nes the tire industry,” says Dick Gust, CEO of the Tire Industry Association (TIA). “ eir contributions have improved safety, expanded opportunity and shaped the way we do business worldwide.”
Mizutani, also a former chairman and CEO of Toyo Tire Holdings of Americas Inc., “has devoted more than 33 years to the U.S. replacement tire industry, leaving a profound and enduring impact. Under his leadership, Nitto Tire U.S.A. Inc. grew from near bankruptcy to nearly $1 billion in annual revenue,” according to TIA o cials.
Mizutani, former chairman and CEO of Toyo Tire Holdings of America Inc. and Nitto Tire U.S.A. Inc., is among the inductees into the TIA Hall of Fame for 2025.
Photo: Nitto Tire U.S.A.
“Through innovative marketing strategies and enthusiast-driven product development, Tomo rede ned how consumers connect with tire brands, elevating Nitto into a household name with over 13 million social media followers. He was also instrumental in advancing gender equity at Nitto, culminating in the historic appointment of the tire industry’s rst female CEO.
“His contributions have been recognized beyond the industry, with honors such as the International Citizen Award from the Japan Society of America” and others. Joines “transformed how consumers buy tires,” according to TIA o cials. As a co-founder of Tire Rack, “he pioneered one of the industry’s rst e-commerce platforms in the 1990s, giving consumers the ability to research, compare and purchase tires online with con dence.
“Under his leadership, Tire Rack became a trusted source for both everyday drivers and performance enthusiasts. Joines emphasized customer education through detailed tire testing, video reviews and technical data — setting new standards for transparency and service.
“Even a er Tire Rack’s acquisition by Discount Tire in 2021, the company continues to re ect Joines’ vision of innovation, customer trust and industry leadership.”
Other inductees to the Tire Industry Hall of Fame this year include Tom Klinge, co-founder of Australia-based Klinge Group of Companies, and Peggy Fisher, former president, TireStamp U.S. operations.
“Tom Klinge is a globally respected pioneer in the OTR tire industry, admired for both his technical innovations and lifelong dedication to safety,” say TIA o cials.
“As co-founder and managing director of the Klinge Group of Companies, president of the Australian Tyre Dealers & Retread Association and a longtime supporter of TIA, Tom advanced tire service standards worldwide.”
During her career, Fisher, who served as TIA’s president in 2007, “created comprehensive tire and wheel maintenance programs and training that signi cantly improved eet safety and technician training.
“Her leadership extended through her work with the Technology & Maintenance Council, where she co-developed the Radial Tire Conditions Analysis Guide.”
TIA also has awarded its Friend of the Industry honor to Maryland Delegate Kevin Hornberger, “a key champion in helping launch Maryland’s Rubber Modi ed Asphalt project, a groundbreaking initiative that incorporates recycled scrap tires into pavement,” say TIA o cials.
“ e Friend of the Industry Award recognizes well-known individuals who are allies and proven supporters of the tire industry.”
Honorees will be “acknowledged during the 2025 Global Tire Expo-Powered by TIA, held in conjunction with the SEMA Show, Nov. 4–7, in Las Vegas, Nev.”
Tomo
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Bites Ryan Waldron leaves Goodyear
VIP named WishMaker
VIP Inc., dba VIP Tires & Service, has received the 2025 WishMaker Award from Make-A-Wish Maine, honoring the company’s longstanding partnership with MakeA-Wish. Since first partnering with Make-A-Wish in 2008, VIP Tires & Service has contributed more than $1.6 million to the charity.
1-800EveryRim adds D/C
1-800EveryRim OEM Wheels has completed move-in at a second warehouse near its original facility in Santa Fe Springs, Calif. The company now maintains an inventory of more than 40,000 reconditioned and used factory-original steel and alloy wheels.
Rebate for Hercules
American Tire Distributors Inc. is offering a fall rebate to consumers with the purchase of select Hercules-brand tires. The offer is good through the end of October on purchases of sets of qualifying tires.
Continental plan turns 10
Continental Tire the Americas LLC is celebrating the 10th anniversary of its Total Confidence Plan, a comprehensive program designed to give drivers confidence beyond the point of purchase. The Total Confidence Plan includes a limited warranty, flat tire roadside assistance and other perks for drivers.
BKT earns Cat honors
Balkrishna Industries Ltd. has earned Caterpillar Inc.’s “Excellence Level” recognition for the fourth year in a row. BKT has been supplying tires for Caterpillar since 2015.
Stellar wins award
Garner, Iowa-based Stellar Industries has won the Mason City Globe Gazette’s Employer of Choice Award. Employees nominated the company for the recognition, which honors businesses based in Iowa.
Ryan Waldron, president of the Americas business unit at Goodyear Tire & Rubber Co., has left the company.
Waldron, a 20-plus-year Goodyear veteran, is being replaced on an interim basis by Marcelo Toscani, president of Goodyear’s Latin America operations, according to a filing with the U.S. Securities and Exchange Commission.
Waldron was promoted to the leader of the Americas in April 2024 following the retirement of Steve McClellan.
He joined Goodyear in 2003 and had served in several roles in finance and supply chain in the company’s tire business, including that of vice president of the company’s global off-highway tire business and later president of Goodyear’s consumer business in North America.
ATD to distribute Nokian tires
American Tire Distributors Inc. (ATD) will distribute Nokian brand tires in Nokian’s first-ever, nationwide distribution agreement.
a 22-year veteran of Goodyear Tire & Rubber Co., who was president of its Americas business, has left the company.
The newly forged arrangement gives Nokian “access to ATD’s extensive network, which includes more than 110 distribution centers across the United States serving approximately 80,000 customers,” say Nokian officials.
A new distribution agreement gives Nokian Tyres access to ATD’s network of 110-plus distribution centers and 80,000 customers in the U.S.
“The relationship allows ATD to supply tire shops more efficiently than ever with Nokian Tyres’ full lineup of all-season, all-weather, all-terrain and winter tires, allowing dealers to deepen or expand their product offerings.”
“The relationship with ATD supports our strategy to establish national distribution of our extensive Nokian Tyres product portfolio,” says Nokian Tyres Senior Vice President Chris Ostrander.
“By capitalizing on our local manufacturing capacity in Dayton, Tenn., Nokian Tyres can support ATD’s network with our quality products, expanding the distribution of our premium brand.
“The partnership with ATD enables us to reach more tire shops and more drivers than ever before. ATD’s robust distribution network, customer service and responsiveness strengthen our agility to serve both new and existing customers.”
“We’re excited to welcome Nokian Tyres to the ATD portfolio,” says ATD CEO Ira Silver.
“This addition reflects our ongoing commitment to providing our customers with access to the most trusted and forward-thinking brands in the industry.
“Nokian Tyres’ dedication to quality and sustainability aligns perfectly with our values and the evolving needs of today’s drivers,” says Silver, who became CEO of ATD earlier this year.
Waldron,
Photo: Goodyear Tire & Rubber Co.
Photo: MTD
Numbers ThatCount
Relevant statistics from an industry in constant motion
18
Number of the 25 largest commercial tire dealers in the U.S. that operate 100 or more service trucks.
Source: 2025 MTD Top Commercial Dealers List
Photo: McCarthy Tire Service Co.
7.8%
Share of auto repair shops that listed nding quali ed and responsible technicians as a top concern for 2025 and beyond
Source: IMR May 2025 survey
1175888628 | FG Trade |
340.2 MILLION
Total U.S. tire shipments currently projected for 2025
Source: U.S. Tire Manufacturers Association
Photo: MTD
2,400
Brands that exhibited at the 2024 SEMA Show
Source: SEMA
Photo: MTD
72.7%
Share of the total U.S. freight weight that was moved by trucks in 2024
Source: American Trucking Associations
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John Healy By
RTire sellout makes more gains
TIER-ONE BRANDS ARE MAKING HEADWAY
etail sellout trends were up again in August and the results were firmer than what independent tire dealers reported in July. Our check-ins with tire dealers showed average sellout increases of 1.6% in August, compared to 0.8% in July. The monthly numbers are also better than the second-quarter average, which trended flat to slightly down.
NO REGION LEFT BEHIND
In a twist from the recent norm, every region we surveyed saw flat or positive volume trends. Tire dealers in the Southeast reported the strongest numbers, up a moderate 3.1%. When thinking of the summer selling season, we’d label sellout as firm, with positive sellout percentages in June, July and August.
After three positive months, September offers a 1.1% comp from a year ago. The turn of seasons typically brings the question to mind of whether consumers need to replace tires before winter. From our view, it appears the summer drove slight increases in consumer tire replacement.
A MILES DRIVEN MYSTERY
We know miles driven correlates to tire usage and wear. But looking at miles driven over the last month, trends were down low-single digits in August and that follows a low, single-digit decline for all of the second quarter. Our Miles Driven
Momentum Index registered a 1.1% yearover-year drop in August and that follows a 3.6% decrease in July.
We continue to see miles driven trends that remain ahead of pre-pandemic levels and we expect to continue to see flat to slightly elevated trends against healthy comparisons from a year ago.
The costs associated with raw materials also dropped in August — falling a combined 7.1% for the month. This follows an average decline of 4.3% in the second quarter. If pricing of the components needed to build a tire would hold steady, it would equate to a 6.1% decrease in costs year-over-year in the third quarter. It would also amount to a 1.8% sequential drop from second-quarter prices.
Natural rubber costs and oil prices both fell by double digits in August — 16.9% and 15.5%, respectively. (We note our index includes stable prices for tire fabric/cordage due to a lag in reporting.)
STEADY REPLACEMENT DEMAND
Dealer commentary suggests consumer demand for passenger and light truck replacement tires was positive on a net basis, when compared to August 2024. Not quite half of our independent tire dealer contacts — 44% — saw positive demand trends in August, which is on par sequentially from the positive demand trends in July.
Consumer deferment and trade down remain consistent themes, as they have all
‘Demand for tier-two brands bottomed out during the month of August.’
summer. Mild weather and low precipitation levels allowed consumers to either further postpone their tire purchases or opt for lower-tier options.
We saw healthy demand for low-cost, tier-three brands, but dealers did point to increasing trends for premium, tierone tire brands in both July and August. Demand for tier-two brands bottomed out during the month of August, which hasn’t been the case since April.
MIXING UP THE MIX
Our recent survey of tire dealers indicates tier-three and tier-one brands were most in demand from consumers in August. This marks the seventh month in a row that tier-three tires have been the most in-demand segment.
Tier-one brands took hold of second place in our demand rankings for backto-back months — July and August — and that hasn’t happened since April. Tier-one moved up into second place after being at the bottom of the chart in June.
We believe this is all a sign that consumers are still balancing the questions of quality and price. Volatility in these rankings is normal and for the decade-plus of our surveys, tier-two tire brands were the historic leader of the pack. Usually, tier-two products are where consumers find that sweet spot balance of cost and performance. ■
SOURCE: NORTHCOAST RESEARCH ESTIMATES
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.
QUALITY ALWAYS WINS
Every tire gets balanced. What are you using? Choose the perfect weight. Choose Perfect.
All-weather tires aren’t just for W
snowy markets
VERSATILITY AND PEACE OF MIND ARE STRONG SELLING POINTS
By Joy Kopcha
hile all-weather tires have become a popular, winter-friendly alternative in many markets, they are designed for more than the occasional snow urry or slush-covered surface.
eir year-round capabilities provide stability in rain and an extra ounce of safety when drivers encounter unpredictable weather and road conditions. MTD asked tiremakers to talk about this growing segment, while focusing on the three other weather seasons.
MTD: All-weather tires are well known in areas that receive snow. But how should tire dealers in winter-less markets position and sell these tires to consumers?
BRANDON STOTSENBURG, vice president of the automotive division, American Kenda Rubber Co. Ltd.: Discuss the tires as four-season tires and focus on the primary performance concerns for the local market.
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All-weather tires
e Kenda Vezda Touring 4S tire has a tread compound speci cally designed to perform across a wide range of temperatures and a tread design which is exceptional in wet conditions. Many markets across North America are seeing high volumes of rain in short periods of time during several seasons, including winter and summer. is tire is designed for these conditions with the added bene t of strong performance in harsher winter conditions as well.
KEITH CALCAGNO, chief sales o cer, American Tire Distributors (ATD): Even in markets without snow, all-weather tires can be positioned as a “peace-ofmind upgrade” for consumers who face unpredictable conditions. Dealers should emphasize:
• Rain and wet traction: Advanced tread compounds and siping improve grip in heavy rain and reduce hydroplaning risk.
• Year-round safety: Stress the ability of all-weather tires to maintain exibility across a wider temperature range, which means better braking and handling in both hot summers and chilly mornings.
• A one-tire solution: ey are an option for drivers who don’t want to switch tires seasonally, who travel occasionally to colder climates, or prefer more versatility.
BILL DASHIELL vice president of product marketing, American Paci c Industries Inc. (API): Tire dealers will want to focus on the overall performance, convenience and bene ts of all-weather tires over other tire types. All-weather tires are more versatile than all-season tires, providing improvements in wet traction and dry stability, enhanced braking performance, and o er better handling compared to standard all-season tires. All-weather tires provide excellent performance in warm weather, wet and even challenging winter conditions.
MICHAEL MATHIS, president, Atturo Tire Corp.: All-weather tires should not be solely considered for markets which have regular snow. Even in a market like Texas, every winter has days with below-freezing temperatures. An all-weather type tire will have better traction in these conditions. In the case of the di erent Atturo
models which fall under the all-weather category, they are intentionally designed to have tread patterns which do not look like a winter tire. e aesthetic of the tire is appealing to drivers in any climate. In fact, we sell them just as well in pure warm weather climates as those in colder areas.
IAN MCKENNEY, senior product manager, Bridgestone Americas Inc.: For tire dealers in markets with little to no snow, the key to selling all-weather tires as an applicable option to drivers should be to highlight (the) versatility. We’ve learned through our research that it’s important to be careful when positioning all-weather tires by not leaning too heavily into snow performance. If dealers do message winter performance too heavily, it won’t resonate with, for example, drivers in the South where all-weather tires could still be a great option even if they don’t encounter much snow. It’s understandable why many still do lean into winter performance when selling allweather tires, though. In the past, when all-weather tires rst entered the market, many tradeo s existed in order to achieve snow performance and 3-Peak Mountain Snow ake (3PMS) certi cation. Today, however, modern advancements in tire technology have greatly minimized the tradeo s once required to achieve winter capability. For example, you can have an
ATD’s Keith Calcagno says tire dealers should position all-weather tires as “all-season plus” and a “smarter, safer upgrade.”
All-weather tires are designed to handle the heavy rains that are falling in short periods of time across several seasons, says American Kenda’s Brandon Stotsenburg.
Photo: American Kenda Rubber Co. Ltd.
Photo: American Tire Distributors
The Gladiator Armor 4S All Weather tire is available in 43 sizes for passenger cars, CUVs, and SUVs, plus a Transit tire covers four sizes for light trucks and commercial vans.
Photo: American Pacifi c Industries Inc.
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All-weather tires
all-weather tire with 3PMS certi cation without sacri cing ride comfort, noise, wet performance and wear life. As a result, drivers can now get the best of both worlds, enjoying year-round performance with a quiet, comfortable ride and the added assurance of a 3PMS certi cation should they need it. e snow capability should be positioned as a bonus, while the broader message is that all-weather tires are the next evolution of all-season tires.
ELIAS NOGUEIRA RODRIGUES , product manager for touring and passenger OE tires, Continental Tire the Americas LLC: Tire dealers in non-winter markets should focus on the bene ts of all-weather tires that are relevant to their climate. is includes emphasizing their superior wet braking and balanced performance on dry and wet roads, (while) also providing a smooth and comfortable ride.
JOSHUA BENSON, vice president, First Choice Sourcing Solutions: All-weather tires are not only built for light snow, but also built for all four seasons, including rain and summer weather — providing peace of mind year-round.
DAVID POLING, vice president R&D and technical, Giti Tire (USA) Ltd.: All-weather tires are o en thought of as a tire only for snowy areas; this is untrue. Our current technology takes advantage of silica, advanced polymers and resins to provide a better balance between wet, winter and treadwear performance. Current generation all-weather tires, like Giti’s WeatherSmart, provide wet traction with the added bene t of snow performance that quali es for a 3-Peak Mountain Snowflake (certification), meeting the industry standard for severe snow service.
JIM REESE, director, category strategy and planning, Goodyear Tire & Rubber Co.: In winter-less markets, tire dealers can position all-weather tires as a premium, all-conditions solution for drivers who want added con dence in unpredictable weather. ese tires generally o er enhanced wet traction, improved handling in cooler temperatures and peace of mind during weather changes like sudden downpours or cold snaps — without the need to switch tires seasonally.
“Tire dealers in non-winter markets should focus on the benefi ts of allweather tires that are relevant to their climate,” says Continental’s Elias Nogueira Rodrigues.
Photo: Continental Tire the Americas LLC
3-Peak Mountain Snowfl ake certifi cation "is the key differentiator for all-weather versus all-season," says Joshua Benson, vice president, First Choice Sourcing Solutions.
Four years of sales data shows that California, Texas and Florida are among the non-winter states with top all-weather tire sales for Bridgestone Americas.
Bridgestone Americas Inc.
Giti’s David Poling says, “Dealers need to be aware of the advantages offered with all-weather lines and their enhanced all-season performance.”
First Choice Sourcing Solutions
Giti Tire (USA) Ltd.
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All-weather tires
Goodyear’s all-weather offerings include the Goodyear Assurance WeatherReady 2, and the Cooper TractionCommand tire (pictured.)
Photo: Goodyear Tire & Rubber Co.
RANDY TSAI, senior vice president, Greenball Corp.: Dealers in “winter-less” markets do have opportunities to sell and market all-weather tires. Here are some opportunities:
• Dealers in areas within driving distance of winter markets or winter sports. e California coastal areas are a prime example. Heading east of California’s heavily populated coastal areas are several mountain ranges within a day’s drive where many California residents go for skiing and snow boarding. Many of these snow enthusiasts who travel regularly to the mountains seek out 3PMSF tires for their vehicles for the added safety and performance in snow conditions, but still need daily drivability.
An all-weather tire offers “versatility and confi dence in unpredictable weather conditions,” says Hankook’s KC Jensen.
Photo: Greenball Corp.
Greenball’s Randy Tsai suggests dealers educate customers on the 3-Peak Mountain Snowfl ake designation. “Many consumers do not know the 3PMSF rating exists or the advantages it provides.”
• Areas where there are shi ing climate changes. We have seen certain areas of the U.S. now experience more inclement weather during the winter months. For example, areas in the mid-south including Texas have seen severe inclement weather during the winter season the past few years. Ice, heavy rains and occasional snow are creeping into some of these areas. All-weather tires would be bene cial to dealers and consumers in these areas as well as anywhere severe winter weather is now possible. e exibility and added security of all-weather tires for consumers living in these areas that are subject to unexpected severe weather conditions would add great peace of mind to consumers who may have had bad experiences.
• Overlanders, van-life enthusiasts and road trippers. Overlanding and van-life enthusiasts have exploded in popularity since the COVID-19 pandemic. e idea of going “o the grid” and going anywhere you want and living out of your vehicle is a new passion and hobby for millions of Americans now. And the classic American road trip remains deeply ingrained in Americana and continues to be a cherished tradition for American families. ese three groups of consumers who are likely to travel far and wide are prime target markets for dealers to market all-weather tires.
DAVID WANG, managing director, Gripmax Tires Inc.: In regions where snow and ice are not common, all-weather tires should be positioned around their
Gripmax Tires Inc.
versatility and convenience rather than winter capability. Dealers can highlight bene ts such as year-round performance without the need for seasonal tire changes, strong wet-weather grip and safety during heavy rain, storms and cooler conditions, and peace of mind for travelers who may occasionally drive into colder regions or mountain areas. e narrative should focus on simplicity and all-conditions reliability, rather than snow.
KC JENSEN, senior vice president of sales, Hankook Tire America Corp.: While snow traction is a de ning feature of all-weather tires, their appeal extends far beyond winter markets. For consumers in regions that rarely see snow, an allweather tire comes down to versatility and con dence in unpredictable weather conditions. Sudden heavy rain, temperature swings, or travel into mountain areas
Photo: Hankook Tire America Corp.
“The narrative should focus on simplicity and all-conditions reliability, rather than snow,” says David Wang of Gripmax.
Photo:
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All-weather tires
can create uncertainty for drivers, and allweather tires are engineered to handle all of these scenarios. Dealers in winter-free markets can emphasize that all-weather tires combine strong wet handling, long tread life, and a quiet, comfortable ride.
SHAWN DENLEIN, president of sales and marketing, Kumho Tire U.S.A. Inc.: All-weather tires aren’t for every consumer, but they aren’t necessarily only for consumers who live in areas with severe winter conditions. e bene ts of an all-weather product extend beyond snow and ice performance. ey also provide enhanced traction, braking and hydroplaning resistance in wet conditions. Tire dealers in winter-less markets should position these as a true all-season tire.
ROB MONTASSER, vice president of Radar Tire, North America, Omnisource: While it may seem somewhat counterintuitive, I think all-weather tires make sense in most regions of the country. With many options having competitive tread life warranties — the Radar Dimax All-Weather has up to a 60,000-mile warranty — and good ride characteristics, why not add the additional bene t of having tires that will keep you safe in all weather conditions?
IAN COKE, chief technical o cer, Pirelli Tire North America Inc.: Even in markets without harsh winters, all-weather tires provide value as a versatile, yearround solution. Dealers can position them around bene ts such as con dence in cold and wet conditions, reliable handling in cooler temperatures, and the convenience of not having to switch tires seasonally. For many consumers, it’s about peace of mind, knowing their tires are ready for unexpected weather, road trips to di erent climates, or those occasional cold snaps. Pirelli’s WeatherActive line, for example, was designed with this versatility in mind.
JAMES MCINTYRE senior vice president of sales, Canada, North America product development, Sailun Tire Americas: In regions without snow, all-weather tires should be seen not just as a winter solution, but as a true year-round choice. Even without snowfall, they deliver versatility that standard all-season tires lack — performing reliably in cold temperatures, heavy rain and shi ing seasonal weather.
NICK GUTIERREZ, territory sales and marketing director, Sentury Tire USA: Consumers who live in areas with milder temperatures may avoid purchasing allweather tires because traditionally they’ve been known to have higher rolling resistance and less mileage. Dealers therefore need to market a product to these regions that makes it worth their while (to) purchase and makes sense for their driving needs. Sentury’s all-weather category across all brands incorporates a trademarked technology featuring all-weather engineering while also o ering higher mileage and better fuel economy. is technology is called ClimaGrip for Delinte and has been used in the Centurion series. e technology encompasses several hightech features, including engineering for tire durability and computer-optimized tread designs that improve tread wear, fuel economy and ride comfort. ese features were designed for year-round performance in both high temperatures and wet and severe snowy weather. ClimaGrip technology also includes the 3-Peak Mountain Snow ake rating for enhanced performance in more snowy driving conditions. For Landsail this same technology is called Axis A3 and for Groundspeed, it is branded as Compass 365. All Sentury tires with these logos will include all-weather engineering and are suitable for year-round use in all climates across the U.S.
ERIC SWEIGART, vice president, value and proprietary brand management, TBC Corp.: All-weather tires are designed to carry drivers con dently through all four seasons and deliver consistent performance in dry, wet, and lighter snowy conditions — so they o er bene ts in all markets. Key bene ts dealers can highlight in winter-less markets, include:
“All-weather tires offer a wider safety margin and more adaptability,”
All-weather tires are offering tread life warranties that are competitive with those of all-season tires, and Rob Montasser says, “why not add the additional benefi t of having tires that will keep you safe in all weather conditions?”
says Pirelli’s Ian Coke.
Photo: Pirelli Tire North America Inc.
Photo: Omnisource
“All-weather tires aren’t for every consumer, but they aren’t necessarily only for consumers that live in areas with severe winter conditions,” says Kumho’s Shawn Denlein.
“All-weather tires provide drivers with extra grip, shorter stopping distances in the rain, and the confi dence of year-round coverage,” says James McIntyre of Sailun.
Sentury Tire USA has utilized ClimaGrip technology in its Delinte Centurion lineup to improve tread wear, fuel economy and ride comfort.
Photo: Sentury Tire USA
Photo: Sailun Tire Americas
Photo: Kumho Tire U.S.A. Inc.
All-weather tires
the go-anywhere choice for drivers who live in warm climates but periodically head to higher elevations.”
• Enhanced traction. All-weather tires generally offer improved grip and braking performance across a variety of surfaces — including wet, gravel and slick roads — making them a reliable choice for diverse driving conditions.
• Wet traction. All-weather tires o en deliver superior performance in heavy rainfall compared to all-season tires. is makes them especially valuable in regions without winter conditions but with frequent or intense rain.
• Travel. For drivers who frequently travel to snowy regions, all-weather tires provide a safer and cost-e ective solution that eliminates the need for seasonal tire changes.
hydroplaning resistance. Frame it as convenience and con dence in one package.
MIKE PARK, assistant director of market intelligence and pricing, Tireco Inc.: In snow-free regions, position all-weather as the go-anywhere choice for drivers who live in warm climates but periodically head to higher elevations. e 3-Peak Mountain Snow ake certi cation reassures customers that the tire is legally and technically equipped for mountain travel, while the latest compounds and siping patterns deliver excellent wet-road braking and
DYLAN LINDSEY, territory sales manager, Tire Group International LLC (TGI): We encourage our dealers to position all-weather tires as a natural upgrade from traditional all-season tires. e biggest bene t is peace of mind. Drivers know they’re prepared for whatever conditions come their way. While all-weather tires certainly provide added security in snow, their value isn’t limited to winter. ey also deliver improved traction and handling in heavy rain and colder temperatures, making them a smart year-round solution. For consumers in non-winter markets, the conversation isn’t just about snow, it’s about con dence and safety in unpredictable weather. We believe that consumers will continue to expect tires to perform in all weather conditions, so we are investing in building a line of allweather tires with 3PMS certi cation for passenger, CUV, SUV and commercial applications at Cosmo.
CAMERON PARSONS, technical eld manager and business development, Toyo Tire U.S.A. Corp.: Dealers should keep in mind that all-weather tires are desirable for their versatility in varying conditions and not just snow. Even for consumers (who) don’t have winters, all-weather products are e ective in cold enough temperatures where other category tires might see reduced traction. ere’s also an increased safety and peace of mind that comes with all-weather tires for those that might decide to take a spontaneous ski trip or when a surprise winter storm hits. Either way, all-weather tires bring winter capability in case you need it, while remaining competent in other performance categories like wet braking, noise and wear life.
RYAN PARSZIK, manager, product planning, Yokohama Tire Corp.: e allweather and all-season segment are very similar with mileage warranties that typically vary by about 5,000 miles. Even in climates that don’t need all-weather tires, always being prepared for those mountain trips can be very bene cial. A good example is the Yokohama all-weather Geolandar CV 4S, which is engineered specifically for today’s most popular crossovers, smaller SUVs and minivans.
Mike Park at Tireco says tire dealers can “position all-weather as
Photo: Tireco Inc.
“Areas known for hot summers and a lack of snow are also growing their adoption of all-weather tires,” says Cameron Parsons of Toyo.
Ryan Parszik at Yokohama says the mileage warranties for all-season and all-weather tires might vary by 5,000 miles. “Even in climates that don’t need all-weather tires, always being prepared for those mountain trips can be very beneficial.”
Yokohama Tire Corp.
MTD: In non-winter markets, how should tire dealers differentiate all-weather tires from all-season tires?
STOTSENBURG (American Kenda): The primary compromise of strong four-season tires versus traditional all-season touring tires is extended wear. There may also be some differentiators for other performance features. Kenda’s Vezda Touring A/S tire has a longer mileage warranty than our Vezda Touring 4S tire. Both will be strong performers in dry conditions, but the four-season tire will have slightly stronger wet performance compared to our all-season tire.
CALCAGNO (ATD): The biggest challenge is overcoming the perception that they’re the same thing. Dealers should draw a clear distinction. All-season tires (are) designed for comfort, tread life and general performance, (and are) good for moderate climates but not engineered for temperature extremes. All-weather tires have a more adaptive compound and aggressive tread. (They are) certified for severe service (3PMS symbol) and enhanced
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All-weather tires
performance in heavy rain, cold snaps and occasional travel into snow zones. Position all-weather as “all-season plus,” the smarter, safer upgrade for unpredictable conditions, without compromising everyday performance.
DASHIELL (API): All-weather tires can provide the best combination of ride comfort, tread wear, braking performance and traction over a wide range of temperatures and road conditions. All-weather tires provide the safety and convenience of a single tire that has the versatility of today’s grand touring tire combined with improved traction throughout the year.
MATHIS (Atturo): In non-winter markets, the bene t of improved cold weather performance moves to the last selling point rather than one of the top where winter is harsh. While this may not be a critical consideration for those drivers, it does have value. Dealers should focus on the other bene ts of a particular tire. For example, Atturo all-weather tires also have excellent wet traction and low noise.
Atturo offers four tire models with 3-Peak Mountain Snowfl ake certifi cation, and Michael Mathis says “a good looking tire with a long list of benefi ts, where just one of them is specifi c to weather, can be sold anywhere.”
MCKENNEY (Bridgestone): Due to recent tire technology advancements, the performance gap between the all-weather and all-season categories is more nuanced today, so it’s an important distinction to get right. All-season tire compounds and tread features are designed to provide mild
winter capability while still delivering long wear life and a comfortable ride. Allweather tires, on the other hand, also o er a quiet, long-lasting ride, but with more advanced all-season capabilities (including winter). e main distinction between the two is that all-weather tires carry the 3PMS certi cation, signifying they are engineered to handle wet roads, snow and ice more e ectively in moderate winter conditions than all-season tires. For many consumers, especially those in regions with regular winter weather, the 3PMS designation o en becomes the deciding factor when choosing between the two. As previously mentioned, though, the technology in all-weather tires has signi cantly improved throughout the years. Because all-weather tires now feature the latest innovations that have signi cantly minimized what were once tradeo s to gain winter performance, they are also a great option for drivers in milder regions. Essentially, drivers can think of all-weather tires as an option pushing the all-season category to new heights with advanced capabilities overall.
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RODRIGUES (Continental): All-weather are the premium grip touring tires, and all-season remains the superior wear, touring tire. When di erentiating all-weather tires from all-season tires in markets without harsh winters, dealers should explain that while both are touring tires, allweather tires are certi ed with the 3PMS symbol, which quali es them for severe winter weather conditions. e key is to convey that all-weather tires o er superior grip performance in a broader range of weather conditions, particularly in rain and cold, while still providing comfort and dry traction. All-season tires usually o er exceptional comfort, well-balanced wet and dry performance, traction in light snow, and extended tread life compared to all-weather tires. Customer quali cation is always key, as it involves truly understanding what a consumer is looking for based on their driving style/habits/needs, and then recommending the product that is the right t.
BENSON (First Choice): The 3PMS certi cation is the key di erentiator for all-weather versus all-season tires. Allweather tires provide drivers with exibility across the four seasons and provide added con dence for cold and wet braking throughout the year.
SPEED RATING: Q, R, S LOAD RANGE: E, F TOTAL SKUS: 29
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All-weather tires
POLING (Giti): e di erentiator between all-season and all-weather tires will be degrees of performance. All-weather tires will outperform all-season tires in winter by a considerable (and) noticeable margin but will generally have slightly less wet performance — around 5% — which is minimal for most consumers. Additionally, all-weather tires will come with a reduced treadwear warranty. So, all-weather tires can clearly bene t consumers in most areas of the country, but especially those that might encounter colder weather or snow conditions. Dealers need to be aware of the advantages o ered with all-weather lines and their enhanced all-season performance. To ensure customer satisfaction and help the consumer make the right choice for their needs, dealers should be prepared to properly discuss these advantages to assist their customers in overcoming any preconceived notions of all-weather tires.
REESE (Goodyear): e key di erentiator is performance in lower temperatures and precipitation conditions. While all-season tires are designed for moderate climates, all-weather tires feature more aggressive tread patterns and specialized rubber compounds that maintain exibility and grip in lower temperatures. Dealers should highlight:
• 3PMS designation, which signals high performance in severe conditions — even if snow isn’t common;
• Traction control and wet braking, which are critical in regions with heavy rain or seasonal storms; and
In the U.S. “all-weather tires are gaining popularity even in areas where extreme winter conditions are rare or non-existent,” says Gianluca Grioni of Momo Tires.
• Year-round versatility, especially for drivers who travel across varying elevations or climates.
Both the Goodyear Assurance WeatherReady 2 and Cooper TractionCommand are excellent examples of how all-weather tires can deliver more than traditional all-season options, without compromising ride comfort or tread life.
perform well in extreme cold or snow. All-weather tires (are) certi ed with the 3PMS symbol, o ering enhanced traction in wet, slushy and cold conditions while still performing well in warm weather. e key message: all-weather equals all-season plus extra safety margin for cold and wet extremes. Even in non-winter markets, this distinction provides a value-add for safety-conscious drivers.
JENSEN (Hankook): is is an important educational point. Many consumers believe all-season means year-round coverage, but all-season compounds tend to harden in colder temperatures and don’t carry the 3PMS certi cation. Even in warmer regions, dealers can di erentiate all-weather tires from all-season by focusing on three bene ts:
• Performance range. All-weather compounds maintain exibility across a wider temperature range than all-season, ensuring reliable grip in both summer heat and unexpected cold snaps.
• Safety assurance. The 3PMS certification demonstrates that the tire has been tested and proven to handle severe weather conditions, which can be valuable for drivers who travel to colder climates or face seasonal storms.
TSAI (Greenball): All-weather tires with the 3PMS rating are easier to distinguish from standard all-season tires for the average consumer. Educating consumers about the features and bene ts of the 3PMS rating helps them understand why choosing such a tire matters, even if they weren’t previously aware of the need. Many consumers do not know the 3PMS rating exists or the advantages it provides. Providing basic education on this feature can signi cantly in uence their purchasing decisions.
• Convenience and longevity. Allweather tires like Weather ex GT carry long mileage warranties, up to 70,000 miles, making it a candidate for consumers looking for a one-tire solution.
DENLEIN (Kumho): All-weather tires provide better traction and braking in wet conditions, and better hydroplaning resistance over all-season tires. Touring all-season tires will typically have better mileage and comfort characteristics.
WANG (Gripmax): Dealers must clarify the subtle but important distinction (that) all-season tires (are) primarily designed for mild climates, optimized for comfort, dry handling and longevity. ey do not
GIANLUCA GRIONI, vice president of sales, Momo Tires: In the U.S. market, allweather tires are gaining popularity even in areas where extreme winter conditions are rare or non-existent. All-season tires are primarily designed to o er balanced performance in moderate driving conditions such as rain, heat and mild cold. ey o er optimal versatility for drivers who are frequently on the road and face rapidly changing road conditions.
MONTASSER (Omnisource): I think the sales pitch is pretty simple. If you live
Photo: Momo Tires
in a part of the country that sees even a mild amount of snow each year, why not choose a tire that gives you true peace of mind year-round, like the Radar Dimax All Weather. Unlike most “all-season” tires sold in the U.S., which are really three-season tires and not ideal for snow or winter conditions, the Radar Dimax All-Weather is designed for all four seasons.
COKE (Pirelli): The distinction comes down to capability range. All-season tires are designed primarily for moderate climates, while all-weather tires carry certifications like the 3PMS, which means they can handle colder conditions and more challenging weather while still maintaining comfort and efficiency year-round. For dealers, the message is simple: all-weather tires offer a wider safety margin and more adaptability, making them the right choice for drivers who want one tire that covers all possibilities.
MCINTYRE (Sailun): All-season tires are built for mild conditions, but they lose some effectiveness in colder or wetter
weather. All-weather tires provide drivers with extra grip, shorter stopping distances in the rain, and the confidence of yearround coverage.
GUTIERREZ (Sentury): All-weather tires provide better grip in more extreme conditions, in particular, snow. With unpredictable weather patterns across the country, all-weather tires with Sentury’s trademarked technology will provide peace of mind, particularly if there is a chance the driver will travel to other parts of the U.S. An all-season tire might be more suitable for an A-to-B commuter car in an area where there is consistently mild weather.
SWEIGART (TBC): All-weather tires offer performance and year-round versatility in all environments. In non-winter regions — often tropical and prone to heavy rain — drivers frequently encounter wet roads, muddy shoulders and unpaved surfaces like gravel or dirt. All-weather tires offer enhanced braking and traction in these conditions, making them a dependable choice for everyday driving.
While not designed for rugged off-roading like all-terrain tires, all-weather tires provide a noticeable performance edge over all-season tires when navigating slippery or uneven surfaces. They’re ideal for drivers who want added confidence in unpredictable road conditions without needing a specialized, off-road tire.
PARK (Tireco): Keep the distinction simple and concrete. All-weather tires carry the 3PMS severe-snow mark and are engineered to perform in colder temps. Traditional all-season tires typically hold only the M+S designation and are tuned primarily for warm and hot conditions, prioritizing rolling resistance, quietness and long tread life. All-weather designs add siping density and biting edges for slush and light snow, which also helps in heavy rain. The trade-off is that in very hot climates and (with) aggressive driving, they may wear a bit faster and generate slightly more pattern noise than a comfort-tuned all-season. If a customer never leaves the lowlands and wants maximum longevity and low noise, recommend
All-weather tires
all-season. If they make occasional trips to elevation without a tire change, steer them to all-weather.
LINDSEY (TGI): Dealers should di erentiate all-weather tires by highlighting that they are one of the industry’s key innovations in recent years. Unlike traditional all-season tires, all-weather tires carry the 3PMS certi cation, proving they meet the traction requirements for severe winter conditions. ey maintain the convenience of year-round use while being able to handle more severe weather compared to all-season tires. Drivers in markets that don’t experience heavy snowfall, but instead see a lot of rain throughout the year, will bene t from all-weather tires’ improved wet traction and handling.
PARSONS (Toyo): Tire technology has come a long way where the average customer won’t see much, if any, drawback to driving on all-weather tires instead of all-season. All-weather tires are competitive to all-seasons in all the important performance categories, with additional capabilities. Even if it doesn’t snow where the customer lives, they’re prepared for surprise weather, cold temperatures or road trips through areas that do experience winter conditions.
PARSZIK (Yokohama): e tradeo is mileage versus winter traction currently, and what ranks higher for that customer. Asking the customer questions about their driving habits and where they drive can help answer what tire will suit them best.
MTD: Which market outside of a traditional winter weather zone is a sales leader for your all-weather tires?
STOTSENBURG (American Kenda): Kenda is increasing the sales in several Southern regions which are experiencing higher rainfall and o en severe rainfall in the winter seasons. Texas and the Southeast continue to show growth opportunities.
CALCAGNO (ATD): Among winter-free markets, we’re seeing notable traction across Tennessee, Kentucky, the Carolinas, South Central, Arkansas and Memphis. ese regions continue to show promising growth, reinforcing the value of all-weather solutions in climates where winter tires aren’t a necessity.
MATHIS (Atturo): Atturo currently o ers four tire models with 3PMS certi cation which fall within the all-weather category. ese models are sold nationwide with Texas being the largest single market. is proves that a good looking tire with a long list of bene ts, where just one of them is speci c to weather, can be sold anywhere. ere are plenty of other features of these tires which make them attractive to regional customers around the country.
MCKENNEY (Bridgestone): Utilizing sales data of our all-weather tires — Bridgestone WeatherPeak and Firestone WeatherGrip — from the past four years, we have found that California, Texas and Florida are among the top sales leaders in U.S. winter-free markets. Our analysis considered each state’s population to identify which were over-indexed for sales, meaning they sold more tires than their population would suggest. Interestingly, these states are not traditionally associated with snow. Florida is not so surprising as there is a signi cant “snowbird” population that makes the 3PMS certi cation of an all-weather tire a desirable feature for drivers who regularly travel to snowy regions like the Northeast, Midwest or Canada. High sales in winter-free markets like California and Texas are a bit more surprising, but likely due to strong messaging that positions all-weather tires as a premium, high performance product for a variety of conditions — not just snow.
RODRIGUES (Continental): e allweather segment continues to grow, and we are seeing consumer demand nationwide due to the segment’s growing volume and popularity.
BENSON (First Choice): California is one of the largest winter-free leaders in all-weather tires, followed by Washington, which (has) a heavier degree of wet climate versus snow. We expect the shi to all-weather to continue, with it growing double digits in 2024 and again (in) 2025, year-to-date.
REESE (Goodyear): e southern U.S., including California, Texas and Florida, is a strong market for Goodyear’s all-weather tire sales. Despite the lack of snow, the areas’ diverse microclimates — from coastal rain to mountain
chill — make all-weather tires a smart choice for many drivers. Consumers in this region increasingly seek tires that o er year-round traction, safety in wet conditions and exibility for travel across varied terrain. e growing awareness and demand for all-weather performance in non-winter markets re ect a broader shi in consumer priorities — toward tires that o er increased con dence in any weather condition, not just snow.
TSAI (Greenball): The southern and mid-southern U.S. winter-free markets have been the largest sales leaders for us. is consumer base who has had fairly recent bad experiences with inclement weather can immediately see and understand the advantages that an all-weather tire would serve them. But besides winter-free geography, the overland and vanlife communities are also (the) biggest and growing consumer base we see looking for our Kanati Light truck tires that feature (the) 3PMS rating.
WANG (Gripmax): Among non-winter regions, the Paci c Northwest of the U.S. — Washington, Oregon and coastal areas of California — has emerged as a leading sales market for all-weather tires. e climate features frequent rain, variable temperatures, and occasional cold snaps — conditions where all-weather tires stand out. Consumers in these markets are safety-driven and convenience-oriented, making them more receptive to an “allin-one” tire solution.
JENSEN (Hankook): We continue to see strong growth for all-weather tires in markets outside of traditional snow regions. In the U.S., the Paci c Northwest and coastal states such as California have emerged as key leaders. While these areas may not experience consistent snowfall, they do see a mix of heavy rain, variable temperatures, and occasional mountain travel — all conditions where consumers value the adaptability of an all-weather tire.
DENLEIN (Kumho): Kumho’s all-weather tire sales are evenly balanced in winter-free markets, even in areas such as Southern California and Texas.
MONTASSER (Omnisource): We just launched the Radar Dimax All-Weather as a Tire Rack exclusive. I think it is too
early to tell which region will perform the best for us.
COKE (Pirelli): The Pacific Northwest has been a strong market. While it doesn’t see long winters, drivers there deal with frequent rain, fluctuating temperatures and occasional snow or ice. All-weather tires perform well in these conditions, offering traction and confidence without requiring a seasonal change. That kind of performance translates well to other winter-free markets where wet weather and temperature swings play a bigger role than heavy snow.
MCINTYRE (Sailun): These regions show that all-weather isn’t just for snow states. In California, Texas and metropolitan Canada, the mix of rain, heat and temperature swings creates a clear value proposition for selling all-weather as a year-round solution.
GUTIERREZ (Sentury): We’ve just launched this new all-weather technology category and are confident it is going to fill the gap in regions where the weather
is less extreme, and ultimately be sought after nationwide. These tires will also be readily-available through our strategically positioned distribution centers in four U.S. locations.
SWEIGART (TBC): Parts of California, including the Sacramento area, are top winter-free markets where consumers can benefit from all-weather tires. While snowfall is virtually nonexistent, the region experiences consistent seasonal rainfall, particularly from November through March, with February typically being the wettest month. These conditions often lead to slick road surfaces and occasional muddy shoulders, presenting challenges that differ from icy or snowy environments that still demand reliable traction and braking performance.
PARK (Tireco): Southern California leads our non-winter all-weather sales. The combination of a massive vehicle parc (and) frequent weekend drives to the mountains makes the category resonate. Texas and the Southeast are fast followers for similar
reasons: heavy rainfall, long highway miles and regular travel to cooler elevations.
LINDSEY (TGI): The Pacific Northwest has been an outstanding market for allweather tires. Our Portland warehouse services both Oregon and Washington. In most of western Oregon and Washington, snow is rare. Most of the winter is rainy days that rarely get close to freezing temperatures. During the winter months they need tires that offer exceptional wet traction and braking performance. And even though most drivers in these areas are not getting snow where they live, they do live near mountain passes that will experience freezing temperatures and snow throughout the winter. All-weather tires are the perfect solution for these markets.
PARSONS (Toyo): We’ve seen over the years a broadening acceptance of the allweather segment, and it continues to grow. Areas known for hot summers and a lack of snow are also growing their adoption of all-weather tires, including California, Texas and southeastern states. ■
Tariff or business turmoil as usual?
TIRE DISTRIBUTORS SHARE THEIR STRATEGIES
By Mike Manges
Wholesale tire distributors are nding ways to lessen the potential impact of tari s that have been levied on countries that supply the products they sell. In this MTD exclusive, four distributors discuss how they reacted when tari s were initially announced and the measures they’ve since taken to insulate their businesses from any forthcoming fallout.
HEROIC PERFORMANCE MILE AFTER MILE
ALL-WEATHER TIRE
+ One tire for every season - no switch-outs required.
+ Asymmetric tread pattern for confident handling in all conditions.
+ 3PMSF certified tire for reliable traction in rain, slush, and snow.
Tariffs
‘SEASONALITY AND TIMING’
“The biggest factor for us was the seasonality and timing of these tariffs,” says JP Gallagher, owner of Gallagher Tire, a wholesale distributor based in Pottstown, Pa. “We do lots of our ordering in Q4 and early-Q1 to make sure we have inventory for the seasonal uptick” in tire demand.
Gallagher Tire “didn’t have to react quickly to secure extra product” after the first round of tariffs were announced in April, he notes.
“Our purchases remained fairly steady. Our core suppliers were working with us on a weekly basis to make sure we knew what was going on. We took some opportunities to stock up if they were presented to us. But right now, we’re sitting at a comfortable level to bring us through” the rest of 2025.
Gallagher Tire, however, has experienced price increases that suppliers implemented. “We’ve seen (hikes of) anywhere from 5% to 10%, depending on the brand and the country of origin. We kind of cost-averaged a lot of it to remain competitive.
“As inventory has made its way through our system, the price increases are in full effect. We’ve tried to work with our customers to make sure they understand that we held off” on raising prices “as long as we could.
“For the most part, I think everybody understands. It’s hard to watch the news and not know what’s going on. Our core customers have been receptive to modest price increases,” which, he says, have been in line with what he expected.
“Moving forward, the big unknown is India.” (The Trump administration has imposed 50% tariffs on India.) Gallagher Tire carries a large number of tires that are built in India. “We’re keeping our eye on the situation.”
Specialty tires, including products for ag, construction and trailer applications,
“Our core customers have been receptive to modest price increases,” says JP Gallagher, owner of Gallagher Tire, a distributor based in Pottstown, Pa.
Photo: Gallagher Tire
are Gallagher Tire’s bread and butter. The company has two warehouses: a main one in Pottstown, Pa., where the dealership is headquartered, and a satellite location in the Syracuse, N.Y., area. “We do nothing in consumer (tires). Our truck tire business is really more of an add-on for some key customers.”
Gallagher says his company’s inventory “is in a pretty good spot.” His team remains in regular contact with suppliers. “Once or twice a month, we’re talking with either our sales rep or the national sales manager, depending on the partner. They’re being as forthcoming as they can to let us know what they’re doing to help ease the pain.
“With certain domestic suppliers, we’ve made sure that their supply is going to be available to us. Then as far as our overseas partners, our typical downturn in ordering is August and September and then we will ramp up in Q4, if the situation looks favorable. I’m confident in the key suppliers that we work with.”
He also is confident that Gallagher Tire will survive whatever comes next. “We’ve seen a lot of volatility over the last six months. But how many years have we said, ‘We’ll never see another year like this?’”
‘CONTINUE TO BUY TIRES’
“We continue to buy because eventually we’ll cost-average ourselves up,” says Joaquin Gonzalez, president of Tire Group International LLC. Photo: Tire Group International LLC
Joaquin Gonzalez, president of Miami, Fla.-based Tire Group International LLC (TGI), which imports numerous brands, including some of its own, proprietary brands, says his company has “already churned through our (tariff) strategy.
“We’ve been importing tires for a very long time and we’ve become subject matter experts when it comes to tariffs and anti-dumping duties — probably since the Obama administration.
“We’ve never really been without any sort of anti-dumping or special levy placed on tires in different segments. With that
said, we took a measured approach” when the Trump tariffs were announced, “and what I mean by that is we don’t speculate in the tire business. We’re here today, tomorrow and the day after.
“The one thing we’ve learned through all of the times in history where the economy has taken a bump — the one thing that helps us navigate through this — is to continue to buy tires,” says Gonzalez.
“The worst thing that can happen is you get that fear and that shock and you say, ‘I’m just going to hold off on ordering.’ Well, the reality is if you’re truly in the business and you’re without tires, your customers are going to have to go to your competitors. You’re pretty much inviting your competitor to earn that business.
“When tariffs happen, people say, ‘What are we going to do now?’ We continue to buy because eventually we’ll cost-average ourselves up with the new cost. Others may have a different approach and may eventually run out of tires. So that’s always helped us. Over the past several months, our approach has been proven (successful) because we’ve had some really good months out of our distribution centers.”
‘YOU
HAVE TO
ASK FOR DEALS’ Bill Watkins, president and owner of Moore’s Tire Sales, which is based in Owego, N.Y., has 12 distribution centers, plus three retail stores. He was recently hit with a tariff-related surcharge when he bought a shipment of tire studs.
“Studs are still needed” in markets like Buffalo, Rochester and Syracuse, where Watkins has warehouses. “Usually, I buy somewhere around two million studs a year. This year, I didn’t buy that many because we had some left over. I bought about 80,000 this year. I buy them out of Canada.
“This year, I had an added expense of over $4,000. I called my (tire stud) supplier and he said, ‘Well, you have a freight charge, you have the cost of the studs and now you have a custom tariff.’ That hit me hard. So what we have to do is just pass that on.”
‘Our purchases remained fairly steady.’
JP Gallagher, owner, Gallagher Tire
He’s seen price hikes on the tire side, too. “It depends where (the tires) are coming from. We try to keep a tier-one, tier-two, tier-three and we dabble in tierfour. A lot of our tires are from Indonesia, Thailand, South Korea, Vietnam and Cambodia. Companies are watching their costs more closely.”
Watkins says he’s been forced to pass some tire costs onto his retail customers, adding that the price of “everything else is going up, too. Fuel, insurance, my payroll — all of that goes up, so I can’t afford not to pass it on. And most of the level-headed customers we have understand why we’re doing it. Their prices are going up.”
When tariffs were first announced, “we reacted very quickly to make sure our locations and our warehouses were full,” says Bill Watkins, president and owner of Moore’s Tire Sales in Owego, N.Y.
Photo: Moore’s Tire Sales
Inventory has not been an issue at Moore’s Tire Sales, according to Watkins. When tariffs were first announced in April, “we reacted very quickly to make sure our locations and our warehouses were full and at the best prices we could be at that time.
lier and are putting them in stock before any more (tariffs) hit. That’s been a plus for me. Everybody’s buying before the next” round of tariffs.
National rebates have helped with sell-through, he says. Manufacturers, especially at higher tiers, “all seem to come out for a month or two with ‘Buy four tires, get an extra $80 or $100 dollars.’ My people take that straight to our customers. Even if tires cost a little bit more, the end user is getting some extra (money) from the manufacturer. We supply the paperwork so my sub-dealers don’t have to do anything other than hand them to the end user.
“This year, we’ve done really well. We’ve had increases in seven out of eight
‘We’ve become subject matter experts when it comes to tariffs and anti-dumping duties.’
Joaquin Gonzalez, president, Tire Group International LLC
“I have 12 warehouses and we loaded them right up. You have to ask for deals. That’s kind of how we’re playing it still. If we need extra tires or we think we can make a deal, (suppliers) will deal. If they have it, they’ll make some concessions.
His retail customers also are ordering more units, including winter tires, “ear-
‘You
have to ask for deals. That’s kind of how we’re playing it still.’
Bill Watkins, president and owner, Moore’s Tire Sales
Training Techs for Tomorrow’s Challenges
WAYS TO LEARN
months” and “the other (month), I’d say, was flat.” (Editor’s note: MTD spoke with Watkins in mid-September.)
‘THE
MARKET WILL ADJUST’
Haris Nadeem, CEO of USA Wheel and Tire, which is based in Dallas, Texas, and has distribution centers in both Texas and Georgia, says his company was “already prepared” for tariffs, even before the first round of reciprocal duties was announced in April.
“As soon as Trump became president, we saw the writing on the wall,” he says. “We weren’t surprised when the announcement came.”
USA Wheel and Tire began stocking up on units — doubling its orders, in some cases. “We didn’t slow down. Our
‘Business will always go up and down. My advice is to persevere.’
Haris Nadeem, CEO, USA Wheel and Tire
“I think the market will always adjust,” says Haris Nadeem, CEO of USA Wheel and Tire, which is based in Dallas, Texas.
Photo: MTD
strategy was, ‘Let’s buy as much as we can right now.’”
Nadeem reports that some of his suppliers have raised prices in reaction to tariffs. “Some vendors have increased by 5%. I’ve seen as high as 12%. That’s a lot. In the beginning, we weren’t” passing costs along to retail customers “because it’s a very competitive market in Texas. There are a lot of deals going on.”
Since then, USA Wheel and Tire has been forced to transfer some costs to its clients. “Customers have been adjusting. Obviously, in wholesale, the margins are not crazy. Twelve percent is a big deal.”
Nadeem says his company has already enacted most of its price adjustments. “I think the market will always adjust and customers will adjust,” adding that consumers, in general, are growing accustomed to higher costs. “And that’s not just (the cost of) tires. That’s almost everything.”
USA Wheel and Tire has seen many tariffs come and go since the distributor was founded by Nadeem’s father two decades ago.
Nadeem points to COVID-19 as another situation that the company survived, noting that a couple of months after the pandemic began, “the market just exploded. We saw record sales.
“I think the market will always adjust. The best part of being independent is you can always lean off a little bit (and) control expenses. You are your own boss. “It just comes down to knowing your market. The beautiful part of it is when you’ve built a certain level of loyalty with your customers, you can depend on them. Business will always go up and down. My advice is to persevere.” ■
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Taking place in Las Vegas, Nev., from Nov. 4-7, the SEMA Show also will host the Tire Industry Association’s (TIA) Global Tire Expo in the lower South Hall of the Las Vegas Convention Center.
Photo: MTD
Changes at the 2025 SEMA Show and AAPEX
ADAS WILL BE A SEMA SHOW FOCUS
By
Madison Hartline
Specialty Equipment Market Association (SEMA) officials are gearing up for the 2025 SEMA Show, which takes place Nov. 4-7 in Las Vegas, Nev.
The 2025 SEMA Show also will host the Tire Industry Association’s (TIA) Global Tire Expo in the lower South Hall of the Las Vegas Convention Center.
According to SEMA officials, last year’s SEMA Show was the biggest in five years with 2,400 exhibiting brands.
WHAT’S NEW?
Tom Gattuso, vice president of events at SEMA, says this year’s show will have a focus on advanced driver assistance systems (ADAS).
He believes technology in the tire industry will continue to get “more and more refined” and the industry will see more adaptation of new technologies.
“Just as an example, you’ve got people who’ve been dealing with (ADAS) for a couple of years ... (with) people trying to get a vehicle back to OE (original equipment) specification,” says Gattuso.
“So there was this need to be able to reset ADAS features. And then you have this performance industry that’s making modifications to cars and now they’re all starting to share notes.
“I think that’s a really healthy thing to have happen and it’s great to see that networking and sharing of ideas.”
Gattuso says SEMA’s New Product Showcase will be in the lower South Hall this year.
“I like having it in the lower South Hall because it gives you this two-way traffic and it will provide this energy and momentum to that hall, which will be welcome.”
The number of categories has gone from 16 to 15 this year by combining some categories. This year’s categories include:
• Car care and collision protection;
• Collision repair and refinish;
• Emerging technology;
• Engineered new product;
• Exterior accessory;
• Interior accessory;
• Package design and display;
• Performance (racing);
• Performance (street);
• Powersports and utility vehicle;
• Street rod and custom car;
• Tires and related;
• Tools and equipment;
• Truck and off-road;
• Exhibition pick
The SEMA Show has expanded to the Westgate Hotel and Casino next to the Las Vegas Convention Center to free up some space on the show floor.
The SEMA Live broadcast also is moving from one hall to another. Last year, SEMA Live consisted of a 31-hour television broadcast that resulted in over 3.5 million impressions, says Gattuso.
“If you look down the road to what we are trying to do, we feel like it sends our message and gives people a glimpse of what happens at the SEMA Show to a much wider audience.”
Registration for the 2025 SEMA Show is now open.
GLOBAL TIRE EXPO
Before the SEMA Show kicks off on Tuesday, Nov. 4, TIA is hosting some pre-show events. All meetings are located at Planet Hollywood, unless otherwise noted.
Monday, Nov. 3:
• 9:30 a.m. — 10 a.m.: TIA Board of Directors Continental Breakfast (invitation only)
• 10 a.m. — 12 p.m.: TIA Board of Directors Meeting (invitation only)
• 12 p.m. — 12:30 p.m.: Annual Membership Meeting and Press Conference (open to all TIA members). This will include assocation updates, installation of the 2025-26 TIA Board president and recognition of newly inducted board members and departing members.
• 12:30 p.m. — 2 p.m.: TIA Board of Directors & Friends Luncheon (invitation only)
• 2 p.m. — 4 p.m.: TIA Right to Repair Summit (RSVP required)
• 6 p.m. — 8 p.m.: Tire Industry Networking Reception (RSVP required). This is a complimentary event open to all members and show attendees to network with other tire industry professionals and enjoy food and drinks. Also during the show, TIA is hosting its usual educational seminars. All ses-
SEMA Show/AAPEX preview
sions take place in the upper South Hall of the Las Vegas Convention Center and are complimentary to show attendees.
Tuesday, Nov. 4:
• 10 a.m. — 11 a.m.: Wheels and Rims at 10: Ensuring Wheel and Rim Performance
• 10 a.m. — 11 a.m.: Truck Tires at 10: North American Truck Tire and Wheel Inspection Standards
• 2 p.m. — 3 p.m.: Tires at 2: 10 Things Retailers Can Do to Protect Their Business, Customers and Employees
• 3:30 p.m. — 5 p.m.: TIA Booth Happy House (RSVP required), open to all members and show attendees.
• 2 p.m. — 3 p.m.: Management at 2: Attract and Retain Top Talent
AAPEX
The Automotive Aftermarket Products Expo (AAPEX) is scheduled for Nov. 4-6 and will be hgeld at the Venetian Expo and Caesar’s Forum.
Mark Bogdanskey, vice president of meetings and events at the Auto Care Association, which is a co-owner of AAPEX along with Motor & Equipment Manufacturers Association (MEMA), says there will be some changes to this year’s show in order to keep attendees engaged and wanting to come back next year.
One initiative is to have free water on the show floor. This was introduced last year.
“To get a 16-ounce bottle of water (in Vegas) is about, without exaggeration, between $8 to $12,” says Bodganskey.
Along those same lines, Bogdanskey says AAPEX is offering a free buyers lunch every day of the show.
“No commitment, no upsell, no sale, no anything,” he says. “It’s another way to save time and money.”
The biggest change at AAPEX this year comes from segmenting the floor by “broad
categories.” Bogdanskey says the segmentation came from asking companies that exhibit at the show for their thoughts and opinions.
“This changes up the show look immediately because now instead of knowing that company A is always here or company B is always here, I’d say 99.5% of the floor is going to be in a different booth than it was in the past,” he notes, adding that having broader categories like oil, lube, waxes and chemicals will help define the floor layout, as well.
AAPEX also will feature meeting rooms out on the show floor in different sections that exhibitors can rent. Segments at this year’s expo include:
• Accessories/lighting
• Automotive aftermarket central
• Undercar
• Underhood
• Tire service
• And more
Registration for the AAPEX show is now open. ■
Auto service
“Alignment is a high-profi t, highopportunity, high-value service,” says Alan Hagerty, alignment product manager, Hunter Engineering Co.
‘A high-profit, high-opportunity, high-value service’
HOW TO USE ALIGNMENTS TO UPSCALE YOUR PROFITABILITY
By
Tire prices — in some cases — are rising, labor expenses are increasing and big box stores and online retailers are, seemingly, letting inventory go nearly at cost. All of these factors can hurt pro ts. But this can be o set by tacking on add-on services like alignments. We talked with experts from Autel North America, Hunter Engineering Co. and Snap-on Equipment for insights on using alignments as an opportunity to upscale pro tability.
MTD: Do you see alignments as more of a pro t center or driver for other sales, like tires, suspension or service work?
STEW PEREGRINE, senior executive of sales, ADAS, Autel North America: It’s both. Alignments are a high-margin service on their own, but the real power is in what they uncover. A quick alignment check o en points to worn suspension parts or uneven tire wear and in today’s market, it’s also the rst step in many ADAS calibrations. So you’re not just protecting tire life.
You’re making sure safety systems function the way the manufacturer intended. at makes alignment both a pro t center and a driver for additional work.
ALAN HAGERTY, alignment product manager, Hunter Engineering Co.: Roughly half the vehicles on the road are out of manufacturer alignment speci cations, which can lead to premature tire wear, poor handling and reduced fuel economy. Clearly, alignment is a high-pro t, high-opportunity, high-value service. Plus with modern equipment, alignment can quickly be checked as part of every service visit. Should the inspection show worn tread or suspension parts, you then have an opportunity to safeguard your customer and increase your average repair order. Wheel alignments (will) remain a highly bene cial service for both vehicle owners and (dealerships) for many years to come.
JORDAN KREBS: product manager, Americas, wheel alignment and ADAS, Snap-on Equipment: Pro tability can
come from an aligner that does the job well, allowing technicians to increase the number of cars they can align properly while reducing comebacks.
DANIEL BAKER: training specialist, North America, Snap-on Equipment: Providing alignments in your shop is the most pro table investment you can make. It’s not only performing the adjustments, but also uncovering all the other customer needs.
MTD: When it comes to alignment services, what common mistakes can a ect pro tability?
PEREGRINE (Autel): e biggest mistake I see is treating alignment as a one-o instead of integrating it into the inspection process. Too many shops only check alignment when there’s a visible tire problem. By not running a quick alignment pre-check at intake, they’re leaving potential revenue on the table. Another common missed opportunity is when shops sublet ADAS calibrations a er alignments. If the vehicle is already in your bay and you’re touching alignment, you’ve created a perfect opportunity to capture the calibration revenue in-house. When you send it out, you lose both margin and control of cycle time.
Photo: Hunter Engineering Co.
Kim Klimas
Auto service
HAGERTY (Hunter): The most common mistake is simply not checking alignment. If you look for alignment work, you’ll find it. When alignment is out of specification, you can protect your customer’s tire investment — saving money and the environment. When it’s within specification, you have great news and peace of mind to share with your customer — increasing transparency and gaining trust.
KREBS (Snap-on): We all know time is money, but don’t perform a job with a low-quality tool quickly or you will lose profitability through rework. Buy the right tools for the job, follow the instructions fully and don’t rush. Slow is smooth. Smooth is fast. If you go fast, something is going to get lost, broken or forgotten and there will be rework.
BAKER (Snap-on): There are common mistakes that can reduce profitability if the technician does not perform a proper inspection of all the suspension components before attempting a wheel alignment. That will cause a slowdown in production and profitability.
MTD: What differentiates high-profit shops that offer alignments from average-profit shops?
PEREGRINE (Autel): High-profit shops make alignment part of every workflow. They don’t wait for the customer to complain about pulling or tire wear. They use digital inspections, pre-checks and reporting to show the need. They also bundle alignment with other services, like new tire sales or ADAS calibration, which raises average repair order value. The difference is in discipline. High-profit shops treat alignment as a routine safety check, not just a service when something looks off.
HAGERTY (Hunter): Average shops offer alignment service when requested by customers. Most only request it when the problem is so obvious it can no longer be ignored. High-profit shops proactively communicate the need and value to the customer, which is the responsible thing to do, regardless of profit. Also it’s very easy to calculate the ROI (return on investment) for alignments. You can be confident that approximately 50% of the vehicles coming onto your lot will need alignment. If you convert a quarter or half of those oppor-
tunities each week, you can count on an extremely reliable revenue stream.
KREBS (Snap-on): When it comes to alignment, competency is key. Shops that take the time to properly train their technicians see higher profits due to an increase in productivity, as well as reduced rework.
BAKER (Snap-on): Proper pre-inspections differentiate shops. Replacing worn components and identifying other services that are needed are uncovered while performing the inspections.
MTD: Are there any specialized alignment services, equipment, tools or training that can help bring in a larger return on investment for shop owners?
PEREGRINE (Autel): Yes and the twoin-one systems like our Autel IA900 and IA1000 are the best examples. They let a technician handle alignment and ADAS calibration in the same setup and workflow. On the training side, shops that invest in structured ADAS and alignment education see fewer comebacks and higher technician confidence. That combination of the right tool and the right training is what turns alignment into a serious ROI driver.
HAGERTY (Hunter): Look for a local partner that can provide the full solution, from the front counter to the back shop and more. At the front counter, you want the best sales training and materials. In the back, you need the fastest, easiest-to-use alignment equipment with hands-on local training and service. Then add to that online and classroom learning resources for advanced expertise and your shop will become known as the “alignment place” in a very short time.
KREBS (Snap-on): Alignment is a triedand-true revenue generator for shops with a compatible bay. In today’s world,
Stew Peregrine, senior executive of sales, ADAS, Autel North America, says “more customers are asking whether their ADAS features will function properly after a repair.”
Photo: Autel North America
with growing reliance and requirements for safety systems in cars, shops should be looking for calibration solutions for (ADAS). More modern vehicles are equipped with mandatory ADAS sensors and many manufacturers require or recommend ADAS calibration after performing an alignment. Researching and integrating ADAS into your shop helps keep more business in-house and improves ROI.
BAKER (Snap-on): To help bring in a larger return on investment, it is crucial that shops have the correct equipment and a knowledgeable sales consultant who can offer specialized, structured, on-site training after installation.
MTD: What trends are you seeing in consumer demand for alignments that could benefit tire dealers who offer these services?
PEREGRINE (Autel): Consumers are becoming more aware that alignments aren’t just about tire wear. More-andmore customers are asking whether their ADAS features will function properly after a repair.
HAGERTY (Hunter): Consumers are driving increasingly complex vehicles, often with electronic systems that require resets after wheel alignment, per OEM service documentation. But consumer understanding of these systems and their service requirements varies greatly. Tire dealers who embrace the consumer and this growing industry opportunity stand to gain tremendously in the long term.
BAKER (Snap-on): Customers want to protect their investment and are looking for ways to do that. Repair shops are moving to social media platforms to advertise their services. They want to look and be the premier shop. And customers want to go to the shop with the newest technology. ■
Madison Hartline By
Commercial
Acquisition action
The commercial tire market is getting stronger, but top dealers are still nding their footing in the volatile market.
The Top 25 Commercial tire dealers discussed some challenges that have been around for a while, like fi nding experienced technicians, but also touched on newer challenges like implementing AI and lower-tier tires gaining popularity.
COMMERCIAL TIRE DEALERSHIPS CONTINUE TO CONSOLIDATE Also in CTD
ere have been many changes in the form of mergers and acquisitions, the uptick in demand for lower-tier tires and the introduction of arti cial intelligence.
ACQUISITION ACTION
ree big players in the commercial tire segment made big acquisition moves this year.
In February, Bend, Ore.-based Les Schwab Tire Centers Inc. acquired Pete’s Road Service, which had 10 stores, a retread plant and a distribution center in southern California.
“Pete’s is one of the strongest and largest independent commercial tire
dealers in southern California and this acquisition is a great opportunity for Les Schwab Tires,” said Mike Broberg, CEO of Les Schwab Tire Centers, at the time.
acquisition
is acquisition came shortly a er Les Schwab Tire Centers acquired CMC Tire, a commercial tire dealership with 11 locations throughout Utah, Nevada and Colorado.
Les Schwab Tire Centers o cials said both CMC Tire and Pete’s Road Service would continue to operate under their current names.
ese acquisitions increased Les Schwab’s number of commercial-only stores to 21 from zero and its number of combination stores to 580, compared to 499 on last year’s MTD Top 25 Commercial Tire Dealers list.
At the beginning of June, Durand,
Photo: McCarthy Tire Service Co. Inc.
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Wis.-based Bauer Built Inc. also made a big move by acquiring Meekhof Tire Sales & Service Inc.
The acquisition of Grand Rapids, Mich.-based Meekhof Tire Sales added 14 retail and commercial locations and two retread plants to Bauer Built’s network.
The retail and commercial locations are in Michigan and Illinois and beefed up Bauer Built’s Midwest footprint that also includes North Dakota, South Dakota, Nebraska, Minnesota, Iowa, Missouri and Indiana, as well as its home state of Wisconsin. The two retread shops include one Michelin Retread Technologies facility and one Oliver retread shop.
“Both Bauer Built and Meekhof Tire believe our success comes from putting people first — customers, employees and partners alike,” said Jerry Bauer, chairman and CEO of Bauer Built. “This partnership honors that legacy while positioning us for future growth.”
Not long after, Columbia, Miss.-based Southern Tire Mart LLC acquired Pooler, Ga.-based Dorsey Tire Co.
Through the acquisition, Southern Tire Mart added Dorsey Tire’s five locations, including its Bandag retread plant.
Keven Haddox, who manages Southern Tire Mart’s business west of the Mississippi River, said that the acquisition came from wanting to “fill in some areas we needed to complete.”
“Billy Dorsey, (owner), Bruce Chamblee (chief operating officer) and Patty Kelly (owner and chief financial officer]) did a great job with the company,” said Haddox.
“They’re very service-oriented and retread-oriented, so they fit in very well with how we go to the market. And with the way they did business and the positions of their locations, (it) just fit really nicely with us.”
COMMERCIAL CHALLENGES
When asked about the biggest challenges facing the commercial tire business, the majority of the Top 25 Commercial dealers told MTD that finding employees, the volatile economy and the impact of tariffs and imported products are near the top of the list.
“The biggest challenge facing our commercial tire business is navigating a choppy market defined by a combination of factors, including persistent inflationary pressures, a soft economy in some key sectors and intense competition from imported tires,” says Daniel Horn, vice president of sales at Wilkes-Barre, Pa.-based McCarthy Tire Service Co. Inc.
“The cost of doing business — from real estate and insurance to employee healthcare — continues to rise at a rate that is often faster than the revenue and profit we’re generating.”
Horn says this creates a difficult balancing act. “Additionally, the influx of lower-priced imported tires puts significant pressure on our pricing, particularly for retreads and domestically made commercial tires.”
Horn notes that McCarthy Tire Service is committed to finding the right mix of products and services.
John Ziegler III, regional sales and operations manager at Massillon, Ohiobased Ziegler Tire & Supply Co. dba Ziegler Tire, agrees that finding “quality and experienced technicians and mechanics” continues to be an issue.
“With retirements and the aging blue-collar workforce, those are really difficult employees to replace,” says Ziegler.
Once a commercial tire dealer finds an employee, the problems don’t stop there. “Biggest issues continue to be developing employees that are comfortable selling tire products,” says David Mickelson, CEO and president of Sioux Falls, S.D.-based Graham Tire Co.
Mickelson says another issue stems from educating the customer on the different offerings from all the different tiers and that “everything is not always about the price of the tire.”
Import truck tires have impacted commercial tire sales by shifting focus to price, according to Seth Kamps, vice president of purchasing and inventory at Byron Center, Mich.-based Wonderland Tire Co.
“The biggest challenge facing our industry right now is the tariff issue,” says Tony Grace, CEO of Alma Tire Companies, which is based in Alma, Mich. “Besides hampering our ability to estimate future costs, it’s more difficult to recommend the right product from a value standpoint, especially with new tires.”
WHAT’S DEMAND LIKE?
“Demand for commercial truck tires is currently showing a mixed but generally
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stable picture,” says Horn from McCarthy Tire Service.
He points to a decrease in original equipment shipments, but says there’s been a notable increase in the replacement market.
Horn believes this is positive for the commercial tire business as it indicates a strong need for maintenance and service.
He also mentions a steady flow of business from McCarthy’s national fleet accounts and other loyal customers who rely on McCarthy Tire Service for full-service tire needs.
“However, overall demand is being influenced by the broader economic landscape, including fluctuating freight rates and a soft agricultural market in some of our service areas,” continues Horn.
“Our focus remains on providing exceptional service and a wide range of tire and mechanical solutions to meet the evolving needs of our customers.”
Ziegler agrees that demand has somewhat stabilized, though he mentions it differs based on segment.
Sales of tires for road construction,
last-mile and less-than-truckload applications have been extremely strong. But other segments — truckload, for example — have remained soft.
“Overall, this has been a strong year in tire sales,” says Ziegler.
Grace from Alma Tire says this year’s commercial truck tire demand feels softer than in years past.
“But in reality, there are opportunities to gain new business. Freight is moving, the trucks need tires and customers need to find the best value. But the solutions might look different today.”
ARTIFICIAL INTELLIGENCE
The hot topic in every industry at the moment is AI — and the commercial tire service is no different. Horn says that although McCarthy Tire Service has not publicly disclosed details about its use of AI, the company is actively exploring “innovative technologies, including AI tools, to enhance our business operations.”
“The commercial tire industry is evolving and we recognize the potential for AI to improve efficiency, streamline
processes and provide deeper insights into our business. We are always evaluating new solutions that can help us optimize our services, better manage our inventory and provide an even higher level of service to our customers.”
Ziegler says that Ziegler Tire’s retread process continues to automate more each year. “This year, we implemented a device that reads and logs remaining tread depth into reporting to be used for the customer,” he notes, helping to monitor pull points.
Rick Benton, who directs Blacks Tire Service Inc.’s wholesale division, says his company uses AI for some things.
“But the commercial business is a relationship business and we focus on building stronger relationships with our team and future leaders. It’s hard for AI to service fleets and run service calls, for sure.”
Grace at Alma Tire agrees by saying, “AI is coming and how it will figure into our industry in a truly helpful way is an interesting question.”
He says if Alma Tire does use AI, it will be to enhance the capabilities of its people and processes. ■
$
MORE Synchrony Car Care cardholders spend on average than non-cardholders.* 148
3.
Top 25 Independent Commercial Tire Dealers 2025
5. Les Schwab Tire Centers Inc. Bend, Ore. www.lesschwab.com
6. Snider Tire Inc. dba Snider Fleet Solutions Fort Mill, S.C. www.sniderfleet.com
7. Service Tire Truck Centers Inc. Bethlehem, Pa. www.sttc.com
8. Purcell Tire & Rubber Co. dba Purcell Tire and Service Centers Potosi, Mo. www.purcelltire.com
9. Earl W. Colvard Inc. dba Boulevard Tire Center Deland, Fla. www.boulevardtire.com
10. Parkhouse Tire Inc. Bell Gardens, Calif. www.parkhousetire.com
Bauer Built Inc. dba Bauer Built Tire & Service Durand, Wis. www.bauerbuilt.com
12. Bob Sumerel Tire Co. Inc. Erlanger, Ky. www.bobsumereltire.com
Commercial Tire Inc. Meridian, Idaho www.commercialtire.com
22. Nebraskaland Tire Inc., dba Nebraskaland Tire, Kansasland Tire and Coloradoland Tire, and McWhorter’s Tire and Service Lexington, Neb. www.thetirestore.com
23. Good Tire Service Kittanning, Pa. www.goodtire.com
24. Valley Tire Co. Charleroi, Pa. www.valleytire.com
25. Eastern Iowa Tire Inc. Davenport, Iowa www.eitire.com
*Estimated
Rankings are based on MTD estimates of each dealership’s 2024 commercial sales.
HOW RANKINGS ARE DETERMINED: To be ranked on the MTD Top 25 Commercial Tire Dealers in the U.S. list, a dealer has to sell truck tires, have at least one retread plant and offer 24/7 emergency roadside service. Points are tabulated based on the number of outlets. Each commercial-only outlet receives two points. Each retread plant receives one point. The number of combined commercial/retail outlets is mlitplied by the estimated percentage of commercial sales and then multiplied by two. The highest 25 point totals make up the list. Then dealers are ranked based on MTD’s estimate of their commercial sales.
TIRE MANUFACTURER-OWNED/TRUCK STOP NETWORK UPDATE: In addition to independent commercial tire dealerships, commercial tires and in some cases, retreaded tires, are also avaiable through tire manufacturer-owned networks and truck stop chains:
• Bridgestone Americas Inc. says it will contiue to operated nine GCR Tires & Service locations and two Bandag retread plants in the U.S.;
• Continental Tire the Americas LLC operates 21 BestDrive locations and four retread plant locations throughout the U.S., and;
• Goodyear Tire & Rubber Co., operates around 200 Goodyear Commercial Tire & Service Center locations in the U.S. Truck stop chains continue to add locations. At press time, Southern Tire Mart at Pilot currently has 91 locations in 31 states; Love’s Travel Stops & Country Stores Inc. operates 431 Love’s Truck Care and Speedco locations; and TravelCenters of America operated more than 300 full-service travel centers under several different brand names.
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‘All-in’ on family SUCCESS COMES FROM ‘BUILDING PEOPLE,’ SAYS WES MCADAMS
Mike Manges By
At Best-One of Bowling Green, a two-location commercial tire dealership in Kentucky, business has always been a family affair.
“I’ve tried to take nepotism to the umpteenth level,” Wes McAdams, the company’s owner, says with a laugh.
“Our son, Noah, runs our Glasgow (Ky.) store. Our oldest daughter, Anastasia, does our social media and marketing. My two nephews ... one is my sales manager and one is my service manager.”
Other employees have been “adopted” by Best-One of Bowling Green. While not related to McAdams, he says they’re every bit as integral to the dealership’s success.
“I have a salesman who’s been with me for 15 years. His wife works the front counter. Their oldest daughter works for us and her husband is one of our service techs. Their youngest son is 16 and is out here, stacking tires.
“I have another 15-year guy in the back who does all of my receiving. Both of his sons have worked for me. One is still an outside salesman. I have a service manager whose two sons work for us. We have seven sets of husbands and wives who work here.
“People are the most important part of what we do,” says McAdams. That sometimes includes people whom other business owners have turned away.
SECOND CHANCES
McAdams founded Best-One of Bowling Green after working at another tire dealership for several years. He knew he wanted to run his own company and in 2000, bought a dealership that sold a mix of consumer and commercial tires.
Across the street from a shopping mall, the outlet was “in a horrible place for any truck tire work. But I had a commercial background and wanted to grow the commercial side of the business.”
McAdams gradually enlarged his commercial truck tire revenue, despite
having no space inside the 3,800-squarefoot store to perform tire changeovers and other services.
“We did everything out in the parking lot,” he says — sometimes under a plastic tarp in bad weather.
“There’s no area of life where we can’t add some value, somewhere,” says Wes McAdams, owner of BestOne of Bowling Green, a two-store commercial tire dealership based in Bowling Green, Ky.
Photo: Best-One of Bowling Green
Business continued to grow. In 2018, his dealership moved into a bigger facility in Bowling Green. By then, the company was doing around $9 million in annual sales. In 2020, McAdams added a second location in Glasgow. This year, the dealership is on track to make nearly $20 million.
McAdams always credits Best-One of Bowling Green’s remarkable success to its employees.
Many tire dealerships “will say they have good people. They also have the same prices, the same brands and the same service trucks that we do. I try to take human beings who think about life differently out to our customers.”
Some of those human beings have unconventional pasts, including criminal backgrounds, he says.
“Four — maybe five — leaders within my company have (committed) felonies. Maybe it happened when they were young. I have two or three ... where it took a few years to get things expunged from their records.” (All of them, he adds, served their time and repaid society.)
Truck tires
“Every day, I try to diminish myself by lifting someone else up,” says McAdams. “To me, it’s about building people.”
Photo: Best-One of Bowling Green
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.
Other employees have worked for McAdams at various points, quit or were let go when they were derailed by personal problems and were hired by him again — some on multiple occasions and in some cases, years later. “One of my employees is on his sixth time with us,” he says.
McAdams, who has worked with various rehabilitation centers over the years, says he’s discovered that “some people
Truck tires
who’ve lost everything need a second chance and even a third chance.
“If we hire somebody and they can’t get past something in their lives and we have to part ways, they know that to get back in the door, they need to experience some sort of change — some sort of growth. Without people, how do we grow? If those people aren’t growing personally, it’s going to show up in our business.”
McAdams says helping employees overcome personal hurdles is the most gratifying part of his role at Best-One of Bowling Green. “In my office, I have a six-foot-tall window and a door stop, so I’m not an invisible owner. I encourage our employees to walk through the door of my office when they need help.
“There’s no area of life where we can’t add some value, somewhere, but you have to walk through that door and ask for it.”
THE NO-SPLICE RETREAD
By;
When interviewing job candidates with checkered histories, “I assure them, ‘This is a no-judgement zone. Tell me everything.’ I ask a lot of questions about their lives, without trying to cross boundaries. I’m not concerned about yesterday. I want to know where they want to be tomorrow. When someone has (committed) a felony and they’ve paid the piper and have been turned down for jobs, they look at life through a different set of eyes. They want an opportunity.”
FURTHER DEVELOPMENT
MADE RIGHT
Best-One of Bowling Green offers a wide range of development opportunities for its employees, both new and those who have been with the company for years.
“We partner with Dale Carnegie Training for leadership classes,” says McAdams. “Best-One has its own leadership classes. Everybody goes through Tire Industry Association training. We do quarterly OSHA (Occupational Safety and Health Administration) safety training. I keep a library of books in my office. We spend a lot of time diving into how we can help our employees become better human beings.”
In some instances, “these are people who are trying to model something that they’ve probably never had to model before and it’s challenging. We’re not all great at it. I’ve let people down.
“Coming from a background, in school and growing up, where I felt that I was probably not going to amount to much ... I’ve thought, ‘I don’t deserve all of this.’ I want others to find the success that I’ve found. Hopefully, they have a great start” at Best-One of Bowling Green.
McAdams says that whatever his dealership evolves into, “I don’t want it to include me. Every day, I try to diminish myself by lifting someone else up. To me, it’s about building people.” ■
9/20/24 8:08 AM
New bill could help retreaders
GOODYEAR EXEC EXPLAINS BENEFITS OF LEGISLATION
Madison Hartline By
Joe Burke, vice president, North America commercial and global aviation, Goodyear Tire & Rubber Co., believes that now is the best time for the Retreaded Tire Jobs, Supply Chain Security and Sustainability Act of 2025 to get passed in both the House of Representatives and the Senate.
He believes that this bill would positively impact retread manufacturers and the trucking industry, as well.
Earlier this year, Congressman Darin LaHood (IL-16) and Congresswoman Emilia Sykes (OH-13) reintroduced the Retreaded Tire Jobs, Supply Chain Security and Sustainability Act of 2025.
Burke has made numerous trips to Capitol Hill to lobby for the bill to be passed.
“It’s basically trying to make sure that we’re supporting the (retread) manufacturing aspect of this business,” says Burke.
The bill proposes a 30% federal tax credit — up to $30 per tire — for fleets that purchase commercial truck tires that have been retreaded in the United States.
“Retreading is key when it comes to supporting fleets across the U.S. and over the past 20 or 25 years, the amount of retreaders, nationally, has diminished significantly,” says Burke.
A retread is “still a very high-demand product that supports the commercial (trucking) industry,” he says. “There’s over 15 million retreaded tires that are sold annually.”
Burke says the new bill is not just supported by Goodyear, but by other tire manufacturers, as well.
“When you talk about up to a 30% tax credit — that’s significant,” he says. “It creates that competitive advantage.”
Burke says he has been to Washington, D.C. three times in the past nine months in support of the bill.
He has met with members of the House and Senate and he says there is really no pushback from legislators on the bill.
Part of his message is that the bill supports American jobs.
“When people get the understanding around that, it just makes sense,” he says.
“How are we going to support manufacturing in the U.S.?
“How are we going to support companies in the U.S. and then what are we doing to support the fleets and the trucking companies that are out there purchasing and utilizing these products day in and day out?”
SUPPORT FOR RETREADERS
Burke says the bill supports retreaders and trucking companies in multiple ways.
“You have retreads that are provided for a lot of large national accounts or government fleets that are out there, but then you also have retreads that are provided for a lot of local book transactional fleets that work with the dealer network that’s out there supporting them,” he explains.
“If you are offering a tax credit or tax incentive on every single retreaded product that is purchased, that goes directly to the fleet customer. That’s a huge benefit.”
This will then drive more business to servicing commercial truck tire dealerships, he says.
“Within our network, we have 80 retreaders and those are independent business owners who partner with us,” explains Burke. “This is just going to drive a lot more demand into those dealers.”
Joe Burke, vice president, North America commercial and global aviation, Goodyear Tire & Rubber Co., says the Retreaded Tire Jobs, Supply Chain Security and Sustainability Act of 2025 will support retreaders in multiple ways.
INDUSTRY RESPONSE
Burke says that Goodyear and other companies have been raising awareness about the bill.
“We want awareness out there, so that those independent owners or independent business leaders could reach out to their congressmen or congresswomen and just make them aware of what we’re trying to push forward and the benefit that it could lead towards,” explains Burke.
“People are out there that want to help and they want to move these businesses and industries forward.
“The trucking industry is the backbone of what this country stands for and creating these types of opportunities to help compete from a manufacturing side, but also support from a cost side, is beneficial on both sides.”
STATUS OF THE BILL
Burke says when the Retreaded Tire Jobs, Supply Chain Security and Sustainability Act of 2025 was introduced in the House, multiple members signed onto it.
Now, the focus is on getting the bill introduced in the Senate and getting additional members to sign onto it, he explains.
“You want to put it in a position where you know by year-end there’s an opportunity for it to be enacted ... and then it goes into effect.” ■
Photo: Goodyear Tire & Rubber Co.
Ag tire handling AVOID DAMAGE AND INJURY WITH THE CORRECT EQUIPMENT
Modern Tire Dealer has partnered with AG Tire Talk to provide answers to insightful questions that farm tire dealers have about farm tire technology. is 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.
QUESTIONS: What is the correct way to handle loose large ag tires? What equipment is required? What areas of the tire are most vulnerable and prone to damage, and which speci c handling techniques should be avoided?
DAVE PAULK, manager, eld technical services, BKT USA Inc.: Handling large agricultural tires can be a challenge without the right equipment. ey are heavy, large and expensive. ey are built strong to handle the everyday stresses of farming
but aren’t as strong as a bulletproof tire. Using the wrong things to li and move them can easily damage them. e proper equipment for the task of handling loose large ag tires must be used.
Three specific areas of the tire can be damaged and may be irreparable. If repairable, it could still lead to a shortened tire life.
e bead area of the tire can be damaged with chains, forks (forkli ), hooks, cables or ropes. e bead of the tire is interwoven with steel strands covered by a
layer of rubber. e layer of rubber on the bead bundle is a covering and protection for the steel bead. If this layer of rubber is torn, the bead won’t properly bead seat to the rim. Air from the tire will leak around the bead ange. is also allows air and moisture to get to the steel in the bead. is weakens the bead area, and it could eventually fail.
If the bead is kinked, this weakens the bead and a couple of things can happen. If the bead is kinked, there is a possibility that it can blow over the rim when
Photo: Yokohama Off-Highway Tires America
airing up the tire. is will destroy the tire and could hurt the person airing it up. Although the beads on most large ag and OTR tires are strong, kinking the bead can cause the bead to break when mounting or airing up the tire. Kinking the bead weakens the bead bundle to the point where it may fail and break. Bead kinks are unrepairable.
e sidewall can be punctured or cut by using a forkli (forks) or hooks. A section repair may repair the tire where it can be used, but the tire loses its integrity and exibility. e tire must be put in a position where it isn’t heavily stressed.
The inner liner can be damaged using forks or hooks. With a damaged inner liner, air retention is lost. is can cause a multitude of problems, such as separations in the tire. If the inner liner is damaged in the middle of the tire, it sometimes can be repaired, depending on the size of the cut. If it is damaged in the sidewall or shoulder of the tire, the repair probably won’t work because of the ex in the tire. e ex will roll the patch o .
Our recommendation at BKT is always to use the right equipment to handle large-size, loose ag tires. When possible, use at textile straps or a clamp instead of forks when moving and loading large tires. These protect the bead package, sidewalls and inner liners of tires by not placing stress on small areas of tires.
Tires are expensive to replace. Having to replace or repair tires because of damaging them is a direct expense to a business. Using the right tools will pay for itself in the long term and minimize headaches.
AG Tire Talk
GREG GILLAND, vice president, global agriculture, Maxam Tire North America Inc.: In the specialty tire world, the handling rules or practices are universal. Whether bias ply or radial tires, damage issues a ect tires the same regardless of their casing construction. In some cases, poor maintenance practices or improper handling can damage the tires beyond repair and render them unusable.
As part of the evolution of technology for the service of larger tires, the tire industry adopted special equipment to ensure the proper handling and safe mounting of these products. Listed below are some examples of various tools now commonly used in the handling or tting of specialty tires:
• Forkli with straps or handling hooks;
• Service truck with a tire boom equipped with sling or tire handling clamp; and
• Overhead cranes with textile straps.
For example, the size and weight of the ag tire determines the li ing equipment required to securely demount the existing tire or the seat of the replacement tire.
In the handling of ag tires, the areas below are critically important during any tire service or tire tment:
• Bead area. e center circle or open gap where the rim or wheel seats the tire on the equipment. Any damage in this area leads to shorter tire life and air leakage that could lead to both poor sitting and subsequent premature failure;
• Sidewall area. Avoid any penetration or cuts which can pierce or easily cut the rubber if mishandled;
• Inner liner or inner tire chamber area. e inner liner or “butyl” line is the only layer of “impermeable” rubber that can be pierced or cut easily if mishandled,
A torpedo forklift refers to the attachment on a traditional forklift that is used to handle and transport tires effi ciently.
Photo: Yokohama TWS
The forks on a forklift can damage large ag tires.
Photo: Yokohama TWS
A squeeze lift can grip and lift loads from the sides, as depicted in these photos.
Photo: Yokohama TWS
leading to air loss and early removal from service.
Specific tools to avoid in the handling of agricultural tires include:
• Open forks from a forklift;
• Chains on the forks of a forklift;
• Metal hooks to lift the tires on a handling boom or forklift; or
• Metal slings, metal cables or metal cords, which can damage the tire beads or tire tread area.
Any of the above tools can lead to the tearing of the rubber with unrepairable damage both impacting the cosmetic finish and integrity of the tire casing. Avoid dragging the tires by pulling the tire on its side and pulling the tires across the ground from the tread or bead area.
Maxam recommends the following tips to ensure the proper handling of agricultural tires, especially larger or heavier width tires that have steel belts in their tread construction:
• Use a smooth clamp and/or nonmetallic slings that can handle the tire tread area with ease on the sidewall;
• Use a boom attachment on a forklift with non-metallic straps to handle through the tire’s center when moving or handling the tires;
• Use only flat textile slings or straps and secure through the tire center or the tire tread area;
• If using a tire hand forklift or boom truck, use the tire hands or clamps to handle the tires from the tread area only;
• Wherever possible it is recommended that tires be stored vertically on their tread and preferably under a roof or cover to reduce any ozone deterioration and/or dirt or sand contamination.
DAVID GRADEN, g lobal account manager, agriculture, Michelin North America Inc.: Michelin ag tires are an expensive investment for farmers and their machine’s efficiency. Proper handling of these large ag tires is essential to ensure safety and prevent damage. Handling these tires correctly requires the right equipment and techniques to protect both personnel and the tire’s structural integrity.
When moving large ag tires, it is best to use specialized tire handling equipment
such as tire handlers, lifting straps, tire grabbers and boom attachments designed specifically for tire movement. Additionally, palletizing ag tires rather than standing them upright enhances stability and reduces the risk of tipping or falling during shipment. Palletizing them also allows you to remove them from shipments much easier and safer than rolling them off the back of the
truck. If tires must be moved manually, however, using proper lifting techniques and multiple personnel can help prevent injuries and/or tire damage.
Throughout my years in the ag tire industry, I have seen my fair share of tire damage and bodily injury due to improper handling. Whereas we will often work with a tire dealer on specific situations, unfortunately, shipping
damage isn’t a warrantable condition nor are we able to repair a broken femur and rib cage. e bead area and sidewalls tend to be the most vulnerable and are frequently damaged by traditional forks of a forklift. The tread and sidewalls o en get damaged by dragging the tire over a raised nail head or metal corner. Improper storage can also cause di -
culties in mounting these tires, when damaged by improper li ing or storage.
JAMES CROUCH, Alliance and Galaxy brand national product manager for agriculture, Yokohama O -Highway Tires America Inc.: Large agricultural tires are more than merely big in size. ey also represent a signi cant investment for
both dealers and end users. However, this investment is easily lost due to improper handling and storage, leading to costly waste and sustainability concerns.
The bead is the most vulnerable part of an agricultural tire. A single nick can render a tire useless, making careful handling essential. One of the most common causes of bead damage is improper forkli use. You won’t nd a piece of equipment with standard pallet-type forks at any Alliance factory or warehouse. Traditional forks have sharp edges designed for wooden pallets, but when used to move tires, they can slice through the bead, ruining the tire before it even gets mounted.
Many try to avoid the potential damage done by pallet forks by hanging tires from the forks with chains, ropes or hooks. Unfortunately, these can also damage a tire’s bead by concentrating the entire weight of the tire — in some cases, more than 700 pounds — on a single spot.
Every farmer understands the need to have the right tool for the job. Tire
This is a look at a damaged tire bead due to improper tire handling.
Photo: Yokohama TWS
An example of damage to a tire sidewall due to improper lifting and moving of the large tire.
Photo: Yokohama TWS
squeezers (also sometimes called tire clamps) are the industry standard for moving tires. Tire squeezers are attachments that fit onto forklifts, skid steers, tractors and crane trucks to grip the outside of the tire (along the tread) and avoid contact with the less resilient bead area.
Mounting large agricultural tires requires the proper equipment. It’s nearly impossible to install a large farm tire by yourself. Consequently, most service trucks are equipped with booms for lifting. These booms should use attachments like clamps that grip the outside of the tire or wide lifting tools that distribute the weight of heavy tires evenly over a large area to protect the bead and avoid hooks and chains that put too much pressure on a single point, risking bead deformation.
CHRIS NEIDERT, ag marketing, training and development manager for Trelleborg and Mitas Tires — North America, Yokohama TWS: As ag equipment gets bigger, so do the tires. To safely handle large ag tires takes special equipment and good operator training.
A squeeze lift is used by most companies that handle large tires. Just as the term reads, the machine squeezes the object being picked up.
Operating a squeeze lift forklift involves using clamps to grip and lift loads, like a regular forklift but with the clamps squeezing the load from the sides for safe movement and virtually no chance to damage the tires.
A torpedo forklift refers to a forklift attachment, specifically a long tube, designed to handle and transport tires. These attachments, mounted to the end of the forklift forks, allow for efficient handling and loading of tires.
Using a traditional forklift is not a good choice when handling large ag tires. Using the wrong equipment can damage a tire that could be worth thousands of dollars. Using improper equipment can not only be costly, but because the damaged tire will need to be replaced, delivery delays may ensue or the tire that is needed may not be available.
The traditional forks on a traditional forklift can damage the bead and sidewall of a tire. It is strongly recommended to not use this equipment as it has a high chance of damaging the sidewall and/or the bead area of the tire. This damage
most likely will render the tire unusable. Finally, let’s talk about shipping. Most times, ag tires can be shipped on pallets. This will help make sure the tires are not damaged by the trucking company forklift per our examples above.
We show a couple of examples with tires on pallets and tires loaded loose on a trailer. If shipping on a trailer, make sure the tires are securely fastened with strong
straps. We do not recommend shipping tires loose or laying on the ground. Forklift damage will most likely occur. Ag tires can be expensive, sometimes costing over $10,000. Make sure you have the correct equipment to move the tires around your warehouse. When shipping tires, protect that investment by shipping on strong pallets or ship securely on a flat bead trailer. ■
By
IDennis McCarron
The five kinds of success OPEN,
HONEST COMMUNICATION IS THE KEY
n every human mind, the definition of success combines two factors: assertiveness and cooperation — the desire to complete a task versus the desire to maintain or improve a relationship. To understand a problem, you have to understand it from the other person’s point of view. Let’s look at how people define success in five different ways:
Competing. This is your standard “I win, you lose” view of the world. On its face, success is defined in terms of sport. The score at the end determines who won and who lost. A competitive win in and of itself is not a bad thing. There is a time and place for competition. Winning in the right circumstance can be exhilarating. We all crave being the best at something. A competition-style worldview also can be felt by service advisors and customers at inappropriate times. This can be customers who don’t care about your business — only their interests and satisfaction — or it can be advisors who view sales as a contest of will and ultimately create buyer’s remorse. People who sell things just to get a spiff fall into this category.
Collaborating. Collaboration was touted as the preferred method of retail business for at least two decades. It was the shiny new idea that deserved its time in the sun. Components of win/win include making the customer part of the decision and helping the service advisor understand the difference between “need” and “suggest.” Because it was a new idea for retail at the time, it was slathered over everything like a bad paint job. But collaboration can cost the one thing you never get back: time. Not every situation deserves collaboration. It shouldn’t take 20 minutes to suggest an air filter. The juice isn’t worth the squeeze. Collaboration is only appropriate when both sides are willing to push through pain points. Collaboration is 50/50 sweat because there is no compromise.
Compromising. Randomly discounting work to get a sale is a recipe for disaster. One, it teaches customers that all prices are negotiable. Two, it teaches employees that all pricing is negotiable as long as you get a sale. When compromise is the go-to tactic in retail, profitability is always the loser. The customer and employee both get what they want and the business gets nothing. Compromising is an easy out for employees. If allowed in a store, it becomes very difficult to remove because it’s reinforced by both participants as a successful tactic. Compromise always ignores the third way, which is, “What solution is possible without discounting?”
You can compromise in other areas of a retail environment, but sacrificing gross profit for empty sales is a short-term and long-term disaster outside of a very narrow scope of results.
Avoiding. Believe it or not, avoidance of sales is common in the tire and automotive space and in the minds of certain people. It takes on many forms. Talking through a sale is common, where an advisor misses the cues to close. Providing benefits that a customer isn’t interested in also gives customers ammunition for a “no” later in the conversation.
Recognizing a vehicle when it pulls into the parking lot and disappearing from the showroom to let the new person deal with the owner of the vehicle is also problematic. Avoidance is seen as a victory because the advisor believes a win isn’t possible.
Accommodating. This tactic of success involves self-sacrifice. It can appear in hero syndrome-driven situations where your company goes so far above and beyond the normal scope of business that it’s unsustainable in the long term.
Heroes often die at the end of stories. They don’t always live happily ever after. Heroes are made in moments, not on a dayto-day basis. Hero syndrome creates burnout. Too much at stake every day will cause the best of your employees to crash to the ground, often creating a crater that’s too big to climb out.
Sometimes it’s hard to see why employees or customers do what they do. But no one goes to work with the intent of failing. In fact, what you view as a failure may quietly be a win for the other person.
It’s not a secret that open, honest communication is the key. But the key must fit the lock. There is no one way — no script or trick. The strategy of understanding a vehicle’s problem and the customer’s problem goes a long way in solving retail’s biggest issue, which is trust. ■
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.
Mergers & Acquisitions
Cole Strandberg By
Thinking like a visionary
WHY YOUR STORY — NOT JUST NUMBERS — DRIVES VALUATION
When most people think of mergers and acquisitions, they think about numbers. And they’re not wrong. Valuation is deeply tied to revenue, margins, growth and EBITDA. But if you stop there, you miss the real driver of premium outcomes.
I was recently asked about the most important skill to be effective as an investment banker or M&A advisor. My answer? It isn’t spreadsheets or slide decks. It’s something far more simple and far more powerful: be a great storyteller. At its core, M&A is just as much about the story as it is about the financials. A great horse being ridden by a great jockey heading toward the promised land — that’s the business buyers are willing to pay top dollar for. Strong performance today matters, but it’s the vision for tomorrow that unlocks extraordinary multiples.
I’ve seen it firsthand. Businesses with similar financial profiles can sell at dramatically different valuations depending on how well their story positions them for the future. The differentiator is almost always leadership: the visionary who sees where the industry is headed and builds accordingly.
Visionary leaders aren’t fortune tellers, but they ask different questions. They constantly challenge the status quo with ideas like:
• “If I had unlimited runway and unlimited capital, what would I be doing with this business?”
• “What shifts are happening in my customers’ world that I can address before anyone else?”
• “How do I build something today that will still be relevant — and maybe even essential — 10 years from now?”
The best operators don’t just run their businesses. They architect the future. Some of the answers to these questions they can execute themselves. They leave others as “meat on the bone” for their future financial partner, making the story even more compelling to a buyer or investor.
Buyers don’t just buy financial statements. They buy trajectories. A business that looks poised to grow, adapt and thrive in a changing environment is far more attractive than one that’s standing still, even if the numbers are similar today.
That’s why you’ll see two businesses, both doing similar revenue with similar margins, sell at very different multiples. One is a good operator, managing day-to-day. The other is a great operator, building for the next era. Buyers will often stretch for the second one.
In other words, valuation isn’t just about what you’ve done.
It’s about where you’re going. Buyers pay a premium to go along for that ride.
The good news? Visionary thinking is a skill that can be practiced.
Cultivating visionary thinking requires being intentional about how you approach your business. It starts with making time to think in future tense, stepping out of the day-to-day to ask where the industry is headed and how your company can align with it. Visionaries also look beyond their immediate niche. They’re studying trends in adjacent industries and borrowing ideas that can be applied in fresh ways.
Surrounding yourself with forward thinkers is equally important. Peer groups, 20 Groups and industry events often spark insights that wouldn’t surface within your own four walls.
‘Premium valuations don’t happen by accident. They’re the result of strong financials paired with a compelling story about the future.’
Finally, it’s about balancing execution with aspiration. Not every idea has to be implemented today, but planting seeds now while leaving some upside visible for a future buyer can be a powerful way to build long-term value.
I’ve been fortunate to work with visionary leaders in the tire space and beyond. They’re not just growing. They’re redefining what their businesses can be. They’re redefining what their industry can be. And when they go to market, buyers notice.
Premium valuations don’t happen by accident. They’re the result of strong financials paired with a compelling story about the future. When those two align, you don’t just sell a business. You sell a vision. And that’s when you turn a good outcome into a life-changing one.
If you’re an operator thinking about your next chapter, start asking visionary questions today. Don’t just build for today. Build for the promised land. Buyers will see it and you’ll reap the rewards. ■
Cole Strandberg is a managing director with Focus Investment Banking’s automotive aftermarket team, specializing in mergers, acquisitions and capital raising for multi-location tire dealerships and automotive service businesses. Email him at cole.strandberg@focusbankers.com.
Dealer Development
Randy O’Connor By
EWork hard, be kind
CHANGING YOUR CULTURE — TWO PEOPLE AT A TIME
verywhere you look today, headlines remind us of division. Politics, social media and even everyday conversations can quickly feel like battlegrounds. It would be easy to believe that divisiveness is the defining characteristic of our culture. But here’s the truth: division only exists if we allow it. And in our business, it doesn’t have to.
Every day, we’re given an opportunity to push against division, to build trust and to make meaningful connections. We can start small: two people at a time. And the best way to do that? Work hard and be kind.
In the tire dealership world, culture is the foundation of everything. Marc Pons of Chapel Hill Tire, an industry culture leader, recently commented while on The Modern Tire Dealer Show, “Lean into genuinely caring for your people.” Those words should ring true in every dealership.
If leaders don’t intentionally set the tone, culture doesn’t just disappear. It defaults. And when it defaults, it usually doesn’t land where we want it to. That’s why we have to define it, model it and protect it. When a dealer builds a culture of hard work and kindness, it permeates every part of the operation, from the shop floor to the customer lounge. Customers feel it. Employees live it. Your community sees it.
Our industry is built on effort. We’re tinkerers and we do so obsessively. Customers expect us to show up early, diagnose accurately and fix their cars’ problems the first time. Hard work is non-negotiable. But working hard isn’t just about labor. It’s about diligence in every corner of the business. This includes:
• Following up with the customer who left without buying or better yet, following up personally with a customer who entrusted you with significant repairs;
• Double-checking torque specs, every time;
• Keeping your shop floor clean, even when it’s 6:30 p.m. and everyone is tired;
• Taking time to review numbers and train staff instead of pushing it off until later.
Working hard means caring about quality, about safety and about people. It’s the kind of effort customers notice, even if they can’t name it. It’s what builds credibility. If working hard earns trust, kindness sustains it. Kindness doesn’t mean softness. It means being respectful, intentional and human. It’s about listening before you respond. It’s about explaining instead of dismissing.
We’ve all seen what happens when shops operate without kindness. Employees burn out. Customers don’t come back. The work may still get done, but loyalty never grows. On the other hand, when kindness is woven into daily operations, small things
make big differences. Kindness multiplies. It sets the tone for every interaction and slowly shifts the culture of a store.
How do we change culture when the world feels divided? Not with sweeping speeches or slogans, but with the interaction right in front of us — two people at a time. When a service advisor chooses patience instead of frustration, culture changes. When a technician explains an issue respectfully instead of rolling his or her eyes, culture changes. When an owner thanks an employee sincerely, culture changes.
These small, consistent choices create momentum. Over time, they stack up. What started as one employee choosing kindness with one customer becomes an entire shop known for trust and care. When that reputation spreads into the community, you’ve built something more powerful than advertising ever could.
‘Every time a
customer
walks into your store, you get a chance to reset the tone of the conversation — not just about tires or repairs, but about trust, respect and humanity.’
Culture can’t be a one-time pep talk. It has to be trained, reinforced and expected. As I’ve previously written, dealers with mature training programs and a healthy/supportive culture almost always do both well. That means training shouldn’t only cover technical skills. Training should also teach communication, empathy and consistency. New hires should learn not only how to rotate tires, but how to greet a customer, how to resolve tension and how to make kindness second nature. When kindness is taught the same way torque specs are taught, it becomes a core skill — not an afterthought.
Every one of us has the opportunity to define our values. If you want your dealership to be known for “work hard, be kind,” then embed it into hiring, training, performance reviews and recognition. Celebrate it when you see it. Correct it when it’s missing. Values aren’t slogans on a poster that hang on your office wall. They’re about practice. Live your values, each day and every day.
The world may appear or feel divided, but our businesses don’t have to be. In fact, we have a unique chance to push against that tide. Every time a customer walks into your store, you get a chance to reset the tone of the conversation — not just about tires or repairs, but about trust, respect and humanity. ■
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.
Know the truth about EVs 10 THINGS YOU MAY HAVE HEARD ABOUT EV TECHNOLOGY
Craig Van Batenburg By
As electric vehicles (EVs) keep selling — even without the $7,500 federal incentive —myths, hype and partial truths about these vehicles are still abundant.
In the column, I’ll review some of those “facts” and see if they hold up. We’ll cover EVs and their components, as well as some of the related technologies that make them run and concerns about the power grid.
I make my living training technicians and others who need to know the how and why in EV technology, so you might think I’m biased. But I have been working on, learning about and writing about the hybrid and EV world for more than 25 years.
Let’s look at some of the more commonly held beliefs about EVs and EV technology:
• Sales of EVs are over since the incentives have been discontinued. False. This column was written in September, so we will see. Sales are expected to slow down. They will not go away. This slowdown may help the support systems — such as charging infrastructure, cell development and more — to catch up.
• Solid state battery cells will take over next year. False. The expense will be very high. Luxury sport cars? Maybe soon.
• Wind power is killing birds. True. Other things cause more bird kills than wind power, but more is being done to lessen the impact of wind generation. There are ways to build safer wind farms for birds. Before construction, wind companies survey sites and place fewer turbines in areas most important for habitat. Scientists have found that painting one blade of a turbine black, which increases visibility, can reduce bird fatalities.
• EV battery packs are continuing to pile up at landfills across the country. False. The older nickel metal cells, which, by the way, are not used in modern EVs, are recycled and have been for years. Recently, the lithium cells used to make everything from hearing aids to Tesla battery packs are being recycled back into the cathode that is then put back into a new cell.
• The Tesla NACS superchargers are powered by diesel generators. False. There are no dedicated fast chargers powered by diesel generators in the United States. The EV charging network relies on the electrical grid. There may be some solar panels in remote areas such as the Utah and Nevada deserts with no grid power to power the chargers with diesel back-up, but it would be just a few.
• Tires are polluting the water with micro particles of rubber. True. When tires wear, chemicals can be released. Some of that tire dust gets into the water, air and soil. EVs have been the focus of this problem, but the issue has been known about long before EVs were here. Tire companies — and the tire industry, as a whole — are working on a solution.
• Building an EV creates a larger carbon dioxide footprint than manufacturing a gasoline car. True and false. It takes about 30,000 miles of driving an EV to get back to the carbon emissions needed to build a gas car. Then the EVs will have lower-overall emissions than gas cars. The longer the EV stays on the road, the better the comparison gets for the EV.
• EV battery production and mining create so much pollution that they cancel out the environmental benefits of EVs. False Although battery manufacturing has a large carbon footprint, it is a one-time cost. A gasoline car, by contrast, emits carbon pollution every time it is driven. The facts confirm that EVs are responsible for lower levels of greenhouse gas emissions over their lifespan compared to similar internal combustion vehicles. As electricity grids shift toward renewable energy sources, the environmental advantage of EVs will continue to grow.
‘Engineers will improve the technology, as they always do, and costs will continue to drop.’
• Our power grid cannot support EVs. Partially true. Widespread EV adoption is not expected to cause the power grid to collapse now, but if we do not continue with renewable energy to power the grid, a large increase in electric vehicles will overburden the U.S. power grid.
• The electromagnetic fields from EVs are causing cancer. False. Extensive testing and analysis have found that electromagnetic fields (EMFs) in EVs are below recommended safety limits and do not pose a cancer risk. A seven-country European Union study confirmed that magnetic field levels in EVs are safe, with maximum exposure being less than 20% of the recommended standards.
My company, Automotive Career Development Center, also instructs technicians in the medium to heavy-duty truck segment. More myths exist there too. Engineers will improve the technology, as they always do, and costs will continue to drop. As the Beatles once sang, “It’s getting better all the time.” ■
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.
Two new products for two big segments
SAILUN LAUNCHES TIRES FOR UHP ALL-SEASON AND ALL-TERRAIN MARKETS
Mike Manges By
Sailun Tire Americas is taking aim at two high-volume segments with the launch of the Sailun Atrezzo SVA2 and the Sailun TerraMax AT2.
The Sailun Atrezzo SVA2 is an ultrahigh performance (UHP) all-season tire. The Sailun TerraMax AT2 is an on/offroad light truck and SUV tire.
Sailun dealers and distributors pushed the performance boundaries of both products during the recent Sailun Traction Tour, a day-long ride-and-drive event held near Salt Lake City, Utah. (They also drove on the Sailun TerraMax RT, a light truck tire that has been in market for a few years.)
The Sailun Atrezzo SVA2 offers “superior traction, handling and stability,” according to Sailun officials.
The tire features a modern tread design with “optimized void arrangement” for enhanced wet grip and stability; an optimized contact patch that evenly distributes ground pressure, “enhancing traction and control;” an innovative tread pattern with additional tread blocks for noise minimization and road impact absorption; and more.
The Atrezzo SVA2, available now in the United States exclusively through TBC Corp. and National Tire Wholesale (NTW), will come in more than 50 sizes, ranging from 205/45R16 to 255/40R20. In Canada, the tire is available through multiple distributors.
The Sailun TerraMax AT2 also is exclusively available in the U.S. through TBC and NTW and can be purchased in Canada via multiple distributors.
Sailun Tire Americas introduced the new Sailun Atrezzo SVA2 ultra-high performance all-season tire (pictured) and the new Sailun TerraMax AT2 light truck tire at a recent ride-and-drive event near Salt Lake City, Utah.
Photo: MTD
The tire features an “aggressive, open shoulder tread design that is 3-Peak Mountain Snowflake-certified” for optimal water, slush, mud and snow expulsion.
A center rib helps ensure ride control and a stable drive, while deep sipes “create additional tread surface” and enhanced traction.
Protective sidewall biters “provide extra traction and help prolong the tire’s lifespan.”
The Sailun TerraMax AT2 will be available in nearly 50 P-metric and LT sizes.
KEY UPDATES
When discussing target applications for the Sailun Atrezzo SVA2, Jared Lynch, vice president of sales, corporate accounts, PLT, North America, told MTD
Focus on Industry
that “the Atrezzo SVA1, our previous product, did incredibly well for us. That one came out around 10 years ago and was mostly geared toward sedans.”
More recently, demand for SUVs and CUVs “has exploded. CUVs and SUVs today have very firm handling, firm suspensions and high horsepower. The consumers who are buying those vehicles are former sedan owners. We wanted to make sure when we came out with (the Atrezzo SVA2) that we had the right sizes for those customers.”
“We also focused on making sure staggered fitments are available that we didn’t have previously,” said Jack McClure, PLT segment manager, North America, Sailun.
“Another interesting dynamic that happened was five to 10 years ago, consumers looked at the value tier for their third or fourth tire replacement,” said Lynch. “Today, they’re looking to the value tier for their first replacement.”
When asked why Sailun is introducing an all-terrain (A/T) tire now, Lynch noted that while rugged-terrain is the
fastest-growing segment in the light truck tire category, “the volume of A/T tires is significantly higher than R/T tires.
“When we updated to the TerraMax AT2, we spent a good amount of time focusing on making sure we improved in every single area. We wanted to make sure it was quieter and even more comfortable than the previous-generation (TerraMax) and from a traction and handling standpoint it’s superior.
“And then a very important aspect is aesthetics. We wanted to make sure we looked at what customers want from an aesthetic standpoint today and we updated the (tire’s) sidewalls to match. There’s still a massive market for A/Ts, so we made sure we incorporated the characteristics that consumers want.”
Lynch said both the TerraMax AT2 and Atrezzo SVA2 will be positioned as fourth-tier products. “We want to make sure we build top-tier quality and provide good value. That’s very important to us.”
Steve Taden, key account manager, NTW, told MTD during the Utah ride-and-drive that Sailun’s “quality,
construction and engineering rival any tier-two (brand), any day of the week.”
After driving on the Atrezzo SVA2, Jeff Waters, senior brand manager for TBC, said the tire is “quiet, predictable ... (with) good, strong handling. And it looks good. Sailun does a really good job of (delivering) a clean, premium look.
“The 18-inch-plus UHP all-season market is exploding. UHP all-season is a massive market and it’s going to continue to grow.”
FAST TO MARKET
Sailun is working on bringing new products to market faster, said Lynch. “Market dynamics change quickly nowadays. In the past, you could have three years to develop a new product and you pretty much would be guaranteed there wouldn’t be much market change.
“Now vehicles are being introduced much faster and (original equipment vehicle manufacturers) are making changes to vehicles more frequently,” forcing tiremakers to pick up the pace of new product development. ■
Doubling down on family ownership
S&S TIRE READIES ITS NEXT GENERATION OF LEADERS
By
Madison Hartline
“ChatGPT told me this morning that 88% of all third-generation family businesses go bankrupt,” says Brooks Swentzel, president and second-generation owner at Lexington, Ky.-based S&S Tire.
Brooks is taking this statistic seriously as he prepares and molds his sons — the third generation of S&S Tire leadership — to one day be in his shoes just like his father, Paul Swentzel, did for him 20 years ago.
Brooks says that the progression of him taking over from his father was very natural and getting his sons — Brock Swentzel, president of S&S Tire’s wholesale division, and Austen Swentzel, vice president of commercial sales at the dealership — involved has been, too.
FIRST GENERATION TO SECOND
Paul Swentzel and his partner, Don Schneider, opened the first S&S Tire store in Lexington in 1974.
About 20 years ago, Schneider had already retired and Paul was nearing that
point, as well. Brooks says that Schneider’s children didn’t want to take over. “I was kind of left as the heir apparent.”
S&S Tire was transitioning into a more digital business model. Paul figured this would be a good time to step out of the company and hand it over to Brooks.
“Back then, it was different,” says Brooks. “There were no Teams meetings or anything like that. I shadowed him at all the meetings in person — bank meetings, supplier meetings, customer meetings. By the time he stepped down, I had a good feel for everything.”
Brooks knew when his father stepped down that he would have to “take the reins and then make it my own. It was a little overwhelming at first, but over these last 20 years, we’ve built one heck of a team and one of the best teams in the business and (we’re) just very happy with where we are and where we’re going.”
At the time of Paul’s retirement, Brooks says that there were about three others who were acting as his dad’s partners or key leadership members.
“But it was just a given that at any point it was going to stay in the family,” he says.
THE THIRD GENERATION
Brock started at S&S Tire while in college, working in a retail store that S&S Tire had at the time.
“Once I got out of college, we brought purchasing internally to the home office to source for the whole company and I started running the supply chain division and then moved over to wholesale like four or five years ago,” he notes.
Austen had a similar start in the family business. He worked at the dealership in college, doing some purchasing and administrative work, and came on-board full-time after college in 2019.
Shortly after, COVID-19 hit. Austen lived in Nashville and ran S&S Tire’s warehouse in that market until transitioning into more of an executive role, which he has been in for about four years now.
Brooks says that there really isn’t any part of the business that Brock and Austen aren’t involved in.
“The last few years, we created our CLT or our core leadership team (and) we built new initiatives, so everything is very transparent on what the key initiatives are. We call those ‘big rocks.’ We know, in every division, what the big rocks are, what has to be accomplished by mid-term of the year and what has to be accomplished by the end of the year.”
This means holding everybody accountable in all divisions and making sure the whole company is heading in the right direction, buying into leadership’s vision.
“And so the boys are very involved in all of that. The other key piece is that we don’t make any tires, so our vendor relationships are very strong. We spend a lot of time on that and on our banking relations and (Brock and Austen) are very involved in that and involved in the forecasting and the weekly, daily, monthly
From left to right, Brock, Austen, Paul and Brooks Swentzel of S&S Tire, pictured at the company’s 50th anniversary celebration last year.
Photo: S&S Tire
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Focus on Dealers
and quarterly performance reviews with the bank. Every aspect of the business is pretty visible and they’ve got good visibility to all of it.”
Brock describes working in a family-owned business as a blessing, but one that comes with a lot of responsibility.
“When you look at it, Grandpa had 10 employees when he started. Now we have over 650 employees. To take that
of
on, that’s a lot of responsibility on a dayto-day basis ... to kind of keep the train headed in the right direction. So we show up to work and we are just visible. We’re here, we are putting in the work and the employees follow our lead.”
Austen agrees with his brother, adding that the two never fully appreciated “the scale or impact of the amount of employees or amount of families that rely on you.
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Publication Title: MODERN TIRE DEALER
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“Then when you get to a certain age, you start to see it and are exposed to more of the day-in and day-out type of responsibilities. It’s kind of a clarity moment where you realize there are a lot of people who rely on you.”
He says the success of S&S Tire is “important to a lot of people in this community.”
GOOD WHERE THEY ARE
Brooks says he has no aspirations to take S&S Tire nationwide.
“We are very strong in what we do. We’ve got the relationships and we spend a lot of time on what we call VOC, which is ‘voice of the customer.’ We know that we have to be relevant to that customer.”
S&S Tire has a wholesale business, a commercial tire business, sells retreads and is in the OTR tire business.
“In each one of those lanes, we have very precise plans that everybody’s involved in and we keep moving forward.”
Brooks says S&S Tire has acquisitions on the table and also has points on the map where it could place greenfield locations, if it makes sense.
“2025 is going to be a great year for us financially. We’re doing really well. We’ve already got meetings and talked to the bank about expansion. Our fiscal year ends in October, so we already have multiple irons in the fire going into 2026, wherever there’s a need.”
New hires also have been made to make the S&S Tire team stronger.
“Is there a reorg” of the company planned “for next year?” teases Brooks. “Maybe. I’ll leave it at that.”
In the meantime, Brock says S&S Tire will continue to be strategic in how it wants to grow and with Brooks letting him and Austen run their own deals and operations, it doesn’t matter if Brooks steps down in 10 years or tomorrow. “It will be a seamless transition.”
Brooks backs this statement, adding with a laugh that the only person who could bankrupt the company is himself.
Austen and Brock “know our goals, they know our vision, they know our mission statement and what priority the customer is and they both execute their jobs very, very well.
“They involve me when they need to, but most of the time the decisions they make are in line with everything. They’re both doing a good job.” ■
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Recipe for success
LEIPOLD TIRE CELEBRATES 50 YEARS
Madison Hartline By
In 1975, Dennis Leipold had just graduated from college and was working at a tire dealership when he thought to himself, “I could do this, too.”
So at 22 years old, Leipold rented a location in Stow, Ohio, and opened Leipold Tire Co. Inc.’s first store.
Today, 50 years later, Leipold has retired and is letting the next generations of Leipolds, his sons and grandsons, take over. However, he isn’t out of the game completely and still comes into the dealership every day.
“I can’t sit still,” laughs Leipold.
OPENING THE FIRST LOCATION
In May 1975, Dennis rented a location at the entrance of a shopping center in Stow, a suburb of Akron.
“There were no hearings, no boards or anything. It was all very plain and simple. I made a deal with a guy. I rented the building and that was that.”
He had saved around $17,000 working through school, which he used to fund the start of Leipold Tire. He says getting a location in today’s day and age is not as simple.
“Nowadays, if you want to open a business, you have to have a tree committee, a water run-off committee and all this red tape, so it’s really hard for an individual guy to start his own place.
“We were very small and if I did 14 tires a day, I was thrilled” in the dealership’s early days, continues Leipold. “All the overhead was extremely cheap and I did everything myself. Then three months later, I hired my brother.”
Leipold says that back then it cost him $72 a day to completely cover his overhead. That included the building payment, utilities, insurance and wages for one employee. “Now, $72 won’t even cover five minutes.”
The Stow location was in front of a shopping center, across the street from a K-Mart, and was on a road that stretched from Stow to Kent, Ohio.
“I had free advertising because of this and high, high, high visibility,” says Leipold.
“We work hard to protect our name and reputation,” says Dennis Leipold, founder of Cuyahoga Falls, Ohiobased Leipold Tire. “Family-owned and customer driven — that’s our DNA.”
The business kept growing and he added another employee, but the building’s rent kept going up and the owner wouldn’t sell the building to him. So Leipold bought his current Cuyahoga Falls, Ohio, location in 1983.
“The intention was to move (to Cuyahoga Falls) from the original location in Stow, but I thought maybe I could run two locations. So I opened the Cuyahoga Falls location and kept the original location. Then in 1986, another building became available (in Stow) that I bought and we moved our Stow location there.”
Leipold went from four employees to his current 25. At first, he only sold and serviced tires. Around 1984, he added brakes and alignments to the dealership’s list of services.
AS THE YEARS GO BY
“Back when I first started, I was not even in the minor leagues compared to
Leipold says his business kept growing, but the owner of his original building wouldn’t sell it. So Leipold bought his current Cuyahoga Falls, Ohio, (pictured), store in 1983. “We are a little counter-cultural,” he says.
Photo: MTD
Photo: MTD
Focus on Dealers
competitors I had,” says Leipold. “And through those years, there’s been a transition. You could pick up a phone book in the ‘70s and ‘80s and there were about 30 pages (of) tire dealers and they were mostly independents like me, but there were also the corporate stores.
“As the years went by, you saw the department stores close, Sears and Wards disappeared and (many) independents like me have passed away. Through the ‘90s and early-2000s, I would go to a lot of dealer meetings and there was always a good mix of people there and I’d be sitting with guys who have 10, 20, 30 stores and the common thing I was hearing from these guys was, ‘My employees are stealing from me. I can’t get people to work’ and all this negativity.
“That’s when I decided I just wanted to have two stores. So I intentionally stayed small. I’m not interested in the ego of it all.”
Leipold says he has two recipes for success. Number one is “K.I.S.S.” or “Keep it simple, stupid.” The other one is “’You either live to work or you work to live.’ My
philosophy is making a good living and not being bogged down by it.”
THE NEXT GENERATION
Leipold’s oldest son, Ben, joined Leipold Tire when he was about 10 in 1984.
“I had to have a knee operation and he (Ben) wanted to come in and work for the summer,” says Leipold. “I told my employees to let him clean, but not to let him touch anything. I came back to work and that 10-year-old was changing tires!”
Ben worked through high school in the summer and then came back full-time after college in 1995.
Leipold’s second child, his daughter, Kim, also worked in the office during the summertime while growing up.
Andy, Leipold’s other son, followed the same path. He worked at the dealership during his school years. After college, he went on to work for an accounting firm before coming back to Leipold Tire in 2002.
Ben now runs the dealership’s Stow location, with Andy running its Cuyahoga Falls location.
Leipold’s grandsons, Landon and Logan, also work for Leipold Tire.
PROTECTING ITS REPUTATION
“We work hard to protect our name and reputation,” says Leipold. “Family-owned and customer driven — that’s our DNA.” Leipold says he is heavily faith-based and carries his personal faith through his operation and his employees. “We want customers to come back and today we have fourth-generation customers coming back.”
When Leipold decided to take a step back and retire in 2016, he didn’t pull away from the company completely. He still comes in most days to help and talk with customers and says he wants Leipold Tire to continue carrying on his “recipe” for success.
“My two sons and my two grandsons ... they got the recipe, so I’m just here checking the cake all the time,” he laughs. “We’re not short-cutting, cutting any corners, not exaggerating. Biblical values are still the DNA and we are a little countercultural.” ■
Toyota Sequoia ■ 2023
DESCRIPTION & OPERATION
The tire pressure monitoring system (TPMS) uses tire pressure warning valves and transmitters to detect low tire inflation pressure before serious problems arise. The tire pressure warning system of this vehicle adopts a two-type warning system.
When “Adjust Pressure” is displayed, normal warning, the tire pressure warning light comes on and a buzzer sounds when the tire inflation pressure becomes low due to natural air leakage or outside temperature.
When “Immediately Check Tire When Safe” is displayed, emergency warning, the tire pressure warning light comes on and a buzzer sounds when the tire inflation pressure becomes low suddenly due to a blowout. However, the system may not be able to detect sudden tire ruptures.
TPMS INITIALIZATION
Initialization can be confirmed through the tire pressure warning light. If the ignition switch is turned off during initialization, the tire pressure warning ECU and receiver memorizes that initialization was being performed. Therefore, it is not necessary to perform the initialization procedure again after turning the ignition switch to ON.
The order in which the data is received is random.
If the signals from all the tire pressure warning valve and transmitters are received, initialization is completed.
Initialization is completed when the Data List “ID Tire Inflation Pressure” display shows the correct pressures.
Initialization is normally completed within a few minutes. However, it may take 10 minutes or more until the tire pressure of the tire inflation pressure display function is shown.
It may take a few minutes until the values are displayed. If the values are not displayed after a few minutes, perform troubleshooting according to the inspection procedure for DTCs C2141-87 to C2144-87.
If initialization has not been completed successfully, Vehicle Control History (RoB) X20FE is stored after a vehicle speed of 25 mph or more continues for 20 minutes or more.
If initialization is performed, the existing tire positions will be cleared, but will be automatically identified when the vehicle is driven at 25 mph or more for 10 to 30 minutes.
1. BEFORE INITIALIZATION — Set the tire pressure to the specified value.
2. INITIALIZATION PROCEDURE
HINT: The tire pressure warning system illuminates the tire pressure warning light to warn the driver when any of the following conditions are met:
The tire pressure drops to approximately 75% or less of the tire pressure set when system initialization was performed using the steering pad switch assembly.
The tire pressure drastically decreases approximately 3.6 psi or more within several minutes to approximately 75% or less of the tire pressure when the tires are warmed. (It can take a few minutes
SPECIFICATIONS
until the values are displayed.) If initialization is performed and the vehicle is driven for a certain period of time, the tire pressure set during system initialization is adjusted and set to the tire pressure when the tires are warmed from the driving conditions.
a. Select “Set Pressure” on the multi-information display and press and hold the “OK” switch (steering pad switch assembly) until the tire pressure warning light blinks three times.
b. Display the Data List items. It may take a few minutes until the values are displayed. The wheel position cannot be determined from ID1 through ID4 on the Data List.
Chassis > Tire Pressure Monitor > Data List Tester Display
c. Check that initialization has been completed.
d. Confirm that the tire pressure data of all tires is displayed on the GTS screen.
TPMS REGISTRATION
The transmitter ID is written on the tire pressure warning valve and transmitter. It is not possible to read the transmitter ID after installing the tire onto the wheel. Therefore, make a note of the transmitter ID before installing the tire.
Tire pressure warning ECU and receiver ID registration after replacement must be performed using the GTS. Be sure to check procedures or what work is required after replacing parts.
1. BEFORE REGISTRATION
a. When replacing tire pressure warning ECU and receiver: Before replacing, use the GTS to read and record all of the current IDs and registered tires with transmitters (four or five tires) of the tire pressure warning valve and transmitter registered to the tire pressure warning ECU and receiver.
If reading the stored transmitter IDs is impossible due to malfunctions of components such as the tire pressure warning ECU and receiver, remove the tires from the wheels and check the IDs located on the tire pressure warning valve and transmitters. b. When replacing tire pressure warning valve and transmitter, take note of the seven-digit number (transmitter ID) written on the tire pressure warning valve and transmitter.
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2. REGISTER TRANSMITTER ID (USING GTS)
If the ID registration step is not completed within 300 seconds, ID registration will be canceled.
a. Set the tire pressure to the specified value.
b. On the GTS screen, display “ID Registration/Tire Number Registration” of Utility.
Chassis > Tire Pressure Monitor > Utility
c. Perform the procedure displayed on the GTS.
The number of tires with transmitters can be changed to four wheels only when the default value is set to five wheels. The number of tires is changed only when there is a special request from the customer. Normally, the default number of tires is set.
3. TIRE POSITION IDENTIFICATION (USING GTS)
a. Set the tire pressure to the specified value.
b. On the GTS screen, display the Data List. (It may take a few minutes until the values are displayed.) The wheel position cannot be determined from the IDs, listed as ID1 through ID4, on the data list.
When an “ID Tire Inflation Pressure” value has not changed, reset the tire pressure to the appropriate specified value and rotate the tire 90 to 270 degrees. Then rapidly release the tire pressure and recheck the value.
c. Rapidly reduce the tire pressure for each wheel at least 5.8 psi within 30 seconds.
d. Read the “ID Tire Inflation Pressure” value and identify the
tire with reduced pressure, and record the corresponding tire pressure warning valve and transmitter (ID1 to ID4).
e. Repeat for each tire.
f. Set the tire pressure to the specified value.
g. On the GTS screen, display “Tire Position Write” of Utility. Chassis > Tire Pressure Monitor > Utility
h. Perform the procedure displayed on the GTS.
4. REGISTER TRANSMITTER ID (USING TPWS TRIGGER TOOL)
Note: TPWS is an abbreviation for Tire Pressure Warning System.
Temporary registration
1. Adjust the tire pressure in all tires to the specified pressure.
2. Set the TPWS trigger tool to the ID reading screen.
3. Step A: Turn the ignition switch to ON.
4. Operate the steering pad switch assembly and select “Change Wheel” on the multi-information display, then press and hold the “OK” switch (steering pad switch assembly) until the tire pressure warning light blinks, and perform Step B within 35 seconds. During registration, the tire pressure warning light illuminates after blinking for one minute and the tire pressure on the multi-information display displays “---”.
Note: Operate the TPWS trigger tool while facing and close to each tire pressure warning valve and transmitter.
5. Step B: On the TPWS trigger tool, operate the read button two times to read and provisionally register the ID code of the tire pressure warning valve and transmitter.
• During the registration procedure, the tire pressure warning light will blink continuously at 0.25 second intervals.
• If registration fails, the tire pressure warning light blinks for one minute before turning on and the tire pressure display in the multi-information display becomes “- - -”, so perform the procedure from Step A again.
• When the temporary registration of each tire is completed, a buzzer sounds inside the vehicle after three seconds.
• If the buzzer does not sound, the tire pressure warning valve and transmitter ID of a different vehicle was mistakenly registered, or the electrical waves were not received. Change location, turn the ignition switch from OFF to ON, and perform the operation again.
Temporary registration will not be completed if the operation is performed in the incorrect order.
6. Step C: On the TPWS trigger tool, operate the read button two times to read and provisionally register the ID code of the tire pressure warning valve and transmitter.
7. Check that the tire pressure is zero on the multi-information display. HINT: If the tire pressure is not zero, the temporary registration is not completed. Perform the procedure again from Step A.
Main registration and tire position registration
If the order is incorrect, it will not be possible to complete final registration. Operate the TPWS trigger tool while facing and close to each tire pressure warning valve and transmitter.
1. Step D: Following the sequence shown on the TPWS trigger tool, operate the read button one time at each location and perform final registration for each tire pressure warning valve and transmitter ID and register the wheel position.
Sequence: Front tire RH, Rear tire RH, Rear tire LH, Front tire LH. The same tips from Step B apply for this step.
2. Check that the tire pressure is displayed on the multi-information display.
3. Rapidly decrease the tire pressure of each wheel to 5.8 psi or more within 30 seconds, and then check the tire pressure value on the multi-information display. It may take a few minutes until the values are displayed. If the tire pressure data does not change, rotate the tire from 90 degrees to 270 degrees, and check it again.
4. Repeat for each tire and adjust the tire pressure in all tires to the specified pressure.
5. TIRE POSITION IDENTIFICATION (USING TPWS TRIGGER TOOL)
Note: TPWS is an abbreviation for Tire Pressure Warning System. Read tire pressure warning valve and transmitter ID codes and register wheel positions:
a. Adjust the tire pressure in all tires to the specified pressure.
b. Set the TPWS trigger tool to the ID reading screen.
c. Turn the ignition switch to ON.
d. Operate the steering pad switch assembly to select “Set Pressure” on the multi-information display, and then press and hold the OK switch (steering pad switch assembly) until the tire pressure warning light blinks three times.
During registration, the tire pressure on the multi-information display displays “---”.
• If the order is incorrect, it will not be possible to complete final registration.
• Operate the TPWS trigger tool while facing and close to each tire pressure warning valve and transmitter.
e. Step A: Following the sequence shown on the TPWS trigger tool, operate the read button one time at each location to read each tire pressure warning valve and transmitter ID and register the wheel position. Perform these operations within 60 seconds.
Read Button Operation > Tire Pressure Screen Display (one time) Sequence: Front tire RH, Rear tire RH, Rear tire LH, Front tire LH When the wheel position registration of each tire is completed, a buzzer sounds inside the vehicle after three seconds. If the buzzer does not sound, the tire pressure warning valve and transmitter ID of a different vehicle was mistakenly registered,
TPMS S ucce ss star ts with B ar te c!
or the electrical waves were not received. Change location, turn the ignition switch from OFF to ON, and perform the operation again.
f. Check that the tire pressure is displayed on the multi-information display.
Rapidly decrease the tire pressure of each wheel to 5.8 psi or more within 30 seconds, and then check the tire pressure value on the multi-information display. It may take a few minutes until the values are displayed. If the tire pressure data does not change, rotate the tire from 90 degrees to 270 degrees, and check it again. Repeat for each tire. Adjust the tire pressure in all tires to the specified pressure.
Note:
• If the transmitter IDs have not been registered, Vehicle Control History (RoB) X20FA is stored in the tire pressure warning ECU and receiver after three minutes or more.
• If normal pressure values are displayed, the transmitter IDs have been registered correctly.
• If another tire pressure warning valve and transmitter belonging to the same system is installed to a tire other than the one transmitter registration is being performed on, automatic ID registration does not complete.
6. REGISTER TRANSMITTER ID (USING AUTOMATIC ID REGISTRATION FUNCTION)
If the ECU Data List is displayed using the GTS while work is being performed, the registration mode will be canceled. Or, if the ignition switch is turned off before starting to drive while performing work, registration mode will be canceled.
a. Adjust the tire pressure in all tires to the specified pressure.
b. Turn the ignition switch off and stop the vehicle for 15 minutes or more.
After stopping the vehicle for 15 minutes or more, the frequency of electrical wave signals sent by the tire pressure warning valve and transmitters increases for the first few minutes of driving (eight times the normal frequency).
c. Select “Change Wheel” on the multi-information display and press and hold the “OK” switch (steering pad switch assembly) until the tire pressure warning light blinks three times. During registration, the tire pressure warning light blinks for one minute before turning on, the multi-information display tire pressure displays as “---” and “Tire Pressure Recalibrating Please Wait until Complete” is displayed.
d. Drive at approximately 25 mph for approximately 10 to 30 minutes during one trip.
e. During the procedure, make two or more right or left turns. Do not drive the vehicle in reverse during registration. If the vehicle is driven in reverse during registration, the information may be reset before registration completes, and registration may take longer than normal to complete.
f. When registration is completed, the tire pressure warning light turns off, the normal tire pressure is displayed on the multi-information display.
Registration may take longer than normal in the following driving environments:
• Vehicle is often stopped;
• Vehicle is stopped for long period of time;
• Vehicle is driven in reverse;
• Vehicle is driven parallel to another vehicle with the same type
of tire pressure warning valve and transmitter installed for a long duration of time;
• Vehicle was not stopped for 15 minutes or more before registration;
• Vehicle was driven at 25 mph or less for a long duration of time; or
• The ignition switch is turned from ON to off during ID registration.
7. TIRE POSITION IDENTIFICATION (NOT USING GTS)
a. Set the tire pressure to the specified value.
b. Perform initialization to clear the existing tire position information, then drive the vehicle at 25 mph or more for 10 to 30 minutes in one trip until each tire position is automatically identified.
Do not drive the vehicle in reverse gear while performing Tire Position Identification. If the vehicle is driven in reverse gear while performing Tire Position Identification, identification information will be discarded and Tire Position Identification may take longer than usual.
When the vehicle is driven under the following conditions, Tire Position Identification may take longer than usual:
• The vehicle is stopped frequently.
• The vehicle is stopped for a long period of time.
• The vehicle is driven in reverse gear.
• The vehicle is driven on rough roads or uneven surfaces. If there is a malfunction in the tire pressure warning system, perform troubleshooting before switching IDs. To use the ID switching function, a tire and wheel set for which the IDs have already been registered is needed.
8. METHOD TO SWITCH ID
a. Install the tire and wheel set for which the IDs have already been registered.
b. Turn the ignition switch to ON.
c. Select “Change Wheel” on the multi-information display and press and hold the “OK” switch (steering pad switch assembly) until the tire pressure warning light blinks three times. During registration, the tire pressure warning light blinks for one minute before turning on, the multi-information display tire pressure displays as “- - -” and “Tire Pressure Recalibrating Please Wait until Complete” is displayed.
Do not drive the vehicle during the ID switching procedure. Driving the vehicle will cause it to change to the automatic ID registration mode.
d. Stop the vehicle and wait for two minutes.
e. When ID switching is complete, the tire pressure warning light turns off and the message “Tire Pressure Recalibrating Please Wait until Complete” stops being displayed in the multi-information display.
f. Perform tire position identification.
Identification using GTS:
See step 3 Identification by driving vehicle.
See step 6 Identification using TPWS trigger tool.
See step 4 HINT.
When wheel position identification is complete, the tire pressures are shown in the multi-information display.
G E G E G E G E G E G E G E
TIRE PRESSURE SENSOR REMOVAL AND INSTALLATION
REMOVAL
1. Remove tire.
2. Remove tire pressure warning valve and transmitter.
3. Remove the tire valve cap — but keep the valve cap. Make sure that a sufficient amount of air has been released.
4. Remove the valve core to release the air from the tire. Be careful not to damage the tire pressure warning valve and transmitter due to interference between the valve and the tire bead. Set the tire remover shoe as shown in Fig. 4.
5. Using a tire remover, remove the tire from the disc wheel. Width 10 to 20 mm.
6. Using a T10 “TORX” socket wrench, remove the bolt.
7. Cut the tubeless tire valve as shown in the illustration, remove the bolt and tire pressure monitor sensor from the tubeless tire valve.
INSTALLATION
Always use a new bolt, grommet, tubeless tire valve and valve core when installing the tire pressure warning valve and transmitter. Check that the washer and nut are not damaged, and replace them if necessary.
Make sure not to damage the urethane covered backside of the tire pressure warning valve and transmitter (the surface opposite to the side with the ID code) with anything sharp. Write down the ID number before installation.
Check that there is no oil, water or lubricant around the rim hole, tire pressure warning valve and transmitter, washer and nut. Failing to do so may result in improper installation.
Use only a specified tire valve cap. If an unspecified tire valve cap is used, it may seize to the tire pressure warning valve and transmitter.
1. Install tire pressure warning valve and transmitter.
2. Using a T10 “TORX” socket wrench, install the tire pressure monitor sensor to the new tubeless tire valve with a new bolt.
3. Write down the seven-digit transmitter ID number shown in the illustration.
Make sure that the tire pressure warning valve and transmitter is installed so that the printed surface can be seen. If the tire pressure warning valve and transmitter is installed upside down, it may be damaged or fail to transmit signals when driving at high speeds.
Check the surroundings of the tire pressure warning valve and transmitter for air leaks.
Check that there is no deformation or damage to the tire pressure warning valve and transmitter.
Check that there is no foreign matter on the grommet and around the rim hole.
4. Insert the tire pressure warning valve and transmitter with grommet from the inside of the wheel.
Position the main body of the tire pressure warning valve and transmitter in the area shown in Fig. 5. If the tire pressure warning valve and transmitter is positioned outside this area, it will interfere with the tire bead and may be damaged.
5. Set the tire and disc wheel onto the mounting machine as shown in the illustration.
6. Apply a sufficient coat of soapy water or equivalent to the tire bead and rim. (Do not apply soapy water or equivalent directly to the tire pressure warning valve and transmitter.)
Make sure that the tire bead and mount tool do not interfere with the tire pressure warning valve and transmitter. Also make sure that the tire pressure warning valve and transmitter is not clamped by the bead and rim.
7. Using a mounting machine, install the tire to the disc wheel.
8. Install a new valve core.
9. Inflate the tire to the specified tire inflation pressure.
10. Check the surroundings of the tire pressure warning valve and transmitter for air leaks with soapy water or equivalent. If air is leaking from the valve core, press the valve core several times to remove foreign matter. Replace the valve core as necessary.
If air is leaking from around the tire pressure warning valve and transmitter, check if the grommet, washer and nut are deformed, damaged or contaminated with foreign matter. Replace the grommet, washer or nut as necessary.
11. Install the tire valve cap.
12. Install tire.
13. Inspect tires.
14. Register transmitter ID.
15. Perform initialization. ■
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.
Fig. 4 Fig. 5
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