Modern Tire Dealer - March 2026

TIREMAKERS DEVELOP SPECIALIZED SOLUTIONS

WINTER TIRES

TIME TO  RETHINK TREAD  DEPTH? WHEN TO REPLACE YOUR POINT-OF-SALE SYSTEM GETTING AHEAD OF ADAS

Photo: MTD

By

Mike Manges

OGetting ahead of ADAS NEW LEGISLATION WILL CREATE SERVICE GUIDELINES

nce in a while, legislation that benefits the automotive aftermarket — and independent tire dealers, in particular — comes along. One such bill is the ADAS Functionality & Integrity Act (H.B. 6688), which was introduced this past December by Rep. Diana Harshbarger (R-Tenn.) and co-sponsored by Rep. Gabe Vasquez (D-N.M.), Rep. Norma Torres (D-Calif.) and Rep. Jay Obernolte (R-Calif.).

According to the Specialty Equipment Market Association (SEMA), the bill would ensure “that aftermarket businesses have the information needed to properly calibrate advanced driver assistance systems (ADAS) after vehicles are modified” — something that has the potential to help tire dealerships that install high-diameter passenger and light truck tires and other aftermarket modifications on vehicles.

“The bill is timely because (of) a forthcoming federal mandate that new, model year 2029 vehicles feature automatic emergency braking, bringing important safety systems to all new vehicles sold in the U.S.”

That federal mandate was first announced in April 2024 by the National Highway Traffic Safety Administration (NHTSA). It requires that vehicles apply braking systems “automatically up to 90 mph when a collision with a lead vehicle is imminent and up to 45 mph when a pedestrian is detected,” according to a statement from NHSTA.

It also mandates that vehicles have the ability to stop and avoid contact with the car in front of them up to 62 miles per hour and also be able to detect the presence of pedestrians in both daylight and at night.

The rule applies to U.S. vehicles with a gross vehicle rating of 10,000 pounds or less.

“The ADAS Functionality & Integrity Act would require NHTSA to establish ADAS guidelines to create modification ranges and tolerances for new vehicles,” say SEMA officials. “The bill also requires NHTSA to create guidelines that establish ADAS test procedures” that aftermarket businesses, including tire dealerships, can use to properly “test and validate that new vehicle systems have been properly calibrated” following a modification.

Furthermore, the bill “is critical to (ensuring) these advanced safety systems continue to work properly even after vehicles are repaired or modified and pathways to compliance are clear as ADAS becomes standard on every vehicle.”

If the ADAS Functionality & Integrity Act becomes law, guidelines to ensure that ADAS systems installed on vehicles, starting with model year 2029, maintain their functionality after modification or vehicle customization must be in place no later than 24 months after the bill’s enactment.

According to language in the bill, these guidelines will determine “allowable modification ranges and tolerances — including physical parameters impacting ADAS and vehicle dynamics systems functionality — including ride height, wheel and tire dimensions, overall static geometry, physical displacement parameters and sensor and camera function.

“A process for (new vehicle) manufacturers to provide vehicle tolerance and system sensitivity information relevant to modification and calibration to owners” within 30 days after the “release of a passenger motor vehicle” also will be required.

SEMA’s research indicates that more than 50 million cars and trucks in the U.S. are modified or accessorized each year.

Compared to other services, a relatively small number of respondents to MTD’s most recent Tire Dealer Automotive Service Study — 19%, to be exact — say they offer ADAS calibrations at their dealerships. But all tire dealerships make vehicle modifications. And those modifications don’t have to be dramatic, like the installation of a giant lift kit. Replacing a set of OE tires or a set of OE wheels — or replacing both at the same time, as many tire dealers do — counts as a vehicle modification. If that modification changes a vehicle’s ride height or another important parameter, the functionality and effectiveness of ADAS can be impacted. This isn’t good for you and it isn’t good for your customers.

More vehicles will continue to roll off the assembly line equipped with increasingly sophisticated ADAS and you will see more of these vehicles at your dealership. It behooves our industry to get ahead of this. ADAS is here to stay. We want your business to remain viable and successful, too. ■

If you have any questions or comments, please email me at mmanges@endeavorb2b.com.

More vehicles will continue to roll off the assembly line equipped with increasingly sophisticated ADAS.

Photo: MTD

D I M A X S P O R T A / S

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Reports about new winter tires were of particular interest to www.moderntiredealer.com browsers.

Following the money

Tire manufacturer nancial disclosures were among the most widely read stories on www.moderntiredealer.com this past last month. Tire dealership acquisitions, new winter tire products and tire dealer meetings also proved to be of great interest to MTD readers.

1. U.S. AutoForce to acquire Community Wholesale Tire’s distribution assets

2. Goodyear posts full-year, fourth quarter results

3. K&M Tire, Zurcher Tire announce strategic merger

4. MTD Facts Issue: Commercial tire market in ux

5. Telle Tire expands presence in Minnesota

6. Michelin posts 2025 results

7. Toyo hit record sales again in 2025

8. Bridgestone launches Blizzak IcePeak winter tire

9. Point S eyes expansion, owner growth in 2026

10. Michelin unveils X-Ice Snow winter tire

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Industry News

M&A activity rolls into 2026

TIRE DEALERSHIPS, DISTRIBUTORS CONTINUED TO EXPAND IN FEBRUARY

Despite ongoing economic uncertainty, tire dealership mergers and acquisitions show no sign of abating, with a number of companies announcing acquisitions last month.

Shortly before press time, MTD learned that St. Louis, Mo., area-based Community Wholesale Tire will sell its wholesale distribution assets to U.S. AutoForce LLC in a transaction that is expected to close in April.

Community Wholesale Tire transaction have not been disclosed.

Webster Groves, Mo.-based Telle Tire & Auto Centers announced its purchase of Heartland Tire Inc.’s retail stores in Minnesota. “This significant transaction expands Telle’s footprint into the Minnesota market, including 11 retail locations that will now operate under Telle Tire,” according to a joint statement from Telle Tire & Auto Centers and Heartland Tire. (The latter dealership is based in Ramsey, Minn.)

“While Telle Tire will take ownership of the 11 retail operations, the Mitchell family will continue to operate their 17 locations in smaller communities throughout Minnesota, Iowa and Florida.”

“We are excited about this transition,” said Beau Mitchell, Heartland Tire’s president. “Selling these locations to Telle Tire allows us to focus on our multi-segmented rural market operations in our remaining 17 locations.”

“We are combining the Iowa Heartland Tire & Auto and Minnesota brands to create a single, stronger identity and improve the customer experience,” said Aaron Telle, CEO of Telle Tire & Auto Centers.

Tire & Service, a dealership in Tupelo, Miss. “The addition of Mac’s expands Sun Auto’s presence in northern Mississippi and strengthens its broader Southeast footprint,” said Sun Auto Tire & Service officials.

Sun Auto Tire & Service is one of the five largest tire dealerships in the U.S., according to the 2025 MTD 100.

Another MTD 100 entry, Auburn, Maine-based VIP Tires & Service, acquired Lyons Auto Service, which was based in West Hartford, Conn. The dealership has been rebranded Lyons Auto Service by VIP.

“West Hartford is an important market for VIP,” said Tim Winkeler, president and CEO of VIP Tires & Service, which now has nearly 80 locations throughout Connecticut, Maine, New Hampshire, Vermont and Massachusetts.

Bloomsburg, Pa.-based Steve Shannon Tire Co., also on the 2025 MTD 100, recently acquired Al’s Tire & Auto, which had locations in North Cambria, Pa., and Ebensburg, Pa.

According to a WARN Notice submitted to the Missouri Department of Higher Education and Workforce Development, Community Wholesale Tire plans to close two facilities in Hazleton, Mo., eliminating 143 positions.

In addition to Hazlewood, Community Wholesale Tire’s website says the company has distribution centers in Kansas City, Mo.; Springfield, Mo.; Cedar Rapids, Iowa; and Peoria, Ill.

Community Wholesale Tire, which was founded more than 90 years ago, bills itself as “one of the Midwest’s largest family-owned and operated tire distributors.” Its service area covers Missouri, Kansas, Illinois, Iowa, Indiana, Kentucky, Nebraska, Arkansas and Oklahoma.

Financial terms of the U.S. AutoForce/

“We will launch a unified brand and website, update Heartland’s logos to align with Telle’s colors and image and standardize operations so customers receive a consistent, high-quality experience at every location.”

Telle Tire & Auto Centers currently has 84 locations. Both Telle Tire & Auto Centers and Heartland Tire are listed on the 2025 MTD 100.

Mesa, Ariz.-based Sun Auto Tire & Service Inc. recently acquired Liberty Tire & Auto, a longstanding independent tire dealership in Liberty, N.C. The acquisition, in addition to the opening of a new store in Baton Rouge, La., under the Delta World Tire brand, has helped push Sun Auto Tire & Service’s total store count to more than 550 locations.

The acquisition comes on the heels of Sun Auto Tire & Service buying Mac’s

The purchase of Al’s Tire & Auto, which opened in 1948, gives Steve Shannon Tire a total of 57 locations, including retail outlets, commercial tire stores and wholesale distribution centers.

In late-January, Straightaway Tire & Auto, another dealership that appears on the MTD 100, acquired Silverlake Automotive, a five-store chain that serves the Coeur d’Alene, Idaho, market. Straightaway Tire & Auto, which operates under several brand names, has 87 locations.

Other dealerships on the 2025 MTD 100 are gearing up for more acquisitions. Champaign, Ill.-based Left Lane Auto LLC, which today has nearly 80 outlets, will hit the 100-store mark by mid-2026, says Parham Parastaran, its CEO.

Bertram Capital, a private equity firm that recently secured an ownership stake in Left Lane Auto, will help accelerate that growth, Parastaran recently told MTD. “Our growth, 77 locations at the moment, has predominantly been (driven by) acquisitions,” he said. — Mike Manges

Auburn, Maine-based VIP Tires & Service has rebranded Lyons Auto Service, which was based in West Hartford, Conn., as Lyons Auto Service by VIP.

Photo: VIP Tires & Service

Bites

Menegaux will continue

Florent Menegaux, managing general partner of Michelin Group’s supervisory board, will remain in that position for a maximum of four more years, according to Michelin Group officials. Menegaux took over as global head of Michelin in 2019, holding ascending positions during his nearly 30-year career with the company.

Hong takes new role

Seunghwan (Aaron) Hong is the new vice president of marketing for Hankook Tire America Corp. He succeeds Kyuwang (Ken) Cho, who has been promoted to head of Hankook’s global TBR tire division. In addition to marketing, Hong will oversee supply chain, logistics, technical services and other functions.

Prinx has new sales VP

Prinx Chengshan Tire North America (PCTNA) has promoted Jerry Granito to vice president of sales and has added Andrew Glesing and Perry Pearlman as regional sales managers. Granito joined PCTNA in 2022 and most recently served as the company’s director of corporate accounts.

New Titan tech debuts

Titan International Inc., in collaboration with Cerebrum Sensor Technologies Inc., recently announced the development of Titan Pressure Perfect (P2), “a pioneering advancement in tire smart sensor technology,” according to Titan officials. The system provides real-time air pressure and temperature monitoring, plus load sensing.

ATD unveils Edge Wheels

American Tire Distributors (ATD) has launched Edge Wheels, “a proprietary wheel brand offering high-quality designs in a wide range of sizes, styles and finishes for cars and light trucks,” according to ATD officials. The new Edge Wheels line will be available through ATD’s nationwide network.

Tireco renews focus on TBR

Tireco Inc. has introduced the next generation of its Milestar commercial truck tire line-up, covering steer, drive, trailer and all-position applications.

“The new portfolio represents a significant advancement in rubber formulations and casing construction, delivering a commercial line-up engineered to perform at a higher standard,” according to Tireco officials.

The range provides “comprehensive coverage for long-haul, regional, pickup and delivery and mixed-service operations. Each product is developed with a clear focus on durability, even wear, fuel efficiency and retreadability — all of which are core attributes typically associated with premium commercial tire programs and critical to improving uptime and lowering total cost-per-mile.”

According to Tireco officials, the new Milestar TBR tires “are built around advanced rubber compounds and refined tread designs intended to deliver predictable performance throughout the life of the tire.

“Select products within the line-up are SmartWay-verified, delivering fuel-efficient performance for long-haul and regional operations, while a two-casing guarantee reinforces Milestar’s confidence in long-term casing durability and service life.

“Field performance results from long-haul and pickup and delivery fleet use confirm the performance objectives of the redesigned TBR lineup. Real-world operation across steer, drive and trailer positions has shown controlled, even wear and consistent performance, reinforcing Milestar’s focus on durability, retreadability and long-term cost-per-mile value.”

The refreshed line-up “was developed with a clear focus on what matters most to commercial operators: uptime, predictable performance and total cost-per-mile,” said Bill Woeste, senior vice president, brand division, Tireco. “By investing in advanced rubber compounds, we are delivering a commercial tire program that reflects our commitment to providing long-term value while remaining accessible and easy to do business with.”

TIA unveils Industrial Tire Service course

For the first time, the Tire Industry Association (TIA) is offering an Industrial Tire Service (ITS) course, bringing “hands-on training to industrial tire service professionals,” according to TIA officials.

The program focuses on safety standards, equipment operation and best practices “specific to material handling and industrial environments.” The first TIA ITS class recently took place in Brooksville, Fla.

TIA has also released an expanded schedule of Commercial Tire Service, Automotive Tire Service, Advanced Earthmover Tire Service and Advanced Farm Tire Service classes. Registration is now open for TIA’s 2026 training programs at the association’s website, www.tireindustry.org.

New Milestar TBR tires are available through Tireco Inc.’s Milestar Momentum associate dealer program.

Photo: Tireco Inc.

The Tire Industry Association’s new Industrial Tire Service course focuses on best practices.

Photo: MTD

A LONG WAY TOGETHER

WHEREVER YOU ARE, BKT IS WITH YOU

No matter how challenging your needs, BKT is with you offering an extensive product portfolio for every field such as agriculture, OTR and industrial applications.

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Office: (+1) 330-836-1090

Industry News

Love’s adds Ralson

Love’s Travel Stops, which has more than 430 locations, has added more Ralson commercial truck tires to its offerings. “We’re proud to expand our partnership with Love’s Travel Stops, a trusted name in the trucking industry,” says Brian Sheehey, president of Ralson Tire North America.

Audi

picks

Conti for OE

Select tires from Continental will be added as original equipment for Audi’s new A6. The high-performance Continental SportContact 7 and the energy-efficient Continental EcoContact 6 Q are recommended for warmer months. Audi recommends the Continental WinterContact TS 870 P for winter use.

Triangle has new plant

Triangle Tire Co. Ltd.’s new plant in Svay Rieng Province, Cambodia, will make products for the United States market. The plant is expected to build six million high performance passenger tires and one million commercial tires per year and represents an investment of $462 million.

DTNA names director

Dunlop Tires North America, formerly Sumitomo Rubber North America Inc. (SRNA), has promoted Sam Williams to director of sales for passenger and light truck tires. Williams has spent over 30 years working in the automotive aftermarket industry and has been with SRNA since 2016.

Hunter,

RockED team up

Hunter Engineering Co. is teaming with RockED to deliver targeted microlearning to help service advisors strengthen customer communication. The training program will be available for enrollment through Hunter University, Hunter’s global learning platform for customers, technicians, instructors and students. Content will be delivered through RockED’s mobile learning platform.

Goodyear names head of Americas

Goodyear Tire & Rubber Co. has named David Cichocki managing director, Americas, and chief sales officer, Americas Consumer. He will report to Mark Stewart, Goodyear’s CEO and president.

“As chief sales officer, Americas Consumer, Cichocki will lead Goodyear’s Americas Consumer business, with a clear mandate to strengthen sales execution, accelerate profitable growth and advance Goodyear’s shared global objectives,” according to Goodyear officials.

“With the additional responsibility of managing director, Americas, Dave will also oversee key elements of regional governance, working in partnership with fellow senior leaders to ensure strong alignment with global strategy, while driving operational excellence and financial performance across the Americas.”

Cichocki is running Goodyear Tire & Rubber Co.’s Americas region.

“Throughout his career, David has built high-performing teams and delivered strong, sustainable results through customer-centric, brand-driven strategies,” says Stewart. “His experience leading large organizations through transformation — including simplifying portfolios, modernizing go-to-market models and designing sales strategies for profitable growth — closely aligns with the changes we are making at Goodyear to drive long-term success for our company and our customers.”

Boyajian brothers open seventh store

Harry and Stepan Boyajian have expanded their Tire Pros footprint with the recent acquisition and reopening of their seventh retail location. The store is located in Thousand Oaks, Calif.

“The new location strengthens the family-owned company’s presence in southern California and expands its reach into the Ventura County market,” say Tire Pros officials. (Tire Pros is a program group offered by American Tire Distributors.)

“We’re excited to bring our seventh location on board in Thousand Oaks and continue serving southern California drivers,” says Harry Boyajian.

The Thousand Oaks store joins the Boyajian Brothers’ existing Tire Pros locations in Montebello, Burbank, San Dimas, Simi Valley and Long Beach, Calif., plus Bullhead City, Ariz.

The Boyajian brothers’ seventh store (pictured) is in Thousand Oaks, Calif.

Photo: American Tire Distributors

David

Photo: Goodyear Tire & Rubber Co.

On-road or off-road, the X FIT AT2 delivers dependable performance that keeps you safe and ready for adventure.

Industry News

Bartec names field rep

Bartec TPMS has named Jason Holloway field service representative for its Northeast and eastern Midwest regions. He will support Bartec’s expanding customer base across the northeastern United States, plus Ohio, West Virginia, Michigan and other states.

Mitchem Tire adds store

Springfield, Mo.-based Mitchem Tire Co. has opened its sixth store, a 6,200-square-foot outlet in Republic, Mo. Founded by C.E. Mitchem in 1939, Mitchem Tire serves the Ozarks region. The dealership is in its fourth generation of family ownership.

ALI updates lift guide

The Automotive Lift Institute has released its 2026 lifting points guide, “Vehicle Lifting Points for Frame Engaging Lifts.” The guide includes OEM-recommended lifting points for most cars, SUVs, vans and light trucks sold in the United States and Canada from 2000 through 2026.

Sullivan teams with Sox

Norwell, Mass.-based Sullivan Tire Co. Inc. has signed a new, multiyear agreement with the Boston Red Sox. Sullivan Tire will be “the official tire and auto service” of the Major League Baseball team.

BTS partners with college

Black’s Tire Service Inc. has announced a multi-year partnership with Southeastern Community College in Whiteville, N.C., also the dealership’s hometown. Black’s Tire Service will receive naming rights to the front entrance of the college’s Automotive Technology Building, plus logo placement within the facility.

RNR enters Canada

RNR Tire Express has brought its franchise program to Canada with the opening of a store in Oshawa, Ontario, that’s owned by Rakesh Jegganolla and Stravan Sharma.

Highfill joins CTDA Hall of Fame

Scott Highfill was inducted into the California Tire Dealers Association (CTDA) Hall of Fame at the recent CTDA/1-800EveryRim OEM Wheels New Year Luncheon in Commerce, Calif.

Highfill was recognized by the CTDA for his 50-year career, which began in 1976 at Kennedy’s Firestone in San Diego, Calif.

“Following that role, he worked for three different wholesalers in San Diego before opening a one-man operation, selling inner tubes and specialty tires out of his home,” say CTDA officials.

“Scott merged with Great Western Tire in 1991, buying his partner out in 2000, and continued wholesaling until he sold the business in 2015.”

Highfill started a workers’ compensation buying group in 1988 and served as executive director of that organization for many years, say CTDA officials. “To this day, he helps CTDA maintain a presence in the San Diego area, recruiting dealers in the region to attend CTDA’s San Diego-area meetings.

“In addition to his professional accomplishments, Highfill is an active participant in the community, serving as a youth baseball volunteer umpire for nearly three decades, helping the Jackie Robinson YMCA and serving on the board of a Native American non-profit, helping children on the poorest reservations on the Plains.”

After nearly 65 years of service, Tom Ahern Sr. (center) still calls on Cassidy Tire & Service customers.

Ahern receives Cassidy Tire award

Addison, Ill.-based Cassidy Tire & Service has honored Tom Ahern Sr. with the Cassidy Tire Legacy Award.

Ahern accepted the honor during the dealership’s annual meeting, which was attended by 60 Cassidy Tire & Service employees and took place at the company’s headquarters in Addison.

As part of the event, Cassidy Tire & Service recognizes individuals and teams with awards based on various performance criteria, including sales performance, new team members who are rising stars within the company, teamwork and other achievements.

“The Legacy Award was established this year to recognize and honor an individual for his/her contributions to our company who meets the criteria of all the awards and demonstrates and lives the qualities we value.”

With 64 years of service at Cassidy Tire & Service, Ahern Sr. “is still calling on customers and showing the rest of the team how it’s done.”

Photo: Cassidy Tire & Service

Scott Highfill was recently inducted into the California Tire Dealers Association Hall of Fame.

Photo: CTDA

Numbers ThatCount

Relevant statistics from an industry in constant motion

54%

Percent of single-location independent tire dealerships in the U.S.

Source: MTD’s 2026 Facts Issue

Photo: MTD

6

Average number of technicians employed per tire dealership.

Source: MTD’s Tire Dealer Automotive Service Study

Photo: MTD

15 MILLION

Estimated number of medium truck tire retreads produced in the U.S. last year.

Source: MTD’s 2026 Facts Issue

Photo: Border Tire

72.7%

Percentage of freight in the United States moved by commercial trucks.

Source: American Trucking Associations

Yokohama Tire Corp.

$1.9 BILLION

Estimated value of the replacement OTR tire segment in the U.S.

Source: MTD’s 2026 Facts Issue

MTD

Photo:

Photo:

MANUFACTURED IN MOROCCO

Your Marketplace

John Healy By

OValue-oriented

TIRE BUYERS CONTINUE TO SEEK BALANCE BETWEEN PRICE, PERFORMANCE

ur recent check-ins with dealers indicate that retail sellout trends were roughly down in the low single-digits on a yearover-year basis in January, similarly to the declines seen in December 2025.

Independent dealers whom we surveyed highlighted average sellout declines of 1.1% in January, coming in slightly better than the 1.5% decrease in December.

Dealer commentary suggests consumer demand for PLT replacement tires was down low-single digits year-overyear on a net basis compared to January 2025, with 56% of our independent dealer contacts seeing negative demand trends during January.

Looking more closely at volume for the month of January on a regional basis, the Midwest was the lone region to see positive volumes, which were likely driven by the tougher weather conditions recently. Other regions saw flat or negative volume trends, with the Mid-Atlantic seeing the weakest trends, down roughly 6.3% year-over-year.

Sales trended higher throughout the summer and carried forward into the fall season, with noticeable gains in September, October and November 2025. In December, we saw those gains turn negative for the first time since May 2025 as the seasonal tailwind began to ease.

January followed a similar pattern, with sales remaining softer in line with December’s slowdown. We note that February had a flat-to-slightly-negative comp,

seeing retail sellout volumes lower than January 2025 levels.

VALUE-ORIENTED

In terms of what is selling well at retail, we continue to believe it’s value-oriented products. We note that dealers continue to highlight that tier-two and tier-three products remain the most popular tires.

Will this trend change? Hard to know, but given that raw material costs remain lower, we think that the pricing environment of how manufacturers behave and approach share could be something to watch as we move through the remainder of the year. That said, uncertainty related to tariffs from certain regions is also a wildcard in predicting this behavior. A lot is unknown relating to the pricing world and how this could shape price points at retail as we move into mid-year.

While the demand environment seemed soft in January, we do not feel that all hope is lost. We feel it’s reasonable to think that some demand destruction has probably happened due to weather, with store closures and consumer deferment.

That said, we also think that rough winter weather could potentially provide a catalyst for spring/summer season replacement demand, as potholes and road conditions could spur replacement units.

IN-DEMAND

Looking at the best and worst performers in our survey from a mix point of view,

independent dealers report that tier-two brands are the most in-demand at the retail level. This marks the fourth out of the last five months where tier-two tires were the most in-demand. Historically, tier-two has been the most in-demand in our decadeplus history of the monthly survey.

In November 2025, we last saw tiertwo be the most in-demand, as consumers continue to trade down from tier-one brands. We believe that the type of consumer in the market right now is looking for high-value tires at the lowest cost possible, as consumer budgets remain under pressure.

Traditionally, there is a high level of volatility in our survey, but we have largely seen tier-three as a top performer in the current environment as of late. But we expect tier-two to remain the top performer in the long-term as consumers balance price and quality.

DECLINING RAWS

The basket of raw materials to make a basic replacement tire fell 4% year-overyear during December 2025. We note this follows a 4.5% year-over-year average decrease during the third quarter of 2025. In analyzing specific input costs, natural rubber costs fell 8.5% year-over-year in December as supplies increased. Oil prices fell an average of 18.1% year-overyear and 3.3% from month-to-month in December, driven by economic pressures potentially impacting consumption.

Synthetic rubber costs were down 0.5% year-over-year, carbon black prices were down 10.8% year-over-year and tire fabric/cordage costs went up by 22.5% on a year-over-year basis. ■

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.

Winter tires continue to EVOLVE

TIREMAKERS DEVELOP SPECIALIZED SOLUTIONS

By Sara Welch

Tire dealers may want to stop simply thinking winter tires and start thinking specialized winter solutions.

MTD’s recent check-in with winter tire manufacturers reveals that the industry is diversifying its o erings to align with automotive innovations, consumer priorities and increasingly unpredictable weather.

In recent years, the emergence of electric vehicles (EVs) and meeting the standards set by the 3-Peak Mountain Snow ake (3PMS) rating have dominated winter tire enhancements. Now, the market is more nuanced than ever.

Manufacturers are developing products that brake better on ice to earn the ice grip symbol (IGS), creating lines that address EV-speci c priorities, introducing enhanced tread patterns to improve grip and tread life and using re ned compounds to address safety and sustainability.

Winter tires are evolving from a seasonal necessity into a highly segmented, vehicle-speci c safety solution, creating both complexity and opportunity for independent dealers.

In this MTD exclusive, tire manufacturers discuss trends in winter tires and advancements that are taking place in winter tire technology.

Winter tires

MTD: What’s the big trend in winter tires right now?

IAN MCKENNEY, manager of consumer product strategy, Bridgestone Americas Inc.: A major trend shaping the winter tire market is the growing variety of tire options for newer vehicle types, such as crossovers and electric vehicles. is change has led tire manufacturers across the industry to expand their product lines to cater to the increasing consumer demand for these vehicles. Ultimately, for consumers, this means you can trust that the winter tires that t your vehicle are designed speci cally for it and not a one-size- ts-all solution.

From a technical standpoint, the winter tire segment is concentrating on enhancing features that improve performance on ice. e debut of the ice grip certification in 2021 raised industry standards and drew attention to winter tire performance in icy conditions. Tires displaying the ice grip and 3PMS symbols on their sidewalls demonstrate superior safety, braking and acceleration on ice and snow to consumers, which is exactly the type of tire we want to bring to market.

PERRY FU, pricing, product and marketing intelligence manager, Continental Tire the Americas LLC: Winter tires continue to prioritize safety-critical performance on snow and ice, but the focus is expanding. Warmer winter conditions are increasing the importance of wet and slush performance and the growing penetration of electric vehicles is driving demand for winter tires speci cally designed to meet EV requirements.

“Winter

“Tires displaying the ice grip and 3PMS symbols on their sidewalls demonstrate superior safety, braking and acceleration on ice and snow to consumers, which is exactly the type of tire we want to bring to market,” says Ian McKenney, manager of consumer product strategy, Bridgestone Americas Inc.

Photo: Bridgestone Americas Inc.

DAVID POLING, vice president of R&D and technical, Giti Tire (USA) Ltd.: Winter tire lines are generally designed around European requirements. They tend to focus on improving the wet, ice and rolling resistance performance, while sacri cing treadwear. Some trends, though, remain the same. Almost all winter tires are directional and almost all of them are manufactured outside of the United States. Overseas manufacturing requires dealers to guess about future winter weather so that tires can be manufactured in the summer and shipped to arrive before winter. is leads to understock or overstock.

BLAKE HOUSEL, senior category product manager, Goodyear Tire & Rubber Co.: Drivers continue to demand elevated levels of performance across the full range of winter conditions, from ice to slush to cold, wet roads, without compromising everyday drivability. is is driving strong interest in dedicated winter products. At the same time, some consumers in milder climates are gravitating towards all-season products bearing the 3-Peak Mountain Snow ake symbol.

DAVID WANG, managing director, Gripmax Tires Inc.: Winter tires are becoming a much more clearly de ned seasonal choice. As safety awareness continues to grow, more drivers now understand that true winter tires perform fundamentally better in cold temperatures, snow and ice than all-season or all-weather tires. Because of this, consumers in colder regions are increasingly choosing dedicated winter tires instead of trying to make do with a compromise solution. Rubber compounds and material technology keep getting better. High-silica compounds have become the industry standard, helping winter tires stay so and exible even in extremely low temperatures. is is the foundation of

“Winter tire lines are generally designed around European requirements,” says David Poling, vice president of R&D and technical, Giti Tire (USA) Ltd.

Photo: Giti Tire (USA) Ltd.

“More American families and drivers are willing to invest in winter safety, especially in regions where snow and ice are common,” says David Wang, managing director, Gripmax Tires Inc.

Photo: Gripmax Tires Inc.

“Drivers continue to demand elevated levels of performance across the full range of winter conditions,” says Blake Housel, senior category product manager, Goodyear Tire & Rubber Co.

Photo: Goodyear Tire & Rubber Co.

“The biggest trend is the growing demand for premium studless winter tires that deliver strong snow and ice traction without sacrifi cing dryroad handling, ride comfort or tread life,” says Robert Nasca, product and training manager, Hankook Tire America Corp.

Photo: Hankook Tire America Corp.

strong winter performance. At the same time, manufacturers are pushing toward more environmentally friendly material systems and lower-carbon, more sustainable chemical formulations. All-weather and dedicated winter tires are developing side by side. In areas with milder winter conditions, all-weather tires with the 3PMS rating are gaining acceptance among consumers.

tires continue to prioritize safety-critical performance on snow and ice, but the focus is expanding,” says Perry Fu, pricing, product and marketing intelligence manager, Continental Tire the Americas LLC.

Photo: Continental Tire the Americas LLC

Winter tires

However, in severely cold and heavysnow regions, dedicated winter tires are still irreplaceable.

ROBERT NASCA, product and training manager, Hankook Tire America Corp.: e biggest trend is the growing demand for premium studless winter tires that deliver strong snow and ice traction without sacri cing dry-road handling, ride comfort or tread life. Dealers are also spending more time educating consumers on the di erences between all-season, allweather and true winter tires and when a dedicated winter setup is the right choice.

SHAWN DENLEIN, president of sales and marketing, Kumho Tire U.S.A. Inc.: e winter tire market has been changing. In the past, when temperatures dropped below 32 degrees Faherenheit, rubber compounds would get sti er, causing tire grip to deteriorate. For this reason, winter tires were strongly recommended once temperatures fell below 32 degrees Fahrenheit to ensure safe driving in colder weather conditions.

“As tire compounding technology has advanced, products have emerged that deliver strong snow traction while signifi cantly improving the traditional trade-off in wear resistance performance outside of the winter season,” says Shawn Denlein, president of sales and marketing, Kumho Tire U.S.A. Inc.

Photo: Kumho Tire U.S.A. Inc

“Dedicated winter studless models continue to evolve, focusing on better ice and snow grip, quieter rides, longer wear and compatibility with electric vehicles,” says Adam Homan, replacement development engineer, Linglong Americas Inc.

However, winter tires have clear drawbacks. When used outside of the winter season, most consumers experience rapid wear and the need to change tires seasonally is an inconvenience. In response to these consumer needs, 3PMS-marked all-season tires were developed and launched in the market. As tire compounding technology has advanced, products have emerged that deliver strong snow traction while signi cantly improving the traditional trade-o in wear resistance performance outside of the winter season.

Photo: Linglong Americas Inc.

The winter tire market is evolving toward advanced all-weather tires with 3PMS certifi cation for convenient, yearround use, while dedicated winter tires continue to advance with the ice grip symbol, according to Jay Lee, product planning director, Nexen Tire America Inc.

Photo: Nexen Tire America Inc.

“Drivers increasingly expect winter tires to deliver uncompromised control in snow and ice while maintaining precision, comfort and effi ciency on dry or wet winter roads,” says Ian Coke, vice president of technical strategy and customer relations, Pirelli North Tire America Inc.

Photo: Pirelli Tire North America Inc.

This shift in the winter tire market toward 3PMS-marked all-season tires is not limited to the U.S. market. e same trend is clearly visible in Europe and Canada, as well. As this purchasing shi continues to expand, it is only a matter of time before 3PMS all-season products e ectively replace conventional winter tires.

ADAM HOMAN, replacement development engineer, Linglong Americas Inc.: e biggest trend in winter tires right now is the rapid growth of all-weather tires as a convenient year-round alternative to dedicated winter tires. ese tires, marked with 3PMS symbol, o er solid performance in snow and ice while handling dry, wet and warm conditions well, eliminating the need for seasonal swaps and impacting dedicated winter tire sales. This shift is strongest in regions with occasional or unpredictable winter weather, where drivers want better cold-weather grip than all-season tires. In extreme, prolonged winter areas, dedicated winter tires remain the top choice for maximum safety.

Dedicated winter studless models continue to evolve, focusing on better ice and snow grip, quieter rides, longer wear and compatibility with electric vehicles. Studded tires are still available for ultimate ice traction, but less popular due to noise, road wear and restrictions in some areas, such that studless, friction tires now dominate innovation focus.

“Tiremakers are refi ning compounds, stud technology and siping patterns to deliver the best of all worlds, where possible,” says David Johnston, portfolio, pricing and business planning director for North America, Nokian Tyres.

Photo: Nokian Tyres

JAY LEE, product planning director, Nexen Tire America Inc.: e paradigm of winter tire selection in the U.S. market is shi ing as the performance of all-weather tires advances significantly. Moving beyond the limitations of traditional all-season tires, a new wave of all-weather tires featuring the 3PMS symbol is emerging. While they may not be designed for the most extreme icy conditions, they deliver highly satisfying winter performance for most drivers. As a result, American consumers are increasingly focusing on these tires as an e cient alternative that allows for safe, year-round driving without the need for seasonal swaps.

DAVID JOHNSTON, portfolio, pricing and business planning director for North America, Nokian Tyres: Winter tires must evolve to meet three converging factors: growing EV adoption, changing winter conditions and sustainability. at means bringing winter tires to market that are increasingly durable and adaptable,

Your customers trust you for the best—count on Yokohama to deliver it. The GEOLANDAR A/T4™ features long-lasting durability, excellent all-season traction, and precision handling on or off-road. Give your customers the confidence to conquer anything in their path with the GEOLANDAR A/T4.

Winter tires

while lowering rolling resistance and impact on the road — all while maintaining safety in snow and ice. Tiremakers are re ning compounds, stud technology

and siping patterns to deliver the best of all worlds, where possible — tires that are safer and more sustainable than ever, while meeting the needs of a changing market in changing weather.

the market opportunity lies in improving and diversifying all-weather o erings.

“Winter tire technology advancements include ongoing improvements in rubber compounds,” says Jack McClure, segment PLT, product development manager, Sailun Tire Americas.

Photo: Sailun Tire Americas

“Consumers are moving away from dedicated winter tires and preferring all-weather tires,” says Nick Gutierrez, territory sales and marketing director, Sentury Tire USA.

Photo: Sentury Tire USA

“We see winter tires in 20-inch sizes, wide with a low aspect ratio,” says Chris Tolbert, senior director of sales, Trimax Tire.

Photo: Trimax Tire

“The trend in winter tires is increased segmentation and specialization,” says

of

MIKE PARK, assistant director of market intelligence and pricing, Tireco Inc.: e trend in winter tires is increased segmentation and specialization. As winter weather patterns become more volatile, safety expectations rise and the category is moving beyond the traditional one-sizets-all snow tire. Today’s winter tire market is increasingly focused on performance for severe snow and/or ice. is allows dealers and consumers to better match tire choices to real-world winter driving conditions.

IAN COKE, vice president of technical strategy and customer relations, Pirelli Tire North America Inc.: One of the biggest trends in winter tires is high performance specialization tailored to di erent vehicle types and regional needs. Drivers increasingly expect winter tires to deliver uncompromised control in snow and ice while maintaining precision, comfort and e ciency on dry or wet winter roads. In markets like Canada, extreme ice performance remains critical, while globally, the rapid growth of EVs and high performance vehicles is reshaping winter tire expectations.

CHRIS TOLBERT, senior director of sales, Trimax Tire: inking back in time a little bit, winter tires were snow tires (of) small sizes, narrow with high diameter. Now, they are winter tires, designed not just for snow but more importantly, ice. We see winter tires in 20-inch sizes, wide with a low aspect ratio.

JACK MCCLURE, segment PLT, product development manager, Sailun Tire Americas: Winter tire trends now extend beyond the traditional 3PMS certi cation. While the 3PMS badge confirms snow traction during acceleration, some manufacturers are going a step further by completing additional testing to earn the ice grip symbol, which is based on braking performance on ice.

Another key trend — driven largely by electric vehicles and larger performance SUVs — is the move toward higher load index and higher speed ratings to better accommodate increased vehicle weight and performance demands. Both trends contribute to enhanced safety and provide clearer criteria for ensuring winter tire compatibility with vehicle speci cations and user expectations.

NICK GUTIERREZ, territory sales and marketing director, Sentury Tire USA: Consumers are moving away from dedicated winter tires and preferring all-weather tires because they are more cost-e ective and convenient, since they can be used year-round. We’re also noticing that drivers who may have picked all-season tires in the past are choosing allweather tires because of the 3PMS rating, making them a desirable option in regions where there aren’t extreme winters.

Generally speaking, the growth in the all-weather tire segment has come alongside a decline in winter tires sales, meaning

KEVIN NGUYEN, product planning manager, Yokohama Tire Corp.: e focus on winter’s icy conditions has been a trend that Yokohama has noticed over the past couple of years.

MTD: What are some of the advancements taking place in winter tire technology?

MCKENNEY (Bridgestone): With the increased focus on ice performance, tire manufacturers have created tread designs and compounds that excel in these conditions, o ering the grip and traction drivers require. Additionally, tire wear life is a signi cant advancement. Winter tires typically have shorter lifespans compared to all-season or summer tires due to the demanding conditions they face. Improving the durability of winter tires is particularly advantageous for drivers in colder regions, helping them maximize the lifespan of their tire investment.

FU (Continental): Winter tires are among the most technologically demanding tire segments. Advancements include more sophisticated rubber compounds to maximize grip on snow and ice, along with highly advanced tread patterns and siping technologies designed to optimize performance across a wider range of winter conditions, including wet and slushy roads and the unique demands of electric vehicles.

Mike Park, assistant director

market intelligence and pricing, Tireco Inc.

Photo: Tireco Inc.

WANG (Gripmax): Safety awareness and consumer behavior are driving demand. More American families and drivers are willing to invest in winter safety, especially in regions where snow and ice are common. This growing focus on safety is directly driving demand for winter tires. At the same time, all-weather tires are starting to influence consumers’ decisions on whether to switch to dedicated winter tires, particularly in areas with less severe winters.

Climate differences and regional driving habits affect adoption. In northern, colder states — such as Michigan, Minnesota and northern New England — winter tire penetration is relatively high. Drivers in these areas have a clear need for strong traction and control on snow and ice. In contrast, in the central and southern U.S., where winters are milder or snow is less common, all-season or all-weather tires are the more popular choice. This has led to a more regionally divided adoption pattern for winter tires across the U.S.

EV winter tires are emerging as a key growth opportunity. As EV ownership continues to grow rapidly in North America, winter tires specifically designed for electric vehicles are becoming an important future trend. Lower rolling resistance, higher load capacity and stronger torque handling — these requirements are now being actively built into winter tire product development roadmaps.

NASCA (Hankook): Winter tire technology continues to advance in three key areas: compounds, sipe design and tire construction. Winter compounds need to stay flexible in freezing temperatures while improving wear and maintaining grip on wet and slushy roads. We’re also seeing innovation in studded winter tires, including AI-supported optimization of stud layout to help reduce noise while maintaining strong traction.

EV winter tires remain a major focus, as well. Higher vehicle weight and instant torque require stronger construction, stable tread blocks and better control of noise and rolling resistance.

DENLEIN (Kumho): The key technical challenge lies in compound design: maintaining rubber viscoelasticity at low temperatures, while ensuring elasticity comparable to that of general tires under normal temperatures.

HOMAN (Linglong): Key advancements in winter tire technology include:

• Advanced rubber compounds. Modern “Nordic” or silica-reinforced compounds stay flexible in extreme cold, with additives to combat water film on ice for superior traction.

• Sophisticated siping and tread designs. 3D sipes, high-density biting edges and directional patterns provide up to 15% shorter stopping distances on ice, better slush evacuation and reduced road noise.

• EV optimization. Lower rolling resistance for better range, reinforced structures for heavier vehicles and wider footprints for instant torque handling.

• Eco-friendly and smart features. Sustainable materials, noise-reduction tech and emerging sensor-equipped “smart” tires that detect low-friction surfaces are being evaluated.

LEE (Nexen): In certain regions, dedicated winter tires remain essential because their performance is far superior in extreme conditions. With the recent introduction of winter tires featuring the new ice grip symbol, which guarantees safety on severe ice, demand for specialized winter tires is expected to remain steady. While the 3PMS symbol measures snow traction, the new ice grip symbol has emerged as the official standard for braking performance on ice. To earn this certification, a tire must demonstrate at least 18% better braking efficiency on ice compared to a standard reference tire, providing a reliable safety benchmark for drivers in regions prone to black ice.

JOHNSTON (Nokian): As regulations and consumer preferences evolve, tiremakers are working to reduce studded tires’ impact on the road while increasing their grip and lateral stability. This can be achieved through advancements in stud shape. It can also be accomplished by changing how studs interact with the rubber compound itself to allow the tire to adapt to changing conditions.

COKE (Pirelli): Innovation in winter tires is accelerating across several key areas:

• Next-generation rubber compounds that stay flexible in extreme cold, significantly improving grip and braking on snow and ice while enhancing durability.

“The focus on winter’s icy conditions has been a trend that Yokohama has noticed over the past couple of years,” says Kevin Nguyen, product planning manager, Yokohama Tire Corp.

Photo: Yokohama Tire Corp.

• Advanced tread designs with adaptive 3D sipes, which increase traction and stability without sacrificing steering precision, as well as maintaining winter performance even as the tire wears.

• EV-focused engineering ... designed to manage higher torque, increased vehicle weight, reduced noise and improved rolling resistance to help preserve driving range.

MCCLURE (Sailun): Winter tire technology advancements include ongoing improvements in rubber compounds designed to remain pliable in extreme cold, as well as advanced tread designs featuring high-density siping to enhance grip on snow- and ice-covered roads. With the emergence of electric vehicles, reduced rolling resistance has also become a desired focus — an attribute that was not traditionally emphasized in winter tire development. Additionally, in regions where regulations permit, factory-studded winter tires are increasingly recognized as a valuable performance and safety benefit.

PARK (Tireco): Meaningful advancements are coming from compound and tread engineering. Being flexible at low temperatures while improving wear resistance allows tires to deliver strong snow and ice traction without sacrificing tread life, while also enhancing braking and stability on ice, slush and wet road conditions.

Beyond traction, winter tires are evolving alongside vehicle technology. EV-specific winter tires are designed to manage higher vehicle weights and instant torque demands, while also reducing rolling resistance to help preserve driving range. Together, these developments reflect a broader shift toward winter tires that are not only safer but also more durable, efficient and vehicle-specific. ■

Tread depth checks

Once a tire reaches below the limit of 2/32inch tread depth, wear can extend to the tire’s body and can severely impact traction and handling, according to Kevin Rohlwing, chief technical officer at the Tire Industry Association.

Source: MTD

The story also noted that companies like Michelin North America Inc., the first tire manufacturer to take a stance on this issue, were opposed to raising tread wear indicators to 4/32-inch due to the lack of evidence around low tread depth leading to more vehicle accidents. Back then, NHTSA’s Fatal Accident Reporting System found that tires were a factor in 1.1% of all light vehicle fatal crashes.

Time to rethink tread depth?

TIREMAKERS, DEALERSHIPS WEIGH IN ON WHEN TO REPLACE PASSENGER TIRES

Aden Graves By

To replace a passenger tire at 2/32inch or 4/32-inch? That’s a million-dollar question in the retail tire world — an age-old debate that has left industry experts and tire manufacturers with conflicting opinions about at what measurement passenger tires should be replaced.

The federal government has set the legal minimum tread depth for passenger tires at 2/32-inch, the point where grip, handling and wet stopping distance are believed to become severely compromised.

While the National Highway Traffic Safety Administration (NHTSA) issues Federal Motor Vehicle Safety Standards such as this, states have the authority to enforce tire removal at their own levels.

Some states, such as California and Idaho, have set their legal minimum tread depth at 1/32-inch. Most states still follow the federal standard of 2/32-inch and at least six states don’t have an official limit.

The last time MTD took a deep dive

into tread depth standards was 18 years ago, when it published a story outlining existing data and what tire manufacturers’ stances were on the issue.

At the time, industry experts argued there was not a major difference between 2/32-inch and 4/32-inch on dry road surfaces. But a test conducted by Tire Rack that gained attention showed that a passenger car tire traveling at 70 mph with 4/32-inch tread depth had a much shorter stopping distance on a wet asphalt track than a vehicle with 2/32-inch tire tread traveling at the same speed.

After these findings, Tire Rack started recommending that passenger tires be replaced at the 4/32-inch mark. However, while the company also favored that consumers test tread depth with a quarter rather than the traditional “Lincoln penny” test, Matt Edmonds, then-vice president of Tire Rack, said the decision of when to replace tires was ultimately the driver’s choice.

Other companies, such as Continental Tire North America (now known as Continental Tire the Americas LLC) and Goodyear Tire & Rubber Co., recognized 2/32-inch as the minimum standard tread depth, while Bridgestone Americas Inc. said at the time that it was “still studying the issue of tread depth.”

So after all these years, what has changed?

In the past year, organizations such as the Safe Tread Alliance (STA), formed by Alex Bebiak, founder of the Road Ready Foundation, and Jamie Ward, CEO of Cincinnati, Ohio-based tire dealership Tire Discounters Inc., began calling for tire safety standards to be modernized and for “outdated tread depth check practices” to be eliminated.

‘Performance decreases significantly once tread depth drops to 4/32. Tires this worn are unsuitable for wet or snowy conditions.’

- Discount Tire’s website

As a coalition of industry leaders, safety advocates and groups like the Ohio Tire and Automotive Association and Tire Discounters, STA is calling for the elimination of the old consumer “penny test” tread depth rule of 2/32-inch, which they call an unsafe practice, and is instead advocating for the “quarter test” to be adopted. (When a quarter is placed into the tire’s tread with George Washington’s head down, if the top of his head is visible, the tread depth is at or below 4/32 of an inch — the point where

Tread depth checks

performance and wet-weather safety start significantly declining.)

STA is also urging tire manufacturers to adopt the 4/32-inch minimum tread depth standard.

TIA’S PERSPECTIVE

The Tire Industry Association (TIA) follows federal safety standards from the U.S. government, including NHTSA and the Department of Transportation, when issuing guidance and training for industry organizations.

When it comes to tread depth recommendations, TIA follows the federal guidelines of a minimum 2/32-inch tread depth policy for passenger and light truck tires, according to Kevin Rohlwing, the group’s chief technical officer.

Since the government still abides by this standard, Rohlwing says TIA isn’t getting involved in the “2/32nds versus 4/32nds debate,” but he says the discourse mostly centers around two key factors: wet stopping distance and location.

Multiple studies, such as Tire Rack’s test outlined in MTD’s 2008 article, show that a tire with 4/32-inch tread requires less stopping distance than a tire with 2/32-inch tread. While acknowledging this fact, Rohlwing says that doesn’t mean a 4/32-inch tread depth is safer. It all comes down to the consumer’s needs, preferences and their location, he says.

“You have to be conscious of the consumer’s needs,” he says. “Educating the consumer is one thing, but trying to suggest a tire is not safe at 3/32nds or 4/32nds when the federal government has set 2/32nds as the number ... I think that becomes a slippery slope.”

Once a tire reaches below a tread depth of under 2/32-inch, wear can extend to the body and can severely impact traction and handling, according to Rohlwing. During precipitation, there are even more risks and stopping and maneuverability can also be negatively affected.

“The measurable safety difference between 2/32nd and 1/32nd on wet pavement is significant enough that the federal government says 2/32nd is the limit,” he says.

The UTQG (Uniform Tire Quality Grading) of a tire adds another important element to the conversation, according to Rohlwing. Because a tire’s traction rating becomes a factor in a vehicle’s stopping ability, especially on wet pavement,

Rohlwing says that dynamic should be considered when determining when to replace a passenger tire.

“When we’re getting into the wet stopping ability discussion, I think the traction rating plays another role in this. Tread depth is a factor, but traction rating is another factor, because now you’re talking about compounding, tread designs and the engineering of the tire itself.”

Overall, Rohlwing says that when deciding when to remove and replace passenger tires, tire dealers must communicate their policy and inform their customers about what is best for their circumstances.

“To me, it’s all about the dealer educating the consumer and giving them the information they need to make the best decision for their climate or their driving style.”

TIREMAKERS’ POLICIES

Following a range of federal and state regulations, tire manufacturers must ensure their products are produced safely and consistently.

While some tiremakers have followed the U.S. Department of Transportation’s guidelines of recommending replacing passenger tires at 2/32-inch, others recommend replacing tires sooner or encourage drivers to consult a local dealership first.

Wes Boling, senior manager of communications and content, Nokian Tyres, says his company “recommends replacing tires when they reach a tread depth of 4/32 of an inch. Tires with tread wear below that mark have deteriorating grip, especially in wet conditions. For winter tires, we recommend 5/32-inch.”

“Hankook Tire America Corp. follows the U.S. Tire Manufacturers Association guideline that once a tire tread wears down to 2/32nds of an inch anywhere across the tread face, it should be replaced,” says Daniel Brown, technical services unit manager, Hankook.

Goodyear notes that maintaining proper tread depth “is critical for ensuring tire performance, safety and reliability. Goodyear follows industry standards and considers tires to be legally worn out at 2/32-inch. Tires must be replaced at that point to maintain compliance and prevent traction loss.” Goodyear also recommends monitoring tread depth once it reaches 4/32-inch.

When it comes to tread depth and passenger tire replacement policies, several of the country’s biggest tire dealerships have established their own recommendations, which are communicted to customers.

Source: MTD

Matthew Thomas, manager of consumer applications, Bridgestone Americas Inc., says that Bridgestone “complies with state and federal regulations, which state that drivers must replace their tires when the tread depth reaches 2/32 of an inch.”

Tire dealers “provide the best advice on when it’s appropriate to replace tires at the consumer level, due to their knowledge and understanding of the driver, tires and local driving conditions. It’s important to note that Bridgestone’s limited mileage warranty references the federal limit of 2/32nds for a tire to be considered ‘worn-out.’ However, we recognize the importance of maintaining performance, so we allow consumers to submit a limited mileage warranty claim as high as 4/32nds.”

PERFORMANCE CONCERNS

Nokian’s Boling says that “low tread depth leads to poor grip and handling, since a tire’s grooves and sipes are the key to channeling precipitation away from the road surface. The deeper the tread, the more moisture the tire can remove from the road. The shallower the tread, the bigger the risk of hydroplaning or sliding.”

“At 4/32nds, some key performance characteristics start to decline. In some instances, lateral grooves hold less water, which reduces the tire’s ability to evacuate water,” says Robert Nasca, product and training manager, Hankook Tire America Corp. “At 2/32nds, the sipes, any remaining tread and the contact patch are severely reduced. In short, 4/32-inch marks a meaningful loss in wet performance, while 2/32-inch marks the end of safe service life for passenger tires.”

Bridgestone’s Thomas says “a tire’s grip potential is derived primarily from its compound. However, the tread pattern governs the tire’s capacity to evacuate water from the road and expel it from the tread.

“While tires near 4/32 of an inch may experience some degree of hydroplaning, depending on the tire, at 2/32 of an inch, it becomes almost inevitable that a tire will hydroplane on substantially wet roads.

“For winter performance, the compound determines how flexible the pattern remains in cold weather, while features like sipes and edges determine how much snow a tire can ‘grab,’” he explains. “This is crucial because snow-to-snow interaction — compacting snow against snow — is largely what provides grip.

“Picture a winter tire’s tread as a long pipe that’s easy to bend. As a tire wears down, the pipe becomes shorter, thus becoming more difficult to bend. At 4/32nds, the biting edges in a tire’s tread pattern begin to stiffen and lose their ability to grab the snow. By 2/32nds, most of those pattern features are completely gone, making it nearly impossible for the tire to gain traction in winter conditions.”

TIRE DEALERSHIPS WEIGH IN

When it comes to tread depth policies, several large tire dealerships have established their own recommendations.

Discount Tire, one of the three largest independent tire dealerships in the U.S. with over 1,200 locations, recommends replacing passenger tires at 4/32-inch and below.

Citing NHTSA’s 2012 study, “Tire-Related Factors in Pre-Crash Phase,” which shows the correlation between low tread depth and the increased likelihood of being involved in an accident, Discount Tire recognizes that stopping distance increases as a tire wears.

“Performance decreases significantly once tread depth drops to 4/32”,” the dealership’s website points out.

Monro Inc., the second-largest tire dealership in the U.S., says there is a difference between “legal” tires and tires that perform well, especially on wet pavement. The company recommends consumers start shopping for new tires when the tread reaches 4/32-inch.

Monro also says the quarter test adds an extra safety barrier when checking tread depth compared to the penny

How to communicate tread depth safety standards

Tire

manufacturers share recommendations

MTD asked tire manufacturers, “Do you have any advice for how dealers should communicate passenger tire technology and safety standards about tread depth to customers?” Here’s what they said:

“Many tire shops display sample tires with low, medium and high tread depths,” said Wes Boling, senior manager of communications and content, Nokian Tyres. “This — along with informational language — provides an interactive way for customers to understand the importance of changing their tires at the right time.”

According to Robert Nasca, product and training manager, Hankook Tire America Corp., tire dealers “should keep the conversation simple, visual and safety-focused. I recommend measuring the tread depth in front of the customer, showing the gauge reading and explaining what the number means for wet and winter performance. Incorporate real driving situations like stopping distance, rain and light snow rather than a sales pitch.”

“Regarding how to communicate this to customers, the best approach is to move beyond general rules of thumb and focus on a personalized dialogue,” says Matthew Thomas, manager of consumer applications, Bridgestone Americas Inc. “We encourage dealers to tap into their relationship with the customer to understand their specific concerns, experiences and driving environment. By combining the technical knowledge from our training materials with an understanding of what the consumer is actually feeling on the road, dealers can provide the most effective advocacy for a customer’s performance needs.”

test and waiting until the legal limit to replace.”With bald tires, you might not be able to stop in time to avoid an accident,” according to the dealership’s website.

As the largest independent tire dealership in the U.S., according to the 2025 MTD 100, Mavis Tire Express Services Corp., which has over 3,500 locations and operates under several names, follows government recommendations that say a passenger tire has a “usable tread depth” until it reaches less than 2/32-inch.

According to its website, Mavis recognizes both the quarter and penny tests and states that 4/32-inch is a sign tires are close to needing replacement, while a tread depth of 2/32-inch shows an immediate need for new tires.

WHAT COMES NEXT

While it doesn’t seem that there are major moves within the U.S. government to broadly change the legal minimum tread depth, some states with heavy precipitation, winter weather patterns and harsher road conditions are continuing to review their specific laws.

Tire manufacturers whom MTD contacted say they don’t foresee a significant

push to a higher minimum standard, but they are seeing stronger relationships building between dealers and customers that prioritize safety and education.

“I do see the industry changing how manufacturers communicate and educate their dealers,” says Nasca. “Rather than changing the legal limit, I see the focus is shifting toward better consumer education, improved testing and stronger messaging around real-world safety.”

Bridgestone’s Thomas also doesn’t see the industry changing to a higher minimum tread depth, but he says data shows that drivers aren’t looking at regulations when deciding when to replace their tires. Instead, they are relying on the guidance of tire dealers.

“Federal or state regulations are not the primary determinant of when consumers replace their tires,” says Thomas. “It’s their local tire dealer. Data shows that on average, consumers are already replacing their tires well before the legal limit. This indicates that drivers, guided by the expertise of their tire professionals, are already prioritizing performance based on their individual needs rather than waiting for a regulatory floor.” ■

STUDDED TIRES: A state-by-state guide

STUDDED TIRES HAVE BEEN A CONTROVERSIAL TOPIC FOR DECADES

Aden Graves By

Studded tires, which have been around since the 1890s, have been a controversial topic for decades in the United States.

Studies show that studded tires are bene cial for providing traction on icy and snowy roads, but modern winter and all-weather tires have features that add extra layers of safety and grip.

Detractors claim studded tires can impact road safety and damage, causing many states to implement their own laws covering when studs can be driven on the road.

MTD recently reported e Washington State Transportation Commission is calling for a phase-out of studded tires in Washington, citing cost savings and road maintenance as bene ts.

“Engineering research indicates that tire studs damage hot mix asphalt

and concrete pavements, wearing away the pavement and eventually forming ruts on the pavement surface,” the commission stated.

The Tire Industry Association released an online training resource in 2013 outlining installation guidance and the safety advantages of using winter and studded tires on passenger, SUVs and light trucks.

As time passes, it’s likely that states will continue changing their stances on studded tires. If you’re a tire dealer that installs studs on your customers’ tires, it’s important to know your state’s speci c laws and educate your customers on those policies.

Are studded tires banned or restricted in your state? Here’s a breakdown of all 50 states, by region, and their policies on studded tires, including when they’re permitted and when they’re not.

Detractors claim studded tires can impact road safety and damage, causing many states to implement their own laws covering when studs can be driven on the road.

Image: 165236146 | © vladimir razgulyaev | Dreamstime.com

THE NORTHEAST

Connecticut

In Connecticut, drivers can be on the road with studded tires from Nov. 15 to April 30, according to Connecticut law. is is to ensure that drivers are equipped to travel safely during the winter. Like many states, the laws around studded tires in Connecticut don’t apply to certain emergency vehicles or road-making machinery, but if an ordinary driver is caught using studded tires outside the acceptable period, they would receive an infraction citation for the rst o ense and potentially up to $200 in nes for future o enses.

Delaware

In Delaware, all vehicles are permitted to use studded tires on roads and major highways between the accepted period of Oct. 15 through April 15. is ensures drivers are prepared to take on snow and ice while driving, as Delaware law states. e state also permits tire chains on vehicles to help control sliding or skidding on the road when winter weather is more extreme.

Maine

Maine prohibits the use of studded tires from May 1 to Oct. 1 and allows their use on roads outside of this period. Law enforcement will issue nes if drivers are caught with studded tires outside of the acceptable period. e law doesn’t apply to necessary vehicles, such as emergency vehicles and school buses. In special circumstances, the state’s commissioner of transportation can issue a permit for extended use of studded tires to a driver for a fee and the driver must carry their permit in a convenient place in their vehicle. Winters in Maine can range from more mild temperatures in coastal areas to more extreme weather and snow in more inland areas, which makes extra traction on the roads more necessary.

Massachusetts

Powerful snow storms and ice can blast through this state, causing roads to become slippery and unsafe. Studded tires are allowed in Massachusetts, but only

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Studded tires

from Nov. 1 through April 30, according to state laws. Having studded tires on a driver’s vehicle outside these months can result in fees up to $50. These guidelines correlate with the often frigid weather during cold months, making sure drivers can have optimal traction while preserving road wear through the year.

New Hampshire

Due to numerous changes to state laws across the country, it’s somewhat unclear what New Hampshire’s official studded tire law is. At one time, the state allowed studded tires during certain months, such as from the beginning of November through the start of spring. However, Town Fair Tire, which has over 120 locations across New England, has found studded tires are now permitted without specific restrictions. Dealers should check with state laws for official guidance.

New Jersey

New Jersey allows studded tires to be used on roads and public highways between Nov. 15 and April 1, according to a resource from Cornell University. While they’re allowed to be installed on passenger vehicles, light trucks, motorcycles and buses during this period, studded tires are mainly prohibited on larger commercial vehicles.

New York

Winter in New York can bring freezing temperatures, frequent blizzards and icy roads. Studded tires are generally accepted from around Oct. 16 through April 1, according to the state’s DMV website. If drivers are caught with studded tires outside this accepted period, they can face a traffic infraction citation or a fine. Certain vehicles, such as emergency trucks or school buses, can be on the road with studded tires outside the permitted dates.

Pennsylvania

Recognizing extra traction that studded tires provide on the road, Pennsylvania allows the use of studded tires from Nov. 1 through April 15. The governor may extend the period that tire studs are permitted by executive order if conditions on highways during the winter may impact safety.

Rhode Island

Due to Rhode Island’s often hazardous conditions on major roads during the winter,

the country’s smallest state allows studded tires from Nov. 15 through April 30, correlating with typical weather patterns. According to a post from the Rhode Island Directory, studded tires are only allowed on vehicles weighing less than 8,500 pounds. Drivers who are permitted to have studs must have them installed on every wheel, if they choose to use them.

Vermont

While it’s been somewhat unclear of Vermont’s exact policies around studded tires, they are widely acceptable during winter months, which usually last from November through April. Because of icy conditions that create slick roads and highways, the traction of studded tires offers extra protection. If you’re a tire dealer in Vermont, it might be important to watch the activity of the Vermont Legislature’s H.162 Bill introduced in 2023, which seeks to ban the use of studded tires on highways, with certain exceptions, outside the acceptable dates of Nov. 1 to May 15.

THE MIDWEST

Illinois

While some states ban studded tires for an extended period of the year, Illinois generally forbids their use on roads and highways, except under special circumstances. Studded tires are allowed on designated snow routes, which are usually marked with signs, and on private property throughout the state. Like other states, emergency vehicles are also permitted to have studded tires on roads.

Indiana

Indiana accepts the use of studded tires on the road from Oct. 1 to May 1 as long as

specific requirements for vehicles are met. State law requires that the studs on a tire must be made of wear-resisting material. Other conditions are that their projections cannot exceed 3/32-inch beyond a tire’s tread and the studs’ design has to prevent serious damage to the road.

Iowa

Iowa allows studded tires on public roads between Nov. 1 and April 1, as long as drivers abide by certain regulations. As the Iowa Legislature outlines, pneumatic tires with ice grips or tire studs projecting no more than 1/16-inch beyond the tread can be on the road between the permitted period. Special exceptions include emergency vehicles and school buses, which are allowed to use studded tires throughout the year.

Kansas

Kansas permits metal studded tires to be installed on passenger vehicles only between the dates of Nov. 1 and April 1 and the studs have to meet particular standards to make sure they won’t damage the state’s roads. According to the Kansas Secretary of State’s website, the tungsten tip of the stud cannot project less than .040-inch or more than .090-inch above the surface. Additionally, the device that the studs are attached to cannot extend less than 12 inches when measured along the circumference of the tire. The laws also require studs to be securely attached, so they don’t fall off or damage other vehicles

Michigan

Famous for its lake effect snow, Michigan can resemble a winter wonderland during

Studded tires

the months of November through March. Similar to Illinois, Michigan largely bans studded tires on public roads and highways in an effort to prevent severe damages. As detailed by the Michigan legislature, specific vehicles used for mail delivery or emergency services may be allowed to run studded tires during specific months if they meet certain standards.

Minnesota

In general, Minnesota bans the use of metal studded tires on public roads, but there are a few exceptions that allow some vehicles to operate with studs. The Minnesota legislature says out-of-state vehicles driving “occasionally” through the state can have studded tires, as long as they meet specific standards. For example, the metal studs and their casings can’t surpass 5/16-inch in diameter and the average protrusion of the tire’s stud can’t be more than 7/64-inch. These strict guidelines come as the state works to combat road damage that many believe can occur from the excessive use of studded tires.

Missouri

In Missouri, drivers are allowed on the road with studded tires between Nov. 1 and March 31 to help navigate extreme icy and snowy conditions. Between April 1 through Oct. 31, any driver caught driving with studded tires can face infractions or fines. If you’re a tire dealer in this state, it’s important to make sure your customers and team members are aware of these laws. More information on the regulation of studded tires can be found on the Missouri State Highway Patrol’s website.

Nebraska

Nebraska permits studded tires on roads and highways only between Nov. 1 and April 1 and the studs have to meet certain requirements to meet rigorous safety standards, according to the Nebraska Legislature. Tire studs cannot exceed 5/16-inch in diameter, “inclusive of the stud-casing with an average protrusion beyond the tread surface of not more than 7/64-inch,” the law states. Like many states, Nebraska also allows school buses, mail carrier vehicles and emergency vehicles to use studded tires during any period of the year.

North Dakota

Studded tires are legal on the roads of North Dakota from Oct. 15 through

April 15 every year with several regulations. As North Dakota law states, studded tires cannot project more than 1/16-inch beyond a tire’s tread, making sure they provide drivers with optimal grip on the road while preventing excessive damage to the surface of highways.

Ohio

Studded tires are permitted in Ohio from Nov. 1 through April 15, aligning with usual winter weather throughout the state. Certain exceptions to these laws include public safety vehicles and school buses, which may follow other regulations for studded tires. Additionally, drivers with retractable studded tires can operate on the roads throughout the year, as long as the studs are retracted and they meet seasonal restrictions when the studs are extended.

South Dakota

Similar to North Dakota, South Dakota allows motor vehicles to be equipped with pneumatic tires with metal studs from Oct. 1 to April 30, aligning with typical winter weather experienced in the state. Certain vehicles, such as school buses and emergency vehicles, with a gross weight of over 5,000 pounds are allowed to drive with studded tires year-round, according to the South Dakota Legislature.

Wisconsin

In Wisconsin, tungsten carbide studded tires can only be used on certain vehicles between Nov. 15 and April 1 and their general use is prohibited. Acceptable vehicles for using studded tires include emergency vehicles, school buses and mail trucks, according to the Wisconsin Legislature. These restrictions are largely in place because of growing concerns over the damage studded tires can cause to road surfaces.

THE SOUTH

Alabama

In general, winter months in Alabama are typically tame and wet, with occasional frosty weather in the northern parts of the state. Because of this, studded tires are largely banned, but they could be briefly permitted on roads only if the state says they are necessary for the safety of drivers.

Arkansas

During winter months in Arkansas,

temperatures and weather patterns can fluctuate, bringing sporadic freezes and occasional snow with mixed icy conditions. As laws outline, studded tires are acceptable between the dates of Nov. 15 and April 15 with special requirements. Studs on tires are not allowed to stick out more than 1/16-inch and there are some conditions that allow studded tires to be used for specialty vehicles, such as farming equipment tractors, outside the acceptable period.

Florida

During winter months, Florida sees mild temperatures often ranging in the 60s and 70s and plenty of sunshine, making the appearance of snow in the state very rare. Studded tires are largely banned in the state. In some circumstances, rubber studs can be used for some farm and construction equipment, but metal studs of any kind are prohibited.

Georgia

While much of the state only receives light to moderate periods of snowfall each year, some northern regions of Georgia can receive up to 100 inches of snow annually, according to the National Weather Service. As outlined in state laws, drivers are allowed to equip metal-studded tires only when winter weather conditions demand enhanced traction on roads. The Georgia Department of Public Safety may close or limit access to some major highways if severe weather conditions become unsafe.

Kentucky

Unlike just about every state in the U.S., Kentucky has very loose standards for the use of studded tires on its roads. While the state allows drivers to operate with studded tires as they need them to prevent them from slipping during winter weather, Kentucky doesn’t have specific seasons when studded tires are permitted. Officials advise drivers to check with local policies for specific seasonal or vehicle-related guidance.

Louisiana

Winters in Louisiana are usually mild, with typical temperatures ranging in the 40s and 50s and rare snow and ice events. In general, the state bans metal studded tires throughout the year because of how infrequent severe winter weather is. Louisiana allows temporary use of rubber studded tires or tire chains for safety.

Studded tires

Maryland

In Maryland, the law says that studded tires for snow are only permitted for vehicles registered in Allegany, Carroll, Frederick, Garrett and Washington counties from Nov. 1 through March 31, aligning with usual weather experienced during these months. Standards are also set for studded tires to make sure roadways don’t endure severe damage and that safety conditions are met.

Mississippi

In Mississippi, winter is usually mild and brief, but temperatures near northern parts of the state can become colder. Mississippi bans studded tires for general use year-round under most state traffic laws. Since the state usually doesn’t get prolonged periods of extreme winter, the potential damage studded tires can cause outweighs most benefits for drivers.

North Carolina

North Carolina law says vehicles can have rubber studs on the road when winter weather warrants it. Additionally, vehicles used to operate farm machinery are allowed to use studded tires as long as the protuberances don’t cause significant damage to roads. The law states, “It shall be permissible to use upon any vehicle for increased safety, regular and snow tires with studs which project beyond the tread of the traction surface of the tire not more than one sixteenth of an inch when compressed.”

Oklahoma

As other states outline in their laws, Oklahoma seasonally permits studded tires to be used on roads between Nov. 1 to April 1. According to the law, tires must have ice grips or studs projecting no more than 1/16 inch beyond the tread. If drivers do not remove studded tires after the acceptable period, they can face fines and penalties.

South Carolina

In South Carolina, the law allows most vehicles to use studded tires during winter weather when extra traction and grip on major roads and highways are essential to keeping conditions safe. With this in mind, regulations require that studs meets specific guidelines to ensure they won’t cause severe harm to the roads. For example, studs cannot project from the tire surface more than 1/16-inch when compressed.

Tennessee

Tennessee permits seasonal use of studded tires, allowing drivers extra protection on the road while making sure highways don’t sustain extensive damages. Typically, studded tires are accepted in the state from Nov. 1 through April 1 for vehicles with a gross vehicle weight under 9,000 pounds. There are also limitations on the size of studs and there can be exceptions for school buses and emergency vehicles.

Texas

The Texas Transportation Code largely bans metal-studded tires, with emergency exceptions for the use of tire chains and rubber studs on specific vehicles, such as school buses and emergency vehicles, between Nov. 1 and April 1. For added grip on highways when weather conditions become more dangerous, officials recommend using studless winter tires or chains.

Virginia

Winter weather in Virginia can fluctuate, typically carrying a range of light snow in more coastal areas to more chilly conditions with usually heavier snow near the mountains. In the state, studded tires are allowed on roads from Oct. 15 to April 15 with strict guidelines. Studs are not allowed to project more than 1/16-inchh beyond a tire’s tread. Also other parts of the tire, such as any blocks or spikes, cannot stick out from the tread. Exemptions can be available for emergency and Department of Transportation vehicles under certain circumstances.

West Virginia

The laws in West Virginia say studded tires are acceptable on the roads from Nov. 1 to April 15, but under crucial conditions. With the exception of school buses, all vehicles must have tire pressure at or below 40 psi for studded tires to be legal. These regulations are to ensure drivers can have enhanced traction while protecting highways from becoming damaged from the excessive use of studs.

THE WEST

Alaska

In Alaska, studded tires are allowed for most passenger vehicles, trucks and motorcycles during certain periods that are dictated by the state’s geographic areas. Studded tires are permitted from Oct. 1 through April 14

in areas south of 60 degrees North Latitude, while the legal period for areas north of 60 degrees North Latitude is Sep. 16 through April 30. According to the law, operating a vehicle with studded tires outside these periods can result in financial penalties. Emergency orders may be issued to briefly extend studded tire policies during unpredictable winter storms.

Arizona

Since winters in Arizona vary by region - where southern parts of the state experience sunny skies and warmer temperatures and northern areas can endure cold temperatures and frequent snowfall – studded tires are allowed for an extended period. From Oct. 1 through May 1, drivers can be on the road with studded tires when conditions require added traction during the winter. The Arizona Department of Transportation dictates when studded tires can be used on the roads and has the power to extend the legal period if snowy or icy weather grows stronger.

California

Studded tires in California can be used from Nov. 1 through April 30 under certain regulations to protect driver and road safety. Studded tires on all vehicles must follow strict guidelines under California Vehicle Code Section 27454. Under the law, studded tires must be made out of tungsten carbide or a similar material and the percentage of metal in contact with the road can’t exceed 3% of the total tire area. In California, studded tires are not considered alternatives to chains and drivers are required to carry chains in parts of the state where chain control laws are activated.

Colorado

Colorado’s laws say studded tires are permitted on passenger vehicles and light trucks under a certain set of conditions. The studs cannot protrude more than 1/16-inch and they’re not always required during winter weather. Instead, the main rule in the state is the Colorado Department of Transportation’s Traction Law, which requires all vehicles to have proper winter or all-weather tires with at least 3/16-inch of tread depth on certain mountain roads or use chains. While Colorado offers drivers the option to use studded tires, the state strongly enforces its Traction Law when snowy and icy conditions bring added safety hazards to highways.

Hawaii

Hawaii winters offer a stark contrast to many parts of the U.S. and are full of sunny days and warm temperatures often in the 70s and 80s. Since the state rarely experiences extreme snowy conditions, Hawaii largely bans any clamps, spikes, studs or other protrusions on tires while driving on roads and highways, with the exception of the Mauna Kea access road above Hale Pohaku and other roads within the Mauna Kea Science reserve.

Idaho

In Idaho, studded tires are legal from Oct. 1 to April 30 annually and are banned on highways from May 1 to Sep. 30. According to state law, studded tires must be removed by April 30 to avoid a fee. State officials advise drivers to remove them by this date to avoid serious damage to dry pavement.

Montana

According to the Montana Department of Transportation, studded winter tires are permitted from Oct. 1 to May 31. The law also says that “one of those tires may be used for a spare in case of tire failure.” The Department of Transportation also says that “school buses equipped with such tires are permitted from Aug. 15 to June 15 of the following year.”

Nevada

In Nevada, studded tires are only legal during certain winter months. The state follows strict guidelines to help mitigate road safety and minimize damages to highways. Studded tires are only permitted on roads from Oct. 1 through April 30 and drivers must remove the studs by May 1 with certain exceptions for some commercial vehicles. Tires with retractable studs are allowed year-round, but they have to be disengaged from May through September, according to the law.

New Mexico

While countless states follow strict seasonal guidelines for studded tires with specific date restrictions, New Mexico’s laws are fairly loose. The state allows drivers to use studded tires when winter weather requires added safety. Officials urge drivers to use studded tires responsibly and to remove them when the weather changes to avoid damaging the pavement.

Oregon

As outlined in Oregon’s laws, studded tires are only acceptable from Nov. 1 through March 31 every year. Drivers who are caught on the road with studded tires outside the legal period can face strict fines up to $200. The Oregon Department of Transportation recommends using studded tires only when brutal winter weather requires them for safety.

Utah

In Utah, studded tires are legal only from the dates of Oct. 15 through March 31, but the state also enforces specific traction laws in certain areas during extreme winter weather. During periods when Utah’s Department of Transportation activates the state’s Traction Law on certain canyon roads, all vehicles must have approved snow tires or traction devices for added tractio, grip and safety when roads become slippery and icy.

Washington

As MTD recently reported, the Washington State Transportation Commission is

recommending a phase-out studded tire use in the state due to cost savings and road maintenance. Pointing to “affordable snow tire alternatives available today that provide an even higher level of safety,” state officials are urging Washington’s current studded tire fee to be increased from $5 to $50 per tire. The Washinton State Transportation Commission also states that “within five years of this (tire stude usage) fee increase, studded tires should be prohibited.” Historically, Washington State allowed studded tires to be used on roads until 1971, when lawmakers limited their use to Nov. 1 through April 1 each year.

Wyoming

Wyoming’s laws on studded tires also appear to be very loose, as the state allows drivers to use them year-round. However, the state recognizes that studded tires are safe to use during mostly during winter months and tire chains can become required during severe winter weather when certain conditions warrant their use. ■

Hanson Tire Service

Dan Dorman, owner of Hanson Tire Service in Albert Lea, Minn., and former member of the Minnesota House of Representatives, recommends that fellow tire dealers “become active in your community in significant ways.”

FROM THE MINNESOTA STATEHOUSE TO THE SHOP FLOOR, DAN DORMAN’S POLITICS ARE GROUNDED

By Sara Welch

Standing on business

Dan Dorman’s politics have always been driven by his experiences as the owner of Hanson Tire Service and his passion for his community in Albert Lea, Minn.

Now, nearly 20 years removed from his service as a member of the Minnesota House of Representatives, Dorman’s authenticity, resolve and perspective as an independent tire dealer may be more

valuable to American politics than ever before. (MTD first featured Dorman in 2005, when he served as a state representative. See sidebar on page 44.)

“I’m not saying that I don’t understand

Photo: Hanson Tire Service

how the game is played, but the idea that somebody in St. Paul (the capitol of Minnesota) or somebody here in Albert Lea — or frankly, somebody in Washington — is really going to have an impact next year (is) not very likely,” says Dorman.

“What we can influence and what we should be focused on is what we can change to make sure things are better in year 10, year 15, year 20 (from now.) I don’t think we talk about and think about those things as much as we should. That part seems to be getting worse. It seems to be more, ‘We need to fix this and fix it yesterday.’ Sometimes that’s not possible. That’s the hard thing to tell people. But let’s figure it out together and let’s fix it.”

GROUNDED IN REALITY

Dorman’s love of his hometown, Albert Lea, has shaped both his professional and political careers.

Hanson Tire Service was Dorman’s “way to come back home” with his wife after college in 1988 to raise a family. He joined his father, who co-owned the dealership at the time, and became an owner six years later, when he bought out his father’s partner.

“We never changed the name since it had a pretty good reputation,” says Dorman. “And frankly, I didn’t care if people called me Mr. Hanson or Mr. Dorman. As long as they were buying tires, it didn’t matter to me.”

Dorman says that just as it was a wonderful place to grow up, Albert Lea provided a wonderful place to raise a family. His granddaughters mark the sixth generation of his family to call Albert Lea home.

Ensuring his hometown stays a great place for families ultimately pushed Dorman to pursue politics. He first got involved by supporting a referendum for a new high school. He recalls friends and colleagues being concerned about his business at Hanson Tire Service because he publicly took a position. But his response was simple and resolute.

“I said, ‘I’m going to and if people don’t want to come buy tires from me because I think we need a new school,

I can live with that.’” Looking back, he figures he probably lost some customers, but he also picked some up. He never saw a big change in sales due to his political involvement, which spanned over 20 years, and his dealership helped him stay connected to his community.

“I think it helped keep me grounded, to be honest with you. It’s pretty close to getting the pulse of the community. You know, people are getting their car serviced and they’re given an opportunity to talk about what’s on their mind. So I always thought it was a pretty good opportunity for me to stay connected with, at that time, constituents and customers.”

Dorman won a seat in the Minnesota House of Representatives in 1998 as a registered Republican, but considered himself a political independent and valued working with Republicans and Democrats alike on policies related to agriculture, commerce, job growth, local infrastructure and economic development.

He was reelected in 2000, 2002 and 2004 and his independent approach led to his appointment as chair of Minnesota’s Capital Investment Committee during his final term.

He also served as vice-chairman of the state’s Jobs and Economic Development Finance Committee and was co-author of the JOBZ (Job Opportunity Building Zones) legislation, which was passed by the Minnesota legislature in 2003.

Dorman was recognized five times by the Coalition of Greater Minnesota Cities for his service to Minnesota, including receiving its Legacy Award when he chose not to run for re-election in 2006. He decided not to run again because he was becoming increasingly frustrated by party politics over doing “the right thing. My shtick is I say I didn’t run in 2006 due to illness and then I would add I was sick of the place. But the reality was you could feel that Washington-style politics was coming home to Minnesota and so the idea of getting along with people on the other side to get something done was becoming (impossible).”

Even after his tenure in the Minnesota House, Dorman continued to advocate for his community. He served as the executive director of the Albert Lea Economic Development Agency from 2007 to 2013. In 2013, he became executive director of the Greater Minnesota Partnership, where he led advocacy efforts for Minnesota’s economic

development until 2021. He also served as a board member of the Riverland Community College Foundation and Alberta Lea Community Foundation.

Even today, as the humble owner of Hanson Tire Service, Dorman’s concerns extend far beyond his service counter. “I’m worried about my community because if taxes get too high and it drives people out or keeps business out, that’s going to have a dramatic impact on our business,” he says.

“I worry about the full economy. We’re in a farm area. If farmers have a good year, we have a great year. Farmers have a bad year? It impacts us. And so you have to worry about a lot of stuff other than just me, because to worry about me means you have to worry about all those other items.”

PLAGUED BY TAXES

More recently, property taxes have been a central concern for Dorman as his hometown, county and school district have all approved significant tax levy increases for 2026. Albert Lea City Council approved a 5.3% increase this past December, reducing it from the original 8% increase proposed for 2026, but stacking it on top of a 14% increase in 2025. The Freeborn County Board of Commissioners approved a 9.5% increase in December, which was down from a 15% preliminary levy approved in September — the highest in the state at the time, according to Minnesota Department of Revenue data. The Albert Lea School Board approved a 6.78% increase in December.

“It’s a cumulative effect, right?” says Dorman. “I mean, if you keep piling them on, eventually it’s too much.”

Dorman didn’t think about property taxes as an operating expense 10 years ago, but Albert Lea has seen two dramatic increases in a row. Last year’s increase wasn’t as surprising to Dorman because he felt Hanson Tire Service was probably undervalued, noting the county hadn’t been out to look at his buildings in close to a decade. However, the recent jump will be significant for his business and his customers.

“I also worry about disposable income for our customers. Are they going to be able to afford that new set of tires?”

For Hanson Tire Service, business has been a little soft for the last two years. PreCOVID-19 and post-COVID-19 sales were strong and profits kept rising, but the last couple of years have been pretty flat.

Hanson Tire Service

From tire store to House floor

Dorman brought real-world experience to politics

MTD first wrote about Dan Dorman in its August 2005 issue. Here’s a look back at that story:

“Tip O’Neill once said, “All politics is local.’ Nobody knows that better than Dan Dorman. When Dorman isn’t selling tires at Hanson Tire Service, his single-location dealership in Albert Lea, Minn., he’s at the Minnesota capital of St. Paul, working on budgets, reviewing bills and championing his constituents’ concerns as a member of the state’s House of Representatives.

“Dorman’s tire industry career dates back to 1988, when he joined Hanson Tire. But his interest in politics dates back much further — to the sixth grade, when he went on a field trip to St. Paul and met some politicians. ‘I remember thinking at the time, ‘Boy, I’d like to do something like that!” he says.

“Dorman followed politics throughout high school and college, which led to a degree in political science from the University of Minnesota.

“’Then I graduated and started to make a living. I didn’t think much about (politics) until I got active with our local chamber of commerce.’

“He started helping out on various campaigns and scored an opportunity to run for a House seat in 1998. He won the election and was then re-elected in 2000, 2002 and 2004.

“Dorman is registered as a Republican, but labels himself a political independent. People appreciate his refusal to blindly follow the party line, he says. “My district is very independent. People in Minnesota tend to be very independent.

“’Part of the frustration I have with the system both in Washington and St. Paul is that sometimes you get people who are more interested in party politics than they are in doing the right thing.’

“Dorman’s reputation as a maverick works to his advantage. Earlier this year, the Speaker of Minnesota’s House made Dorman chair of the state’s capital investment committee.

“Dorman’s efforts enabled the state to pass an important bonding bill. ‘It had a lot to do with just being able to sit down

Dorman was originally featured in the August 2005 issue of MTD, when he was an active state representative.

and talk with somebody from the other party and not thinking they’re the enemy.’

“The process is not unlike selling tires, he says. ‘What’s the other guy thinking? What’s the customer thinking when he comes in through the door? What’s his need? How do we get together? I think that’s sometimes lacking in the political process.’

“Dorman’s position as a small businessman also gives him a perspective that some of his colleagues don’t enjoy. He spends a great deal of time listening to his constituents’ concerns when they stop by his shop. And he has first-hand knowledge of how decisions made at the state capital impact business owners and their customers. ‘I think (representatives) spend an awful lot of time arguing about taxes rather than (thinking about) who really pays them.’

“Dorman, whose current term expires next year, encourages tire dealers to get involved in politics, whether locally or on a larger stage. ‘Tire dealers should not be afraid to take positions on things. Just because you disagree with a position doesn’t mean people won’t do business with you.’

“He believes tire dealers are in a unique position to help elected officials understand the tire industry. ‘The key to being a successful representative is finding people you can go to in order to help you understand an issue. If tire dealers can get themselves into a position where elected officials rely on then, that’s where you can really have an influence.’”

“I think that property taxes are a part of that — not just in what we pay, but also what our customers pay,” says Dorman. He is also concerned that rising property taxes will continue over the next three to five years, driven by federal funding cuts. He doesn’t think communities like his have felt the impacts of those cuts yet. “If it doesn’t reverse or stabilize, I think it’s going to be a bigger impact on smaller communities like ours.”

Property taxes also tend to have a bigger impact on tire dealerships and other automotive businesses due to the facilities, equipment and land they require to operate, he says. “There are a lot of things that drive our costs up more than other businesses.”

Dorman also warns that continued property tax increases will disproportionately affect single-store, independent tire dealerships compared to national chains because the added expense is a much larger portion of total sales. He expects to see a direct impact on Hanson Tire Service’s bottom line this year and next, but he’s thinking long-term, just like he did in the Minnesota statehouse.

“I can’t worry as much about next year as, ‘How do I adjust, so that the next 10 years don’t look like next year?’” says Dorman.

In the short term, Dorman will hang onto company vehicles and equipment longer than he normally would in order to to offset costs. Long term, he’ll advocate for politics that can effect real change to improve circumstances for his business and community. He recommends those facing similar challenges to get involved in their communities, too.

ADVOCATING FOR CHANGE

Dorman has already shared his suggestions with the Freeborn County Board of Commissioners for next year “because that’s what they can impact.”

The budget process in Minnesota starts in the summer, so opening a dialogue with elected officials beforehand is critical. “When preliminary budgets are released in the fall, it’s too late. The earlier you start, the more of an impact you can have. And frankly, the earlier that elected officials start to think about (your perspective), the greater impact they can have on next year’s budget.”

It’s important to be proactive early and even better, to reach out with ideas, he

Photo: MTD

explains. Approaching Freeborn County’s budget the same way he would Hanson Tire Service’s budget, Dorman suggested that the county weigh its budget against surrounding counties to ensure it’s allocating expenses “competitively.” He suggested comparing pay for department heads against those with the same title in neighboring counties and comparing the per-citizen cost of health and human services expenses to those in “the county next door.

“Are you competitive? We (tire dealers) think about that. Are we competitive with the people we sell tires against? (In) our county, I don’t ever hear a lot of discussion of, ‘Hey, are we competitive compared to our county next to us?’ That probably should occur.”

Dorman doesn’t think the tax debate comes down to simply raising or lowering taxes. He says it’s about meeting somewhere in the middle to ensure the tax level pays for all the infrastructure that a healthy community needs and is affordable for taxpayers.

“It always sounds good to say, ‘We’ll just raise taxes,’ but (it) makes about as much sense as me saying, ‘Well, jeepers, I guess we need a lot more revenue. Why don’t we just add another 10% onto the price of tires?’ I wouldn’t sell any, right? I have to compete. States and cities are no different.”

The tax base in Albert Lea has been stagnant for several years as jobs have moved out of the community and its taxes have outpaced those of its neighbors.

If the tax level gets too high, it will have a compounding effect and make it even harder for the tax base to grow, he notes.

Talking to elected officials is a good starting point to initiate change and help them make informed decisions for the businesses and communities they serve, says Dorman, who emphasizes the importance of being respectful in the process.

“It’s just become fashionable to beat up on elected officials or to make it personal.”

He recommends that fellow tire dealers “become active in your community in significant ways, but respectfully. Show up at that county meeting. Show up at that city council meeting. But don’t do it just the day they’re going to pass the final levy. Show up earlier. Talk to your city councilors. Talk to your board of commissioners at the county level. Talk to your school board members. Let them know the difficulties

you’re facing, because if you don’t, they won’t understand it.”

When advocating isn’t enough and requests and dialogue have been disregarded, maybe it’s time for those who understand the strains of their businesses and communities — like independent tire dealers do — to step up, he suggests.

“I’d encourage small business owners to get involved locally, run for office or

if you don’t think you can — you don’t think you have time — go help somebody who kind of understands the world the way you do and help them get elected because we need good people. I would say that I’ve worried about this for a long time and have helped recruit people locally because that should be your feeder system to get to St. Paul or the state offices and ultimately, Congress.” ■

How to master the ‘three Es’

WHY EACH ELEMENT IS ESSENTIAL TO LONG-TERM SUCCESS

Townsend By

You might be looking at the headline of this article, wondering, “What in the world are the ‘three Es?’” Is this a music group? A new political movement? A new medical term? If you don’t know the answer, don’t feel bad. Some of your fellow business owners don’t know, either.

But if you read this article, you will know what they are and why they are important in getting your business to the next level and making sure it hits on all cylinders. They drive profit like nothing you have ever seen. They reduce turnover like a Michelin Star chef cooking the perfect omelet. And they will get your employees to extend themselves more than “Stretch Armstrong.” (Google it if you don’t know who he was.)

WHAT ARE THEY?

The “three Es” are “engaged, enabled and energized” and they are essential if you want to compete and win in the next 10 years in any business. The “three Es” are the difference between having a race car

that finishes the race and a car that wins every race. Let’s take a look.

Engagement of employees has been at an all-time low in the last 10 to 12 years. Getting people to simply show up is many times a challenge for employers. It can be very difficult to keep your people engaged during a time when a large percentage of the workforce is actively disengaged.

I spoke with the owner of a large company last week, who told me his plant manager was required to manufacture 24 units of a certain product each day. Within an hour and 50 minutes, the manager’s team produced 36 units, proving that the owner had not set the goal high enough for this highly engaged team. The owner underestimated how the workers would stretch when challenged by a manager they respected.

This idea is huge when you relate it to getting people to adopt your ideas and change their behaviors and/or habits and start producing more than what was originally thought possible. Ask a service technician how fast he can mount and balance four tires and many will say,

“One hour to one-and-a-half hours.” But let a customer come in 30 minutes before closing and buy four tires and I guarantee the technician will move faster and with greater purpose and get it done more quickly. This example is further proof that many workers are holding back and can do more if they are highly engaged. Enabled, the second “E,” is just as important as the first “E.” Many employees cannot give it their best because they cannot answer the questions of how to do something, where to do something, when to do something, what to do and why to do something. Correcting this requires you invest in training people better, but some owners simply will not invest.

A business owner once asked a trainer, “What if I train my people and they leave me?” The trainer responded, “What if you don’t and they stay?” I had a client who employed someone for more than a year after spending multiple years working for a competitor and that employee still did not know what a brake caliper even looked like, let alone how to sell brake service.

We also see challenges within leadership. Since leadership has changed more in the last five years than in the last 25 years and will change even more in the next five years, every leader needs to be trained on how they can accomplish the simple process of getting others to give more extra effort. This will be essential to remain profitable and relevant. Why? Because we live in a world where every worker has a different reality and must be led in their reality in such a different way that they will be more productive and enabled to deploy all “three Es.”

One way is to ask your leaders and managers if they are willing to engage in one-on-one leadership coaching. If they say, “No, I’m OK,” then most of the time they’re in the wrong seat. Every leader we have coached has always been willing to “sharpen the saw” in the area of how they impact others. Furthermore, many are unintentionally causing disengaged employees, as well as causing employee turnover, without knowing they are the reason.

Two lumberjacks cut wood side by side daily. One took an hour lunch break each day and the other continued to work through lunch. Ironically, the one who took an hour break every day cut more wood than the one who kept working. At the end of a year, the lumberjack who cut the least

The “three Es” are the difference between having a race car that finishes the race and a car that wins every race.

Photo 76337708 © Mr.siwabud Veerapaisarn | Dreamstime.com

Mike

amount of wood approached his co-worker and asked, “How is it that you take an hour off every day and come back and continuously cut more wood than me?” The more productive lumberjack responded, “During my lunch break, I eat lunch for 30 minutes and sharpen my saw for 30 minutes.” One should note that it took the lumberjack who cut less wood a whole year to ask not just the “why,” but the “how.”

Many business owners and leaders think they have it figured out and would not dare seek help, similar to the plant manager from earlier in this article, who had too much pride to admit he didn’t know how to maximize employees’ efforts.

Energized is the “third E.” When the first two Es are in place, energizing your people becomes much easier. A leader must know how to motivate and inspire others. For this to happen, owners and leaders must be energized themselves. They also must love people and this must be seen and felt by everyone they lead. My former Sunday school teacher once said, “People often say that motivation does not last. Well, neither does bathing, which is

why I recommend it every day!”

Author Zig Ziglar had a way of motivating people and made a business out of it. A good friend of mine has the same gift as Zig. His name is John O’ Leary and he has written several books.

I was able to have breakfast with John last summer in his hometown of St Louis, Mo. I found that his success in writing a best seller, hosting a podcast and running a successful motivational company had not changed him. He was still humble and inspiring. These are traits that every leader can and should develop. Motivation is tough for most leaders and managers, but it doesn’t have to be.

I mentioned that to energize your employees, you have to love them. Love is strong, but it does not make you a pushover. Most leaders will be defined as a “door mat” or a “tyrant.” Neither is good

and neither will get you to the finish line with the “three Es.”

Good leaders set boundaries, but they also excel in serving those whom they manage and influence every day.

Carl Jung once said, “Everything that irritates us about others can lead to a better understanding of ourselves.” I have noticed that after 15 years as a leadership/ sales coach, usually what we criticize in other people can also be said about us.

Many books have been written about how to get others to do more than they get paid to do. The COVID-19 pandemic, the economy and the rise of the next generation of workers have created a paradigm shift in how others need to be inspired to work harder and smarter.

If you miss this, you will someday wish you had listened and invested in getting your team more engaged, more enabled and more energized. ■

Mike Townsend is the owner of Townsend Strategies, a sales and leadership training and marketing company that advises independent tire dealerships. To contact Townsend, email him at mike@townsendstrategies.com.

Consumer financing

All options

DISCUSSING CONSUMER FINANCING EARLY LEADS TO MORE SALES, SAY EXPERTS

With household debt at an all-time high, there’s a good probability that retail tire dealerships will see more cash-strapped, credit-limited customers in their stores — making the ability to offer alternative consumer financing even more vital.

“More than 70% of Americans do not have a prime credit score and nearly 70% consider themselves financially vulnerable or financially coping,” says Derek Medlin, president and chief growth officer, Katapult. “In addition, more than half report that they do not have sufficient savings to comfortably absorb unexpected expenses.

“Tires are often exactly that: an unexpected expense. When a customer is suddenly faced with an $800 to $1,500 expense, affordability becomes the deciding factor, regardless of income level or financial responsibility. If a dealer does not offer alternative financing options, their go-to-market strategy is already excluding a significant portion of U.S. shoppers.

“But this is not just about customers who are declined for traditional credit products,” says Medlin. “Younger shoppers increasingly expect flexible payment options as part of the standard suite of checkout choices and many prefer the predictability of structured payments over traditional revolving credit. In fact, our recent U.S. consumer survey shows that among shoppers ages 25 to 44, more

“More than 70% of Americans do not have a prime credit score,” says Derek

than half prefer structured payment options ... and roughly one in four prefer lease-to-own.

“Flexible payments are not a niche tool for younger consumers. They are a preferred way to pay. For dealers, this means the need for flexible payment options already exists within their customer base. It does not emerge only when sales slow. It reflects a broader reality that many qualified buyers simply need better ways to manage timing and cash flow.”

Independent tire dealers should consider offering lease-to-own options “as soon as they recognize they’re not capturing the most possible sales and

customers,” says Charles Nance, vice president, business development, Acima.

“Recent data shows nearly 106 million U.S. adults are considered subprime, including 57 million with non-prime credit scores, 28 million with no credit file and 21 million with limited credit histories — all to mean they have little to no access to consumer credit or financing options.

“It’s less about a singular tipping point that forces consumers to seek assistance” and more about creating another valuable revenue stream. “Dealers who offer flexible lease-to-own solutions immediately expand their customer base, drive greater

Medlin, president and chief growth officer, Katapult.

Photo: Katapult

Mike Manges By

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Consumer financing

sales, and can capture more customers who would otherwise abandon their purchases when they cannot pay upfront.”

According to Tony Amitrano, chief revenue officer, PayTomorrow, dealers should take a proactive approach and inform customers that alternate financing options are available. “Most successful tire dealers will have financing available to their customers. Whether they sell the financing is a completely different issue.

“Just having financing available to your customers is not enough to make a meaningful, positive impact on your business. Those tire dealers who do not accept this fact will simply be outsold by their competition.

“It is imperative that consumers understand that financing is available as early in the sales process as possible,” says Amitrano. “Ideally, customers should be able to get preapproved prior to visiting the dealer. This can be done through the dealer’s website and/or any initial communications with the customer, like appointment confirmation emails. This not only provides the customer with a maximum spending amount before choosing their brand of tires — it also removes the requirement of the store manager to have to sell the financing at point of sale.”

Employee training is also imperative, he explains. “Even with the ability for customers to be preapproved prior to going to the dealer, successful tire dealers will train their staff to offer financing as an alternative payment method to every customer. The ability to offer multiple lenders through a single application will approve more customers and reduce the awkward conversations when a customer gets declined by a single lender.

“Unfortunately, the tipping point for most independent tire dealers is when they realize they are losing business to their competitors who are offering and selling financing through the entire sales process.”

“According to Synchrony’s latest Major Purchase Study, 83% of consumers expect to be presented with financing information during the early stages of the purchase process,” says Keith Mait, senior vice president and auto leader, Synchrony. “For consumers who are focused on affordability and monthly budgeting, an early introduction into financing options can improve the probability of sales success.

“Being prepared with financing options sends a very strong message.

‘Just having financing available to your customers is not enough to make a meaningful, positive impact on your business.’

Tony Amitrano, chief revenue officer, PayTomorrow

Conversely, if you’re an independent tire dealer who isn’t offering financing options, you’re likely missing out on vital sales opportunities.

“Start by seeking out credible financing partners that offer responsible, transparent and favorable consumer terms to encourage financial health and repeat purchase behavior. At a minimum, dealers should have at least one financing option available to help with consumer affordability. This is essential when you consider that, according to Synchrony’s InSynch Consumer Monthly Tracker, nearly one-third of Americans have trouble with an unexpected expense greater than $400, and nearly half are not confident when the expense jumps to $1,000.

“Retailers win when financing isn’t treated as a last resort, but as part of the sales strategy from the start,” says John Cullerton, chief revenue officer, Snap Finance “The reality is you don’t know who’s cash-strapped or credit-limited. It could be anyone walking through your door. If you’re not clearly showing your financing options from the very first interaction, you’re likely losing sales and not even realizing it.

“When someone needs tires, they usually need them now. If they leave your store unsure whether they can afford the purchase, they won’t wait around. They’ll find a competitor who makes financing obvious and easy.

“Retailers don’t have to wait for economic pressure to mount to lead with financing,” says Cullerton. “Offering accessible options upfront builds loyalty, increases close rates and lifts average ticket sizes, especially when customers are deciding between good, better and best tire packages.

“When financing is visible, normalized

and easy to access, it becomes a competitive advantage that helps tire dealers close more sales, serve a broader range of customers and strengthen long-term loyalty.

“We’ve seen that when dealers clearly display point-of-sale signage, awareness and applications increase. If subprime consumers don’t know that they are welcome, they can become very hesitant to apply for normal credit and potentially face an embarrassing ‘your-application-is-declined’ moment. In fact, Snap Finance experience shows retail locations that feature these point-of-purchase materials produce 44% more applications and 54% more in financed sales than those who don’t.

“Financing options also need to show up in your marketing,” Cullerton advises. “Digital ads, emails, social posts — even QR codes that let customers apply before they walk in — all build confidence and can increase ticket size. Train your team to lead with payment options — not treat them as a back-up plan. When financing is introduced naturally in the sales conversation, customers are more open to it. And don’t forget past customers. Ongoing outreach keeps financing top of mind when the next repair or replacement comes up.”

“The most effective tire dealers do not wait until checkout to introduce payment options,” says Matthew Dishman, president and CEO, MyLendPro. “They build financing into the entire buying journey.”

Dishman offers several tips for dealers. “First, embed prequalification directly into the shopping experience. When financing is integrated inside tools like a tire and wheel visualizer or on the dealer’s website, customers can see payment options while they are selecting products. Showing estimated monthly payments early removes friction and keeps shoppers engaged.

“Second, promote financing across all marketing touchpoints. Website banners, service reminders, email campaigns, SMS, social media and in-store signage should consistently communicate ‘buy today, pay over time’ and ‘prequalify with no impact to your credit.’ When financing becomes part of the brand message, customers expect it.

“Third, train staff to introduce financing proactively. Service advisors should mention payment options during inspections and estimates — not just when a

Consumer financing

customer hesitates. Position it as a convenience tool — not a last resort.

“Fourth, use digital retargeting and follow up. If a customer shops tires online or abandons a cart, automated reminders highlighting available financing can bring them back. LendPro also provides this service directly from our portal.

“The most successful dealers normalize financing as a smart payment choice rather than an emergency solution. When shoppers lack liquidity, they delay the purchase, downgrade quality or move to competitors offering payment flexibility. That is why financing has become essential for tire dealers. Offering point-of-sale financing removes the upfront cost barrier, increases approval opportunities and allows customers to choose the tires they actually need — not just what they can afford that day.

“Looking ahead to 2026, demand will likely continue rising,” notes Dishman. “Consumers are increasingly comfortable using retail financing and ‘buy now, pay later’ options and tighter credit conditions make embedded prequalification even more important. Dealers who introduce financing earlier in the buying journey will convert more shoppers and protect more sales.”

“The moment dealers see customers splitting purchases, deferring service or declining recommended work due to cost — that’s the sign you should be offering financing options,” says Tim Skrmetti, vice president, business development — automotive, tire and wheel for American First Finance. “No one’s delaying the replacement of worn tires if they don’t have to, so when you hear things like ‘I’ll just do two for now,’ you (will) know.

“Another clear sign? If you’re offering a single financing option and seeing a growing number of declines. If approvals are tightening and good customers are walking, it may be time to look at multiple payment solutions that serve a broader credit spectrum. At the same time, you don’t want to be in reactive mode — introducing financing as a last-ditch effort to save the sale at the counter. It should be a part of the operating model from the start. Dealers who treat financing as a core tool — not an emergency tool — typically see higher average tickets and repeat business.

“A decade ago, offering financing options in a tire store felt like a competitive advantage — a nice-to-have for the

“The reality is you don’t know who’s cash-strapped or credit-limited," says John Cullerton, chief revenue officer, Snap Finance. "It could be anyone walking through your door."

Photo: MTD

‘You don’t want to be in reactive mode — introducing financing as a last-ditch effort to save at the sales counter. It should be part of the operating model from the start.’

Tim Skrmetti, vice president, business development — automotive, tire and wheel, American First Finance

occasional customer who needed help,” Skrmetti continues. “Today, it’s table stakes. According to a recent survey by Bankrate, only 47% of Americans say they have enough cash to cover a $1,000 emergency. That means an unexpected $800 to $1,200 tire purchase now competes with

rent, groceries, child care and utilities. That’s why structured payments have moved from last resort to budgeting tool. Even customers with solid credit prefer flexibility. And that behavior isn’t likely to reverse in 2026. For independent tire dealers, financing is no longer just about serving credit-challenged buyers. A range of options — lease-to-own, retail installment agreements, bank installment loans — allows dealers to serve more credit profiles, increase approvals and protect average ticket size.

“The biggest mistake dealers make is hiding financing behind the counter. When financing only comes up after someone pauses at the price, it can make them feel put on the spot. The most effective dealers normalize it early and often. They position financing as a standard payment option — not a last resort. When it’s introduced proactively, financing helps customers feel empowered instead of uncomfortable.”

According to Skrmetti, featuring consumer financing options online and training service advisors to introduce options early in the conversation are just some of the ways tire dealers can educate customers. “When financing is visible, normalized and confidently presented, it strengthens trust. Customers feel supported — not

singled out — and dealers protect both revenue and relationships.”

Katapult’s Medlin agrees that dealers should integrate financing options into interactions with customers as early as possible. “Normalize it in everyday conversations. Staff should introduce financing naturally (by saying), ‘We offer flexible payment options, if that’s helpful.’ This keeps the focus on solving the customer’s problem and removes any stigma.

“Incorporate it into estimates and proposals. Showing payment options alongside full pricing helps customers focus on manageability rather than just total cost.

“Make payment options visible early. Payment options should be clearly communicated across all customer touchpoints, such as websites, emails, social media, online scheduling tools, product pages and in-store signage.

“When customers see affordable payment options upfront, they are more comfortable engaging and exploring their options.”

Medlin also recommends leveraging “simple digital tools. Fast, low-friction application and prequalification tools reduce hesitation and increase adoption, along with streamlined check-out experiences that minimize friction for service advisors and customers.”

And reinforce the concept “through follow-up communication” with customers. “Email and SMS can remind customers about available payment options, keeping affordability top of mind before and after visits.”

Commenting specifically on lease-toown, Nance says Acima’s research shows “that of the 47% of consumers who are aware of lease-to-own, 31% will typically use it when making a large purchase — and this trend continues to grow.

“The key is making the option visible and understood as an attractive complementary option to upfront payments, credit card purchases or buy now, pay later options, all of which lock consumers into rigid financing terms or force them to cover large upfront costs.

“The more consumers know, the more likely they are to shop and complete transactions.”

“It is imperative to inform your customers that financing options are available in as many platforms as possible,” says PayTomorrow’s Amitrano. “As stated earlier, allowing your customers to

get preapproved prior to arriving at the tire dealer is one way to quickly increase the use of financing. This can be done through their website or (by) providing a link in the appointment confirmation email or any other customer communication prior to arriving to the dealer.

“Point-of-purchase materials are also very effective in promoting financing. These generally come in the form of table tents with QR codes, window clings, pop-up banners, etc. These materials allow customers the ability to scan a QR code and get preapproved on the privacy of their own device.

“Another way to introduce financing to the customers is when presenting their estimate/work order. Including a link to get preapproved, along with the estimate details, gives the customers an easy way to pay for the order.”

According to Synchrony’s Mait, consumers expect financing options to be introduced early in the purchase process, “ideally before the purchase process actually begins. In fact, when it comes to vehicle expenses, Synchrony’s Path to

Purchase studies suggest that consumers evaluate options up to 30 days before purchase.

“Taking this into account, those dealers who present themselves and their offerings in a consistent multi-channel capacity that includes search, social, web, email, direct mail, local partnerships and more will position themselves for the greatest success.

“The most effective dealers will also be those who nurture those leads and upon engagement with consumers, share financing details before cost becomes a barrier.

“That means clear signage in-store, financing promotion on websites and appointment confirmations and most important of all, training staff to introduce monthly payment options during the initial conversation — not at checkout.

“When customers see financing framed as a planning tool rather than an emergency solution introduced at the 11th hour, it reduces sticker shock and helps them say yes to needed tires and related services with confidence,” he says. ■

Point-of-sale systems

When to replace your point-of-sale system

CONSIDER THESE FACTORS BEFORE MAKING A DECISION

Mike Manges By

Does your dealership’s point-ofsale system need an upgrade or full replacement? Is there a telltale sign that signals your pointof-sale system could use an overhaul?

ere’s no one-size- ts-all indicator, according to point-of-sale system suppliers. In fact, numerous factors can reveal the need for a new system.

“ ere are multiple signs for replacing a point-of-sale system,” says Jay Adams, president, MaddenCo Inc. “First, the size of (your) company has grown and its current so ware is no longer suitable for its needs. Second, the company may want to move into a new segment of the tire industry and the current so ware does not provide the exibility that the company needs in order to properly service that segment of the industry.

“ ird, a company sees that certain (parts) of their processes are labor intensive and wants to automate it/make it more e cient,” says Adams.

“Fourth, a company’s system is not fully integrated and/or is multiple systems and there is a desire to bring all of the business pieces — point-of-sale, back o ce, retread, warehousing, commercial, etc. — under

one so ware. ere are plenty of other reasons. ese are just a few.”

“A tire dealership typically knows its point-of-sale system needs an upgrade or replacement when technology begins to hold the business back instead of driving it forward,” says Andrew Teolis, head of sales for ASA Automotive Systems Inc. “ e most telling signs usually show up across operations, customer experience, integrations, security and growth readiness.

“Frequent crashes, slow processing during peak hours or regular downtime are strong indicators and will a ect your team’s productivity. When teams rely on manual workarounds such as paper tickets or re-entering transactions to keep work moving, the (system) is no longer serving as a dependable operational backbone.”

In addition, he says that an outdated point-of-sale system “may not support industry basic needs like Department of Transportation and tire history; complex pricing matrices and national account pricing; rebates, spiffs and program/ inventory management; and service work ows tied directly to tire and vehicle data. If these processes feel fragmented or overly manual, the point-of-sale is

“If your software can’t keep up with the pace of your business or it takes a new hire more than a day to be able to learn, then it’s time to start looking for another option,” says Joel Yelverton, software consultant, FreedomSoft.

Photo: FreedomSoft

likely misaligned with the business.” A “poor integration ecosystem” also can be a warning, he says. “Modern dealerships rely on connected systems. A point-of-sale should integrate cleanly with accounting, suppliers, e-commerce platforms, national account interfaces, digital inspections, payment processing and CRM/marketing tools. When integrations are missing, unreliable or cause duplicate work, it creates data silos, increases errors and limits real-time visibility and reporting.”

Lack of security, compliance and vendor viability also are concerns. “Outdated systems may lack modern PCI standards, current operating system support, encryption or regular security updates. Equally important is the so ware’s roadmap. If the provider is not actively investing in modernization, cloud readiness and security, the dealership inherits that risk.”

Jason Abrahams, CEO of TireTutor, points to a number of factors, including when a dealership’s current point-of-sale system “slows down the (sales) counter instead of speeding it up. If writing up a quote, checking inventory or ringing out a customer takes multiple screens, workarounds or handwritten notes, the (system) is no longer doing its core job.”

According to Abrahams, other signs include:

Digital sales and in-store operations that don’t connect cleanly. “When online appointments, website leads or e-commerce orders have to be manually re-entered into the point-of-sale, errors creep in and opportunities get missed.”

Reporting answers “What happened,” not “What should we do next?” “If a dealer can’t easily see tire performance, margin by brand, missed opportunities or advertising return on investment, they’re ying blind in a competitive market,” says Abrahams. Inventory and ordering feels reactive instead of proactive. “If sta are constantly calling distributors, checking multiple systems or discovering stock issues at the counter, the point-of-sale (system) isn’t keeping up. Real-time inventory

visibility and streamlined ordering are now table stakes.”

Your point-of-sale system resists change. “When adding a new location, a new service offering or a new sales channel feels painful or impossible, that’s a sign the (system) was built for yesterday’s dealers, not today’s. In short, when the point-ofsale requires the business to adapt to it, rather than adapting to the business, it’s time to rethink the foundation.”

“If your software can’t keep up with the pace of your business or it takes a new hire more than a day to be able to learn, then it’s time to start looking for another option,” says Joel Yelverton, software consultant, FreedomSoft.

INSTANT UPGRADES

What’s the quickest upgrade or enhancement a tire dealership can make to its point-of-sale system? “Texting is big,” says Yelverton. “Many customers hate the idea of talking on the phone, so if your system offers the ability to text them a quote, invoice or a link to make their payment, that will make a big difference.”

“The fastest, highest-impact enhancement a tire dealership can make is connecting its point-of-sale directly to its digital sales channels — appointments, online tire shopping and inbound leads — so everything flows into one operational system,” says Abrahams.

“Online customers arrive pre-qualified — with tire selections, vehicle data and appointment intent already captured. Staff can pick up exactly where the customer left off online, instead of starting from scratch.”

Other benefits for the consumer include “consistent pricing, availability and service recommendations,” which together build trust “and reduce friction.”

And dealers enjoy “cleaner data. One system of record improves inventory accuracy, reporting and decision-making overnight.

“The biggest gains come from eliminating disconnects between systems, especially between marketing, e-commerce and the point of sale,” says Abrahams.

According to Adams, solutions are often dealer-specific, “but one upgrade

that holds true across most dealerships is the need to eliminate manual processes and paper.

“Sending transactions automatically to the customer or manufacturer makes life simpler for the dealership. Another quick enhancement is the ability to have real-time communication with the customer via texting, emailing, etc.”

According to ASA’s Teolis, the fastest “enhancement a tire dealership can make that delivers immediate, measurable impact is ensuring inventory accuracy and visibility via bar-code scanning and real-time updates, together with digital vehicle inspections. Implementing barcode scanning at receiving, transfers, storage and installation — combined with real-time inventory updates inside the (point-of-sale system) — ensures counts are correct at every touchpoint.”

Meanwhile, digital inspections “deliver an equally fast and visible impact on service revenue and customer trust. Customers receive clear, visual proof of tire condition and recommended services.” ■

Auto service

How to proactively sell brake service

EXPERTS PROVIDE BEST PRACTICES

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In today’s competitive market, it pays to be proactive when selling brake service. It starts with identifying issues early, adopting an educational mindset to put ownership of the solution in the customer’s control and equipping technicians with the knowledge, training and tools they need to communicate proactively at the right stage of the service visit.

Experts from AutoZone, Bosch Mobility Aftermarket, Ford Motor Co., General Motors and Pro-Cut International LLC offer expert insight on training, timing for service recommendations and methods to turn brake service into a consistent revenue driver.

MTD: What indicators (mileage, driving patterns, etc.) signal that proactive brake service is needed and how should tire dealers approach vehicle owners?

ALAN EAVES, vice president of merchandising, customer satisfaction, AutoZone: There are a few mileage ranges where brake conversations naturally fit. Around 35,000 to 40,000 miles, it makes sense to start the initial discussion and set expectations for what is coming. Between 50,000 and 70,000 miles, most vehicles are getting close to needing brake work. And by 80,000 miles, it is very likely the brakes will require service if it has not already been done.

Driving habits play an equally important role. Stop-and-go city driving, daily commuting, towing and operating trucks, SUVs or fleet vehicles all create heavier brake wear. These customers are often more receptive when the conversation is tied to safety.

Tire dealers have a natural advantage because the wheel is already off for many services. This allows them to physically show customers pad thickness, rotor condition and how much life is left. Using simple tools, such as a brake pad gauge to

“What tire dealers should do is approach every customer interaction as if they are due for a brake job,” says Bobby Mathius, senior product marketing manager, Bosch Mobility Aftermarket. “Building a complimentary brake inspection into any service is a surefire way to improve overall revenue.”

Photo: Bosch Mobility Aftermarket

check the remaining friction material or a micrometer to measure rotor thickness, helps make the explanation concrete.

Outside the shop, mileage-based reminders, follow-ups after oil changes and notes from previous inspections help customers stay ahead of wear. Brakes are a normal wear item and addressing them before they get too low prevents damage to other components.

BOBBY MATHIUS, senior product marketing manager, Bosch Mobility Aftermarket: Everybody drives differently. As a result, there is no standard mileage interval to recommend a brake job. In fact, the only safe assumption to make about vehicle make, model or segment as it pertains to brake maintenance is that electric vehicles (EVs) require less brake maintenance. This is because the regenerative braking system found in EV brakes with a motor instead of the braking system, which therefore wears

out pads and rotors less frequently than their gasoline-powered cousins.

Outside of the blatant indicators such as a warning light on the dash, squeal of a mechanical brake wear indicator or the thud of a warped rotor, it can be tough to easily gauge if a customer is due for a brake job or not without first performing an inspection. This is because other indicators, such as a loss in the brake pad’s coefficient of friction, happen gradually over time and are therefore hard to notice.

What tire dealers should do is approach every customer interaction as if they are due for a brake job. Building a complimentary brake inspection into any service is a surefire way to improve overall revenue.

IMRAN JALAL, senior manager, maintenance and light repair, Ford Motor Co.: Brake pads commonly wear out between 30,000 and 70,000 miles. Vehicles five-plus years old or out of warranty are more open to maintenance recommendations because owners expect wear items to be due.

Vehicle segments that over-index, such as SUVs, pickups, vans (and) heavier vehicles with higher brake loads, wear faster. Performance vehicles (have a) short brake life — 20,000 to 30,000 miles — due to aggressive braking systems and behavior. Urban/stop-and-go driving greatly increases brake wear versus highway driving. Towing, hauling, mountains (and) winter driving all increase braking demand and reduce pad and rotor life. Customers already buying new tires, alignments and tire pressure monitoring system service are more receptive to brake inspections since wheels are already off and the service feels logical, not sales-driven.

ADAS DETTLOFF, certified service marketing manager, customer care and aftersales, General Motors: While some customers are averse to proactive maintenance, often viewing it as unnecessary or a mere up-sell, certain indicators can help identify those open to brake pad replacement. Techs should prioritize customers who are nearing or have exceeded their standard maintenance intervals, as well as those who consistently approve safety-related items, like tires or wiper blades. It’s also useful for technicians to ask their customers straightforward questions about their brake performance — whether the pedal feels softer than usual,

Kim Klimas

Auto service

a longer stopping distance or a faint brake noise, especially when the customer has reached their manufacturer’s recommendation for brake pad replacement. Dealers and techs should also ask targeted questions about driving habits and the date of their last service. Asking these questions in the shop will reveal your customer’s experience and inform the technician on how to approach a potential sale.

Outside of the shop, any educational materials — whether on a website, customer emails or signage — can focus on the same basic signs of wear and the importance of manufacturer specifications rather than strictly promotional language.

MTD: For tire dealers concerned that proactive selling will negatively impact customer trust, what best practices are proven, in your experience, to increase conversions, loyalty or bring customers back for repeat visits?

EAVES (AutoZone): The best way to build and maintain trust is through clear, visual transparency. Instead of just telling customers there is an issue, show them the worn pads, the scoring on a rotor or the measurements from the pad gauge or micrometer. When old parts are available, they remain one of the most effective selling tools, but when they are not, the right inspection tools or even simple selling aids like the AutoZone brake wear indicator or counter mat help customers understand.

This shifts the conversation from selling a job today to preventing a failure tomorrow. Customers also appreciate it when recommendations are broken down in a way that feels organized and manageable. Explaining what needs immediate attention, what should be addressed soon and why makes the decision-making process much easier.

MATHIUS (Bosch): A brake job is a safety item, first and foremost. Outside of your ethical obligation to keep your customers safe, you might be surprised how willing customers are to hear more about how brake service could benefit their safety on the road. By proactively informing your customers of an impending safety concern they were unaware of, your shop may become the automotive expert your customers put their trust in. They’ll thank you for your keen interest in their safety by awarding you with future business.

“Customers already buying new tires, alignments and tire pressure monitoring system service are more receptive to brake inspections since wheels are already off and the service feels logical, not sales-driven,” says Imran Jalal, senior manager, maintenance and light repair, Ford Motor Co.

Photo: Ford Motor Co.

For those who may be hesitant to commit to an unsolicited brake job recommendation, it is best to ensure that your tire shop is equipped with at least one brake pad lining thickness gauge set. This inexpensive tool is a $20 investment that will pay for itself after you’ve sold your first proactive brake job. The visual proof of how thin your customers’ brake pad has become typically speaks for itself. The thickness of a new brake pad varies by model but generally falls within the range of 10 millimeters to 14 millimeters. Once customers approach the four-millimeter marker, it will generally make sense for them to get a brake job while their vehicle is already in the shop for a different reason to save on overall cost as well as time. Always remember to replace rotors whenever pads are replaced. The oldschool mentality of resurfacing rotors has gone away in recent history, as brake rotors have become less and less costly. Instead of trying to stretch a rotor’s life to save a few hundred bucks, it is best to replace rotors at the same time as pads. This increases your bottom line, but most importantly reduces the likelihood of customer comebacks due to noise from improperly bedded new pads.

JALAL (Ford): In the shop, tire dealers convert best by bundling brake inspections with tire services to eliminate any sense of extra labor, using clear photos or videos of pads and rotors and presenting results with simple green/yellow/red tiers to build trust and reduce pressure. Outside the shop, they should use mileage-based reminders linked to tire purchase history, seasonal safety messaging and education-first communication.

Proactive selling works when communication is strong. Advisors explain

what they see, why it matters and the consequences of delaying service; provide transparent, itemized estimates with clear now-versus-later distinctions; and use visual proof to remove skepticism. Offering good/better/best brake options keeps customers in control while separating inspection from the purchase decision and avoids the perception of upselling. Long-term loyalty grows when trust, more than price, drives behavior.

DETTLOFF (General Motors): Dealers should aim for a balance between recommending services and respecting the customers’ boundaries. The most effective way to achieve this is through transparency and by providing an honest assessment of when brakes require replacement.

Technicians should proactively educate customers on the signs of wear, such as brake squealing and soft or vibrating pedal and performance issues. These educational moments are also great opportunities to inform customers about the importance of using OE parts, regular brake inspections and proper maintenance as part of keeping vehicles safe and performing as intended.

In addition to leaning on subjective observations, technicians should focus on the condition of the brake pad surface and rotor measurements, which can be worn down and become misaligned over time. Most components have a minimum serviceable thickness and must be replaced once they’re worn beyond those specifications. Presenting these hard numbers provides an objective proof-ofwear that enhances your expertise and recommendation.

JEFF HASTINGS, president, PROCUT International LLC: The only thing I would say is that proactive selling is most effective if options are offered. Many shops find it too hard to actually repair machine rotors. The only brake service option they quote is replacing rotors, which can be very expensive. Accordingly, many customers refuse the quote and take their business elsewhere. Offering another option, like rotor machining with either an on-car or bench lathe, saves the rotor from the waste stream and also saves the customer the cost of that rotor. The shop can charge a machining fee that recovers some or all of the profit from selling the rotor and retain more customers. ■

Dennis McCarron By

OEmotional impact UNDERSTANDING HOW CUSTOMERS FEEL CREATES POSITIVE OUTCOMES

ften, when emotions are mentioned in the tire and automotive industry, pictures of angry customers appear in our minds, along with the satisfying images of relieved customers who found trust in your shop because you fixed a problem correctly — on time and within the budget discussed.

These are the visible emotions most people project when immersed in number one, a particular environment and number two, among other people involved in that environment. Visible emotions are easily identifiable and most people do not make mistakes when identifying them, unless the other person is intentionally shielding their emotions.

While there are various words to describe visible emotions, the most often associated ones are anger, sadness, disgust, happiness, surprise and fear. These are also called primary emotions because they are the first ones recognized by both the affected person and the viewer involved.

Primary emotions are important because in our industry, interactions between customers and service providers can be emotional experiences and powerful emotions are associated with personal, independent transportation.

Why is this the topic of discussion this month? Because understanding the problem with the vehicle is only half the story. Good service advisors probe the vehicle’s problem and also the customer’s problem, which creates the story that’s used to present solutions to the customer and improve the outcome.

A service advisor who does not address, probe or simply avoids the customer’s side of the equation will have an uphill battle getting the customer to agree to any solution. Incorporating an understanding of the customer’s secondary emotions into the presentation of solutions is what separates the excellent, gifted advisor from average advisors.

This is no easy feat. It is not the gift of gab that makes advisors successful. Listening is a crucial skill, but then returning that listening exercise back to the customer through empathy usually seals the deal. Empathy cannot easily be faked. Attempts to do so often result in buyer’s remorse or worse, an angry customer in your store the next day, questioning every single line-item purchase.

‘In our industry, interactions between customers and service providers can be emotional  experiences.’

In North America, transportation is tied to freedom, socioeconomic status, independence and of course, mobility. Our vehicles get us to work to earn money. They provide enjoyment, like travel for vacations and holidays. They help us fulfill family obligations, like taking kids to soccer practice and karate lessons.

When the car works, customers aren’t driving around thinking about your dealership and how great your team is. The expectation is that their car should always work. A sudden noise, vibration or dash light invokes immediate fear. If the repair is quick and free, we get praise because the customer returns to “happy.” If trust with the customer is broken, we can get a mix of fear, disgust or anger, along with general bad feelings.

Moving beyond primary feelings into secondary emotions is where we get a better understanding of where a customer truly is mentally and the degree to which they are feeling happy, sad, angry or fearful or surprised. Secondary emotions usually carry weight. It’s the transition of feeling into thought and soon, action.

There is not a sales script in the world that will teach an advisor to be able to say to the customer, “If we take care of this issue with your vehicle, I will include you in all the updates. I won’t let the issue overwhelm you. It’s my job to break the complex into simple. We’ll go step-by-step.”

Saying “You look scared” may move them to anger. So may “I know this is complicated, but I know what I’m doing.”

The good news is that empathy can be taught — just not through scripts. You can’t robotically recite words and elicit a satisfying emotional release. It takes connection of the surrounding environment and the people involved in the situation.

It also takes skill, motivation and attitude to create the right kind of empathy. As an owner, you only control one lever. You help the employees who show signs of capability and expose them to proper education. If you want a customer for life, educate your employees to understand and act on the idea that every purchase is a promise of trust.

Knowledge isn’t power. It’s potential energy. And like heat, that energy is either used or lost. Putting knowledge into action is kinetic. It creates things. ■

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.

Cole Strandberg By

ASo you want to become a multi-unit operator?

FIRST, YOU MUST BECOME A DIFFERENT KIND OF LEADER

t some point, many successful tire dealers hit a ceiling. The business is profitable. The team is solid. Customers are loyal. But growth begins to feel incremental — one more technician, one more bay and maybe a modest lift in margins. Eventually, a bigger question surfaces: Should I open — or buy — another location?

Becoming a multi-unit operator is one of the most transformative moves a dealer can make. It is also one of the most misunderstood.

The first reason to grow beyond one location is simple: it forces you to work yourself out of a job. In a single-store operation, the owner often sits at the center. They approve major purchases, manage key employees, handle escalations and review the numbers. Even on vacation, they are still mentally tethered to the business.

Opening a second location changes that dynamic. You can no longer be the day-to-day operator in charge of everything. There aren’t two of you! You must become the architect. Multi-unit growth compels you to build systems, develop leaders and create accountability structures that allow your business to function without you at the center of it. Ironically, expanding is often the fastest path to personal freedom.

The second reason is enterprise value. There is a fundamental difference between a strong single store and a scalable platform. Private equity firms, family offices and strategic buyers do not just value cash flow. They value platform potential.

Multi-location businesses typically command higher valuation multiples, attract a broader universe of buyers and benefit from greater strategic optionality. Why? Because the hardest step in consolidation is building the initial infrastructure, leadership depth, reporting systems, management cadence and culture. If you have already built that across multiple locations, you are not simply selling earnings. You are selling a platform that includes scalability. And scalability is what sophisticated capital pays for.

As a multi-unit operator, purchasing power improves. Marketing dollars stretch further. Administrative costs can be spread across locations. Management oversight becomes more structured. The margin lift may not show up immediately, but over time the compounding impact of shared overhead and standardized systems can be meaningful.

Of course, the challenges are real. Growing into a multi-unit operator is not simply doing the same thing twice. It fundamentally changes your role. If you try to run two stores like one larger store, you will burn out. Your job shifts from operator to talent developer, culture carrier and capital allocator. Many owners struggle with this transition because their success was built on operational excellence. Now they must succeed through others.

The best multi-unit operators become exceptional at identifying and developing leaders. They stop trying to be the best technician or the best salesperson. Instead, they become the

‘The real question is not whether you can open another location. It is whether you are ready to become a different kind of leader.’

best recruiters and developers of talent. And talent is the key. Multi-unit growth lives or dies on leadership bench strength. You need a store manager who owns results. You need clearly defined metrics. You need accountability. Without those elements, expansion simply multiplies chaos. Too often, operators pursue a second location because the first is busy, not because the first is systemized. Expansion amplifies strengths, but it also amplifies weaknesses.

A solid foundation and the right attitude are paramount. Capital is another common concern, though it is often more psychological than practical. Financing options for healthy tire dealerships are typically available through Small Business Administration loan programs, conventional commercial loans, private debt or even seller financing in acquisitions. The issue is less about access to capital and more about comfort with leverage. Responsible debt, used to acquire or build profitable locations and structured conservatively, can be a powerful growth tool. The key is discipline. Underwrite conservatively. Maintain adequate liquidity. Build realistic ramp-up timelines. Growth without financial structure creates stress. Growth with structure creates opportunity.

Before expanding, owners should take a hard look at their first store. Can it operate for an extended period without them? Are financials clean and timely? Is there a defined management hierarchy? If the answer is no, the focus should remain on strengthening the foundation. A second location should feel like a replication of a proven model — not an experiment.

Ultimately, growing into a multi-unit operator is not about ego. It is about evolution. It requires moving from working in the business to building the business. Done correctly, it can create personal freedom, increase enterprise value and attract more sophisticated capital partners in the future. Done prematurely, it can magnify stress and expose operational gaps.

The real question is not whether you can open another location. It is whether you are ready to become a different kind of leader. That transition — more than the number of stores you operate — is what determines whether multi-unit growth becomes a breakthrough or a burden. ■

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.

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Dealer Development

Randy O’Connor By

IThe power of perspective

MANY OF TODAY’S ‘BIG ISSUES’ WILL ONE DAY FEEL SMALL

’d like to invite you to take a walk back in time. If you close your eyes and visualize yourself in most any space or event from decades ago, you’ll notice that everything was big. Walk back into your old high school gym decades after graduation and we all notice something immediately: It’s small. The ceiling seems lower than you remember. The bleachers feel closer together. The court that once hosted pep rallies, playoff games and all sorts of character-building activities now looks like it could barely fit a junior varsity practice. It’s disorienting — until we realize the truth. The gym didn’t change. We did.

What a great lesson for business. Let’s dig deeper.

In the moment, everything feels enormous. Problems loom large. Decisions feel irreversible — sometimes terminal. The pressure of competition, staffing, technology and margins can make even the most seasoned dealers feel like they’re standing in the middle of a packed gym with all eyes on them. Perspective has a way of shrinking things down to their true size, so let’s use it.

Most of us can point to moments that felt overwhelming at the time. A key technician quits unexpectedly. A large commercial account moves its business. A new competitor opens nearby. In the moment, those events feel defining. They’re large. They keep us up at night. They spark doubt. They create urgency that borders on panic.

‘Perspective doesn’t make leadership easier, but it makes it clearer.’

Years later, we’re able to look back and realize those moments weren’t disasters but rather turning points. They forced better processes. They exposed weak systems. They encouraged delegation, training or reinvestment. What once felt massive now barely registers in the rearview mirror. So what’s the lesson we can learn from it? The lesson is that scale was distorted by distance. We were simply standing too close.

There’s no shortage of headlines telling us our industry is getting more complicated. Vehicles are more advanced. Customers are more informed. Technology is more expensive. Labor is harder to find. Consolidation continues.

From up close, it can feel like the industry is growing beyond recognition. Step back, however, and the fundamentals haven’t changed nearly as much as it seems. Customers still want honesty and consistency. Vehicles still need tires, alignments and inspections. Employees still want clear expectations and respect. Successful shops still win by executing the basics better than the competition.

This industry changes around the edges, but stability comes from mastering the core. Those of us who keep perspective don’t chase every trend or fear every headline. We evaluate what matters, ignore what doesn’t and make measured decisions instead of emotional ones. It’s scale awareness.

With experience, scale awareness brings a different response. Leaders who’ve been through cycles — good and bad — develop a sense of proportion. They know which issues require immediate action and which ones will resolve with time, consistency or better communication. They know that perspective is what separates reactive managers from steady leaders. Strong leaders don’t dismiss problems, but they also don’t inflate them. They slow the moment down. They zoom out. They listen to the walls and scale decisions accordingly.

Taken one step further, the healthiest operations don’t keep perspective at the top. They spread it throughout the shop. When an advisor is rattled by one unhappy customer or a technician gets discouraged by sub-goal production, leadership matters most. Calm and intentional direction reframes the situation. One tough repair order doesn’t define performance. One mistake doesn’t erase trust. One slow week doesn’t signal failure. Teams that understand this operate differently. Stress stays lower. Communication improves. Turnover drops. People make better decisions when they aren’t constantly reacting to false impressions of scale. Quantified, it can be defined as this: Perspective plus communication equals culture.

Many of today’s big issues will someday feel small. Digital inspections that once felt risky are now standard. Equipment investments that caused hesitation now feel obvious. Staffing challenges that seemed impossible have led to better onboarding, training and accountability. Time has a way of revealing what truly mattered versus what only felt urgent. That doesn’t mean challenges should be ignored. It means they should be sized correctly.

If there’s a takeaway here, it’s this: Step back. Look at your business or your role from a macro perspective — from five years out, not five feet away. Ask yourself which problems will still matter next year, what’s your 80/20 impact today and which problems only feel large because you’re standing too close.

Perspective doesn’t make leadership easier, but it makes it clearer. And clarity is super-helpful in making decisions and building steadier teams and stronger businesses.

The gym didn’t get smaller. We got bigger. The same can be true for our businesses, our shops, our bays and our workstations, if we choose to see it that way. ■

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.

EV Intelligence

What are you afraid of? HOW TO OVERCOME F.E.A.R. OF ELECTRIC VEHICLES

Craig Van Batenburg By

Ihave just completed a two-week class on hybrid (HEV) and electric plug-ins (EV) at my training center. In this class were five technicians, including the store’s owner. They boarded a plane and flew across the country to get up to speed on the last 26 years of electrification. From the first hybrids to the latest Tesla, they want to be the go-to shop in their area. Many other local techs attended, as well.

What fears did they have to overcome in order to make such a commitment? Here is a list:

1. Will EVs go away?

2. What will my anti-EV customers think?

3. Will I get a return on my investment?

4. Will the cost of equipment prevent me from getting in?

5. Will my friends shun me?

6. Will my staff have opinions that will create a shop environment that is divided?

7. Will I be perceived as un-American, given the views of the current White House?

8. I drive a big truck that guzzles fuel. Do I need to change my vehicle?

9. What if I don’t embrace EVs? Will I lose customers?

10. I am getting pressure from my family to consider the impact of burning fossil fuels and the climate.

The acronym F.E.A.R. stands for “false evidence appearing real.” We are born with only two fears: the fear of loud noises and the fear of being dropped. These instincts are survival mechanisms. All other fears are learned through experience and culture. Depending on our age, ethnicity, neighborhood, parents and friends, the fears we have learned can be many. Many fears are false.

I was raised in Ogden, Utah, until I was 12. Moving to Worcester, Mass., at that young age, I had to overcome my fears of others who were not like me. Those first years can set a lifetime of good and bad thoughts, prejudice, love and hate, discipline or laziness and countless other things. As we mature and go back over what we learned as children, it will change us. A solid marriage with a loving spouse can help us grow. Children will test our patience. Fears will stop us from moving into what we need to do. Getting stuck in a rut can happen.

As owners and managers, we need to make decisions daily and big decisions yearly. New equipment wears out and must be replaced. Old ways of thinking wear out, too. I see many tire dealerships selling to larger chains. The small dealerships that survive have learned to adapt.

One large tire store chain that boasts over 80 locations in Maine, New Hampshire, Vermont, Connecticut, Rhode Island

and my state of Massachusetts sent four techs to our Up Your Voltage course a decade ago. They spent seven days at our company, Automotive Career Development Center, learning how to service and repair HEVs. They are due back soon to keep up to date with the latest EVs.

‘New equipment wears out and must be replaced. Old ways of thinking wear out, too.’

Did the company waste its time and money? If you have one location or many, staying in the game is essential. Let’s address the fears listed above.

First, EVs will not go away. They make sense to many car owners and if America wants to stay competitive worldwide, we need to be a leader in electric drive systems.

Second, your anti-EV customers will voice their opinions, like many other customers do about all sorts of things. Smile and do not engage.

Next, everything you invest in to run your business must be worthwhile. Some of it cannot be measured, but EV repair can be. The cost of equipment is less than you think.

If your friends shun you, they were never your friends to begin with.

Meet with your staff on a regular basis. Keep the purpose of your tire dealership in front of your mind. If you have an instigator on your team, talk privately.

Remember, politics has always been “us versus them.” If the subject of politics comes up, talk about one America, where we all live. Shut down the conversation if it gets personal.

Also keep in mind that people drive for enjoyment, status and to get places. It helps to have a “family vehicle” and a “company car.” If you can afford both, do it.

Finally, having a company EV makes sense, even if it only gets parked at the entrance to your store, plugged in. This is good optics.

Lastly, are you getting pressure from your family to consider the impact of climate change? Make sure you listen, especially to the younger generation and your kids. They may have a point. ■

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.

Focus on Dealers

Point S eyes expansion, growth in 2026

POINT S WANTS TO REACH 500 STORES IN 50 STATES WITHIN FIVE YEARS

Aden Graves By

Excitement filled the air as Point S USA leaders, owners, families and vendors celebrated another year of growth and announced their 2026 strategy during the group’s annual Owners Meeting in Phoenix, Ariz.

At the event, the company announced it added 80 stores this past year to its network, bringing the current number of locations to 464 across 39 states, putting Point S closer to reaching its 500-store target in 50 states within five years.

Point S USA also touted its amplified digital marketing program — which officials said earned Point S more than 28 million organic impressions online last year — as well as efforts to grow its Master Shop program and Point S Training Academy for members.

“While some industries slowed down this year, we really hit the gas and kept on moving,” said Walter Lybeck, CEO of Point S USA.

The group laid out its top priorities for this year, including a full-year national and partner promotional calendar, enhanced training initiatives and strengthened marketing strategies.

With a renewed focus on branded tire partnerships, Point S USA says it has worked with its Platinum Partners — Hankook Tire America Corp., Dunlop Tires North America (formerly Sumitomo Rubber North America Inc.), Nokian Tyres and Nexen Tire America Inc. — to roll out a promotions plan that will include exclusive offers and help Point S USA members reach more customers and drive profits.

“Our owners compete every day on trust and credibility,” said Lybeck. “These partnerships give them the ability to showcase relationships with tier-one and tier-two tire brands in a way that feels intentional and professional.”

While elevating its training efforts, Point S USA is also launching a full calendar of in-person and virtual Point S Training Academy and Master Shop program events. These are exclusive to its

members and provide stores with training sessions in areas such as safety, tire condition analysis and more.

The Master Shop program is concentrated on teaching owners how to build on business and leadership performance, while the Training Academy is tailored to customer-facing staff members, including service advisors.

“There are a lot of training options in this industry,” said Tony Obillovich, master shop business coach for Point S USA. “What sets these programs apart is that they are built specifically for independent owners. Every training is tied to real operational decisions and real profitability outcomes.”

This year’s Point S USA event featured

several sales and marketing meetings, a vendor show with a wide range of tire, auto and equipment suppliers and entertainment activities, such as a golf tournament and racetrack experiences.

As Point S USA moves ahead with a continued effort to support its members, Lybeck said making sure members have the resources, knowledge and partners needed to grow will continue to be the primary goal of the organization.

“The growth we saw in 2025 confirms that independent owners are looking for a cooperative that delivers real value,” said Lybeck.

“Our focus in 2026 is to scale that value responsibly and keep the owner at the center of every decision.” ■

Ben Millar and his wife, Kyle, the owners of Millar’s Point S Tire & Auto, said the annual Point S USA Owners Meeting was an opportunity to connect with other Point S USA members and celebrate each other. Their family business has been a staple in Canby, Ore. for nearly 65 years.

Photo: MTD

“The

growth we saw in 2025 confirms that independent owners are looking for a cooperative that delivers real value,” said Walter Lybeck, CEO of Point S USA.

Photo: MTD

Focus on Industry

Michelin unveils X-Ice Snow+ winter tire

NEW PRODUCT WILL BE AVAILABLE FOR ORDER IN MAY 2026

MTD staff By

Michelin North America Inc. has launched the new Michelin X-Ice Snow+ “to meet the needs of drivers in unpredictable winter weather.”

The X-Ice Snow+ is built for CUVs, SUVs, sedans, pickup trucks, electric vehicles (EVs) and hybrids “and will be available for dealers to order ahead of the 2026 winter selling season,” starting this May, according to Michelin officials.

“For more than 130 years, Michelin has continued to push the boundaries of innovation by improving our technologies to meet the needs of mobility across the globe,” says Omer Waysman, vice president of B2C marketing, Michelin North America.

“With the new Michelin X-Ice Snow+ tire, we have taken everything drivers loved about (Michelin’s) previous generation (winter) tire and improved key areas. This new tire delivers excellent winter performance, longer-lasting durability and greater efficiency, giving drivers a dependable advantage when the weather is at its worst.”

Michelin officials say the X-Ice Snow+ is the company’s “best winter tire for optimizing braking across ice, snow, wet and dry conditions, thanks to its advanced FLEX-ICE 3.0 tread compound.

“Whether navigating freezing rain, deep snow or black ice, drivers can count on the Michelin X-Ice Snow+ tire to help maintain control.

“In addition, the tire’s proven winter tread pattern helps prevent drivers from getting stuck when conditions worsen.

“On slick, icy corners, the tire’s strong lateral grip boosts both stability and control. Drivers can enjoy fuel savings or extended EV range without compromising on winter traction.”

The new X-Ice Snow+ also features Michelin’s Piano Acoustic Tuning Technology, a proprietary system that reduces road noise for a quiet, more comfortable ride.

The tire — which was recently at a rideand-drive event near Montreal, Quebec

Introduced at a recent ride-and-drive event, the new Michelin X-Ice Snow+ is built for CUVs, SUVs, sedans, pickup trucks, electric vehicles and hybrids “and will be available for dealers to order ahead of the 2026 winter selling season,” starting this May, according to Michelin North America Inc. officials.

— replaces the Michelin X-Ice Snow, a product that was introduced six years ago.

“Winter is an important market,” Waysman told MTD. “That’s why we wanted to come out with a better product to provide drivers with the best possible tire.”

Waysman said that in both the U.S. and Canada, “we see the winter (tire) market going up. That’s definitely an area where we want to continue to invest.

“The all-weather category is growing, especially in the U.S. Despite that, I think the winter category is very specific. To be able to improve your performance on snow and ice, you definitely need to have the best possible winter tires.

“That’s why we believe innovation in (the winter tire) segment will not stop. Innovation is at the heart of our DNA. With the X-Ice Snow+, we really wanted to step up our game.” ■

Waysman says that in both the U.S. and Canada, “we see the winter (tire) market going up” and that Michelin will continue to invest in winter tires.

Inc.

Photo: Michelin North America Inc.

Photo: Michelin North America

Toyota Rav4 ■ 2024

DESCRIPTION

The tire pressure warning valve and transmitters that are installed in the tire and wheel assemblies measure the tire pressure of each wheel. The measured values are transmitted to the tire pressure warning ECU and receiver in the vehicle as radio waves. The ECU compares the measured values with the tire pressure threshold. When the measured value is less than this threshold, the warning light in the combination meter assembly illuminates.

The tire pressure warning valve and transmitters send radio waves to the tire pressure warning ECU and receiver.

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 memorize thatinitialization was being performed. Therefore, it is not necessary to perform the initialization procedure again after turning the ignition switch to ON.

The data is received in random order. If the signals from all the tire pressure warning valves 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, troubleshoot. If initialization has not been completed successfully, DTC C2177 is stored after a vehicle speed of 25 mph or more is detected for 20 minutes or more.

If initialization is performed, the existing tire positions will be cleared, but will be 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 warning light when tire pressure drops to approximately 75% or

less of the tire pressure set when system initialization was performed using the steering pad switch assembly.

a. Turn the ignition switch to ON.

b. 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.

c. Turn the ignition switch off.

d. Connect Techstream to DLC3.

e. Turn the ignition switch to ON.

f. Turn the Techstream on.

g. Enter the following menus: Chassis > Tire Pressure Monitor > Data List

h. Ensure initialization is complete.

i. Confirm tire pressure data of all tires is displayed on Techstream 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, so take note of the transmitter ID before installing the tire.

Make sure to perform ID registration using the Techstream after replacing the tire pressure warning ECU and receiver.

1. BEFORE REGISTRATION

a. When replacing the tire pressure warning ECU and receiver, read the transmitter IDs and number of the transmitters stored in the old ECU using the Techstream and write them down before removal. If reading the stored transmitter IDs is impossible due to malfunctions of components, remove the tires from the wheels and check the IDs located on the tire pressure warning valve and transmitters.

b. When replacing a tire pressure warning valve and transmitter, take note of the seven-digit transmitter ID written on the tire pressure warning valve and transmitter.

2. REGISTER TRANSMITTER ID (USING TECHSTREAM)

HINT: If the ID registration step is not completed within 300 seconds, ID registration will be canceled.

a. Set tire pressure to specified value.

b. Turn the ignition switch off.

c. Connect Techstream to DLC3.

d. Turn the ignition switch to ON.

e. Turn the Techstream on.

f. Enter these menus: Chassis > Tire Pressure Monitor > Utility > ID Registration/Tire Number Registration.

g. Perform the procedure displayed on the Techstream.

The number of registered tire pressure warning valves and transmitters can only be set to four when the value is currently set to five. The number of registered tire pressure warning valves and transmitters should only be changed from the default value when requested by the customer.

3. TIRE POSITION IDENTIFICATION (USING TECHSTREAM)

a. Set tire pressure to specified value.

b. Turn the ignition switch off.

c. Connect Techstream to DLC3.

d. Turn the ignition switch to ON.

e. Turn the Techstream on.

f. Enter the following menus: Chassis > Tire Pressure Monitor > Data List.

g. Reduce tire pressure for each wheel at least 5.8 psi within 30 seconds.

h. Read the “ID Tire Inflation Pressure” value, identify the tire with reduced pressure and record the corresponding tire pressure warning valve and transmitter.

i. Repeat for each tire.

j. Set the pressure to specified value.

k. Enter these menus: Chassis > Tire Pressure Monitor > Utility > Tire Position Write.

l. Perform the procedure displayed on the Techstream.

4. REGISTER TRANSMITTER ID (USING AUTOMATIC ID) If the ignition switch is turned off before the vehicle is driven after entering registration mode, registration 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, the frequency of electrical waves sent by the tire pressure warning valve and transmitters increases for the first few minutes of driving.

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.”

d. Drive at approximately 25 mph for 10 to 30 minutes continuously.

e. During the procedure, make two or more turns. Do not drive the vehicle in reverse during registration or the information may be reset before registration completes.

f. When registration is completed, the tire pressure warning light turns o , the normal tire pressure is displayed on the multi-information display and “Tire Pressure Recalibrating Please Wait until Complete” stops displaying.

Registration may take longer than normal if:

• Vehicle is stopped frequently or for a long time;

• Vehicle is driven in reverse, on rough

The tire pressure warning valve replacement components for the 2024 Toyota Rav4 include the tire pressure warning valve and transmitter (1), disc wheel (3), tire valve cap (5), tire pressure monitor sensor (7) and washer (9).

Image: Toyota/Mitchell 1

TPMS

roads or uneven surfaces or close to another vehicle with the same type of tire pressure warning valve and transmitter for a long time;

• Vehicle was not stopped for 15 minutes or more before registration;

• Vehicle is driven at 25 mph or less for a long time; or

• The ignition switch is turned off during ID registration.

5. TIRE POSITION IDENTIFICATION (NOT USING TECHSTREAM)

a. Set the tire pressure to the specified value.

b. Perform initialization to clear 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 while performing Tire Position Identification or information will be discarded and Tire Position Identification may take longer. Tire Position Identification may take longer than normal if:

• Vehicle is stopped frequently or for a long time;

• Vehicle is driven in reverse, on rough roads or uneven surfaces or close to another vehicle with the same type of tire pressure warning valve and transmitter for a long time;

• Vehicle was not stopped for 15 minutes or more before registration; or

• Vehicle is driven at 25 mph or less for a long time.

TIRE PRESSURE SENSOR

1. Remove tire.

2. Remove tire pressure warning valve and transmitter.

a. Remove the tire valve cap and core to release the air from the tire. Keep the removed cap.

b. Using an 11-millimeter deep socket wrench, remove the nut and washer used to secure the tire pressure warning valve and transmitter. Then drop the tire pressure warning valve and transmitter with the grommet into the tire. The grommet may remain attached to the rim.

c. Disengage the bead using the shoe of a tire remover. Be careful, as the tire pressure warning valve and

transmitter may become damaged due to interference between the valve and tire bead.

d. Set the tire remover shoe and separate the upper bead.

e. Take out the tire pressure warning valve and transmitter with the grommet from the tire and separate the lower bead.

f. Remove the grommet from the tire pressure warning valve and transmitter.

g. Using a T10 “TORX” socket wrench, 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.

1. Using a T10 “TORX” socket wrench, install the tire pressure monitor sensor to the new tubeless tire valve with a new bolt. The torque specifications are 1.2 N.m (12 kgf/cm, 11 in.lbf).

2. Install a new grommet to the tire pressure warning valve and transmitter. A new tire pressure warning valve and transmitter come with a grommet installed — make sure not to install an extra grommet.

3. Write down the seven-digit transmitter ID number.

4. Insert the tire pressure warning valve and transmitter with grommet from the inside of the rim.

Make sure that the tire pressure warning valve and transmitter are installed so that the printed surface can be seen. If the tire pressure warning valve and transmitter are installed upside down, they may be damaged or fail to transmit signals when

driving at high speeds.

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.

5. Install the washer to the tire pressure warning valve and transmitter from the outside of the rim, and use an 11-millimeter deep socket wrench to tighten the nut. No further tightening is required once the nut is tightened to the specified torque: 4.0 N.m (41 kgf/cm, 35 in.lbf).

Check that there is no foreign matter on the grommet, washer and nut.

6. Set the tire and disc wheel onto the mounting machine.

7. Apply a coat of soapy water or equivalent to the tire bead and rim. (Do not apply 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 are not clamped by the bead and rim.

8. Using a mounting machine, install the tire to the disc wheel.

9. Install a new valve core.

10. Inflate the tire to the specified tire inflation pressure.

11. After the tire is inflated, the nut may be loose. Retighten to the specified torque if necessary.

12. Check 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 it 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, ensure the grommet, washer and nut are not deformed, damaged or contaminated with foreign matter. Replace the grommet, washer or nut as necessary.

13. Install the tire valve cap.

14. Install tires and inspect.

15. Register transmitter ID.

16. 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.

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