feature
Boundaries? What boundaries? Te Philadelphia market is more than just a city – or county. As it changes and expands, these four dealers continue to meet all demographic challenges Second of two parts
T
By Bob Ulrich
he city of Philadelphia and the county of Philadelphia are one in the same. Metropolitan Philadelphia, however, encompasses western New Jersey (separated from the city by the Delaware River) and northern Delaware in addition to southeast Pennsylvania. Tire dealers two counties away can — and do — reach Philadelphia residents with radio and television advertising. Te whole metropolitan area is commonly known as the Delaware Valley. “Tere are these divisionary lines that don’t Allen TireÕs Harbison Ave. store in northeast Philadelphia received a hold water,” says Ricky Blat, owner and service Nexen-themed makeover earlier this year. The purple, yellow and white manager of Blat Tire & Service. His is the closest color scheme and the illusion of a car on a lift (center) creates a buzz. dealership to the Historic District, also known as the “Old City,” in downtown Philadelphia. Mayfair Tire & Service Center Inc. out-services everyone “It’s only a 15 to 20 minute drive to New Jersey. Montgomery in a crowded area of Philadelphia known for its row housing. County and Philadelphia County are separated by a street. It’s Bustleton Tire and Service, also known as Bustleton Goodyear, not like areas are separated by the Berlin Wall.” peacefully co-exists with a nearby Sears Auto Center and Pep Tere is plenty of competition for customers in the area. Boys Supercenter. In this second of a two-part series that began in August, we And outside of Philadelphia in Berks County, located profle four retailers who have experienced continued success northwest of Montgomery County, CJ’s Tire & Auto Services despite ever-changing demographics. Tree are from northeast has 12 stores going on 150. Philadelphia. “I’m not worried about the big box stores,” says Craig Myers, Allen Tire & Service uses its wholesale warehousing and strong co-owner of Allen Rubber Co. Inc., which does business as partnership with the Nexen brand to make a name for itself. Allen Tire & Service. “Tey can compete with me on price, but certainly not from a service side or a knowledge side. “It’s just a job for the guy working at Sears. He might want to do something else with his life. My managers — they’re in it for the long haul.” Here are some of the retail prices for a V-rated, size Other independent tire dealers are a diferent story, according 225/50R17 tire sold in metropolitan Philadelphia. The to Myers. “Tey are good competitors. Tey don’t beat the pricing includes installation. price into the ground. Tey don’t sell refrigerators or other products that they can mark up so they can low-ball tires.”
Philadelphia pricing
Mayfair Tire & Service Center High: $247.49 (Michelin Pilot MXM4) Low: $141.94 ( Nexen CP641) Bustleton Tire and Service High: $235.50 (Goodyear Tripletred All-Season) Low: $155.45 (Dunlop Signature II) CJ’s Tire & Automotive Service High: $231.19 (Michelin Pilot Sport A/S +) Low: $130.71 (Hankook Ventus V2 Concept H437)
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Allen Tire and customer retention
“Northeast Philly is so big, we have two retail stores,” says Myers, who describes the immediate area as blue collar but diverse. (Only 14 miles away in Camden Count, N.J., Allen Tire has a third store that does business as Trio Tire & Service. It is located in Cherry Hill, a suburban, afuent area.) One of the Philadelphia stores recently received a Nexenthemed retail makeover, complete with a bay door wrap that
MTD October 2012
