Modern Tire Dealer - March 2025

GETTING A GRIP

Photo: Nokian Tyres Inc.

By

Mike Manges

TSteering into the curve

AUTO DEALERSHIPS REMAIN TOUGH COMPETITORS

hey may only make up 9.5% of the replacement consumer tire sales channel in the United States, but car manufacturers and their dealers continue to make significant investments in their tire programs.

I recently had an opportunity to discuss Ford Motor Co.’s Quick Lane Tire & Auto Center operation with Doug Danstrom, Ford’s director of service performance.

Ford has two formats that operate under the Quick Lane banner: Quick Lane Tire & Auto Center, which has around 800 locations, and Quick Lane Express Service, which includes 900 locations.

Quick Lane Tire & Auto Center locations “can be (located) on or off” a Ford dealership’s main property, while “Quick Lane Express is primarily an in-bay program to help (dealers) with throughput,” Danstrom told me.

Together, the formats provide “a strategic advantage for us. Quick Lane has been going for over 20 years at this point. It’s a mature program. We feel it helps us with service retention. That’s probably the number-one thing most of the (vehicle) OEMs work on with their dealers. How can we retain service business?

“We think the biggest defection point where we lose customers is oil changes and we think tires are the second area where they jump,” said Danstrom. “And when they jump, they’re probably less likely to come back to the (car) dealership for maintenance services. Our goal has been to attack those deflection points — both in the offerings we have and the time it takes to do those services.”

Ford hasn’t established a target turnaround time for tire replacement at Quick Lane facilities, “but we definitely track what we call key-to-key metrics on oil services and tire rotations. Most Ford dealers and Quick Lanes (offer) something called ‘the works package,’ which is a multi-point inspection, as well as tire rotation and an oil change — all combined — and we have the goal to (do that) in less than one hour.”

Like most independent tire dealerships, Quick Lane offers tires at different price points. When customers bring in their vehicles for first tire replacement, “we have a strategy of offering the OE tire fitment, especially if the customer likes the way the vehicle rides or likes the life they got out of their tires. In many cases, it’s a ‘best-better-good’ offering.”

As vehicles age, “there are different price points,” said Danstrom. “We find customers may move away from that OE fitment and go toward” less-expensive tires.

Quick Lane locations also sell tires for electric vehicle (EV) applications, Danstrom told me. “Any tire that’s sold OE on the vehicle when it leaves the factory floor, we have that fitment available for our customers. In the case of EVs, we know there aren’t as many parts in a lot of EVs, so we feel we have to be good at the tire side of EVs. It’s still a small piece of what we do.”

Tire supply is never an issue at Quick Lane locations, accord-

ing to Danstrom. “Our dealers stock x number of tires and in most cases, have relationships with distributors who can get them tires two or three times a day in most markets. Because most of our vehicles are Fords — not all — we have a pretty good feel for what in each dealer’s protected area are the vehicles that will be coming in and how many are out there.”

Danstrom said that “along with growing the (Quick Lane) program, we’ve invested a lot in additional coaches and training the past couple of years. That’s a lot of in-dealership time on a monthly basis to work with (service) advisors” on the process of selling tires, with a focus on product education and presentation skills.

Ford also is investing in the technology offered at Quick Lane locations. “We’ve worked hard to connect Hunter drive-over tire (devices) and alignment machines — building those right in to connect with our tire selling tools to make it easier for our advisors to present offerings very quickly to our customers.”

Danstrom says the company looks at Quick Lane and the services offered there as being complementary to Ford dealerships. “Most dealers who operate Quick Lanes...that portion of their business is where they do the lion’s share of their light repair work and maintenance. Then at their main shops, they’re doing warranties and some of their larger repairs.”

Independent tire dealerships remain the dominant replacement consumer tire sales channel in the U.S. with 67% share of the market, according to MTD’s recently published Facts Issue. This isn’t going to change. (In fact, I believe that percentage will increase.) However, auto dealerships will remain formidable competitors. ■

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

Ford Motor Co. has two formats that operate under the Quick Lane banner: Quick Lane Tire & Auto Center, which has around 800 locations, and Quick Lane Express Service, which includes 900 locations.

Photo: MTD

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The interim CEO of American Tire Distributors Inc. (ATD) says the company “is poised to move forward as a stronger partner to manufacturers and customers.”

Tire dealers are watching the turbulence

Changes in the industry are expected, but sometimes there are forces at work that are so grand and beyond the scope of the typical ebb and ow of business that they require extra monitoring. The bankruptcy of American Tire Distributors Inc. (ATD) has had that kind of impact on the market in the last six months, as have the actions of President Donald Trump more recently. The threat of additional tariffs has tire dealers paying attention.

1. ATD expects to have a new owner this month

2. Trump tariffs: A look at the numbers

3. Photos: Inside K&M Tire’s 2025 meeting

4. Les Schwab acquires Pete’s Road Service

5. Goodyear to invest in new products and U.S. plant in 2025

6. Photos: Black’s Tire mixes fun with business at leadership meeting

7. Toyo unveils Open Country R/T Pro

8. ATD calls sale the ‘best path forward’

9. More details on Bridgestone plant shutdown

10. Goodyear TBR plant changes to cost $130 million

DIGITAL EDITION

Check out MTD ’s digital edition at the top of our website’s homepage.

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Photo: American Tire Distributors Inc.

A highlight of the Safety Leadership Summit was the sharing of best practices. Nearly 70 people from a mix of commercial and retail tire dealerships participated in the most recent summit.

Photo: MTD

A word about wheel-offs

TIRE DEALERS SHARE THEIR SAFETY PROBLEMS

Among the universal concerns facing tire dealers of every generation is how to prevent wheel-offs. It’s an issue that so far has not been eliminated by advancements in technology and instead often relies on consumers returning to a tire store for a torque check.

At the recent Safety Leadership Summit, which was held in Nashville, Tenn., tire dealers talked about this age-old struggle. Three shared how their teams are presenting torque checks to customers.

Charles Campagna, loss prevention and safety manager for Auburn, Mainebased VIP Inc. dba VIP Tires & Service, said his dealership’s service advisors “are supposed to have the conversation with the customer at (vehicle) pick-up to explain that any time we have a wheel off the vehicle, (the customer needs) to come back and get the lug nuts rechecked.”

VIP Tires asks its customers to return for that torque check after 25 miles of driving “as a precautionary measure, just to make sure that there’s no issue. If we find that the torque wasn’t correct, we may disassemble (the tire/wheel combination), reinspect it, make sure everything’s clean and put it back together and ask them to come again, just to verify.”

Josephine Foley, manager of safety and fleet at Norwell, Mass-based Sullivan Tire Co., said front counter personnel are supposed to have a similar conversation, except that Sullivan Tire asks its customers to return within 50 miles of the wheel being installed. She noted a message alerting customers to the need for a torque

check is printed on the invoice. And for those customers who do follow the rules and return, Foley said there’s a code in Sullivan’s point-of-sale system to note that on the customer’s record.

Sam’s Club customers are also advised to return after 50 miles of driving. Tim Gearhart, Sam’s Club senior project manager, said the recommendation is printed at the bottom of every service order. “We do a wheel retention analysis on every wheel retention claim that occurs and unfortunately, we have had too many. But the number-one common denominator in all wheel retention claims was the consumer failed to return for the 50-mile retorque. It’s huge. Even though we have it printed on the bottom of the work order, we’ve encouraged associates to highlight it, circle it, have the (customer) initial it.

Sam’s Club is working on an in-house system that will send email reminders to customers to return for torque checks.

As for an industry standard, Kevin Rohlwing, chief technical officer for the Tire Industry Association (TIA), said the organization’s recommendation is to check torque after anywhere from five to 50 miles.

“For the most part, wheel and loosewheel incidents that happen shortly after installation can be traced back to failure to follow procedure. Once you cross that 100-, 200-mile mark, then it could have occurred because of a pothole. There’s a lot of things that could have happened for that loose wheel to occur.”

The issue is that so many customers don’t return for the torque check. Foley

said most don’t come back. But in her investigations of incidents where wheels did come loose soon after installation, it’s been because the “procedure has not been followed … because proper torque was not completed.”

INVESTING IN SAFETY

After five years of Safety Leadership Summits, attendees have swapped ideas and brainstormed solutions to all kinds of problems in both commercial and retail tire dealerships. Sometimes, the fixes come down to equipment.

Jim Lanham oversees safety for the southern region of Wilkes Barre,Pa-based McCarthy Tire Service Co. Inc.’s territory. He said tools and equipment are needed to keep technicians safe. “I don’t sell tools. I try to protect people.”

At McCarthy Tire Service, that investment has included the addition of tire safety cages for retail stores. Russ Devens, director of safety and risk management at McCarthy Tire, said he spotted a technician kneeling in front of a 39-inch tire as he aired it up on a lifted vehicle. The tire’s required air pressure exceeded that of the maximum available from the tire changer, so the only option was to inflate the tire on the vehicle. The compressor was pushing air at 180 psi. “These tires on the passenger/light truck side are just getting bigger, wider, (with) more psi (and) more dangerous. My recommendation is make sure you have a cage in the retail shops.”

— Joy Kopcha

Bites

Yokohama closing plant

The Yokohama TWS ag tire manufacturing plant in Spartanburg, S.C., will close at the end of March. The plant, which started production in 2015, builds Trelleborg brand tires. Yokohama bought Trelleborg in 2023.

OTR deal finalized

Goodyear Tire & Rubber Co. has finalized the sale of its OTR tire business to Yokohama Rubber Co. Ltd. The all-cash deal is valued at $905 million.

Telle Tire hits 30

Telle Tire & Auto Centers has acquired two more locations, extending its footprint to 30 stores. The dealership bought the assets of Shore Tire in Lenexa, Kan., which included a store and distribution center. Telle Tire also has acquired Miller Tire in Mexico, Mo.

Tom Gegax makes film

Former MTD Tire Dealer of the Year Tom Gegax took his story to Apple TV and Amazon Prime Video in “Confessions of a CEO,” a documentary that chronicles Gegax’s life and career journey and the lessons about empathetic leadership that he learned and put into practice.

CTDA raises funds

Attendees of the California Tire Dealers Association (CTDA)/1-800EveryRim New Year luncheon donated more than $4,700 for tire industry fire victims. The money collected will be donated to the Automotive Aftermarket Charitable Foundation.

Boyajians add store

Stepan Boyajian and his brother, Harry Boyajian, have opened their sixth Tire Pros store in California. The store, which is in Long Beach, Calif., is an acquisition. It features seven bays and will operate under the Royal Tire Pros & Auto Repair banner. Its existing team has been retained.

Ad campaign highlights AOT’s capabilities

A“Every day, we’re striving to be more efficient in our systems and procedures — from the ordering process to planning at the factory level — and making sure we have the right logistics partners,” says Chris Brackin, president of American Omni Trading Co.

new, multi-installment ad campaign from American Omni Trading Co. (AOT), which is celebrating its 35th year in business, highlights the company’s product development, supply chain, logistics and marketing capabilities.

The campaign, which begins in this issue of MTD and features AOT employees, is designed to let customers know that “we have a fantastic team both inside our office and in the field who are experts in their specific areas,” says AOT President Chris Brackin. “We really want to show to our customers that we’re not just selling tires. We have a professional, high-level staff.”

The themes of the ads “are relatively simple. When it comes to marketing, we’re taking a more tailored approach, looking at a combination of traditional and non-traditional marketing. When it comes to logistics and supply chain, this is the backbone of being what an importer is all about. You have to make sure you’re getting that right for the customer. We’ve invested heavily in this area — in both systems and people — to allow for an efficient flow of information and products, from start to finish.

“Lastly, from a people perspective, it goes back to hiring experts to help us provide better service for our customers. There’s a lot of things in the background that you have to do as an importer. Our customers don’t necessarily need to worry about that because we’re taking care of it for them.”

“At the end of the day, the tier that AOT services is the growth tier in the market: value-based propositions,” says Jon Vance, AOT director of business development. “Everybody’s chasing that because they want a bigger share of where the growth is. There are certain things we bring to the table to make sure you do that the right way. We’re not just sending a price sheet on a transactional basis. Our message is, ‘Let us help you.’”

“Every day, we’re striving to be more efficient in our systems and procedures — from the ordering process to planning at the factory level — and making sure we have the right logistics partners,” says Brackin. “We’re very proud of what we’ve developed at AOT and what we continue to evolve to.”

Photo: American Omni Trading Co.

A LONG WAY TOGETHER

AGRIMAX V-FLECTO

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AGRIMAX V-FLECTO is BKT’s response in terms of both technology and performance for high-power tractors.

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Bites

New Plaza Tire opens

Sun Auto Tire & Service Inc. has opened a new Plaza Tire Service store in Centerton, Ark. The outlet, which spans 6,500 square feet and has eight service bays, offers a full range of tires and auto services and adds to Plaza Tire’s footprint in the northwest section of Arkansas.

Fortune adds hockey

Prinx Chengshan Tire North America Inc. has announced a partnership with the American Hockey League (AHL), naming Fortune Tires as the official tire of the AHL. The partnership launched during Fortune’s sponsorship of the 2025 AHL All-Star Classic.

GRI names CEO

Global Rubber Industries (Pvt) Ltd. (GRI) has appointed Tharindu Atapattu as its next CEO. He has more than 20 years of leadership experience and expertise in financial planning, cost optimization, data-driven decision making and customer service strategies.

Hankook promotes Cho

Hankook Tire America Corp. has promoted Kyuwang (Ken) Cho to senior vice president of PCLT sales and marketing for its North American division. He is responsible for marketing strategy, technical services, Canadian marketing and supply chain and logistics operations.

Monro promotes exec

Monro Inc. has promoted Nick Hawryschuk to the role of senior vice president of operations. He will lead all of the company’s retail and commercial operations and strategy.

EAS buys four stores

EAS Tire & Auto, part of the Straightaway Tire & Auto network, has acquired four Integrity Tire stores in Colorado. This deal gives EAS Tire & Auto more than 20 locations in the Denver, Colo., market and strengthens its presence in Parker, a fast-growing area.

Tire Discounters opens EV service outlet

Tire Discounters Inc. has opened a concept store that offers a full range of electric and hybrid vehicle services. The outlet — officially called TD/EV by Tire Discounters — is located in the Cincinnati, Ohio, suburb of Symmes Township and was created to fill what the dealership considers to be a “void” in the automotive aftermarket.

“We noticed a lot of uncertainty in tire dealers and repair shops on how to work on high-voltage systems,” says Jamie Ward, president and CEO of Tire Discounters. And many customers “are unaware of the amount of routine maintenance that these vehicles require.”

The TD/EV store is equipped with the latest tools and technologies to work “on all facets of the modern EV,” the company said.

“We’re talking high-voltage vehicles that are coming in with all the new bells and whistles — all new technologies,” says Ward. “We have a battery room where we can do full diagnostic analysis of all (battery) modules and cells. We do services like load balancing. We do battery repair and replacement. We’re fully trained to get into and work on every single piece of an EV, whether it’s a Tesla, Rivian” or another EV or hybrid. “You name it, we have the capabilities.

“When we looked at getting into this, we knew there was a high barrier of entry,” says Ward. “We had to figure out how we could train our guys. When ASE introduced their certifications for EVs, we were already moving forward with a select group from our team, working on EV training” with various vendors.

The TD/EV store also offers ADAS recalibrations “and highly sophisticated alignments.” And the outlet performs maintenance on other EV and hybrid components and systems.

“When Tesla rolled out, Elon Musk told everybody there’s no maintenance required,” says Ward. “That’s a total myth. These vehicles have a cooling system similar to an internal combustion engine with a series of hoses and fittings that are rubber and plastic and over time, will break and crack and need to be replaced. The fluid itself does not last forever. There will be leaks that happen. The shocks and struts are pretty similar to the shocks and struts on everyday vehicles. Tie rods, ball joints, bushings — all of those components typically have a rubber failure point and those failure points (also) are on electric vehicles. Newer-tech vehicles require a lot of the same maintenance that older-tech vehicles require.”

The new TD/EV store carries EV-specific tires, according to Ward. “We stock the major name brands for downstream options for Teslas, Rivians” and other EVs.

“We keep a core group of products in-house that are EV-specific,” but the store’s tire selection “isn’t limited to that. A lot of hybrids are coming in with tires that have been replaced once or twice with aftermarket products. A lot aren’t EV-specific. So we need to have a full depth and breadth of inventory available to us.”

Ward says Tire Discounters has no plans to open more TD/EV outlets at the moment. “We’re using this as our central source for learnings to establish workflows and to build processes” for EV and hybrid service.

“Before we expand, we’re going to make sure that this facility has done what its original purpose was and that’s to educate and train our employees.”— Mike Manges

Tire Discounters has opened TD/EV, an electric-vehicle focused store that is also serving as a training ground for its employees.

Photo: Tire Discounters Inc.

Bites

Unicorn eyes expansion

Unicorn Tire Corp. has three warehouses in the U.S., and says plans for a fourth are underway. The current warehouses are in Memphis, Tenn., Houston, Texas, and Las Vegas, Nev.

Goodturn names CEO

Goodturn Tire & Auto has promoted Christian Seem to CEO. David Manning and Seth Sands remain involved with Goodturn Tire as co-founders. Seem is a 20-year auto industry veteran.

General adds warranty

Continental Tire the Americas LLC says its General brand tires — both passenger and light truck products — now feature a new warranty and protection package, the Shield+ Advantage plan. It applies to all replacement tires purchased in the U.S. and Canada.

Hyundai rides on Nexen

Nexen Tire Americas Inc. has been named the official original equipment tire supplier for the latest model of Hyundai’s flagship SUV, the Palisade. The Nexen N’Fera Supreme S is an all-season tire designed for high-performance and premium vehicles.

VIP Tires tech honored

VIP Tires & Service

technician

Johnathan Bemis has been honored with a legislative sentiment from the Maine State Legislature. Bemis is an ASE World Class Technician who won the 2024 Technician of the Year award at AAPEX.

Bridgestone wins fitment

Bridgestone Americas Inc. has been chosen by Porsche to develop bespoke tires for its new Macan Electric and Panamera models.

Moveero picks Bailey

Wheel and hub manufacturer

Moveero has named Kevin Bailey its product manager, Americas. He’s been with the firm since 2020.

Michelin exec Scott Clark is joining Tire Rack

Tire Rack has named longtime Michelin North America Inc. leader Scott Clark to be its new CEO, effective April 21, 2025.

Clark was previously the CEO of Michelin North America and has most recently been based at Michelin headquarters in France as executive vice president, serving as a member of the Michelin Group’s executive committee. He will retire from Michelin in March.

“I am extremely grateful for the 29 years I spent with Michelin and have the utmost respect for the people, values and products that make Michelin unique,” says Clark.

“I’m very excited to join the Tire Rack team and am passionate about what they have been doing for 45 years: helping consumers make informed choices about the best tire for their needs and then providing them unparalleled product availability and an outstanding experience. I look forward to working with the Tire Rack team to build on such an incredible foundation.”

Tire Rack’s current CEO and co-founder Michael Joines will continue to have a leadership role within the company, transitioning to the role of executive chairman, with a focus on strategies that will expand and accelerate growth of the business.

Joines founded Tire Rack alongside Peter and Wilma Veldman in 1979.

“We’re so pleased to have Scott join the team because in addition to his exceptional leadership skills and industry knowledge, he has really been a valued Tire Rack friend for many years,” says Joines.

Clark will relocate to Tire Rack’s South Bend, Ind., headquarters. Additionally, he will join The Reinalt-Thomas Corp. board of directors. The corporation, which does business as Discount Tire, acquired Tire Rack in 2021.

Les Schwab acquires Pete’s Road Service

Les Schwab Tire Centers Inc. has acquired Pete’s Road Service, which has 10 stores, a retread plant and a distribution center in southern California.

Founded in 1969 by Pete Fletcher, Pete’s Road Service will continue to operate under its current name.

“Pete’s is one of the strongest and largest independent commercial tire dealers in southern California and this acquisition is a great opportunity for Les Schwab Tires,” says Les Schwab CEO Mike Broberg. “We’re excited to welcome Pete’s into our combined family of brands — including 12-store CMC Tire in Utah, Nevada and Colorado — and to benefit from the unique perspectives and capabilities of its 175 team members.”

Broberg adds that Les Schwab, which is based in Bend, Ore., and Pete’s Road Service “are well aligned and operate under the same core values. We share a culture of excellent customer service and a commitment to supporting and creating opportunities for our employees.”

“After 50 great years in business, the time was right for new ownership,” says Kyle Fletcher, president of Pete’s Road Service. “Les Schwab Tires has the resources, customer focus and expertise to foster our success for the next 50 years.”

No changes to staffing are planned at either company following the acquisition, according to Les Schwab officials.

Les Schwab has more than 500 locations throughout Oregon, Washington, Idaho, Montana, California, Nevada, Utah, Colorado, Wyoming, Alaska, Minnesota, South Dakota, North Dakota and New Mexico.

Scott Clark is retiring from Michelin this month and in April will become CEO of Tire Rack.

Photo: Tire Rack

Numbers ThatCount

Relevant statistics from an industry in constant motion

5

11%

Share of repairs a shop performs that require an ADAS calibration

Source: IMR Inc. October 2024 survey

Photo: 98949849 © Ryzhov Sergey | Dreamstime.com

12

Truck maintenance bays Love’s Travel Stops & Country Stores plans to add in 2025

Source: Love’s Travel Stops & Country Stores

Photo: Love’s Travel Stops & Country Stores

Consecutive months of new vehicle sales growth

Source: J.D. Power and GlobalData February forecast

Photo: 132852888 © Pramote Polyamate | Dreamstime.com

1.23 MILLION

Small farm tire replacement units shipped in 2024

Source: MTD market share data

Photo: BKT USA Inc.

24

Number of 20-inch LT high otation tire sizes available

Source: Tire & Rim Association

Photo: Mickey Thompson Tires & Wheels

F1 F2 F3 F4

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The Landsail Rangeblazer is a true 50K mile All-Terrain tire, built to stand the test of time. In rain, snow or dirt, this tire is reliable on a variety of roads and terrains. The staggered middle block delivers a high-stability tread and meets the highest severe snow standards with the 3-Peak Snow Flake rating. For factory direct and warehouse programs call 305.621.5101.

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Your Marketplace

John Healy By

FIs tier-two making a comeback?

LATEST DATA FLIPS AN EIGHT-MONTH TREND

or a third consecutive month, retail tire sellout trends were in positive territory. In January 2025, dealers indicated sellout growth of 0.7%. That’s a slight slip from the 1.1% growth in December, but it’s still a gain from the January 2024 report.

Tire dealers in the Northeast saw the strongest gains, with volumes up 6.3% due to heavy snowfall in the region. The results were still positive in the Northwest and Midwest, with low-single digit volume trends, while tire dealers in other regions saw flat or negative volume trends. The Southwest reported the weakest market, with a 1.3% decline in year-over-year volume.

Dealers say winter weather events drove this uptick in tire sales this past January, as drivers in affected areas wanted to make sure their vehicles would function properly in the winter weather conditions. Looking ahead, we notice that February had a flat comparison and we expect if the weather cooperates, we could see another month of flat-to-slightly-up volumes.

Miles driven data showed another slight gain in January. The increase of 0.1% was softer than the 1.1% increase recorded in December 2024.

RAW MATERIALS CONTINUE CLIMB

The cost of raw materials needed to build a basic replacement tire continued to edge upward in January, with prices up 6.2% during the month, an increase from the

2.3% recorded in December. This January gain follows a 5.3% increase during the fourth quarter of 2024 and a 10.5% yearover-year increase in the third quarter.

Holding raw material prices flat would equate to a 4.7% year-over-year increase in the first quarter and it would mark a 2% sequential increase over the fourth quarter.

Natural rubber costs continue to rise by double-digit margins, with a 29% yearover-year increase in January.

The pricing of other inputs is more measured, with oil up 0.5% year-overyear and synthetic rubber costs up 12.4% year-over year. Carbon black and fabric/ cordage prices both dropped in January compared to their year-ago comparisons, down 2.3% and 8.1%, respectively.

For the full year of 2024, our raw material index rose 7.1% compared to the prior year. In 2023, the index fell 9.7% from 2022 levels.

Given the rapid price deceleration of 2023 following two years of pricing gains, we’re not that surprised to see raw material costs moderate and increase on a year-over-year basis.

We view this as a nod toward stability and a positive, given the volatility experienced since 2020.

WINTER DRIVING DEMAND

Dealer commentary suggests consumer demand for passenger and light truck replacement tires was slightly positive

on a net basis compared to January 2024. And that’s despite the fact that 10% of our independent tire dealer contacts said they experienced a drop in demand in January 2025.

The upside comes from those dealers seeing gains due to recent winter weather events.

Their boosts in demand are outweighing the declines in other parts of the country. Dealers experiencing gains from winter storms are also reporting healthy gains in volume.

But one thing remains consistent — consumers are continuing to trade down from premium tire brands.

A CHANGE IN THE RANKS

But even in that trend, there was a bit of movement in January 2025. After eight straight months of tier-three tires being the most sought-after brands, tier-two took over the top of the demand chart in January. That matches the historical trend of our decade-plus of monthly surveys.

Tier-three tires fell to second place. We believe tier-two brands saw strong results during the month as consumers were looking to balance quality with price, while also facing winter weather challenges.

Whether tier-two tires remain in the lead remains to be seen. We traditionally see a high level of volatility in our monthto-month tier rankings.

We continue to see tier-one tires struggling in the market, with consumer balance sheets negatively affected by inflation and high interest rates. The result is consumers are choosing less-expensive tires. ■

SOURCE: NORTHCOAST

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.

Winter tires

TIREMAKERS DISCUSS EVOLVING WINTER TIRE TECHNOLOGY

By Mike Manges

he all-weather segment has made big waves in recent years, but manufacturers and other tire suppliers agree that dedicated winter tires remain a smart, viable option for customers navigating snow, slush and ice-covered roads.

In this MTD exclusive, several tiremakers and distributors discuss how winter tire design and technology continue to evolve. ey also provide insight into what customers now expect from winter tires.

Photo:

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Winter tires

MTD: What’s the biggest advancement in winter tire technology that has taken place over the last few years — both in general and if applicable, speci c to your company?

STEVEN LIU, vice president of product development, Hercules, American Tire Distributors Inc. (ATD): In recent years, there has been a signi cant increase in investments toward the research and development of winter tire technology, with a particular focus on advancements in tire compounds and tread pattern design to enhance grip on snow and ice. Additionally, substantial progress has been made in optimizing winter tire performance to align with the capabilities and dynamics of sportier vehicles.

PHILIPP SCHRADER, Continental product manager, touring and U.S. winter tires, Continental Tire the Americas LLC: Continued improvements in low rolling resistance technologies remain a top priority for us. Not only is this an important performance attribute for electric vehicle owners, but also for consumers with hybrids and normal internal combustion engine vehicles. In addition to low rolling resistance technology, the continued push into better compounding technologies that improve snow and ice performance are also very high on the list of priorities. Ice performance, in particular, has become a bigger focus since most consumers experience icy conditions more frequently than heavily snow-covered roads. Our new VikingContact 8, for example, now comes equipped with the Ice Grip symbol, which is proof to our customers that our tires perform at the highest possible levels in icy road conditions.

JENNY PAIGE, director, product planning, North America business, Goodyear Tire & Rubber Co.: In 2024, Goodyear introduced the Goodyear Ultra Grip Performance 3, a state-of-the-art performance winter tire that embodies our latest advancements in winter tire technology.

DAVID WANG, managing director, Gripmax Tires Inc.: In recent years, advancements in winter tire technology have been focused on improving grip, safety and fuel e ciency through innovative materials, tread designs and manufacturing techniques. Modern winter tires feature advanced silica-infused

“Consumers’ expectations of winter tires are shifting similar to what we’re seeing in other segments,” says Jin Han, product manager, Hankook Tire America Corp. “They want strong value and versatility.”

Photo: Hankook Tire America Corp.

‘Ice performance, in particular, has become a bigger focus since most consumers experience

icy conditions more frequently than heavily snow-covered roads.’

Philipp Schrader, Continental product manager, touring and U.S. winter tires, Continental Tire the Americas LLC

David Wang, managing director, Gripmax Tires Inc., says that in recent years, “advancements in winter tire technology have been focused on improving grip, safety and fuel effi ciency through innovative materials, tread designs and manufacturing techniques.”

Photo: Gripmax Tires Inc.

rubber compounds that remain exible at extremely low temperatures, providing better traction on icy and snowy surfaces. Some manufacturers have incorporated

nano-technology to optimize compound performance for better grip without compromising durability.

Tread patterns now include more intricate and densely packed sipes that improve grip on snow and ice by increasing biting edges. Multi-directional tread designs provide better handling and stability, especially on wet or slushy roads. Gripmax has introduced several advancements in winter tire technology in recent years, focusing on enhancing performance, safety and driver satisfaction. Notable developments include SureGrip Pro Winter and SureGrip Pro IceX.

JIN HAN, product manager, Hankook Tire America Corp.: Winter tire technology has advanced in the last few years and Hankook is at the forefront as we continuously invest in innovation for all of our lines, including our Winter i*cept lineup. One of the most recent additions to that lineup, the Winter i*cept IZ3, announced last year, features a host of new advancements.

DAVID GRIESE, Michelin product category manager, Michelin North America Inc.: e advancements in winter tire technology are not attributed to a single innovation, but rather a composite of di erent technologies working together to enhance performance across various winter conditions, including ice, snow, slush and wet surfaces. Innovative rubber compounds, such as the FleX-Ice 2.0 tread compound used on Michelin’s X-Ice Snow tires, have been developed to remain exible in extreme cold.

Winter tires

WES BOLING, senior communications and content manager, Nokian Tyres Inc.: Our industry has made strides meeting the needs of EV drivers in the winter space. It’s a challenging proposition to deliver a quiet ride without sacrificing winter grip. Tiremakers are achieving that balance through innovative solutions like our SilentDrive Technology, which minimizes cabin noise at the frequencies that are most irritating to drivers. And they’re producing these advancements while expanding the engineering triangle in other ways, such as lowering rolling resistance to achieve better range per charge. In general, it is energizing to see the ways our industry is innovating in the EV winter market.

BRYCE JONES, head of product marketing and training, Pirelli North America Inc.: One of the most significant advancements in recent years has been the improvement in non-studded tire performance on ice. The introduction of the Ice Grip symbol under European legislation has set a new benchmark, requiring tires to meet both the 3PMS (3-Peak Mountain Snowflake) standard and additional ice performance criteria. While this regulation is not yet adopted in North America, the Ice Grip symbol serves as a valuable indicator of a tire’s capability on icy surfaces. At Pirelli, we’ve incorporated this innovation into our lineup with the Pirelli ICE FR tire.

JAMES MCINTYRE, senior vice president of sales, Canada/product development, North America, Sailun Tire Americas: The biggest advancements in winter tire technology over the last few years have centered around improved rubber compounds (and) advanced tread designs. Specific to us, the Ice Blazer WSTX is Sailun’s latest studdable winter tire, designed to provide exceptional traction in various winter conditions, including snow, slush and ice.

MIKE PARK, assistant director of marketing, Tireco Inc. One of the most notable changes in recent years has been the introduction of the ice grip symbol, which assesses a tire’s performance specifically on ice. While many tires carry the 3PMS symbol for snow performance, the 3PMS does not account for ice traction — a critical factor for drivers in colder climates. We’ve responded to these developments by launching the Milestar Winterguard Studdable winter tire.

“Winter tires remain the safest solution for drivers who expect to experience bouts of severe wintry weather, even if those conditions don’t appear quite as often as they used to,” says Wes Boling, senior communications and content manager, Nokian Tyres Inc.

Photo: Nokian Tyres Inc.

“Key changes in consumer expectations (include) better ice and snow performance (as) drivers now expect enhanced grip on ice and packed snow without compromising wet or dry road handling,” says James McIntyre, senior vice president of sales, Canada/product development, North America, Sailun Tire Americas.

Photo: Sailun Tire Americas

“Consumers’ expectations are always on the rise for the performance of all tires, not just winter tires,” says Ryan Parszik, manager of product planning, Yokohama Tire Corp. “They feel like a winter tire needs to perform in true winter conditions, as well as milder climates.”

Photo: Yokohama Tire Corp.

PHILLIP KANE, CEO, Turbo Tires Wholesale LLC: In recent years, winter tire buyers increasingly demanded greater optimization between traction and tread wear in winter tire performance. This trend led

first to the appearance of never-seen-before mileage warranties on winter tires, then ultimately — and most importantly — to the dawn of the all-weather tire phenomenon, which has resulted in a significant drop in winter tire sales.

RYAN PARSZIK, manager, product planning, Yokohama Tire Corp.: There are several factors that are very important, but two that are key are the major advancements in compounds and tread design. The compounds used in winter tires have improved with a silica-enhanced mixture that can still stay flexible in extremely cold temperatures, which makes sure drivers maintain traction at all times. The tread design, with the inclusion of 3D sipes, gives more biting edges in the tire for improved traction. Also a common theme among most snow tires is being directional for better water and slush evacuation. Some good examples are Yokohama’s iceGuard iG53 and iceGuard G075.

MTD: Have consumers’ expectations regarding winter tires changed and if so, why?

LIU (ATD): Consumer expectations vary by region and product segmentation, particularly between passenger and SUV/LT vehicles. Additionally, performance expectations differ based on whether the tires are studless or studdable, as their design and capabilities cater to distinct needs. In recent years, there has been a growing consumer focus on winter tire education, driven in part by the rise of all-weather products seeking to differentiate themselves. Consumers are increasingly evaluating winter tires based on their intended purpose and overall value. Our observations indicate that buyers prioritize enhanced grip, improved handling and greater stability across a range of wintry conditions and surfaces. Moreover, mainstream consumers are now seeking higher-value winter tires that offer extended durability and a longer lifespan over multiple seasons.

SCHRADER (Continental): This truly depends on the personal preferences of each individual consumer. Some consumers want the absolute best, ice grip-certified, severe winter weather-rated, soft compound winter tire on the market, because they truly need that level of performance based on their geographic location and

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Winter tires

Winter tires versus all-weather tires

Smithers explains differences in tread design, compounding

What are the key differences between winter tire tread designs and all-weather tread designs and what elements of each create the performance benefits that consumers are seeking in these two types of tires?

“Compared to an all-weather tire tread, a winter tire tread may have less contact area, more void area and greater tread depth; more lateral structures, such as sipes; and minimized tie bars,” according to Eric Pierce, a representative from Akron, Ohio-based global tire testing giant Smithers.

“These design changes support two primary objectives: an increased number of biting edges that can grab the snow (and) more squirm, which provides more biting edges as the tire deforms.”

Commenting on differences in compouding, Pierce says that winter tire tread compounds “have a lower glass transition temperature and, in some cases, plasticizer technology, which allows for better snow and ice performance.

“The silica in winter tire tread compounds often has a lower surface area to achieve a better balance of traction and rolling resistance performance. Lastly, winter tire tread compounds do not incorporate reinforcing carbon black technology at the same level as all-weather tires.

“By comparison, all-weather tire tread compounds are more balanced in terms of carbon black and silica loading, with more reinforcing surface areas, which provides superior wear performance,” he notes. “All-weather tires may also use resins to achieve additional traction performance.”

personal preferences. On the other hand, there are consumers who only need a tire that performs good enough in winter weather conditions and may not be willing to pay for a dedicated set of winter tires. The good news is that we have all of those needs covered with our current product portfolio and will continue to push the envelope in tire design and development.

PAIGE (Goodyear): Historically, winter tires were primarily a utilitarian purchase, with consumers focusing almost exclusively on improved grip and traction during winter conditions. However, today’s consumers want more. They now seek not only winter grip and traction, but also a comfortable, quiet ride and extended longevity. Essentially, consumers expect their winter tires to offer the same attributes they look for in all-season tires.

WANG (Gripmax): Consumer expectations for winter tires have indeed evolved significantly in recent years. Several factors — including advancements in technology, increased awareness of road safety and changing climate patterns — have contributed to this shift. Consumers now demand superior performance on snow, ice and slush, along with reliable handling on dry and wet winter roads. Tires that offer durability and performance over multiple winter seasons are becoming a priority. Economic pressures and sustainability concerns drive consumers to look for long-lasting options that deliver value.

Consumers increasingly prefer environmentally conscious tire designs with reduced carbon footprints and lower environmental impact during production and use. Winter tires with minimal road noise and smooth handling are now seen as essential, even in harsh conditions. Advances in tire technology have set a new benchmark for comfort and consumers now expect premium features at accessible prices. Customers want high-performing winter tires at competitive prices, especially with rising costs of living.

HAN (Hankook): Consumers’ expectations of winter tires are shifting similar to what we’re seeing in other segments. They want strong value and versatility. Typically, drivers who opt for specific winter tires versus an all-season or all-weather option know they will be navigating icy and snowy conditions.

However, just as the all-season driver is looking for strong handling in more adverse conditions, winter tire drivers are seeking strong performance on dry and wet roads, not just snow-covered ones. Similarly, consumers are seeking increased safety awareness, especially as winter weather becomes more unpredictable across the country. Other expectations revolve around longevity and fuel efficiency, ride comfort and environmental considerations. All of these expectations — for winter tires or others — speak to the continued consumer appetite to enjoy their daily drive.

GRIESE (Michelin): Consumer expectations regarding winter tires have evolved significantly, driven by increased usage and awareness of their importance. As more drivers recognize the need for appropriate winter solutions, there is a heightened demand for tires that provide winter driving confidence. Additionally, with the rise of electric vehicles, consumers are increasingly expecting winter tires to not only deliver winter driving confidence but also enhanced wear life and reduced noise levels.

BOLING (Nokian): As winter conditions become milder in some areas, drivers may be tempted to gravitate toward 3-Peak-certified all-weather tires. This is especially the case as more drivers become aware of all-weather tires. We like to remind dealers and consumers that all-weather tires are best sold as an upgrade to all-season tires for those who insist on using one set of tires per year. Winter tires remain the safest solution for drivers who expect to experience bouts of severe wintry weather, even if those conditions don’t appear quite as often as they used to.

JONES (Pirelli): Consumers’ expectations of winter tires have evolved, with an increasing demand for products that combine performance, convenience and year-round usability. The rise of the all-weather tire segment highlights this shift. These tires, certified with the 3PMS symbol, offer reliable snow and winter performance while eliminating the need for seasonal tire changes. This is particularly appealing for drivers seeking a practical, one-tire solution across diverse conditions.

MCINTYRE (Sailun): Consumer expectations for winter tires have evolved

significantly over the past few years due to advancements in technology, shifting driving habits and environmental concerns.

Key changes in consumer expectations (include) better ice and snow performance (as) drivers now expect enhanced grip on ice and packed snow without compromising wet or dry road handling. Modern consumers look for 3-Peak Mountain Snowflake-certified tires, ensuring toptier winter performance.

Consumers demand winter tires that last multiple seasons without a major drop in performance. Advances in tread compounds and siping patterns have helped extend tire lifespan.

With the rise of EVs and fuel-conscious driving, buyers want low rolling resistance winter tires that don’t drastically impact fuel economy or battery range. This has driven innovations in tire compound technology. Older winter tires were often noisy and stiff, but today’s consumers expect a smoother, quieter ride, especially for highway driving. Tiremakers have developed optimized tread

“In regions with harsher winters, drivers continue to prioritize tires with true winter performance to ensure enhanced safety and performance on icy roads,” says Mike Park, assistant director of marketing, Tireco Inc.

Photo: Tireco Inc.

patterns and sound-absorbing technology to meet this demand.

PARK (Tireco): There is an increasing demand for all-weather tires that offer both convenience and safety, appealing to consumers who prefer year-round traction without the need for seasonal tire changes. However, in regions with harsher winters, drivers continue to prioritize tires with true winter performance to ensure enhanced safety and performance on icy roads.

KANE (Turbo): As vehicles have become more complex, consumer requirements for winter tires have, as well. Higher performance ratings, increased rolling resistance, sound dampening tread blocking and other features have been added to mere traction as consumer priorities in these tires.

But I think the most important expectation shift on the part of consumers has been in regard to their requirement for increased tread life from these tires, which has required most manufacturers to entirely re-think the segment.

PARSZIK (Yokohama): Consumers’ expectations are always on the rise for the performance of all tires, not just winter tires. They feel like a winter tire needs to perform in true winter conditions, as well as milder climates. This is due to weather variations in some regions differing quite a bit.

With the increase of EVs, rolling resistance to preserve battery range is an important factor due to the already shorter range in colder climates. ■

Successful managers share their secrets

CUSTOMERS AND EMPLOYEES HAVE CHANGED — AND YOU HAVE TO CHANGE WITH THEM

What makes a retail tire store — or even a sales region — successful?

MTD recently sat down with ve Black’s Tire Service Inc. region and store managers, who shared their hard-earned secrets of success.

Panelists included Greg Nobles, coastal regional manager; Jonathan Ransom, central regional manager; Brian Pierce, who runs Black’s Tire Service Myrtle Beach, S.C., area locations; Danny McNally, retail store manager in Clinton, N.C.; and Porsche Spann, retail store manager in Fayetteville, N.C.

Each has spent years in the tire industry and has witnessed rst-hand how employees, customers and the tire industry itself have evolved over time.

ey were joined by Cole Benton, who works in retail management and analytics for the dealership. Benton is part of the third generation of the Benton family who has joined the dealership in the last year and is learning from his grandfather, father and uncles.

By Madison Gehring

talk about how employees, customers and the tire industry have changed over the years. (From left to right: Cole Benton, who works in retail management and business analytics at the dealership; Greg Nobles, coastal regional manager; Jonathan Ransom, central regional manager; Brian Pierce, manager of the company’s Myrtle Beach, S.C., area; Danny McNally, retail store manager in Clinton, N.C.; and Porsche Spann, retail store manager in Fayetteville, N.C.)

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Store management

CUSTOMER EXPECTATIONS

Spann, who has been with Black’s Tire for six years, has been a retail store manager for the last three years. She said customers are coming into tire dealerships more informed, which has changed the way she interacts with them. Many customers want to get right to the point — with price as their top factor.

“We’ve had to learn how to consolidate vital information to answer for the dollar amount that the customer is spending,” said Spann.

McNally, a 35-year tire industry veteran who has worked as a Black’s Tire store manager for the last four years, agreed that customers are more focused on price than ever before. He also agreed that customers are much more informed than in the past.

“As they say in the old days — because I am an old guy — ‘ ere was no internet,’ so the only way for customers to know the price of the tires we carried was by being here and (us) telling them,” said McNally. Pierce, who has been with Black’s Tire for 14 years and in his current role for the last six years, said technology has changed how he approaches selling. “You can buy tires pretty much anywhere” these days.

“You have to go that extra mile for customers now because people come in and they’re more knowledgeable, they’re more tech-savvy, they understand the size of tires, what tread wear is or how many miles they will get out of the tire. But they still have to come see us to have those tires put on, so we still have to provide that service.”

“You have to get back to the basics and do them right because if you don’t, you’ll never get that customer back in again,” said McNally, who adds that “the basics” could mean doing simple things like shaking customers’ hands or o ering them something to drink when they walk into a store.

Ransom added that customers are more time-oriented than in past years. “Customers are more informed, for sure, but I would also say that even though our customers did not say they’ve never valued time before, everyone’s time is a little more valuable these days.”

He said this isn’t surprising as he’s seen the same trend in other industries, including the introduction of tools like Uber Eats or Instacart, which help people make the most of their time.

basics and do them right because if you don’t, you’ll never get that customer back in again,” said Danny McNally, who manages Black’s Tire Service’s retail store in Clinton, N.C.

Photo: MTD

Because customers are more informed, Spann said it’s become easier to explain necessary services to them. “If they need (brake) pads or rotors, they know what they look like and where they should be at. ey’re already shopping before they come in, so when they do come in, they’re coming for something.”

However, Ransom said this can create new challenges. “No one likes to hear they’re wrong, so it’s hard to educate a customer on something else if they come in with a speci c product in mind. e challenge for us is to not make them feel that they’re ‘wrong.’ It’s our job to educate them and that comes back to customer service in the way we approach and have this conversation with customers.”

EMPLOYEE CHANGES

“We’ve seen a shi in employment and employees” over the years, said Ransom. “We went from a point where we couldn’t really nd any employees and I think now we’re actually on the transition up.”

to change the way you go about things, even if they weren’t necessarily bad or wrong,” said Brian Pierce, manager of Black’s Tire Service’s Myrtle Beach, S.C., area.

Photo: MTD

IS MORE KNOWLEDGE GOOD?

“I think it’s better that customers are coming in more informed,” said Spann, who explained that this presents an opportunity to sell the value of the product versus the price of the product.

“I can explain to them that they can go to an a ermarket store and get all the parts for their cars, but when they bring them in, ultimately if those parts fail, the warranty is no longer through us. ey may save dollars now, but will they save dollars in the long run?”

Ransom said he is seeing more quali ed individuals apply for positions and believes this trend will continue.

Spann has noted this shi in employment trends, as well. “I had a lot of trained employees before COVID-19 and then COVID-19 hit and they all went away,” she said. “I had a sous chef from a Japanese restaurant who (recently) applied” to work at her store, plus “another guy who has never had a job before and another person still in school who applied” for a job at the outlet. “I just hired them all and trained them for what I needed.”

Spann said that when it comes to specialized technicians, the pool of skilled, highly quali ed candidates has expanded. However, on the general service side, Spann has had to grow her own talent.

“If you don’t want scratched rims, you show them how to mount a tire properly. If you want rotations done quickly, you show them your standard operating procedure and how it should be handled.

“It (can be) discouraging, but depending on how you look at it, you’re either entering a shop full of people who are afraid they’re going to mess up because you’re afraid or a shop full of people willing to take the risk and try,” she said.

McNally said finding employees during the pandemic was di cult. “You kind of had to take whatever you could

Store management

get during COVID-19. I always hated that. But once you got that person who didn’t know anything and you were able to build them from the ground up, it’s rewarding.”

He said he once hired someone who was a hostess at Texas Roadhouse to work the front counter of one of his stores. “She didn’t know the di erence between a tire plug and a spark plug, but now she does” thanks to the training she received. “And she’s an absolute rock star.”

NOT HOW IT USED TO BE

Roundtable participants agreed that there isn’t a one-size- ts-all approach to managing employees from di erent generations.

“What I have learned is that it can’t be the way it used to be,” said McNally. “I’m 56 now and I’ve been doing this a long time, but I’ve had to change my whole thought process of doing things. Now, I have two younger people at the counter and a shop full of young guys, so I’m the old guy!”

McNally noted that adapting to the expectations and circumstances of different generations requires exibility. “You have to learn to be able to adapt to the guy who has an electric bill that needs to be paid this week and he doesn’t have the money to the guy who makes $150,000 a year. You can’t put yourself in (any one) box if you want to be able to manage people the way they need to be handled and taken care of. So that was a personal challenge for me.”

“I grew up in a family where my dad was really disciplined and you worked,” said Pierce. “That’s just what life was. You worked hard. My dad was direct and everything with him was direct. en, when I rst started at Black’s Tire, the guy I worked for was the exact same way.”

Pierce recalled that when he moved into a managerial position, he realized that not everyone responded to this type of direct communication in the same way. He also noticed that younger workers value personal time more than older employees.

“When times change, you have to change the way you go about things, even if they weren’t necessarily bad or wrong,” said Pierce.

Ransom believes some younger people can have a more di cult time communicating than their older counterparts. “I don’t think it’s them, necessarily, but more how they were conditioned,” he said. “You

employment and employees” over the years, said Jonathan Ransom, central regional manager for Black’s Tire Service. “We went from a point of where we couldn’t really fi nd any employees and I think now we’re actually on the transition up.”

Photo: MTD

have to nd out how to communicate with them and which way is most e ective.”

However, Ransom makes it clear that although Black’s Tire managers are adaptable and willing to meet their team members wherever they are, they don’t bend on non-negotiables. “It’s the same as when I teach my teenage son to look me in the eye when he’s talking to me or shake people’s hands when he meets them. We teach our team members that, too.”

McNally said some employees’ personal dynamics have changed over the years, which means managers have had to adjust. “We are in the age of single parents being a larger statistic. I can’t be so dogmatic (with) my employees by saying, ‘You have to be here by 7:15,’ when that’s the time the single moms and dads have to get their kids ready and on the school bus. You have to adapt.”

Pierce added that “the days of ‘ is is our way and this is how it is going to be’ are pretty much over.”

Ransom believes one of the great things about Black’s Tire is that the organization has a large population of older team members and a large population of young team members. However, there are not a lot of team members that fall in between those two groups. Because of this, knowledge transfer can be a challenge.

“We want to get the knowledge and skill the older group has to the younger group and we want to get the energy and

creativity the younger group has and give it to the older group,” he said.

GENDER DIFFERENCES

Nobles shared his experience hiring both women and men for various roles and some of the di erences he’s noticed between the two genders.

“I recently hired a lady who went through the NASCAR Institute and graduated from that and came looking to change tires, change oil and do all that,” he said. “She’s been with us six or seven weeks and she’s really one of the top people in the shop. Her attention to detail is incredible and she brings an energy because she’s also young. I didn’t realize how much of a win-win it’d be for the both of us. I’m fortunate to have her.”

Pierce said his team members who are women have “outstanding attention to detail” and customer service comes easily to them.

“I think it’s essential to have di erent people at each of our locations for this reason,” said Cole Benton, who is being trained in all aspects of Black’s Tire Service’s business by his father, Rick Benton, and uncles, Jeremy and Ryan Benton. Benton says that having different people with di erent strengths within the organization helps Black’s Tire Service be more successful.

ADAPTING TO TRENDS

Panelists agreed electric vehicles (EVs) will change certain aspects of tire sales and service. Benton noted that Black’s Tire Service is looking into EV tire training for its managers and other employees. e panel also noted that customers have been “tiering-down” to less-expensive brands, but the extent depends on what communities they serve.

“I’m in a rural area and there’s still a lot of old-school people who will say, ‘You tell me what to get,’ but in other areas, people are looking for the cheapest option,” said Pierce.

Ransom said customers have become less brand-focused and are more focused on tire performance. “Customers aren’t coming in asking for specific brands. ey’re asking for tires that give them certain results.”

CHALLENGES AND REWARDS

Spann said the biggest challenges she’s facing as a manager are new hires and

what they want and expect due to the rising cost of living.

“Often times, because of the new hire situation and cost of living, we’ll sometimes get pinned into a corner where we will get a person with little to no experience (who’s) expecting experienced pay. It becomes a challenge because you have the guy who has been working with you for five to six years and you’ve just hired someone for potentially the same wage. So balancing performance reviews along with bringing in potential help and (also) keeping current employees at a rate in which they can live has been a tough balance.”

Ransom said he always thinks about what drives Ricky Benton, the owner of Black’s Tire Service.

“Ricky always told me if we can get to a point where we care enough about our people to see them do well, that’d be the goal. That’s what drives us and the guys in the shop.”

Spann recalled a piece of advice Ransom gave her when she first moved into a managerial role. “He told me ... with

coaching my people, I will be quite busy.” This even applies to matters outside of work. “I have a 21-year-old who got their first paycheck and I sat down with them and told them how to cut their paycheck so they can pay their bills. Guiding and teaching your people goes beyond just the skills they need for their jobs.”

McNally said a significant part of his job is counseling employees. “These kids come to me — and I call them kids, even though they are in their 30s — and they’ll say, ‘Hey, I’m having problems with my (kids). Can you listen and help?’ When you see a big, burly mechanic come in and he starts crying to you ... you have to respond.”

“It’s that 5:30 p.m. to 7 p.m. window, where you’re standing outside the store and everyone’s just unloading (their problems) onto you,” said Spann, who added that being a manager means you’re stepping into a role where others look to you for both professional and personal guidance.

“It’s the most difficult part of the job, but it’s also the most rewarding part of the job,” said Ransom.

“Managing, to me, is all about the relationship you have with the people you manage,” said Pierce.

ADVICE FOR OTHERS

Managing others also can come with a dose of humility. “Realize that you’re not always right,” said Ransom. “Remember you had to learn at one point, too, and you may not be right in all situations.”

McNally said if a manager is full of pride and ego, they’ll never be able to hear what their people are saying. “When you become a manager, sometimes a bit of an ego comes with that and it’s important that you check yourself when that happens.”

Spann said it’s important to not only ask for help, but it’s vital to ask for recommendations and advice, too. “Ask from the people you manage — not just those above you. It opens the door for a lot of great conversations and will teach you how to manage your people better.”

Above all, “treat everyone on your team the same and if there is a difficult situation, handle it in private,” said Nobles. ■

A way to sell all tiers of tires

FINANCING OPTIONS HELP CONSUMERS AFFORD MORE-EXPENSIVE BRANDS

Joy Kopcha By

Without a grand economic turnaround or a rebate from a manufacturer, tire dealers might feel a bit helpless in nding ways to make their more-expensive tires nancially attractive to cash-strapped consumers in the current market.

But they do have access to such a tool — it’s nancing.

Whether through a lease-to-own option or a primary, secondary or sub-prime program, nancing experts say the consumers using their products aren’t trading down to lower-priced tire brands like those shoppers who are paying with cash.

And these providers say a growing number of households with incomes of even $100,000 or more are using these options to buy more-expensive tires. MTD talked to ve nancing suppliers to weigh in on the current state of the

economy and how it’s a ecting the market for supplemental nancing options.

MTD: How is the current state of the economy a ecting consumers’ interest in secondary nancing? Is it driving more customers to your service?

CHARLES NANCE, vice president of business development, Acima LLC: Acima Leasing is not a secondary nancing product, but a lease-to-own o ering allowing access to durable consumer goods with short-term, renewable lease arrangements that can be canceled at any time, without penalty. In the current economic environment, consumers are relying more on nancing and lease-to-own transactions to manage rising costs. Millions of Americans have little to

There are several economic pressures prompting more consumers — in all income brackets — to consider using sub-prime fi nancing options, including infl ation, existing debt and credit card limits and uncertainty about what lies ahead.

Photo: MTD

Consumer financing

no access to credit. Retailers can be prepared for any economic climate by offering lease-to-own as an alternative to financing. We’ve seen a growing demand for flexible lease-to-own options, especially among consumers with less-than-perfect credit and those who prefer an alternative to credit products.

HOWARD HAMBLETON, president, American First Finance LLC: The demand for non-prime financing has never been higher, driven by both economic conditions and growing consumer awareness. More customers who once qualified for prime and secondary financing are now exploring below-prime options, leading to increased interest in solutions like American First Finance (AFF). Additional factors we see driving this shift:

• Tighter prime and secondary lending. Many prime and secondary lenders have tightened approval criteria and raised pricing, partly in response to potential late fee caps. As a result, more consumers are being denied traditional financing and turning to tertiary solutions like AFF. This shift has not only increased application volume, but has also brought in higher-creditquality applicants, leading to better approval rates and higher approval amounts for our merchants.

• Credit card constraints. Below-prime consumers often rely on credit cards, but their options are limited. The average credit line for this segment is $1,700 and by the end of 2024, 97% of these cardholders had maxed out their available credit. With fewer alternative payment methods at their disposal, more consumers are seeking flexible options like payment solutions through AFF.

• Low unemployment supports stronger approvals. The sustained low unemployment rate has led to strong repayment performance and lower charge-offs. This stability enables AFF to approve more customers for higher amounts, driving increased sales and larger tickets.

• Inflationary pressures are keeping demand high. The post-pandemic economic landscape saw wage inflation temporarily outpacing market inflation, but that gap has now closed. As inflation remains high, more consumers are seeking payment options to manage essential purchases — creating a growing need for payment solutions through companies like AFF.

In short, shifting credit availability and economic pressures are driving more consumers to below-prime financing. AFF is well-positioned to support both consumers and merchants by providing accessible, flexible payment solutions in today’s evolving financial landscape.

JOHN CULLERTON, chief revenue officer at Snap Finance LLC: Due in part to increased consumer debt, high borrowing costs and uncertainties about the year ahead, many households are exploring secondary financing options. These alternatives can help them manage financial obligations. We know from our proprietary Snap Finance research that 30% of consumers with credit scores less than 670 rely on financing to get the tires or auto repairs that they need. But as day-to-day living costs continue to rise, Snap Finance is seeing more people across all credit types consider secondary financing to keep their cars on the road.

CURTIS HOWSE, executive vice president and CEO of home and auto at Synchrony LLC: There is no question the current state of the economy is impacting consumers’ buying habits. Through Synchrony’s leadership position in the consumer financing industry, we are seeing first-hand how consumers are adjusting their buying habits. The pressure of inflation has increased costs in nearly all categories, including those costs tied to large-ticket items. As a result, consumers deserve and expect a financing experience that starts with helping them find the best possible affordable solution for their evolving budget.

Synchrony has state-of-the-art technology and flexible payment options that partners count on to solve for the majority of their consumers. If Synchrony can’t approve consumers for one of our many programs or products, we have built a robust network of alternative lenders to ‘waterfall’ them that helps them complete their purchase, thus helping our partners keep that consumer engaged. (Synchrony is a primary lender, not a secondary lender.)

Because having reliable transportation is a necessity for so many Americans, finance companies say customers appreciate finance options that help make tires and repairs affordable.

Photo: Jared Navarre | Romph Pou Agency

‘Retailers can be prepared for any economic climate by offering lease-to-own as an alternative to financing.’

Charles Nance, Acima LLC

Within the tire industry, we maintain a roster of more than seven lenders that our partners work with and our technology has direct integration available to deliver a seamless experience. Synchrony helps our partners ensure their consumers are being routed to the best possible outcome for the purchase and their budget. Our goal is to ensure every consumer gets the best option every time.

VICKI TURJAN, president and chief operating officer at Versatile Credit Inc.: Economic uncertainty and rising costs are pushing more consumers to explore flexible financing options — not just for large purchases such as furniture and electronics, but for everyday essentials, including auto repairs.

We’ve seen a growing number of households earning over $100,000 not only applying for financing, but (also) falling into near-prime and no-credit-required categories, meaning that even customers who may not have traditionally relied on financing are now considering it as an option. Dealers already have customers in their shops relying on secondary financing options, even if they aren’t actively asking for them.

For businesses, failing to offer full-spectrum financing means potentially losing customers to competitors who do. However, integrating multiple financing options can be complex and costly. At Versatile, we help businesses offer prime, near-prime and no-credit-required financing in a single, seamless flow. Our technology removes friction from the process, ensuring customers can quickly connect with the financing option that fits their needs, without unnecessary declines, multiple applications or a complicated process.

Many times, consumers choose where to shop based on the availability of financing. If they don’t know financing is an option at your shop, they may not even consider it. That’s why we encourage dealers to make financing a visible part of their sales strategy — not just as a last-ditch “save-the-sale” option, but as a proactive way to drive sales before the customer even arrives. Features like e-commerce prequalification, in-store and online financing promotions and sending application links during appointment scheduling all help customers feel confident in their ability to access financing before they even step into the shop.

MTD: How is the economy specifically affecting the use of secondary financing in the tire and automotive repair industry?

NANCE (Acima): For many consumers, reliable transportation is non-negotiable. However, the cost of maintaining or repairing a vehicle has increased, and more drivers are using lease-to-own as an alternative to financing to get new tires. This shift highlights the importance of accessible options that enable customers to keep their vehicles in safe, working condition without significant financial strain.

HAMBLETON (American First Finance): Demand for tires and automotive repair remains strong because vehicle ownership is a necessity, not a luxury. With elevated mortgage rates slowing home sales, industries tied to homeownership — such as furniture,

The Right Credit Strategy Doesn’t Just Close Sales .

It Creates Them.

Consumer financing

appliances and electronics — have felt the impact. In contrast, the auto service industry is seeing the opposite effect.

Higher auto loan rates are leading consumers to hold onto their vehicles longer, instead of buying new. This means more aging vehicles on the road and greater demand for the shops that keep them running — whether for routine maintenance, tire replacements or essential repairs.

For tire and wheel shops, offering proven below-prime solutions through companies like AFF is more critical than ever. As more consumers delay large cash purchases and rely on flexible payment options, shops that provide accessible payment solutions will capture more business and better serve their customers.

CULLERTON (Snap Finance): In the last few years, vehicle maintenance and repair costs have increased 28% and the average cost of tires has risen 21%. Auto repairs and tire replacement are rarely convenient. So when your customer doesn’t have savings to cover an unexpected expense — especially when those costs continue to increase — they might be tempted to skip maintenance or get by with replacing one tire at a time.

Most people need to keep their car running and in good shape to get to work and get where they and their family need to be. Uncertainty about what the future holds for the economy or not feeling secure in their jobs can lead many to hold on to savings to cover other future expenses. Dealers who offer secondary financing may be offering a lifeline to those who don’t qualify for traditional financing.

‘Shifting credit availability and economic pressures are driving more consumers to below-prime financing.’

Howard Hambleton, American First Finance LLC

HOWSE (Synchrony): Tire and auto repair businesses are certainly exposed to the variability in the economy. As consumers find themselves returning to a life of driving back to the office or road trip vacations with their families, they are using their vehicles more and more. AAA shows that miles driven has achieved pre-COVID levels. Consumers are also holding onto their cars longer. The average age of vehicles on the road has peaked at 13 years for the first time ever. These two factors combined are leading to more work for the tire and auto repair industry. Consumers are having to choose between small, midsized and large tire and repair businesses to have their needs met. No matter the size of the business, consumers of all credit qualities are walking through the door looking for a great deal and quality service that can get them back on the road safely. Synchrony has developed capabilities that allow businesses of all sizes to benefit from access to a multi-lender environment, regardless of whether the business has the resources, relationships or technology stack.

We work with businesses that prefer to host the solution, and we work with businesses that rely on Synchrony to handle it for them.

Synchrony has state-of-the art technology and flexible payment options that partners count on to solve for the majority of their consumers.

For auto specifically, we work with more than seven other lenders that can help consumers looking for additional or alternative credit.

TURJAN (Versatile Credit): The impact of rising costs is being felt across all industries, but automotive repairs and tires are unique because they’re often essential. Many times, consumers may not have the cash on hand for an unexpected expense, making financing a necessity rather than a convenience. Even high-income households, including those making over $100,000, are applying for near-prime and no-credit-required options.

For tire dealers, that means there are customers in their shops right now who need financing solutions, whether they realize it or not. A major challenge is that many customers assume they won’t qualify, so they may not even ask about it. That’s where a seamless, full-spectrum financing experience can make the difference.

With Versatile’s technology, customers are automatically guided through the process and matched with the best available financing option. Instead of multiple applications or unnecessary declines, they get a frictionless path to approval and dealers capture more sales that may have otherwise been lost.

We encourage dealers to lead with financing, especially when it comes to selling upgraded products. Instead of treating financing as a last resort to save the sale, it can be positioned as an opportunity to afford the better, higher-quality options. Many customers would choose a premium tire if they knew they had access to promotional financing options. Without financing, they may opt for the lowest-cost option, even if it’s not the best long-term solution for their needs.

MTD: Consumers have been trading down to less-expensive, lower-tiered tire brands. Do you see evidence of this, as well, or is secondary financing a tool consumers are using to buy more-expensive tire brands?

NANCE (Acima): While some consumers are opting for lower-tier tire brands due to budget constraints, many are leveraging leaseto-own to get access to premium, brand-name tires. Our average tire lease amount has remained at $1,250 over the past few years, illustrating that customers using Acima Leasing are more likely to select (more-expensive) tires than they would if they had to pay the full amount upfront.

HAMBLETON (American First Finance): While cash buyers are trading down to lower-tier tire brands, we haven’t seen this trend among AFF customers. Thanks to strong approval amounts, they’re able to purchase the name-brand tires they prefer, rather than settling for a lower-cost option.

Tire and wheel merchants that offer below-prime solutions see a noticeable lift in average ticket size compared to those without a flexible payment solution. The before-and-after data is compelling. When customers have access to payment solutions, they’re more likely to choose (more-expensive) products.

Beyond approval amounts, several key factors influence whether a customer trades up or down, including initial payment requirements, early savings options and term flexibility. AFF is committed to providing a seamless experience in all these areas, helping tire retailers maximize sales.

CULLERTON (Snap Finance): Snap Finance’s research shows that 42% of credit-challenged consumers spend more with financing than without. Offering secondary financing often increases average order values and sales.

TURJAN (Versatile Credit): It ultimately depends on the customer and how financing is positioned within the sales experience. Some customers use financing as a way to afford the lowest-cost option, while others see it as a way to upgrade to (more-expensive) tires.

What makes the biggest difference is how the financing process is integrated into the experience.

‘Dealers who offer secondary financing may be offering a lifeline to those who don’t qualify for traditional financing.’

John Cullerton, Snap Finance

When customers see financing as an accessible, easy-to-use option, it gives them more confidence to select what they actually want. Dynamic application routing — where the application can be tailored based on factors like the total purchase amount, the type of tires being purchased and even store location — means customers are matched with the right financing amount for their purchase, increasing conversion rates.

Instead of a one-size-fits-all approach, financing is personalized to fit both the customer’s credit profile and the purchase they’re making.

This reduces situations where customers apply, realize they can’t afford the set they wanted and have to start the whole process over again.

Another key factor is lender choice, not just in terms of offering different financing products, but also in aligning different

financing tiers with the right lender. Many tire shop employees aren’t financing experts. They’re juggling multiple tasks. Having a solution that automates lender selection and integrates seamlessly into the check-out process takes the burden off staff and ensures customers are presented with the best available financing options for their needs.

Additionally, leveraging mobile-friendly financing options, such as sending application links via text, QR codes or integrating financing into appointment scheduling, further streamlines the process and removes friction.

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Consumer financing

The more streamlined the financing experience, the easier it is for both customers and staff. By making financing easier to understand and access, dealers don’t just capture more sales. They create a better overall customer experience and make their business a choice for customers who are looking for flexible payment options.

MTD: For a tire dealer looking for an alternative financing provider, what is one thing you offer that makes you stand out from your competitors?

‘We take on the financing complexity so our dealer partners can focus on their customers.’

Curtis Howse, Synchrony LLC

NANCE (Acima): Acima Leasing stands out through its seamless lease-to-own model, which enables tire dealers to serve a broader customer base. Our innovative underwriting approach evaluates a variety of meaningful data points, allowing us to approve more customers. Additionally, our simple digital application process, higher approval rates and flexible lease terms make it easier for tire dealers to close sales and increase average transaction values. Over 10,000 wheel and tire locations across the U.S. use Acima Leasing.

HAMBLETON (American First Finance): The American First Finance difference: more money, less worry, customized for you.

AFF delivers higher approval amounts, which means more dollars in your account. For every 100 applications submitted, I strongly believe AFF can generate more revenue than any alternative provider. It’s why we say “Welcome to Yesville” — where all credit is welcome, including your customers’.

AFF offers a proven, legally sound and compliant payment solution so you can sleep easy knowing your payment solution provider is stable, reliable and doing right by your customers.

We understand that one size doesn’t fit all. That’s why AFF tailors its offerings to meet your specific needs, ensuring the right fit for your business and customers. We don’t just set it and forget it — we actively seek ways to drive ongoing value and results for you.

CULLERTON (Snap Finance): Snap Finance products are offered in all 50 states. As the tire and auto repair industry moves to a more holistic, multi-care approach, it’s important that dealers offer options that allow a customer to finance the “whole ticket,” not just items that are leasable. Snap is uniquely positioned to provide this experience.

HOWSE (Synchrony): We are uniquely positioned to serve as the one-stop shop for financing options for auto repair shops and tire retailers. Our technology solutions include integrations into a network of alternative lenders. These lenders can play a

pivotal role for auto repair shops and tire retailers in expanding the purchase offers for consumers.

Through a direct integration into the Synchrony platform, auto repair shops and tire retailers can maximize their sales and their time by using our singular platform for all their financing needs. This reduces the need to jump from system to system, remembering multiple versions of log-ins and passwords and varying lender details. By leveraging the Synchrony waterfall, auto repair shops and tire retailers can rely on Synchrony to help them get the job done quickly and easily for all consumers.

We offer customers convenient ways to finance their purchases. Our omnichannel activation includes QR codes in service bays, mobile approvals on financing through digital apply technology before they leave the waiting room and our integrated financing through payment processing partnerships with 1stMile or 360Payments. We’re growth partners, not just financiers.

Our dealer partners get free marketing tools through Synchrony Ad Wizard: small business courses on cash flow management through our small business learning center and real-time sales dashboards on our partner portal. We take on the financing complexity so our dealer partners can focus on their customers.

‘The goal isn’t just to offer financing. It’s to make financing a strategic part of the customer experience.’

Vicki Turjan, Versatile Credit Inc.

TURJAN (Versatile Credit): The biggest thing that sets Versatile apart is that we don’t just provide a financing application, we help businesses build an entire credit strategy.

For most tire dealers, managing financing means juggling multiple lenders, separate approval processes and different back-end systems. Versatile gives dealers a unified, multilender experience, allowing them to offer prime, near-prime and no-credit-required financing — all within a single, seamless application flow and checkout experience. Versatile also provides dealers with a centralized portal where they can monitor approvals, track lender performance and analyze customer financing trends in real-time. This means dealers aren’t just offering financing, they have the tools to optimize the experience. Versatile gives dealers the tools to make better, data-driven financing decisions.

Ultimately, the goal isn’t just to offer financing. It’s to make financing a strategic part of the customer experience that drives conversions, builds loyalty and increases revenue.

When done right, financing removes barriers to purchase, empowers customers to choose the best products for their needs and helps tire dealers maximize every potential sale. ■

Model: TSR-2S

The latest in car battery technology

MANUFACTURERS WEIGH IN WITH TRENDS AND SELLING TIPS

By

Kim Klimas

Automotive batteries have come a long way in the last decade. Powering everything from electric vehicles (EVs) to hybrids to vehicles with high electrical loads like stop/start technology or infotainment systems, the consumer market is making it clear there’s big demand for efficient, high-capacity batteries.

And this demand can translate into steady, profitable business for tire dealers who have the capabilities to repair and replace integrated electrical systems and batteries when these components inevitably fail.

According to MTD’s 2024 Tire Dealer Automotive Service Study, 83% of tire dealers surveyed offered battery and electrical services — a good first step. But as advancements in battery technology continue to develop, staying on top of evolving trends, technology and technician training is critical to staying ahead in an increasingly competitive market.

MTD recently asked executives from major battery manufacturers Odyssey Battery, DEKA Batteries and Clarios to provide insight on market trends, emerg-

ing technologies and industry niches that may warrant a look. From lead-acid to AGM to lithium, the experts discuss what to take note of and what’s next in battery technology.

MTD: Battery technology is changing rapidly. What are the biggest shifts that dealers need to know about?

REBECCA CONWAY, vice president of marketing for the aftermarket, U.S./ Canada, Clarios: Recent shifts in battery technology have been driven by the increasing demands of modern vehicles, particularly start-stop technology, increased electrification and connected vehicles. Key advancements in the market come down to two key factors. The first is a need for higher performance batteries and the second (consists of) emerging battery technologies. Original equipment vehicle manufacturers have increasingly adopted start-stop technology to meet vehicle emissions standards. Currently, over 50% of vehicles produced in North America are start-stop. A start-stop vehicle requires a higher performing battery, specifically AGM (absorbent glass mat). An AGM battery is precision-engineered to support the higher cycling needs of startstop vehicles. Clarios has transitioned from a pure lead-acid battery manufacturer to a chemistry-agnostic energy systems supplier based on the evolving needs of vehicle manufacturers. This includes the development of lithium-ion, sodium-ion and supercapacitor technologies.

JOEL BRADY, assistant vice president of marketing, DEKA Batteries: As the trend towards electrification continues full speed ahead, it is important that consumers choose the right kind of battery technology for their vehicles. This is especially critical for EV and hybrid vehicles. EVs and hybrids have a high-voltage and a low-voltage sys-

“It is important that consumers choose the right kind of battery technology for their vehicles,” says Joel Brady, assistant vice president of marketing, DEKA Batteries.

tem. Both are dependent on each other to operate the vehicle. The high-voltage system is powered by lithium batteries. However, the low-voltage system is powered with a lead battery. The lead battery serves as a supporting battery. If the main lithium pack fails, the lead battery continues to power critical safety functions. Its robust design serves as a better safety backup than a lithium battery. That’s why using lead battery technology, like DEKA Intimidator with EHP (electric hybrid performance), helps to protect the overall performance and safety of EV or hybrid vehicles.

ALAN KOHLER: senior marketing manager, Odyssey battery at EnerSys: As the vehicle industry has evolved and become more technologically attuned to the desires of end-users, such as cars that have start-stop technology or advanced auxiliary applications, there has been increased demand for AGM and enhanced flooded-lead acid batteries. AGM batteries provide a high-cycle life, enormous cranking power, excellent deep-cycle reserve capacity, extreme temperature tolerance, fast-charge acceptance and a spill-proof design that makes them maintenance-free and vibration-resistant — all key attributes that optimize performance for vehicles with start-stop systems or high-end accessories.

MTD: What marketing or sales best practices do you recommend to influence the battery sale at the retail level?

CONWAY (Clarios): Provide clear and accurate information about the need for advanced battery technologies, including performance, sustainability and long-term cost savings. Showcase the real-world benefits. Use case studies and testimonials to demonstrate how advanced batteries improve vehicle performance and reduce operational costs.

Photo: DEKA Batteries

Provide “clear and accurate information” about battery technology, says Rebecca Conway, vice president of marketing for the aftermarket, U.S./ Canada, Clarios.

Photo: Clarios

BRADY (DEKA): Choosing sustainable technology helps all of us conserve our natural resources, protecting our planet for the next generation. That’s something everyone can get behind. You might think glass bottles, newspapers and aluminum cans are the most recycled product. However, they don’t come close to lead batteries in terms of recyclability. All of the main components can be recycled to create brand new batteries.

Lead batteries are comprised of three key components: lead, plastic and acid. These materials are completely recyclable and can be collected and processed to be reused in manufacturing new batteries, avoiding disposal and the landfill. Lead can be reused infinitely in the production of new batteries, without loss of performance. Acid from used lead batteries can also be recycled, avoiding disposal of hazardous waste. How does it work? When consumers replace their vehicle batteries, they return the used one for proper recycling. The battery is picked up and taken to a trusted recycling partner for proper processing. Manufacturers like

“I think it’s important to show (customers) the value that the product that you are selling offers, especially as it applies to their unique power demands,” says Alan Kohler, senior marketing manager, Odyssey battery at EnerSys.

Photo: Odyssey

East Penn use the recycled materials to make new batteries.

KOHLER (Odyssey): I think it’s important to show (customers) the value that the product that you are selling offers, especially as it applies to their unique power demands.

MTD: What battery niches do you suggest tire dealers should pursue?

CONWAY (Clarios): Proactive dealers can explore several promising niches in

battery technology. As mentioned earlier, AGM batteries are ideal — and often required — for vehicles with start-stop systems, advanced safety features and high electrical demands. They offer reliable performance and are a rapidly growing market segment. Dealers should have these on-hand. Offering battery maintenance and testing services can also help dealers build customer trust and ensure optimal battery performance.

BRADY (DEKA): As we drive into the electrified future, vehicles will need to rely on multiple technologies for optimal power. Knowing which types of batteries are best-suited for your customer’s power needs is essential.

KOHLER (Odyssey): Batteries engineered with AGM 2 technology are a niche and given the benefits we have been talking about — a wise consideration for dealers. It represents a new generation of AGM battery technology and is uniquely engineered to address increased power demands of modern vehicles. ■

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By

Dennis McCarron

How to connect with customers by phone IT STARTS WITH BEING CURIOUS, COMPETENT AND CARING

Communication skills in retail are paramount. If you only have limited funds for training, send good prospects to communication skills training, not sales training. Effective communication skills are the foundation. Selling is a specialized communication talent.

In any industry, if you put someone through phone training skills and they cannot replicate 75% of the training, either they are not competent to work there or they are choosing to disobey and they should correct their behavior or be terminated.

Either way, it is not a training issue. A refresher course or “recertification” of sorts — online is fine, this is not CPR training or how to patch a tire — could keep the person on their toes, but training is done once. You repeat the behavior in class and hopefully there is some role playing or game to make it fun. The instructor/facilitator’s job is to gather, educate, test and confirm learning transfer. That is the only acceptable outcome of a “training” seminar.

The more complicated the process, the more it must be broken down into either steps or process chunks — called learning blocks — and then you test each step or block.

Here’s the most basic scenario: a customer calls, you greet them, you state your business’ name, state your name and proceed with a question. That is the educational structure of step one on every phone skill ever produced or discussed. No one — even teenagers working a fast food drive-thru — should struggle with this.

The next part in most phone skills programs is a particular line of questioning, which is sometimes good advice, sometimes not. They are all usually five steps, though. I teach a version, too.

So why does anyone pick up the phone to call a business? They could chat, text or Google. Some people call tire dealerships to complain. They have a problem and they want to vent. Along the way, however, if they vent or cut to the chase, they will consider your solution. That is the process that plays out even if the sales advisor fights it every step of the way, running their mouth the whole time. One way to make it smooth is to do it in order.

Let’s go more in-depth on proper phone skills. A customer calls, you greet them, you ask questions to determine the purpose of the call, you follow up with more questions and you present a solution. If the customer objects to the solution, change the solution or gather more information about the objection and present the solution again.

Remember to ask questions and listen to the whole story. Be curious, competent and caring. Then ask more questions — more than you think you even should.

By the way, you cannot script this part. A script will only take away from listening and comprehension.

Mistakes in communication are extremely hard to fix because they often break trust. You have the actual problems that bad communication caused and then the trust that broke along with it.

Assume that trust is a line. On one end is manipulation. The other end is influence. Humans have agreed forever that 50/50 of each is fair. The difference between manipulation and influence is where you are in reference to the middle of the line — where both people are expected to be.

Manipulation is about taking more than your fair share. Influence is about both parties succeeding. You both get what you want and you both benefit more than the sum of the conversation.

Remember, customers react differently. Selfish customers want to control the situation or will use silence as a weapon. Some customers will sound pleasant enough, but will talk their way out of an uncomfortable situation simply because they dislike disagreement. Others offer healthy responses, including logic, dialogue and honesty.

‘A robot can read a script. Your job is to connect with your customers on a human level.’

Answer the phone and do your thing. Then ask a question and listen like you care enough to ask another question. If you spend just enough time to listen, you won’t need to present three tire choices and financing to a dad with a daughter who is going away to school in two weeks and he really hasn’t kept up the maintenance on this old thing she’s driving.

You shouldn’t ask him about his tire choice right now. Ask him what he needs to make his day go just a little slower, so while you make sure the vehicle is OK, he can spend the afternoon with his daughter, if he wants. Tell him your technicians will do a full visual inspection of the vehicle, including the tires. Then you will text or call him with a plan. You will suggest the best tires, but you’ll call with prices and options first. (Customers like options.)

All of this can be accomplished within a two-minute conversation when you’re curious, competent and caring. A robot can read a script. Your job is to connect with your customers on a human level. ■

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

IPrivate equity versus private debt

WHICH FINANCING OPTION IS RIGHT FOR YOUR BUSINESS?

f you’re a regular reader of this column, you’re well aware of private equity’s influence in the tire dealership arena. But what do you know about private debt?

Private debt, also known as private credit, refers to loans provided outside of traditional banks. Unlike private equity, which often requires owners to sell a majority of their business, private debt allows owners to raise capital while maintaining full control.

Private debt has now overtaken traditional banks as the primary source of financing for many private equity transactions.

Private equity firms are leveraging private debt to fund their acquisitions. Why couldn’t you? Instead of selling to private equity, you could borrow like private equity, using debt to expand and scale on your own terms.

Private debt can take different forms, including senior debt (traditional loans), mezzanine debt (a mix of debt and equity), unitranche financing (a combination of senior and mezzanine debt) and asset-backed loans (secured by real estate or other meaningful assets).

Private debt is becoming a major force in mergers and acquisitions — helping businesses grow, acquire competitors and modernize operations without bringing in majority investors.

One reason for its rise is that banks have become increasingly risk-averse due to tighter regulations. Strict capital requirements have made it harder for banks to lend aggressively, creating an opening for private credit firms that can move quickly and offer more flexible financing solutions.

Private lenders focus on cash flow and business fundamentals rather than just collateral, making capital more accessible for growing companies.

For tire dealers, private debt provides an alternative way to fund expansion. Instead of waiting years to accumulate cash or relying on small bank loans, private debt enables businesses to finance larger acquisitions and scale more aggressively. It also allows owners to invest in new locations, technology and automation without straining cash flow. Some may even use private debt to acquire competitors of equal or greater size, an approach typically reserved for private equity-backed consolidators.

Private equity provides capital, but at the cost of ownership. If an owner wants a liquidity event or a strategic partner to help scale, private equity may be the right fit. However, selling to private equity means bringing in a new partner who may control key decisions and have a timeline for exiting — typically within three to seven years.

Private debt, on the other hand, allows business owners to retain control while still accessing capital. Unlike private equity, private debt does not provide an upfront payout, but it offers a way to fund expansion without selling significant interest in the company. Operators who want to grow on their terms may find private debt a more attractive alternative.

Private debt works best for profitable, growth-oriented businesses with strong cash flow. Companies with EBITDA of $3 million or more and a clear expansion plan — whether through acquisitions or operational investments — are prime candidates for this type of financing.

Who provides private debt? While many business owners first consider banks for financing, private debt extends far beyond traditional lenders. Some of the major players include asset managers, pension funds, large global banks, insurance companies, family offices and ultra-high-net-worth individuals. These entities have deep pockets and long investment horizons, making them attractive partners. The key is to find a lender who understands your business and can grow with your business in the long-term.

‘Private debt allows operators to expand on their terms, maintain majority ownership and invest in long-term growth without outside control.’

Before pursuing private debt, you should first evaluate your debt capacity. How much leverage can your business handle while maintaining healthy cash flow? Next, you must understand the cost of capital. Private debt is typically more expensive than traditional bank loans, but offers greater flexibility and fewer restrictions. And always plan for long-term growth. Lenders want to see a clear strategy for how their funds will be used.

Private equity firms have used debt as a tool for growth for years, leveraging capital to scale businesses quickly. But business owners don’t have to sell to private equity in order to participate in the same strategy.

Private debt allows operators to expand on their terms, maintain majority ownership and invest in long-term growth without outside control. Before assuming that selling is your only option, it’s also worth asking, “What if you could grow your business the same way private equity firms do: without giving up ownership?”

For many independent tire dealers, private debt offers the capital needed to scale, while keeping the business in the owner’s hands. If that sounds appealing, it may be time to explore private debt as a strategic growth tool. ■

Cole Strandberg is a managing director with Focus Investment Banking’s automotive aftermarket team, specializing in mergers and acquisitions and capital raising for multi-location tire dealerships and automotive service businesses. Email him at cole.strandberg@ focusbankers.com.

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Dealer Development

Randy O’Connor By

IHow to create a customer-centric culture SHIFTING FROM TRANSACTIONAL

SERVICE TO TRANSFORMATIONAL SERVICE

n my first MTD column of 2025, we explored the importance of guiding and motivating ourselves to create exceptional customer experiences.

Now, let’s delve deeper into how we can take that vision even further — transforming not just individual interactions, but the entire perception of an industry.

The goal is to not only meet but exceed expectations, turning every customer into an advocate who sees the value and integrity of our industry as a whole.

At the heart of this vision lies a fundamental shift from transactional service to transformational service. It’s not just about delivering a product or service. It’s about creating an experience that resonates with customers on an emotional level. When we provide exceptional experiences, customers start associating our industry not just with what it offers, but with how it makes them feel.

This shift involves a commitment to empathy. It’s about understanding a customer’s needs, desires and pain points, then aligning our efforts to alleviate those challenges. Whether it’s a simple conversation or a complicated service request, every interaction should leave customers feeling valued and understood.

One of the most powerful ways to build a positive perception of an industry is through trust. Consistency is the key here. Customers should never have to second-guess whether they’ll receive the same level of care or attention with each encounter. When every touchpoint is handled with the same level of respect and professionalism, trust begins to form naturally.

Reliability, too, plays a vital role in this equation. It’s not just about delivering when it’s convenient for us. It’s about reliably delivering on what we promise — on time and to the customer’s satisfaction. A reliable service — one that customers can depend on — fosters a sense of security that translates into loyalty.

One of the most empowering things we can do is to educate our customers. When we take the time to explain processes, demystify the technical aspects of our service or simply provide insights that might help them make more informed decisions, we move from being service providers to being trusted advisors.

Empowered customers who feel they have a deeper understanding of what’s going on behind the scenes are more likely to develop a sense of respect for the industry.

When we take pride in what we do, customers notice. It’s that spark of enthusiasm that can transform an ordinary transaction into a memorable experience. People remember how they felt long after they forget the specifics of what they purchased.

Let’s not underestimate the power of positive emotions in building a loyal customer base. A satisfied customer who feels genuinely valued will share their experience, either through word-of-mouth or via online reviews. These stories are powerful because they don’t just represent satisfaction — they represent emotional engagement.

‘By inspiring others, both inside and outside our organizations, to focus on delivering exceptional, customer-centric service, we can collectively work to shift the narrative.’

As leaders, we have the power to influence how others in the industry approach customer interactions. When we hold ourselves to high standards of excellence, others follow suit. Leadership in customer experience doesn’t always come from titles or positions. It comes from the everyday actions of those who are genuinely committed to improving how we serve others.

If we want to inspire and motivate others to adopt this same mindset, it starts with us. We lead by setting the tone — by showing what’s possible when we combine skill, empathy and dedication. Through this example, we can create a ripple effect that changes the way customers perceive not just us as individuals, but our entire industry.

Ultimately, the goal is to elevate the reputation of our industry as a whole.

By consistently exceeding expectations and transforming every customer interaction into a positive experience, we help create an environment where our industry is seen as trustworthy, customer-focused and committed to excellence.

This shift won’t happen overnight. But by inspiring, guiding and motivating ourselves and others to make customers happy, we will begin to lay the foundation for long-term change.

A customer who is happy with their experience is more than just a satisfied individual — they are champions for our industry. When these champions multiply, they create a broader culture of excellence — one that spreads from customer to customer and reshapes the way the public views our industry.

In the end, this vision of creating industry-wide transformation through customer happiness rests on a simple yet profound truth: when customers are happy, they are not only more likely to return, but they also become powerful advocates.

By inspiring others, both inside and outside our organizations, to focus on delivering exceptional, customer-centric service, we can collectively work to shift the narrative.

Inspiring and guiding ourselves to be the best for our customers isn’t just about business. It’s about creating a legacy of trust, satisfaction and loyalty that benefits us all. ■

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

Wave the EV banner

HOW TO ALERT CUSTOMERS YOU NOW OFFER EV SERVICE

Craig Van Batenburg By

If you drive an electric company car that is wrapped with your advertising that says “EVs are Welcome Here,” have a unique EV website and there is a charging station in front of your tire store, you’re off to a great start to letting customers know you offer EV service.

There is even more you can do. Let me tell you what some shops we have trained in HEV and EV service and repair have done.

After the investment of training their techs, they needed to start working on xEVs right away. (That term, xEV, means any vehicle that has a high-voltage system.) There are several categories of xEVs: plug-in hybrid, battery electric, battery electric with a small gas engine to extend the vehicle’s range, fuel cell and plug-in fuel cell. In this order; HEV, PHEV, EV or BEV, EV-RE, FCEV and FCPEV. To keep it simple, we will use xEV.

Once they decided which xEVs to work on, they made a plan, created a budget and expected a one-to-two year pay-back period. Then they created a website. Automotive Career Development Center (ACDC) owns the website, www.WorcesterEVs. com. I bought it years ago and will be launching it this year as we venture into the retail Tesla service business. If the name of our business was “Van Batenburg’s Tire and Service Center” and we were located in Ogden, Utah, we would have bought the web name “www.OgdenEVservice.com,” created a logo and launched it with a “coming soon” sign on the web. The logo would say “Ogden EV Service Powered by Van Batenburg’s Tire and Service.” Have some fun with this process. On the right side of this page, I have listed 10 tips that other successful shops have implemented.

About four weeks before you go live, make sure your techs have just returned from the their xEV training. Learning online is very popular, but if you are not trained in high-voltage systems, web-based training is not enough.

A hands-on class where the technician works on the xEV and doesn’t just watch someone else do it will get them over the fear of getting electrocuted. The fear is real, until you overcome that scary feeling via safety training and hands-on practice.

You can go to public EV events to promote your shop and credentials. Getting your techs ASE L3-certified is a bonus. Join Plug In America. It’s a non-profit organization with a mission “to accelerate the transition to affordable and accessible plug-in vehicles and charging through education, advocacy and research.” With their help, you can hold EV events at your place of business.

If you are not for this change, don’t expect your staff to buy into it. This one statement may change your mind and theirs: “If your best customer trades in their car for an xEV, you have lost them.” Let that sink in. In 2023, 1.2 million all-electric vehicles were sold in the United States, which was a significant increase

• Create a logo

• Have an engaging, EV-specific website

• Offer xEV service that is more than tires and brakes

• Have a marketing plan before you train your technicians

• Have a charger available and visible

• Have an EV event at your store

• Give out free tire pressure gauges

• Use an xEV as a company car

• Engage with the environmental groups in your town

• Paint one garage door green with a sign on it that says, “We offer EV service here.”

from the previous year. This was a record-breaking year for electric vehicles sold in the country. In 2023, EVs made up 7.6% of new car sales in the U.S. (2024 numbers were not available when this article was written.)

Service writers will need training, too. ACDC bought a new 2019 Kia Niro EV and when the 12 volt-battery needed replacement under warranty, I dropped it off at a local Kia dealership. Once I entered the less-than-friendly service department, the service advisor thought a lecture was needed about what a bad idea it was to buy a pure EV. (I’m not sure what his motivation was, but clearly he needs to make his living elsewhere.)

The addition of xEV service is not without its challenges. But not doing anything is not a plan. It is being stuck. Give some thought and see where that takes your company.

Betting on xEVs going away is a foolish thought. Getting into it now when the warranty on many xEVs is ending may be great timing. Adding more car count and taking care of all your customers is always a safe bet. Many tire dealerships will take a wait-and-see attitude. What if the competitor down the street gets ahead of you? ■

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.

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Focus on Dealers

Fighting the fentanyl crisis

TIRES, TIRES, TIRES INSTALLS NARCAN DISTRIBUTION BOXES

Madison Gehring By

“It’s such a weird world from what we grew up in,” says Dan Nothdurft, president of Tires, Tires, Tires, a four-location tire dealership based in Sioux Falls, S.D. “It has changed so much.”

That includes greater exposure to fentanyl and other lethal substances.

To help fight the potential threat posed to his employees by fentanyl exposure, Nothdurft has installed Narcan distribution boxes at his two Sioux Falls locations.

Narcan is used to treat people who have been exposed to fentanyl, a dangerous synthetic opioid.

Tires, Tires, Tires, which is a part of the Tire Pros program, worked through Emily’s Hope — a non-profit organization in Sioux Falls that tackles substance abuse issues — to obtain the Narcan distribution boxes.

The non-profit was founded by Angela Kennecke, a journalist in the Sioux Falls area who lost her daughter, Emily, to a fentanyl overdose in 2018.

“When my brother, Dale, heard of Emily’s Hope, he came to me and said, ‘We need to do this,’” says Nothdurft.

“The reasoning behind it was, ‘What if a customer brings their vehicle in and they have fentanyl or something on their hands?’ Then my employee hopped in their vehicle to pull it in and they just touched the steering wheel, too.

“Now if my employee then touches their mouth, nose, eyes or any opening, they could get that into their systems. So it was about protecting our employees.”

Nothdurft says community members also know that Narcan is available to them through the Tires, Tires, Tires locations.

“We don’t ask any questions. You just take (a Narcan dose) if you need one.” When the dealership’s Narcan boxes are empty, Nothdurft or a member of his team calls Emily’s Hope, which refills them for no charge.

Narcan boxes at the two Sioux Falls stores have already been refilled six times.

“You may think, ‘Do we have to battle that?’” says Nothdurft. “Maybe. Maybe not. But I think everyone should take a positive approach on this thing.”

Nothdurft “absolutely recommends” that other tire dealers follow suit. He encourages dealers to look at similar organizations in their areas because it makes “such a positive impact on the community,” even if dealers may not realize it at the time.

“You may think, ‘Do we have to battle that?’” says Nothdurft. “Maybe. Maybe not. But I think everyone should take a positive approach on this thing and recognize the fact that we may have a problem. And if you save one person’s life, it’s worth every penny.” ■

Dan Nothdurft, president of Tires, Tires, Tires, a four-store dealership based in Sioux Falls, S.D., has installed Narcan distribution boxes at two of his locations to protect his employees, some of whom are pictured above.

Photos: Tires, Tires, Tires

Waiting for the right buyer

HOW A DEALER SOLD HIS BUSINESS TO STEVE SHANNON TIRE

Madison Gehring By

At the beginning of 2025, Bloomsburg, Pa.-based Steve Shannon Tire Co. acquired three retail locations from The Tire Warehouse Inc., which is headquartered in Albany, N.Y.

The Tire Warehouse was founded by John McCall. The dealership has served the Albany area since 1982.

McCall told MTD that at 74 years of age he was ready to retire and transition out of the industry.

“I’ve been doing this a long time and it’s a good business and an enjoyable business. But I’m at the point where it’s time to move along.”

DECIDING TO SELL

McCall says he had been approached by “almost everyone” over the years to sell his business.

“Either I wasn’t ready or the price wasn’t right or I thought it wouldn’t be a good fit for my employees.”

McCall had 15 locations at one point, but decided he wanted to downsize to only three. Over time, he sold 12 locations to various buyers.

“I would just sell one location to one guy and maybe another location to an employee. It all happened gradually and over time.”

McCall says his dealership’s locations were spread across a large geographic area.

“I had stores as far as Pittsfield, Mass., and almost down to Oneonta, N.Y.,” he notes.

Steve Shannon Tire’s close proximity to Tire Warehouse’s three remaining outlets helped win over McCall.

“They’re based in Pennsylvania, which is close to where we’re based, and they (already) have stores in New York.”

He says New York is a highly regulated state. And that’s something not everyone is aware of or familiar with.

Another factor was the dealerships’ philosophical alignment, according to McCall.

“I feel like (Steve Shannon Tire) has

a lot of thoughts and directions that are basically the same as I’ve had.”

McCall says Steve Shannon Tire called him with a proposition to buy his remaining stores.

“They were looking to expand in this market and I was looking to get out.”

All 35 Tire Warehouse employees will stay on at their current locations.

ADVICE FOR SELLERS

When asked to offer advice for other tire dealers looking to sell locations, McCall

hesitates. “Everybody’s circumstances are different. Maybe you have a family? Great — pass it down to the family. But I didn’t have any kids, so that wasn’t the right direction for me.”

Beyond financial considerations, McCall says make sure the potential deal feels right.

“The timing for me and (Steve Shannon Tire) was great because I wanted out and they wanted to expand,”he says, adding that he plans to spend his newfound free time “going fishing!” ■

John McCall founded The Tire Warehouse in 1982 and recently sold his three remaining locations to Steve Shannon Tire Co.

Photo: Steve Shannon Tire Co.

‘Our sports car flavor of Blizzak’

BRIDGESTONE DESIGNS WINTER TIRE AROUND THE ENTHUSIAST MARKET

Madison Gehring By

Bridgestone Americas Inc. recently launched its new Blizzak 6 performance winter tire with a Winter Driving School event in Steamboat Springs, Colo.

The Blizzak 6, which will be available in May of this year, is designed for sedans and sports cars.

The tire features Bridgestone’s ENLITEN technology and will come in over 38 sizes ranging from 17-inches to 22-inches.

The new Blizzak 6 marks the first application of ENLITEN technology in Bridgestone’s winter tire portfolio.

“Blizzak 6, specifically, is sort of our sports car flavor of Blizzak,” Davis Adams-Smith, director of public relations for Bridgestone, told MTD at the Winter Driving School event.

“So we are beginning with our enthusiasts with the ENLITEN technology and from here, we’ll bridge into the more mainstream products later this year.”

Adams-Smith added that the company will be launching its first grand-touring, high-end luxury product soon and from there the company will go into “more mainstream touring all-season tires.”

BOASTING BLIZZAK 6

Bridgestone launched the Blizzak 6 in order to stay ahead of the evolving market, as Adams-Smith noted that more and more customers are wanting bigger fitments on their cars.

“People are wanting these premium tires in larger sizes, so the Blizzak 6 was our way to meet those needs,” he said.

Todd Chapman, senior product manager at Bridgestone, said the tire was designed around the enthusiast market.

“The key thing we were looking at for this product versus our previous-generation product was additional life,” he told MTD.

“Ultimately, you’re buying this tire for a certain season. Ideally, you’d like it to last additional seasons, so you don’t have to replace it as often. This is where the ENLITEN technology comes in.”

“Blizzak 6, specifically, is sort of our sports car flavor of Blizzak,” Davis Adams-Smith, director of public relations for Bridgestone, told MTD during the Winter Driving School event.

Photo: MTD

Chapman said that with its ENLITEN technology, Bridgestone has essentially changed the compound of the tire to provide enhanced service life, but also give consumers “all the other performance attributes that they’re looking for: wet performance, braking performance, performance in snow and things like that.

“In the past, prior to ENLITEN technology, you might have been able to give yourself that additional life, but it might have a trade-off of reduced dry traction or wet traction because you have to have a hard compound to get that extra life.

“Instead, we’re able to essentially give you a tire that does all of that — everything the old tire did, plus additional life.”

Another prominent feature of the Blizzak 6 is its tread pattern. Chapman said the goal was to provide more biting edges for driving on snow-covered roads.

Bridgestone is also adding 20 winter sizes to the Blizzak line.

“These are sizes Bridgestone didn’t previously support, so this is opening the car parc to how many people can buy Blizzak tires,” said Chapman.

WINTER TIRE IMPORTANCE

According to Bridgestone, touring tires make up a massive part of the replacement passenger tire market in the U.S.,

as Chapman relayed to attendees of the Winter Driving School event.

“Today, we are focusing on one of the smaller segments, winter tires, which sold around eight million units, but it’s very important to us.”

Chapman named a couple reasons for this — the first being that 40% of tire units sold in Canada are winter tires, according to Bridgestone data.

“If you want to sell tires in Canada, you need to have representation in the winter market,” he noted.

“If you don’t have that, your name is not going to be out there and you’re not going to sell summer tires or all-season tires.”

Another big reason for the launch of the Blizzak 6 is the Blizzak line’s name, history and equity.

Chapman said consumers know the Blizzak name and tie that to strong winter performance.

“So we really want to keep that brand presence active and strong,” he said.

BLIZZAK EVOLUTION

Chapman also touched on a few innovations that have happened over the lifetime of the Blizzak line.

Blizzak tires are made with multi-cell technology, which are essentially “little pockets formed in the compound of the tire that suck up water and keep it off of ice, so the initial surface of water is pulled up where you can get rubber on ice for additional ground contact.”

Within the compound, Bridgestone has added silica for extra grip. And Blizzak tires feature 3D zigzag sipes.

“The intent is that for the life of the tire, you’re still going to get the same grip and performance because it has all of those biting edges,” said Chapman.

The Blizzak 6 is replacing older tires in the Blizzak line: the LM-25, LM001, LM-32 and LM005. The LM line was Bridgestone’s performance-oriented winter tire range designed for sports cars, sedans and even SUVs or CUVs on the sportier side.

“Think larger rim diameters, larger widths and higher speed ratings,” said Chapman. ■

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Focus on Industry

A ‘growth opportunity’

NOKIAN TARGETS UHP ALL-SEASON CATEGORY

Mike Manges By

Nokian Tyres Inc. is taking renewed aim at the ultra-high performance (UHP) all-season segment with a new product, the Nokian Surpass AS01, that has been years in the making.

UHP all-season is “a key segment for the North American consumer and something we had previously been involved in, most recently with the (Nokian) zLine A/S,” Steve Bourassa, Nokian’s director of products and pricing, said during a recent ride-and-drive event in Las Vegas, Nev. Available in 65 sizes and fitting wheels of up to 21 inches in diameter, the Nokian Surpass AS01, which replaces the long-departed zLine A/S, boasts puncture-resistant, Aramid fiber sidewalls; special silica compounding for optimal handling and longevity; wide circumferential grooves for enhanced wet surface traction; and a wide range of other features.

The tire also features Nokian’s Driving Safety Indicator, which is built into its tread and enables drivers to monitor tread depth levels.

Nokian is positioning the Surpass AS01 as an “upper tier-two product,” said Bourassa. “We’re very, very excited to bring this to the market. It’s something we felt we needed to round out our product offering.”

PERFORMANCE AND VALUE

The Nokian Surpass AS01, which was put through the paces at the Las Vegas Motor Speedway, is manufactured in Finland, but has been designed specifically for the North American market and is shipping to tire dealers now.

Bourassa said Nokian’s plant in Dayton, Tenn., has the ability to manufacture the Nokian Surpass AS01.

“At the time we wanted to start production, our Dayton factory was focused on other things and we didn’t want to slow them down.

“But in practice, we have the capabilities to transfer (production) to Dayton. We have options.”

“We’re very, very excited to bring this to the market,” said Steve Bourassa, director of products and pricing for Nokian Tyres Inc., when discussing the new Nokian Surpass AS01 ultrahigh performance all-season tire. “It’s something we felt we needed to round out our product offering.”

Photo: MTD

The new tire benefited from a longer-than-normal development cycle, “which ensured it’s well-suited for the North American consumer,” said Bourassa.

“We had a concept” of the tire dating back “five to six years. We got to try out (different designs) and experiment... and have more prototype rounds and cycles. This allowed us to take full advantage” of Nokian’s product development capabilities, with the bonus of extra rounds of product testing.

“The differences between this product and our previous-generation product are striking. We were able to ratchet up almost every single aspect of the tire: dry grip, wet handling, wet grip, winter conditions, mileage... it really is a big step (up) for us in performance.”

The Nokian Surpass AS01, which comes with a 55,000-mile treadwear warranty, also bears Nokian’s Electric Fit emblem, indicating that it’s suitable for both electric cars and traditional internal combustion engine vehicles.

“We know there’s growth potential in the EV market and we wanted this to be easy to be considered” by EV owners, said Bourassa.

Beyond specific vehicle categories, “we want this product to be a value option” for all UHP all-season tire consumers by

offering “that blend of true value ... with really high performance.”

FOR DEALERS ONLY

When asked about distribution, Bourassa said the Nokian Surpass AS01 will only be available through Nokian’s dealer network.

“We have a solid, consistent dealer channel. We’ve been dealing with the same distribution points for several years. There’s no intention” of making the tire available through other channels, like big box stores.

“If you look at the UHP all-season market in North America, we’re covering 80% of the volume” with the tire’s current size range.

“We’re covering the core of (the market) and tire dealers can bring the product in with the confidence they will be able to cover a large portion” of vehicles.

“We’re always looking to add new sizes,” he added. “My hope is we can (introduce) x number of sizes a year.”

“This is a tire for premium cars — German cars, Japanese premium cars, premium American cars,” Tommi Heinonen, vice president of sales, Nokian Tyres North America, emphasized. “It’s for cars that have a little bit more performance and a little more horsepower.”

While the Nokian Surpass AS01 was not explicitly designed for any single region of the U.S. or Canada, Heinonen said that having a fresh, strategically priced and positioned UHP all-season tire should help Nokian grow its share in warmer weather states, which has been a priority for the company. “We have more open space in the south than in the north.”

Bourassa added that the southern U.S. “is a target growth area for us and one where you will see a continued higher quantity of performance vehicles that are suited for this tire. If you think about places where we want to grow, this product will certainly help us.”

The UHP all-season category, in general, “is a growth opportunity” for Nokian in North America, he said. “The market for performance tires is stable. It’s not one that’s changing drastically in terms of volume.” ■

Toyota Tacoma ■ 2023

DESCRIPTION & OPERATION

1. System description [09/2019 - ]: When the tire pressure warning system detects that the tire pressure of a tire is lower than the threshold, it will inform the driver using a warning light. e tire pressure warning ECU and receiver receives the transmitter ID, temperature and tire pressure information from the tire pressure warning valve and transmitters. This information is used to determine when the pressure in one of the tires has dropped.

2. Description of Tire Position Identication Function (with Tire In ation Pressure Display Function): e tire in ation pressure display function displays the position and pressure of each tire on the multi-information display. e tire position can be identi ed using any of the following three methods:

a. Using the Techstream, manually enter the tire position for each transmitter ID.

b. Perform initialization to clear the existing tire position information, then drive the vehicle at 23 mph or more for 10 minutes or more until each tire position is automatically identi ed.

Note: Identifying the tire position automatically without performing initialization by driving the vehicle as normal may take longer than other methods. e previous tire positions will be displayed until they are automatically updated.

c. Without performing initialization, drive the vehicle as normal until each tire position is automatically updated.

3. Description of Registration: When tires and wheels are replaced, always ensure that each transmitter ID is correctly registered.

• When one or more of the tire pressure warning valves and transmitters or the tire pressure warning ECU and receiver is replaced, the transmitter IDs for all of the tire pressure warning valves and transmitters must be re-registered. Before registering the transmitter ID of the new tire pres-

sure warning valve and transmitter, check the Data List and record all of the transmitter IDs that are already registered.

4. Tire Pressure Warning Reset Switch:

By operating the tire pressure warning reset switch, the tire pressure warning ECU and receiver can be set to issue a warning at an in ation pressure that corresponds to the type of tires tted to the vehicle. erefore, the warning threshold must be set to the proper value in order to comply with local regulations. Operate the tire pressure warning reset switch only a er the in ation pressures of all tires (except the compact spare tire) have been adjusted on the vehicle.

5. Description of Initialization: During initialization, the tire pressure warning valve and transmitters measure the in ation pressure of the tires and register the signals that are transmitted into the tire pressure warning ECU and receiver at a frequency of about once per minute. e initialization process is completed when signals from all tires (except the compact spare tire) have been received. Perform initialization in the following cases:

a. Before delivery of a new vehicle.

b. A er replacement of the tire pressure warning ECU and receiver.

c. A er replacement of a tire pressure warning valve and transmitter.

d. When the specified tire pressure

changes due to the use of a di erent size or type of tire.

e. When the specified tire pressure changes due to a change in the vehicle load, the speed range that the vehicle will be used in, etc.

f. When a tire rotation is performed and the speci ed tire pressures are different for the front and rear of the vehicle. (Perform initialization a er the transmitter ID registration is completed.)

TPMS REGISTRATION PROCEDURES

REGISTRATION PROCEDURE [09/2019 - ]

e transmitter ID is written on the tire pressure warning valve and transmitter. It is not possible to read the transmitter ID a er installing the tire onto the wheel. Therefore, make a note of the transmitter ID before installing the tire.

1. Before Registration:

a. In case of tire pressure warning ECU and receiver replacement:

• Read the registered transmitter IDs that are stored in the old ECU using the Techstream and write them down.

• If reading the stored transmitter IDs is impossible due to malfunctions of components such as the tire pressure warning ECU and receiver, remove the tires from the wheels and check the IDs located on the tire pressure warning valve and transmitters.

b. In case of tire pressure warning valve and transmitter replacement, take a note of the seven-digit number (transmitter ID) written on the tire pressure warning valve and transmitter.

Fig. 1

Fig. 2

Photos: Mitchell 1

2. Register Transmitter ID (Using Techstream): The previously registered IDs will be cleared from memory when registration is completed. If the ID registration step is not completed within 300 seconds, ID registration will be canceled.

a. Set the tire pressure to the specified value.

b. Turn the ignition switch off.

c. Connect the Techstream to the DLC3.

d. Turn the ignition switch to ON and the Techstream on.

e. Enter the following menus: Chassis / Tire Pressure Monitor / Utility / ID Registration.

f. Perform the procedure displayed on the Techstream.

• It may take a few minutes until the values are displayed. If the values are not displayed after a few minutes, perform troubleshooting according to the inspection procedure for DTCs C2121 to C2124.

• If the transmitter IDs have not been registered, DTC C2171 is stored in the tire pressure warning ECU and receiver after three minutes or more.

• If normal pressure values are displayed, the transmitter IDs have been registered correctly.

• If the tire pressure values are not displayed after a few minutes, the transmitter IDs may be incorrect or the system may have a malfunction.

• After all transmitter IDs are registered, DTC C2126 is stored in the tire pressure warning ECU and receiver and the tire pressure warning light blinks for one minute and then illuminates. When the tire pressure warning ECU and receiver successfully receives signals from all the transmitters whose IDs are stored in the ECU, DTC C2126 is cleared and the tire pressure warning light goes off.

3. Confirmation of Transmitter ID Registration: Enter the following menus: Chassis / Tire Pressure Monitor / Data List.

• It may take a few minutes until the values are displayed. If the values are not displayed after a few minutes,

perform troubleshooting according to the inspection procedure for DTCs C2121 to C2124.

• Reduce the tire inflation pressure of each tire 5.8 psi or more within 30 seconds, and check that the “ID Tire Inflation Pressure” data is updated and that the actual tire inflation pressures are displayed.

• After confirming that all of the tire inflation pressure values (except the compact spare tire) have been updated, adjust the tire inflation pressure to the specified value, press the tire pressure warning reset switch and perform initialization.

4. Tire Position Identification (Using Techstream with Tire Inflation Pressure Display Function):

a. Set the tire pressure to the specified value.

b. Turn the ignition switch off.

c. Connect the Techstream to the DLC3.

d. Turn the ignition switch to ON and the Techstream on.

e. Enter the following menus: Chassis

TPMS

/ Tire Pressure Monitor / Data List. Note: It may take a few minutes until the values are displayed. When an “ID Tire Inflation Pressure” value has not changed, reset the tire pressure to the appropriate specified value and rotate the tire 90 to 270 degrees. Then rapidly release the tire pressure and recheck the value.

f. Rapidly reduce the tire pressure for each wheel at least 5.8 psi within 30 seconds.

g. Read the “ID Tire Inflation Pressure” value and identify the tire with reduced pressure, and record the corresponding tire pressure warning valve and transmitter (ID1 to ID4).

h. Repeat for each tire.

i. Set the tire pressure to the specified value.

j. Enter the following menus: Chassis / Tire Pressure Monitor / Utility / Tire Position Write.

k. Perform the procedure displayed on the Techstream.

5. Tire Position Identification (Not Using Techstream, with Tire Inflation Pressure Display Function):

a. Set the tire pressure to the specified value.

b. The tire position can be automatically identified using any of the following two methods:

• Perform initialization to clear the existing tire position information, then drive the vehicle at 23 mph or more for 10 minutes or more until each tire position is automatically identified.

Note: Identifying the tire position automatically without performing initialization by driving the vehicle as normal may take longer than other methods. The previous tire positions will be displayed until they are automatically updated.

• Without performing initialization, drive the vehicle as normal until each tire position is automatically updated.

MEMORIZING THE TIRE PRESSURE SENSOR ID

INITIALIZATION [09/2019 - ]

Initialization can only be performed for vehicles with a tire pressure warning reset switch.

If initialization is performed, the existing tire positions will be cleared, but

will be automatically identified when the vehicle is driven at 23 mph or more for 10 minutes or more.

Initialization can be confirmed through the tire pressure warning light. The order in which the data is received is random.

If the signals from all the tire pressure warning valve and transmitters are received, initialization is completed.

Initialization is completed when the Data List “ID Tire Inflation Pressure” display shows the correct pressures

Initialization is normally completed within a few minutes.

It may take a few minutes until the values are displayed. If the values are not displayed after a few minutes, perform troubleshooting according to the inspection procedure for DTCs C2121 to C2124.

If initialization has not been completed successfully, DTC C2177 is stored after a vehicle speed of 37 km/h (23 mph) or more is detected for 20 minutes or more.

During test mode (sensor check mode), the system will not change to initialization mode even if the tire pressure warning reset switch is pushed.

1. Before Initialization:

Make sure that the tires are cool and set the tire pressure to the specified value.

2. Initialization Procedure:

a. Turn the ignition switch to ON.

b. Press and hold the tire pressure warning reset switch (No. 2 in Fig. 1) for three seconds until the tire pressure warning light blinks three times.

c. Turn the ignition switch off.

d. Connect the Techstream to the DLC3.

e. Turn the ignition switch to ON and turn the Techstream on.

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

g. Check that initialization has been completed.

h. Confirm that the tire pressure data of all tires is displayed on the Techstream screen.

TIRE PRESSURE SENSOR REMOVAL AND INSTALLATION

REMOVAL [08/2015 - ]

1. Remove front wheel.

2. Remove rear wheel.

3. Remove tire pressure warning valve and transmitter (for Type A).

a. Remove, but keep, the tire valve cap. Make sure that a sufficient amount of air has been released.

b. Remove the valve core to release the air from the tire. Be careful not to damage the tire pressure warning valve and transmitter due to interference between the valve and tire bead.

c. Using a tire remover, remove the tire from the disc wheel.

d. Using a T10 “TORX” driver, remove the bolt and tire pressure monitor sensor from the tubeless tire valve.

e. Cut the tubeless tire valve and remove it by pulling from the outer side of the disc wheel.

4. Remove Tire Pressure Warning Valve And Transmitter (for Type B).

a. Remove, but keep, the tire valve cap. Make sure that a sufficient amount of air has been released.

b. Remove the valve core to release the air from the tire.

c. Using an 11 mm deep socket wrench, remove the nut and washer.

d. Drop the tire pressure warning valve and transmitter with grommet into the tire. ( The grommet may remain attached to the rim.)

• Be careful not to damage the tire pressure warning valve and transmitter due to interference between the valve and the tire bead. Set the tire remover shoe as shown in the illustration.

e. Using a tire remover, remove the tire from the disc wheel.

f. Take out the tire pressure warning valve and transmitter with grommet from the tire.

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

INSTALLATION [08/2015 - ]

Always use a new bolt, tubeless tire valve and valve core when installing the tire pressure warning valve and transmitter.

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 and tire pressure warning valve and transmitter. Failing to do so may result in improper installation.

Use only a specified tire valve cap. If an unspecified tire valve cap is used, it may seize to the tire pressure warning valve and transmitter.

The tire pressure warning valve and transmitter cannot be installed to steel wheels. Make sure to check the wheel type before installation.

1. Precaution (for Type A):

Always use a new grommet and valve core when installing the tire pressure warning valve and transmitter.

Check that the washer and nut are not damaged, and replace it if necessary.

Make sure not to damage the urethane covered backside of the tire pressure warning valve and transmitter (the surface opposite to the side with the ID code) with anything sharp.

Write down the ID number before installation.

Check that there is no oil, water or lubricant around the rim hole, tire pressure warning valve and transmitter, washer and nut. Failing to do so may result in improper installation.

Use only a specified tire valve cap. If an unspecified tire valve cap is used, it may seize to the tire pressure warning valve and transmitter.

2. Precaution (for Type B):

3. Install Tire Pressure Warning Valve and Transmitter (for Type A)

a. Using a T10 “TORX” socket wrench, install the tire pressure monitor sensor to the new tubeless tire valve

with a new bolt. Torque: 1.2 N*m (12 kgf*cm, 11 in.*lbf)

b. Write down the seven-digit transmitter ID number shown in the illustration (Fig. 2).

• Make sure that the tire pressure warning valve and transmitter is installed so that the printed surface can be seen. If the tire pressure warning valve and transmitter is installed upside down, it may be damaged or fail to transmit signals when driving at high speeds.

• Check that there is no deformation or damage to the tire pressure warning valve and transmitter.

• Check that there is no foreign matter around the rim hole.

c. Install the tire pressure warning valve and transmitter from the inside of the rim.

• Position the main body of the tire pressure warning valve and transmitter in the area shown in the illustration (Fig. 3).

• If the tire pressure warning valve and transmitter is positioned out-

TORQUE SPECIFICATIONS

side this area, it will interfere with the tire bead and may be damaged.

d. Set the tire and disc wheel onto the mounting machine as shown in Fig. 3.

• Do not apply soapy water or equivalent directly to the tire pressure warning valve and transmitter.

e. Apply a su cient coat of soapy water or equivalent to the tire bead and rim.

• Make sure that the tire bead and mount tool do not interfere with the tire pressure warning valve and transmitter.

• Make sure that the tire pressure warning valve and transmitter is not clamped by the bead and rim.

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

g. Install a new valve core.

h. In ate the tire to the speci ed tire in ation pressure.

i. Check the surroundings of the tire pressure warning valve and transmitter for air leaks with soapy water or equivalent.

• If air is leaking from the valve core, press the valve core several times to remove foreign matter. Replace the valve core as necessary.

• If air is leaking from around the tire pressure warning valve and transmitter, check if the tubeless tire valve is not deformed, damaged or contaminated with foreign matter. Replace the tubeless tire valve as necessary.

j. Install the tire valve cap.

4. Install tire pressure warning valve and transmitter (for Type B)

A new tire pressure warning valve and transmitter comes with a grommet

installed. Make sure not to install an extra grommet.

a. Install a new grommet to the tire pressure warning valve and transmitter.

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

• Make sure that the tire pressure warning valve and transmitter is installed so that the printed surface can be seen. If the tire pressure warning valve and transmitter is installed upside down, it may be damaged or fail to transmit signals when driving at high speeds.

• Check 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.

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

• No further tightening is required once the nut is tightened to the speci ed torque. Check that there is no foreign matter on the grommet, washer and nut.

d. Install the washer to the tire pressure warning valve and transmitter from the outside of the rim, and using an 11 mm deep socket wrench, tighten the nut. Torque: 4.0 N*m (41 kgf*cm, 35 in.*lbf)

• Position the main body of the tire pressure warning valve and transmitter in the area shown in the illustration.

• If the tire pressure warning valve and transmitter is positioned outside this area, it will interfere with the tire bead and may be damaged.

e. Set the tire and disc wheel onto the mounting machine as shown in the illustration. Do not apply soapy water or equivalent directly to the tire pressure warning valve and transmitter.

f. Apply a su cient coat of soapy water or equivalent to the tire bead and rim. Make sure that the tire bead and mount tool do not interfere with the tire pressure warning valve and transmitter. Make sure that the tire pressure warning valve and transmitter is not clamped by the bead and rim.

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

h. Install a new valve core.

i. In ate the tire to the speci ed tire in ation pressure. No further tightening is required once the nut is tightened to the speci ed torque.

j. After the tire is inflated, the nut may be loose. Using an 11 mm deep socket wrench, retighten the nut to the speci ed torque. Torque: 4.0 N*m (41 kgf*cm, 35 in.*lbf)

k. Check the surroundings of the tire pressure warning valve and transmitter for air leaks with soapy water or equivalent.

• If air is leaking from the valve core, press the valve core several times to remove foreign matter. Replace the valve core as necessary.

• If air is leaking from around the tire pressure warning valve and transmitter, check if the grommet, washer and nut are not deformed, damaged or contaminated with foreign matter. Replace the grommet, washer or nut as necessary.

l. Install the tire valve cap.

5. Install Front Wheel Torque: 113 N*m (1152 kgf*cm, 83 .*lbf)

6. Install Rear Wheel Torque: 113 N*m (1152 kgf*cm, 83 .*lbf)

7. Inspect tires.

8. Register Transmitter ID.

9. Perform Initialization.

10. Inspect Tire Pressure Warning System. ■

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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