Tire Review, October 2012 by Babcox Media

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Tire Sports Marketing

October 2012 TireReview.com

+ TIA Presidentâ&#x20AC;&#x2122;s Agenda + Wheel Torque and You

Show Issue

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OCTOBER 2012

CONTENTS Volume 112 | No. 10

84 36 76

80 Columns & Departments ■ FIRST LOOK: TireReview.com

Back2Basics + Succession Planning + Facebook Tips | 4

■ COMMENTARY: First Off - More Than a Trophy and Check The Car Side - The Same, Only Much Different

■ NEWSMAKERS: Tire Hall of Fame Inductees Hercules, Kenda Celebrate Milestones Aeolus Bringing Passenger Radials to U.S. TIA President’s Agenda

36 Cover: 2012 Top Shop Award Winners 76 Special Feature: Sports Marketing & Tires 80 Tires: All-Season UHP Market 84 Service: Complete Strut Assemblies

BPA

INTERNATIONAL

| 10 | 14 | 18 | 22

■ BUSINESS:

FEATURES

Members of:

|6 | 120

Market Intel - Tire and Service Pricing | 26 Mobile Marketing - Text Message Marketing | 28 Selling Smart - No-Pressure Selling, a No-Brainer | 32

■ TIRES: TPMS - Do You Really Know Thy TPMS? Tire Tech - The Right Torque Procedures Truck Tires - Fleet Tire Evaluation Basics Performance - Coming to the Correct Terms

■ SOLUTIONS: Spotlights - Tire Storage Solutions Products

| 88 | 94 | 100 | 106

| 109 | 112

Proud Supporters of:

TIRE REVIEW (ISSN 0040-8085) (OCTOBER 2012, Volume 112, Number 10. Published monthly by Babcox Media Inc., 3550 Embassy Parkway, Akron, OH 44333 U.S.A. Phone (330) 670-1234, FAX (330) 670-0874. Periodical postage paid at Akron, OH 44333 and additional mailing offices. POSTMASTER: Send address changes to Tire Review, 3550 Embassy Parkway, Akron, OH 44333. A limited number of complimentary subscriptions are available to individuals who meet the qualification requirements. Call (330) 670-1234, ext. 242, to speak to a subscription services representative or FAX us at (330) 670-5335. Paid subscriptions are available for non-qualified subscribers at the following rates: U.S.: $69 for one year. Canada: $89 for one year. Canadian rates include GST. Ohio residents add current county sales tax. Other foreign rates/via airmail: $129 for one year. Payable in advance in U.S. funds. Mail payment to Tire Review, P.O. Box 75692, Cleveland, OH 44101-4755. Visa, MasterCard or American Express accepted. Founded in 1901. © 2012 by Babcox Media Inc. “Tire Review” is a trademark of Babcox Media Inc., registered with the U.S. Patent and Trademark office. All rights reserved. Publisher reserves the right to reject any subscription that does not conform to his standards or buying power coverage. Advertising which is below standard is refused. Opinions in signed articles and advertisements are not necessarily those of this magazine or its publisher. Diligent effort is made to ensure the integrity of every statement. Unsolicited manuscripts must be accompanied by return postage.

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FIRST LOOK

ONLINE @TIREREVIEW.COM

inTIRES

See Entire B2B Series Reader reaction to our exclusive Back2Basics series has been fantastic thus far, so much so that we plan to continue it into 2013! For those searching their back issues of TIRE REVIEW (B2B features ran in February, May and August so far), you also can find the entire series online at tirereview.com. Designed to help train new hires or to refresh the knowledge of even the most experienced employee, we even have produced free wall posters of our tire repair edition. tirereview.com/inTires

BLOGS

inBUSINESS

Succession Planning

Analyze Success

Experts warn that today’s economic uncertainty is only exacerbated by delays in business estate planning. And there is false security in passing a business to relatives without a sale. tirereview.com/inBusiness

Facebook can be a great way for a company to more directly reach its audiences. And it also is a great tool to analyze where you have seen marketing success or failure. tirereview.com/blogs

TireReview.com Visitor Comments Community Tire Creating Community Garden for Residents “Absolutely love this idea! We could only hope and wish there were more companies and/or people doing these great things for the communities across the world to help bring us all back together! Congratulations on your success of simple idea made into reality!” – Justin Mull

Jobs Not Saved or Created by Tariff, TIA Says “Many customers delayed or never replaced tires when needed because the industry was up in price overall. This applied to import and domestic. Don’t get

me wrong, I’m all about made in U.S.A., but affordable is affordable. I’m glad that your customers can afford to go with good-better-best, USW-made, but in my area less expensive has been the need for the last few years. Some tread is better than seeing a family in a car with no tread.” – Rick

Union Claims Success as China Tariff Will Expire Thursday

3550 Embassy Parkway Akron, OH 44333-8318 FAX 330-670-0874

330-670-1234

Editor Jim Smith, ext. 298 jsmith@babcox.com Managing Editor Denise Koeth, ext. 274 dkoeth@babcox.com Graphic Designer Nichole Anderson, ext. 232 nanderson@babcox.com

Contributing Editors Tom Duke, Mac Demere, Joanne Draus Klein, Al Cohn, Shana O’Malley, Tim Good, Jeff Vasichek, Jody DeVere, Rick Barnhart, Steve Ferrante Rich Ashley Advertising Services Kelly McAleese, ext. 284 kmcaleese@babcox.com Circulation Manager Pat Robinson, ext. 276 probinson@babcox.com Sr. Circulation Specialist Star Mackey, ext. 242 smackey@babcox.com

4 October 2012 | TireReview

Common Customer Service Myths Exposed “I have a sign in my shop that says, ‘The customer is not always right, but they are never wrong.’” – John

“The USW chairman has never taken an economics class, and has evidently avoided reading any of the articles published disputing his ridiculous claims. Offshore tire production moved from

Publisher David Moniz, ext. 215 dmoniz@babcox.com

tirereview.com

China to other locations, tire cost and retail pricing increased, and U.S. production remained flat in most segments.” – SBTireGuy

Sales Representatives Doug Basford, ext. 255 dbasford@babcox.com Dean Martin, ext. 225 dmartin@babcox.com Jim Merle, ext. 280 jmerle@babcox.com Glenn Warner, ext. 212 gwarner@babcox.com Sean Donohue, ext. 206 sdonohue@babcox.com Roberto Almenar, ext. 233 ralmenar@babcox.com John Zick 949-756-8838 jzick@babcox.com

Bobbie Adams, ext. 238 badams@babcox.com David Benson, ext. 210 dbenson@babcox.com Sales/List Rental Don Hemming, ext. 286 dhemming@babcox.com Classified Sales Manager Tom Staab, ext. 224 tstaab@babcox.com

Babcox Media Inc. Bill Babcox, President Greg Cira, Vice President, CFO Jeff Stankard, Vice President Beth Scheetz, Controller In Memorium: Edward S. Babcox (1885-1970) Founder Tom B. Babcox (1919-1995) Chairman

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COMMENTARY FIRST OFF

More Than a Trophy and Check S

ince we started the TIRE REVIEW Top Shop Award sponsored by Ammco/Coats back in 2007, we have witnessed a transformation. Back in the not-too-distant day, tire dealers used to talk about car counts and hot lick numbers and hot-shot deliveries and miserable fill rates. Make and model year tire sizes rolled off their tongues like the names of their kids, as did the occasional “big fish story” of how they dealt with a cranky customer or out-of-touch councilman. Now you’re likely to hear dealers use words like “sticky” and talk about things like being emotionally attached, creating and building the store brand, how customers cannot believe they are in a tire store, about earning the right to be promoted to others. What the hell is this? Aren’t tire stores supposed to be, well, tire stores? Aren’t the owners supposed to be gruff cigar-chompers who yell...at everyone? What’s with all the “touchy-feely” stuff? When I ask dealers why they entered the Top Shop Award program, what drove them to take the time, I hear the same response: Because it “sets the bar and pushes us to improve.” Wow. That’s all I can say. We cannot take credit for these new-age dealers – or any of the 20 honorees from past years. They were great dealers before Top Shop, and they would have continued to be great without Top Shop. But the award program allows us to tell their story, to show how they think, what they key on and where they see the future. If those stories of today’s top tire dealers inspire others – to, as they say, 6 October 2012 | TireReview

Dealers are using Top Shop program to ‘set the bar’ and push for improvement.

push them to improve – well, we can’t take credit for that self-initiative, either. What we can do is to continue focusing the spotlight firmly on the “best of the best.” In this issue, the culmination of our year-long Top Shop Award program, you’ll notice that we are now seeing the full blooming of the next generation of great tire dealers – business people who are building a new and very different way to sell and service tires and vehicle repair. They have new and exciting ideas about how to reach customers and how to establish standards for superior customer service – and ingrain that into their business culture. Sure, they can still spit out the OE size for a mid-2005 Toyota Corolla, but they also can tell you their store’s SEO score, customer service rating on Google, and what percent of customers are willing to “promote” their store to others. They come up with endearing mascots that leave a positive impression with active buyers while quietly building familiarity among those currently too young to even drive. They are bold enough to go oldschool with a memorable, high-impact program that reaches more customers more often. Who’d have thought of that? They are forward thinking enough to fully embrace online and smartphone technology, while tending to down-home values and expectations. They are sharp enough to know that “unengaged, emotionally unattached associates create disengaged customers,” and that “customers are satisfied when their needs are met, but

JIM SMITH Editor jsmith@babcox.com

customers are loyal when expectations are exceeded.” Scary inventive, extremely effective, so outside of the box you have to ask where the box went. Those are Top Shop Award honorees. These are the kinds of cutting-edge dealers that deserve recognition. More importantly, we hope their stories will strike a positive chord with all dealers. ****** I’m sure you’ve noticed our new home. New foundation, walls and roof, a sharp-looking front door. It’s been nearly 13 years since TIRE REVIEW was last fully redesigned, though there have been a few tweaks in the intervening years. Constructing a new building, as many of you know, is no easy task, and it takes a lot of people to pull it all together. Same with a magazine redesign, and I want to recognize our chief designer Nichole Anderson for her efforts and sharp eye, and the rest of the Babcox design team who pitched in to help. Their yeoman efforts allowed us to reconsider a little the content and organization of your magazine. Some changes are subtle, others more dramatic. For instance, the familiar colorcoding for each section remains, but we have grouped some sections differently. At the same time, we have given greater emphasis to our coverage of tire market segments, vehicle service and, of course, our monthly Top Shop dealer profile. Hope you like the results. ■

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NEWSMAKERS

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INDUSTRY NEWS & EVENTS

Four Named to Tire Industry Hall of Fame

The 2012 inductees to the Tire Industry Hall of Fame certainly helped frame the tire business iover the last half century. Joining the Hall this year are Randy Clark, Bruce Halle, Paul Kruder and Peter Veldman. In addition, long-time state association executive directors Steve Akridge and Reece Hester were the first winners of the newly minted Ed Wagner Industry Leadership Award. • Clark has represented the tire industry on many levels throughout his long and prestigious career. He once served as chairman of the former Dunlop Tire North America, and serves as the current chairman and president of Buffalo, N.Y.-based Dunn Tire, now one of America’s largest retailers and wholesale distributor. • Halle opened his first tire shop 52 years ago, and since then Discount Tire has become a shining example of success as the largest independent tire and wheel retailer in the world, with more than 840 locations in 23 states. His Discount Tire empire also includes the American Tire chain in the western U.S. • Kruder got his start in the tire industry in 1953 with Firestone, but with the advent of mandatory tire registration in the late 1960s Kruder saw a key opportunity to help the industry. In 1971 he formed Computerized Information and Management Services Inc. (CIMS), which became the leader in tire registration forms and systems. • Veldman was skeptical when first approached with the idea of creating a mail-order tire company. But over time he and his family were able to convert a single retail tire business

Del-Nat Network Grows to 80 Dealers Del-Nat Tire Corp. has reached a total of 80 tire dealer stockholders after recently welcoming six new members. Founded in Memphis, Tenn., in 1989, Del-Nat has a network of tire dealers and distributors who are 10 October 2012 | TireReview

Clockwise from upper left are Hall of Fame inductees Clark, Halle, Kruder and Veldman, in addition to Ed Wagner award winners Akridge and Hester.

into the world’s largest mail order – now online – tire and wheel business. Today, The Tire Rack handles tires from 17 major tiremakers and numerous wheel producers, and has become a trusted name among consumers. • After his 1976 graduation from the University of Richmond, Akridge he held various positions with Goodyear, and then with a family-owned tire and automotive shop. Through these experiences, became involved with the Virginia Tire Dealers & Retreaders Association (now the Virginia Automotive Association), becoming the executive director in 1990. • Hester is a former second generation tire dealer who coowned Tire Supply Inc., a commercial/retail/retreading dealership of 38 years before being sold. That led him to become executive director of the North Carolina Tire Dealers Association, a post he still holds. He is currently on the Tire Industry Association Board of Directors and is the liaison to TIA state association group.

stockholders in the company. The number of stockholders has grown about 65% in the last two years, according to the company. “These additions to the co-op, coupled with last year’s growth, have resulted in very positive momentum for Del Nat,” said Randy Gaetz, vice president of sales and marketing. “We anticipate adding several more stockholder members in the coming months. We are seeing that more and more dealers are looking to join Del-

Nat in order to maintain their independence. Del-Nat is committed to keeping the independent tire dealer independent.” The six new stockholders are: Michael Garzone, vice president of Tom Lyons Tire & Auto Center in Waltham, Mass.; Tim Roche, president of Kan Rock Tire in Flint, Mich.; Christopher Shore, president of Shore Tire Co. in Lenexa, Kan.; Dan Mitchell, president of the St. Louis, Mo., and Continued on Page 12

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Belleville, Ill., Mitchell Tire Service LLC and Froesel Tire; Roger Cornelius, president of Statewide Tire Co. in Vandalia, Ill.; and Larry Howell, president of Tire Centers Inc. in Yakima, Wash.

OE Expected to Push U.S. Tire Shipments In its recent updated analysis, the RMA said it expects total tire shipments to increase by 1.2%, but that won’t be on the back of replacement tire shipments. For 2012, RMA sees a total of 288 million tires being shipped in the U.S. – OE and replacement P-metric, LTmetric and medium truck tires combined. RMA doesn’t offer shipment data on OTR or ag tires. Overall, OE shipments are expected to increase 16%, while replacement shipments will fall some 2%, RMA said. Here is how each segment breaks down: • OE P-Metric: Up slightly more than 18% to 42 million units. • OE LT-Metric: Up nearly 1%. • OE Medium Truck: Forecasting 12% increase to 5.5 million tires total. • Replacement P-Metric: Drop of some 1% to 192 million tires. • Replacement LT-Metric: Decrease of 3% to 28 million tires. • Replacement Medium Truck: Decline of 6% to 15.5 million tires.

Goodyear, TR Team for Winter Tire Webinar With blustery weather and blowing snow just around the corner, TIRE REVIEW is teaming with Goodyear to hold an industry-wide free webinar to help dealers boost their winter tire sales. “Realize Your Winter Tire Sales Po-

tential” will be held on Thursday, Nov. 8 starting at 2 p.m. ET (11 a.m. Pacific). This free webinar will feature winter tire experts from Goodyear: Anthony Thompson, winter tire category manager, and Brandy Gadd, brand manager for Canada and winter tires. Moderated by TIRE REVIEW editor Jim Smith, the free webinar will discuss the current state of the U.S. and Canada winter tire markets, the advantages drivers will experience with winter tires, tips on how dealers can increase winter tire sales, and the kind of support dealers should look for from their winter tire brands. For more information and to register for the free webinar, visit tirereview.com/webinar.

Constitutional Fight Over Tariff Backdating? Even though the mortal damage has long been done, the WALL STREET JOURNAL revealed that former GPX International Tire Corp. management continues to battle against the tariffs that put the company out of business. According to the Aug. 26 story by Brent Kendall, a provision in the tariff law passed by Congress and signed into law this past March may, in fact, be unconstitutional. And that factor may bring the entire question of whether the U.S. government can even levy so-called punitive countervailing duties – the kind that put GPX International out of business. The recent tariff law effectively permits the U.S. government to impose higher tariffs on goods from state-controlled economies that subsidize exports to the U.S. The legislation was drafted and presented in reaction to the December 2011 federal appeals court ruling that the U.S. Commerce Department did not have the power to levy punitive countervailing duties, effectively tossing out a series of duties – some as high as 210% – it placed on

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China-produced OTR and ag tires imported into the U.S. Those added duties, placed on the products in 2008, severely damaged the U.S.’s small OTR and ag tire market, and led to the bankruptcy and eventual dismantling of GPX International. One problem, though: “Congress made part of the law retroactive,” Kendall wrote. “The bill granted the Commerce Department new authority to levy tariffs and backdate them to 2006 – even though the court had ruled the agency didn't possess that authority at the time.” Back-dating the effective scope of a law is believed to be unconstitutional, and it has changed the entire case, Bryan Ganz, once a part of GPX International’s executive group, told Kendall. “We think this case should be shocking to everyone,” Ganz told the WSJ. “Once Congress retroactively changed the law, the whole complexion of this case changed.” According to the WSJ article, the Constitution says that Congress and the states can't enact ex post facto laws, that is laws after the fact – they cannot legislate against something that has already happened. But over the years, the Supreme Court has been rather soft on that point, and has “been particularly deferential to retroactive laws on civil matters such as national economic policy,” Kendall wrote. While GPX International no longer exists and Ganz claimed his pockets are empty, Ganz’s lawyers are working with Chinese tiremakers and China’s government to pursue a constitutionality challenge to the federal law.

Omni Sets Breast Cancer Funding Goal at $1 Million Omni United said that more than 1,200 tire retailers and distributors have committed to participate in its 2012 Mobilizing Hope fund-raising campaign in support of the tiremaker’s partnership with The Breast Cancer Research Foundation (BCRF). The tire company pledged a minimum $250,000 donation, but aims to Continued on Page 14

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NEWS & EVENTS

Hercules Tire & Rubber Event Marks 60 Years Hercules Tire & Rubber Co. celebrated its 60th anniversary with a Sept. 8 open house for employees, their families and the community at its Findlay, Ohio, headquarters. Hercules traces its roots to the 1950s, when a group of 21 retreaders began purchasing rubber from Stamford, Conn.-based Atlas Tire. A few years later, the group transformed from retreading into the first private brand buying group in the nation. Today, Hercules, no longer in the retread business, is a leading integrated marketer and distributor of passenger, light truck/SUV, medium truck, trailer, OTR, and industrial and specialty tires from many leading brands, including Bridgestone, Cooper, Toyo, Hankook, Yokohama, Kumho, Falken and Nexen. In addition, the company’s Hercules and Ironman brand tires are sold in more than 75 countries. The company employs some 500 people worldwide and maintains 24 facilities, 21 of which are warehouses. Bill Trimarco, president and CEO, said Hercules continues to aggressively expand its Tire Dealer’s Warehouse division, which celebrates its 25th anniversary this year. 2012 also marks the 15th anniversary of Hercules Canada and Hercules International.

raise $1 million with the support from its dealers and distributors. To meet this goal, the company will donate $1 for every four tires sold across any of its Radar branded tire lines internationally. Omni United said its limited edition Ring of Hope tire, featuring a pink sidewall to highlight the importance of breast cancer awareness and prevention, will be available at participating retailers nationwide from Oct. 1-31. Omni United also has launched a Zip code-based search feature on its website, omni-united.com, that allows 14 October 2012 | TireReview

Kenda Tires Celebrates 50th Anniversary On hand to celebrate Kenda Tires’ 50th anniversary at its North American headquarters in Reynoldsburg, Ohio, were Jimmy Yang, president and CEO of American Kenda Rubber; his brother Ying-Ming Yang, chairman of Kenda Rubber Ind. Co., based in Yuanlin, Taiwan; and Hongder Chang, president of the Kenda Group. Kenda invited suppliers, business partners, community leaders and tire industry media to the Sept. 14 anniversary event. Founded in 1962 in Taiwan, Kenda opened offices and a warehouse in Reynoldsburg in 1983. The company employs more than 4,000 people globally and provides tires not only for the automotive market, but for bicycle, motorcycle, lawn and garden, trailer, golf cart and specialty tire applications, as well. Kenda’s production comes out of seven factories in Asia; construction for a new factory in northern China is underway. Eric Yang, American Kenda Rubber’s director of marketing, said, “In the next five years, the company believes that its growth will be in the automotive market and that growth will define our future.”

consumers to identify participating retailers in their area.

K&M Buys Texas DCs From Reliable Tire Delphos, Ohio-based tire distributor K&M Tire bought a 70,000-square-foot warehouse in Dallas and a 40,000square-foot facility in Houston. from Blackwood, N.J.-based Reliable Tire Co. K&M said it plans to expand the

product offering available at the warehouses – particularly Bridgestone, Firestone, Continental and General passenger and light truck tires – to its new customers in Texas. Following the purchase, K&M Tire will have 14 wholesale locations serving customers in 20 states from Ohio to Texas. A 15th warehouse is currently under construction in Barnesville, Minn. Reliable opened a new distribution center Sept. 4 in Albany, N.Y., bringing the company’s total number of warehouses to five after the K&M deal. ■

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NEWS & EVENTS

Business Barometer

Sponsored By:

Retail Sales – Aug ’12 vs. Aug ’11 (Final) 95

100

101

102

101.4

Total Tire Units

100.8

Retail Sales – Year to Date

Total Service $s

101.2

Broadline

101.7

HP/UHP

100.8

LT/SUV

100.8

Undercar

100.8

Underhood

Retail Sales – Sept ’12 vs. Aug ’12 91

97.0 96.8 97.0

106 105

Total Tire Units

104

Total Service $s

103

Broadline

102

96.9

LT/SUV

101

96.8

Undercar

100

96.8

Underhood

98.5

Total Tire Units

98.2

Total Service $s

98.2

Broadline

HP/UHP

98.8 98.1

LT/SUV

98.2

Undercar

98.2

Underhood

16 October 2012 | TireReview

Service $

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Tire Units

Aug. Sept .

May June July

HP/UHP

Feb. Mar. Apr.

96.7

Oct. Nov. Dec. Jan.

Retail Sales – Sept ’12 vs. Sept ’11 (Prelim.)

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NEWS & EVENTS

> Aeolus Tyre Co.

Aeolus Sets Passenger Radial Sights on U.S.

ccording to legend, Aeolus is the three-character mythic Greek ruler of the winds. As it took three entities to control the wind, it is little wonder that a company that grew up producing offroad equipment and truck tires has added a third option to its menu: consumer tires. And, with the expiration of the Section 421 added tariff on imported China-made consumer tires, Aeolus Tyre’s plan to enter the U.S. market could not come at a better time, according to its U.S. general manager Mike Leverington. The former Kumho Tire USA executive is tackling the ground-floor prospect with vigor, and plans to lay out the entire plan at the Global Tire Expo/SEMA Show this month in Las Vegas. There, he plans to meet with interested dealers to outline the tiremaker’s plans and program, which initially will include a pair of performance passenger radials. Over time, as production builds at Aeolus’ new high-tech radial consumer tire plant in China, the brand will expand to include six passenger tires and three light truck/SUV lines. We met with Leverington and toured the new plant during a recent visit to Aeolus at its headquarters in Jiaozuo, Henan Province, a heavily industrialized city of 3.6 million some 370 miles (as the crow flies) southwest of Beijing and hard against China’s main coal mining region. Aeolus was founded in 1965 as the Henan Tyre Factory, and today it is publicly traded on the Shanghai exchange; Aeolus is part of the ChemChina Rubber Group, which includes four tire companies – Aeolus, Yellow Sea, Happiness and Torch. The ChemChina Rubber Group, in turn, is

part of the giant state-owned ChemChina, which holds a 42% share in the Aeolus operation. Globally, Aeolus (The most common pronunciation we heard – whether by Americans or Chinese – was ‘yoe-lus’) posted $1.6 billion in sales last year, making it the 20th largest tire firm, based on TIRE REVIEW research. In North America, Aeolus is probably best known for its radial medium truck tires, which are imported and marketed by the Alliance Tire Group. All told, Aeolus brand tires are exported to some 120 countries,

New Plant Leverington said the tiremaker will have two distinct passenger lines available for sale by the close of 2012, with more to come in 2013, including tires for pickup trucks and SUV/CUV-specific tires. Meeting dealer orders will fall to a brand new passenger and light truck tire plant erected at a complex near Aeolus’ headquarters in Jiaozuo.

Once fully fitted, Aeolus’ Jiaozuo plant will turn out 15 million passenger and light truck/SUV tires per year, five million of which will be exported to the U.S.

with Europe as its largest non-domestic market, according to chairman Wang Feng. The new consumer tire push in the U.S. (sorry Canada, there are no current plans to include Canadian distribution), though, is all Aeolus, with Leverington at the helm. The plan, according to Leverington, is to build a strong container-based program in the U.S., opening a formal

AEOLUS’ EARNED QUALITY REPUTATION GIVES IT A DISTINCT ADVANTAGE TO A POSITION AS A ‘GLOBAL VALUE LEADER.’

sales office and eventually securing warehouse space to allow the brand to better meet customer needs.

Specific detail about the plant – size, output, equipment, etc. – was sparse, but Aeolus officials said that once fully fitted, the plant will turn out 15 million passenger and light truck/SUV tires per year, five million of which will be exported to the U.S., if plans come to fruition. At the time of our visit, the plant was still fairly empty; tires were being produced from mixing through curing, and new single-stage builders, imported from Europe, were being installed, tested and worked into production. The plant was inaugurated last year, but only recently began any noContinued on Page 20

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table production. Right now, the plant output was set at 8,500 tires per day. To meet its established production goal, the plant will have to produce some 43,000 tires per day, meaning it will need 25-30 of the high-tech builders in addition to additional compound mixers, bead builders, calendars and component cutting and prep stations.

First Products In the U.S. consumer market, Leverington said Aeolus will focus on the touring performance, luxury touring, high performance summer and all-season and UHP summer and all-season segments. Starting things off will be two performance lines – the Aeolus SteeringAce AU01 and the Aeolus PrecisionAce AH01 – both of which should be ready for delivery this year. The SteeringAce is a summer UHP line with an asymmetric tread pattern “designed for precise steering and excellent handling characteristics on wet and dry roads,” he said. Purported to be fuel-friendly, the tire features four circumferential grooves with a solid center rib for handling and hydroplaning resistance, and a micro-siped tread for traction. While exact specifications are not yet available, Leverington said Aeolus initially will offer 35 sizes covering 16through 20-inch fitments. The PrecisionAce AH01 is a summer HP line that initially will include 22 sizes over 16- through 20-inch wheel diameters. Also with an asymmetric tread design, the PrecisionAce was developed to deliver “an excel-

Wang Feng, chairman and general manager of Aeolus.

20 October 2012 | TireReview

Mike Leverington, U.S. general manager for Aeolus, said the tiremaker will have two distinct passenger lines available for sale by the close of 2012, with more to come in 2013, including lines for pickup trucks and SUV/CUVs.

lent balance for high performance handling and ride comfort on wet and dry road conditions,” he said. As with its sister tire, the PrecisionAce has four circumferential tread grooves and a solid center rib, but adds jointless bead wire construction for ride comfort and overall performance. In the light truck/SUV segment, Aeolus plans to focus its attention first on the HT and AT segments with the Aeolus CrossAce AS02 and Aeolus CrossAce AS01, respectively. Those tires will be available in 2013, with others to come later.

Market Strategy Aeolus doesn’t plan to be just another entry-level Chinese brand for American drivers. Leverington said there are plenty of those available, and Aeolus’ earned quality reputation gives it a distinct advantage to a position as a “global value leader.” While Aeolus has no consumer tire track record, the tiremaker has earned countless quality certifications and awards, including ISO9001 quality management certification, and a strong reputation in Europe. Looking forward, Leverington said the plan is to grow Aeolus into a strong top Tier 3 or low Tier 2 tire, putting them toe-to-toe with Nexen, Falken, Maxxis and Nitto. In the future, he said, the brand wants to be “a top China brand in the U.S. market utilizing a full-line program.” Even as specific market demographics are being considered, Aeolus wants its tires to appeal “to

the mass public that is seeking exceptional value” – a combination of price against real-world performance. One thing is known: Aeolus’ “green” tire efforts in truck/bus radials will extend to its consumer products. The tiremaker promises that Aeolus passenger and light truck tires will be the first green tires by a Chinese maker. Raw materials will be selected and no aromatic oils will be used in the product. Production processes at the plant will reduce emissions and recycle water. Aeolus said its tires will be low rolling resistant, producing “up to 5% improved fuel savings.” For now, Leverington is busy contacting independent distributors and dealers, working on training materials and product brochures, and looking to build a professional sales team to carry the Aeolus message across the U.S. The sales team, as with other plans, will grow as sales volume allows. “Obviously, we will expand our efforts as our brand expands into the U.S. market,” an Aeolus official said. “In addition, it is our plan to establish a U.S. subsidiary as early as 2013 to provide closer support for our new client base. Eventually (and based on sales acceptance) we plan to establish additional distribution opportunities with a U.S.-based warehouse.” ■ Jim Smith Editor jsmith@babcox.com

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>President’s Agenda

Incoming TIA President Randy Groh Outlines Plans

aving worked in the tire just how hard they worked to better business for the majority of the tire business. Their hard work my career, I have seen firstand encouragement is what hand what truly makes this industry prompted me to want to do more for function: the people-to-people interboth this organization and for the inactions and relationships. Helping dustry. tire dealers promote their businesses by maintaining personal relationships with their customers has been the best part of my career. Unlike other aspects of the auto industry, working with tires requires a truly hands-on, individual approach. Working with tire dealers and other customers firsthand is what has made my time in the tire industry so satisfying. As TIA’s incoming president, I want to take this personal approach and apply it to the tire industry as a whole. I understand that for independent dealers, it can sometimes feel like the industry is not always advocating for your interests. I recognize that when you are taking care of your customers, it is not just about moving product to some obscure individual, but about finding the right tire to fit your neighbor’s or friend’s needs. You are not just a Randy Groh, Incoming TIA President business, but an integral part of your community. Similarly, I want For my term as TIA president, I TIA to fit your needs. This is your aswant to continue to work on promotsociation, and we are here to help ing the growth of this industry and you. to build upon the excellent foundaI have a lot of gratitude for Larry tion that has already been estabBrandt, Mike Berra, and all of the other past-presidents, and for current lished. During this upcoming year, I and past board members of this asso- intend to focus on two major aspects ciation, for they have set this associa- of this organization: training and legislative advocacy. tion on a positive path. During my time on TIA’s board, I was able to see

‘EVERY TIRE DEALER SHOULD HAVE THEIR ENTIRE STAFF OF TECHNICIANS TRAINED TO ENSURE THAT THEIR CUSTOMERS ARE GETTING THE SAFEST POSSIBLE SERVICE.’

Government Affairs Over the last few years, the tire industry has faced many trials in the realm of legislative and regulatory proposals. The work that TIA does in government affairs needs everyone’s support and attention. So many pieces of legislation can have a detrimental impact on business if gone unmanaged or unchallenged. It is essential the entire industry watch for what kind of legislation is coming down the pipeline, and to rally people together to either support or reject such regulation and proposals when the time comes. As president, I intend to continue to monitor and promote these efforts, and see to it that the tire industry maintains a strong governmental presence. In just the past year, the industry has been challenged by a number of key pieces of legislation. In March, TIA’s longstanding legislative guardian and executive vice president Roy Littlefield and his team worked tirelessly, alongside a coalition of local automotive associations, to fight a tire aging bill in Maryland. Together, they were successful in killing the bill, but that fight is far from over. Just months later, the tire industry was faced with more potentially harmful legislation – a proposed tire repair bill in New York. By acting and submitting amendments that would promote only the safest methods of tire repair, we were once again successful in protecting the interests of our membership. In addition to our efforts with tire bills, TIA also is lobbying on proposed laws and regulations that have direct impact upon small businesses. In July, TIA joined 31 other organizations in supporting “Death Tax Repeal Permanency Act” (H.R. 1259), a piece of legislation that would see to the end of the extremely detrimental death tax that has inhibited small Continued on Page 24

22 October 2012 | TireReview

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businesses for decades. During this upcoming year, I hope to see the introduction of new legislation that can benefit the tire industry. Recently, I had the pleasure of seeing Massachusetts’ “Right to Repair” bill pass through its state’s legislature and come to fruition. This bill allows for a more level playing field between independent automotive aftermarket repair businesses and ensures they have access to the correct information on the repairs they are performing. TIA fully supported this bill, and I intend to continue to provide vigorous advocacy to the tire industry over this upcoming year so that bills like this can continue to go into effect.

Training and Education The importance of the training that TIA develops and delivers to the industry cannot be stressed enough. Tires are highly engineered products that demand and require proper care during both mounting and use. Every tire dealer should have their entire staff of technicians trained to ensure that their customers are getting the safest possible service. Kevin Rohlwing, TIA’s senior vice president of training, has implemented new strategies to continue to keep our members informed, safe and efficient. Under his guidance, we have seen great successes with our national training tour, which continually has seen more dates and locations added as it grows in popularity. With the expansion of the training tour, we can now reach out to more dealers and more locations, ensuring that all technicians and dealers receive proper training and education to better their businesses. This year also has seen the introduction of new online education services. The TIA Online University introduced our 200-Level Basic and 250-Level Advanced Training Programs, so that even those technicians who cannot make it to one of our many tour stops can still receive the training they need. The TIA Online University has been wildly successful, and as president I want to grow and expand this training option so that we can continue to reach a larger audience more effectively than ever before. 24 October 2012 | TireReview

To continue on the path of inclusion, this year also saw the addition of the Spanish version of our popular Commercial Tire Service (CTS) program to our list of educational options. With the help of many tire manufacturers, we were able to help meet the needs of the tire industry – and do so more quickly than ever before. This year’s TIA Foundation

‘DURING THIS UPCOMING YEAR, I INTEND TO FOCUS ON TWO MAJOR ASPECTS OF THIS ORGANIZATION: TRAINING AND LEGISLATIVE ADVOCACY.’ fundraising efforts saw considerable contributions from major tiremakers, including Bridgestone, Cooper, Goodyear, Kumho, Michelin, Yokohama and Marangoni. With their help, TIA has been able to develop the best educational programs for thousands of tire technicians.

The 2012 Global Tire Expo The last few years have seen an exponential growth for our Global Tire Expo – Powered by TIA with the SEMA Show, and I want to ensure that this year’s GTE is better than ever. We are hosting multiple pre-GTE events on Monday, Oct. 29, that will not only provide excellent networking opportunities for TIA members, but also will allow us to recognize those who have made considerable contributions to our industry. We will be honoring four Tire Industry Hall of Fame inductees this year and two other people will receive first Ed Wagner Industry Leadership Awards – acknowledgement and appreciation for those who have worked so tirelessly to improve this industry. I cannot say enough how the GTE is an excellent resource for virtually

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every tire dealership in North America. The GTE trade show floor promises to have more options than ever before. A record-breaking number of new exhibitors have registered alongside all of our excellent, previous exhibitors. There really is no place quite like GTE to find the best and newest products available on the market. The educational seminars for this year’s GTE also hold great promise for attendees. This year will feature an authentic “town hall” style meetup that will see leaders in the TPMS business discuss how TPMS can be a profit-builder for dealers. This seminar, coupled with the return of old favorites like “Successful Dealers Share their Secrets,” will make this year’s list of programs hard to miss. I’m proud to have worked in the automotive industry for so long, and I’m excited to be serving the tire industry in this new fashion. TIA has excellent staff and board members, and together we want to continue to help tire dealers in any way that we can – not only in continuing the excellent programs that we already have in place, but also in helping expand our association with new and innovative approaches. Some of these are with our benefit partners, including Hot Rod Processing for credit card processing and Select Benefit Communications Group for health insurance. Both will be at TIA’s booth (South Hall 40057) during our Global Tire Expo at the SEMA show. As a tire dealer, it is very important to be a part of this conversation. If you are a TIA member, thank you very much for your support. If you are a future member, please contact us (800-876-8372 or email memberservices@tireindustry.org.) to see how your small membership fee provides a great return on that investment. It’s very heartening to hear dealers talk about how one or more of our programs have helped them to be successful, or how they see TIA helping their children, who are now getting into the business. Together, we can continue to tackle the evolving requirements of an ever-advancing industry, and build stronger tire dealerships for the future! ■

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BUSINESS

MARKET INTEL

TIRE REVIEW and InteliChek present up-to-date tire and service price information from major U.S. metropolitan areas. For this monthly feature, InteliChek directly contacts a selection of independent tire dealers, mass merchants/chain stores and car dealers to obtain current pricing on replacement tires and vehicle services. InteliChek requests and verifies

Anchorage, AK Market Period 9/1-11 Mass Mass Merch. Merch. A B

Tire Dealer A

retail prices via phone calls, using common specific vehicles, tire sizes and vehicle services. In that way, direct and useful comparisons can be made by readers. The tire prices shown in this report are for tires only, and do not include mounting/balancing or any add-on warranties or other services or fees. To allow for a more accurate comparison, the level of tire brand –

Tire Dealer B

Car Dealer

Tier 1, Tier 2 and Private Brand/ Other – recommended by the retailer is noted. (See legend below charts.) The services chosen for these surveys include a standard oil change (oil plus filter), a standard fourwheel alignment and front brake work (replace front pads and turn both rotors). For more information on InteliChek, visit intelichek.com. ■

Casper, WY Market Period 9/1-11 Mass Merch. A

Avg. All

Mass Merch. B

Tire Dealer A

Tire Dealer B

Car Dealer

Avg. All

Vehicle 1 Oil Change/Filter Replace All: 215/60R16

$47.99 $34.00 $56.95 $59.95 $56.45 $591.92* $343.92** $428.00*** $600.00** $860.00*

$51.07 $564.77

Vehicle 1 Oil Change/Filter Replace All: 215/60R16

$29.99 $34.95 $39.99 $307.92** $312.92** $631.96*

Vehicle 2 4 Wheel Alignment Replace All: 225/60R16

$99.99 $89.99 $99.99 $79.75 $129.00 $580.00* $500.00* $584.00** $574.64** $586.00**

$99.74 $564.93

Vehicle 2 4 Wheel Alignment Replace All: 225/60R16

$89.00 $79.99 $79.99 $499.96* $660.00*** $531.96*

$79.99 $89.95 $443.96* $420.00*

$83.78 $511.18

Vehicle 3 Front Brakes, Turn Rotors $250.00 $180.00 $260.00 $350.00 $245.00 $257.00 Replace All: 265/70R17 $712.00** $695.00* $960.00* $708.84** $704.00** $755.97

Vehicle 3 Front Brakes, Turn Rotors $175.00 $300.00 $350.00 Replace All: 265/70R17 $695.36* $875.96** $767.96*

$190.00 $179.95 $767.96* $680.00*

$238.99 $757.45

Cincinnati, OH Market Period 9/1-11 Mass Merch. A

Kansas City, MO Market Period 9/1-11 Mass Mass Merch. Merch. A B

Tire Dealer B

Mass Merch. B

Tire Dealer A

Tire Dealer B

Car Dealer

Avg. All

Tire Dealer A

$39.68 $39.95 $36.91 $720.00* $472.00** $488.96

Car Dealer

Avg. All

Vehicle 1 Oil Change/Filter $31.99 $27.00 $26.95 $39.95 $37.95 Replace All: 215/60R16 $251.96*** $323.96*** $380.00** $436.00** $656.00*

$32.77 $409.58

Vehicle 1 Oil Change/Filter Replace All: 215/60R16

$26.95 $19.99 $39.99 $37.00 $40.00 $32.79 $348.00** $491.96** $339.76** $520.00** $480.00** $435.94

Vehicle 2 4 Wheel Alignment Replace All: 225/60R16

$79.99 $69.99 $89.99 $49.95 $79.95 $386.96** $367.96** $444.00* $387.92** $364.68*

$73.97 $390.30

Vehicle 2 4 Wheel Alignment Replace All: 225/60R16

$74.95 $79.99 $79.95 $58.00 $89.95 $415.08* $335.96*** $330.00*** $464.00** $413.28*

$76.57 $391.66

Vehicle 3 Front Brakes, Turn Rotors $199.95 $201.00 $191.00 $250.00 $300.00 Replace All: 265/70R17 $663.96* $527.96*** $880.00* $616.00** $468.00*

$228.39 $631.18

Vehicle 3 Front Brakes, Turn Rotors $189.93 $199.99 $160.00 $160.00 $238.00 Replace All: 265/70R17 $691.88* $675.96*** $639.76* $702.28** $832.00*

$189.58

New York, NY Market Period 9/1-11 Mass Merch. A

Mass Tire Merch. Dealer B A

Tire Dealer B

Car Dealer

Sacramento, CA Market Period 9/1-11 Mass Mass Merch. Merch. A B

Avg. All

Vehicle 1 Oil Change/Filter $32.99 $34.49 $30.00 $29.00 $39.00 Replace All: 215/60R16 $323.96*** $343.96*** $380.00** $404.00* $628.00*

$33.10 $415.98

Vehicle 1 Oil Change/Filter Replace All: 215/60R16

Vehicle 2 4 Wheel Alignment Replace All: 225/60R16

$80.40 $428.93

Vehicle 2 4 Wheel Alignment Replace All: 225/60R16

$74.99 $367.96**

$79.99 $80.00 $475.96* $360.00**

$59.00 $416.00*

$108.00 $524.74*

Vehicle 3 Front Brakes, Turn Rotors $199.00 $199.99 $135.00 $160.00 $200.00 $178.80 Replace All: 265/70R17 $595.96*** $915.85* $560.00** $696.00** $672.00** $687.96 Legend

26 October 2012 | TireReview

* = Tier 1 Brand

Tire Dealer A

Car Dealer

$27.00 $29.99 $29.00 $45.00 $38.95 $323.96*** $382.68** $380.00*** $436.00** $832.00*

$74.99 $363.96**

$89.00 $486.24*

$59.99 $555.24*

Vehicle 3 Front Brakes, Turn Rotors $175.00 $185.00 $169.99 Replace All: 265/70R17 $559.96** $800.00* $970.86*

** = Tier 2 Brand

Tire Dealer B

*** = Private Brand/Other

$79.95 $467.80*

Avg. All

$33.99 $470.93

$89.00 $380.00*

$78.59 $450.65

$300.00 $220.00 $723.80* $640.00*

$218.75 $738.92

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BUSINESS

MOBILE MARKETING

Thumbs Up Message Marketing A

funny thing happened to me recently. I was a featured speaker on mobile marketing solutions at a session by an association of shop owners. Before I started my presentation, several members came up to me and told me they felt that mobile marketing was only for teens and those 30 and under. But right in the middle of my presentation, almost on cue (and quite rudely) I started seeing these shop owners on their phones, typing away or reading the responses they were getting. I have to give them credit since none took any actual phone calls. I stopped my presentation mid-sentence and asked everyone to look around at each other. No, I wasn’t angry. I was actually thrilled: They had just made my point without me needing to say another word. And, yes, while texting is popular among teens and young adults, aren’t those folks among your key target

>TAKEAWAYS • NOT JUST FOR THE YOUNG • CAN MAKE SHOP MORE EFFICIENT IN SCHEDULING • IMPACTFUL CUSTOMER SERVICE, MARKETING OPTION • NEED CELL NUMBERS • HELPFUL FOR CUSTOMERS 28 October 2012 | TireReview

Boost your shop’s car count, efficiency and customer service with a text message program.

markets for tires and auto services? So just what are text messages? Generally, they are short, quick notes –

BRIAN SACKS Contributing Writer brian@trackableresponse.com

The top premise here is that complete contact information for each of your customers – including, and espe-

To take full advantage of the convenience and low cost of text message marketing, you must get complete contact information for each of your customers.

sometimes with photos or other images included. These aren’t Tweets and are not restricted by word or character counts, but clearly you don’t want to send a 100-word text. You send and receive them on your cell phones, but it’s important to point out that you don’t need to have a smartphone to send and receive text messages. With those basics out of the way, I want to spend the rest of this article explaining the importance of text messaging and how it can help make your shop more efficient and, more importantly, how you can use it to generate more business and increase car counts.

cially, e-mail addresses and cell phone numbers – is vital. If you’re not effectively collecting and managing that information, you certainly need to start. When it comes to a text messaging campaign, the most important contact information you can get is actually the customers’ cell phone numbers. During these trying economic times, many people are now using their cell phones as their only means of communicating and are disconnecting their home phone numbers. The most important fact to keep in mind is that your customers’ cell phone numbers are likely to be with them for years to come. Recent

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MOBILE MARKETING

provider changes now allow you to keep your cell phone number even when you change carriers.

Interesting Statistics

in the morning and since I had three meetings scheduled for the day with clients, I arranged for a loaner. During those meetings I noticed a few calls from the shop, but wasn’t able to return the calls quickly. During a short lunch break, I did try to call the shop but was told that my service advisor was out to lunch and to call back, which, of course, I couldn’t do. At 4:30 p.m., I drove back to the service center to pick up my car. The manager came out and told me that he had rotated my tires and had changed the oil. Then he went on to tell me that

stood. First, the shop and I played an unnecessary game of phone tag. That was a waste of time for them and for me. Secondly, in the end I took my car to a different shop to be fixed because of convenience, not competence. Had the first shop sent me a text message instead of trying to call me, I could have just responded and they would have had a sale and been more efficient. A simple text message could have said: “Oil change done - noticed brake pads needed-139.00. Do you want us to replace them? Send back a yes or no.” They would also now have had a record of the conversation and a $139 transaction.

I recently read a report for the Direct Marketing Association that shows the “open rates” for various media. Open rates represent the percentage of digital messages that are opened vs. the total number sent. So if you send 100 e-mails, for instance, and 25 get opened by the recipients, your message’s open rate is 25%. In traditional snail mail direct mail, a 2% open rate is considered a success. With e-mail campaigns, the open rate is generally between 12%-15%, primarily because of the Another Way to Profit use of spam filters that can trip up Another way for your shop to even the best campaigns before profit from text messaging is to use they even reach a customer’s it as an appointment reminder inbox. service. Here’s how that works. But text messages are opened As I am leaving your shop, you 96% of the time and are acted upon would simply have the counter quickly, typically within four minperson type in my cell phone and utes, according to the DMA. click on a date three months from We know that getting your innow to send me a pre-proformation is important, so let’s disgrammed reminder message. It cuss cost. Typical text messages could be a simple “Time for your range in cost from 1 cent to 10 cents next oil change” or “Time to roper message sent. That’s 1,000 mestate” or some other service messages for between $10 and $100, far sage, and it could even include a less expensive than traditional dicoupon or coupon code as an inrect mail. It’s less expensive than centive. many e-mail programs, and cerIf you are in an area with signiftainly less than reminder stickers. icant seasonal changes – like MinI want to clarify one impornesota or Pennsylvania – you tant point before we continue. I Among the ways to profit from text messaging is could send a text message to cusam not suggesting that you only using the technology for service and appointment tomers offering a free vehicle use text messaging. You need to reminders. checkup or tires for the upcoming use all of the media available to season. you to reach your customers. Start using text messaging in your he had tried contacting me several The more media you use in your marmarketing efforts and you quickly will times to tell me that the reason for the keting, the more successful it will be. see your shop become more efficient, shaking was that I needed new brake My hope is that you will capture your your car counts increase, sales go up pads. clients’ cell phone numbers (the most and your bottom line improve. ■ He then asked if I could leave the important piece of contact informacar overnight so they could take care tion) and start using text messages to of it the next day. My answer was a increase your car counts. very quick NO! In my mind, I could Brian Sacks is a mobile marketReal Life Example just bring it back a few days or weeks ing expert with more than 26 About three weeks ago, the meslater when my schedule was less years of direct response marketsage center on my car dashboard came crowded, and that it would be no big ing experience. He is co-founder on, letting me know that I was due for deal. of Trackable Response Inc., a moservice. It had been about 4,300 miles A week later, the shaking was too bile marketing provider to the since my last oil change, and as it hapmuch to ignore and I had my brakes tire and auto service industries, pened I was having some problems fixed at the service station next to my based in Catonsville, Md. Brian with the steering system. Every time I office since it was so close and I would can be reached at brian@trackhit the brakes, my steering wheel not have to get a loaner. ableresponse.com or 410-747would shake. When you think about the story, 1100. So I took my car in for service early two things should be easily under30 October 2012 | TireReview

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BUSINESS

SELLING SMART

No-Pressure Selling is a No-Brainer

Don’t close the sale – open the relationship with no-pressure customer experiences.

s I pinball across North America training independent tire and auto service businesses on sales and customer service, it has become clear that many salespeople are under the impression that they must aggressively work to close the sale when interacting with customers, or they will lose business. This old school “A-B-C” (always be closing) approach can work to win some sales for short-term gains, but in the long-run, this aggressive routine seldom produces the lasting customer relationships that pay long-term dividends. One of the ultimate truths of sales is that most everyone loves to buy, but no one likes to be sold. Contrary to this, I’ve seen far too many salespeople in and out of the tire/auto service industry who take on an aggressive sales effort that would repel and have them heading out the door if they were in a customer’s shoes. Extensive consumer research has proven that there’s a direct link between positive customer experiences and greater sales results. Research also reveals that when there’s a disconnect between the way businesses go about selling their products and the way consumers want to buy them, sales suffer. A major dilemma that contributes to the use of aggressive sales methods is that, frankly, sometimes they work. And when they do, it promotes a counterproductive situation where sales managers often push harder and salespeople believe the hard-nosed approach is the right thing to do – unaware that they ultimately are losing 32 October 2012 | TireReview

more business (sales and profits) than they are gaining. The massive new car industry presents a great case study to understand the cause and effect of high- and lowpressure methods on customer satisfaction and long-term sales

STEVE FERRANTE Contributing Writer steve@saleawayllc.com

ed and, all the while, you’ll be held hostage at the mercy of the dealership. This unaccommodating process often leads to customers who are not satisfied with their shopping experience, depart the dealership without purchasing and do not return to buy,

Low-pressure and high-pressure sales methods are drastically different in terms of producing customer satisfaction and sales/profits results.

performance and profitability. Automobile salespeople have traditionally been trained to play a game of cat and mouse with the customer and operate under the misguided philosophy that customers don’t really leave the dealership to think about it and return to buy, so they must sell hard during the initial interaction given that this is their only perceived chance. Want to know how much that car you’re interested in costs to buy? They can’t tell you. Not happy with the price you’re quoted? They’ll have to “see the manager” to get a better price approv-

often leaving management to instruct their salespeople that they must push harder for the sale when the customer is there – a vicious cycle. As documented in the book “Satisfaction,” by J.D. Power and Associates, low-pressure and high-pressure sales methods are drastically different in terms of producing customer satisfaction and sales/profits results. In its analysis of the automotive industry, J.D. Power evaluated the impact of customer satisfaction on sales and profitability and concluded that the high-satisfaction group increased sales

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SELLING SMART

by more than 40%, while the low-satisfaction group actually lost sales. Beyond manufacturer concerns of product quality and execution, a major contributing factor to customer satisfaction ratings was the customer’s feelings toward the sales and service experience at the dealership. Brands like Lexus and Acura, which excelled in dealership sales and service ratings, performed dramatically better in both sales and profit performance than did brands like Ford and Dodge, which scored low customer satisfaction ratings.

Relationship-Based Sales Like automobile dealerships, independent tire dealers do not manufacture and control their product offerings, but they can (and should) proactively manage the customer experience. In the automobile industry, the dealerships that rank at the top in sales performance had the best customer experience ratings – and included a process in which customers did not believe they had to play a game or feel pressured into buying. Instead, they were made

34 October 2012 | TireReview

comfortable by an environment with accommodating and informative salespeople who helped them buy – rather than trying to sell them. A good friend of mine recently took his car to a local auto service center for a state inspection and commented to me that it was a great experience, saying that unlike several previous shops he had taken the family vehicles for their annual stickers, this place did not try and sell him anything. Instead he told me they simply provided a print-out of all the recommended service items for the vehicle and advised using a “just so you know” consultative approach. “That’s what I want. I don’t want to be sold anything, I just want to know what the car really needs, then I can decide to buy on my terms,” he said, adding, “I’ll bring my cars there from now on.” The reality of the situation is that both this business and the shops he had visited in the past all sought to sell him their services. However, as is so often the case, it’s not what you do but rather how you do it that matters most. Rather than trying to close the sale, the

Rapid Response: 800-928-1184 ext. 43034

service adviser properly executed a consultative approach, successfully opening the relationship and creating a long-term customer that has bought – and will continue to buy – from the company. If you were in the business of selling products to people once and never had to interact with them again, then relationship-based selling efforts would be far less important. That is not the case in the tire and auto service business. People like to do business with people they like. As your shop’s products and services often are identical to those of your competitors, and everyone is in the same price ballpark, the relationships you create and maintain are your true competitive differentiators. ■ Steve Ferrante, CEO of Sale Away LLC, is the producer and host of the Pinnacle Performance sales and customer service training program for the tire/auto service industry. He can be reached at 866-721-6086 ext. 701 or steve@saleawayllc.com.

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FEATURE

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JIM SMITH Editor

Much as they did with their headquarters location (above), second-gen owners Marc (left) and Britt (along with sister Neill) have reworked Chapel Hill Tire from the ground up, making them worthy of the 2012 Top Shop Award.

back on building long-lasting relationships with customers. Chapel Hill Tire’s history isn’t unfamiliar; it was a Top Shop Award Finalist in 2007, the very first year of the program and the only other time the company even entered the contest. It was founded in 1953 by Sion Jennings, who started in the tire and repair business in an old Studebaker dealership on West Franklin Street, which remains Chapel Hill Tire’s headquarters today. Jennings sold the business to Al Pons in 1964, and over 30 years he built it up to four stores that created opportunities for sons Britt and Marc and daughter Neill to graduate from college and attend graduate school. Britt worked side-by-side with his father, while Marc opted for a career with Chase in New York City and Neill became a wife, mother and successful executive with a company in Richmond, Va. With the recession of the early 1990s, Al downsized, selling off three of the stores. He bought back one – Chapel

hapel Hill Tire Car Care Center is not a puzzle in either the literal or figurative sense. It is not confusing or an enigma, and the entire operation moves harmoniously and unconfusingly forward. But it is the dealership’s almost magical ability to put often-divergent pieces together to deliver something beyond “world-class customer service” – and do so one customer at a time – that helps make it the winner of the 2012 TIRE REVIEW Top Shop Award sponsored by Ammco/Coats. The nearly 60-year-old fixture in the college town of Chapel Hill, N.C., is not one-dimensional; it also is a leader in community involvement, training and expertise, branding and, most of all, environmental friendliness and sustainability. What is unique is how hard the management and employees work constantly to focus all of those elements

Hill Tire’s Carrboro location – just before he died in December 1996 from complications from knee replacement surgery. His unexpected death was a dramatic turning point for both the business and the Pons siblings. All of 26 at the time, Marc, who didn’t want to work at the dealership and be pegged as “the boss’ son,” came home to help keep both the business and his father’s memory alive by taking the reins of the dealership. Today, the siblings remain equal owners in the business; Marc has assumed the leadership role, and relies on Britt and Neill for advice and counsel. Britt heads up Chapel Hill Tire’s extraordinary customer service efforts and is heavily involved in community and promotion efforts. A cadre of outside advisors, including some who worked with their father, often are consulted for input or to serve as sounding boards. While Britt easily blended into the business,

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Raymond Mann, lead service tech and resident BMW expert, is one of dozens of long-time employees. He is closing out his 30-plus year career with Chapel Hill Tire this year.

Marc had a tougher time earning respect and, more importantly, learning to coach (not manage) others. He understood the black-and-white business side, but struggled to relate to employees who were loyal to his father and mourned his passing as much as the family. The transition was hard, but those tough times laid a solid foundation for what was to come, both internally and externally.

Tracking Customers The easiest thing to understand – because it is the most obvious – is that from the top down and in either direction, no one at Chapel Hill Tire takes a customer for granted. Not a first-timer, and never a long-time client. It doesn’t help that Chapel Hill Tire is in a tough, ever-shifting market covering Carrboro and Chatham Counties. Chapel Hill is home to the University of North Carolina – and is one of the three points in the Research Triangle region of the state. Sided by nearby Raleigh, with North Carolina State University, and Durham, with Duke University, the Triangle is home to dozens upon dozens of top-flight corporations, research firms, medical centers and, well, top universities. It is very much an uppermiddle/upper income area that also hosts tens of thousands of college 38 October 2012 | TireReview

students for nine months of the year; Chapel Hill itself has a permanent population of around 35,000, which tops 60,000 when UNC is in session. So what you have is a continuing group of highincome, demanding regular consumers mixed with a transient low/no-income group that still needs vehicle service and tires. Marc says readily that college students are not their target audience, and UNC makes it difficult for local companies to reach out to professors, support staff and administrators, so strong word-of-mouth is about the only way in at the school. No such restrictions

exist in the rest of the world, and Chapel Hill Tire aggressively pursues through the usual promotional channels, as well as approaching local companies with special offers for their employees. The front end of the process of reaching possible customers is comparatively easy; the effort to maintain and nurture them is quite akin to gardening. Customer service to Chapel Hill Tire starts with creating a “great place to work because we respect our employees, treat them like family and provide them opportunities to learn, grow and prosper;” being honest with “customers and ourselves;” admitting “mistakes and doing our level best to fix them promptly;” and getting better each and every day. “We want to build long-lasting relationships with our customers,” says Marc. Words like ‘honest,’ ‘trustworthy,’ ‘convenient,’ ‘professional’ and ‘friendly’ show up consistently when you read our reviews and testimonials.” Those reviews and testimonials are really the key driver for Chapel Hill Tire’s customer service system. Because you can’t fix what you can’t see, the dealership is “relentless and passionate” about getting honest feedback from all customers. New customers get a personal phone call from Britt, who does a quick survey with them, collects input and thanks them for coming to Chapel Hill Tire. If the customer expresses a concern, the store manager is called and the situation

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Past Top Shop Winners

2007

2008

Winner Gatto’s Tires & Auto Service Melbourne, Fla. gattos.com

Winner Atlantic Tire & Service Cary, N.C. atlantictireonline.com

Finalists Community Tire Phoenix communitytireaz.com

Finalists Lex Brodie’s Tire, Wheel & Brake Honolulu lexbrodies.com

Chapel Hill Tire Car Care Center Chapel Hill, N.C. chapelhilltire.com

Direct Tire & Auto Service Watertown, Mass. directtire.com

Redwood General Tire Redwood City, Calif. redwoodgeneral.com

Pneus R. Guay Jonquiere, Que. pneusrguay.ca

2009

2010

Winner Enger Tire & Auto Cleveland, Ohio enger-tire.com

Winner Tires, Tires, Tires Sioux City, Iowa tires3.com

Finalists Curry’s Auto Service Chantilly, Va. currysauto.com

Finalists Community Tire & Auto Service Phoenix communitytireaz.com

Griffin Brothers Tires, Wheels & Auto Service Charlotte, N.C. griffinbrothers.com Jack Williams Tire & Auto Center Moosic, Pa. jackwilliams.com

Robertson Tire Co. Tulsa, Okla. robertson-tire.com Waukegan Tire & Supply Co. Waukegan, Ill. waukegantire.net

2011 Winner Virginia Tire & Auto Fairfax, Va. vatire.com Finalists Hay Tire Co. Charleston, S.C. haytire.net Family Tire & Auto New Bern, N.C. familytirenc.net Tate Boys Tires & Service Bartlesville, Okla. tateboys.com

40 October 2012 | TireReview

discussed. Regular customers get an e-mail “thank you” follow-up and short survey. If their e-mail addresses isn’t in the database, they get a call from Britt. Chapel Hill Tire works very hard to gather feedback and contact information from each and every customer. It enjoys a high success rate of capturing email addresses by offering a free VIP newsletter with coupons and important vehicle care information. All of the feedback – whether by phone, through post-visit surveys or off of Chapel Hill Tire’s website (chapelhilltire.com) – is compiled and analyzed. While trends are important, Marc says, even the slightest hint of a problem is addressed quickly. One main outcome of all of this is to be “sticky” for all customers. “We want them to continue to come to Chapel Hill Tire and we want them to promote us to their friends and families,” says Britt. Constantly tracking customer service grades allows the dealership to stay ahead of problems and see why, when and how grades improved or fell. Scores are shared with store managers and service advisors to “reinforce the desired behavior and result,” Marc says. Chapel Hill Tire utilizes the Net Promoter Scoring (NPS) system to “measure our effectiveness at building customer loyalty.” Customers who specifically say they would recommend Chapel Hill Tire to others are considered as “promoters.” The metric weighs that group against those deemed as “detractors.” “A score of 50% is considered excellent,” Marc says. “Our net promoter scores average 70% across our four locations. The key is to ‘deserve’ recommendations – to earn ‘promoters’ – instead of expecting recommendations as function of business.” Scores and comments are posted at each store “so that our employees can see how we are doing and to let them share in the satisfaction that we are executing well,” Marc says. “Service advisors receive regular positive feedback via the NPS system. Managers go out of their way to praise advisors for jobs well done so that we are positively reinforcing the right behaviors.” “The NPS does a great job galvanizing everyone into a culture of ‘Yes’ in meeting customer needs and desires,” he says.

Constant Quality Chapel Hill Tire also builds great value by standing behind its products and services. The four stores offer Michelin, Uniroyal, Capitol and Negotiator brand tires, and customers receive free lifetime flat repairs, rotations and balancing. Service parts are backed by a two-year/24,000-mile warranty. “Even if the parts manufacturer will no longer warranty the part, we will stand behind it,” he says. “It’s our job to pick the best parts we can, not the customers’.” Each store has its own Quality Control Committee, led by the service manager and including a service advisor, senior tech and a general tech. Each week the QCC team meets to review any rechecks from the week before, and looks for ideas “to implement and improve the quality of our products and services.” Monthly, the QCC teams from all the stores gather to

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share successes, challenges and the new initiatives they are working on. Weekly store manager meetings and monthly gatherings of managers and service advisors provide another level of knowledge sharing and intelligence, and allow the company to move quickly and efficiently to implement change. For instance, a few years ago hybrid cars started popping up all over the city, primarily Toyota Prius and Honda Civic models. Not wanting to cede service work to car dealers, Chapel Hill Tire started sending key techs to hybrid service training programs and invested in necessary equipment. “Last year we achieved the first hybrid service certification in the Triangle area from the Auto Career Development Center,” Marc says, “the most rigorous hybrid training available. Eight of our technicians have achieved certified status through ACDC.” ASE certification also is a must, and each location has at least one ASE Master Certified Technician. All service techs have at least three ASE certifications, and take advantage of after-hours training put on by Advance, O’Reilly’s, NAPA and Carquest. Service advisors also get extensive training on Michelin and Uniroyal products, and stay up to date on the latest industry trends. “We also work with CAI, a local training and HR assistance company, for service advisor and management training,” Marc says. “And later this year we will work with R.L. O’Connor with their online webinars for service advisors.”

WINNER

complete reversal. “We wanted to set ourselves up for sustainability, and the tire side has too many ups and downs,” he says. The stores themselves carry very little inventory, focusing on key sizes based on customer demand and research. With a market area that is “too varied, with a lot of unusual sizes,” the dealership relies on American Tire Distributors (85%) with twice-daily deliveries, as well as the local TCI warehouse (15%). Besides the original West Franklin St. store, Chapel Hill Tire has one in Carrboro (the one they owned, sold and bought back), another in a converted grocery store that opened in 1999, and its crown jewel, a purpose-built tire store that opened this past December. Until the last few years, the five service bays at the original store had only a roof and one wall, leaving the techs exposed to the elements. Now the well-kept and clean store has proper walls and bay doors. Just across the street is a second building, an extension of the West Franklin St. store that provides four more bays and much needed customer parking in a squeezed downtown area. Down the road, the Carrboro store, built around 1905, sits on an oddly shaped and hilly lot, making maneuvering a bit of a trick. But the 8-bay location is also an eye (and sun) catcher, with a beautiful front-facing garden and a roof full of solar panels. The garden is a huge hit with customers and local residents, many of whom drop in to ask about it. Profession-

Solid Foundations In the past, 80% of Chapel Hill Tire’s revenue came off retail tire sales. In more recent times, the Pons family has shifted the emphasis to vehicle service, making an almost Rapid Response: 800-928-1184 ext. 43041 TireReview.com 41

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The new Woodcroft store features a rooftop garden with 38 varieties of plants, which provide both insulation and beauty all year round.

ally tended, the garden features planters made of used steel car wheels that have been cut and welded together, benches with legs of halved wheels, and a privacy screen/trellis assembled from wheel bits that encourages plants to help block the view of an air conditioner. The store also collects rain, used to water the expansive garden. The solar panels not only provide 15 kilowatts of juice for the store, they allow Chapel Hill Tire to realize a modest $400 profit from selling excess electricity back to the local generator. The Cole Park Plaza location, a rehabbed grocery store, is large by tire store standards, but the strip mall location gives Chapel Hill Tire excellent exposure. It, too, has eight bays with above ground lifts and the latest mounting, balancing, alignment and diagnostics equipment. Opened this past December, the Woodcroft store is one of the only tire shops in North America with a garden for a roof. The company’s only purpose-built store, it features eight spacious service bays and a living roof that provides beauty and insulation, and makes a clear statement about Chapel Hill Tire’s green aspirations. Designed and installed by local firm Spring Brand Landscapes, the roof was created to look good all year, even as plants bloom and change color through the seasons. The green roof system is pretty much self-sufficient, Marc says, Rapid Response: 800-928-1184 ext. 43042 42 October 2012 | TireReview

and the 38 unique plants add to the architecture of the building. And it attracts the attention of passers-by and locals, who often stop in to comment about the rooftop arrangement and ask questions about the plants. Because the service advisors are really good at cars but not at horticulture, Chapel Hill Tire created a handout that talks about the roof garden and lists each of the varieties on the roof. The stores are open Monday-Friday from 7:30 a.m. to 5 p.m.; Saturday hours were ended a few years ago to allow the company’s 45 employees time for their families and communities. Free shuttle service at each store comes from a fleet of well-branded hybrid minivans and friendly drivers that will take customers to work or back home while their vehicles are being worked on.

Welcoming Environment To walk into a Chapel Hill Tire store, one wouldn’t think they were in a tire shop. There are no displays at all. No tires, no wheels. About the only hint of tires is a glimpse of Bibendum on a wiper blade display. Instead, the showrooms are wellbranded, and that label clearly says: ‘Chapel Hill Tire Car Care Center.’ Wall posters talk about the dealership – either through framed historic photos of Chapel Hill Tire or modern outlines of the com-

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‘Green’ Leader

The rooftop garden takes more than a little tending, so Chapel Hill Tire relies on local help to keep the Woodcroft store green and growing – on top.

pany’s customer-first philosophy, service and maintenance offerings, warranties and guarantees. If customers want to see the tires, we’ll bring them out, says Britt. Otherwise, tire options are shown on-screen at one of the multiple neat-as-a-pin service advisor stations at each store. Not having tire and wheel displays makes life simpler, Marc says. Nothing to dust and clean, no missing tire centers or center caps, no taking up valuable floor space from comfortable, cozy open space. Each store has a pleasant, but not over-done waiting area with up-to-date magazines, comfy chairs, a TV, free coffee and free WiFi. The smaller showrooms give the stores a more intimate, friendly feel, while the uncluttered front counters have a high-tech professional look. The company’s muted yellow and 44 October 2012 | TireReview

blue color scheme is somewhat derived from its former life as a died-in-thewool Goodyear dealer. About seven years ago, explains Marc, the dealership decided to move away from Goodyear. “We freelanced brands for a while,” he says, pulling product from Pirelli, Kumho, Continental and others. A few years ago, they settled on Michelin and Uniroyal as their primary brands. “They fit our market and where we wanted to be,” he says. Chapel Hills Tire’s main auto service competition is the local car dealers (“They are doing better with tires, too,” he reminds.) and a handful of independent service shops. On the tire side, there are three Bridgestone Americas stores, a Walmart, a handful of other independent dealers, a Merchant’s Tire & Auto Center location, Midas and Precision Tune stores and seven Discount Tire stores.

The hybrid-driving brothers are very proud of the business’ green footprint in Chapel Hill. The gardens, roof, rainwater collection and recycled wheels, coupled with product offerings of environmentally-friendly oil changes using 100% re-refined motor oil and fuel-saving nitrogen tire inflation, helped Chapel Hill Tire become the first Green Plus-certified tire and auto repair business in the country. Green Plus is an education and certification non-profit organization operating in 15 states that provides a platform for small and midsized businesses seeking best practices and certification on green and sustainable practices. As TIRE REVIEW was in town gathering information for this story, Chapel Hill Tire was named “For Profit Business Leader of the Year” in the TRIANGLE BUSINESS JOURNAL’s 2012 Clean & Green Awards, honoring local companies for their leadership employing and demonstrating effective green strategies. “We’re the first auto repair facility in the Triangle area – maybe in the country – to make carbon offset donations on behalf of customers,” Marc says. “To date we’ve mitigated more than 800,000 pounds of carbon for our customers – the equivalent of planting more than 60,000 trees! “And we were the first independent tire facility in the Triangle to voluntarily stop using lead wheel weights, and the first hybrid-service certified independent repair shop in the Triangle.” That green strategy envelops everything: from dual flush toilets, skylights and high efficiency fluorescent shop lighting to motion sensor lighting, hand dryers in bathrooms and reused building materials, Chapel Hill Tire is a model of green. And the company proudly posts its environmental scorecard on its website.

Sense of Pride As Chapel Hill natives, Britt and Marc are very proud of their roots and are active in the community. They share duties with the Chapel Hill-Carrboro Chamber of Commerce, The Foundation for a Sustainable Community, Green Plus, the East Chapel Hill Rotary, Garage Owners of

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Marc Pons accepts the “Clean & Green Award,” on behalf of Chapel Hill Tire, from TRIANGLE BUSINESS JOURNAL publisher Bryan Michael Hamilton.

North Carolina, and the Association for Corporate Growth. Over the past two years, Chapel Hill Tire has donated some $100,000 to local charities and non-profits, most focused on children like the Michelin soccer ball

program, and local arts and youth sports programs. The dealership also partnered with the Cora Food Pantry to help kick start the Porch Pick-up Program, a neighborhood program where an email is sent out outlining needed

WINNER

food items and pick-up days. All of those customer service, training, environmental, marketing and community outreach efforts have added up. Chapel Hill Tire was named 2010 Citizen of the Year by the Chapel Hill Carrboro Chamber of Commerce; earned 2011 and 2012 CHAPEL HILL NEWS Rose Awards for Best Auto Repair Facility; 2011 and 2012 INDY magazine readers choice awards for Best Auto Mechanic; 2011 CHAPEL HILL magazine readers choice award for Best Auto Repair; 2010 Green Plus Champion at the North American Sustainable Enterprise Awards; and, of course, being selected as a 2007 finalist in TIRE REVIEW magazine’s Top Shop Award. When asked why Chapel Hill Tire didn’t enter when it became eligible again in 2010, Marc says, “We knew we weren’t ready. Being a Finalist in 2007 was great, but we knew to win we had a lot of work to do.” Those diligent efforts truly did pay off. One customer at a time. ■

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aintaining a mom-and-pop shop atmosphere at a 21st century business is tough enough. But maintaining a 1950sstyle full-service gas station in 2012 is virtually unfathomable. The concept, however, wasn’t beyond the creative entrepreneurial mind of Glenn Moak, who bought out Duxler Complete Auto Care in Evanston, Ill., in 1983. Four years ago, he instigated Duxler’s purchase and renovation of an old landmark gas station. Since operating that station – which not only pumps gas for customers but also checks tire pressure, adds washer fluid and checks other fluids, all while rejecting tips – Duxler has seen a six-fold increase in the existing tire and repair business’ gross numbers. And the facility, still charging self-service prices, went from pumping 20,000 gallons of gas a month to 100,000 gallons to boot. That’s the kind of free-thinking service-mindedness that has made Duxler Complete Auto Care, owned since 2004 by Glenn’s son Brian Moak, a 2012 TIRE REVIEW Top Shop Award Finalist – and a $12.5 million company. “Competitors and other industry people thought we were crazy,” says the younger Moak, “but the idea worked, and created quite a repair business to be proud of.” 46 October 2012 | TireReview

Taking a financial risk on the appeal of extraordinary customer service wasn’t easy. Yet it wasn’t beyond comprehension to Glenn, who, according to company legend, once single-handedly worked a threemonth stretch in his garage after buying the chain, when money was too tight to afford a staff. “Doing this required a massive investment in people and a new ideal that the expense of the full-service gas would subsidize the normal expense of marketing a new location,” Brian Moak says. “What other opportunity allows for face-to-face interaction with 400 to 500 people

each and every day, where we can showcase our service and constantly exceed expectations? This created an instant buzz that spread like wildfire…This was a hit!” Money can’t buy the kind of publicity that a genuine human-interest story naturally evokes. So, not only has Duxler’s distinctive customer service been demonstrated to customers through the gas station, but its name has been plastered all over the local media because of it. “We were extremely lucky to have received these news features,” Moak says. “The fact that they were unbiased third-party reports helped

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JOANNE DRAUS KLEIN Contributing Editor

to increase Duxler’s credibility. The mentions have helped showcase some of the most unique things about Duxler, and they have helped further our branding and spread our message. They helped demonstrate that Duxler puts its money where its mouth is when it comes to service. “In other words, we’re going to clean your windshield, fill your washer fluid, check your oil and tire pressure, give you a piece of candy, and we’re not going to charge you a penny more for it.”

Spreading the Word Duxler’s unusual foray into marketing, however, isn’t limited to its gas station experience. The four-location dealership has a long list of marketing and public relations routes by which it puts out the word about its business. Unsolicited news stories, not only about its gas station, but on various promotions of natural interest, have become a

Glenn and Brian Moak (above) say people thought they were crazy to put in a full-service gas station at Duxler, but it worked.

serendipitous staple in its public relations campaign. Other routes include traditional advertising, direct mail, social media, Internet, promotions, event sponsorships, networking, board participation and “guerilla marketing” – a plethora of extra things it does to increase its public profile. It’s not surprising that Duxler even has its own staff marketing director in Julie Yusim, who networks extensively and coordinates much of its full plate of public offerings. As for its traditional advertising, Duxler Complete Auto Care once again created what Moak calls “a hit” in its cable television commercial. The spot highlights Duxler’s pre-Moak roots, dating back to 1926, and promotes the chain’s modernday adherence to old-time values in customer service and quality. “We felt that the tone of our commercial spot really captured our personality and was very recogniza-

ble, especially to people who already had an awareness of the company,” Moak says. “Several customers even said, ‘I had my back to the TV, but I heard the beginning of the commercial and I knew it was for Duxler.’” Another benefit was that the actors were actual Duxler employees and customers. This meant that friends, neighbors and other customers recognized the faces in the spots and got a kick out of seeing their favorite service advisors on the tube. Many customers would say things like…“Here’s the TV star!” Other modes of traditional advertising implemented by Duxler include direct mail coupons and ads in the Yellow Pages and newspapers – though the company again ventured beyond the typical by customizing some ads for the Chicago area’s large Russian-speaking population. “We do a substantial amount of niche marketing,” Moak explains. TireReview.com 47

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Duxler Complete Auto Care

2012 Top Shop Judges

The 2012 Tire Review Top Shop Award winner and three Finalists were selected through a rigorous multi-stage judging system. The first team of judges went through the dozens of original entries, selecting 25 semi-finalists. That group of entrants was required to provide additional entry materials and undergo a detailed review. After that round of judging, eight semi-finalists were submitted for final judging. Finalist Judges for the 2012 Top Shop Award represent a range of disciplines, including advertising and merchandising, customer service, vehicle service and service operations, business operations, and community service. Serving as judges this year were: Jody DeVere, president of women’s automotive and tire/service advice website and dealer certification service AskPatty.com.

Chuck Seeley, vice president of Canton, Ohio, marketing communications agency Crowl, Montgomery & Clark Inc.

Scott “Gonzo” Weaver, Babcox columnist, ASEcertified master technician and owner of Superior Auto Electric in Tulsa, Okla. David Swan, president of market intelligence and competitive data analyst InteliChek LLC.

Scott Shriber, former executive with Ford and now publisher of BODYSHOP BUSINESS and COUNTERMAN magazines, sister publications to TIRE REVIEW.

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“We have found that maintaining diverse messaging with a consistent message has really broadened our appeal and customer base. With an average household income of $87,500, the Russianspeaking community is among the wealthiest, most-educated groups in Chicagoland. Their lifestyle preferences and wealth make the Russian-speaking segment of Chicago an attractive target market.” Duxler supplements its traditional advertising with direct-mail campaigns, including new-customer follow-up letters featuring discount offers, recommended repair and service reminder postcards also offering discounts, and variable-data postcards for customers with older cars. Meanwhile, online and social media efforts feature e-mail blasts to customers, Groupon offerings sometimes selling as many as 800 certificates, an Angie’s List mention with an A rating, a Facebook page and Twitter handle, a YouTube channel and a smartphonefriendly mobile website. The company is continuing to improve its technological presence by hiring an outside firm to manage and optimize it, just as the dealership has contracted with a public relations firm to supplement Yusim’s work with press releases and blogging. “Technology in the shop has

never been a hurdle, it’s been an expectation. Technology in the office and in the marketing department is another story,” Moak says. “Over the past five-or-so years, we have been on a techno-driven path that has taken our very primitive yet extremely efficient methods into the 21st century. That’s not to say that our old methods are wrong. As a matter of fact, they are not. They simply don’t offer the exploded benefits of what database and customer relationship marketing can do.” Part of the key is offering quality products and service, Continental, General and Toyo tires, and a full array of vehicle repair and maintenance service by ASEcertified techs.

Keeping the Balance Technology only is progress, however, when it positively impacts human interaction. And that appears to be Duxler’s focus. “Three years ago, we employed a consulting group that came in, studied our methods, observed our strengths and helped improve our marketing abilities by bypassing our weaknesses,” says Moak, who makes a point of spending time at each location every day. “I had this group custom-create a bookkeeping back-end database that would offer marketing capabilities we could have only dreamed of. It requires that more infor-

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Duxler Complete Auto Care mation be collected, so that better historical information could be offered, and previous recommendations could be better capitalized on. From that start, we are now in the process of building this system into a front counter point-of-sale system that fits our operation, not a program we have to assimilate with. “Our methods work,” he stresses. “They promote real conversation with our customer, not just some ‘fill-in-the-blank’ process. Under no circumstances was I willing to give that up. Between our four stores, we can process 200 cars a day; we work on the simple light bulb to the incredibly complex electrical short, and our system is built around us to handle it. “We followed with a couple of phases, including the building of the original program, customer interaction, eventual customer management of their own records on our website, custom marketing solutions for each customer, and then our yearly data analytics that tell us whom to market to and what the customer with the 1999 Toyota Camry is going to respond to,” he says. “Five years ago, this wasn’t even a dream,’ Moak adds. “We didn’t actually know this capability existed!” With these new techniques and technology in the company’s proverbial back pocket, Duxler Tire forges ahead with its time-tested methods, maintaining a balance between “mom-and-pop” and “hightech.” Still present are the customer newsletters, sidewalk sales, safety and informational brochures, car care clinics, board memberships, event sponsorships and even Ladies’ Days and Duxler Days, at which the dealership donates to local not-for-profit charities including, on Ladies Day, breast cancer research. The company continues to win local awards for its public involvement and service quality, and for upholding human standards that technology alone can’t create. “I came into the business for several reasons,” Moak says. “I grew up in it, so it’s in my blood. I saw all 50 October 2012 | TireReview

the sacrifices my father had to endure and the hard work it took to grow a company. We have, as a company, gone from a one-man show to a company that experienced serious growth. We became a generational business, experienced even more serious growth, transitioned through generations and have continued to grow. All businesses have their problems and challenges, and ours usually stem from keeping up with our own ambitions. “In five years,” he adds, “we will have cultivated more mechanics and service writers, opened a couple more stores, and actively contributed to all of the communities we are involved in.”

Making it Personal In the end, no amount of savvy marketing, technological implementation or even full-service gas pumps could make Duxler Complete Auto Care a stand-out dealership in the tough Chicagoland market if it weren’t for the company’s great customer service. Duxler’s 47 staffers are expected to greet every customer and cheerfully answer phones. Service advisors typically remember customers’ names. And employees are salaried rather than on commission, encouraging them to recommend only work that the customer needs and nothing more – except when preventative

measures can be taken to avoid apparent future problems. Some of Duxler’s customer service approaches developed as a result of Moak’s own negative experiences with other garages. “I have a new certified used vehicle,” he says. “I bought the car and two days later, I had to go into the local car dealership because it was certified and covered. After my experience at the dealer, I walked away dumbfounded as to why we have such a hurdle getting newer vehicles to leave the car dealer and come to us for maintenance. “To drop off my car took 35 minutes; I had to call for information since nobody bothered to call me first. My car was there for three days, while it would have been in my shop for three hours. They talked to me like I had no clue and, to top it off, the problem wasn’t even fixed when I picked it up! It took one of my technicians two hours to fix the problem the next day. “‘Customer service’ is too much of a cliché to describe what we do,” he explains. “A person that walks into our stores is a priority, not just a customer. We take the time to learn about their family, their frustrations and their interests. It’s not just fixing cars. We get involved.” This involvement means offering rides or loaner cars to customers; using part runners to expedite

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Duxler Complete Auto Care slower car dealership deliveries; and focusing on properly educating customers, among other things. “My philosophy,” Moak says, “is that if the customer can’t go home and explain the work they had done to their significant other, then we have failed. By taking this approach and offering a complex plan of what needs to be done now, what to expect next time and maybe what to put into play for the time after that, we are helping to build a clientele that appreciates value and understands the importance of maintaining their vehicles.” In addition, Moak says the shop’s waiting rooms are comfortable, magazines are current and diverse, and customers can make themselves at home at WiFi-equipped work stations with free Starbucks coffee and flatscreen TVs. Play areas are sanitized daily, and custom Duxy the Duck beanies – featuring the company’s cute, non-threatening cartoon duck mascot – are passed out to children who come through the stores. “It’s unbelievable how many children throw temper tantrums when it’s time to leave,” he jokes. “And it’s not uncommon that we will have a customer wait for several hours for repairs to be done on his or her car.” But attention to service is as closely paid in the bays as it is at the counter. The dealership has its own Duxler Certification, set at a standard it claims is higher than anything in the industry. It focuses on continuing education, paid for by the company; continuous improvement in daily production; and a focus on “doing the right thing.” Most of Duxler’s service techs start out in general service, but are groomed by mentors into specialized certification. This year, the company also employed an organization called the Cycle of Success Institute to bring together team members and work on inefficiencies that might be obstacles to progress or profit. COSI coaches

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Duxler Complete Auto Care

In-house car care seminars for consumers – this one run by Glenn Moak – are important to Duxler’s push to be top-of-mind.

team members to identify the issues and then solve them within task forces. Nevertheless, the service-oriented foundation of Duxler Complete Auto

Care remains its Moak-family philosophies. Yusim says both Glenn and Brian “have a strong influence on the Duxler workplace and know how a business should be run. It’s clear that

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the customers are provided with a high level of satisfaction at Duxler, but the employees feel the same way.” She adds that, “many of the employees have been with Duxler for up to 20 years. This loyalty stems from management. There is a strong sense of family and camaraderie, which radiates down to the employees and the customers. When the employees are comfortable, the customer is comfortable.” “What has made this work so well,” Brian Moak says, “is that there was a father and a son who left their egos at the door and chose to do what was best for their family, their business and for each other. “Our friendship and our respect for one another were what enabled a transition that was not easy, but a transition that left a family together and a company strong.” ■

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here are no family secrets to success or tricks of the trade for Upton Tire Pros owner Mike Upton. In a little over 20 years, the Mississippian built his four-store company around the greater Jackson, Mississippi, area with a “hard work pays off” philosophy. “I truly believe that if you do something well, and you be the best that you can be at it, you can succeed. And that’s what I try to do,” said Upton. Upton Tire Pros has certainly been the best it can be, and has earned a spot as a 2012 TIRE REVIEW Top Shop Award Finalist. Upton’s business venture started in 1989, after working for Firestone for 15 years. “I had just got out of college and was looking for something to do and I had an opportunity in Jackson to work at a Firestone store,” he explained. “I worked there for about two years at the big Firestone MasterCare store downtown and then they moved me up to a position at another store in Jackson. Then they switched me to a store in Vicksburg, where I worked for about 12 years.” Equipped with all of that retail tire and service experience, Upton purchased his first store in the Jackson suburb of Brandon. “I opened that store in 1989, and then opened a second store in Madison in 2000,” he said. “We bought an existing store in 2003, and we bought our fourth store in 2004. In 20 years 56 October 2012 | TireReview

we went from one location to four.” He added that the leap from one location to two was one of the most challenging business moves he’s made to date. “We built our second store in July 2000. It was a big store and a big expense, and two weeks after we opened this big expensive store, the Ford/Firestone recall hit. We were very closely tied to Firestone, so that was a scary moment. It was a huge impact on our business, and it just wasn’t the way we wanted to have a grand opening.” Despite the rocky start, it didn’t take long for business to pick up at the second location and before long, Upton was ready to expand again. “We weren’t really trying to ex-

pand, but this other store came to us. They (the previous owners) were looking to sell it so we bought it,” he explained. “The same kind of thing happened with the fourth store.” Upton added that he’s never really been “aggressive” about expanding. Instead, he looks for good opportunities that fit in with his business.

Thankful For Team One of the many challenges of expanding is finding good help. “It’s hard because you go from doing everything yourself to having to find people to do things the way you want it,” he said. Between the four locations, Upton has a team of 60 full-time employees,

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SHANA O’MALLEY Contributing Editor

a great group of people that Upton says he’s thankful to have. While knowledge and certification are beneficial when hiring new employees, Upton says he judges character overall. “The first thing we look at

Upton Tire Pros’ headquarters store in Madison, Miss., features a bright, spacious showroom and waiting area. Tire displays are always clean and uncomplicated.

is the ‘nice’ people, people who are pleasant and people who are easy to get along with and people who will be good to our customers,” he says. “From there, we put them in our environment, see if we feel comfortable

with them and show them how we want things done.” All technicians get extensive training through the tire manufacturers that Upton uses and also obtain additional training with senior employees. “We have them follow one of our better sales people and just have them watch and observe and go from there.”

Broad Offering Most of the Upton Tire Pros stores are 50/50 split between retail tire sales and service, and Upton said he’s specific about his inventory. Tire brands offered include Michelin, BFGoodrich, Uniroyal, Bridgestone, Firestone, Cooper, Continental, General, Falken, Fuzion and Hankook. Although Mississippi’s main industry is agriculture, Upton said they don’t stock OTR, heavy truck or farm tires. “I don’t know that much about it and it’s just not our niche,” he said. “We’re strictly retail. We do passenger, TireReview.com 57

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Upton Tire Pros

light truck and SUV tires. We don’t do much more than a medium truck.” He added the American Car Care Centers and American Tire Distributors Tire Pros member does some commercial business, but doesn’t actively pursue it. On the maintenance side, Upton Tire Pros provides a wide range of service from brakes to belts and everything in between. “We do a lot of oil changes and alignments, mechanical work and diagnostic work, a little bit of everything,” he said. “We don’t rebuild transmissions but we replace engines and pretty much everything else.” The business also does tire rotation and balance, shocks and struts, air conditioning service, CV and drive axle, exhaust work, batteries, state inspections, windshield repair and offers nitrogen for tires. Each of the Upton Tire Pros locations has a different layout that coordinates with the communities in which they reside, and all stores have nice curb appeal and modern conveniences. Upton said customers usually have an “I can’t believe this is a tire store” reaction when they walk in. “If it’s their first time in one of our stores, they’re usually surprised at how modern and clean it looks,” he says. “We have offered free WiFi for many years, and we also have two computers so if they don’t have a laptop with them, they can still get on the Internet. We

have refrigerators with free waters and colas, and we have free coffee.” The waiting areas have a TV, wide range of magazines and a large play area. The Madison location also has an outdoor patio, landscaped walkways and an outdoor fountain with park benches. “We build buildings that the communities are proud of,” says Upton.

How Do We Do This? Along with the southern hospitality feel of the stores, Upton is continually finding new and unique ways to gain business. He says many of his ideas come from thinking like a customer. “I really get a lot of ideas by being a customer at other businesses,” he says. “I watch other companies and see what they’re doing and think about how can I do that at my business.” One successful idea came to Upton after having dinner out with family. “I was with my sister and my brother-inlaw at a restaurant in Jackson one day, and they had made a reservation for the restaurant online. I thought that was such a great idea.” It didn’t take long to extend the same type of service to Upton’s customers. “I met with a developer in Jackson and we met with a marketing company and together we developed and designed an online booking program, which has been a phenomenal success.” The company eased into the online Rapid Response: 800-928-1184 ext. 43059 TireReview.com 59

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Upton Tire Pros

Opportunities to make an impression are not wasted, as Upton Tire Pros’ rolling billboard and delivery truck testifies.

appointment system by initially limiting online appointments to one appointment per hour, none past 3:30 p.m. and none on Saturdays. After testing it out for a while, the company increased its online appointment options to two per hour and started taking Saturday appointments, which has helped its Saturday business. Upton added that both customers and employees like the system because it allows service to be expedited quickly and in an organized fashion. When employees arrive at the stores in the morning, they can review the appointments for that day and immediately write the work order tickets, which saves time. Customers also can set up tire installation appointments, which gives technicians the ability to pull the tires that the customer ordered before they arrive. Upton added the idea has been so successful that the online appointment developer has been able to sell the product to Tire Pros, as well as 38 dealers with 78 locations in 17 different states. Another successful idea came from the deal-of-the-day websites that offer the public discounted gift certificates to local businesses. “I didn’t like a lot of the details about it,” says Upton. “Most of all, they (the deal-of-the-day websites) get to keep most of the money and they 62 October 2012 | TireReview

hold your profit cut for a long time. So I got to thinking how we could do that ourselves.” Upton says the company has built a database of more than 16,000 e-mail addresses over its years in business, so it sent out an e-mail blast offering customers a special promotion of $100 gift cards for $50. “We opened the sale up from 11 a.m. until 1 p.m. and had a one card per person limit,” says Upton. “The first time we did it, we limited it to 100 cards. We sold out within 26 minutes.” After such a great response from

customers, Upton Tire Pros offered the promotion again this year with new specifications. “I didn’t put a limit on it this year and we decided to do it from 2 p.m. until midnight that night; we sold 283 of those.” Upton adds that he enjoys and embraces new ways to reach his customers and tries ideas that make the most sense for them. One thing that has continued to work for both customers and the company is Upton Tire Pros’ dynamic webpage. “We put a lot of time and energy into our very active website,” says Upton. “You can price tires, schedule an appointment, even ask a question. We get a lot of hits on our website.” Along with the popular appointment-scheduling feature, customers can search inventory, buy tires online, and print promotions and coupons. The “Ask Culley” button also is a popular webpage feature. “We have a technician named Culley and we have a local call-in radio show every Wednesday,” explains Upton. “Culley has become notorious in the area because of the radio station, so we decided to use his name on our Website. If people have a question about their car, they can ‘Ask Culley.’ I get the e-mail and I talk to Culley and we give them back an answer.” To make the website more smartphone friendly, the company recently developed a mobile webpage and smartphone application – one of the very first tire dealer apps in the U.S.

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With the push of a few buttons on a smartphone, customers can easily call a store location, book an appointment, request a quote, call roadside assistance and view coupons. Along with the website and smartphone app, Upton uses social media like Facebook and Twitter, and Upton says he’s always looking for ways to engage his customers. “We do it, but it’s one medium that we’re still figuring out how to use most effectively.”

three-day meetings and we share best practices, best ideas and financial information with each other so we can see how everyone is doing. We use that to better ourselves so we can

build a more successful business,” says Upton. “It’s a phenomenal group. We pay to be a member, but it’s money well spent.” In the local community, Upton is a member of Chambers of Commerce in Rankin County and Madison County, Miss. Throughout the years, the company has been active in supporting the community through sponsorship and charitable donations. “We sponsor a lot of community events and we’re all involved in our churches here, so we do it that way,” says Upton. “Our biggest charity is the Blair Batson Hospital for Children, which is connected to the University of Mississippi Medical Center in Jackson. It’s a phenomenal children’s hospital.” Last year, Upton Tire Pros ran a promotion in which it donated $5 to the hospital for every Cooper tire that was purchased. “We gave them a check for $16,000 the next month,” says Upton. “That was thrilling.”

Close Connections As a member of the ATD Tire Pros family, Upton says he has a great advantage in learning the latest marketing and business ideas from other shop owners. “We liked being hooked up with a company where you’re dealing with your peers,” he says. “They’re in business just like you, so we collectively talk to each other about our business practices and our successes and our failures. I have a wide network of friends across the U.S. and Canada from that. It’s a good program. We listen to each other and learn.” Upton is a member of the Tire Pros Regional Dealer Council and a board member of the Tire Pros National Dealer Council. He also is a member of the Tire Pros 20 Group, a peer group made up of 20 separate tire dealers in U.S. and Canada that gather and share successes, failures and ideas. “Twice a year, we all go to these Rapid Response: 800-928-1184 ext. 43063 TireReview.com 63

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Upton Tire Pros The company also sponsors an annual Sun Run to raise money for Habitat for Humanity in Jackson, an event that generates $15,000 to $20,000 a year. It also raises money for the American Red Cross and helped build a Tread Town playground, a specially designed, all-inclusive playground for children of all needs. Additionally, Upton Tire Pros supports the community via donations to silent auctions for the Jackson Symphony League, Juvenile Diabetes Research Foundation and Cystic Fibrosis. “This year, we’re probably going to use a lot of our advertising and marketing budget more toward those type of things,” says Upton. “We like to give back to the community rather than doing a commercial on TV.”

Tackling Challenges Upton says that competition with big box stores, car dealers and Internet sales always is a challenge in the industry, but believes quality customer service brings repeat business.

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“It’s a challenge, but we try to be more personal when it comes to serv-

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ice,” he says. “To me it’s like comparing a doctor to a hospital. We’re more like the doctor that you know and trust and feel comfortable with.” Upton also offers the “quick bay promise” to customers who purchase tires and book their installation online. The quick bay promise guarantees that tires will be installed properly within one hour or the customer receives a gift card to a local Jackson restaurant. Upton’s easy-going personality, strong work ethic, exceptional customer service philosophy and eye for good ideas has given him more than 20 successful years in business. He plans to continue to expand if the opportunities are right and believes any obstacle can be tackled with hard work, staying ahead of the game and offering innovative products and services for customers. With Upton, even though his business is a Top Shop Award Finalist, there is no finish line. ■

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remlins have infested Florida. At least that might be the perception of anyone working the counter at McGee Tire Stores. “We’ve had people tell us they have Gremlins in their trunk, Gremlins in their engines and even Gremlins in their tires,” says Bob Lanpher, vice president of the 27-location chain, headquartered in Lakeland, Fla. “It seems that the pesky Gremlin has caught on and replaced the typical customer descriptions of knocks, bangs, shakes, squeals and clunks with, ‘I’ve got Gremlins! Could you please make me Gremlin-free?’” All this talk of tiny mythical creatures is the result of a successful marketing campaign initiated by McGee four years ago – a campaign that not only popularized the cute and colorful animated Gremlins featured in the dealership’s television commercials, but even window clings depicting the nuisance-causing critters. Developed with the help of a local marketing agency, the campaign reflects McGee Tire’s belief in the necessity of adapting to a new consumer – and even reaching out to future generations. And the image branding accomplished by the timeless, recognizable and kid-friendly Gremlin – whose family is expected to strategically grow to include a wife and children – is continuing to bring in new customers asking, on a daily basis, that their Gremlins be whisked away. “The ‘Be Gremlin-Free with 66 October 2012 | TireReview

McGee’ campaign has proven valuable and continues to grow in recognition,” Lanpher says. But McGee wouldn’t be a 2012 TIRE REVIEW Top Shop Award Finalist if its style wasn’t supported by substance. Banishing automotive Gremlins, after all, is serious business. And it’s cultivated by McGee Tire through a motto that ultimately has more to do with management than mascots:

“Building Relationships Through Better Service.” “We have always known that we are in the customer service business first and tire and auto service business second,” Lanpher says. “Company founder John McGee pioneered that philosophy from the beginning. But the success of our company over 38 years is fully attributable to the dedicated service of those within it.

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JOANNE DRAUS KLEIN Contributing Editor

Rare is the tire dealer that can claim Gremlins for its success, but McGee Tire grew to 27 retail stores with the help of little blue creatures.

Our team is the finest in the industry, and each member strives to deliver a better experience to our customer each day. “It’s about becoming emotionally attached to each person entering our

facility,” he says. That attachment is created by management’s encouragement of staffers to graciously greet each customer with enthusiasm and excitement, and to foster a corporate atmosphere of genuine care in an in-

dustry that the company acknowledges is “shrouded in negativity.” Managers promote the concept that “customer trust begins at the retail counter with our reception and approach, and depends heavily on our ability to effectively communicate the benefits and features of a product or service.” They also tout the philosophies that “unengaged, emotionally unattached associates create disengaged customers,” and that “customers are satisfied when their needs are met, but customers are loyal when expectations are exceeded.” With those things in mind, customers are sent a follow-up e-mail and are personally telephoned to determine whether their expectations were at least met and their visit enjoyable. It all stems from a corporate culture steeped in the notion that “great customer service is 80% communication and 20% presentation.” One new way that McGee bonds TireReview.com 67

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McGee Tire Stores

Service advisor space is sharp and neat, minus the confusing clutter. Instead, the video message and price board allow customers to see tire and service options.

with consumers is through the use of monitors that allow customers, guided by team members, to interact

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digitally with vehicle systems. Customers can see for themselves – on the large, 51-inch screens – exactly

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what’s happening with their brakes, suspensions, electrical systems and other problematic areas. A menu board also allows staffers to better communicate educational information, service options and pricing to consumers, building their levels of trust and comfort. “The monitors help us explain promotions, offers, services and pricing,” Lanpher says of the 27 TV screens distributed to all stores in the company’s five Florida markets. “It engages the customer and associates at the point of sale. Plus, our TV commercials are playing, which, again, associates the customer with our brand and image. And our video-on-demand system contains a complete library of vehicle systems, enabling our associates to interact and explain car issues in a simple way. “In a society that emphasizes the use of technology,” Lanpher says, “it’s imperative to remain on the cutting edge, not only in the manner in which we deliver information to our cus-

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McGee Tire Stores

tomers, but also with the equipment that we utilize in our stores.”

Cute To Cutting-Edge Don’t let the Gremlins’ naughty innocence fool you: McGee Tire has, in fact, been a savvy pioneer in technology usage within the tire and auto service industry. The $58 million company claims to be the first tire dealership to use Facebook for tire sales directly off of its page, which reportedly has a whopping 8,300 “Likes.” The page also can be used to schedule appointments, get coupons and search for tires. Customers can even use the Facebook page to provide instant feedback to McGee Tire through a CustomerLink database, with the reviews then being fed to various search engines for posting. Among the online and social media products used over the last two years by McGee – to complement its use of traditional marketing resources like Valpak, Red Plum and coupon booklets – are Google Ad Words, Yelp and Ask. “In today’s society, customers are finding us more than ever by the use of the Internet,” Lanpher says. “In order to make McGee Tire stand out in searches, we have implemented search engine optimization efforts through companies like Tire Company Solutions. Their efforts have led to increased website traffic and ultimately enabled us to dominate lo70 October 2012 | TireReview

cally when customers are searching for reputable tire and auto service centers using industry-related keywords. In addition, we have redesigned our website to make it user-friendly. “As with all businesses,” he adds, “mistakes do happen, and 100% customer satisfaction can’t always be accomplished. When this happens, it can result in negative customer reviews that others can see on the Internet. But this allows us the opportunity to identify the problems, come up with solutions and continue to improve our business and customer service.”

McGee Tire’s use of technology, however, goes beyond marketing and customer relations and into its service bays. The dealership’s philosophy values investing in the latest state-ofthe-art equipment, including scan tools, alignment racks, tire machines and on-car brake lathes. Among the company’s newest purchases are Hunter Hawk Eye aligners, force variation balancers, tire changers, Snap-On Verus engine diagnostic equipment, and Bartech TPMS relearn tools. A new point-of-sale computer system also has been integrated at McGee Tire, allowing associates to process quotes and service tickets faster and more efficiently. It encourages customers to choose from a variety of tire and part brands, taking into consideration price and quality. Plus, paper flow, manual filing and paper usage can be streamlined into an electronic storage system, resulting in greener, more efficient and less expensive procedures. “Our industry is changing rapidly and our technicians must keep pace with changing diagnostic procedures and new ways to properly fix vehicles,” Lanpher says. “In the coming years, technology will only continue to advance and we are committed to keeping up with the latest automotive advancements. Our technicians are constantly updating current diagnostic software to the latest onboard diagnostic scan tools.

Regular manager and team meetings are a key means to communicate and share – and with 27 stores, communication is vital.

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McGee Tire Stores

“The modern car is engineered by – and ultimately controlled by – sophisticated computer systems,” he explains. “You must be able to adapt, evolve and have the equipment to interpret and diagnose the latest in auto technology. We research these advancements by attending annual conventions, where we learn about new advances in automotive technology. We also visit other local and national dealers to incorporate best practices that can be used to our advantage. “If we fail to stay ahead of the curve of technology advancement,” he summarizes, “then we fail.”

People Power

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Technology, however, is worthless without training, and McGee Tire is proactive in keeping its 260-member staff as up-to-date as its equipment. Not only does management attend and hold training sessions in several areas of business, but each McGee location also has at least one ASE Master Certified Technician on staff. All service associates are scheduled to earn at least one ASE certification per year. And team members train annually through NAPA for automotive and diesel applications. Meanwhile, upper-management associates are required to attend at least six management-development courses each year. As a result, most of them are highly certified or degreed. “Ongoing individually-focused training paths, and progressive training tactics focused on the evolving needs and demands of our customers, are critical elements to our company’s success,” Lanpher says. “We focus on

consistent technical training for our team members and believe strongly in assuring we have a highly trained ‘counter-brilliant’ sales team focused on problem-solving ability and effective initial customer contact at the front counter. “But what works for demonstrating great customer service skill today won’t necessarily be effective in meeting the needs of our customer tomorrow,” he adds. “Our training focuses on staying current with the demands of customers today while remaining progressively aggressive in searching for new ideas for the changing demographics of tomorrow. “However, driven to our core, and held in highest regard by each of our associates since our beginning – no matter what changes have come our way – is the belief that we are truly honored by each customer that honors us with their visit,” he says. “The associate-customer relationship that occurs is a remarkable testimonial of relationship-building through emotional attachment – and is truly the secret of what makes McGee Tire different from all the rest.”

Better With Age Some of these McGee Tire philosophies and approaches existed back in 1974, when John McGee purchased two OK Tire stores. Current co-owner Mike McGee proudly promotes the time-tested, down-home values by which his father lived and worked – largely revolving around human and customer relations – in one of the company’s recent TV commercials. But other approaches evolved with

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McGee Tire Stores

time, as the business grew from that two-shop operation to a 27-location chain. Lanpher says it wasn’t always a fast or easy process. “Two years after John McGee bought OK Tire, he converted the stores into Goodyear retail centers,” Lanpher begins. Even today, McGee Tire proudly offers Goodyear, KellySpringfield and Dunlop tires. “From there, McGee Tire grew slowly. Over the next 15 years, we acquired additional locations one-byone, expanding from Lakeland to as far north as Tallahassee and as far south as Venice. Our company grew greatly in 1998, with the addition of our retread facility, and so began our commercial division, which has grown into four full-blown tire and service commercial centers.” Business picked up even more in 2009, when McGee Tire purchased its first multi-location chain. And in 2011, the company scored its biggest buy-out yet, garnering the former Superior Tire’s eight stores. Now, McGee Tire is an integral part of the 27 communities it serves, offering involvement and donations to dozens of charitable and business groups, including Mike McGee’s service on several community-based boards. “The single most important thing that has contributed to our success is our investment in training our employees and providing them with the necessary knowledge, tools and equipment needed to succeed,” Lanpher says. “Not all of this success came without our fair share of trials Rapid Response: 800-928-1184 ext. 43074 74 October 2012 | TireReview

and tribulations. Over the years, we have had to close low-performing stores to ensure the continued existence of our more profitable locations. Today, we continue to seek opportunities for growth. “Our desire to grow as a company is what drives our success,” he concludes. “That fosters our innovative ideas and pushes the investments in technology that ensure customer satisfaction and drive the future success of our team.” Meanwhile, co-owner Mike McGee waxes philosophical when considering his life’s work: “Having been in the tire and automotive business for 37 years, I’ve experienced many changes in the industry,” he says, “from technological advancements in the automobile to changes in customer trends. “But the one thing that has never changed is our passion for serving our customer. This passion has carried us through nearly four decades of success. I can’t imagine having a more rewarding journey in any career than I’ve had in this one. “The people that have driven my passion for customer service within our company have also driven its success far beyond what I have imagined. I am so grateful to have learned that only when you believe you are a servant of others will they loyally support you.” And, perhaps, it doesn’t hurt to believe in Gremlins. ■

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SPECIAL FEATURE

DENISE KOETH Managing Editor dkoeth@babcox.com

Sporting Chance

Tiremakers share their sports marketing strategies – and the benefits to dealers

ore and more tire companies have opted to supplement (even replace) their motorsports sponsorship activities with forays into hockey, football, basketball – and a variety of other sports – proving that the sports marketing trend is here to stay. Since we last examined the phenomenon, tire company involvement in non-racing sports marketing has increased across the board, pointing to a positive ROI and a boost in brand awareness that tiremakers feel is well worth the time, effort and expense. But how are these sports marketing decisions made? What goes into choosing a team for sponsorship? And perhaps most important from a dealer perspective, how can a tire manufacturer’s sports marketing involvement benefit tire dealers?

Kicking Off While each tiremaker has its own selection process, the general idea is the same: examine which markets to target for boosting brand awareness, look at teams in those markets, and 76 October 2012 | TireReview

“IT BEGINS WITH WANTING OUR PREMIUM BRAND TO BE ASSOCIATED WITH PREMIUM SPORTS BRANDS IN A MARKET…” – KOPLIN proceed from there as time, budget and dealer involvement allow. “Our goal with sports sponsorships is exposure for the Toyo brand,” says Amy Coleman, Toyo Tire USA senior director of marketing, “so when considering opportunities we ask ourselves many questions: Where is the organization, team or sport headed? Is it growing? How big is the fanbase? What demographics do they reach? Is it local, regional, national or even global? Is there a dealer or other Toyo subsidiary that would also benefit from a direct relationship? Can we leverage this relationship with our dealers? Are there competitors in the space already?” She adds, “In addition to the pure business side of it, we also are looking for organizations and individuals that convey a ‘driven attitude,’ reflecting

the Toyo brand’s philosophy, ‘Driven to Perform.’” For Hankook Tire America Corp., which has in-stadium behind-homeplate advertising partnerships with 26 of the 30 Major League Baseball teams and a dasher board program with a number of NHL teams across the U.S. and Canada, it’s largely a question of geography when determining sports marketing deals. “Selecting which teams to partner with involves looking at who and where we are trying to target,” says Calvin Pak, general manager of marketing strategy. “Of the 26 MLB teams that we advertise in-stadium with, there is no single geographic region that we are focusing on. We have selected the 26 teams in a manner that gives us the greatest overall nationwide coverage and penetration. Add

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■ FEATURE: to that the bonus coverage we receive on Fox Sports, ESPN and other broadcasts and replays, and our baseball marketing activities have been successful.” According to Fred Koplin, Yokohama Tire Corp. director of marketing communications, the tiremaker formalized a sports marketing selection process in 2006, when it started the trend. “It begins with wanting our premium brand to be associated with premium sports brands in a market,” he says. “With our budget, it’s very difficult to compete on the national scale. Therefore, we established an approach that focuses our business by region or market. We look at our business, focus on a market we think has a certain criteria for success, then we ask if there are great sports brands with which we can align ourselves. Then we look at the cost and expected rate of return, and we pull the trigger. Every year, we evaluate the process.” Koplin adds that Yokohama focuses on sports marketing because it appeals to a broader segment than motorsports. “We’re proud of our long history in motorsports involvement, but at the same time, we recognize that it’s important to go beyond motorsports.” The tiremaker currently has partnerships with MLB’s New York Yankees, Los Angeles Angels and Philadelphia Phillies, plus the NFL’s Dallas Cowboys, Baltimore Ravens, New England Patriots and Chicago Bears. Kumho Tire USA’s Rick Brennan, vice president of marketing, says a large part of finding success with sports marketing is the same as anything else: “networking, finding the right people, and matching up what you want with what they want.” “At the start, we asked ‘Who can we pick that’s going to do well so that when we jump into this we can ride on the coattails of their marketing and image power?’” he explains. “It made sense for us to pick markets where the fans have a high level of emotion. It wasn’t enough just to put our sign out there – because we can do that anywhere. We’re trying to really connect emotionally a lot faster.” Brennan adds the tiremaker has used sports marketing to keep up with the evolution of the Kumho brand – from being a low price, low cost provider to a second-tier position-

ing. “We have a lot of catching up to do,” he says. “There’s a gap between our awareness and image with the consumer. We’re trying to catch that up, but do it in a way in which we can bring our retailers along.” Kumho currently has sponsorship deals with NFL’s New York Jets and Buffalo Bills, NBA’s Los Angeles Lakers and Miami Heat, University of Southern California Athletics and USSF Men’s and Women’s National Soccer teams.

SPORT MARKETING

takes more time, more effort, and more arms and legs,” he says. “To really connect and do it effectively and be complete, that takes a lot more effort. But the return can be big – not just with the consumer, but with the management of the team, as well. “When we’re out there, we mean as much to the team as they do to us,” Brennan continues. “Because we’re out there giving away items with their logo on it, we’re connecting the team with the fans who come in so it makes an even better experience for them, which elevates the circus of putting on a show, a game.” Koplin says Yokohama thinks about sports marketing in a comprehensive way, rather than just as another form of advertising. “I suspect the way we approach the analysis of the opportunity and evaluate what each component of the sponsorship contributes to the overall good is different from some of our competitors,” he says. “At Yokohama, we’ve always been kind of an underdog. We have to be a little bit smarter, we have to be more clever and we have to be closer to the customer.”

The Dealer Connection

Standing Out With so many tiremakers competing in the sports marketing arena, finding ways to stand out is a hard part of the strategy. Coleman says that in addition to traditional ad campaigns and promotions, Toyo weaves sports partners into all aspects of its business. “From appearances by UFC fighters in our booth at SEMA and at dealerships to taking UFC lightweight Anthony Pettis to the Baja 500, we are having fun with our partners,” she says. “At Baja, for example, Pettis was able to experience desert racing for the first time. In addition to giving him a memorable experience, we were able to capture great video content and photos that we shared with our fans through our website, YouTube, Facebook and other channels.” For Kumho, it’s the emotional connection Brennan says sets the tiremaker apart from its peers. “We’re really the only ones doing it because it

Koplin adds that Yokohama’s sports marketing partnerships heavily involve tire dealers, which also sets the tiremaker apart from the competition. He says it’s a big benefit to dealers who are willing to take advantage of the opportunity and promotion elements, who “leverage it by incorporating it into their local marketing plans and advertising schemes, so it freshens up their message when they’re talking to the consumer.” “We want to connect with our dealer team, but we also want to connect with the fans in the market – the dealers’ customers,” Koplin says. “The beauty of our sports marketing program is we can touch each of those components through advertising, promotions, dealer hospitality and more.” He notes that dealers who are proactive and embrace the opportunity – by using the sponsorship as part of their local marketing message – have experienced an increase in store traffic and see more customers who are interested in finding out more about the brand and the promotion. “We have to get out there and really understand what is going to help that TireReview.com 77

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SPORT MARKETING

particular dealer,” Koplin says. “We don’t have the cubic dollars to set the table and say, ‘here it is; if you want it, enjoy it.’ We really have to align everything, from our sales and marketing teams to our dealer team and sports partner.” Hankook’s Pak says dealer involvement in the tiremaker’s “Great Catch” and “Great Hit” baseball-themed consumer rebate and car giveaway promotions has been “exceptional.” He adds Hankook leverages its in-stadium efforts to support in-store promotional efforts, providing “a nice synergy between programs that complement each other.” “We have seen a high level of store participation in the promotions, which tells us that dealers and consumers have a positive opinion of the promotions,” he explains. “Since ‘tire’ is a low involvement category in terms of consumer brands, those tire brands that associate with popular sports marketing initiatives provide extra support for tire dealers when dealing with consumers in sales situations.” Kumho’s Brennan says the final – and most challenging – piece in forming a sports marketing campaign is getting a tire retailer involved. “It’s hard to get them enthusiastic,” he explains. “They’ve all got their own plan and their own way of doing things, so in order to convince them to get on board, we have to walk in with a complete package. “A dealer doesn’t have extra people that he can devote to figuring out how to use sports marketing to the best of his ability, so we have to have a solid idea for a promotional strategy and tactic package – then demonstrate 78 October 2012 | TireReview

how it works and show a dealer what he needs to do,” Brennan adds. “We do a lot of the arms and legs for the dealer to get him involved, and then we need to go in there and make sure he gets connected. It only works if he jumps on board, as well.”

Measuring ROI As with most marketing efforts, sports marketing doesn’t have a straight dollar-in, dollar-out ROI. Sales, brand awareness and social media, among other aspects, all make up part of the picture. So how exactly do tiremakers measure ROI? “In addition to the impressions and value we receive during events, we also leverage the sponsorships in our social networking activities – promotions, Twitter chats, shared content, etc.,” said Toyo’s Coleman. “On those platforms we can measure reach, engagement and more. We also have used tickets to events to help incentivize our dealers to reach specific goals or to help drive sales during sales events.” Hankook’s Pak explains the tiremaker looks at measurable items – ad values, number of impressions, cost per thousand, etc. – but also focuses on the “immeasurable values our sports marketing investment brings to us, such as emotional values.” “For instance, we connect a lot of our sports marketing initiatives with customer relationship management programs such as hospitality events to give special and rare opportunities for our dealers to experience,” he says. “Also, sports marketing provides a big boost in increasing our brand awareness efforts for consumers, as our

sports marketing investment asset values are accumulated over the years.” Yokohama looks at increases in brand awareness, sales, and either the change in attitude of tire dealers toward the brand, or the degree to which dealers supported or participated in a promotion. “We’ve seen a steady pattern of favorable results, but the magnitude of those results varies by market,” Koplin says. “I think that is due to a combination of local market factors: the team, the local dealer composition, and how well we’re all lined up and in sync. Just like a sports team, every player has a role in performing to the team’s peak. That’s the way we look at it at Yokohama – we’ve got to have the teamwork between our sales, marketing, advertising, and then very importantly, the dealer.” “Of course you always look at whether it had any impact on sales, but brand building and many of the things we’re doing may not have an impact on sales,” Kumho’s Brennan says. “We look at overall brand index awareness numbers each year. We look at the area of the country and demographics to determine if what we did actually had an impact.” He notes another way to measure ROI is by keeping in tune with the marketplace: “Do you hear a buzz? Are people talking about you?” Brennan stresses that success with sports marketing requires patience. “It takes a long time, sometimes years. We’re staring to hear, ‘This guy came in and bought Kumho tires because of what you guys did on Facebook,’ or ‘I didn’t know you before, but now I do, so I bought a set of your tires,’” he adds. “We’re starting to get people to come back after they’ve connected with us for the first time through sports marketing. We don’t get thousands of these comments a day, but it shows that we are touching people in a way that’s positive.” With so many tiremakers doing the brand awareness and demographics research – and spending significant dollars perfecting their sports marketing techniques – tire dealers should take advantage. Whether it’s professional, college or local level sports, chances are there’s an opportunity to partner with a tire manufacturer for a program in your area. ■

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TIRES FEATURE

DENISE KOETH Managing Editor dkoeth@babcox.com

Full Speed Ahead

For dealers, it’s a race to keep up with the growing all-season UHP tire segment

t’s well known that an ever-increasing number of vehicles feature performance or ultra-high performance tires as original equipment. That growing trend is a large part of what kept the UHP segment afloat during the recession, as well as creating steady growth afterward, when many tire segments were still sluggish. While the size of the UHP segment varies depending who you ask – those tiremakers polled for this article estimate the UHP segment comprises anywhere from about 9% to just over 20% of the total passenger tire market – all agree that all-season tires make up the majority of the UHP market, roughly 60% to 75%. “While higher-priced UHP tires may have been affected during the recession, the desire to get high levels of performance out of tires has not wavered,” says Goodyear’s Mike Markoff, category manager for performance tires. “So as the economy improves, there has been steady and continued growth in the category.” He adds that growth will continue, driven both by the increase in OE fitments, as well as the technology that allows tiremakers “to produce UHP tires that perform at optimum levels in wet and snow conditions.” 80 October 2012 | TireReview

To maximize customer satisfaction, dealers should poll UHP customers about their driving style and weather conditions when making a recommendation.

Michelin North America’s Doug Brown, brand category manager for UHP tires, estimates the all-season UHP category grew by about 10% in both 2010 and 2011. “We are expecting to see growth of approximately 25% worldwide over the next five years,” he adds. “We see the segment continuing to grow faster than the industry average as more and more carmakers are fitting all-season UHP tires to their performance and performance aspiring platforms,” says Tom Gravalos, vice president of marketing and OE for Pirelli Tire North America. Scott Jamieson, director of product management for Cooper, explains that an increasing number of vehicle manufacturers are using UHP tires – which he defines as W-speed-rated and above – for non-traditional UHP applications. “UHP tires are no longer dedicated to sports cars or high-end luxury performance vehicles,” he notes. “For example, the Buick Regal and LaCrosse both have an available W-speed-rated tire.” And while many sports cars and

high-end luxury vehicles come with summer UHP tires as OE, the majority of non-traditional UHP OE fitments are all-season tires. “Certain OEMs continue to look for all-season UHP tire choices,” says Robert Saul, performance product manager for Bridgestone Americas. “Tiremakers are balancing the need for these higher speed rated handling-oriented tires while still delivering lighter, more fuel-efficient tires in general.” Overall at the OE level, summer and all-season UHP fitments are roughly even, according to Michelin’s Brown, who adds that vehicles like the Mustang or Camaro may have larger volume as they typically feature both all-season (base) and summer (upper trim level) fitments. “Iconic UHP vehicles such as the Corvette continue to consistently feature summer fitments,” he adds. “We don’t see this changing dramatically, but we are mindful of some interest in providing all-season fitments for historically ‘summer-only’ applications – one recent example being the Porsche Panamera.”

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TIRES

Dealer Essentials When assisting a UHP customer in selecting the right tire, dealers must consider his or her driving personality and vehicle type, as well as the weather trends and climate. “One important factor for selecting tires is understanding the typical differences between all-season, summer and winter tires,” says Bob Liu, Continental Tire the Americas’ product manager for UHP tires. “All-season tires can be

used in all weather conditions and perform well with good tread life, but summer tires typically perform significantly better in dry and wet, while winter tires typically perform significantly better in snow and ice.” He recommends consumers looking for top-notch performance should use summer tires when temperatures are consistently above 45˚F and winter tires when temperatures are consistently below 45˚F.

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While that may be ideal, “car makers have discovered that American consumers prefer all-season tires,” Pirelli’s Gravalos says. For those who want one set of tires year-round and don’t mind giving up a little performance, all-season UHP is the next best option. “All-season UHP tires are applicable to any geographic region of North America. They offer excellent dry traction, as well as wet and snow traction,” Goodyear’s Markoff says. “Also, in addition to great traction, all-season UHP tires help provide drivers with excellent responsiveness. Bottom line, an allseason UHP tire is a performance tire that offers excellent traction in all seasons.” But it’s not just about climate and weather conditions; there are other factors that contribute to applications for all-season UHP tires in warmer areas of North America. “Dealers in the south also should consider them, since the all-season UHP alternatives often deliver superior wear life when compared to summer tires,” Bridgestone’s Saul notes. “All-season UHP tires generally have a mileage warranty, which can be a great benefit and peace of mind to a consumer,” agrees Cooper’s Jamieson, who adds that consumer choice is another reason dealers in warmer regions may want to consider stocking an allseason UHP tire lineup. “Some consumers may want a slightly softer ride from their vehicle while still maintaining elements of a performance tire.” Tire dealers should consider “how the car is going to be driven and how it was designed and developed,” Pirelli’s Gravalos says. “Vehicles today have very sophisticated electronics, suspensions and braking systems that require specific capabilities and support from the tires that are fitted to them. Many car makers like Porsche, Audi and BMW, to name a few, require that their vehicles be fitted with homologated tires for their cars.” To maximize customer satisfaction, dealers should poll UHP customers about their driving style and weather conditions when making a recommendation. “If the vehicle is going to be driven in near freezing conditions, an all-season UHP tire would be recommended,” Jamieson says. “If the customer is seeking maximum dry grip and wet

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All-season UHP tires generally have a mileage warranty, offering longer tread life than their summer counterparts. They also offer consumers a slightly softer ride while still maintaining elements of a performance tire.

performance and does not intend to use their tires in colder months, a tire with more of a summer tread compound should be recommended. “The best thing to do is ask questions and understand what the customer expects and how they intend to drive their vehicle,” he adds. “If the customer’s expectations are known in advance, the selection of the tire becomes much easier.”

Forecasting Demand While sizes continue to increase, the UHP segment has not been affected as much by SKU proliferation as the light truck or passenger touring segments have, according to Cooper’s Jamieson, who says the most popular sizes in the replacement market are still 17- and 18inch sizes – but there are a few 19- and 20-inch fitments that are quickly increasing in popularity. “My advice to dealers is to educate themselves about the types of vehicles that are in their market,” he notes. “Knowing the vehicles in their region will enable them to service their customers without delay.” He also recommends dealers align themselves with a tire distributor to quickly service those fitments not in inventory, as well as track sizes that were requested but not in inventory to identify vehicle trends for future stocking considerations. Dealers also should work with manufacturers to determine trends and assist in ordering sizes for their market, advises Continental’s Liu, who added that through the tiremaker’s Gold program, the company works with dealers “to analyze their local market and help them determine which products and

sizes to stock.” Continental also offers the Gold dealer “UHP Express,” in which up to five UHP tires (specific UHP lines only) can be priority shipped to a dealer, he adds. Bridgestone’s Saul says demand in the all-season UHP segment is transitioning to larger wheel sizes (mainly 17 inches and higher). “Dealers need to pay closer attention to the vehicle types they are servicing,” he adds. “If the fleet is newer in your area (2007 model year and newer), there is a greater likelihood customers will be looking for UHP allseason tires.” According to Michelin’s Brown, it may take only five dimensions to address 33% of the market – and another five to provide 50% coverage – “but from there, several other SKUs would be required, not taking into consideration plus sizing, split fitments and the very unique sidewall marked tires. This does provide a unique opportunity for the tire dealer in creating a market differentiation through the role of a performance-focused or specialty retailer.” As a general rule, Pirelli’s Gravalos points to six sizes as being most popular in the all-season UHP segment: 225/45R17, 235/45R17, 215/45R17, 225/50R17 and 235/55R17. Goodyear’s Markoff adds that 245/45R18 and 245/40R18 also are very common sizes. Through careful market analysis and working with individual customers to meet specific needs, tire dealers will be armed with the right products and recommendations when it comes to all-season UHP tires. And with steady growth forecasted for this segment, establishing an expert reputation is vital to keeping up with the competition. ■ Rapid Response: 800-928-1184 ext. 43083 TireReview.com 83

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SERVICE FEATURE

LARRY CARLEY Contributing Writer

Strutting Their Stuff Quick and easy to install, complete strut assemblies have become a popular item with professional technicians.

mong the most popular products today are loaded strut assemblies. Initially introduced as a product for do-it-yourselfers, complete strut assemblies have become a popular item with professional technicians, too. Why? Because they are quick and easy to install. Time is money, and the faster a shop can turn around a strut replacement job, the more billable hours it can squeeze into the workday. Loaded struts came about as a solution for do-it-yourselfers who wanted to replace the struts on their vehicles. The main obstacle that had to be overcome for the do-it-yourselfer was creating a ready-to-install strut that did not require a spring compressor. Most DIYers could not justify the cost to buy a strut spring compressor for what would probably be a one-time repair job. The only other option left for the DIYer would 84 October 2012 | TireReview

be to rent a spring compressor from a rental store (if he could find the correct type of spring compressor for a strut, along with the proper spring adapters), or take his old strut assembly to a repair shop or parts store to have it disassembled and rebuilt (a service that few provided). In 2003, Monroe launched its Quick Strut product line. It was a short line (only 23 SKUs) aimed at the fastestmoving applications for DIYers. The line quickly became popular with professional technicians, and has since grown to 150 SKUs, with more on the way. Monroe Quick Struts come with a limited lifetime warranty. Other aftermarket suppliers, including Federal-Mogul, Gabriel, KYB, Raybestos and others, also have seen the advantages of the ready-to-install strut, and are now offering loaded strut assemblies in their product lines. We also are seeing a lot of low-cost loaded strut assemblies coming into

the U.S. from offshore suppliers in China. Many of these strut assemblies are reverse-engineered knock-offs that are being sold on the Internet by distributors as private label or noname products. One major domestic

>TAKEAWAYS • WATCH STRUT QUALITY • POOR RIDE CONTROL, SAGGING, LEAKS ARE CHIEF COMPLAINTS • NO SPECIAL TOOLS NEEDED TO INSTALL LOADED STRUTS • USE CAUTION WHEN REPLACING • CHECK ALIGNMENT AFTER

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supplier of loaded struts says buyers should be aware of these cheaply priced strut assemblies because they often have springs that are made of poor-quality steel and do not match the spring rate (stiffness) of the original equipment springs. This may have an adverse effect on ride height, which affects wheel alignment, tire wear and handling. Poorquality, uncoated steel springs also are at increased risk for breakage and spring failure.

Why Struts? MacPherson strut suspensions started appearing on cars back in the late 1970s as an alternative to the traditional short long arm suspension. Struts were first used on import cars, followed by small domestic frontwheel drive cars like the Ford Escort, Dodge Omni and GM X-cars. When Dodge introduced the front-wheel drive minivan in 1984, it also was fitted with MacPherson struts up front. Today, you will find struts used on a wide variety of vehicles, including passenger cars, crossover SUVs and even some full-size SUVs and pickup trucks. The strut was invented by Earl MacPherson (thus the name given to the component). Replacing the upper control arm, ball joint, shock absorber and coil spring with a strut assembly simplifies the front suspension. It’s the perfect packaging solution for front-wheel drive and unibody construction. That’s why struts are used so widely throughout the automotive industry. A MacPherson strut is a structural component in the suspension. It also serves as the steering pivot for each front wheel, and it supports the weight of the vehicle via the spring that is wrapped around it. The shock dampening elements inside the strut housing provide the ride control function of an oversized shock absorber. The upper end of a strut is mounted in a strut tower that is part of the inner fender panel. The lower end of each strut attaches to the steering knuckle. This makes alignment easier because only the lower or upper end of the strut (depending on the application) has to be moved in or out to change camber alignment. On some vehicles, the upper end of the strut also can be moved fore or aft to change caster alignment. Struts also are used in the rear sus-

pensions of many vehicles for similar reasons. By combining the spring and shock absorber into one assembly, the rear suspension can be more compact to provide more trunk room. Struts also may allow more suspension travel without bottoming out.

Why a Loaded Strut? Besides the time-saving and convenience factors of providing a readyto-install strut assembly, a loaded strut renews ALL of the strut components, not just the strut housing with the shock absorbing components. With a single part number, you get everything a tech needs. There are no extra parts to order and no unnecessary trips back to the parts store for parts that may have been forgotten or overlooked. Yes, it requires more inventory for your supplier and there is some duplication with struts, springs and other related parts already in inventory. But if a driver needs a loaded strut and you can’t provide it, you may lose the sale.

When to Replace? High-mileage struts may be replaced for a variety of reasons. Poor ride control or fluid leakage are two common reasons, but strut replacement also may be required or recommended if a spring is sagging or broken, if a vehicle is handling poorly, if the strut is bent due to collision damage, or if a vehicle is experiencing a steering problem or suspension noise. The upper bearing plate that serves as the upper steering pivot and connects the strut to the chassis is an often-overlooked (and troublesome) component. If the old bearing plate is reused, there’s a chance that wear and corrosion can cause problems down the road – even if it appears to still be in good condition. After 50,000 or more miles of driving, the bearing plate often is worn and causing noise or steering problems. Symptoms of a bad upper strut bearing plate can include increased steering stiffness, poor steering return after turning a corner and suspension noise. Most struts today are gas-charged to reduce aeration and fluid foaming for more consistent ride control. As the miles add up, the sliding friction between the piston rod and seal in the top of the shock or strut wears the Rapid Response: 800-928-1184 ext. 43085 TireReview.com 85

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SERVICE

seal. Eventually, the seal begins to leak, allowing the gas charge inside the strut to slowly escape. The seal also may leak fluid, and once fluid is lost, the strut can no longer provide any suspension dampening or control. Worn struts and shocks can cause uneven, cupped tire wear, increase the wear on other steering and suspension components and cause noise, steering and handling problems. They

also can increase the distance it takes to stop a vehicle on a rough road. Another reason for replacing a strut and going with a complete strut assembly is that it includes a brand new spring. The spring could be replaced separately on the original strut, but chances are the shock absorbing elements in the strut are probably showing their age and should be replaced to restore like-new ride control and handling.

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All springs sag with age. Highmileage springs typically weaken with age, and may no longer meet the original ride height requirements. Corrosion also can be a problem because it weakens a spring and increases the risk of breakage. The protective plastic coating that is applied to many late model springs can chip, crack and peel away, exposing the bare steel underneath to corrosion. Replacing the old spring with a brand new one eliminates the potential for trouble down the road. Loaded struts also include new spring isolators and bumpers. On many struts, a thin rubber isolator is placed between the spring and the upper and/or lower spring seat to dampen suspension noise. A larger rubber jounce bumper also may be located around the upper strut rod to cushion the strut in case it bottoms out. Rubber parts harden with age, and often crack and fail. This can make a strut noisy if old parts are reused. A complete strut assembly also saves the technician time because the old spring does not have to be disassembled and reassembled. Normally, this task takes about seven to 10 minutes depending on the strut and the type of compressor used. Obviously, a pneumatic compressor or one that can be tightened with an impact wrench is much faster to use than a manual compressor that requires tightening by a hand wrench or ratchet. A 10 minute time savings may not seem like much, but multiplied by two or four, it adds up. Anything that eliminates extra work and makes a technician’s job easier is going to be a hit. There’s also less danger involved with installing a loaded strut. The spring in a MacPherson strut assembly exerts considerable pressure against the spring seat and upper bearing plate. This is why a spring compressor must be used to disassemble and reassemble struts. If used properly, spring compressors are perfectly safe. But if someone is hurrying and does not get the compressor positioned properly around the spring, there’s a potential it might slip and spring loose with considerable force, possibly injuring anyone who is standing nearby. Newer techs should always be

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A loaded strut includes all strut components, so with a single part number, a customer gets everything he or she needs.

warned to never remove the large nut on the top of a strut without first compressing the spring with a spring compressor. If they are not aware of this, they could be in for a nasty surprise!

Installation Tips Unless a strut is being replaced because of collision damage or a broken spring, you should recommend replacing both struts as a pair. This will maintain even ride height and ride control side-to-side. No special tools, other than hand tools, are required to change a pair of loaded struts. However, on applications where there is no separate upper wishbone control arm to maintain wheel alignment, replacing a strut or pair of struts always requires checking and adjusting wheel alignment after the new struts have been installed. Removing the original strut destroys the original alignment adjustments, even if the position of the

lower strut camber bolts are marked prior to disconnecting and removing the struts. If alignment is not checked and reset to specifications, a customerâ&#x20AC;&#x2122;s vehicle could have front wheels that are out of camber and/or caster alignment. Camber misalignment can cause a vehicle to pull to one side, as well as increased shoulder wear on the affected tire. Caster misalignment can affect steering effort, steering return and high-speed stability. If a vehicle lacks factory camber/caster adjustments, aftermarket camber/caster kits with upper adjustment plates or offset control arm bushings may be available to correct wheel alignment as needed. Other parts your customer may require when replacing a set of struts include brake fluid (if brake lines have to be opened or disconnected), and other steering and suspension parts such as tie rod ends, lower ball joints or control arm bushings. â&#x2013; Rapid Response: 800-928-1184 ext. 43087 TireReview.com 87

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TIRES

TPMS

Do You Really Know Thy TPMS?

Cut comebacks and boost profits by following the 11 Commandments of proper TPMS service.

1. Every time a stem-mounted TPMS sensor is removed from a wheel, it must be serviced, no ifs, ands or buts. This goes for sensors that are six months old or six years old. And do not reuse seals or valve caps.

5. Never reuse the seals/grommets. Never. Two grommets seal the sensor and nut to the wheel. Grommets conform to the mating surface of the wheel. The instant the nut is torqued, the seal/grommet starts to take on the shape of the surfaces it is sealing against. This memory cannot be erased. If the seal is reused, it could cause a slow leak.

2. Always use a new kit. The typical kit includes a nut, valve core, grommets and valve cap. Each component has a specific function and lifespan that is not only determined by time, but what happens when â&#x20AC;&#x201C; and after â&#x20AC;&#x201C; it is installed. 3. Buy an assortment of TPMS sensor service kits. If your shop sells even a few tires a week, you should stock an assortment of service kits. Most TPMS toolmakers and tire service product suppliers have an assortment of common kits you will need to handle most vehicles. Not having the right parts to service sensors might result in a car stuck in a bay that could be used for other repairs.

6. Always use a torque wrench. As stated in Commandments 4 and 5, the nut and seal/grommet are one-use items. The torque specifications are measured in inch-pounds and not foot-pounds for a reason. The nuts are made of aluminum and will strip. The hollow stems can take only so much abuse before they break. There are many solid TPMS sensor torque wrenches available on the market. Buy one and keep it in good calibration. When you are using a tire changer, always be aware where the TPMS sensor is located and avoid all possible contact with shovels, bead breakers and tire irons.

4. Never reuse the nut. TPMS fastener nuts are designed in anodized aluminum to eliminate the contact of two dissimilar metals that would create galvanic corrosion and material deterioration. The nut has a bonded lubricant to help provide the proper torque required for seating a new grommet, in addition to the engineered advantages. If a nut is reused, 88 October 2012 | TireReview

ANDREW MARKEL Contributing Editor amarkel@babcox.com

the anodized surface may be scratched away and corrosion could occur between the sensor, wheel and the stem. It may even make the nut impossible to torque to the correct specifications or to remove due to corrosion on the threads.

7. The leak cannot be eliminated by tightening the nut more. Sealing grommets are engineered to work at a specific torque. Any torque above the specified value will cause the seal to leak. Also, extra force may damage the nut or valve stem, or fracture the sensor body. 8. Never reuse the valve stem or core. Replacing the valve stem core on TPMS sensors prevents leaks. With stems, the elastomeric rubber and

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TPMS

plastics degrade over time due to heat. The valve stem is subjected to heat from both the brakes and the road. Also, a torque-calibrated driver should be used to tighten the valve core. 9. Always use the valve core that is in the kit. A TPMS valve core is nickel-plated and prevents galvanic corrosion to ensure the integrity of the primary seal. To prevent galvanic corrosion, never use a brass valve

EVERY TIME A STEMMOUNTED TPMS SENSOR IS REMOVED FROM A WHEEL, IT MUST BE SERVICED, NO IFS, ANDS OR

Nine Tips to Cut TPMS Comebacks and Improve Productivity >> If it is Out, it Doesn’t Mean it Will Stay Out Even if the TPMS light is out when the vehicle leaves the service bay, it does not mean the light will not come on later. Usually, this happens when the customer is driving home. According to NHTSA TPMS rules, once a vehicle is started, it can take up to 20 minutes before the TPMS system activates and is ready to alert the driver there is an inflation problem. The “problem” could be air loss, system errors or a sensor that was damaged, perhaps during a demount/mount. This is why looking up the service procedure is required if you are performing any TPMS work, and you will need to perform a little bit of quality control after the repair.

BUTS.

>> Stem Identification In the past three years, there has been a shift to rubber valve stems by Ford, GM and other carmakers. At first glance, they look just like the valve stems from a non-TPMS vehicle. But, the cap will be longer and the stem will have more threads when compared to a conventional stem. This can help a tech avoid damaging a sensor by accidentally pulling the stem. But regardless of the valve stem’s appearance, every model year 2007 and later vehicle has a TPMS system. >> No More Soap and Water Obviously, dry air and humid air have different properties. TPMS

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sensors are calibrated to deal with normal ranges of humidity found in the real world. But, if water is trapped inside the tire, it can change how the pressure relates to temperature. Humidity or the amount of moisture in the atmosphere changes the density of air. Surprisingly, more moisture results in lower air density. At high humidity, the air density inside the tire decreases due to the reduced mass in a given volume. This will cause the TPMS light to come on sooner as the tire cools or heats up. If your shop is using a solution of soap and water to help in the mounting of tires, you could be leaving enough water inside the tire to change how the pressures react under changing temperatures. Use only mounting paste. The price of a small bucket of paste is less than the cost of a comeback. >> Proper Inflation The inflation pressure shown on the door jamb placard or in the owner’s manual is for cold tires (sitting for at least three hours). If you have a customer who brought their vehicle in for an oil change and is waiting for the service to be completed, you may not have the time necessary to properly inflate and check their tires. You can try adding 2-4 psi to the recommended placard inflation because the tires are hot, and ask the customer to check their inflation pressures the following morning. This can prevent the light from coming on after the tires cool down. >> Spare Moment Before you start a relearn procedure on TPMS sensors, check to see if the spare tire has a sensor. Often, the service information will make the relearn procedures generic so it can be used for a variety of models. Usually the spare is the last sensor to be tested in a relearn procedure. This can be frustrating because it may seem like the vehicle will not relearn the new positions, when actually it is waiting to get information from the spare.

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core with an aluminum TPMS sensor. Instead, always use a nickelplated valve core. It is usually the only one – and the correct one – in the kit. If the wrong valve core is used, accelerated galvanic corrosion could result in the core becoming “frozen” and seized, stuck in the stem, unable to be removed. Also, TPMS valve cores have special Teflon coatings that help seat and seal the stem. 10. Set the correct tire pressure. Oddly, this often is overlooked. Seasonal temperature changes can dramatically alter tire pressure, which can cause the tire pressure warning lamp to illuminate. “Cold” tire pressure is generally considered to be the pressure in a tire that has not been driven in the past three hours and has been parked outdoors. Remember that tire pressure drops about 1 psi for every 10˚F drop in ambient temperature. Additionally, tires lose as much as 1.5 psi per month as air naturally permeates the tire and wheel. 11. Take extra care when mounting and dismounting tires. When you are using a tire changer, always be aware where the TPMS sensor is located and avoid all possible contact with shovels, bead breakers and tire irons. With some vehicles, the sensor is not located at the valve stem area, so make sure you double check each make and model. ■

>> Record Sensor IDs If you are installing new tires with new sensors, it is a good idea to record the sensor ID numbers and positions before the new tires are mounted. Some vehicle makes – including Nissan, Toyota and Honda vehicles – require that the sensor IDs be entered into the TPMS module through the DLC. This can really save time if something goes wrong during the relearn process and a sensor is not showing up in the memory. >> Invest in Training Training is one of the most important investments you can make. Two key reasons: First, proper training helps your techs to prevent damage to sensors and reduce diagnosis and relearn problems. Second, proper training prevents you from sending a customer to a car dealer, where they could be lost forever. In fact, training will make yours the “go-to” store for TPMS issues, and car dealers will be sending trouble vehicles your way. TPMS is always changing, so constant training updates are required to keep up with new systems and sensors. >> Storage Mode Frustration Technicians can become frustrated by new sensors stuck in storage or “super sleep” mode. Sensor makers are putting sensors in this mode to increase their shelf life by conserving

A TPMS valve core is nickel-plated and prevents galvanic corrosion to ensure the integrity of the primary seal.

the battery. Waking up a new sensor may require a rapid deflation or driving. Check the service information or the sensor’s manufacturer information. >> Be Patient When a relearn process is started, vehicles want only one sensor talking at a time. Sometimes all of the sensors are active and sending out signals because the vehicle was repositioned or there is radio interference. For the sensors to go into a sleep mode, the car has to be still for a set amount of time (which varies from vehicle to vehicle). If you are having a difficult time with a relearn procedure, let the vehicle sit for 20 minutes. This should put the sensors into sleep mode, and then you can turn the sensors on one at a time so the IDs and positions can be read by the TPMS system. >> Chuck the Chuck If you work on light and heavy vehicles, the long-style air chuck common for larger trucks should not be used on passenger vehicles. These chucks can create enough leverage to bend or break an aluminum stem. ■

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TIRES

TIRE TECH

The Right Torque Procedures T

he clamping force created by fasteners is what allows wheels to function properly. All fasteners are intended to stretch slightly when tightened. This stretch is measured indirectly by the torque (measured in foot-pounds) required to turn the fastener. If the wheel fasteners are not tightened properly, the wheel may loosen, resulting in wheel damage or, in the worst case, the wheel separating from the vehicle – a wheel-off. The consequences of a wheel-off can be staggering; liability claims have run into the millions. As a result, some people over-tighten wheel fasteners. Unfortunately, over-tightening is a huge problem and can be as unsafe as under-tightening. Over-tightening stretches the stud or bolt past its yield level. Once stretched past its yield level, a fastener will not return to its original dimensions. It is permanently weakened and it may

Avoid heavy liabilities associated with wheeloffs by establishing a proper torque program.

break during installation or when the wheel is being removed. Even if it does not break, the weakened fastener may no longer hold the wheel securely.

RICH ASHLEY Contributing Writer

tener should be easy to turn by hand until it meets the wheel’s fastener seat. Wheel fastener torque must be set to the recommended specification for the

Torque sticks are useful, but they are no substitute for final torquing using a calibrated torque wrench.

>TAKEAWAYS • ALWAYS CHECK WHEELS • QUICKLY ADDRESS DAMAGE • CLEAN GRIT AND DIRT FROM THREADS – DON’T USE OIL • TIGHTEN BY HAND FIRST • USE STAR PATTERN • FINAL TORQUE TO SPECS 94 October 2012 | TireReview

Proper Install A proper installation begins with checking the wheels, fasteners and mounting faces of the hubs and wheels for dirt, rust or damage. Use a wire brush to remove debris and rust and then replace any damaged parts. For obvious reasons, avoid cleaners that contain lubricants. Make sure there is nothing that has the potential of vibrating loose or affecting the clamping force between the wheel and the hub. A thread chaser or tap should be used to remove any burrs or obstructions on the threads. The fas-

particular vehicle. Torque specifications are typically for clean threads that are free of dirt, grit and foreign materials, including lubricants (heavy-duty trucks are an exception, 30 weight motor oil is specified for hub-pilot style lugs). Lubricants change the properties of a fastener and it will not torque the way it was designed. Despite cautions against the use of lubricants, the use of anti-seize compound is popular, especially in areas where corrosion is a problem. If applying anti-seize, it is important that it only be applied to the fasteners, not the stud.

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The anti-seize compound must not be used on either the seat of the hardware or on the wheel. The seat of the fastener is the main point of friction where torque is measured, so extreme caution must be used as excess anti-seize compound can either drip or be pushed onto the fastener seat, resulting in inaccurate torque values. Next install the wheel, being sure to hold it tightly to the hub, and handtighten the fasteners. Once the fasteners are all started, the use of a tool with limited torque is recommended for consistency. Tighten the fasteners following the traditional star pattern sequence shown at the right. This is very important even at the pre-torque stage. At this point, all that’s needed is to get all of the hardware even, with no looseness or wobble in the wheel – 50 to 60 foot-pounds is enough for a good, snug fit.

Final Torque Brace the wheel to prepare it for final torque. Especially on heavy vehicles with high torque specifications, com-

96 October 2012 | TireReview

pletely lowering the vehicle and putting all of its weight on the wheels is not recommended. Only lower it down enough to prevent the wheel from rotating during final torque. Wheel chocks can be used if necessary to lock the wheel in place. Before applying final torque, set the torque wrench to the specifications provided by the wheel or vehicle manufacturer. Torque specifications vary widely, but the manufacturer’s recommendation will always be When tightening fasteners, follow the traditional star a safe bet. The star pattern pattern sequence shown here. This is an important sequence should be used step, even in the pre-torque stage. until all of the fasteners are tightened to the specified torque. It’s best to have a regular procedure and those procedures must be followed that’s used on every vehicle. By doing it every time. A regular procedure that is followed can be an important shield the same way every time, all of the wheels on every vehicle will be done against liability claims. A procedure exactly the same. It’s important to be that is not followed is a smoking gun consistent; everybody in the shop needs for a plaintiff’s attorney. to know how wheels are to be mounted Resist the temptation of giving the

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wrench an extra click or two. On some cars, exceeding the torque value by 3040 foot pounds will ruin the fasteners. That extra push defeats the purpose of the torque wrench. When it clicks (or, if it’s electronic, does whatever it does to signal the proper torque has been achieved), stop. Many dealers have adopted practices to ensure proper star pattern sequence tightening, the use of suitable sockets and verification of accurate torque. In some shops, a second technician or a supervisor verifies that all of the fasteners have been properly tightened. At an even higher level of sophistication are the fairly new electronic systems that keep a record of the technician, date, time and torque applied. Especially when installing new wheels, the wheel fasteners should be re-torqued after 25 to 100 miles. The clamping force may have changed

Calibrating Torque Tools is Vital According to the experts at Team Torque, implementing a torque program takes little time and is well worth the effort. Tire dealers with a torque program see drastically reduced wheel-offs, reduced concerns with customers and reduced company liability exposure – but everything starts with properly calibrated torque wrenches. To determine the calibration cycle of your shop’s torque wrenches, you must consider the manufacturer’s recommended calibration cycle (generally 5,000 clicks or annually), the number of wheel services performed per day requiring the use of a torque wrench, the total number of wheel fasteners torqued, and how many torque wrenches your shop is using. Example: 50 cars a day x 4 wheels x 5 fasteners per wheel = 1,000 clicks per day. 5,000 maximum clicks per wrench, divided by 1,000 clicks per day = every 5 days this wrench should be calibrated. 5 wrenches in one shop = monthly calibration needed for all 5 wrenches. Ongoing ISO:17025 calibration and repair of torque wrenches is a good start. Other best practices include a documented torquing process and training on proper tool usage.

98 October 2012 | TireReview

since the initial installation due to metal compression or elongation, and thermal stresses can affect the wheels. Parts will seat themselves and fastener torque may drop. Wheels should cool to ambient temperature before rechecking torque. All that is necessary is to loosen and retighten each fastener to the specified torque, in sequence. Some shops suggest that customers bring their vehicles back for re-torquing whenever the wheels are removed and replaced. They believe that retightening wheels gives the shop an opportunity to build its reputation for thoroughness and safety.

Tool Options What about torque sticks? A torque stick is used with an air impact wrench to avoid over-tightening fasteners when installing wheels. Torque sticks work by flexing (like a torsion bar) when a torque limit is reached. When the stick flexes, it resists further tightening of the fastener. The thicker the torque sticks, the higher the torque to the fastener. Torque sticks are useful, but they are no substitute for final torquing using a calibrated torque wrench. The proper procedure for using a torque stick begins with hand-tightening the fasteners. Then use the proper torque stick on an impact gun to tighten the wheel until there is tension on the fasteners and the wheel pulls up tight. Lightly go over the fasteners again to tighten them a little more. Then tighten each fastener again until it stops moving. Then drop the vehicle to prevent the wheel from turning and use a torque wrench to do the final torquing. There are some very important cautions when using torque sticks. First, they should not be used to get to anywhere near final torque. Select a torque stick rated for about 2/3 of the final torque and then finish the last 1/3 of the specified torque with a torque wrench. If the fasteners don’t move with a torque wrench before the click for final torque, there is a problem or the fastener has been over-tightened. Many techs don’t realize that torque sticks are designed for a limited range of torque input. They must be used with an impact wrench, and if an impact tool with too high, or too low, of a setting is used, the torque stick will still over-torque the fasteners and may cause damage.

The impact gun must be set to a specific torque range and the air supply and pressure must remain constant. Also, different torque sticks often will require different impact wrench settings. It is unrealistic to expect a wrench/torque stick combination to be accurate without checking the impact wrench setting. An impact wrench can be calibrated by first using a torque wrench to tighten a nut to the torque that matches the torque stick. Then, connect the air supply to the impact gun using an air regulator with repeatable settings. While using the torque stick, increase the air pressure to the impact wrench until the nut just moves. Reduce the air pressure slightly, and then tighten another nut. Verify the actual torque on the second nut with a torque wrench. Air pressure can be fine-tuned to obtain the accuracy desired. By using this particular air pressure, impact wrench setting and torque stick set, consistent results are possible. Custom wheels pose unique challenges due to the wide range of products available. First, make sure the wheel is structurally sound and that any spacers, centering rings or adapting hardware is in place and functional. Since the thickness of a custom wheel can differ from original equipment, also verify that the fasteners will properly engage the threads. The chart below illustrates the number of turns necessary for adequate depth of engagement. Lug Size

Minimum Engagement Turns

12x1.5mm

6.5

12x1.25mm

14x1.5mm

7.5

14x1.25mm

7/16-inch

1/2-inch

9/16-inch

The importance of following proper torquing procedures cannot be overstated, especially when working with custom wheels. ■

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TIRES

TRUCK

Fleet Tire Evaluation Basics O

ne of the goals for every commercial trucking fleet is to keep the tire budget in check. The top maintenance cost next to fuel, after all, is always tires and retreads. Fleets typically count on a dealer to recommend the best tires when it comes to the application â&#x20AC;&#x201C; the best combination of removal miles, retreadability, traction and fuel economy. In general, that means the most cost effective new tire and retread on steer, drive and trailer wheel positions. The best tire choice depends on the specific tractor make/model and service vocation. Every fleet is different and it is impossible to recommend a specific tire combination that is going to be most effective, unless a fleet runs its own internal tire evaluation. Just because Tire A worked best for Fleet A does not mean that the same tire will be a winner for Fleet B. The only way for a fleet to judge if that new drive tire will really be successful is to run a serious tire evaluation. Understanding the basics of a tire evaluation is a real art and takes a lot of hard work, not only to design a proper field evaluation, but to then go ahead and collect and analyze the results one, two or even three years after the test was implemented. Before you even can think about starting a tire evaluation, it is really helpful to know your current tire performance baseline for each current tire make/model combination for the various axles. If some vehicles are running in line-haul service and travel coast to coast, then those tires will have a different performance baseline vs. the same tires running on vehicles in 100 October 2012 | TireReview

Help customers control their truck tire budgets by setting up a thorough evaluation process.

more local or regional service. Treadwear measured in miles/32inch, removal miles, casing retreadability and vehicle fuel economy data are the most important parameters. Removal miles are obviously impor-

AL COHN Contributing Editor

started off with 26/32-inch. The common denominator is the number of miles gained per 32nd of an inch of wear. (And remember that you cannot run a tire down to 0/32-inch!) Tire A might be great for tread-

When comparing tread in a tire analysis, the common denominator is the number of miles gained per 32nd of an inch of wear.

tant, and steps are going to have to be taken to get an accurate measure. Wheel-end odometers are the best option, or you can simply use the tractor odometer, provided that the tractor and trailer remain mated throughout the test (not likely) and that all 18 wheel positions start with fresh rubber (also not likely). Even with accurate overall mileage, you canâ&#x20AC;&#x2122;t compare one tire design to another unless you have accurate treadwear data measured in miles/32inch. A common error is for a fleet to forget that Tire A began with 30/32inch of tread depth while Tire B

wear, but if there are casing durability issues and it has a low retread success rate, that is critical information that will adversely affect the tire budget.

Addressing Variables Everyone knows fuel prices are higher, and they have been that way for quite some time. So maximizing vehicle fuel economy remains an important consideration when determining which tires your fleet customer should be running. Measured in miles/gallon, fuel economy is the other baseline that needs to be established before initiat-

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ing a new tire evaluation. Even a 1% or 2% savings in fuel could offset price premiums associated with fuel-efficient tires. Dealers also have to look at balance; a more fuel-efficient tire may deliver lower removal mileage, but the savings associated with increased fuel efficiency could be enough to more than offset any losses in treadwear.

ditions. Many fleets have what they call “dedicated runs,” which is the best group of vehicles for running a tire evaluation. The big variable that can dramatically impact how a tire performs is the driver. A recent industry study showed that the driver has an 11% impact on the vehicle when it comes to line-haul service and 35% on vehicles

THE ONLY WAY FOR A FLEET TO JUDGE IF THAT NEW DRIVE, STEER OR TRAILER TIRE WILL BE SUCCESSFUL IS TO RUN A SERIOUS TIRE EVALUATION. The key to designing a successful tire evaluation for your fleet customers is to minimize as many variables that could affect tire performance as possible. Vehicle make/model, aerodynamic features such as trailer side skirts/nose cones, routes, loads and driving style will all affect tire performance. It is best simply to choose one specific tractor and trailer combination that will typically travel on similar routes and con-

102 October 2012 | TireReview

traveling in urban environments with excessive turning and braking. Every fleet has good and not-so-good drivers. It’s best to choose experienced drivers for a tire evaluation as they tend to be a lot easier on tires, especially in city vocations. A variable that most fleets forget to consider is the weather. In the heat of the summer, tires will tend to wear out more quickly vs. during the win-

Rapid Response: 800-928-1184 ext. 43102

ter. When you decide to initiate a tire evaluation, make sure all the tires in the test get mounted within a 30-day period to minimize this effect. If the tire evaluation includes trailer tires, then life becomes even more challenging. Unless the tractor is married to the trailer, there will be different drivers pulling the trailers just about every day. The result is another variable that must be taken into account.

Sample Size Let’s assume you have a solid historic baseline of tire performance for your fleet customer. You also have determined how important variables will affect the tire results and you have chosen a specific group of vehicles traveling under similar conditions to minimize those variables (as best as possible). The next step is to come up with an evaluation sample size. How many vehicles (tractors/trailers) do you need to equip with the tires you want to evaluate to make any evaluation meaningful? The goal at the end of the evaluation, which can last two or three years, is to

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have a statistically sound result by which you and the fleet can make an intelligent decision. According to the Technology Maintenance Council (TMC) of the American Trucking Associations, a sample size of 30 vehicles will give you a result that is statistically significant so that you don’t have to be concerned about the uncontrollable variables.

>TAKEAWAYS • EVALUATE TO RECOMMEND • MEASURE TREADWEAR, FUEL ECONOMY, RETREADABILITY & REMOVAL MILEAGE • CONTROL ENVIRONMENT • NEED DRIVER COOPERATION • KEEP UP MAINTENANCE

With smaller fleets, you will have to accept a smaller sample size and do the best you can to minimize the variables that can have a negative impact on real-world data. One more thing: Before the tire evaluation gets underway, it also is a good idea to advise both drivers and mechanics. You want their buy-in and to get their feedback when it comes to tire performance. Their comments and observations are important considerations when determining if Tire A or Tire B is best for your customer’s fleet operations. In addition, you will need them to make sure the test tractors and trailers are kept in the same condition throughout the test period as they were at the start, and that any significant mechanical issues that might impact the test are reported and accounted for. You also will need to inspect tires throughout the course of the evaluation. This is very important, as tires may be damaged by a road hazard or may be sent out for a nail hole repair and be removed from the vehicle. Recording treadwear on a regular interval

of every one or two months will ensure that you at least have the miles/32-inch treadwear data in case the tire disappears from service and is not available for final inspection and measurements when it is worn out. When the tires do come out of service and final measurements are recorded – including tread depth and wear appearance – the test is not yet over. Since just about every fleet retreads, these worn casings will need to be sent out for retreading. The fleet and/or dealer will need to work with their retreader to ensure that retread data is recorded on those casings. Whatever problems come up during the process, from initial inspection through curing, need to be detailed in reports. As you can see, designing and implementing a successful tire evaluation is not as simple as installing a few tires and seeing how they did a few years later. It takes a significant amount of time, labor and money to really learn something from a tire evaluation and to help a fleet customer make the right purchase decision for its bottom line and yours. ■

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The High-Performance Tire & Auto Service Business Sales & Customer Service Training Program

!!! ATTENTION TIRE DEALER & AUTO SERVICE BUSINESSES !!! ARE YOU READY TO TAKE YOUR SALES AND PROFITABILITY TO THE NEXT LEVEL? Produced and hosted by Sale Away LLC. CEO, Steve Ferrante, this exclusive, highly-acclaimed training program is, first and foremost, about being the best! Participants will learn what retail and service industry leaders are doing to achieve market superiority and how to apply world-class sales and customer service best practices and principles in your tire and auto service business.

Whether you’re a multi-location market-leading tire/auto service business or want to be, this proven training program can help you reach new heights of sales and profitability. "Simply the best! Steve’s training is truly tremendous and has transformed our sales and customer service effort to achieve greater levels of success in our highly competitive market." -Steve Keusch, Dunn Tire

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For complete program details on Pinnacle Performance for your tire/auto service business,

visit www.saleawayllc.com or contact Steve Ferrante directly @ 866-721-6086 Ext 701 or via email @ steve@saleawayllc.com. 104 October 2012 | TireReview

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TIRES

PERFORMANCE

Coming to the Correct Terms I

once heard an engineering professor spend 10 minutes attempting to explain how anti-roll bars work. He was trying to answer a student’s question that was itself as perplexing as the instructor’s response. The professor was no doubt a very bright guy, thoroughly trained in the theory of suspension design, but he was speaking without using a single word legal in even the friendliest game of Scrabble. His audience consisted mainly of engineering school graduates, some of whom were already working in the automotive industry. All very smart folks, but few had much practical, hands-on knowledge or experience. I’m certain some of the younger ones – especially the females (no offense intended) had never seen an anti-roll bar. By the time the prof had finished, everyone was thoroughly confused. That included me and, probably, the professor. I was likely the dumbest and certainly the least educated guy in the room, but I have spent many hours fiddling with anti-roll bars (some call them “sway bars”) and other suspension components on both race and street cars. Plus, I have pretty much read every book and viewed every instructional video available on race car suspension. So I asked the person who’d posed the original question: “Did you mean to ask, ‘Explain what happens when you fit a stronger-rate bar?’” 106 October 2012 | TireReview

Understanding vehicle handling terminology can help when servicing performance customers.

“Yes,” he said. To which I responded: “A stronger bar reduces grip on that end of the car. Tightening the front increases push. Tightening the rear bar makes it looser.”

MAC DEMERE Contributing Editor

work in the automotive industry, racers or even car writers, the knowledge bar is often a lot lower than many think. A simple answer may be all that’s needed to satisfy

Anti-roll bars, or sway bars, can be adjusted to affect a vehicle’s handling – tightening the front increases push, while tightening the rear bar makes it looser.

It was exactly what he wanted to know. I could see light bulbs going on all across the room, but that may have just been people waking up because the professor had stopped speaking. If you need to know more on anti-roll bars, start reading books on race car suspension adjustment and design. Racers don’t care a bit about theory; they just want to go fast, right now. My points: Whether the group is engineering school grads, those who

inquiring minds. Heck, it may be all that the particular audience can understand. A couple of paragraphs ago, I just threw around a couple of terms – “push” and “loose” – that far from every reader fully understands. You probably do, so good on you. But for the others…These are terms oval track drivers use to describe what happens when the car reaches the limit of tire grip. Those points are best understood right in the middle

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■ TIRES: of a turn, but “push” and “loose” are not physical sensations exclusive to turns. When you’re driving as fast as possible (or hit an icy patch on a freeway transition ramp), one end

really fast, but it’s hard racing it that way. Rather than “push,” “loose” and “free,” tire and auto engineers and road racers use “understeer,” “oversteer,” and “neutral” to describe the

WITH ‘PUSH’ YOU HIT THE WALL WITH THE FRONT BUMPER, WITH ‘LOOSE’ YOU HIT WALL WITH THE REAR BUMPER. ‘FREE’ MEANS THE FRONTS AND REARS ARE SLIDING AT ABOUT THE SAME RATE. of the car inevitably loses grip before the other. If that’s the front tires, the car is pushing (or “tight”). If it’s the rear tires, it’s loose. Think of it this way: With “push” you hit the wall with the front bumper, with “loose” you hit wall with the rear bumper. Stock car drivers use another term: “free.” This means the fronts and rears are sliding at about the same rate…it’s

same things. Unless the information gets muddled. Side note: On a recent broadcast, famed NASCAR driver and current TV announcer Darrell Waltrip – I hope in jest – got the terms reversed. Back in the 1970s, a champion Can-Am road racer got the terms reversed, so his team set the car up to counter what he said, with the expected results.

Rapid Response: 800-928-1184 ext. 43107

PERFORMANCE

Beyond Definitions Right now, many of you are like another engineer I met recently. He fully understood the meaning of understeer and oversteer. In fact, part of his job was producing three-dimensional graphs showing what all four tires on a race car were doing at any one moment in time, but he didn’t know what it felt like to have a car push or go loose. He was like a blind person who could provide a basic description of the Mona Lisa, but didn’t have a feel for the depth of the work. Push/understeer feels like the steering column has suddenly transformed into rubber. You’ve got the wheel cranked left, but the car isn’t turning nearly as much as you’d like – if at all. In severe cases, it feels as if the steering wheel has snapped off. No matter how much you turn the wheel, the car goes straight. Vehicle speed and mass have overcome the forces of grip (friction), and no amount of steering input

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■ TIRES:

PERFORMANCE

will work until speed is sharply reduced. Basically, for the typical driver, push doesn’t end well. Loose/oversteer, to most highway drivers, feels much like hitting a tree or running into a ditch, because that’s what their car ends up doing when it goes loose. A race driver battling a loose car feels what the outside rear tire is doing. Before the rear end steps out there’s a lightness or, sometimes, shuddering in the outside rear tire. That’s the tire saying, “Whoa, that’s about all I can take!”

>TAKEAWAYS • UNDERSTEER = PUSH = CRUNCHED FRONT BUMPER • OVERSTEER = LOOSE = CRUNCHED REAR BUMPER • FREE = NEUTRAL = FAAAST! • IMPORTANT TO KNOW WHEN RECOMMENDING TIRES It can be likened to an airplane wing as it begins to stall. There’s also a lightness felt through the steering wheel and a change in yaw rate felt through your butt. The rear pitches around quickly and almost without warning, and, depending on speed and road conditions, induces a seemingly endless spin or, at minimum, a sideways trip into an immovable object. Again, for the typical driver, loose doesn’t end well, either. Neutral, as the name implies, is stable and true. Boring, but fast. The typical driver won’t even notice, which is the best thing. Don’t feel inferior if you don’t know all the terms bandied about by car writers, broadcasters and professors. They may not fully understand them, either. The important thing is that you can explain them to your customers. And understand the dynamics as you recommend the right tire for the application. ■ 108 October 2012 | TireReview

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SOLUTIONS

SPOTLIGHT

Product Spotlight Tire Storage Proper tire storage is essential to manage inventory, save space and stay organized. Whether custom-built or portable, storage racks need to be heavy-duty for long-term use and shop safety. Additionally, specially designed storage accessories make it easy to transport tires around the shop.

MARTINS INDUSTRIES

SHURE MANUFACTURING

Martins Industries’ adjustable tire shelving is designed to store tires on their tread instead of on their side, which saves time when loading and unloading. Three models are available: three-tier, four-tier and five-tier. Each tier holds nine to 11 tires for a maximum of 500 pounds per tier. The sectional beams are angled at 45 degrees to properly hold the tires, the company said, adding that the adjustable tire shelving is sturdy and easy to install. www.martinsindustries.com

Shure Manufacturing Corp. said its twotier tire cart safely and securely transports both new and used tires and wheels at one time with increased storage space. Features include heavy-duty construction and adjustable cross supports. www.shureusa.com Rapid Response: www.TRRapidResponse.com/43151 Or call 800-928-1184 – Ext. 43151

Rapid Response: www.TRRapidResponse.com/43150 Or call 800-928-1184 – Ext. 43150

Rapid Response: 800-928-1184 ext. 43109

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SPOTLIGHT

OHIO RACK Ohio Rack manufactures a wide variety of new tire racks. With nearly 30 years of experience, the company said it builds quality pieces at a competitive price. Approximately 90% of Ohio Rack’s slack racks are custom-built to meet customers’ specific needs. www.ohiorack.com Rapid Response: www.TRRapidResponse.com/43152 Or call 800-928-1184 – Ext. 43152

E-Z LIFT The E-Z Lift floor-to-floor conveyor is specially designed to move passenger car and light truck tires at inclines up to 60 degrees. Features include an 18inch-wide, two-ply rubber-covered top belt sliding flat at 58 fpm, a curved cleat pattern to fit tire contour, and a switch at the bottom end of the machine. The company added the truss conveyor frame is made of high strength steel tubing. www.ezliftconveyors.com Rapid Response: www.TRRapidResponse.com/43153 Or call 800-928-1184 – Ext. 43153

110 October 2012 | TireReview

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■ SOLUTIONS:

SPOTLIGHT

TIRE SERVICE EQUIPMENT MFG. The TS-10 tire squire takes the work out of transporting tires, according to Tire Service Equipment Manufacturing Co. The ergonomic design increases operator safety and efficiency. According to the maker, the TS-10 tire squire is designed with a third locking caster wheel so that it can be tilted back and maneuvered on three wheels, allowing the cart to be managed with up to 90% less effort than conventional tire carts. Easy opening, self-adjusting jaws automatically capture tires and wheels. Jaws operate using handles. www.tsissg.com Rapid Response: www.TRRapidResponse.com/43155 Or call 800-928-1184 – Ext. 43155

VIDIR Vidir’s newest line of premier carousels, the Pan Carousel, has expanded with 10 additional standard models available, according to the maker. The newest generation features improved stability and performance, as well as a variety of new options and accessories. The Pan Carousel utilizes the ferris wheel concept to bring the product to you via the shortest possible path, Vidir said, while the nested shelving design ensures the highest possible storage density. This two-fold concept saves time and space, the company added. www.storevertical.com Rapid Response: www.TRRapidResponse.com/43154 Or call 800-928-1184 – Ext. 43154

Rapid Response: 800-928-1184 ext. 43111

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SOLUTIONS

PRODUCTS

Hot New Products Torque Tool Calibration Team Torque Inc. said it provides fast, full service torque tool calibration and repair and is the national factory authorized service center for most torque manufacturers. This gives the company the ability to repair both older torque wrenches, as well as all current models. Team Torque added it has the nation’s largest inventory of torque parts on hand and is ready to provide quick turnaround options for North America. The company also helps dealerships large and small develop and manage torque programs to eliminate costly liabilities like wheel-offs, in addition to providing proper training and other best practices. teamtorque.com Rapid Response: www.TRRapidResponse.com/43156 Or call 800-928-1184 – Ext. 43156 Brake Lathes According to BendPak, its Ranger brand brake lathes cure thickness variations on rotor and drum surface areas – a common condition caused by uneven contact of the brake pad on the friction surface that results in annoying brake noise. All Ranger Brake Lathes come standard with a heavyduty work bench, quick-change tool-head design, complete adapter package, simple controls to minimize operator

movement, double-headed work lamp, safety shield, chip “catch” funnel and an adjustable cross-feed stop. bendpak.com Rapid Response: www.TRRapidResponse.com/43157 Or call 800-928-1184 – Ext. 43157 New Wheel Weight Hofmann Power Weight released its new North American catalog – which features wheel balance weights for passenger cars, light trucks and motorcycles – and introduced several new products. According to the company, the new Type 380 color weight is a 60-gram strip adhesive weight made using a premium zinc alloy in a special production process. The weight is then protected with a colored powder coating for permanent corrosion protection and high style. The weight also features Grid Bridge Technology, which the company said makes individual segments easier to separate and allows the segments to easily contour to any wheel size. Made up of 12x5-gram segments, the Type 380 is available in standard silver, as well as white, chrome, anthracite, black, blue, yellow, orange and red. The entire Hofmann lineup is available in North America through Perfect Equipment Inc. perfectequipment.com Rapid Response: www.TRRapidResponse.com/43158 Or call 800-928-1184 – Ext. 43158 Tire Bead Seaters OTC has unveiled a new line of tire bead seaters designed with safety and productivity in mind. According to the company, its new tire bead seaters (part numbers 5700, 5702 and 5713) feature a unique air trigger that expels a burst of air, inflating the tire to seat it to the wheel rim, allowing the tire to be inflated to the recommended pressure through the tire valve. Using a trigger-style discharge valve provides optimum airflow control while allowing both hands to firmly hold the nozzle/valve assembly, which is critical for effective and safe use, according to OTC. otctools.com Rapid Response: www.TRRapidResponse.com/43159 Or call 800-928-1184 – Ext. 43159

Rapid Response: 800-928-1184 ext. 43112 112 October 2012 | TireReview

Street Comp UHP Tire Mickey Thompson Performance Tires and Wheels recently released the new Street Comp ultra-high performance tire. According to Mickey Thompson, the new tire was

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■ SOLUTIONS: designed for cars with higher horsepower and torque, such as American muscle cars. The Street Comp has a UTQG 300AAA treadwear rating and a unique tread design for performance and responsive handling in both wet and dry conditions. The Street Comp is available in 18 sizes. mickeythompsontires.com Rapid Response: www.TRRapidResponse.com/43160 Or call 800-928-1184 – Ext. 43160 Rotary Screw Air Compressors A new line of Volt VSD S-energy lubricated rotary screw air compressors is now available through Sullair. The 230V package was designed to meet the demand for variable speed drive energy efficiency, according to Sullair, and to help users significantly reduce operating and energy costs over the entire compressor life cycle. The expanded line of compressors now includes models 1100e, 1500e, 1800e, 1800, 2200, 3000P, 3700 and 4500. Models range from 15 hp to 60 hp, with capacities from 46.4 to 222 cfm and pressures ranging from 100 to 175 psig. sullair.com Rapid Response: www.TRRapidResponse.com/43161 Or call 800-928-1184 – Ext. 43161

dar-bay grid. The latest software was designed to enhance efficiency and workflow by allowing shop associates to work off the same calendar-bay grid. At any time, everyone in the shop knows what work is going on, in which bays, when and for how long, the company said. aasys.com Rapid Response: www.TRRapidResponse.com/43162 Or call 800-928-1184 – Ext. 43162 Truck Tire Bead Breaker Esco has introduced its new pneumatic truck tire bead breaker, model 20425. According to the company, model 20425 breaks both truck tire beads at the same time, without needing to lift and turn a heavy truck tire/wheel as-

PRODUCTS

sembly over to break the second bead. The unit will handle all truck wheel sizes from 19.5 inches to 24.5 inches and is powered by standard shop tire service truck air at 100 psi. Esco added the compact model 20425 leaves a footprint of 28x32 inches and complies with OSHA regulations that forbid the striking of the tire/wheel assembly with steel duck bill tire hammers. esco.net Rapid Response: www.TRRapidResponse.com/43163 Or call 800-928-1184 – Ext. 43163 Updated TPMS Tools Bartec USA has released version 48 (R48) for its entire range of TPMS tools. According to the tool manufacturer, R48 features class-leading OBD COMS coverage for GM vehicles on the Tech 400SD platform. The latest technology will allow technicians to write sensor IDs directly into the control module, as well as check vehicle diagnostic trouble codes. bartecusa.com Rapid Response: www.TRRapidResponse.com/43164 Or call 800-928-1184 – Ext. 43164

POS Software Andreoli & Associates Inc. recently revamped the Bay Management module of its cloud-based HITS BPOS point-ofsale software. According to the software developer, the new module enables rapid identification of open bay times and quick creation of repair orders that are automatically populated with date, time and bay from a calenRapid Response: 800-928-1184 ext. 43113

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■ SOLUTIONS:

PRODUCTS

IF Farm Tires Trelleborg Wheel Systems recently launched two new tires designed to provide the highest respect for the environment, as well as superior productivity and lower fuel consumption, according to the manufacturer. The Improved Flexion IF 710/75R42 176D and IF 650/65R34 161D are the latest models within the TM1000 high power range. The tires were engineered to carry more load at the same air pressure, or the same load at a lower air pressure, to provide higher farming productivity and improved environmental care, the tiremaker said. trelleborg.com Rapid Response: www.TRRapidResponse.com/43165 Or call 800-928-1184 – Ext. 43165

Lightweight Work Gloves Ansell has released the new HyFlex Ultra-Lite 11-1618 gloves, the lightest gloves with a liner and coating that the company has ever offered. The work gloves are made with an ultra lightweight 18-gauge seamless nylon liner and polyurethane coating on the palm and fingers and are 0.8 millimeters thick. According to Ansell, the gloves were designed with flexibility, tactility, breathability, handling and comfort in mind. With a level 3 rating for abrasion resistance and level 1 for cuts, HyFlex 11-618 gloves are ideal for a range of applications requiring a higher level of touch and precision. The gloves are appropriate for dry and slightly oily environments. ansellpro.com Rapid Response: www.TRRapidResponse.com/43166 Or call 800-928-1184 – Ext. 43166 All-Season UHP Sizes TBC Wholesale has added eight new sizes to its Velozza STX all season UHP line. The performance SUV and light truck tires will cover W and V speed rated 20- to 26-inch plus-size fitments, as well as the large volume OE fitment for size 275/55R20, according to TBC. The Velozza program (STX and ZXV lines) now has 40 sizes to cover SUV/LT and passenger vehicles with 16- through 26-inch wheel diameters. tbccorp.com Rapid Response: www.TRRapidResponse.com/43167 Or call 800-928-1184 – Ext. 43167 Gasketing Sealant A new gasketing sealant, PermaShield Gasket Dressing and Flange Sealant, is now available from Permatex Inc. According to the chemical manufacturer, the gel formulation was specially designed to provide superior fluid resistance and also withstand extreme temperature changes without hardening. With an operating temperature range of -60°F to 500°F (-50°C to

Rapid Response: 800-928-1184 ext. 43114 114 October 2012 | TireReview

260°C), this advanced polyester urethane compound resists common engine fluids, including oil, gasoline, ethanol, water and anti-freeze, the maker added. permatex.com Rapid Response: www.TRRapidResponse.com/43168 Or call 800-928-1184 – Ext. 43168 Brake Pads NAPA Auto Parts said its Adaptive One disc brake pads offer superior stopping power and low noise. The dual ceramic formulated disc brake pads were designed with new friction formulation enhancements, including two ceramic formulations in one pad set, that minimize noise and dusting. Adaptive One disc brake pads are available exclusively from NAPA Auto Parts, the maker added. napaonline.com Rapid Response: www.TRRapidResponse.com/43169 Or call 800-928-1184 – Ext. 43169 Mobile Ecat Smartphone users can now access Spectra Premium part information through the company’s Ecat mobile application. Users can search automotive and heavy-duty applications information, as well as access Spectra Premium part number search capabilities and OE and competitive interchanges, according to the company. ecat.spectrapremium.com Rapid Response: www.TRRapidResponse.com/43170 Or call 800-928-1184 – Ext. 43170 Bulb Cabinets Two new Philips bulb cabinets are now available through Philips Automotive Lighting North America. The Philips Premium and Commercial Cabinets are designed to increase shops’ service profits by building extra lighting sales, according to the company, which added that by keeping the right mix of popular replacement bulbs on hand, shops can avoid shipment delays. philips.com Rapid Response: www.TRRapidResponse.com/43171 Or call 800-928-1184 – Ext. 43171

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CLASSIFIEDS Why switch to PDQ? PRICES. Low prices. High Quality. Always. 1st time buyer? Order from this ad and receive these special prices.

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■ CLASSIFIEDS:

OCTOBER 2012

Express Tire, a multi-location, Southern California Retail Tire & Automotive Service company is seeking experienced business manager candidates.

We Offer: •Competitive Wages •Excellent Incentive Plan •Health Insurance •Dental Insurance •Vision Insurance •Life Insurance •Aflac •401k •Paid Vacations •Great Work Environment •Tremendous Advancement Opportunities

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TIRE EQUIPMENT Manufacturer/Importer

Model EZM-150 -It Tilts-

TIRE SERVICE/REPAIR STARTS HERE

MTP, Inc. Phone 1-800-645-1123 FAX (800)468-1775 www.movittire.com Email movittire@aol.com

Used/New Automotive Equipment 1-800-223-2573 www.AllStates.com

Tire Bead Breaker Fast • Easy To Use • Saves Time

Loosen Tire Bead from Rim with Leverage 䊳 Constructed mainly for farm rear tractor tires. 䊳 Will handle 38” & 42” 14-ply farm tractor and backhoe tires with dropcenter rims to small ATV and lawn-mower tires. 䊳 Excellent for working on tires without removing the wheel from tractor. 䊳 Operates with 1/2” drive impact wrench or ratchet wrench. Weight 12 lbs. EASY TO HANDLE!

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979-793-6105 www.stavinohatireshop.com 116 October 2012 | TireReview

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■ CLASSIFIEDS:

OCTOBER 2012

Owner/Operator Southern California, San Diego County Mark License Opportunity available. Operate your own automotive tire and retail center business with the benefits of having a large supplier provide support, advertising, computer and accounting services, and buying power, etc. $100,000 buy in gets you location opportunity and equipment. You would need an additional $50,000 in operating capital. Some financing may be available subject to credit approval. Send inquiries to marklicenseopportunity@yahoo.com

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118 Rapid Response 10/17/12 9:02 AM Page 118

Sponsored by TO GET CONNECTED: ■CALL toll-free 800-928-1184 and then enter the five digit Rapid Response Code that appears in the ad or product announcement or on the listing below. ■OR VISIT www.TRRapidResponse.com and click on the company you want info from. ■OR click on the Tire Review Rapid Response icon on our Web site at www.tirereview.com.

ADVERTISER Advics Aeolus Tyre Arnott Akebono Alliance Tire Alloy Wheel Repair Specialists American Car Care Centers American Car Care Centers American Tire Distributors ASA Automotive Systems Ateq Bartec Bendpak Bendpak Bendpak Bendpak Bendpak Blackburn’s Hubcap & Wheels Continental Tire Cooper Tire Cooper Tire Corghi Dill Air Controls Double Coin Tires/CMA Falken Tires Falken Tires Gardner Denver GE Capital Giti Tire USA Goodyear Tire Goodyear Tire Hankook Tire Hennessy Industries Hennessy Industries Hercules Tire Hunter Engineering IMI K&M Tire K&M Tire Kelsey Tire Kenda Rubber Ken-Tool Kumho Tire Launch Tech LiftMaster MaddenCo Maxxis Tires Mohawk Lifts Myers Tire Supply Nexen Tire Nissan Motor Corp. Nitto Tire Nitto Tire Omni United Omni United O’Reilly Auto Parts Parts Master Perfect Equipment Performance Friction Philips Lighting Pirelli Tire Precision Instruments Raybestos Brakes Raybestos Brakes Red Kap Saf-Tee Siping/Grooving Shandong Linglong Tyre Team Torque Toyo Tire Toyota Vee Tyre Vidir VMAC Vogue Tyre Yokohama Tire Yokohama Tire Yokohama Tire

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■ COMMENTARY:

THE CAR SIDE

Continued from page 120 have been simple, right? But now it won’t start at all!” I got in the car and tried it myself. It would sputter once and then just crank, which was odd, since according to Riley it ran fine right after the rebuild. Getting out, I ran a few quick tests on things like the fuel flow and spark – everything appeared to be working. “Have you still got that scanner around here?” I asked. Riley hurried over to the workbench. “Yep. Bernie left it, just in case. What do you think it is?” “I haven’t a clue,” I replied. “But I want to check the range on that TPS…” But before I even got that far, the scanner informed me that we now had two new trouble codes: one for the mass air flow sensor and one for the idle air control motor. “Hmm. Did you have these codes before?” Riley looked at the screen.” Nope. Those are new to me.” It didn’t make sense. The car ran before, so it had to be something simple. I began looking at the wiring circuits, checking for pinched wires or blown fuses. Then I remembered that several of the sensors used the same 5v reference voltage, so I borrowed a voltmeter from Riley and began pulling the connectors to check for power. That’s when I noticed that the connectors for the mass air-flow sensor and the idle air control were very similar. In fact, they were exactly the same. And what’s more, the sensors were only four inches apart, allowing the connectors to easily reach to either component. I showed the connectors to Riley before reversing them. When I turned the key, the car fired up immediately like it didn’t have a care in the world. And why should it? There was nothing wrong in the first place – Riley had just hooked the sensors up backwards by mistake. “Don’t feel too bad,” I said. “Usually the manufacturers make each connector different so you can’t confuse them. I guess Kia didn’t bother doing that for this model year.” I patted him on the shoulder. “Next time remember to flag the different connectors so you don’t get confused.” Riley hung his head. “Sheesh, I feel bad for wasting your time,” he said. “You must think I’m an idiot for not being able to tell one from another.”

I was about to make a smart remark about real technicians vs. lowly machinists, when my conscience suddenly smacked me upside the head about my recent golf game – especially mixing up the greens on the 13th hole. “Not at all,” I mumbled. “Anyone can make a mistake.” ■

Rick Cogbill, a freelance writer and former shop owner in Summerland, B.C., has written The Car Side for a variety of trade magazines for the past 14 years. “A Fine Day for a Drive,” his first book based on the characters from this column, is now available for order at thecarside.com.

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COMMENTARY THE CAR SIDE

The Same, Only Much Different I

flexed my knees and took a couple of practice swings before stepping up to the tee. “C’mon, Shambles,” I muttered to myself. “This par three is a walk in the park. A straight shot down the fairway – not a hazard in sight!” I was taking some time off – definitely a rare event. But over the years, I’d played Slumberland’s two golf courses enough times that it was time to drive over to Panicton and try out their new course on the Indian Reserve. I was alone, but it was better that way – it eliminated the annoying disputes that usually took place when I tallied up my score. My shot was beautiful, straight down the middle, landing three feet away from the pin. Feeling proud of myself, I sauntered up to the green with my putter in hand, trying to ignore the two golfers standing 10 yards off to the right. Having an audience always unnerves me. I was lining up my putt when one of the golfers actually spoke to me – the height of impropriety on a golf course. “Hey, buddy,” he laughed. “You’re on the wrong green.” He pointed to my left. “The 13th hole doglegs over that way. Now, would you mind getting out of our way?” “So, how was your golf game?” inquired Quigley when I returned to the shop later that morning. “Fine!” I snapped. “And don’t blame me if the greens all look alike!” He raised his eyebrows in surprise. 120 October 2012 | TireReview

Close connectors cause an engine rebuild mix-up.

“Did I touch a nerve?” “Oh, never mind.” I threw my clubs in the closet. “Any messages?” “Yep.” He reached for his notepad. “Riley over at Block Busters called for you – said it was urgent.”

“Re-man” Riley worked over at the local engine rebuilding shop. He was a great machinist, but whenever he ventured into the area of actual mechanical repair, more often than not we’d get a call to come bail him out. I sighed and headed back out to my truck. Might as well make the day a total waste, I thought. A few minutes later I pulled up in front of the engine shop. Bypassing the front door, I entered from the side and found Riley in the back, standing for-

RICK COGBILL aka Slim Shambles Contributing Writer

lornly in front of a 2001 Kia Rio. He looked as lost as a bunny rabbit in a shopping mall. “What’s up, Riley? Quigley said you called.” Riley cheered up immediately. “Slim! Am I ever glad you’re here!” He grabbed my arm and pumped it vigorously in greeting. “Thanks for coming by. You’re about to save my day!” “W-well, we’ll s-see about that.” I stammered, my teeth rattling. He let go of my hand and I straightened my glasses. “What seems to be the problem?” “I got this Kia for free off a customer,” he explained. “The timing belt broke and wiped out all the valves and pistons. My daughter is heading back to college, so I thought I’d rebuild the engine in my spare time and then give it to her.” I shrugged. “Well, that’s right up your alley. So what went wrong?” “Nothing…at first.” Riley wiped his sweaty forehead. “But after it was running for a few minutes, the Check Engine Light came on.” “I assume you’ve checked the trouble codes?” “Well, I didn’t,” he said sheepishly. “But my buddy Bernie came over and read them with his scanner. It has code PO121, for the TPS being out of range.” “And…?” “And so I replaced the TPS. Should Continued on page 119

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