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FEBRUARY 2013
CONTENTS Volume 113 | No. 02
43
26
50
Columns & Departments ■ FIRST LOOK: TireReview.com Text Marketing + Truck TPMS + Digital Issues
■ COMMENTARY: First Off - It’s Just a Numbers Game The Car Side - Feeling the Pressure
42
■ NEWSMAKERS: News Briefs K&M Dealer Meeting
■ BUSINESS: Market Intel - Tire and Service Pricing Social Media - The Future of Digital Media
FEATURES
■ TIRES: TPMS - 2012 TPMS TSBs Overview Performance - Decreased Traction Culprits
26 Cover: Tire Labeling ABCs 42 Tires: Fuel-Efficient Passenger Tires
■ SOLUTIONS: Spotlight - Tire/Wheel Balancers Products
|4
|6 | 60
|8 | 12
| 18 | 20
| 48 | 50
| 52 | 54
43 Service: Spring Training 38 Top Shop: CJ’s Tire and Automotive BPA
INTERNATIONAL
Members of:
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TIRE REVIEW (ISSN 0040-8085) (FEBRUARY 2013, Volume 113, Number 02. 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. © 2013 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.
2 February 2013 | TireReview
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FIRST LOOK
ONLINE @TIREREVIEW.COM
inBUSINESS
4 U 2 Consider Some in my audience told me that text marketing was only for teens, certainly not for their customers. Yes, texting is popular among teens and young adults, but aren’t those folks among your key target markets for tires and auto services? Wouldn’t you want to connect with them and create a new generation of customers for life? Besides, text messaging can help make your shop more efficient. tirereview.com/inBusiness
ONLINE
inTIRES
Going Digital
Know the Options
For those of you on the go, this issue of TIRE REVIEW – and a selection of recent back issues – is now available digitally. You can view each issue page for page by visiting tirereview.com and scrolling down to the “View Our Digital Edition” icon on the right side. It’s as simple as Click and Read!
Trucks fitted with TPMS experience marked improvements in fuel economy. But fleets and dealers need to consider a number of other factors before fitting trucks and trailers with TPMS. tirereview.com/inTires
TireReview.com Visitor Comments Always Install Two New Tires on Rear Axle
gard to comfort for the client. The colors are warm and inviting and the displays are not overwhelming like most tire displays are.” – Barry
“This only applies to driving in the rain, so slow down! It doesn’t mean bad tires should be on the front! I drive on dry freeways 350 days a year. My concern is a front tire blowout – this doesn’t help that at all! This is a stupid policy and it should be up to the consumer where to place the tires they purchased!” – Texasinvesting
“The tire industry and mankind lost a great person in Steve Disney. God bless his family.” – Wayne Croswell
Belle Tire Sets Ambitious Store Remodel Program
Michelin Sets $73 Million Investment for Nova Scotia Plant
“I have seen Belle’s new store design and it is very well thought out with re-
“Good news for Nova Scotia, a province of hard working responsible people. As
First TIA President Steve Disney Dies
Publisher David Moniz, ext. 215 dmoniz@babcox.com
tirereview.com 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
4 February 2013 | TireReview
Contributing Editors Mac Demere, Tim Good, Rick Barnhart, Joanne Draus Klein, Shana O’Malley, Jody DeVere, Steve Ferrante, Rich Ashley, Heather Blessington, Al Cohn 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
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
you go forward, keep these traits as they are a vanishing commodity in today’s world.” – Jim Anderson
Tire Rack Getting New BFG DOT-Track Tire “That’s Michelin…always looking out for the best interests of the independent tire dealer. Maybe we can mount them. Yipppie!” – Bill Walsh FOLLOW US ON:
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
It’s Just a Numbers Game S
eparately, the numbers mean nothing. Could they be part of a secret code? Or a high school locker combination? Lotto ticket picks, perhaps? 28. 105. 99. 279. 163. Random, meaningless, with no order or organization or reason. Until you put a human face to them. Literally. Over the past two years, about 385 independent tire dealer locations changed hands. Retail stores, wholesale warehouses, commercial tire centers. 385. Of that, 105 were sold off to other independents. The remaining 280 locations were bought by “Others,” such as Pep Boys, Monro Muffler Brake, Midas or TBC. And those are just the ones that have been reported. Dozens of other transactions also occurred over the prior 24 months, with many more dozens of locations getting new owners. The numbers may not look or sound like much to some; when you’re used to dealing with thousands or millions or even billions, 385 is like a pesky gnat that invades a restful summer nap. Or the slow drip of a cranky faucet. Except that over time that relentless drip, drip, drip becomes a gallon, then a pool and eventually a lake. During calendar 2011, 27 dealer locations were moved to other independents and 140 were sold off to the Others. Pep Boys was the big beneficiary that year, snagging 85 Big 10 Tire Stores in the south. Monro grabbed 22 Vespia Tire Centers in New Jersey and Pennsylvania. Over calendar 2012, 78 locations were sold to other independents, and 6 February 2013 | TireReview
The ‘creeping normalcy’ of change is taking the heart, soul and backbone out of the business
139 went to the Others. Among those dealers were some real stunners, with Monro buying Tire Barn Warehouse (31 stores), Ken Towery’s Tire & Auto Service (27 stores in Kentucky and Indiana), past Top Shop Award winner Enger Auto Service & Tire (12 stores in northeast Ohio), Kramer Tire (20 stores in Virginia), and Colony Tire (18 locations in North Carolina and Virginia). All told, Monro left 2012 richer by 135 stores in eight separate transactions. And the independent tire dealer base was 135 locations poorer. I can’t tell you how many times I’ve heard the mega-cliché: “The big are getting bigger and the small are getting smaller.” To me it comes across as fait accompli, a shoulders-down surrender. And though I abhor clichés, the cold truth is the big just keep marching on. Big Boxers. Car Dealers. Tire Companies. And the Others. They add their own locations, and they take ours. And they get bigger and bigger. Conversely, the small get that much smaller. And while another generation of brave souls opens new independent tire shops all the time, they can’t come fast enough to cover the losses. I was recently at a national dealer meeting where independents were being courted along side a major car dealer tire supplier and a mass merchant. I met with another major that flatly stated they wanted to be, needed to be, “wherever consumers want to buy tires.” They all start every dealer meeting with a big group hug and endless recitations of how much they love/need/rely on independent distribution. And then they turn around and do the
JIM SMITH Editor jsmith@babcox.com
same with mass merchants and price clubs and car dealers and (with some) themselves and the Others. How many true loves can one boy have? And how quickly the tiremakers forget just who brought them to the dance. When this industry started, there was nothing but independents selling and servicing tires. Back in the 1920s and 1930s, this magazine took on one major when it stepped out on independent dealers and took up with Sears and Montgomery Ward. We lost thousands in ad revenue when they canceled ads (for years), but the point then is the same now: Independent tire dealers are the heart, soul and backbone of this industry, and we all need to act like it – in word and deed. Some might cynically ask, “Why shed a tear for guys who didn’t plan for the future, or whose progeny didn’t want to get their hands dirty, or those who were over-extended, or just didn’t have enough gas to get through the most devastating financial crisis since the Great Depression, or were simply caught up in the numbers game of the ‘continuing consolidation of the retail market?’” The phrase “death by a thousand cuts” often refers to what some call “creeping normalcy,” where a negative shift that occurs over an extended period of time is not seen as objectionable. Every dealer location lost to those outside of the independent distribution family is another cut. To the heart and soul. And that creeping number of cuts continues to add up. 139. 79. 99. 28. 385. ■
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NEWSMAKERS INDUSTRY NEWS & EVENTS
Michelin Earmarks $272 Million for Expansions In a one-week span in January, Michelin North America set more than $270 million in plant expansion programs to boost tire production. MNA said it would spend some $72 million to expand truck tire production – primarily of its X One super wide radials – at its Waterville, Nova Scotia, plant. The facility also produces OTR tires. Over the next five years, the project will include about 10,000 square feet of additional floor space and new production equipment. Days later, MNA took the wraps off a $200 million expansion of its Starr, S.C., semi-finished tire component plant. To be completed in 2014, the expansion will add some 100
First TIA President Steve Disney Dies Long-time tire dealer, respected industry leader and former president of what is now TIA, Steve Disney, 56, died Jan. 24. Disney died of complications related to an artificial heart transplant. Disney served as president of the Tire Association of North America prior to the 2002 merger with the International Tire and Rubber Association that created TIA. As the first president of the newly formed TIA, his leadership “was instrumental in establishing a strong foundation for the association,” TIA said. “His vision and focus on the future led to the discussions that gave life to what has become the strongest tire-related association in the world,” TIA said. “Disney leaves behind a legacy of playing a vital role in merging two organizations that many thought would never come together.” “It’s important that we always re8 February 2013 | TireReview
MNA chairman and president Pete Selleck announced Michelin’s plant expansion in Starr, South Carolina.
jobs to the plant, the tiremaker said. Over the last 21 months, MNA has committed $1.15 billion in new plants or plant expansions in South Carolina, creating some 870 new jobs.
member the industry leaders who had the foresight to create TIA over a decade ago,” said Randy Groh, TIA president. “As the first president of the new association back in 2002, Steve set the standard for leader- Disney ship and his emphasis on maintaining a consistently high level of service to the members continues to this day.” The lifelong Louisville, Ky., resident grew up in the industry; his father Paul co-founded Disney Tire Co. with his father in 1950. Steve Disney took over the business, and eventually sold it to fellow dealer Tom Raben and Raben Tire Co., based just across the Ohio River in Evansville, Ind. Disney is survived by his wife, Cathy, and two children.
Top Shop 2013 Entry Period Now Open The entry period for the 2013 TIRE
REVIEW Top Shop Awards presented by Ammco/Coats has opened, and will run through July 5, 2013. The industry-leading Top Shop Awards program seeks to honor the “best of the best” independent tire dealers in the U.S. and Canada. Entry forms and information are now available online exclusively at www.tirereview.com/topshop. Complete entries can be made right online. The TIRE REVIEW Top Shop Award contest spotlights independent tire dealers that epitomize the attributes and values stressed in every issue of Tire Review: exemplary customer service and retention, training and education, merchandising and promotion, professional standards and conduct, innovation, appearance, business management, community involvement, business growth, achievement and innovation. “We are extremely proud that over the years the Top Shop Awards have earned the respect of everyone in the tire industry, and have clearly become the premier honor for North American tire dealers,” said Jim Continued on Page 10
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■ NEWSMAKERS:
NEWS & EVENTS
Smith, editor of TIRE REVIEW magazine. “Every winner – and even our Finalists – tell us how important the honor is to their businesses. And countless tire dealers from across the continent tell us how grateful they are that there is a program that recognizes the success and accomplishments of dealers of all sizes and types.” “We cannot think of a better recognition program to be involved with than the Top Shop Awards, and we are extremely honored and excited to continue as the presenting sponsor,” said Kevin Keefe, vice president of marketing for Ammco/Coats, which has served as the presenting sponsor of the program since 2007. “The response from tire dealers to this award program has been tremendous, and that speaks volumes about how much dealers want to succeed in delivering for their customers.” Prizes that will be awarded include: • The Grand Prize Winner will receive the brand new Coats 70X-L Leverless Rim Clamp tire changer, $1,500 in cash, airfare and hotel for two (2 nights/3 days) to the 2013 Global Tire Expo/SEMA Show, a feature story in the October 2013 issue of TIRE REVIEW, and a Top Shop trophy to display in their dealership. • Three Finalists each will receive a Coats 1250-3DV tire/wheel balancer (featuring on-board training), $500 in cash, a feature story in the October issue and a specially designed finalist trophy.
Conti to Invest $129 Million in Mt. Vernon Plant Continental Tire the Americas will invest $129 million to further increase capacity at its Mt. Vernon, Ill., tire manufacturing facility. The tiremaker estimates the addition will
create more than 100 new full-time jobs over the next three years. Roughly $95 million of the investment is earmarked to increase production of medium truck tires to an annual volume of more than 3 million units when completed. Included in the investment is a new mixer to support additional tire production and new equipment for future tire development. The commercial tire expansion will be completed by mid2015 and add 80 full-time jobs. The remaining $34 million will go toward technology and equipment for the mixing building, and a warehouse expansion. These investments will bring more than 30 new fulltime jobs and are expected to be complete during 2014. CTA is still working to complete a massive passenger and light truck/SUV tire production expansion at the plant, a $224 million project that will add 4 million tires to its capacity. That project was announced in early 2011, and ground was broken in May 2011.
‘Thank You, Very Much’ – Lex Brodie, 98, Dies Iconic Hawaiian tire dealer Lex Brodie, 98, passed away on Jan. 11, leaving behind a multi-location dealership that is now part of the Hawaiian fabric because of its intense focus on customers and customer service, and thanks to one of the industry’s most familiar logos. He started Lex Brodie’s Tire Co. in 1961 in a Chevron station, Brodie where the tire business began operations. The dealership moved to its current Queen Street headquarters location in Kaneohe in 1964.
SCAN FOR INFO To view additional news stories, go to tirereview.com/news or scan this bar code with your smartphone or tablet. 10 February 2013 | TireReview
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Over 30 years, Brodie collected dozens of local, state and national honors for his business success, which he always attributed to the customers. Brodie’s popular catchphrase, “Thank you, very much,” is still featured in the dealership’s advertising and customer communications. Brodie retired from Lex Brodie’s Tire in 1991, but remained extremely active in the community, serving on the Honolulu Board of Education from 1992-2003. After leaving the board, he moved to Kauai, where he was born in 1914. He is survived by his wife, Evelyn; children Wendy Pelligrini, Sandy Brodie, Robert Brodie and Janet Teves; seven grandchildren, five great-granddaughters and one great-great grandson.
Dayton Medium Truck Tires Make Their Return Out of circulation since Bridgestone Americas ended production of the truck tire brand in 2011, the Dayton brand was returned to service in early January, with 18 sizes targeting smaller fleets and owner-operators looking to lower tire costs. Bridgestone said the line will consist of the Dayton Rib Radial All Position, the Dayton Radial Metro All Position, the Dayton Drive Radial Deep Skid and the Dayton Radial Highway Service for tandem and single-axle trailer applications. The revised Dayton lineup includes sizes 11R22.5, 11R24.5, 295/75R22.5, and 285/75R24.5, all in 14-ply.
Register Now for 2013 Clemson Tire Conference Early registration has opened for the upcoming 2013 Clemson University Tire Industry Conference, which will convene April 24-28 at the Westin Hilton Head Resort & Spa on Hilton Head Island. Early bird discounts are available by registering online at clemsontireconference.com or via phone at 800258-1017. ■
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> K&M Tire
K&M Marks Growth With Expanded Annual Meeting
T
he story of K&M Tire’s growth is still the story. It spent the majority of its 43 years flying under the radar, slowly building from a small two-bay retail store founded in Ottoville, Ohio, to become one of the nation’s largest regional tire wholesalers. K&M Tire has come a long way even over the last three years since it bought the Triton Tire & Battery division of Universal Cooperatives in 2010, growing its distribution business while gaining a retail dealer marketing program in the process. Its Mr. Tire program grew from some 190 dealer locations at the time of its 2011 dealer meeting to 278 stores in 2012 to more than 360 today. That success curve led K&M Tire to launch its own home-grown Big 3 Tire marketing program for dealers in Indiana, Ohio and Georgia – states where it cannot expand Mr. Tire into due to a naming right deal with Monro Muffler Brake. Since it launched last year, Big 3 already has grown to 40 dealer locations. As of the dealer meeting, K&M Tire had 15 warehouses servicing dealers in 20 states from the Gulf of Mexico to the Canadian border, from Montana east to Ohio. (Since the meeting – in early February – K&M Tire sold its Macon, Ga., warehouse to Blackwood, N.J.based Reliable Tire. In September 2012, K&M Tire bought two of Reliable Tire’s warehouses in Texas – one each in Dallas and Houston.) Those distribution points, K&M Tire officials said, reach some 9,000 active dealer customers, including its Mr. Tire and Big 3 Tire dealers.
With an estimated 250 dealers and their guests gathered at the Rosen Centre Hotel for the 2013 K&M Tire dealer meeting – a steep increase from the first formal meeting held in 2011 – the distributor shared its goals for the coming years.
In 2012, the Delphos, Ohio-headquartered K&M Tire added two warehouses in Texas, opened a new distribution center in Kansas City, Mo., began expansion of its Barnesville, Minn., warehouse and its
THIS YEAR, K&M TIRE HAS ITS SIGHTS FIRMLY ON CONTINUED EXPANSION OF BOTH ITS MR. TIRE AND BIG 3 TIRE DEALER MARKETING PROGRAMS.
home Delphos warehouse, and acquired Don’s Tire in Wisconsin and Michigan Tire & Wheel in Crystal, Mich. This year, K&M Tire has its sights firmly on continued expansion of both its Mr. Tire and Big 3 Tire dealer marketing programs, opening new warehouses in both Dallas and Oklahoma City, improving delivery and service to all customers, and seeking other “growth opportunities.” Continued on Page 14
12 February 2013 | TireReview
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In addition to breakout meetings with tiremakers and a series of educational sessions – one of which was led by Bonnie Marlow, K&M marketing manager (pictured at left) – this year’s meeting included an expanded trade show with a broader array of vendors covering everything from service parts to insurance to Internet marketing to tires.
More Offerings for Dealers K&M Tire also has come a long way from its first formal K&M Tire Dealer Trade Show, where about 100 dealers gathered at a casino/hotel in frosty cold Red Wing, Minn., in January 2011, to this year’s Jan. 17-18 event in much warmer Orlando, where an estimated 250 dealers gathered at the Rosen Centre Hotel. Carrying the theme “Roll With the Best,” the 2013 edition kept attendees engaged for two full days. The trade show portion was expanded with a broader array of vendors covering everything from service parts to insurance to Internet marketing to tires. The overall event was expanded to include a series of breakout meetings with tiremakers like Goodyear, Bridgestone Americas, Carlisle, 14 February 2013 | TireReview
Mitas, Hankook, Cooper, Continental, Pirelli and Yokohama, as well as an engaging series of educational sessions on web development and Internet marketing; social, local and mobile marketing; tire sales strategies; building business with women customers; and phone sales. Outside guest speaker Dr. Alan Zimmerman presented a four-part seminar on customer and employee relationships and leadership. A motivational speaker, Zimmerman discussed ways for dealers to better understand and improve customer service, create greater teamwork among employees, and get the best out of everyone. The event-closing banquet included a vast series of door prizes proffered by K&M Tire suppliers, and a rocking performance by a
Blues Brothers tribute band. K&M Tire surely wants to continue to grow, but officials said they also are taking care to not outgrow those things that are important to the company’s most familiar customers. While they claim to not have “true nationwide ambitions,” as was stated during the 2012 dealer meeting, it’s obvious that K&M wants to shore up its territory coverage to ensure dealers get the best possible service and have a reliable partner. At the same time, the K&M family wants to maintain the familyowned and relationship-oriented reputation that helped it grow. ■ Jim Smith Editor jsmith@babcox.com
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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
Bismark, ND Market Period 1/7-16 Mass Merch. A
Mass Merch. 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
Avg. All
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. ■
Cleveland, OH Market Period 1/7-16 Mass Merch. A
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
Avg. All
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$29.99 $29.99 $30.00 $35.00 $35.00 $485.00* $348.00** $449.73** $477.88** $720.00*
$32.00 $496.12
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$19.95 $24.95 $32.95 $30.99 $31.95 $468.00* $689.78* $480.00** $423.00* $832.00*
$28.16 $578.56
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$69.99 $407.96**
$69.95 $89.99 $69.95 $356.00* $563.96* $456.00*
Vehicle 3 Front Brakes, Turn Rotors $180.00 Replace All: 265/70R17 $667.96*
Concord, NH Market Period 1/7-16 Mass Merch. A
$70.00 $400.00*
$74.99 $69.99 $400.00* $473.92*
$72.99 $432.13
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$70.00 $89.95 $400.00* $364.00*
$77.97 $427.99
$170.00 $180.00 $786.56* $700.00*
$200.00 $239.95 $640.00* $656.00*
$193.99 $690.10
Vehicle 3 Front Brakes, Turn Rotors $200.00 $150.00 $169.95 $180.00 $200.00 Replace All: 265/70R17 $700.00* $683.96* $660.00** $750.00* $700.00*
$179.99 $698.79
$79.99 $478.76*
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
Little Rock, AR Market Period 1/7-16 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
$29.99 $29.99 $35.99 $28.49 $36.95 $506.00** $531.26* $688.40* $439.96** $512.00*
$32.28 $535.52
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$36.00 $26.95 $29.99 $477.04** $414.00* $618.00*
$37.99 $36.09 $520.00* $621.95*
$33.40 $530.20
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$89.95 $80.00 $79.95 $82.99 $89.95 $480.00** $528.00* $580.00** $547.80** $530.65*
$84.57 $533.29
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$59.99 $89.99 $79.99 $79.99 $89.95 $351.96** $566.81* $475.96** $465.16* $384.00*
$79.98 $448.78
Vehicle 3 Front Brakes, Turn Rotors $287.00 $180.00 $200.00 $250.00 $265.00 Replace All: 265/70R17 $603.91* $786.56* $808.00* $725.00** $832.00*
$236.40 $751.09
Vehicle 3 Front Brakes, Turn Rotors $165.00 $165.71 $190.00 $250.00 $189.95 Replace All: 265/70R17 $575.96** $883.67* $799.96* $676.00** $656.00*
$192.13 $718.32
Los Angeles, CA Market Period 1/7-16 Mass Mass Merch. Merch. A B
Tire Dealer A
Tire Dealer B
Car Dealer
Winston Salem, NC Market Period 1/7-16 Mass Mass Merch. Merch. A B
Avg. All
Tire Dealer A
Tire Dealer B
Car Dealer
Avg. All
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$36.99 $29.95 $34.95 $507.96** $564.98* $475.80*
$32.99 $39.99 $510.00* $616.00*
$34.97 $534.95
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$27.00 $28.99 $33.40 $547.00* $492.12** $580.00*
$24.00 $564.92*
$29.99 $603.00*
$28.68 $557.41
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$79.99 $400.00**
$40.00 $480.00*
$129.95 $520.00*
$78.99 $477.59
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$89.99 $527.96*
$69.95 $453.65*
$59.95 $380.00*
$71.97 $451.52
Vehicle 3 Front Brakes, Turn Rotors $190.00 $170.00 $250.00 $160.00 $219.95 Replace All: 265/70R17 $679.96* $700.00* $620.00** $640.00** $579.80*
$197.99 $643.95
Vehicle 3 Front Brakes, Turn Rotors $200.00 Replace All: 265/70R17 $720.00*
$150.00 $179.95 $757.00* $876.00*
$167.99 $749.07
$69.99 $487.96*
$75.00 $500.00*
Legend
18 February 2013 | TireReview
* = Tier 1 Brand
** = Tier 2 Brand
$79.99 $476.00*
$59.95 $420.00*
$190.00 $120.00 $752.36* $640.00*
*** = Private Brand/Other
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BUSINESS
SOCIAL MEDIA
The Future of Digital Media H
ere comes some digital media fun facts. I am going to fire them at you fast and furious in an effort to allow you walk away from this article a bit smarter, wiser and more focused on the digital space for 2013. If I had compiled this data myself, I would have the distinct right to call myself Wonder Woman, but in truth I derived much of it from BusinessInsider.com, an amazing resource for Internet intelligence led by Henry Blodget.
Know where the digital marketplace is heading in order to create the ideal plan for your shop
games and streaming online video. Think about your family’s activities. Where do your kids and grandkids spend their time? I’m going to guess
HEATHER BLESSINGTON Contributing Writer heatherb@duowebsolutions.com
generates as much ad revenue as all newspapers and magazines combined. Digital media content ad revenue is exploding with iTunes, Netflix and
Digital Media Today The digital medium is nearing 20 years old – yet I regularly am asked if this Internet thing is some kind of fad. This fact should put an end to the naysayers, wouldn’t you think? Over 2 billion people are online – but that still leaves two-thirds of the world totally offline. Even with those figures, most of the world’s income is online, with statistics showing that the top 30% of global income earners make up 82% of the online users. Smartphone sales blew past PC sales almost as soon as they were introduced in 2005. Today, tablet computers are driving all growth in the market, led by the release of the first iPad in 2010. Today, who would even consider buying a laptop over a tablet? And what exactly is a “desktop” anyway? No doubt that the future is mobile.
Online vs. Television Viewing habits have swung away from primetime television toward time-shifted recorded shows, video 20 February 2013 | TireReview
Digital media advertising is growing rapidly; at the largest U.S. tech and media companies, nearly 40% of the revenue is digital.
it’s heads down on mobile devices. Satellite and cable TV subscriptions are trending down, while “over-thetop,” or OTT, video has become a player in the space. OTT includes third-party providers such as Netflix, YouTube and Hulu. Live events are increasingly garnering eyeballs, with the action being viewed either on flatscreen televisions or through video gaming consoles (all of which are equipped with wi-fi). Digital media advertising is growing rapidly. In fact, at the largest U.S. tech and media companies, nearly 40% of the revenue is digital. Google now
Kindle leading the pack, but keep your eye on Zynga, Spotify and Dropbox (if you haven’t the slightest clue about these companies, this is your cue to get Googling). But even with that bright and shiny outlook for digital, TV remains far and away the leader in U.S. advertising spending and it continues to grow. However, user behavior is changing and history has taught us that when user behaviors change, the money follows.
Social Media It seems the entire world is on Face-
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■ BUSINESS:
SOCIAL MEDIA
book (humans and pets included), yet the statistics show only one-seventh of the world’s population utilizes it, which translates to approximately 500 million daily users and 1 billion monthly users. When it comes to online advertising, Google is the clear-cut leader, with Facebook blowing past Microsoft (Bing), AOL, Yahoo and all others combined for second place. The pace of Facebook’s growth makes one wonder if it will ever be bigger than Google. Highly unlikely, as Blodget puts it this way: “Google is like advertising at a store. Facebook is like advertising at a party.”
E-commerce Big box stores aren’t just online to sell their wares; there is big business in ad sales. Target, Best Buy and Walmart are now building ad businesses; modeling their sites after Amazon with online ad revenue is already over $1 billion annually. As e-commerce continues to take share, new brands such as Groupon, Gilt Groupe and Living Social blend
22 February 2013 | TireReview
Today’s shoppers use mobile devices to compare prices while shopping – giving retailers yet another challenge in the competitive marketplace.
marketing and commerce.
Mobile When it comes to mobile phone usage, people are using their smart-
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phones as they do their PCs and tablets, spending the majority of their time playing games, surfing social networks, catching up on the news, visit-
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■ BUSINESS:
SOCIAL MEDIA
ing the bank and shopping. It seems the vast majority of the human population is determined to burn up every spare second of their waking hours on their smartphones. Good for capitalism, but a bit scary for relationship building and social skill development – such as the all-important ability to make eye contact with your loved ones at the dinner table. But I digress. I find one of the more interesting new behavioral habits is exhibited by those watching television while dialing into a social network on a smartphone. There’s something about this dual viewing activity that our brains crave and many find the ability to interact with others on mutual topics of interest quite satisfying – hence the draw of Twitter. In-store price checking is a technical advancement that has changed the way we shop and ultimately make buying decisions. Today’s retail shopper is savvy, they care about getting the best price or a killer “deal,” and retailers need to understand this reality if they are going to survive in this everchanging climate.
24 February 2013 | TireReview
Price matching has become core to retail sales strategy, with same-day shipping being the latest game changer, as detailed by Wired magazine in “Death by a Billion Clicks,” about Best Buy’s fall from grace and plan for a comeback. Mobile is driving Internet usage through the roof, creating a 24/7 data stream direct to the consumer. The question is whether mobile ad revenue will follow. The space to watch is localized mobile ads, which allow retailers to reach their core demographic for the lowest of low spend. The ability to target consumers in the digital world is unlike anything before in the history of media, and savvy consumers hungry for local offers, deals and information are the real drivers.
Apps Apple’s App store downloads are on track to hit 60 billion by mid-2013, with smartphone users spending more time with apps than mobile web activity. “Freemium” is still the dominant model, with games being the
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area generating the most paid app downloads across the board. Google Android is the leading mobile OS. This is attributed to the fact that Android is an open platform OS distributed through many phones including Motorola, HTC and Samsung. The Apple iOS platform runs only on the iPhone, iPad, iPod and iTouch, which limits growth potential. Now that you are armed with a clear perspective on digital media, it’s up to you what you do with this newfound intel. My hope is you will review your marketing budget for 2013 and shift dollars to this growing frontier. This will allow you to start gathering data on what form of digital media delivers the highest ROI for your business. ■ Heather Blessington, CEO of Duo Web Solutions, is an accomplished blogger receiving press from CNN, USA Today, BBC and Forbes. Her company specializes in creating and managing blogs for powersports dealers. Contact Heather at heatherb@duowebsolutions.com.
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BY RICK BARNHART Contributing Editor
Y
ou probably didn’t hear or think much about the Energy Independence and Security Act of 2007. I certainly didn’t give much thought to how it might influence how we sell replacement tires. But more than five years after being signed into law, regulations in the bill that are still being firmed up will do just that. The purpose of the Energy Act was “to move the U.S. toward greater energy independence and security” by increasing production of clean renewable fuels; increasing the efficiency of products, buildings and vehicles; promoting research on greenhouse gas capture and storage options, and improving the energy performance of things like light bulbs, cars and government buildings. Tucked into the bill – and drafted by the RMA – is Section 111, which instructs the Secretary of Transportation to set rules “establishing a national tire fuel efficiency consumer information program for replacement tires designed for use on motor vehicles to educate consumers about the effect of tires on automobile fuel efficiency, safety, and durability.” Approximately 10% of the cars and 26 February 2013 | TireReview
light trucks in this country are in California, and in 2005 that state, by executive order, undertook reducing greenhouse emissions to 1990 levels by 2020. As part of that, California developed its own tire fuel efficiency regulations. Other states soon began to formulate their own tire fuel efficiency laws, creating the potential that the industry could face 50 separate laws dealing with tire design and compounding – which is why the RMA stepped in and offered a national solution as part of the Energy Act of 2007. In developing its regulations, California officials estimated that a 2% improvement in fuel economy is possible in this country with a shift to fuel-efficient tires. Carla Peterman, commissioner of the California Energy Commission, says: “2% improvement represents an opportunity for substantial benefits – 300 million gallons per year in reduced fuel use, $1.05 billion
in annual fuel savings, and 3.3 million metric tons of reduced greenhouse gas emissions.” In June 2009 – 18 months after the bill was signed into law – the U.S. Department of Transportation proposed a “new, consumer-friendly label on replacement tires that would include, for the first time, information about the tire’s impact on fuel economy and CO2 emissions reductions.” “Our proposal would let consumers look at a single label and compare a tire’s overall performance as it relates to fuel economy, safety and durability,” Secretary of Transportation Ray LaHood said at the time.
The Next Steps Once a bill is passed into law, the actual specific rules and regulations take many months to be developed, considered and formalized, and the tire labeling and consumer education
“OUR PROPOSAL WOULD LET CONSUMERS LOOK AT A SINGLE LABEL AND COMPARE A TIRE’S OVERALL PERFORMANCE AS IT RELATES TO FUEL ECONOMY, SAFETY AND DURABILITY”
- RAY LAHOOD
■ FEATURE: provisions of the Energy Act of 2007 were no exception. But the requirements of the law were far more complicated than just creating an adhesive label; an entire grading system had to be created, and that could only come after all-new tire performance testing protocols were established. Originally, NHTSA was given 24 months to finalize all aspects of the law, and when it finally offered its “final” rule in early 2010, it was already months late and still incomplete, a fact that it plainly acknowledged. While most of the testing protocols had been decided and a tentative label design selected, the ways and means to execute a national consumer education program remained undecided. As we understand the situation, the Final Final Rule is scheduled to be published on March 15. Once that occurs, it will need to clear various governmental departments, and because they are already behind, it will be April before we see the proposed Final Final Rule. After that, the Final Final Rule then faces a 60-day comment period, during which various stakeholders and those that might be impacted will be able to offer their thoughts. Barring any significant issues, the Final Final Rule will then become, well, final. At this point, we are simply “waiting for NHTSA to announce the new proposed rule,” according to Dan Zielinski, senior vice president of public affairs for RMA. “We’ve had a number of discussions with them about what we think is the best approach; we hope they have listened, but we’re not going to know until they come out with it.”
And the EU did this well before the U.S. has finalized its plan. The EU system’s ratings are different than the ones proposed by NHTSA; while the U.S. (and presumably Canada as it is expected that Transport Canada will adopt the same regulations) will consider durability (treadwear), safety (measured by wet traction and braking) and fuel efficiency, the EU looks at fuel efficiency, wet traction and noise. Europe is concerned about noise pollution and used this measure instead of treadwear, though some tire manufacturers have suggested adding durability (treadwear) to the EU plan in the future. The EU tire rating system format follows one already employed to rate appliances, so it was already familiar to consumers. There are six “bins” – designated by letters “A” through “G” – in which fuel efficiency and traction fall into based on specific test result values. Fuel efficiency is measured by a rolling resistance coefficient value, based on an international test standard that most U.S. tire industry experts expect will be used in the U.S. system.
COVER
Noise is rated in decibels (dB) and marked on the label as such and not categorized by letter grade as with fuel efficiency and wet traction. Enforcement in Europe is left up to the individual countries and most of them are still working out how to do that. One significant difference between their plan and the one we might see is that a threshold was set for rolling resistance, which will continue to be adjusted to force greater and greater fuel efficiency going forward. Many lower priced imported tires already do not meet current minimum rolling resistance standards and need to be re-engineered in order to be sold in the EU. The system will continue to place pressure on those overseas manufacturers. It is too early to tell how the system is working in Europe. They have never had a testing and labeling system like this, and to quote the European Tyre and Rubber Manufacturers Association, “it is a game changer for the whole tire supply chain, right down to the consumer. Manufacturers will benefit from visible product differentiation. Consumers will now be able to effec-
Comparing Label Plans In other parts of the world, tire fuel efficiency testing and labeling is already in place. Japan has a voluntary program, South Korea has one that is run by the government and Europe has a continent-wide program that recently went into effect. Many hope the U.S. program will resemble those, especially the European Union version. On Nov. 1, 2012, formal testing and labeling regulations went into effect in the countries that are part of the European Union (EU). The EU passed a bill to get this done in 2009, and by working cooperatively with the tire industry it came up with a plan that pleased tiremakers, OEMs, distributors and consumer groups.
The new labeling and consumer education program will include ratings in each of the three areas: fuel efficiency, safety and durability. This is a sample concept created at the time NHTSA started considering the system.
TireReview.com 27
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tively compare tires on the basis of information on three selected performance criteria that were so little known.”
What Will it Look Like? If NHTSA listens to the industry and to various groups affected by the new rules, we will probably have a “5 bin” rating system, with the bins representing 5 levels. This is preferred by most, especially for the fuel efficiency rating, because it allows tires to be rated within brackets that can give adequate comparisons without the potentially misrepresentative level of detail of something like a proposed 0-100 scale. The new labeling and consumer education program will include ratings in each of the three areas: fuel efficiency, safety and durability. The program will rate all replacement passenger tires
Let’s look at the reality of the high end of that scale – 7%. If you decrease the rolling resistance of a tire doing mostly highway driving by 20%, then you only gain 20% of that 7%, or a gas mileage improvement of just 1.4% overall. If your vehicle gets 30 mpg, that would be an increase of only 0.5 mpg, not 10 mpg! Some manufacturers quote different numbers, but you get the picture. Tires only account for 4% to 7% of the 30 mpg, or 2.1 mpg on the high end. While that is a pretty good improvement in real terms, it seems that many U.S. drivers expect that more fuel-efficient tires will give them huge increases in fuel economy. The opposite result was seen in a survey done with 3,000 motorists in the U.K. The result there was that 77% of those surveyed underestimated the possible savings from LRR (low rolling
THE NEW LABELING AND CONSUMER EDUCATION PROGRAM WILL INCLUDE RATINGS IN EACH OF THE THREE AREAS: FUEL EFFICIENCY, SAFETY AND DURABILITY. (but not LT-metric or winter tires). Fuel efficiency will be based on a rolling resistance measurement that manufacturers are charged with testing. “Safety” will be measured by wet traction, and durability will be represented by a treadwear rating. “Fuel efficiency” is the most specific term, yet there will be confusion. The rating will be based on either a rolling resistance load measurement or a coefficient value. The coefficient value method is favored by RMA and TIA because it is the best way to compare one tire to another – apples to apples. All tires have a specific RRC (rolling resistance coefficient) value. When CONSUMER REPORTS recently surveyed tire buyers, one thing it asked was how much of an increase in gas mileage they would expect by actually switching to low rolling resistance tires. Approximately one-third of respondents didn’t know, and on the other end of the spectrum, 25% thought they would get 10 mpg more! The reality is much different. The amount of total fuel consumption attributable to the tires is between 4% and 7%, depending on the vehicle and urban vs. highway driving.
resistance) tires. Of course, with the price of fuel being almost $10 per gallon, the monetary savings in the U.K. is more than twice what we might see here. The point is that tire buyers need some educating. The second rating is “safety” – a fairly broad term that can mean many different things. To reduce confusion, RMA and TIA have suggested that it be called exactly what it is: wet traction. As with fuel efficiency, NHTSA has not announced which measurement scheme it will employ – peak or slide. With ABS on 90% of the vehicles on the road today, most experts believe that peak value is best because ABS systems are designed not to avoid lock-up, necessary to make a “slide” measurement to be meaningful. The other rating is “durability,” another term that could be clearer. When some people hear “durability,” they might think about puncture or abrasion resistance when, in fact, we’re talking about treadwear. So what will the new labels or required test values look like? The RMA has done quite a bit of work on this and made several specific suggestions to NHTSA. The RMA disagreed with Rapid Response: 800-928-1184 ext. 47029 TireReview.com 29
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■ FEATURE:
COVER
the 0-100 scale that was originally suggested. Instead, RMA believes that a five-category system would work best. This “five-category system” could be one to five stars or points or letters A through E, where all tires are rated for each category. This would be similar to the plan in use in Europe and Japan.
Will We Have Labels? We don’t know. There has been logical argument against physical labels
because most tire buyers don’t even see them when they’re shopping for tires. Getting them after the tires are installed is pointless, but will they be on display tires in the showroom? The most logical ways to communicate the ratings to consumers must be at the point of sale or online. The information is deemed important to help consumers make better tire buying decisions, so access is vital. The ratings could be provided in web-based charts or as paper hand-outs or in tiremaker
databooks. The information can be provided by each manufacturer or in a compendium created to house all of the information in one place. NHTSA places much of the information-providing burden on the shoulders of tire retailers, and mentions posters and POS pamphlets as being employed, as well as requiring the retailer to include tire grades on their websites. TIA has raised its hand and asked to be the primary provider of labeling information to consumers, and this being a federally mandated program, the funding for a multi-pronged consumer education push would presumably come from taxpayers.
What Will Change?
Rapid Response: 800-928-1184 ext. 47032 32 February 2013 | TireReview
We don’t know any details yet but can make a few assumptions: • Tire dealers will need to get training on new regulations very quickly. Kevin Rohlwing, TIA’s senior vice president of training, explains there are three things that are yet to be determined: “how to measure, how to communicate and how we need to get it to the consumer.” After NHTSA decides those, TIA will then jump into action to get dealers trained on the new regulations. “The whole industry is waiting on NHTSA and we are going to have to react quickly,” says Rohlwing. “Retail tire dealers are going to need to train quickly so that everyone at the sales counter can properly educate their customers.” • Consumers will have more information than ever before to help them make the best tire buying decision – a true apples-to-apples decision impossible under the antiquated UTQG system. There already is a large consumer segment that does a significant amount of Internet research before buying tires. We will now be required by law to give them more data. • The new rating system should encourage advancing technology in tire rolling resistance. Many tire companies will want to have products with the highest ranking so that they can claim having the most tires in the top rating categories, for example. Because comparison can be drawn across brand lines, the new testing and rating system will put more pressure on tiremakers to continuously improve the breed. • Price differences between various tires might be easier to explain. To some, tires all look the same, and with-
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out guidance to define what makes expensive choices different from inexpensive ones, many consumers will buy based only on price. With this labeling system, there will be more tools to explain the differences. On the other hand, it might be harder to explain some price differences. Emerging products from smaller tiremakers could test very well. Technology has been equalizing, and what some see as a Tier 3 product may deliver performance grades quite close to
for each case of non-compliance, adding to the cost picture. While this is nothing new, tires with better technology will still command a higher price, especially if consumers show that they really are interested buying more fuel-efficient tires. NHTSA estimates that the costs to improve rolling resistance would average $3 per tire. The result of that “investment” would be an estimated decrease in rolling resistance of 5%-10%. • Tiremakers will have to use “real”
WITH NEW GOVERNMENT REQUIREMENTS COME ADDITIONAL COSTS TO TIREMAKERS, AND THOSE WILL GET PASSED ALONG TO CONSUMERS.
Rapid Response: 800-928-1184 ext. 47034 34 February 2013 | TireReview
those of a traditional Tier 1 tiremaker. Consumers will question why one tire with a B-B-B (if bins and letters are used) is $40 more than another B-B-B rated tire from an unknown manufacturer. • Interest in the various “savings calculators” on tire websites will grow dramatically. The ability to quantify fuel savings over a specific period of time for one tire vs. another will influence the way we sell tires. NHTSA surely will have a savings calculator on its website, and it probably will be a program requirement for all tiremakers and retailers to follow suit. • Dealers may need to stock or have quick availability to a greater selection of tires in order to cover buyer fuel efficiency-price demands. Dealers will need to review their product screens to see that they offer – or can get – previously lesser-known tire options. • Durability (treadwear) will likely now be rated on an industry standard rather than a manufacturer “standard,” as is the case with the current UTQG system. Tires are limited to a UTQG treadwear rating of about 800 now, even though some tires could be assigned a much higher number. Marketing by model line influences how tiremakers assign current ratings. If a universal standard is used across the board, the test values will be more meaningful for comparing different brands. • The price of tires will likely adjust to the new regulations and the cold, hard realities of ratings. With new government requirements come additional costs to tiremakers, and those will get passed along to consumers. Enforcement includes a proposed $50,000 fine
numbers to explain the fuel efficiency gains of their products vs. older models or competitive products. Because there have not been consistent testing standards, in recent years manufacturers could and would toss out fuel efficiency gains of new products, some heavily footnoted as a comparison against an existing tire or a very specific size and model of competitive rubber. Now they will have to “show their cards” with real numbers or letters. • What we don’t know is whether consumers will even care. Back in 2007, consumers faced pump prices of $2.50 per gallon (even $3!), and consumers complained to their congressmen and to the media. Soon, the industry was flooded with ideas and devices that would improve gas mileage, and replacement tires were accused of being less fuel-efficient than their OE cousins. Since those panicked days, gas prices have soared past $4 a gallon, settling in at around $3.50 now, and while consumers aren’t happy about it, they have seemingly accepted the reality of expensive gasoline and diesel. Since it has taken so long to get from the President’s desk to reality, many wonder how this tire testing, grading and labeling system will even be received. At present, the research shows that fuel efficiency is down on the list of consumer tire concerns. Anyone working the retail sales counter would probably agree.
Will it be Confusing? There is certainly a lot of potential for confusion. Existing UTQG ratings and information have been around for decades and some retailers are still unclear on what 400AAA means. Imag-
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■ FEATURE:
COVER
ine, then, what consumers know or think of UTQG ratings. There will be a period of transition with a good deal of confusion. It is assumed, but not decided, that the current UTQG system will be replaced by the new system. The proposed rule states that it will remain, but many expect that to change as two systems would only add to the confusion. “Why introduce the possibility of consumer confusion, especially with a new system that will take some time getting used to?” says Zielinski. There also will be some definite training and communication challenges just with the new rules. The new ratings will NOT be molded in the sidewall, and will only appear on the tire as a label or equivalent. That means that for a period of time, we will still have UTQG ratings molded on the tires. Once the molds wear out – if UTQG is done away with – they will probably get changed. So, if the new system replaces the current UTQG, as many assume, we will need to tell customers that the data permanently molded into the side of the tires isn’t important anymore.
36 February 2013 | TireReview
Not missing in this conversation is the importance of proper inflation pressure on fuel efficiency, as well as on durability and safety. Buying more fuel-efficient tires will help reduce consumption of gas and increase our energy independence, but proper tire inflation remains the key factor in maximizing fuel efficiency. Selling tires might soon take a little more time. At 7:30 a.m., few salespeople have time enough to explain the new ratings and labeling, and this will make selling tires a bit more complicated. The program won’t just be a new label with some new “values,” but a full-scale testing and grading system with a significant “consumer information program” with specific requirements for tire dealers. What remains unknown is how much help retailers will get in their mandated consumer education efforts. So will the goals of the new program be met? Tire Rack’s website says that our existing UTQG system “has not fully met their original goal of clearly informing consumers about the capability of their tires. Maybe it’s because tires are so complex and their
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uses can be so varied, that the grades don’t reflect their actual performance in real world use.” But are the failings of UTQG fairly indicative of how this will go? We don’t know exactly what NHTSA will include in the Final Final Rule and most are hesitant to guess at this point. One thing is certain: We’re getting a new program and a new way of selling consumer tires. And if you thought tire customers were armed with too much online research that just complicates the selling process, just wait. Since one goal of the new rule is to better inform consumers, we had all better be paying attention and get up to speed on the details. Dealer training has to happen before customers can get educated. Sure, you still will have lots of customers that rely on your recommendation – and may or may not care about fuel efficiency – but selling tires is about to become a little more challenging. Stay tuned. ■
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TOPSHOP FEATURE
SHANA O’MALLEY Contributing Editor
CJ’s Tire & Automotive Traditional values, new ideas combine for success
F
amily owned and operated CJ’s Tire and Automotive has been a leader in tire retail and automotive services in the mid-Atlantic region for more than 40 years. The company, founded in 1972 in Birdsboro, Pa., just outside of Reading, operates 12 retail locations and a regional wholesale distributor business with a warehouse in Pottstown that holds 40,000 to 50,000 tires. The business also has a Mighty Auto Parts franchise. “We distribute from as far west as Harrisburg, east of the Delaware River,” says tire industry veteran Bill Bainbridge, director of marketing for CJ’s Tire and Automotive. “We go down a little bit into northern Delaware and northern Maryland and then all the way up to the Pennsylvania/New York border.” On the retail side, the company avoids traditional commercial tires and focuses more on a niche market of pas38 February 2013 | TireReview
To encourage customer engagement, CJ’s Tire and Automotive did away with the traditional customer service counter, opting instead for modular pods.
senger and light truck radials. The shop carries a variety of brands, including Continental, General, Michelin, BFGoodrich and Uniroyal. “Hankook and Falken, I guess, would be the two lines that would be in that really high value segment for us,” says Bainbridge. “We are in a good situation where we are positioned to be able to acquire a lot of other product. We buy Pirelli and Yokohama direct, we sell quite a bit of those tires both retail and wholesale. We’re a Continental Gold dealer, so we do quite a lot of business with the Conti brand.” On the service side, the 12 retail locations are equipped for all types of tire and underhood work. “The retail stores are all full automotive service,” says Bainbridge. “Everything from Pennsylvania state inspections and emissions testing, all vehicle
maintenance services and diagnostic repairs, front end alignments, suspension – virtually any opportunity for maintenance and auto repair. We can handle just about anything.” The company has approximately 110 full-time employees and another 20-25 part-timers. “We participate in the TIA training program,” says Bainbridge. “All of our automotive mechanics are ASE certified and we follow guidelines for all retail services.”
‘The CJ’s Way’ Paul Levengood, CJ’s co-owner and vice president, says he believes CJ’s stands out among the competition largely because of the exceptional customer service employees deliver. “Because our focus is service, it has everything to do with your people; we
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TOP SHOP
“From an advertising and marketing standpoint, we are fairly diverse,” says Bainbridge. “One of the things we’re really happy with is that we use local sports marketing; that’s a nice anchor for us because of where we’re located here just outside Reading. The Philadelphia Phillies have an AA franchise in Reading have some very good people that are super well-intended. That means a lot. It builds a huge element of trust between you and the customer,” says Levengood. The company’s mission statement and motto used throughout the business is “The CJ’s Way.” “This is a family owned business and ‘The CJ’s Way’ is being committed to providing exceptional service to the customer and giving back to the local communities where we do business,” says Bainbridge. And the company does just that, whether it’s recommending tires to a customer or sponsoring a little league team in one of the local communities. “I think we’re a fairly benevolent company where we’ll do a lot of sponsorship and engagement with different causes that are around all of our stores,” says Bainbridge. “We actually sponsor some little league teams, softball teams and we have a high school scholarship program around all of our stores.” Each fall, the company hosts a fundraiser for breast cancer research and even has its name on a plaque at the University of Pennsylvania Hospital because of its contributions. During the holidays, CJ’s participates in Toys for Tots and a local secret Santa. “There’s a gentleman in the community that’s been a long time customer of ours and he’s a professional Santa; he also has his own engagement of helping some people and families with special needs so we’re a silent contributor for that,” explains Bainbridge.
Diverse Marketing Mix When it comes to marketing and advertising, CJ’s is well represented in various ways. 40 February 2013 | TireReview
that 2012 was the beginning of a perfect storm that we’re not out of yet,” says Bainbridge. He says the mix of extended service warranties from car dealers and the past two mild winters have slowed down business, but CJ’s still has plans to continue growth. “Our five-year plan says let’s get over 20 stores, but we expand opportunistically,” Bainbridge says. “Now is not the time to make high risk advancements.” For now, the company has been re-
CJ’s, founded in Birdsboro, Pa., operates 12 retail locations and a regional wholesale distributor business.
and we have a sponsorship relationship there that’s really been fantastic. We have a good branding effort.” The company also uses direct mail and radio spots. “We buy specifically morning and afternoon drive, so we get people while they’re in their cars,” says Bainbridge. “We do some sport and some music stations, so there’s a balance there.” The company currently is in the process of completely remodeling its website, which is set to launch later this month. It also has a growing social media presence. “We’re really just taking baby steps there,” Bainbridge says. “We have a Facebook presence with over 1,300 followers, so I think considering our effort, we’re pleased with that.” While CJ’s has built a solid reputation and continues to grow its marketing strategies, the shop still faces challenges in the business and works hard to stay competitive. “It’s no secret
modeling some of its stores, including the original location in Birdsboro. “We tried to make sure that it was comfortable and that there were things to do,” says Bainbridge. “We have free wi-fi, we set up Xbox 360 games, and we have TV monitors and a lot of magazines.” CJ’s replaced the traditional customer service counter with small modular pods so customers have more room to walk around and approach associates with questions. Looking forward, Bainbridge clearly sees the day when CJ’s service advisors and sales staff all use iPads to help customers with work orders and tire selection. “We wanted to take away barriers,” Bainbridge notes, “and most of the customers want to engage with us verbally and want us to give them good advice and make good recommendations.” Moving forward, CJ’s plans to remodel two to three stores each year, employing the pod concept in each. ■
JOANNE DRAUS KLEIN Contributing Editor
TIRES FEATURE
Gone Green Tiremakers large and small know fuel-efficient tires are here to stay
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t’s a recurring concept in the 21st Century: What’s good for the planet also can be good for the piggy bank. But realizing that fact doesn’t make the initial popular transition to ecofriendly products simple, nor any less costly. So it goes with fuel-efficient passenger tires. Tiremakers are experiencing considerable growth in the products’ popularity, leading even smaller brands to venture into the arena. After all, both consumers and automakers are expressing a demand for low rolling resistance and other fuel-efficient considerations. But how are manufacturers – the large and, most notably, the small – experiencing and dealing with the trend? “Fuel-efficient tires are growing in popularity for many reasons,” says Rick Brennan, vice president of marketing for Kumho Tire USA. “Among them are the increase in overall ecoconsciousness and gas prices. The pub-
lic is more aware of its responsibility to be more environmentally aware, and to take care of the natural environments we inhabit. “In addition to those factors, the ever-inflating nature of gas prices is always a hot button with consumers and companies,” he adds. “From a consumer’s point of view, the interest is really on increasing gas mileage and not necessarily on fuel-efficient tires. Consumers will take a fuel-efficient tire today if it provides more benefit without costing much more.” And therein lies the challenge. “Most consumers are looking for an element of fuel-efficiency in their tire purchase but are not always willing or able to pay a premium price for that technology,” explains Scott Jamieson, director of product management at Cooper Tire & Rubber Co. “Typically, low rolling resistance tires have been priced toward the top of the product screen. With fuel prices higher than $3
or $4 per gallon, low rolling resistance tires typically enable the consumer to recover the price premium plus more over the life of the tires. However, some consumers find it difficult to pay more up front for the promise of a greater return later.” That phenomenon was exacerbated by the recent economic downturn, but changes are being seen as the economy recovers. “In tough economic times, paying more at retail for a fuel-efficient tire is even more difficult, especially if it isn’t really clear to consumers that they get the benefit,” says Fardad Niknam, senior director of technical services and product planning at Toyo Tire USA Corp. “For the average driver, fuel efficiency is hard to notice from fill-up to fill-up. Gas prices have been volatile and drivers typically don’t have a reference point week-to-week for comparison of possible savings from more fuel-efficient, green tires versus regular TireReview.com 41
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TIRES
Yokohama uses orange oil to boost its tires’ fuel efficiency. The tiremaker says it allows for lower rolling resistance, higher mileage and all-season traction.
tires they might have had on the same vehicle previously. So they really have to trust in the claims of manufacturers as to the fuel-savings benefits of green tires.” Nevertheless, the increase in legislation mandating higher miles-per-gallon standards in America and Europe, including Corporate Average Fuel Economy (CAFE) regulations for car makers, has helped to keep the trend rolling. “All global tiremakers need to keep this in mind for not only eco-specific tires, but for all future production on all patterns,” Brennan says. “Every tire we make is going to have to be more fuel-efficient, whether this is UHP, light truck or a tire for a hybrid vehicle. Fuel efficiency will be another feature offered on any tire, and a fuel-efficientonly focus will be a niche tire. As a result, sales of tires with better fuel efficiency will increase, especially after the new labeling requirements become mandatory, mandating rolling resistance grades be added along with the UTQG ratings.” “The CAFE levels that vehicle manufacturers have to obtain has played a large role in shaping the importance of rolling resistance for both OE and replacement tires,” Jamieson adds. “As vehicle manufacturers strive to obtain the 54.4 mpg CAFE by 2025, the emphasis on fuel-efficient tires is certainly going to increase at the OE level, and that increase will likely flow to the replacement level.”
Beyond Regulations But while many tiremakers say they expect continued growth in this trend, they also recognize that certain ele42 February 2013 | TireReview
ments can’t be sacrificed in the creation of fuel-efficient tires. These include wear, wet traction, lower mass, advanced constructions and innovative tread-siping technologies. Yokohama’s newest fuel-efficient product, for example, is the Avid Ascend, which the company’s director of product planning Andrew Briggs says incorporates orange oil to offer low rolling resistance, high mileage and allseason traction. Toyo’s Versado Eco, a grand-touring all-season tire built for hybrids and other environmentally-friendly vehicles, uses naturally derived tread compound materials and recycled polyester in its tire casing materials, amplifying its green factor, Niknam says. Kumho’s Ecowing KH30 is formulated with eco-friendly, silica-based compounds, designed for low rolling resistance, but doesn’t compromise comfort or handling, according to Brennan. Meanwhile, the Cooper GFE features traction-compensating sipes that increase in length as the tire wears, locking tread elements together and helping to reduce rolling resistance, says Jamieson, who adds that the company will launch a new tire in May that targets weight reduction – two pounds worth, a significant number. And the Hankook Enfren Eco’s low rolling resistance is accompanied by competent wet and dry traction and a quiet, comfortable ride, says Henry Kopacz, Hankook’s public relations and product marketing specialist. “Both internal and external testing is done for fuel-efficient tires,” Kopacz explains. “Most importantly is rolling
resistance testing so that the design of the tire meets its performance targets.” He says that an independent external lab is used for such tests. “It’s one thing to have a tire that reduces the energy required to roll on the road,” Jamieson adds about testing, “but it also has to brake effectively and accelerate appropriately. At the end of the day, the consumer is still going to drive their vehicle in (wet, dry and snowy) conditions, and we need to understand how these tires are going to perform on their road trips.” Many of the distinctive technologies of fuel-efficient tires can in fact be the products’ best marketing points. Kopacz, for example, says Hankook pitches the silica rubber compounds and internal construction of its green tires. “Aerodynamic sidewall design, silica tread compound and heat-control technology all offer their own benefits in the area of fuel-efficient tires,” he says. “This is information that can be provided to consumers to explain the overall fuel-efficient tire package.” Cooper, in addition, markets its GFE tire using print, online, training and instore point-of-sale sources that help consumers understand how the tire can improve fuel efficiency without compromising traction, handling and ride quality, Jamieson says. “It’s critical for our dealers to be able to explain to the consumer the benefits that our products bring to their vehicle,” he adds, mentioning Cooper’s dealer e-learning web courses. “Dealers should also communicate that proper tire inflation is an important part of optimizing a vehicle for good gas mileage. You can improve vehicle safety and fuel economy by as much as 3% if you keep your tires inflated properly.” “Dealers should also remind vehicle owners that there are other critical factors,” Niknam agrees, “like proper tire inflation, vehicle alignment and maintenance, and a driving speed that will impact realization of fuel savings.” “As mentioned before, fuel-efficiency is not a sole reason for consumers to purchase a specific tire,” Brennan summarizes. “For dealers to sell these tires, they need to position them in a way that showcases the strength of the tires in all areas that matter – and have the added benefit of better gas mileage be a supplemental fact.” ■
SERVICE FEATURE
GARY GOMS Contributing Writer
Spring Training Getting suspension and steering system game-ready
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f all roadways were glass-smooth, we wouldn’t need springs and suspension systems in modern vehicles. But, in the real world, roadways have bumps, dips and potholes that can severely damage a vehicle. To smooth out these irregularities in road surfaces, we couple a compressible spring with a flexible suspension system to smooth the ride and increase the driver’s control of the vehicle. Unfortunately, the elastic strength of the steel in a modern spring diminishes due to high loading and repeated flexing. The most noticeable symptom of spring wear is a sagging suspension system or uneven vehicle ride height. Less common are springs that break due to metal fatigue or to a stress riser caused by corrosion or physical damage on the spring’s surface. In other cases, springs are replaced to enhance the load-carrying or handling characteristics of a vehicle. A good understanding of how springs are rated and how they operate is indispensable for achieving the anticipated outcomes in spring modifications. With these issues in mind, I’ll cover the basics of how springs operate and how to choose a spring that will enhance vehicle performance.
Spring Rates Spring rate is the amount of pressure required to compress the spring one inch. Spring rate on coil springs is most affected by wire diameter, spring diameter and the number of active coils, while spring rate on torsion bars is determined by bar diameter and length. The length, thickness, number and position of the individual spring leaves affect spring rate on leaf springs. Most spring manufacturers supply charts that use these and other factors to mathematically determine the rate of their springs.
Coil Springs Coil springs are generally rated by free length, compressed length, outside diameter, number of coils and wire size. Most modern import passenger vehicles use coil springs because they’re compact and versatile. Most coil spring rates are linear, which means that spring compression is directly related to load. Coil springs also can be progressively wound, with the coil spacing closer at one end of the spring. This creates a spring rate that progressively increases as the spring is compressed. Progressively wound springs allow a smooth ride, while at the same time providing enough spring capacity to
support heavier-than-normal loads (See Photo 1).
Torsion Bars Modern trucks generally use lateral bar-type torsion bars on their front suspensions because torsion bars are compact and allow the suspension to be easily adjusted to the correct height. In most cases, a torsion bar breaks when the metal loses its torsional strength. The downside of torsion bars is that they can be built only to a linear rate. When replacing torsion bars, remember that the right- and left-hand torsion bars aren’t interchangeable on many vehicles and, like all springs, should be replaced in matched pairs (See Photo 2).
Leaf Springs The unique feature of leaf springs is that they are a progressive-style spring that not only supports the weight of the vehicle, but also attaches the vehicle’s drive axles to its frame. Leaf springs are still used in most truck rear suspensions for this reason. In addition to performing the above functions, the friction created between the spring leaves as they are extended and compressed tends to dampen spring rebound. TireReview.com 43
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Photo 1: Because coil springs are dependent on shock absorbers for rebound control, shock absorbers must be capable of dampening rebound under a wide variety of loading and road surface conditions.
In most modern applications, a leaf spring is built with one or more main leaves that are usually connected to the frame by a fixed mount at the front and a flexible shackle mount at the rear. The pivoting shackle allows the arched main spring leaves to change length as
Photo 2: The torsion bar on this compact truck is mounted on the frame and attached to the upper control arm. This configuration is very compact and durable.
the spring compresses. Additional leaves of varying thickness and length are added to increase the load-bearing capacity of the spring. Short, thick leaves often are installed at the bottom of the spring stack to act as “over-load” springs. All of the
leaves are held in position by a center bolt that also locates the spring assembly onto the axle housing spring perch (See Photo 3). Leaf springs generally fail when one or more leaves break. When the center bolt breaks, the axle assembly will shift in relation to the chassis, which causes the vehicle to “dog-track” while in motion. Worn fixed-mount spring bushings can cause the same dog-tracking symptoms, but to a lesser extent. Because the center bolt is generally located forward of the mathematical center of the top leaves, leaf springs often are installed backward, which will dislocate the axle and cause a similar dog-tracking situation. When leaf springs wear out, they lose the arch originally built into the springs. Wear in leaf springs can generally be detected by observing the amount of travel left in the rear spring shackle with the vehicle at rest and at normal load. If the rear shackle is fully extended, the spring should be replaced.
Suspension Geometry To preserve a geometrically correct relationship among its individual parts, independent suspensions systems are designed to operate at a specified suspension height. Photo 4 shows the tie-rod resting at a slight downward pitch with the suspension at normal height. This is the normally correct position for both tie-rods and control arms because the suspension can be depressed slightly without seriously changing the angle of the tie-rod. Rapid Response: 800-928-1184 ext. 47044 44 February 2013 | TireReview
Rapid Response: 800-928-1184 ext. 47045
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Photo 3: Correct suspension height is required to reduce propeller shaft vibrations. The pinion angle of the propeller shaft should equal the output shaft angle of the transfer case or transmission.
Photo 5: The relative angles of the lower control arm, driveshaft and stabilizer bar are very apparent on this independent rear suspension system.
On the other hand, if the suspension height is increased or decreased beyond specifications, the tie-rod will no longer maintain a correct geometric relationship with the suspension system. Consequently, modest changes in suspension height will cause extreme changes in toe angle. This phenomenon, known as “bump steer,” will cause the steering system to become over-sensitive to road contour and will cause premature tire wear. A dramatic change in suspension height will similarly affect independent rear suspensions. Photo 5 illustrates the geometric relationship among the lower control arms, antisway bar and rear axle half-shaft. Clearly, this type of suspension is difficult to modify without developing extreme adverse effects on suspension and drive train geometry.
Performance Mods Extreme suspension modifications are better left to shops with the experience and tooling needed to make these modifications. As for working with the street performance enthu46 February 2013 | TireReview
Photo 4: Notice that the tie rod operates in about the same geometric plane as the upper and lower control arms on this torsion bar-equipped vehicle.
siast who wants to increase the overall handling or appearance of his vehicle, it’s important to understand some spring performance basics. For example, it’s important to understand the relationship between the spring, shock absorber and anti-sway bar. In general, stiffer springs require softer shock absorbers, while softer springs require stiffer shock absorbers to maintain rebound control. Similarly, stiffer springs require softer anti-sway bars, while softer springs require stiffer anti-sway bars to keep the vehicle level while cornering. A vehicle modified for off-road driving generally requires softer springs that will better absorb irregularities in the road surface and longer springs to increase suspension travel. These features allow the shock absorber to better control suspension rebound. It goes without saying that shock absorbers used on off-road applications need a lot of piston area and oil capacity to better dissipate heat. Sway bar performance should be appropriate to the application. In road-course racing, a stiffer sway bar might be appropriate, whereas off-roading might require maximum suspension travel, in which case the sway bar might be eliminated altogether. Street performance cars can better utilize stiffer springs because the road surface is smoother and the tires have better adhesion during high-speed cornering. Stiffer springs also allow the vehicle to operate at slightly below specified suspension height without bottoming out. Here again, the shock absorber should be matched to the spring rate. Stiff shocks mated to stiff springs might create a suspension so rigid that the wheel lofts off the pavement, thus decreasing tire adhesion. In any case, it’s always a more efficient approach to buy a suspension performance package that matches individual components to their intended use. Most performance spring manufacturers have technical help lines that guide technicians and retail customers toward spring packages suited to their individual needs. Whatever the situation, always remember to replace springs in pairs and remember also that springs and correct suspension height go hand-in-hand to create maximum suspension and steering performance. ■
Rapid Response: 800-928-1184 ext. 47047
TIRES
TPMS
2012 TPMS TSBs in Review H
ere’s a rundown of the top technical service bulletins related to TPMS from 2012.
Ford TSB Number: 12-6-2 Vehicles: 2009-11 Ford Edge and Mercury MKX Condition: Corrosion on the lip of 22-inch wheels and whiskers/vents on the tire’s bead seat may cause the TPMS to illuminate. Solution: Disassemble the rim and tire and clean the rim flange and tire bead with a Scotch-Brite pad.
GM TSB Number: 00-00-90-002K Vehicles: All GM vehicles with direct TPMS systems Subject: Adjusting tire pressures under warranty This TSB is an advisory stating adjustment of tire pressures is not a warranty procedure. It also defines a cold tire as one setting for at least three hours and advises against the use of non-GM tire sealants.
Infiniti TSB Number: 12-29 (Also Nissan TSB Number: 10114B) Vehicles: All Infiniti (Nissan) models with TPMS Subject: Damage to TPMS sensors Infiniti pulls no punches here! The luxury brand of Nissan tackles two of the leading causes of sensor damage. Infiniti tells technicians that deep well, long reach air chucks can break and bend stems on TPMS sensors. It even advises against the use of locking chucks. The TSB recommends the use of shallow chucks without extensions. While some au48 February 2013 | TireReview
A quick review of the top TSBs on TPMS service issues from all the automakers ANDREW MARKEL Contributing Editor amarkel@babcox.com
tomakers have stated that some sealants are compatible with their TPMS sensors, Infiniti states that some sealants and propellants can crack the housing of its sensor. The pictures in the TSB are hard to dispute.
Model: 2013 CX-5 Subject: Activation of sensors This TSB describes how the TPMS operates and how to service the system. Instructs technicians how to relearn sensor positions and possible symptoms for a problem.
Infiniti
Mitsubishi
TSB Number: 12-046A Models: 2013 JX35 Subject: TPMS registration procedure This TSB is of little consequence to technicians who use an aftermarket scan tool to register IDs with the TPMS module. The procedures discussed concern new hardware and software for the Consult III scan tool.
TSB Number: 12-31-001 Models: All Models with direct TPMS from 2004-12 Subject: TPMS general service procedures This 11-page TSB outlines how to service and diagnose Mitsubishi vehicles equipped with TPMS. This is one of the most complete TSBs ever published. This is a must-read that should be printed out and shared with your entire tire service team.
Jaguar TSB Number: JTB-001654 Subject: Loss of pressure during inflation Jaguar issued this TSB to advise technicians to be careful with valve stems during inflation or valve cap removal. The TSB advises strongly against metal valve stem caps that can cause galvanic corrosion. It also advises that if the customer has used non-approved valve caps, all four or five sensors should be replaced.
Lexus TSB Numbers: SB-0042-12, SB0055-12, SB-0056-12, SB-0073-12, SB0082-12, SB-0083-12, SB-0085-12 and SB-0100-12 Subject: Sensor activation on 2013 models. Dealer pre-delivery activation procedures to wake up the sensors. No use for in-service vehicles.
Mazda TSB Number: 02003-12
Toyota Scion TSB Number: SB0001-12 Subject: Inflation pressure temperature compensation Scion released this TSB to inform technicians how ambient temperatures can influence tire pressure. The release includes a chart that plots temperature and pressure. This TSB will help you determine the correct tire pressure in all seasons. SB000112 is another “must print” TSB for technicians.
Volkswagen TSB Number: 4412-02 Models: 2012-13 CC This TSB informs technicians that some CC models may experience a loss of signal from a single or multiple TPMS sensors. The only solution is to replace all four sensors with updated sensors from HUF. ■
Rapid Response: 800-928-1184 ext. 47049
TIRES
PERFORMANCE
Decreased Traction Culprits W
ay back when I worked for one of the largest automotive magazines in the world, we had a monthly minimum of photos of smoky burnouts and/or sideways drifting. Also, the cover was required to contain a minimum number of capitalized words and exclamation points! Top Secret Info NOW REVEALED!! It was a LOT!!! This is to explain that I was a drifter before the Japanese made drifting cool. An anecdote: I was driving a Pontiac TransAm on Mulholland Drive near the Ventura County line. Over the radio, the magazine photographer said calmly, “Okay, Mac, get it sideways after this school bus.” Followed by a more frantic: “NO, NOT THAT SCHOOL BUS! THIS SCHOOL BUS!” (We even spoke in all-caps with exclamation points!) The kids loved the show. The bus driver, not so much. After burning down hundreds of tires (MAYBE A THOUSAND!!!) in sometimes as few as a dozen odometer miles, I discovered something that tire engineers have difficulty explaining. Many street tires fail to recover anywhere close to their previous level of grip after a burnout or drifting session. (Note: I say “odometer miles,” because the photographers demanded the car remain absolutely stationary as the rear wheels spun. This required precise footwork with manual transmission cars, especially if the nose of the car was pointed at another less than two feet away. The Ole Miss journalism professors and 50 February 2013 | TireReview
Uncovering the ‘honest truth’ behind customers’ loss of grip complaints
Mississippi Highway Patrol thought I was just driving like a nut when, in reality, I was simply doing self-directed study for my intended career path.)
MAC DEMERE Contributing Editor
outs. However, without certain modifications, drifting is almost exclusively for rear-drivers. Other customers may complain about sudden changes in traction. A
Although your customers – or their teenage sons – likely won’t achieve a drift like this, smoky burnouts are one culprit for loss of grip tire issues.
“How do all these attention-garnering war stories help me?” you may ask. Here’s how: You will encounter customers who are unhappy with the tread life of their tires on their performance cars. The reason might well be smoky burnouts or drifting. Not that they will admit to it. Since even V6-equipped Mustangs have more horsepower than the TransAm mentioned earlier, almost every car – even front-wheel drivers – can be made to do smoky burn-
once-stable rear-drive car may now try to spin out on every corner. It’s what engineers call “oversteer,” and race drivers call “loose.” (see Performance, October 2012) When challenged with a question about poor tire life or bad handling in a performance car, I respond with: “Have you done smoky burnouts?” The likelihood that the reply will be truthful is low. Quite low. Even the mythical hero of television’s NCIS, Special Agent Leroy Jethro Gibbs, would not get a straight an-
swer. A friend of mine who is an expert witness in “lemon law” cases that involve this and other vehicle abuse offers simply: “They all lie.” The next question is harder to dodge: “Do you have a teenage boy in the house?” If the answer to the second question is affirmative, the mystery is solved. Mom and dad may not know that son has been doing smoky burnouts or drifting, but the chances are high that he has. To wit – I once approached my son with the blunt accusation that, “I know you took the car when you were 14 and I was asleep. Your parking job sucked and you curbed the tire.” See, they don’t remember that you were that age once.
Why the Loss of Grip? If I can inspect the vehicle, the first question will answer itself. Sometimes I don’t even have to bend over. If a pair of tires has noticeably less tread, burnouts or drifting likely has occurred. Sometimes one pair of tires still has mold pimples, while the other is down to 6/32nds (or less) of tread. I’ll also check in the fender wells
side is a smelly, toxic mess. The collection concepts were vetoed by Mrs. Demere, and no one squashes an idea as emphatically as a fiery ScotsIrish woman. Tires that have recently suffered through burnouts or drifting show many uneven wear patterns. Heeltoe wear and strange feathering are common. I am sorry now that I did not keep a photographic record. The “why” on the resulting drop in grip remains speculation. The best guess I’ve heard from tire engineers is that the near-300˚F tire temperature experienced in a burnout or drift causes a re-vulcanization. The cooled tire tread becomes harder. This is especially true for the race tire compounds found on Dodge Vipers and other super-exotics. (Yes, the tires have the same tread pattern as siblings with the same model name, but the rubber is identical – or very close – to that of a race tire.) Those who drift in competition replace tires after every couple of runs. I’d suspect that drag racer John Force, the king of burnouts, replaces tires at least every half-mile or so. And you’d be shocked how the multi-thousand-pounds downforce
> TAKEAWAYS • DROP IN GRIP CAUSED BY EXTREME HEAT • EXAMINE FENDER WELLS FOR RUBBER • CHECK TIRES FOR UNEVEN WEAR PATTERNS • CHECK TIRE PAIRS FOR WEAR VARIANCES of the drive wheels. I look for bits of blazing hot rubber that has affixed itself to suspension components or bodywork during the burnout. After my for-the-photographer burnouts, one could scrape up enough rubber to make a baseballsized orb. I wanted to start a collection of these. I planned to display them alongside an assembly of aluminum blobs left from aluminum wheels after car fires. (These were fires we happened upon during back-country drives; I didn’t start them.) The cooled aluminum puddles are incredibly beautiful, but the under-
produced by the front wing of a Top Fuel dragster causes those skinny little front tires to chunk. Speaking of burnouts and drifting, visit macdemere.net for stills and macdemere.net/videos.html for video. Let’s see those Japanese kids drift a stock, fully loaded Freightliner. In the meantime, getting to the bottom of grip complaints with performance tires really isn’t that hard. Far more often than not, someone has been playing hard. As long as the tires don’t take as much blame as they do abuse. ■ Rapid Response: 800-928-1184 ext.47051 TireReview.com 51
SOLUTIONS
SPOTLIGHT
Product Spotlight Tire and Wheel Balancers The latest tire/wheel balancers feature premium software and precise measuring for fast and accurate balancing. LCD screens and automatic settings save time and maximize productivity. The latest balancers also eliminate friction and feature specially designed gears that make loading and unloading easier on users.
HENNESSY According to Hennessy, the Coats ProRide Diagnostic PL Wheel Balancer combines superior ride management with easy-to-use operation to deliver increased productivity and a higher quality balance. The balancer features a pneumatic locking mounting system to reduce mounting time, while a pneumatic cylinder applies a consistent pressure on each wheel, reducing mounting errors. The ProRide Diagnostic PL also offers a “Stop & Lock” feature that locks the assembly in place at the proper weight placement location. Accurate runout measurements help quickly identify troublesome tires and wheels, the maker said, adding the unit has a smaller footprint than competitive models for better bay space utilization, and a multiple operator feature that allows up to four operators to save their individual preferences. ammcoats.com Rapid Response: www.TRRapidResponse.com/47150 Or call 800-928-1184 – Ext. 47150
HUNTER Hunter said its Road Force Touch delivers exceptional balancing service and performs a fast diagnostic road force test, which finds hidden causes of vibration and pulls not related to balance. The test is integrated into the balancing process to enhance the quality of service and generate more profit opportunities without adding valuable service time, according to the maker. The Road Force Touch also features a touchscreen interface that simplifies operation and shortens the learning curve for technicians. Live 3D graphics and animations display real-time wheel conditions and illustrate easy-to-understand procedures to improve ride quality, Hunter added. hunter.com Rapid Response: www.TRRapidResponse.com/47151 Or call 800-928-1184 – Ext. 47151
BENDPAK BendPak recently introduced its Ranger RB24T truck wheel balancer with a quick-chuck kit that reduces operator fatigue and decreases set-up times. Users raise and hang the wheel onto the quick-chuck that features auto-centering, hardened steel wheel holding supports. Then, using a special quick-chuck wrench, the wheel is automatically centered and secured in just seconds, according to BendPak. The three jaw chuck features a forged steel body and hardened wheel supports and gear slides, the company added. bendpak.com Rapid Response: www.TRRapidResponse.com/47152 Or call 800-928-1184 – Ext. 47152 52 February 2013 | TireReview
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SPOTLIGHT
RAV AMERICA The GTL4.140 video balancer precisely balances automotive, light truck and medium duty tire and wheel assemblies. The versatile machine is equally adept whether the application is a performance automobile, a rugged light truck, or a medium duty truck – including super wides, according to RAV America. Its features include a full color LCD display, premium software, DC drive system, integrated wheel lift, automatic data entry and automatic stop on top. Although the GTL4.140’s control pad consists of only five touch keys, most important balancing functions can be done without a single button push. Even precise tape weight balancing can be carried out without a single touch of the keypad, added the manufacturer. ravamerica.com Rapid Response: www.TRRapidResponse.com/47153 Or call 800-928-1184 – Ext. 47153
LIBRAUTO The Librauto G8-200 includes a patented self-propelled balancing unit with an advanced magnetic levitation module that offers the absolute best precision without friction, according to the company. To this precise spin technology the manufacture added 13 wheel balancing programs, including the smooth friction-free advance wheel braking system with electronic top-dead center wheel brake. The TDC is automatic for both the inside and outside planes. To the entire technology package, Librauto said it added a hood, pneumatic wheel lift and automatic data entry system for distance and rim. librautotech.com Rapid Response: www.TRRapidResponse.com/47154 Or call 800-928-1184 – Ext. 47154
BEE LINE Bee Line’s Smart Balancer II is the latest advancement in on-the-vehicle wheel balancing equipment that utilizes a touch screen computerized system, according to the maker. With just a few spins, the wheel is brought up to speed while a sensor measures wheel vibration. The user-friendly touch screen then indicates the exact weight and position where the weight should be added to the wheel, the company said. The Smart Balancer II eliminates the technician’s guesswork during the simple procedure, increases accuracy and maximizes quality, Bee Line added. beeline-co.com Rapid Response: www.TRRapidResponse.com/47155 Or call 800-928-1184 – Ext. 47155
Rapid Response: 800-928-1184 ext. 47053 TireReview.com 53
SOLUTIONS
PRODUCTS
Hot New Products Collapsible Tire Safety Cage A new two-bar tire safety cage is now available from Branick. The new model 2220 collapsible cage is primarily used on service trucks and provides durability and efficiency for field tire repair, according to Branick. The cage stands 60.5 inches tall and can handle tires with a maximum width of 22 inches (cross section) and maximum tire diameter of 54 inches. branick.com Rapid Response: www.TRRapidResponse.com/47160 Or call 800-928-1184 – Ext. 47160 All-Season Touring Tire Hercules Tire & Rubber Co. introduced the Ironman RB-12, a new all-season touring tire available in 21 T-, H-, and Vrated sizes with wheel diameters ranging from 13 to 16 inches with traditional 55/60/65/70 series offerings. Additional features include a symmetric, five-rib tread design that creates a larger footprint for stability and performance, and slotted shoulders, moderate siping and wide grooves to enhance water evacuation and prevent hydroplaning, according to Hercules. herculestire.com Rapid Response: www.TRRapidResponse.com/47161 Or call 800-928-1184 – Ext. 47161 Warehouse Management Software Aftersoft Network’s Warehouse Management Software is the latest software to integrate seamlessly with its VAST business management application. The WMS module will optimize the flow of goods through a warehouse, managing all activities from goods receiving and putaway to picking, packing and shipment. The soft54 February 2013 | TireReview
ware also features handheld PDA and scanner capabilities, the company said. aftersoftna.com Rapid Response: www.TRRapidResponse.com/47162 Or call 800-928-1184 – Ext. 47162 Steering Stabilizers Rancho has released new steering stabilizers in the RS7000MT monotube product series. The performance suspension and shocks manufacturer said the newest steering stabilizers utilize monotube technology, allowing for faster dissipation of heat and providing exceptional resistance to overheating during extreme use. Additionally, the Rancho RS7000MT steering stabilizers help reduce wheel shimmy, bump steer and vibration while tightening up steering performance. gorancho.com Rapid Response: www.TRRapidResponse.com/47163 Or call 800-928-1184 – Ext. 47163 Corrosion-Resistant Brake Pads Corrosion resistant protective coating from Performance Friction Corp. prevents rust, peeling and corrosion, and is extremely temperature resistant, according to the maker. Geopolymer technology provides strong protection on all surfaces of the brake pad. Additionally, the coating withstands salt spray and high temperature exposure, resulting in absolutely zero coat peeling and minimal to zero rust, the company said. pfcbrakes.com Rapid Response: www.TRRapidResponse.com/47164 Or call 800-928-1184 – Ext. 47164 HD Time-Release Oil Filters Luber-finer has launched its new line of heavy-duty time-release technology oil filters. The line provides users with an oil management system that helps maintain oil quality and reduce maintenance costs associated with oil change intervals, according to Luber-finer. The filters have been specifically engineered to help heavy-duty fleets extend oil change intervals by increasing the pro-
tection against oil degradation in modern diesel engines by providing a controlled release of a specially formulated, highly concentrated liquid additive into the oil supply. luberfiner.com Rapid Response: www.TRRapidResponse.com/47165 Or call 800-928-1184 – Ext. 47165 SmartWay Verified Trailer Retread Michelin North America has launched the EPA SmartWay-verified Oliver brand ULP Trailer retread. According to the company, the Oliver ULP Trailer is designed for long haul, wide base trailer applications and delivers enhanced fuel efficiency, providing fleets significant value and performance. Additionally, the precure tread features a visual depth indicator that reduces the retention of foreign objects in the tread face. oliverrubber.com Rapid Response: www.TRRapidResponse.com/47166 Or call 800-928-1184 – Ext. 47166 Laser Spotting Guide Rotary Lift said its Spotline laser vehicle spotting guide allows technicians to quickly and efficiently move vehicles in and out of the bay. The Spotline laser is installed on the top of the work area and projects a green laser line directly in the center of the bay. The laser is then used to center the line on the vehicle hood and dash while pulling in for perfect positioning every time. A new retrofit kit allows for any brand of lift to add the benefits of Spotline, the maker said. rotarylift.com Rapid Response: www.TRRapidResponse.com/47167 Or call 800-928-1184 – Ext. 47167
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■ COMMENTARY: Continued from page 60 “Somehow I have to tell the system what the new pressures are, but for the life of me I can’t figure out how to do that!” I chuckled. “Okay, I see where you’re coming from. Have you got the Tech 2 connected?” Beanie jerked his thumb towards the truck. “Yup. We’ve been staring at it for hours, but I don’t see anything that talks about tire pressures.” He retrieved the scan tool from Jake, who’d been fiddling with the control buttons. “Hey man, what a lame video game. All it does is show you numbers.” Ignoring him, I directed Beanie back to the main menu screen. “The tire pressure monitor functions are held in the remote control door lock module (RCDLM). Once you’re in there, go to module setup and you’ll be able set the load range and pressure of the front and rear tires.” Beanie shook his head in disbelief. “The remote control door lock module? I never would have thought to look there!”
I went back to the lunchroom and let the girls know it was almost showtime. Alley squealed with delight and waved her purple nails in the air to dry them. But Sam seemed distracted. “Slim,” she said, “I’ve got a question. I’ve been dating Beanie for a while now, and this is not the first time that a vehicle has interfered with our dates. It’s…it’s almost like cars are more important than people…” Her voice trailed off as she looked at me. “Is this something I need to think about?” I gulped. The reality is that anyone dating a tire guy or service tech needs to get used to days like this, days when things don’t go as planned. But we have enough strikes against us already – dirty fingernails, gashed knuckles, clothes that smell like oil and grease. I certainly wasn’t about to throw a crescent wrench into Beanie’s love life by telling her to like it or lump it. Instead, it was time to dispense a tidbit of tactful wisdom. Unfortunately, I was the only wisdom-dispenser in the room, and to be honest,
THE CAR SIDE
I have more success fixing fuel injection than counseling women. But I gave it my best shot. “Sam, every career choice has its high and low points,” I pointed out. “The key is to remember that life is like a Tech 2 scan tool: as long as we communicate well, and know where the pressure limits are kept, then the system will serve us well.” Sam stared at me like I was crazy. “Huh?” “Yeah,” said Alley. “That was weird.” I decided to let Beanie fend for himself. It was time to go home and be with the family. After all, isn’t that what holiday weekends are for? ■ 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 15 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
Feeling The Pressure I
t was just before the long holiday weekend, and everyone knows that holiday weekends are made for fun. Everyone, that is, except a young service tech still honing his skills. To these misguided auto enthusiasts, a holiday weekend means working on your buddy’s car – for free. Beanie asked if he could use the shop on Saturday. “My buddy Jake wants some help mounting new tires and wheels on his pickup.” He held out a brown paper bag. “I kinda owe him one.” “Sure,” I said, accepting his bribe. I opened the bag and peeked inside at the container of butterscotch-caramel coffee flavoring. “Good choice. Just be sure to clean up the place when you’re done.” The plan was to be finished with the tire swap in time to catch an afternoon movie downtown with their girlfriends. But as Basil would say, the best laid plans of mice and apprentices often go astray. The lights were still on when I drove by the shop around noon, so I stopped in to investigate. “Why so gloomy, girls?” I asked, coming into the lunchroom where Samantha and Alley were waiting impatiently. Samantha frowned fiercely as she paged through a magazine. “Beanie and Jake are having troubles,” she snarled. “It looks like we’re gonna miss our movie.” Alley, Jake’s girlfriend, was redoing her nails. “Sam, I say we ditch 60 February 2013 | TireReview
A stubborn TPMS problem is resolved with a quick scan tool solution
the guys and go to the movie ourselves.” She looked up at me. “Can you give us a ride?” “Whoa,” I said. “What seems to be the problem? Surely it can’t take that long to change four tires.” Sam tossed the magazine aside. “The tires are changed, but they can’t get the tire pressure monitoring light
to go out.” She looked at me pleadingly. “They need serious help, Slim. Could you please take a look?” Out in the shop I found the guys slouched dejectedly in the front seat of Jake’s 2008 Silverado. Jake sighed. “Bean, you told me you knew how to do this stuff. If we don’t get outta here soon, Alley’s gonna freak!” Seeing me come in, Beanie scrambled out of the truck in a panic. “Am I ever glad to see you, boss! This TPMS stuff is driving me crazy!”
RICK COGBILL aka Slim Shambles Contributing Writer
I surveyed the used tires and wheels scattered across the bay. “Okay, where’re we at?” Beanie pointed to the truck. “Jake wanted a new look for his ride, so we’ve replaced the original tires and wheels with these.” The KMC Backseat rims with 37x12.5R18 BFGoodrich tires were a definite improvement over the stock equipment. “I swapped over the TPMS sensors to the new wheels, just like Basil told me,” he continued. “As far as I can tell, we didn’t damage a thing.” He reached into the cab and pulled out the owner’s manual. “Next we went through the relearn procedure, using the high/low tire pressure method. You know, where you raise or lower the tire pressure until the horn beeps once? Then you move on to the next tire and do it again.” I surveyed the battle scene. “Did you start with the left front tire?” “Yup.” “And when you finished with the last tire, did you get two beeps, signaling that the relearn process was successful?” Beanie nodded again. “That part’s fine. The problem comes when I try to set the tire pressures.” I frowned. “Aren’t you using the tire pressures from the placard on the door pillar?” He sighed. “Well, no. On this model, the original tires called for 50 psi in the front and 80 psi in the rear. But the new tires are 50 psi all around.” Beanie threw up his hands. Continued on page 59
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