Phone Skills Drill April 2013 TireReview.com
Stop Saying ‘Buh-Bye’ to Callers and Dial in Customers for Life
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APRIL 2013
CONTENTS Volume 113 | No. 04
41
60
36 Columns & Departments ■ FIRST LOOK: TireReview.com Tax Tips + Customer Service + Tire Inflation
■ COMMENTARY: First Off - Death by a Thousand Cuts The Car Side - Power Maps for Dummies
64
■ NEWSMAKERS: Industry News Briefs 2013 TIA OTR Conference A Visit to Nokian’s ‘Winter Hell’ Hankook’s Annual Partners Day Nitto Adds ‘Severe Winter’ Tire
■ BUSINESS:
FEATURES
Market Intel - Tire & Service Pricing Social Media - Enhancing Social Marketing
36 Cover: Phone Skills Drill
■ TIRES:
52 Tires: Off-Road Light-Truck Tires 56 Service: Going Retro With Refrigerant
OTR Tires - Underground Mining Tire Service Performance - A Closer Look at Speed Ratings
■ SOLUTIONS: Spotlight - Tire Changers Products
|4
|6 | 76
| 10 | 16 | 20 | 23 | 26
| 28 | 30
| 60 | 64
| 66 | 69
46 Top Shop: Folsom Tire Pros 41 Special Feature: Tire Buyer Research BPA
INTERNATIONAL
Members of:
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TIRE REVIEW (ISSN 0040-8085) (APRIL 2013, Volume 113, Number 04. 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.
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FIRST LOOK
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Seven Tax Misperceptions April is tax time...well, actually the tail end of tax season, and one of the biggest hurdles you’ll face in running your own business is staying on top of your federal, state and local tax agencies. Tax codes seem to be in a constant state of flux, and are barely understandable to most people. As “ignorance of the law is no excuse,” it is safe to assume that a tax auditor will not look kindly on an “I didn’t know” answer to his inquiries. Your best course of action is to have a professional handle your taxes. tirereview.com/inBusiness
inTIRES
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Service Exposed
Inflation Myths
We’re all in the customer service business. So we need to get into our customers’ heads and really figure out the best way to serve them – men and especially women – and turn a problem customer into a customer for life. tirereview.com/inBusiness
There are three categories of tire inflation problem children: the ones who don’t regularly check; the ones who check pressures regularly; and the “hypermilers” who tweak pressure to improve MPG. They do as much harm as good. tirereview.com/inTires
TireReview.com Visitor Comments RMA-Backed Texas Bill Would Ban ‘Unsafe Used Tires’ “Should just ban all used tires. About the only time a used tire doesn’t have one or more safety issues is when someone changes wheels and tire size. That’s probably 5% of the total used tire market.” – CTA & CCR
on torque. Wheel fasteners should be dry with no lube. You should clean and inspect the threads, but lubing the stud or nut changes the friction, which will change your applied torque.” – Michael
Titan, USW Come to Terms on New Four-Year Contract
“About time. Should be for the whole country.” – Frank
“What? A settlement without drama? Wow. Didn’t see that coming.” – Paul Vanderburg
Skipping The Torque Wrench: Sticks Create Comebacks
Rainbow Tire Earns Success After a Unique Start
“We hand torque every lug that is removed and I’ve done a ton of research
“Yeah Tire Lady! You’ll go out and flatten your tires just to meet her and the crew.
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
Contributing Editors Mac Demere, Tim Good, Joanne Draus Klein, Al Cohn, Shana O’Malley, Jody DeVere, Rick Barnhart, Steve Ferrante Rich Ashley, Jeff Wallick, Heather Blessington 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
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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
Check out the commercials on their website – really fun. Never wrong.” – Popcorn Empress
Tire Dealer Loses $70,000 in Credit Card Scheme “It took 18 trips and $72,000 to figure this out. Better take a hard look at the employees.” – Delbert Hale
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
Death by a Thousand Cuts W
e’ve talked about the dangers of “creeping normalcy.” When changes – good or bad – are so subtle so as to not even be noticed, that’s creeping normalcy. Obviously the result of subtle negative shifts is an intensive negative, and compounded virtually invisible positive changes create a massive positive. The sister phrase to “creeping normalcy” is “death by a thousand cuts,” five words rooted in an ancient form of torture and execution. Mostly torture. The concept is pretty self-explanatory, so we’ll leave it at that. In the business world, “death by a thousand cuts” is always bad. There is no upside to the sum of small negatives over time. While usually via outside forces, those “thousands cuts” can also be self-inflicted – a form of business suicide no one sees coming but everyone sees. The absolute worst way to go, as they say. Those five words came to mind when I was reading a recent column in TIRE TRAX by Bob Richey, a member of the board of directors of the Tire Dealers Association of Western Pennsylvania. Richey’s “Little Things Add Up” in the association’s monthly newsletter suggested that tire dealers needed to be smarter with their generosity. The “one-size-fits-all-approach” that drove $29.99 oil changes and $79 brake jobs and even the still popular “out the door” tire prices might have been great for generating traffic and landing some sales, but they played hell on the financials. “Even on the simplest jobs, such as an oil change,” he wrote, “there are many factors that can ultimately play 6 April 2013 | TireReview
Is your good nature and the ‘cost of doing business’ doing in your business?
into the total cost of the job for your customers, as well as for your business. Besides the cost of special weights or grades of oil that add to the lost profits from loss-leader oil change deals, “What if the vehicle requires a special oil filter? For years, conventional spinon filters were the norm, and the cost did not vary significantly. In recent years, we are seeing many canister filters or special filters, and often they cost more and are more time consuming to replace. “What if the car has an air dam or shield that has to be removed to accomplish an oil change? Or what if it is an engine that requires more than five quarts of oil” – the amount most dealers advertise as the limit to their oil change deals? And what of any necessary oil disposal fees, collection costs or recycle charges? Surely your service tech will use at least one rag to wipe his or her hands. What happens if the oil pan plug goes missing or is dropped deep into a bucket of waste oil? Digging elsewhere, what happens when your tire tech spots a couple of missing valve caps on a TPMS-equipped car that came in for a free inflation check? When your techs do a courtesy check, who’s paying to top off the windshield washer fluid or coolant or brake fluid or tranny oil? How much brake cleaner do you go through on a simple brake pad replacement job? What about brake shims and clips, or the rust cutting spray needed for that suspension job? There’s an endless collection of nuts and bolts and fuses leaving your shop on customer cars with nary a dime collected.
JIM SMITH Editor jsmith@babcox.com
When you work out those “out the door” tire prices, have you figured in the cost (plus fair profit) for valve stems and caps, tech time to do a proper demount/mount, and the actual cost of all those road hazard warranties and free future tire rotations promised? Probably not. Some of you count it as the cost of doing business. After all, a happy customer today will be back tomorrow and tomorrow’s tomorrow. The little things do add up, and the kind of good customer you are trying so hard to attract will be dazzled, grateful and loyal. But how badly does all of this “goodwill” ding your financial results? Are you building a sustainable business on the basis of the next dollar deal or “valued added” that goes unaccounted for, or with your expertise and reputation and quality and honesty? Sure, some of you play with that “back side” money, which works great when you buy tires by the train-car load and collect the max volume deal possible. Front side or back side, profits are profits and when you give profits away, it’s called a loss. How can you be profitable, let alone secure and growing, if you keep giving it all away one nickel, dime or dollar at a time? Richey said he’s a “firm believer that the price of the job should reflect the material cost and the labor involved.” And he recognizes that with all of the makes and models and designs and configurations on the road today, one size cannot possibly fit all. The little things, he knows, do add up. ■
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“
Having access to the most reliable data and market feedback is incredibly vital to our success. Especially in
Tire Review’s annual Sourcebook distills it all down for us, with industry stats, dealer outlook, and consumer feedback – along with a huge Buyer’s Guide – all in one issue. If it’s not there, it’s not important.” the fall when we start planning for the next year.
- Howard Fleischmann Sr., co-owner, Community Tire Pros & Auto Repair, Phoenix
More. Delivered.
NEWSMAKERS INDUSTRY NEWS & EVENTS
Four Tiremakers Make Global 500 Top Brand List Bridgestone remains the world’s most valuable tire brand, according to new brand valuation research by Brand Finance. The annual Brand Finance Global 500, released in late March, showed that while Bridgestone suffered some slippage from 2012 and Michelin gained some ground, the Japanese tiremaker’s lead brand retained its top spot. Bridgestone placed 254th overall on the global rankings, down from 2012 placement at 235th. The brand was valued at $4.5 billion, up slightly from 2012’s $4.4 billion valuation, earning a brand rating of AA-. Michelin, meanwhile, jumped to 264th place on the global listing, up from 2012’s 271st spot. The brand earned a $4.4 billion value, well up from the $3.9 billion valuation of 2012, and a brand rating of AA+. Continental was third among tiremakers, with a global ranking of 374, down from 362 in 2012. The brand was valued at $3.2 billion, up slightly from 2012’s $3.1 billion, giv-
TIA Accepting Tire Industry HOF Nominations The Tire Industry Association is accepting nominations for the 2013 Tire Industry Hall of Fame. The deadline for nominations is July 5. A nomination form is available for download at www.tireindustry.org or by emailing dsage@tireindustry.org or calling Donna Sage at 301-4307280, ext. 102. The Hall of Fame is open to individuals in the tire industry, including manufacturers, inventors, publishers, equipment suppliers, tire association executives, tire dealers, tire and rubber recyclers and retreaders. The Hall of Fame may be awarded posthumously. Inductees are chosen based on 10 April 2013 | TireReview
ing it a brand rating of AA-. Goodyear, the only American tire brand on the global list, placed at 379th, well up from its 431st spot last year. The brand’s value came in at $3.2 billion, a significant jump from 2012’s $2.7 billion, earning it an AA- rating. Rounding out the tire category was Pirelli, which went unranked among the top 500 brands this year and last. Still, its brand was valued at $1.5 billion, up from $1.3 in 2012, giving it a brand rating of AA.
their contributions of new ideas, practices and/or innovations that promote the health and well-being of the tire industry; their exemplary and distinguished service in the tire industry; and the respect of their peers. Civic, cultural, educational or charitable endeavors will be considered, but are not a primary consideration as attributes for selection. Hall of Fame inductions will take place Nov. 4 as part of TIA’s Tire Industry Honors event, which takes place prior to the 2013 SEMA Show/Global Tire Expo.
Brennan Joins Falken in Product Strategy Role Tire industry veteran Rick Brennan joined Falken Tire Corp. as its
executive director of product strategy. “As we have continued to expand our product offerings and provide incremental value to our customer base, we thought it was only natural to expand our product expertise. We are excited to welcome Rick to the Falken family,” said Andrew Hoit, vice president of marketing. “Rick’s diverse industry background and over 40 years of experience will be a great compliment to our team.” Brennan, formerly vice president of marketing for Kumho Tire USA, will play a key role in working closely with Falken’s technical group to “monitor and drive our future product development needs, as well as help to coordinate our go to market strategy for new and existing product lines,” Hoit added. Continued on Page 12
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RMA-Backed Texas Bill Would Ban ‘Unsafe Used Tires’ The RMA is backing a bill introduced in the Texas state Senate that would ban the sale of “unsafe” used tires. The RMA testified in support of SB 459, introduced by Sen. Jose Rodriguez, before the Texas Senate Transportation Committee, which later passed the bill forward for the full Senate to consider. The RMA said that businesses should not be allowed to offer tires that are worn out, damaged or exhibit other unsafe conditions. “This legislation will help improve highway and motorist safety in Texas by addressing the sale of unsafe used tires,” said Dan Zielinski, RMA senior vice president. “Safety is the highest priority for the tire industry and we support this legislation.” The bill defines an “unsafe tire” as a “passenger or light truck tire that has tread less than one-sixteenth inch deep; has chunking, bumps, knots or bulges evidencing cord, ply or tread separation from the casing or other adjacent material; has exposed tire cords or belting material as a result of damage to the tire; has a repair to the tire in the tread shoulder, sidewall, bead area or belt edge area; has a puncture that has not been sealed or patched on the inside with a cured rubber stem or plug that extends through to the outside surface; does not clearly show the United States Department of Transportation tire identification number located on the sidewall of the tire; is subject to a manufacturer’s safety recall; has a puncture larger than onequarter inch; or does not otherwise
Pep Boys Adds New ‘Retail Experience’ Pep Boys launched an all-new customer experience on March 23, opening a completely redesigned retail store in Tampa. According to Pep Boys, the redesign reflects the com12 April 2013 | TireReview
meet department safety standards under Section 547.101.” To demonstrate what it feels is the problem of availability of “unsafe used tires,” Zielinski said the RMA “purchased several used tires from used tire stores in Texas. Each tire exhibited one or more conditions that are clearly unsafe. “Unsafe used tires are readily avail-
able for sale across the nation,” he said. “Any used tire is a risky proposition since it’s impossible to know the service history of a tire used by someone else. But some businesses are compounding that problem by selling tires that anyone in the tire business should know are dangerous.” In testimony before the Committee, Zielinski called SB 459 “common sense regulation of used tires,” adding: “We estimate that 20-25 million used tires enter the market each year in the U.S. What we don’t know is how many are unsafe. But it doesn’t take long to find them. Our members purchased several unsafe used tires from shops in the Austin area in just a few trips. These
pany’s latest efforts to make “auto repair more accessible and engaging for consumers.” The retailer said, “The new experience begins with enhanced customer service from store associates with a more customer-centric approach. From there, associates will focus on alleviating the stress and confusion that often shrouds auto service and repair by offering clear, easy-to-un-
tires are readily available. “Used tires are not subject to any regulations. All that SB 459 does is attempt to weed out those tires that every tire professional can and should know poses an unreasonable risk to motorist safety. Simply put, if you’re in the business of selling tires, you should know not to sell tires that match the conditions listed in this legislation. “Requiring used tire sellers to be appropriately accountable when they return used tires back to road service is a simple, reasonable attempt to protect consumers.” Tire buyers are not absolved, though. “Consumers always should approach a used tire purchase decision with caution,” Zielinski offered. “No consumer can possibly know the storage, maintenance and service history of any tire. Tires driven underinflated over time; suffered impact damage by hitting a pothole or curb; exhibit uneven tread wear due to poor vehicle alignment or have been repaired improperly can increase the risk of tire failure. “We are working to educate policymakers and consumers about the dangers of unsafe used tires and will advocate state laws to prohibit the sale of used tires with conditions that pose a significant motorist safety risk,” Zielinski said. “Consumers may think used tires are a bargain but saving a few dollars isn’t worth the risk if your choice includes a worn out or damaged tire.” Zielinski noted the RMA also is “advocating unsafe used tire legislation in Florida.”
derstand explanations of parts and repairs.” The new-look store will feature fresh interior and exterior design elements, with stone masonry and hardwood accents adorning the building and signage. These design elements carry through to the store’s interior, the company noted. Other upgrades include an enhanced, amenity-heavy Continued on Page 14
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customer waiting area and free wi-fi access. “Inside, the new store will incorporate an easy-to-navigate layout, replacing old store-length aisles with product ‘neighborhoods,’ which includes a section for organization and lifestyle products,” the company claimed. “This arrangement enables customers to comfortably move about the store, as well as quickly locate any number of products – from motor oil to iPad accessories.”
Harvey Firestone Inducted into Motorsports HOF Harvey Firestone, founder of Firestone Tire & Rubber Co., is among seven racing and motorsports industry legends who will be inducted this year into the Motorsports Hall of Fame of America. Firestone – along with Jack Chrisman, Masten Gregory, Brad Lackey, Bud Moore, Robert Petersen and Alex Zanardi – are the Silver Anniversary inductees who will receive the honor at the organization’s 25th annual Induction Ceremony, set for Aug. 21, at the Fillmore Theater in Detroit. “There is no better way to celebrate our 25th anniversary than with an induction class that showcases a true variety of American motorsports with an international flair,” said Ron Watson, president of the Motorsports Hall of Fame. “This year’s Silver Anniversary group features a champion rider and drivers, a title-winning team owner, a legendary publisher and an industrial giant whose name still graces racing tires today.”
IMI’s Equal Allows for ‘Operation Extra Mile’ International Marketing Inc. launched its “Operation Extra Mile” campaign in early March, which focuses on helping fleets extend tread life and overall lifecycle of commercial tires by reducing uneven wear and vibrations. This is particularly important, IMI said, with today’s more fuel-efficient tires. IMI reminded its Equal internal balance compound “keeps all tires, regardless of wheel position, in balance for the life of the tread. By maintaining a continuous mass balance, Equal reduces vibrations and uneven wear caused by speed, load and the road.” While most fleets take delivery and then balance steer tires, balancing drive tires is very uncommon, IMI noted, adding that as a truck goes down the road at 66 mph, the tire and wheel assemblies rotate 563 times per minute. Each rotation of an out-of-balance assembly brings irregular wear, the company said. According to IMI, reducing irregular or uneven tire wear – which hurts the fuel efficiency of the tire by causing early tire removal – makes it possible to take advantage of the last few 32nds, which is the most fuel-efficient portion of the tire.
TIA Seeks Board of Directors Nominations TIA is accepting nominations for service on the 2013-14 TIA Board of Directors. Board members serve for three-year terms and may be reelected to serve two additional terms. Any TIA member in good standing or an official representative of an industry association may recommend candidates to the nominating commit-
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tee; self-nominations also are welcome. All nominations should be submitted to the TIA office in Bowie, Md., no later than 5 p.m. on May 1. To download a nominating form, visit www.tireindustry.org or contact Donna Sage at dsage@tireindustry.org or 800-876-8372, ext. 102.
2013 Top Shop Award Entry Period is Open Entries are being accepted through July 5 for the 2013 TIRE REVIEW Top Shop Awards presented by Ammco/Coats. The industry-leading Top Shop Awards program seeks to honor the “best of the best” independent tire dealers in the U.S. and Canada. 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. Entry forms, prize information and links to past winners’ profiles are available at tirereview.com/topshop. 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. Dealers can nominate their own businesses, or others can nominate tire dealer businesses. The entry process is simple: Those making the nomination need to provide basic information about the dealership being nominated and write a short (300word maximum) essay explaining why that dealership should be considered. ■
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> Tire Industry Association
Crowded OTR Meeting Heavy on Data, Networking
M
ore than 500 members of increased production, how each proU.S., as well as the continued poputhe tire industry gathered in larity of TIA commercial tire and ducer saw the progress or decline of Puerto Rico for this year’s certain OTR segments, the potential OTR tire training efforts. TIA OTR Conference, not quite a for airless OTR tires, the state of OTR The Feb. 21-23 conference continrecord but an impressive total nonetire retreading, manufacturer efforts ued with a review of the OTR tire theless. What was a record was the at tire recycling and other “green” efmarket by Amit Agarwal, Bridgenumber of international attendees, stone Americas’ manager of business forts, and the impact of the decline in who visited the 58th annual confernatural rubber prices. analysis and forecasting. Unlike past ence from 18 countries. years, this highly anticipated presenOther Industry Concerns Perhaps it was the weather; the tation did not include actual OTR Day two kicked off with a presenbeachfront Gran Melia Golf Resort in shipment figures, a bit of a disaptation about TPMS use on earthmover Rio Grande, P.R., blessed the group pointment for the audience. Instead, with mild temperatures and bright Agarwal provided a look at the post- tires by Trevor Potter, vice president of sales and marketskies. Perhaps it was ing for Schrader Inthe company, camaternational. Potter raderie and contacts touched on the key that those intensely advantages of deinvolved in the OTR ploying TPMS on tire segment enjoy. giant OTR tires, as Or perhaps it was well as how TPMS the presence of Hall technology has had of Famer and golf to evolve to meet icon Chi Chi Rothe challenges of driguez, 77, who the harsh environwelcomed conferments OTR tires exence attendees with perience. an engaging keynote Michelin’s Besanspeech, and spent con then returned to time with those the podium with a participating in the The conference’s lively Tire Manufacturers Panel Discussion featured (from presentation on the conference’s anleft) Michelin’s Bruce Besancon, Yokohama’s Tim Easter, Bridgestone’s Wade key trends suppliers nual golf tournaGatlin and CMA/Double Coin’s Aaron Murphy. and dealers need to ment. be prepared for in Regardless, the attendees faced an intense agenda in recession condition of three key OTR the coming year. In closing, Besancon’s final point was that 2013 will be the a relaxing atmosphere. tire sectors: construction, aggregates TIA executive vice president Roy and mining. In addition, he provided year of choice, reminding attendees Littlefield, introduced by TIA presiindex levels for both OTR equipment that OTR tire end-users still have options, and their decision will be driven dent Randy Groh, kicked off the fessales and tire sales. primarily by business requirements tivities with a brief welcome address. Jim Smith, editor of TIRE REVIEW, moderated the popular Tire Manuand operational needs. Littlefield noted that the OTR Confacturers Panel Discussion, which Marvin Bozarth, TIA senior techniference “is a cornerstone for our asfeatured Bruce Besancon, Michelin cal consultant, moderated the annual sociation” and has proven to be “the North America director of earthOTR Retreader Panel Discussion, best source for new product and inmover tire marketing; Tim Easter, diwhich offered comments from Mike dustry information.” rector of OTR sales for Yokohama Berra Jr., vice president of CommuLittlefield recounted the current Tire Corp.; Aaron Murphy, vice presnity Tire Retreading; Dennis Bull, health of TIA, with the association ident of CMA/Double Coin; and president of BR Retreading; Brian carrying 721 total members, includHayes, vice president of manufacturing 377 that have signed up since the Wade Gatlin, vice president of mining for Bridgestone Americas. ing for Purcell Tire Co.; Noah Hick2012 Global Tire Expo/SEMA Show The sometimes spirited discussion man, president of H&H Industries; last November. A lot of that increase, touched on a wide range of topics, in- James John, vice president of operahe said, was driven by the ambitious cluding concerns over tire shortages, training tour that crisscrossed the Continued on Page 18 16 April 2013 | TireReview
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Aaron Murphy, vice president of CMA/Double Coin, connects with OTR Conference attendees (left); Roy Littlefield, TIA executive vice president, kicks off the event with a brief welcome address.
tions for Shrader Retreading; Ed Petros, sales manager of RDH Florida; and Frank Schmidt, general manager of McCarthy OTR Retreading Inc. Members of the panel pointed out that the economy remains the top issue, with uncertainty carrying through into 2013, stimulus monies that were earmarked for road construction projects drying up, and the continuing threat of regulatory action. At the same time, the retreaders did note opportunities handling 51inch and larger sized tires, the positive impact of low interest rates on equipment purchases, and growth
opportunities outside of the U.S. Closing day still provided a lot of valuable information for attendees. TIA’s Littlefield started the day with a recap of the November presidential election and its implications on business, as well as the status of Congressional inaction on a wide range of legislative matters. Brett Eckstein, executive director of Tire Stewardship Manitoba, delivered an enlightening presentation on the state of scrap tire disposal in the province. Manitoba passed the Tire Stewardship Regulation in 2006, and since then a not-for-profit group
Marvin Bozarth, TIA senior technical consultant, moderated the annual OTR Retreader Panel Discussion.
18 April 2013 | TireReview
manages scrap tire collection, processing and disposal – as well as recycling – on behalf of tire sellers. Bridgestone Americas’ Jeff Faubion, technical compliance trainer, then offered an inside look at OTR service truck pre-trip inspections. Required by law, these pre-trip inspections remain integral to tire service worker safety. Faubion reminded that Mine Safety and Health Administration inspectors can shut down a service truck if it is found to be unsafe, and the operator (the dealer) can receive heavy fines. Taking that theme further, Kevin Rohlwing, TIA senior vice president of training, discussed safety issues during the servicing of OTR tires. Rohlwing pointed out that OTR tire service techs face a difficult balancing act between getting the service/repair job done efficiently and getting the work done safely. The greatest threat to safety, he noted, came from lifting and jacking the vehicle and from assembly removal. TIA announced that the 2014 OTR Conference will take place Feb. 19-22 at the Marco Island Marriott Resort & Golf Club in Marco Island, Fla. Registration forms are now available at tireindustry.org. ■ Jim Smith Editor jsmith@babcox.com
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> Nokian Tyres Inc.
Visiting ‘White Hell’ to See Latest Winter Beaters
T
he reason Akron became the Rubber Capital of the World was not its unique ability or those of its inhabitants or even the earnestness and inventiveness of the locals. It was, in fact, all about location, location, location. Akron sat along a major east-west shipping corridor with railroads and the Erie Canal servicing the area, and it offered an abundant water supply in the Cuyahoga River. Half a world away, in the frozen reaches of Finland, a tire company (not an entire industry) grew up by taking full advantage of that country’s one abundant resource – cold. Taking a “lemons-lemonade” approach, Nokian Tyre developed what its Finnish homeland – and residents of other equally frozen Nordic countries – demanded: Tires that would allow safe, reliable transport in even the harshest winter conditions. Among the country’s most cherished pastimes is the sauna. In fact, there are said to be a million saunas in Finland – in private homes, businesses and even bars – or at least one for every five Finns. Everyone in Finland saunas, at least once a week, according
to stats, and some hearty souls combine the steamy warmth with a naked run at what they call “ice swimming” – cutting a hole in the thick ice covering a lake, jumping into the frigid water, crawling out and then racing back to the sauna. In Helsinki, the country’s capital and largest city, with around one million people, as well as its southernmost port, winter temperatures can reach -15˚F or colder. Summers – effectively June through August – can easily get into the 70˚F range; the rest of the year is various stages of cold, particularly the November-March period, which also is the darkest. Nokian Tyre hosted a hearty group of about 70 dealers and media from the U.S. and Canada for a three-day tour of its plant, primary warehouse, some fun winter activities and, of course, its fabled test facility in Ivalo. Located 200 extra cold miles north of the Arctic Circle, Ivalo is said to have 300 year-round residents and 20,000 hotel beds, catering as it does to Russian and Japanese tourists looking for skiing, snowmobiling or snowshoeing adventures. Ivalo also is home to the northernmost working commercial airport, which can handle a full 737size jet at its single gate. The Saariselka region, which includes Ivalo, also is home to a Porsche Driving Experience facility and another test track, this one used by other tiremakers and some automakers for winter testing. Nokian’s “Winter Hell” at Ivalo is proprietary save for one or two automaker tests per year. The dealer body included representatives Among the new tires coming is the fuel-efficient from Kal Tire, PRB, Hakkapeliitta R2 SUV. Touchette, Flynn’s Tire,
20 April 2013 | TireReview
Hannu Teininen, vice president of global sales and logistics.
Free Tire Service, Northwest Tire Factory, Grismer Tire, Direct Tire, Plaza Tire and Schneider Tire, among others.
The Tiremaker’s Evolution Nokian Tyre is headquartered in Nokia, Finland, about two and a half hours north of Helsinki. Nokian, once part of the same group with cell phone maker Nokia, was founded in 1898 as Suomen Gummitehdas (the Finnish Rubber Works), and its current hometown factory was built in 1904. It wasn’t until 1932, though, that the company undertook production of car tires. In 1934, everything literally changed when the world’s first winter specific tire was produced, followed two years later by the debut of the Hakkapeliitta winter line, still the cornerstone of virtually everything Nokian Tyre does. The Nokia plant has been expanded a few times over the years, but remains extremely “tight,” with narrow walkways and production equipment squeezed into place. Still, for the most part the plant has modern equipment, and can turn out some five million consumer tires per year. It also produces Continued on Page 22
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medium truck (including Hakka winincremental growth. move water, added snow grip edges in ter lines) and forestry tires. Dealers and journalists had a full the tread grooves that also fight slushIn 2005, Nokian Tyre went west, to day at Winter Hell to try out the three planing, and “extremely low rolling reVsevolozhsk, Russia, near St. Petersnew tires at Nokian’s 1,540-acre, 20sistance,” according to Mori. burg, to construct its secThe Hakka R2 reond plant. Expanded in places the Hakka R, and 2011, the Russia facility will be available next has the capacity to crank winter season in a range out some 12 million conof 13- through 20-inch sumer tires per year for sizes, all XL or run-flat domestic and export cus(for BMW fitments). tomers. Hannu Teininen, The equally fuel-effivice president of global cient Hakka R2 SUV has sales and logistics, shared a different looking tread during a briefing on the pattern compared to its company that Nokian sister, and a slightly difTyre is looking to add yet ferent tread compound. another plant, likely in The casing is enhanced western Europe. with a nylon cap belt Nokian Tyre also over two steel belts, turned to retailing, Mori noted. The tire launching its Vianor store also will be available for brand in Finland and next winter in an initial later in Norway, Swerange of 15- to 19-inch den and Latvia, exsizes, mostly XL, with Matti Mori, technical customer service manager, talks about the newest panding further across two run-flat versions. additions to the Nokian line. western Europe into The asymmetric Russia, and back across WR G3, replacing the the Atlantic in the WR G2, has four cirupper northeast of the U.S. Today, track facility, with three large frozen cumferential grooves, 3D lock sipes, there are more than 1,000 Vianor stores lakes serving as ice tracks. A series of heat-reducing indentation on the (35 in the U.S.) selling tires and vehicle Audi and VW cars, small SUVs and shoulder blocks, and a “nano base” services. sports models served as test vehicles tread compound that features three diffor the event, a short series of runs ferent compounds laid one over the Nokian in North America around a full lake track, an ice/snow other. A new face to North American slalom track, and on nearby public The H-, T- and V-rated tire will media was Tommi Heinonen, installed roads. come in a range of 16- to 18-inch sizes, last August as president and general According to Matti Mori, technical with six directional sizes in 14- and 15manager of Nokian Tyres North Amer- customer service manager, Ivalo is no inch dimensions. The WR G3, said ica, the parent of Nokian Tyres Inc., the winter convenience; it is a full-time, Heinonen, is making its way to North U.S. and Canada sales arm. permanent facility. America now. The 12-year Nokian veteran is lookMost serious testing is done at night That Nokian Tyre makes exceping to maintain double-digit growth in when temperatures, unaffected by tional winter tires there is little doubt. North America, and key to that continchanging sunlight and clouds, remain And in its Nordic home and western ued march will be the firm’s successful consistent. There are no cement or asRussia, the brand is well known and Entyre all-season passenger tire and phalt roads at Ivalo, only gravel routes understood by retailer and driver alike. the Rotiiva AT all-season light truck/that snow and ice over in the colder But in North America, Nokian reSUV line, as well as the three upcommonths (which is most of the year). mains a niche tire with a fervent but ing winter tires unveiled at this “If there is no snow, there is no testsmall following. The tiremaker has redealer/media event. ing,” Mori stated. Apparently that isn’t lied almost exclusively on its small North America represents just 7% of a problem, as over a 12-month period, cadre of dealers to handle advertising Nokian’s global sales, at around $142 test drivers at Ivalo will run through and promotion, which limits its ability million total for 2012. While it won’t 20,000 tires – Nokian and competitive to entice new buyers and new dealers. become a billion-dollar sales company units – a remarkable 55 for each day of Still, Heinonen has his eyes firmly on these shores anytime soon, Heinthe year. on continued growth, and the new onen fully expects the new winter rubWhile not entirely identical, the lines should help facilitate that. ■ ber filling its North American pipeline Hakkapeliitta R2 and R2 SUV lines do over the coming 18 months – the studemploy similar technology, including Jim Smith less Hakkapeliitta R2 and Hakka R2 “cryo crystals” in the silica-based tread Editor SUV, and the Nokian WR G3 – will be compound for added traction on ice, jsmith@babcox.com major contributors to the firm’s strong heavy tractive siping, pump sipes to
22 April 2013 | TireReview
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> Hankook Tire America Corp.
Execs Share Growth Plans, New Products at Meeting
S
ome new faces in management A number of dealers told TIRE RELee said that due to a combination welcomed more than 200 dealers, of increased availability of product VIEW they were interested in house distributors and their guests to brands Kingstar and Aurora, as Denfrom capacity expansions in the tireHankook’s Partners Day 2013, held in maker’s Indonesia and Hungary facil- lein indicated those brands have reFebruary at the Ritz-Carlton in Canceived added offerings to give dealers ities, as well as the end of U.S. tariffs cun, Mexico. a good-better-best lineup to offer cuson Chinese-produced consumer tires, tomers. Welcoming attendees to this year’s winter meeting New Tire Plant for the first time was ByeAlso taking the stage at ong Jin “B.J.” Lee, newlythe meeting was Hyun appointed president of HanBum Cho, president and kook Tire America Corp. chief marketing officer of Introduced by senior vice Hankook Tire Co., who president of sales Shawn noted Hankook’s success Denlein, who joined the plan “is based on achieving company last fall, Lee said an economy of scale for he believes in a “give and long-term success,” which take” philosophy with his “is crucial to continued customers as opposed to a growth and overall profits.” “take and give” business reThe appearance of Cho, lationship. who is a major shareholder In a separate one-on-one in the parent company and interview with Lee, the new is reported to be one of the president said he intends to 200 wealthiest people in offer strong support to his South Korea, was a refreshmanagement team. Pointing ing experience, according specifically to Denlein’s efto a number of dealers in forts on behalf of the tireattendance, who said meetmaker’s dealers and ing and talking with him distributors, Lee said, “Our allowed them to have a growth depends on our better understanding of the dealers.” Lee also applied a company as a global sense of humor and wellplayer. placed metaphors to his Hankook Tire America Corp. senior vice president of sales In order to reach the top business strategies and Shawn Denlein (left) and president Byeong Jin “B.J.” Lee outfive global tire manufactactics, presenting a very lined the tiremaker’s growth goals and strategy at the meeting. turer ranks, Hankook must personable attitude to overcome both Sumitomo event attendees. it is “very reasonable” to see HanRubber Industries and Pirelli SpA. To Growth Goals kook’s North American business unit do this, Cho said a North America tire Hankook – which currently regisreach sales of $1.4 billion in 2013. Over plant is a necessary addition to the ters as the seventh largest tire manuthe last seven years, the company has company’s overall strategy. He stated facturer in the world – has a longaveraged 13% annual sales growth in the chance of a U.S. plant being built stated goal of breaking into the top North America. “is over 80%; we want to grow evenly five. Hankook Tire America recorded Denlein, running the dealer meeting around the world and are looking for a 20% sales growth in 2012, reaching for the first time, said in order to acbalance.” $1.2 billion in sales. complish that goal, Hankook’s strateIn North America, Cho estimates That contributed mightily to Hangies are about “sustainable” growth for the company can improve its overall kook Tire Co.’s record global sales of the company and its dealer partners. marketshare to 12%, even to 15%, in $6.44 billion for 2012, up 8.3% from He emphasized Hankook’s product the long term, especially once a local 2011’s sales of $5.67 billion. Operating line, the quality of the tires and how plant is in place. profit in 2012 grew 58% year-overwell the brand has performed in sevOther highlights of the meeting inyear to $836.8 million. eral CONSUMER REPORTS tests.
Continued on Page 24
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cluded the announcement of future changes to Hankook’s “One” dealer marketing program, launched in 2012. The tiremaker also plans to continue to pursue OE fitments in both the consumer and commercial markets. Lee did share some concerns that Hankook expects 2013 will bring challenges, indicating that market expectations might be softer than desired. But Denlein said Hankook will outpace the rest of the industry, even in soft economic conditions, with a wide product screen that offers new and updated quality products.
New Rollouts On the consumer tire side, Hankook introduced new products in the winter and summer UHP segments, and discussed plans to further build its brand image with sponsorships, advertising aimed at consumers and dealers, and an expansion of its social media efforts. New consumer products for 2013 include: The Ventus S1 Noble 2 UHP AllSeason, which was introduced at the 2012 SEMA Show/Global Tire Expo. The tire went on sale March 1 in 40 sizes covering 16- to 20-inch wheel diameters. The Winter I*cept iZ, available in 24 sizes ranging over 14- to 18-inch wheel diameters. Winter I*pike RS, a studdable winter tire available in 37 sizes covering 13to 18-inch wheel diameters. The tire
Brian Sheehey, director of commercial tire sales and marketing, announced plans to increase Hankook’s truck tire sales force.
features a 16-row stud arrangement.
Commercial Tires
Brian Sheehey, director of commercial tire sales and marketing, announced plans to increase his sales force in order to help dealers develop stronger sales strategies to move product into local and regional fleets. He said the additions also would help dealers target specific accounts that are using competitive products. In this way, Sheehey said, Hankook can help dealers organize “better sales efforts” in defined territories. He also noted Hankook’s medium truck tires sold in North America are either Smartway-verified or designed to be verified by Smartway in the future. Another component of Sheehey’s business plan is to gather more cost-per-mile data, which he said is key information for fleets, and “allows the company to better understand new product development for our fleet customers.” New York Yankee and Cleveland Indian great Chris New medium truck Chambliss, who was the keynoter, stressed the value tires coming in the secand positive resolves of teamwork. ond half of 2013 include:
24 April 2013 | TireReview
• AH15 wide-based rib tire in 385mm and 425mm tread widths. The tire, which replaces the AH10, features anti-chip and cut compounding and enhanced endurance and mileage. • DL07 and TL07 long-haul super wide drive and trailer tires, each coming in size 445/50R22.5. • DL12 Multi-Way Series drive tire designed with traction aids and to handle higher operating weights. The tire will be available in sizes 295/75R22.5, 285/75R24.5, 11R22.5 and 11R24.5. • AM15 wide-base all-position tire for on- and off-road capability, available in sizes 385/65R22.5, 425/65R22.5 and 445/65R22.5. William Wong, vice president of World Wide Distribution in Irvington, N.J. – which has carried Hankook commercial tires for 13 of the 21 years it has been in operation – said his company’s business is made up of 80% commercial truck tires. “The Hankook brand is becoming widely accepted and does extremely well for our company,” he said. “As Brian Sheehey mentioned, there is a value in focusing on regional fleets, and we have been doing just that for many years in our trading area.” ■ David Moniz Publisher dmoniz@babcox.com
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> Nitto Tire USA Inc.
Nitto Launches NT90W ‘Severe Winter’ Tire
N
itto Tire USA Inc. recently launched its new studless winter tire, the NT90W, which the company said is “engineered for severe winter driving conditions.” The launch event for key trade and consumer journalists, held in February at the Miller Motorsports Park in Tooele, Utah, was part new product launch and part drive and learn, as Nitto pitted the new tire against its all-season Motivo – launched in 2012 – and the all-season Goodyear Eagle RS-A to demonstrate the new tire’s handling ability, as well as the difference in performance between winter and all-season tires. The Goodyear tire was included because it is OE on the Infiniti GSX vehicles used for several snow-covered track demonstrations: skid pad, acceleration/braking, emergency lane change maneuver, hill climb and handling course. According to William Hong, Nitto marketing analyst and project coordinator, the NT90W features advanced 3D interlocking, multi-wave siping and a silica-infused compound. The combination of circumferential grooves and wide lateral grooves evacuates slush from the tread pattern for increased grip, while the tire’s siping provides extra biting edges for traction in wet and icy conditions without sacrificing tire life. The interlocking design increases block rigidity when braking, accelerating and cornering to create a more even contact area, Hong explained. The NT90W also features crushed walnut shells infused throughout the tread compound to scratch and bite into ice and snow for improved traction, while bamboo charcoal acts as a sponge to absorb water on the road surface, he added. The new tire, designed for crossover vehicles, SUVs and passenger cars, will be available in late 2013 in 13 sizes ranging from 17- to
26 April 2013 | TireReview
The launch event for Nitto’s NT90W studless winter tire, held in February, included a snow-covered skid pad, acceleration/braking, emergency lane change maneuver, hill climb and handling course. Below, William Hong, Nitto marketing analyst and project coordinator, reviews the tire’s tread features, which include advanced 3D interlocking, multi-wave siping; and a combination of circumferential grooves and wide lateral grooves to evacuate slush for increased grip.
20-inch wheel diameters. On the marketing side, Nitto plans to add details about the NT90W to its website, as well as make a strong social media push closer to the 2013-14 winter season, Hong said. For dealers, point of pur-
chase materials and displays will be included, as well as other support, of which details are still being planned, he added. ■ Denise Koeth Managing Editor dkoeth@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
San Diego, CA Market Period 3/27-4/1 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. ■
Milwaukee, WI Market Period 3/27-4/1 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
$29.00 $30.00 $29.00 $363.96** $504.00* $334.00*
$34.99 $38.95 $440.00* $508.00*
$32.39 $429.99
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$19.99 $566.76*
$26.00 $30.99 $22.99 $29.95 $436.00* $533.84* $489.93** $592.00*
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$69.99 $84.99 $79.95 $379.96** $492.00* $334.00*
$59.95 $120.00 $480.00* $376.84*
$82.98 $412.56
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$69.99 $435.40*
$84.99 $74.95 $79.99 $89.99 $79.98 $456.00* $543.44* $499.93** $405.04** $467.96
Vehicle 3 Front Brakes, Turn Rotors $180.00 $150.00 $179.95 Replace All: 265/70R17 $559.96*** $760.00* $598.20*
$139.00 $180.00 $674.72* $900.00*
$165.79 $698.58
Vehicle 3 Front Brakes, Turn Rotors $250.00 Replace All: 265/70R17 $980.64*
Avg. All
Charlotte, NC Market Period 3/27-4/1 Mass Merch. A
Billings, MT Market Period 3/27-4/1 Mass Merch. A
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
$150.00 $200.00 $630.76* $692.52*
Mass Merch. B
Tire Dealer A
$25.98 $523.71
$130.00 $290.00 $759.96* $700.00*
$204.00 $752.78
Tire Dealer B
Avg. All
Car Dealer
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$34.99 $552.00*
$32.99 $34.95 $509.16* $555.80*
$28.95 $32.95 $600.00* $536.00*
$32.97 $550.59
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$27.00 $24.99 $40.00 $30.00 $34.95 $339.96*** $507.96** $472.00* $351.20** $560.00*
$31.39 $446.22
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$90.00 $84.99 $69.95 $576.00* $456.00** $567.80*
$79.00 $79.95 $564.00* $436.00*
$80.78 $519.96
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$69.99 $89.99 $89.00 $347.96*** $479.96** $468.00*
$84.78 $403.30
$169.00 $250.00 $760.00* $772.00*
$219.80 $821.44
Vehicle 3 Front Brakes, Turn Rotors $170.00 $179.98 $232.06 Replace All: 265/70R17 $559.96*** $695.96** $712.00*
$119.99 $179.95 $176.40 $702.40* $1016.00* $737.26
Baltimore, MD Market Period 3/27-4/1 Mass Merch. A
Tire Dealer B
Vehicle 3 Front Brakes, Turn Rotors $280.00 Replace All: 265/70R17 $960.00*
Wichita, KS Market Period 3/27-4/1 Mass Merch. A
$150.00 $250.00 $791.20* $824.00*
Mass Tire Merch. Dealer B A
Tire Dealer B
Car Dealer
Avg. All
Mass Merch. B
Tire Dealer A
$74.99 $99.95 $364.60* $356.00*
Car Dealer
Avg. All
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$34.49 $555.96*
$24.99 $37.00 $29.99 $32.95 $495.96* $440.00** $337.16** $452.64*
$31.88 $456.34
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$29.99 $24.99 $24.00 $29.00 $24.95 $484.88* $423.96** $420.00** $515.08** $562.40*
$26.59 $481.26
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$79.99 $535.96*
$89.99 $84.00 N/A $74.95 $82.23 $543.96* $512.00* $337.16*** $436.68** $473.15
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$69.99 $411.96*
$89.99 $124.00 $70.00 $104.95 $555.96* $468.00* $520.44** $628.96*
$91.79 $517.06
Vehicle 3 Front Brakes, Turn Rotors $170.00 $199.00 $229.00 $160.00 $189.99 Replace All: 265/70R17 $556.00*** $687.96** $615.96*** $681.00* $386.80*
$189.60 $585.54
Vehicle 3 Front Brakes, Turn Rotors $169.00 4150.00 $275.00 $109.95 $179.95 Replace All: 265/70R17 $475.80*** $667.80** $710.00* $640.00** $750.84* Legend
28 April 2013 | TireReview
* = Tier 1 Brand
$176.78 $648.89
** = Tier 2 Brand
*** = Private Brand/Other
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BUSINESS
SOCIAL MEDIA
Enhancing Your Social Marketing I
It’s your business – can you afford to leave social marketing to your 14year-old niece? HEATHER BLESSINGTON Contributing Writer heatherb@duowebsolutions.com
traffic to your dealership is you. I speak conversion. The tracking can be as ref you are like most tire dealers, manfrom experience; each week my highly aging your social media channels is medial as a checkmark on a piece of motivated, extremely passionate team a random mix of postings from time paper, but just make sure this gets to time, done when time permits. Meas- meets to discuss (whine about) our done. Every single coupon/offer redealer clients who promised to track uring performance on your channels is demption must be tracked, or what’s our well-executed Facebook promopushed to the back burner – way, way the point? back – since just figuring out conThe Right Resources tent is time consuming enough. Let’s start with what may be This article will help you create my biggest pet peeve of all time – a social media marketing plan that dealers who say something like works for the long term. The inforthis: “My daughter is coming mation provided here includes home from college for spring proven strategies specifically for break and she’s big on all this sodealerships; your part is commitcial stuff, so she’s going to handle ting to three things: resources, time it from here on out.” and budget. This is so foolish. You are runSocial media is free – As you ning a business. People’s liveliprobably now know, although it’s hoods depend on your success. “free” to sign up for social media Don’t be a cheapskate, and don’t channels, managing these channels underestimate the power (posirequires a budget and qualified tive and negative) of social media staff. On average, dealers should Because Facebook has the highest number of submarketing. be spending 10-20 hours per scribers in every single demographic, it should take Just because your kid spends week on social media marketing, at least 50% of your social media marketing time. 18 hours a day on Facebook doesincluding performance reporting. n’t mean he/she knows how to This time equates to either a parttions through to sales conversion – but market your business. Second, I don’t time or full-time internal position, dethen the dealer doesn’t hold up their care how old you are, you need to learn pending upon the size of your end of the bargain. We cry, we scream, about this stuff. Don’t pawn any mardealership, objectives and goals. we vent, and then we work out potenketing responsibility off on others and I Want ROI, NOW – No doubt tial solutions. To date, we have not disexpect it to get done correctly. It’s time about it, social media marketing recovered one go-to solution, so if you to get your hands dirty and learn it at a quires patience. This arena of markethave the magic answer, please tell me. high level so you can assign resources ing is by no means turnkey, but I can You must require your entire staff to appropriately. assure you I have never seen a dealer track social media-driven promotions If I were a dealer, I would have the fail if they commit to this effort. You at check-out. Here’s where it gets tricky; best-qualified internal resource manage should be seeing foot traffic marching customers may come in with printed my social media marketing. This perinto your dealership within 3-6 months son would generally be your marketing – even sooner if you start out of the gate coupons, but more likely they’re going to flash their mobile phone with the person, but not always. Perhaps your offering social media-specific coupons Facebook offer displayed on it to your service manager or IT person has the or offers. cashier. If your cashier gazes back, right skills and aptitude for the job. Driving Customers dazed and confused, it’s a problem. If I didn’t have an internal resource, I The biggest hurdle to driving foot Your cashier must track this sales would hire one on a part-time, hourly 30 April 2013 | TireReview
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basis. Word of warning here: everyone is a social media specialist these days, so do your due diligence in reviewing past work samples, client references and resumes.
Outsourcing In both scenarios, I also would outsource with a company specializing in the tire/automotive industry to work as a mentor/trainer for your internal staff member. The social media market is changing and evolving so quickly, my company even has a hard time keeping up with it. An example is Facebook or Google+ enhancements or product updates, which are literally made on a weekly basis, resulting in some big announcements posted on Mashable.com or Techcrunch.com (two great resources for the techie dealer who likes to keep up with the latest and greatest in the world of social marketing). This information can make or break your social media efforts because your marketing person is moseying along with no sense of industry best practices in security, privacy or current feature set (read: security breaches to your cus-
32 April 2013 | TireReview
tomer data, lack of reach to target demographic, and content postings that sit and spin when they should be informing your social communities of your dealership happenings). All of this results in lost revenue for you.
Channel Relevancy
The demographic and city reports in Facebook insights tell you Facebook is who your fans are and where they live. by far the most utilized social haves. The thought of managing three channel by dealers, and with good reachannels is daunting, however the use son: It has the highest number of subof tools like Hootsuite make this probscribers in every single demographic. This means you should dedicate at least lem disappear. Hootsuite (hootsuite.com/fea50% of your social media marketing tures/social-networks) is a social media time to Facebook efforts, which includes Promoted Post Advertising cam- management tool that allows you to post to multiple channels simultanepaigns (facebook.com/help/promote). ously, and it only costs $9.99 per month. Google+ and Twitter are the other Even better, Hootsuite allows postings two channels that I consider must-
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■ BUSINESS:
SOCIAL MEDIA
to be scheduled, so content can be planned ahead of time and posted when your fans are most active. YouTube is the most powerful social media marketing tool. The ability to express company culture, personality and style via video is second to none. Further, 30-second walk-around videos sell tires or vehicle services like there’s no tomorrow. Dealers who dive into YouTube are the most successful I have seen. The hard part is figuring out who is going to put their face on camera and who is going to shoot the video (which, by the way, is a simple process when shot from a smartphone with the YouTube app for automatic upload). Also, don’t just “wing it;” take the time to plan out your video and even some of the dialogue. You want it to look as professional as you want people to see your business being. Finally, we have two other visualbased tools, Pinterest and Instagram. Instagram is owned by Facebook and it can be integrated into your account, so that is one plus for its usage.
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Pinterest is known for its “boards” format, which auto-magically sorts your images into an eye-pleasing display that begs to be viewed and repinned by any enthusiast with a passionate bone in their body. My advice here is to take one of these channels on, if and when you have mastered the management of the big three – Facebook, Google+ and Twitter utilizing Hootsuite.
Performance Reporting Facebook insights are right there for the reading, so you must take the time to review the reports. The demographic and city reports tell you who your fans are and where they live, and you will likely be surprised to find your in-store demographic is different than your online demographic – which is something you need to consider and accommodate for when planning your content and promotions. Next, the daily performance reporting on key metrics is essential. The key metrics include: Reach, Likes, Engagement, Talking About This, and Virality
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(hover over each metric on your report to learn what each statistic means for your business). Your website reporting tool, such as Google Analytics (which is free) will tell you the referral traffic from your social media channels. Read about the reporting tools for the other social media channels mentioned in this article at the following URLS: Twitter: http://hootsuite.com Google+: http://www.allmyplus.com/ Pinterest: http://bit.ly/13XLYlV Instagram: http://statigr.am/ YouTube: http://bit.ly/Qov7m2 ■
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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JOANNE DRAUS KLEIN Contributing Writer
FEATURE
Phone Skills Drill Stop Saying ‘Buh-Bye’ to Callers and Dial Some Customers for Life We’ve all experienced it. We call a business seeking information about a product or service and, after countless rings, a quiet, bored-sounding employee mutters “Hello?” Unsure of our dialing, we verify that it’s the business we thought we called, and when the staffer drones “Yep,” we reluctantly proceed with our question. “Hold on,” the answerer slurs, placing us on hold for minutes. And when the same employee finally returns, he reasks what we want and grudgingly replies with a suspiciously brief and simplistic answer. We wonder whether he knows what he’s talking about, yet, seemingly helpless, we continue to attempt to engage. But only for a little while. And if the employee doesn’t soon transfer us to someone who actually seems to care, we end the call with an insincere thank-you and a firm hang-up. Yes, we’ve all experienced it. But, more importantly, have we – or our employees – perpetrated it?
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■ FEATURE: “This can be the difference between success or failure,” emphasizes Dave Crawford of Tire Pros/American Tire Distributors. “We preach that if you don’t do anything different today versus yesterday – except having every person in the store proficient and professional on the phone – it will make a difference. Every person means just that, even staffers in the shop, office and warehouse. If this is the first impression a caller has with your store, it has to be a good one. “‘You don’t get a second chance to make a first impression’ is the timetested statement,” he says. Hard numbers suggest that the old adage is true. McKay Allen of Contact Point, a company that records and tracks business phone calls, says its research reveals that less than 20% of a tire dealership’s calls from potential customers result in a close. “This means that under 20% of the people that call commit to coming in at a specific time,” he says. “Generally, the employee is far too willing to let the caller get off the phone without a firm commitment. “Every call counts,” he says. “You spend money to get the phone to ring. You have to seize every opportunity. Your marketing money is wasted if you let callers get away. Think about it: Someone is calling you and asking about tires and they’re not buying! Why?!” Many dealers probably know why. “The biggest risk I see,” says Marc Pons, president of Chapel Hill Tire Car Care Center in North Carolina, “is that dealership personnel could be busy doing their daily routines and fail to view the call as important compared to the other stuff they’re working on. If the staff views the call as a nuisance and not as an opportunity to shine to a prospect, then opportunities are going to slip through.” Given the ups-and-downs of the economy, preventing that phenomenon is more important now than ever. “We have to scrap for everything now,” Pons says. “Gone are the days of not addressing all the details of your sales and marketing, and phone calls cover both. The first few seconds of every call make a marketing impression. If you don’t deliver an impression that says, ‘We are professional; we want your
business,’ then you risk not making it to the sales opportunity. If there’s one thing we’ve learned from the recession, it’s not to take any customer for granted. They are all valuable. We need each and every one of them.” “Remember, the caller called you,” Allen emphasizes. “They need tires. They’re not price-shopping. Nobody price-shops tires for fun! They need tires or they wouldn’t have called. So, sell them tires!”
Beyond the Facts That, of course, is easier said than done. But breaking down the logistics behind business phone calls can help turn the call-to-close process into an art, as well as a science. First, callers to a dealership typically are one of three types, according to Crawford: Callers asking for a price, information, or availability of a tire, wheel or service; callers requesting an appointment for service; and callers
COVER
checking the status of a vehicle left for service. Allen says his company’s recordings reveal that many such callers have searched the dealership online, educated themselves somewhat about the product, and want to know more about tires for their car. Yet Allen reports that 70% to 80% of these opportunities are lost. “We generally hear employees provide pricing and then fail to sell,” he explains. “Our analysis found that if a direct invitation is extended on the call – something like, ‘We have some time at 2 p.m. today, so will you come in?’ – then the caller is 4.4 times more likely to purchase. This is compared to simply giving a price and letting them hang up, which is what we hear most often.” Steve Ferrante – whose Pinnacle Performance Training also provides phone interaction recordings, evaluations and scores for business clients –
10 QUESTIONS TO TEST YOUR PHONE SKILLS 1) Does a sincere welcome come across when you answer a call? 2) Do you smile? (It’s apparent on the phone.) 3) Do you properly introduce yourself and the dealership, and thank the customer for calling? (“Good morning, thank you for calling the Tire Shop, this is Joe; How can we help you today?”) 4) Do you ask for the caller’s name? (It turns the call into a conversation.) 5) When asked for a tire price, do you ask for the tire size or vehicle information? (Another opportunity for a conversation.) 6) Do you quote a range of prices starting with the lowest option? 7) Do you mention ancillary services offered, such as in-store credit, shuttle service, warranties, complete service available, and what’s included in the price? 8) Do you arrange for an appointment or invite the customer to stop in, so you can show the products quoted and ensure the right application? (This is called “asking for the sale.”) 9) Is the customer put on hold too long if the store is busy? (Perhaps you need more help.) 10) Do you follow up as promised? (If not, you fail.) Source: Dave Crawford, Tire Pros/American Tire Distributors
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No matter how busy the front counter gets, it’s vitally important to treat each caller as though they are the only customer at that time.
has found that sales percentages drop significantly with open-ended calls, when the potential customer is “calling around” with tire inquiries or price requests, as opposed to those in which a caller indicates that he or she is phoning to buy or book. That makes it even more important to engage the cus-
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tomer who’s less committed. “When the interaction is functionalfocused, many consumers feel like a commodity themselves,” he says. “Unless you’re in a business where you only have to sell the customer once and never see them again, don’t focus on closing the sale. Focus on opening the
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relationship, building trust and rapport, and creating a lifetime customer.” That apparently hasn’t changed, even in the face of technological advancements that have altered the nature of business communications. “Calls are more important now than ever,” Allen explains. “Here’s some data: First, mobile search will surpass desktop search by the end of 2013. That means more people will find your business on a smartphone than on their desktop or laptop. “Second, mobile searchers make a lot of phone calls. Google says that more than 60% of local mobile searches result in a phone call. “Third, analysis from various groups indicates that, because of mobile search traffic and calls, your business will receive more calls in 2013 and 2014 than ever before,” he says. “The number of calls is increasing, not decreasing.” Ferrante agrees, for additional reasons. “Customer engagement has become more important in the age of electronic communication,” he says. “The average customer calling on the phone is shopping around, and typi-
cally calls three tire dealers in the process. “When everyone they speak to sounds the same, with no one making emotional connections, the entire buying process is commoditized, with the customer most influenced by, and typically going with, the lowest price. The single biggest advantage brick-and-mortar retailers have over online retailers is their ability to humanize their interactions.”
Skill Enhancement So, how can dealers improve their employees’ phone skills? “Address it head-on,” Pons says. “Create a signature way that all staffers will answer the phone every time. Celebrate employees who do a great job on the phone. And training is the first step to becoming more professional. There’s a ton of training available now from outside trainers, consultants, books, DVDs and the Internet.” “Training is paramount,” Crawford agrees. “People will fall back into bad habits if the proper procedure isn’t reinforced constantly. It’s available from numerous sources: suppliers, independent companies, mystery-shopping providers. Sign up with a mystery-shopping program through an outside provider; there are several in the industry. Have a spouse, friend or neighbor place calls to your people and give them a scorecard to complete. Take the time to develop a script for how to answer a call, and make sure your people are following the guidelines.” “The real key is call recording and scoring,” Allen adds. “Nothing will improve until employees are held accountable. We have a tire client that started recording and scoring calls a few months ago. Their close rates went from around 20% to more than 70%. Their per-store revenue is twice the industry average.” Fellow call-recorder Ferrante also touts that technique. “The best way to manage employee
4 PHONE FAILS 1) Not connecting emotionally with customers: “Most salespeople focus on the functional or transactional side of the telephone interaction and minimize, if not outright neglect, the emotional or people elements. All too often they sell from fitment, what’s in inventory and price, often ending interactions without even knowing to whom they were speaking.” 2) Winging it: “There’s a profound difference between longevity and prosperity. Many tire store employees have been working in the industry a long while and have been managing incoming calls their way, for better and often worse, for many years. They frequently have no real process and simply let the caller guide the conversation, and respond to the inquiry with facts and figures. I have personally trained employees who have less than a year of tire industry experience who are routinely outselling their veteran counterparts on the phone by adhering to a proven sales process.” 3) Not asking any, or asking too few, diagnostic questions: “Like a doctor with a patient, employees should be trained to ask every customer specific needs-revealing questions before making recommendations.” 4) Lacking enthusiasm: “As Harvard Business Review reported, ‘Unengaged employees do not create engaged customers.’ When the employee is just going through the motions or sounds bored and disinterested, customer engagement suffers and sale conversions drop off considerably. Callers should sense the employee’s appreciation for the call and his or her desire to help them from ‘hello.’” Source: Steve Ferrante, Pinnacle Performance Training, SaleAway
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WRONG AND RIGHT WAYS TO HANDLE A CALL WRONG: “Answering a call in a way that conveys, ‘I’m rushed, I’m apathetic, I will not go out of my way for you, and I have poor listening skills.’” RIGHT: “Smile. Introduce yourself. Be engaged. Ask questions. Genuinely want to help. Genuinely want the business. Ask for the appointment.” (Marc Pons, Chapel Hill Tire Car Care Center)
WRONG: “Selling solely or primarily transactionally, and going through the motions, sounding like every other tire business the caller may contact.” RIGHT: “Having proper balance between emotional and functional elements, along with consultative selling to align recommendations with the customers’ expressed needs.” (Steve Ferrante, Pinnacle Performance Training, SaleAway)
WRONG: “It has to do with attitude, meaning whether you see the call as an interruption or an opportunity. In the business world, everything starts with a sale. If money doesn’t change hands, businesses fail. So, every call needs to be seen as an opportunity to make a new customer – and, more importantly, a friend and long-term client.” RIGHT: “Smile. Be pleasant. Ask questions. Focus 100% on the caller and not on what’s going on around you. And sell the appointment!” (Dave Crawford, Tire Pros/American Tire Distributors)
WRONG: “Employees in the industry sometimes sound very rushed or frustrated when they answer the phone. They’re not thinking about making a sale; they’re thinking about finishing the tires they’re working on. This can lead them to sound rude. The other problem is a failure to ask for the business. Just ask customers directly for the business! Don’t let them get off the phone until they’ve told you yes or no. Do not simply quote a price and let them go.” RIGHT: “The bottom line is that you have to be kind, professional and direct.” (McKay Allen, Contact Point)
performance on the phone is to record and evaluate actual customer calls,” he says. “It’s important to note that many companies in the industry are already recording their calls. If so, you’re only halfway there. “The other half – the more important half – is monitoring and evaluating those calls on how well employees are meeting, or not meeting, the established selling system. In the case of my clients, a couple dozen individual components are assessed and we can pinpoint precisely where the weaknesses are and what needs to be addressed.” “Start call-recording immediately,” Allen agrees, specifically mentioning the call-tracking software tool LogMyCalls. “It isn’t expensive. We’re talking about well under $100 per location. You have to hold your employees accountable. If you don’t, your close rates will stay low and you will lose business. “Think about every phone call being worth a new set of tires,” he says. “When you think of every ringing phone as worth $500 or more, you’ll invest in call recording. And you’ll make more money.” ■ Rapid Response: 800-928-1184 ext. 49040 40 April 2013 | TireReview
JIM SMITH Editor
SPECIAL FEATURE
How Tire Buyers Buy Tires New Google Study Shows Changed ‘Path to Purchase’
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onsumers now lean heavily toward digital and online resources when shopping for tires, but still rely on local tire shops for final purchases and installation. So says “Compete Tire Path to Purchase,” a new consumer research study conducted by Google and Compete in September 2012. The 36-page study dug into where tire shoppers look for information and pricing, how they follow through on their search, and how they follow-up post purchase. The results were both revealing and a bit surprising, especially as so many consumer product categories have shifted heavily to online purchases vs. brick-and-mortar stores. The study also gave a glimpse at how consumers see both “traditional” and tiremaker advertising efforts. The study fielded responses of 1,356 recent (within the last six months) tire buyers, and the results were compiled last August. More than 80% reported buying tires in a retail store, but 46% leveraged online and digital tools to do significant pre-purchase research. Some 72% of consumers claim they are open to considering multiple tire brands, tire
retailers or both – but tire brands and retailers “have a relatively low familiarity among shoppers.” From a demographic standpoint, today’s tire buyer pretty much matches the U.S. population. The respondent was the decision-maker (67%) or was heavily involved in the purchase decision (19%). Among those polled, 45% were female (vs. 51% of the general population), 59% were married (vs. 48%), 42% had children at home (vs. 46%), 49% were college educated (vs. 43%), 20% were non-caucasian (vs. 22%), and 60% were in homes with combined incomes of greater than $60,000 per year (vs. 42%). When these consumers considered what they were looking for in their next set of tires, durability (tread wear) was the most important at 86%, while traction ranked third at 80%. Squeezed between the two was price at 85%. At the back of the list were tire brand (55%), carmaker recommendation (46%) and the appearance of the tire (43%). With regard to durability as the most considered factor, 95% of tire buyers stated that their purchase was driven by worn out tires or a recommendation by the shop that their tires
needed to be replaced. Only 8% of tire buyers made their purchase on a seasonal basis (primarily winter tire buys). How long did it take for most tire buyers to make a purchase decision and take action? For 2012, 65% acted within one week, but 33% said they bought tires the same day they undertook shopping. This compared to 62% buying within a week in 2011, and 20% acting within one day. It took as much as three weeks for 26% of 2012 tire buyers to act, down slightly from 2011’s 30%. Google/Compete then compared how buyers acted if they purchased offline (at a store) vs. online. In the case of in-store purchases, 48% said they “needed to go” to a tire retailer to have their new rubber installed, and 41% said they did so because they “needed the tires immediately.” Some 34% wanted to see the tires “in person before buying them,” and 30% wanted to make sure tires for their particular vehicle were indeed available for purchase. The perceived expense of shipping tires (14%) was another reason behind in-store buys, as was the availability of coupons (11%). Just under 9% said they were not “comfortable providing perTireReview.com 41
■ FEATURE:
SPECIAL
sonal information on the Internet.” But those buying on the Internet were convinced that better prices were available online (42%), that it was faster to buy online (33%), that it saves time (26%), that there was better selection online (25%), that it was personally more convenient (24%), that it helps them avoid “crowds and lines of people” (17%), and it helps them avoid dealing with a salesperson (14%). Another 18% claimed having a positive prior online tire buying experience. But most online tire buyers lack bays and lifts, so they have to rely on making an appearance at a tire store. And while they were there, 24% ended up having brake work
done, 35% got an oil change, 43% got their tires rotated, and 44% had a complete alignment done.
Reasons for Decisions
With all of that in mind, Google/Compete turned its attention to what influenced the final purchase decision – what they referred to as “moments that matter.” Even as 72% of respondents indicated they were “open to multiple manufacturers, retailers or both,” 64% said they were clearly unsure of the manufacturer but only 33% were unsure of the retailer. This is particularly interesting as the survey did not mention the ages or age ranges of respondents; one can assume that there is an agerelated disconnect Accounting for 5% of tire purchasers, this is the third largest between shoppers and demographic segment of purchasers with a common gender, age tire brands and retailer and income bracket. brands. Some 46% said they engaged in using online resources to make their • Gen X male, with annual tire purchases, but of that household income of group, 37% said they researched online and then $100,000-$149,000 bought in-store. Nine • 83% are married percent claimed to have researched in-store only • 55% have at least one child to turn around and buy online. • 75% have graduated with a 4So what were the year college degree or higher, most powerful influencers on tire selection? with over half holding a gradAccording to uate degree Google/Compete research, family members were cited by 50% of buyers, followed by the salesperson (45%), TV (26%), newspapers (23%) Accounting for 6% of tire purchasers, this is the second largest and radio (14%). demographic segment of purchasers with a common gender, age In the online and digiand income bracket. tal spectrum, tire retailer and service shop websites were the most powerful influencers at 52%, fol• Gen X, female, with annual lowed by online conhousehold income of $60,000sumer-generated reviews (43%), general automo$99,999 tive websites (32%), car • 72% are married dealer websites (29%), service shop websites • 57% have at least one child (24%) and newspaper • Only 37% have a 4-year college websites (22%). In looking at media indegree or higher – 50% have fluence on tire buying, attended some college and/or Google/Compete found that among those who have an associate’s degree saw tire brand or retailer ads on TV, 38% did addiSource: Google/Compete research tional research on their desktop/laptop com-
Affluent Male Tire Buyer
Quick Facts:
The Upwardly Mobile Female Tire Buyer Quick Facts:
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■ FEATURE:
SPECIAL
1 in 5 Mobile Users Research AT the Retailer 57%
While at home While at work
33%
While waiting in line, etc.
23%
While at a tire retailer
21%
While visiting family members, friends, or colleagues at their homes
18%
While in a restaurant, etc.
17%
While out of town
15%
While on a train/bus/subway/plane
10%
While at a train/bus station or airport
8%
The locations of tire buyers when they used mobile devices to conduct tire research. Source: Google/Compete research
puter (computer), while another 17% used their smartphone or tablet computer (mobile device). Among those seeing a tire brand/retailer ad in a newspaper, 38% did follow-up research on their computer and 10% did it on their mobile device. Among those spotting a tire brand/retailer ad in a magazine, 42% went to their computer and 19% went to their mobile device for additional research, and among those reading a tire brand or retailer brochure, 53% headed to their computer and 8% pulled out their mobile device for follow-up research.
Going Mobile Google/Compete dug a little deeper into how and when consumers use their smartphones or tablets to research tires and stores. One in five mobile users did their research at the actual tire retailer site. More than half (57%) did their mobile research at home, 33% used work hours to do personal research, 23% research tire brands/retailers while standing in line somewhere, 18% while visiting with family, 17% while in a restaurant, and 18% while either wait44 April 2013 | TireReview
ing for or on a train or bus. We’re not trying to be smug here, but it is interesting: A) how people are using their mobile devices, and B) when they are researching tire purchases. Getting down to the brass tacks of using mobile devices, 33% used them to make sure they were getting the best price, while 28% used them to compare tire brands. Thirty-one percent used their mobile device to look up the address or hours of a tire shop they were interested in visiting, and 27% used them to seek discounts or special offers. In terms of specific digital resources on which mobile users depended, respondents turned to professional auto review sites (57%), general auto websites (50%), consumer review sites (48%), search engines (like Google) (45%), tire service center store websites (43%), tire brand sites (37%), carmaker sites (36%), car dealer sites (35%), newspaper websites (32%), video sharing websites (32%) and social networking sites (Facebook, Twitter) (31%).
Conclusions Google/Compete drew some con-
clusions from its research work: • Tire buyers are looking for durability and price, they research on the go, and they usually buy within a week. Recommendation: Maintain a consistent online and digital marketing presence to capture tire shoppers yearround. • Even as 84% buy in-store, nearly half are using some online or digital means to research their purchases. Recommendation: Work to better understand how online/digital is assisting your sales. • Tire buyers are “typically” the primary decision maker, and they often are married, educated and skew only slightly male. Recommendation: Capture in-market tire buyers by targeting demographic and tire interests. • Most tire buyers (72%) are “open” to tire brands and tire retailers – they are not “attached” to any particular brand or store – but tire brands have the lowest familiarity among buyers. Recommendation: Improve familiarity and purchase intent by “introducing your brand” and your key tire brands when undecided consumers approach your store. ■
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TOPSHOP FEATURE
SHANA O’MALLEY Contributing Writer
Folsom Tire Pros
Experience, marketing and top-notch service bring new shop fast success
Relatively new to the tire dealership scene, Folsom Tire Pros opened in 2010 when n a little over two years, Justin owners Roger and Betty Fuller purchased the facility. Breaux has turned Folsom Tire Pros into a well-respected, revenue-generating, full-service tire have a table and stools if you want to The one-location dealership is taiand automotive shop in the city of lored for a good customer experience, bring your laptop. “ Folsom, Calif., just outside of Sacrawith a waiting area that features The shop tries to keep waiting mento. times as low as possible and for cusample seating and plenty of enterBreaux was appointed store mantomers on the go, it offers a shuttle tainment. ager when owners Roger and Betty service. The garage features seven “We’ve got four leather recliners Fuller purchased the facility in 2010. and a big screen TV with cable and bays and is capable of handling al“I worked for their son for five or satellite so we can keep everyone enmost any type of work, according to six years and they wanted me to get tertained,” Breaux says. “We play Breaux. the store going,” he explains. music, we’ve got a mini fridge with “We do everything,” he says. "We Breaux has been in the automotive water in it and a coffee maker. We do Kias and we just got done fixing business since he was a teenager and has learned all the ins and outs over the years. At the age of 20, he was put in charge of managing a store and was able to generate more than $2 million in revenue. With those years of success under his belt, Breaux was confident he could get Folsom Tire Pros off the ground using a mix of effective marketing and good, old-fashioned customer service. “It’s a recipe like anything else,” Breaux says. “You can’t just be good at one thing. You have to be customer-centric. You have to be in-tune to understanding your customer, communicating with them, taking Folsom Tire Pros uses a mix of effective marketing and good, old-fashioned care of them truthfully. That’s a huge customer service to maintain success. aspect of it.”
I
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■ FEATURE:
TOP SHOP
the brakes and doing an alignment on a Maserati.” Breaux said they also are capable of doing work on vehicles over one ton, though they see them rarely. “We do motor homes every once in a while,” he says. “The shop was originally supposed to be a Panera, so it’s a pinwheel set-up. It has one bay door and the seven bays split off. There’s no way to get a motor home in here without shutting down the whole shop, so we do motor homes behind the building.” On a day-to-day basis, the shop performs a variety of services from tires, wheels and brakes to alignments and oil changes, to name just a few. “It’s a shorter list to tell you what we don’t do. We don’t do the actual rebuilding of transmissions here, we don’t do (engine) swaps and we don’t auto body,” he says. When it comes to tire brands, Breaux says Continental and Michelin are the most popular sellers. Folsom Tire Pros also carries BFGoodrich, Uniroyal, Continental, General and
Goodyear. It also uses topnotch equipment, such as Hunter’s laser alignment rack and Coats and Hunter tire changers to get the jobs done right.
Standing Out Breaux says the shop’s ability to do everything under one roof Using top-notch equipment and well-trained technicians, puts it at an adFolsom Tire Pros is prepared to handle nearly any automotive vantage over service job. the competition. “In our area, there really out to the community. aren’t a lot of places that do all of The business has used direct mail what we do,” he says. “There’s a and local advertising to help spread place across the street that only does the word, as well as racking up ontires and wheels, that’s easy for us.” line reviews from sites such as Yelp While it has a leg up on the comand establishing a social media prespetition, Breaux says one of the dealence on Facebook. ership’s biggest challenges has been “We did advertising on the shopgetting the Folsom Tire Pros name ping carts over at the grocery store
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TOP SHOP
with high traffic flow,” says Breaux. “Right now our strongest pull from marketing is our website, just because we built that with awareness in mind.” The website allows customers to print out coupons, shop for tires and wheels and schedule appointments. One marketing tool that’s been a big help to the up-and-coming shop is its affiliation with the Tire Pros network. “The business managers with Tire Pros really constructively try to find ways to help you grow your market and help you be more innovative,” Breaux says. “They help you with whatever problems you’re having.” He adds that being able to swap ideas with others in the industry has been a big benefit. “Our particular manager is really good because he gets to see a multitude of stores, he gets to see other people doing well and knows what works.”
Making Connections In order to make a name for itself
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The shop supports many community causes, including “Viva la Jessica” for a girl who suffered a brain injury in a horseback riding accident.
in Folsom, Breaux says the shop has been active in the local community. During its first year in business, Folsom Tire Pros helped raise money for a local charity called “Viva la Jes-
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sica” for a 10-year-old girl who suffered a traumatic brain injury in a horseback riding accident. Last year, the shop helped raise funds for the Rachel Gray Foundation for a young woman who was severely burned in an off-roading trip with friends. It also participated in the “Race to Keep Hearts Beating” poker tournament, which is dedicated to raising awareness of Sudden Arrhythmia Death Syndrome. Additionally, Folsom Tire Pros hosts car washes and candy fundraisers for local youth sports organizations. In just two years, the company has already established a solid repeat customer base, to which Breaux credits his employees for taking care of the customer from beginning to end. “We have a very friendly environment; we know all of our customers on a first name basis and truthfully, we’re just honest with customers,” he says. “It’s just getting everyone on the same page, from the guy sweeping the floors to the back crew.” ■
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TIRES FEATURE
JOANNE DRAUS KLEIN Contributing Writer
Meeting All Demands Dealers must be experts on off-road light-truck features, applications
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ark Twain might have said that rumors of the death of off-road light-truck tires have been greatly exaggerated. And he would have been right. “Several years ago, prognosticators had deemed the light-truck tire market as dead,” says David Shelton, director of marketing for Giti Tire USA. “Today it seems it is still alive and very well.” While the light-truck tire market has faced changes, many tire industry insiders agree it’s largely healthy, with signs of potential continued growth. And tire manufacturers seem prepared to fill that market with new and improved products. “The off-road business segment continues to be very strong for BFGoodrich off-road tire lines,” says Michelin North America spokesman Tom Sullivan. “We have identified opportunities to continuously improve market coverage by anticipating the demands and trends of new sizes. The 52 April 2013 | TireReview
To give a customer the best off-road light-truck tire, balance on-road performance and off-road capabilities based on his or her particular driving needs.
economic recovery makes us very optimistic for the future.” “With a positive trend in miles driven and consumers continuing to regain confidence, the light-truck segment enjoyed positive performance in 2012,” adds Suzanne Mitchell, manager of brand development at Hercules Tire & Rubber Co. “However, consumers have become more price conscious and, moreover, they are looking for value. Key performance features and benefits are still important to consumers, but they are demanding more at a more affordable price.” “Aftermarket sizing has been captured by the OE,” Shelton qualifies, “but many still want tires more for their particular application and use than the ‘streetable’ balance the OE
manufacturer has to provide to reach the larger mainstream consumer market.” “We had another solid year in sales for this segment,” summarizes Scott Jamieson, director of product management at Cooper Tire & Rubber Co. “Expectations would be for our growth to exceed the forecasted market growth in this segment into 2014.” So, to what can the segment’s proverbial second wind be attributed? Shelton says it’s, well, the joy of life. “Even though the economy has not recovered for all end-users, the market has remained relatively strong as people still wanted to go play,” he says. “Whether it was for showing off their rig, playing in the rocks or snow or mud, or going hunting, the desire to go out and play has remained.”
■ FEATURE: To that end, manufacturers are launching products with new features that they hope will generate additional excitement, some of which already are gaining market share in the segment. “The appearance of the tires has become more aggressive,” Shelton describes, “with shoulder blocks evolving down into the sidewalls, the addition of increased sidewall protection and bigger blocks being used. A great deal of effort has gone into carcass design to stabilize the blocks, as well as tread block designs for stability, and compounding for grip and noise reduction. And let’s not forget that we are pressured to reduce rolling resistance at the same time. “Basically,” he says, “we are re-engineering and redeveloping the lighttruck tire for today’s end-user.” “A great off-road light-truck tire starts with an internal carcass construction that’s rigid enough to resist punctures, yet compliant enough to allow the tire to form to the terrain,” Jamieson says. “Specially formulated compounds and tread designs have always had a large impact on the performance of a tire, and off-road tires are no exception. “Optimizing the compound requires numerous development cycles until the right balance is found that allows the tread pattern to be flexible, yet strong enough to resist lug tearing and abrasion to the tire,” he says. “Advances in tread design that complement the compound are found in dual-drafted groove walls that reduce stone retention while maximizing the tread footprint area. Strategically placed stone ejector ribs prevent stone drilling for added protection. “Not to be forgotten,” he adds, “is
the buttress area of the tire. While not directly in contact with the road, an aggressive buttress can add more biting edges and traction surface when in loose soil and mud.”
Brand Selling Points Manufacturers each are establishing their own areas of focus within these improvements, all in the name of healthy competition. “We are proud to continue investing in BFGoodrich tire research and development – in particular the durability of our tires to make them stronger and better resistant in order to meet off-road hazards in extreme conditions,” Sullivan says. “Our success in off-road racing, such as Baja and King of the Hammers in desert endurance racing, demonstrates the capabilities of our tires.” “GT Radial engineers and builds light-truck off-road tires to get you to and from where you need and want to go,” Shelton says. “We provide the durability to hold up to grueling use and survive when others may not. We design tread patterns and compounds to provide the grip that end-users want and need when they are on rocks, and the mud-slinging capability to power their way through a bog. We develop designs to represent the product’s capability to tackle the ruggedness of the environment that end-users want to experience. Lastly, GT Radial provides the civility that consumers expect when they are using the vehicle as their daily driver.” “Every off-road light-truck tire we offer has a unique set of specialized functions with the overall goal of holistic design,” Jamieson says of Cooper, citing one model that offers on- and
TIRES
off-road versatility, another that maximizes rough-terrain performance, and yet another attuned to gaining traction in adverse terrain conditions. And, for Hercules, the outstanding characteristic is “value, plain and simple,” Mitchell says. “There are a lot of great tires out there in this segment, but no other company offers the value that Hercules does. We provide dealers with great-looking, high-quality tires that deliver outstanding performance and high-profit potential – the complete package.” Of course, there are those who say price isn’t everything. “While price can play a factor in a purchase decision, if a tire doesn’t have the correct balance of attributes to meet their needs, customers are left with an under-performing tire and regret,” says Jamieson, who nods instead at styling. “Customers never forget about style and neither does Cooper. If a tire doesn’t complement a customer’s vehicle, it usually stays on the store shelf. Cooper’s holistic approach to tire design maximizes performance and style to give that truck a great look.” Sullivan, on the other hand, says that, “true off-road enthusiasts can’t be fooled. They demand durability and traction, which is what BFGoodrich off-road products are known for.” Meanwhile, Shelton sees the enduser as falling into one of two categories: “Serious off-roaders seek performance first, looks and then price,” he says. “They want a product that can get them to their destination, whether it be through mud, snow, sand, rocks, mountains or river bottoms. Their goal? To simply get away from the world.”
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Other Side of the Coin The other category, he says, is the street user, who wants the look of an off-road vehicle and therefore seeks looks first, then performance, then price. “However,” Shelton adds, “once they leave your store, they will evaluate the product on performance, whether it be ride uniformity, noise, grip or stability.” Even value-minded Mitchell ultimately agrees that, “there is no one dictating factor. The best advice we can give consumers is to really consider how they will be using the tires, or what they will be driving them on.” Experts have, in fact, created lists of considerations and multi-tiered processes by which dealerships can properly sell and service the tires. “The key is getting customers into a tire that fits their lifestyle,” Jamieson says. “It’s often a sliding scale of how much on-road performance is needed versus off-road capabilities. Understanding those needs requires asking some of the following: What is their primary usage with their vehicle? Is their secondary usage a high or low
percentage of the time? Is the vehicle their primary method of getting back and forth to work via roads and highways? Does their daily routine take them from the highway to dirt roads or farmlands? Where do their needs fit on this sliding scale of on-road versus off-road?” Shelton’s process has two steps: “The first step is the key to ensuring the end-user is provided the product that best fits his or her needs, wants, desires and expectations,” he says. “Interview the customer before you show him or her any product. Discover the uses and what the owner expects from it. Find out what they liked or disliked about their previous set, or their vehicle as it was previously set up. Then put them in the best product to meet their desires or expectations. This sounds simple enough, but it doesn’t get done often enough. “The second step is the one that builds trust and loyalty with the enduser,” he says. “Once the tires are installed and before customers depart, invite them back for a free rotation before they put 4,500 miles on the tires.
When making the first rotation by then, there is a good chance of nipping the tendency for tires with large tread blocks and depths to scrub into irregular wear before it gets locked in. In the process of maintaining the tire’s designed performance, handling and ride, you have developed trust from the customer. As you have helped them gain the best from their vehicle, you have also gained their loyalty.” Finally, Jamieson says a dealership’s best chance of successfully selling and servicing off-road light-truck tires lies in its level of product knowledge, as well as its ability to communicate that knowledge. “The dealer needs to be as well versed as the consumer,” he says. “The Internet has allowed the consumer to become more and more educated. This makes it critical that dealers who sell and service off-road tires become just as educated as their customers. Understanding consumers’ needs and uses, along with the capabilities and limits of the tires, will be vital to their success and future repeat business.” ■
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CARL FEDELE Contributing Writer
Go Retro With Refrigerant? R-134a Retrofits Still an Option – at the Right Price
O
ne of the more common questions I hear from current and former clients is whether it’s worth the trouble and cost to have the R-12 freon air-conditioning system retrofitted to R-134a refrigerant. Because this topic comes up a lot, I often wonder myself if it’s worth performing this task or if it’s better to repair the OE A/C system back to its original form. First off, it’s important to explain to the customer that the term “retrofit” describes special procedures that are required to convert a R-12 system to an alternative refrigerant. This service will depend on the need for this type of repair, the cost and how much the vehicle owner can afford. The A/C system to some people is a luxury, to some it’s a very important health issue, and others, depending on where they live, can take it or leave it, with money being a large factor in the decision. 56 April 2013 | TireReview
Surprisingly, there are still a number of vehicles on the roads today built prior to the introduction of R-134a in the early 1990s that could be in need of an A/C retrofit.
Before I address the issues of retrofitting a customer’s A/C system, I will consider what I call the three main Cs: Cost, Climate and Components.
Cost, Climate, Components You first need to determine how much the customer is willing to spend or can really afford. Does the customer need the very minimal performance out of the system due to driving habits? Or is it a health reason, where cost is not an issue? Next, consider if the existing components in the A/C system are in good shape. Are they working, broken or leaking? Are they compatible with R134a? After all, if the R-12 system is working, retrofitting alone will not make it better. Because R-12 systems were not de-
signed to use R-134a, owners should be prepared for a slight and noticeable reduction in the A/C performance, especially in warmer climates, where the A/C systems are running for many months during the year. If this is the case, the technician should recommend what additional steps would be most appropriate to make the retrofit a success. Consider that installing a larger condenser unit, plus adding an extra fan and a high-pressure cut-off switch would be needed here, and these items will run up the expense of performing the retrofit. In addition, it may be necessary to replace any worn A/C components, and some vehicles also may have components that were not made specifically to withstand the higher pressures of the R-134a refrigerant.
■ FEATURE: I still believe there is no reason to retrofit a vehicle to R-134a as long as the R-12 system is cooling properly and holds a full charge. Any A/C system designed to use R-12 will cool best when charged with R-12 refrigerant. If the system is leaking, repairing the leaks and recharging it with R-12 is still usually the best repair alternative. Where then, does retrofitting to R134a make the most economic sense? The answer would be when the system requires major repairs, such as a new compressor assembly, condenser or evaporator. Yes, R-12 is no longer produced in the U.S., but supplies of recycled R-12 still can be found, often with a high price tag, depending on the supply and demand factor. This, along with the cost of needed repairs, would drive most customers to an R-134a retrofit repair. Although the EPA has been educating consumers about options available to them in retrofitting their A/C system, the technician or dealer must inform the customer as to which type of retrofit procedure would work the best and what kind of price tag it carries. The informed customer can choose an OEM-warranted retrofit, if it’s available for the vehicle, a less-costly retrofit or something in between the two. OE retrofits were designed by the manufacturer to provide the best level of performance with the new R-134a system. But these types of retrofits commonly come with a high cost. They include replacement of major A/C components and require certain guidelines from the manufacturer and the EPA are followed. The Society of Automotive Engineers (SAE) provides guidelines for A/C retrofits in its Publication J1661. Most of vehicle manufacturers recommend removal of all mineral oil from the R-12 system, as well as replacement of the accumulator or the receiver-dryer with the one that contains XH-7 or XH-9 desiccant; replacing the O-rings; installing a high pressure cutout switch; changing the orifice tube or the expansion valve; and then adding PAG oil before charging the system. On some applications, OEMs call for a more efficient condenser, which would improve cooling performance, and the addition of a secondary fan unit, which will provide extra cooling
performance, especially at idle and low speeds. Through conversions to R-134a for many vehicles in the past, I found R-12 to provide better heat exchange potential during times when air movement across the condenser is nominal, such as at idle or slow speeds. For this reason, I found that replacement of the condenser unit and adding a secondary fan work quite well when retrofitting to R-134a.
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12 refrigerant. Of course, any compressor that is not in good shape should be replaced during the retrofit procedure, and service techs should make sure the replacement compressor is approved for R-134a service.
About R-134a Vehicle manufacturers still do not approve of any of the alternative refrigerants other than R-134a for retrofit. Mixing different types of refrigerants
The costs associated with a retrofit – new A/C components, refrigerant, recycling the old refrigerant and technician labor – may all be worth it for driver comfort.
Also, following guidelines and federal law, a permanent installation of R134a fittings on the high- and low-side service ports must be performed to reduce the chance of refrigerant crosscontamination, along with properly installed labels to identify that the system has been converted to R-134a. The R-12 system must then be flushed with the approved equipment and the rubber hose lines replaced. It has been argued that it if mineral oil is left in the system, it could cause system failure down the road. I’ve found that if you remove as much of the mineral oil as possible, any residual R-12 left in the system will not have a significant effect on its performance. Even SAE now states it believes system flushing is not critical enough to affect the performance of the retrofitted system. As far as the compressors go, some manufacturers recommend replacing them – or at the very least rebuilding them – and changing out the seals and O-rings that are saturated with the R-
will cause problems with operating pressures for that system. System pressures will be increased, which could lead to compressor failure and loss of cooling performance down the road. R-134a is regarded as one of the safest refrigerants introduced, based on the current toxicity data. It was tested by the chemical industry’s Program for Alternative Fluorocarbon Toxicity Testing (PAFTT) and was found to not pose any cancer or birth defect hazards. R-134a is not flammable at ambient temperatures and atmospheric pressures, but it has been found that some mixtures of air and R-134a have been shown to be combustible at elevated pressures. Because of this, R-134a equipment and A/C systems should not be pressure-tested or leak-checked with shop air. Even though a number of refrigerants other than R-134a have been listed by the EPA as acceptable under its Significant New Alternatives Policy (SNAP) program – which evaluates TireReview.com 57
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Components, fittings and retrofit kits are available from a number of suppliers.
substitutes only for their effect on human health and the environment, not for performance or durability – none of these refrigerants have been endorsed by OEMs for use in vehicles, and most currently are not readily available in all areas of the country. It’s important to remember that R-134a or any other alternative cannot be mixed with R-12 or used to top off the R-12 system, for this will cause system failure and very poor cooling performance problems. One last note on R-134a refrigerant: most vehicle manufacturers will not allow any other alternative refrigerant to be used other than R-134a for their retrofits, or the warranty will be voided.
Lubrication Needs As far as lubricants, we know the mineral oil used in R12 cannot sufficiently be transported throughout the A/C system by R-134a. Automobile manufacturers have tested both PAG and esters for lubricant miscibility, chemical stability and materials compatibility. Most choose to use PAG lubricants for their retrofits. Some new compressors are shipped with PAGs and some with ester; however, most of the ones I’ve purchased have come empty, requiring the technician to make a lubrication choice for the retrofit procedure. I recommend using the lubricant used by the manufacturer of the vehicle you are retrofitting. As far as how much to charge the system with the new R-134a, I suggest to charge the system with 80% to 90% of the amount of R-12 needed in that system. Most A/C system manufacturers provide guidelines regarding the correct amount of R-134a to be used. If no information is available, use the following formula: multiply the R-12 charge specification by 0.9 (90%), and subtract 1/4 (0.25) pound (R-12 Charge Specifications X 0.9) - 0.25 = R-134a Charge Amount). See the chart on this page for more information. Once the system is properly charged, a new sky blue-colored label that complies with the standard SAE J639 must be affixed over the existing R-12 label, or as close as possible 58 April 2013 | TireReview
Wonder how much to charge the system with the new R-134a? Most manufacturers offer conversion charts like the general one above. Make sure to check what information the manufacturer offers.
to the R-12 label. Any other information on the R-12 refrigerant needs to be rendered unreadable by some permanent means, such as complete removal, permanent marker or completely covered by the new R-134a label. The retrofit label shall contain the name and address of the company who performed the retrofit, the date, and the type and amount of refrigerant and lubricant used. The retrofit label must have a header with the words, “NOTICE: RETROFITTED TO R-134a.”
Weighing Alternatives As you can see, a lot goes into a good quality retrofit repair, including a hefty repair bill to the customer who chooses this type of procedure. The customer also can opt for the “quick and easy” retrofitting procedure: recovering the R-12 charge, installing the correct R-134a service fittings, adding in lubricant needed and recharging the system to 80% to 90% capacity with R-134a. This option also includes filling out and attaching the new sky-blue label with the correct information. However, these types of low-cost retrofits probably will not give the best cooling performance and may not even be possible on some vehicles. They also may lead to customer complaints, comebacks and even more headaches for the technician or shop owner in the future. I’ve found the Mobile Air Conditioning Society (MACS) provides a wealth of information on retrofitting procedures and guidelines to many vehicles. In classes that I instruct, I use MACS information to teach new technicians. Then, after all of the information is taught, I always ask my students the same questions they ask me: Is it really worth it to perform the A/C R-12 to R134a retrofit procedure? How much are you willing to spend to achieve the best cooling A/C performance? Then I let them figure out the rest. ■
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TIRES
OTR
Deep, Deeper, Deepest D
o the maintenance practices for tires operated in an underground environment versus a surface operation change? The answer is NO. In fact, more focus needs to be spent on maintaining the haul roads, loading and dumping areas to minimize early tire failure. Generally, in an underground mine operation water is difficult to avoid, which makes cutting of the tires much easier. This is why training both the operators and mine supervisors is more critical; everyone is either part of the problem or part of the solution to improving the overall tire performance. In this article, I will be focusing on only the high-ceiling, hard rock underground mine operations. These operations generally use pneumatic tires, unlike low-seam coalmines in which the tires are usually filled. The production equipment generally used in underground operations includes scoops (loaders) and haulage trucks (mostly articulated dumps but sometimes rigid frame). There also are drills and roof bolters in use, and the same principles that we will discuss for the tires on the scoops and haulers will apply to that equipment, as well. For the most part, once the equipment enters the mine, it will not come back to the surface until the end of its life. That means all the maintenance is done in the underground shop. Safety is the first priority. Prior to going onto any mine site in the U.S., you must be MSHA certified. Other countries have similar certifications, as well. When going underground, there is a special MSHA training course that 60 April 2013 | TireReview
Maximizing performance of underground mining tires takes a deeper approach TIM GOOD Contributing Editor
you must attend, plus whatever the mine site itself may require. It is important to listen and learn what to do in case there is an emergency. Although you won’t see as many underground mines in development or in operation as you do open pit, they are out there. And, yes, some of the
lems, meaning many of the principles of good tire management change and become more relaxed because the tires become virtually invisible below the surface. For underground mining tires, it is more important to focus on maintenance – getting another month out of a tire can save the mine a lot of
Tire application, proper fitment and maintenance are key aspects in underground mining operations, where cuts and impacts can wreak havoc on tires.
highest maintenance cost will be tires. This is why application, proper fitment and maintenance are very important. The main reason for removals is just like surface mines – cuts and impacts. But there are far fewer wear outs, depending on the site’s maintenance. Underground mine tires generally do not last as long – depending on the operation and its maintenance practices. What does seem to happen often are “out of sight, out of mind” prob-
money annually. One of the big problems with tire maintenance underground is “getting it done and done correctly,” according to Jerry Newton, who handles product application and field service for Maxam Tire International. “When the equipment gets inspected, you will normally see a couple mechanics cleaning or changing the air filters, dropping the oil, greasing, and topping off fluids,” Newton says. “One thing you will hardly ever see the mechanic do is check the air
■ TIRES: pressure or the condition of the tires. Unless the tire actually looks low, it’s generally ignored by a mechanic.” One important suggestion is that a run-low tire (less 20 psi from the recommended cold inflation) should never be aired up without first having a trained tire technician inspect and
program in place can save the enduser thousands of dollars each year. As I have discussed in previous articles, you cannot check the air pressure too much. Get the mine site into the habit of having the equipment operators do routine walk arounds and check tire
>TAKEAWAYS • CHECK TIRE PRESSURE, LOST AIR CAUSES • ENCOURAGE ROUTINE WALK AROUNDS • CHECK FOR WHEEL AND RIM DAMAGE • REDUCE WATER AND LOOSE ROCKS possibly remove the tire to ensure that it has not been run flat. Once inspected and the reason for the tire losing has been air found and addressed, then the tire can be aired and put back into service.
The Right Way Having a good tire maintenance
air pressure while they are checking the oil and performing other pre-shift inspections. After all, air in the tires is like oil in the engine: neither one can operate very long without the proper amount. Also, equipment operators should note any concerns with the tires, like serious cuts in the sidewall and tread, damaged wheel and rim
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components, and any loose or bent equipment body parts that might damage a tire. “The routine of checking all four wheel positions will add maybe 10 minutes to the rest of the walk around, unless the operator finds a low tire. At this point, the operator saved the company a lot of money. This is preventive tire maintenance,” Newton says. To ensure the operator is doing the routine walk-around, he or she should carry a check-off sheet that the supervisor eventually sees. Having the tires added to the pre-shift check-off sheet – and regularly checked – will allow the supervisor to schedule the equipment in for the necessary work.
Tight Spots Although checking air pressure is a crucial part of maintaining all tires, underground equipment is more susceptible to wheel and rim damage, allowing for air loss. This is due to the harsh, tight conditions in which the equipment operates while mining. The drifts are just wide enough for
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the machine, and the corners are tight. This means the rim and wheel components will get damaged easily, causing the air to escape from the tire. You’ll find on underground equipment that the side rings (flange rings) are damaged more often than in any other mining operation. The side ring supports the bead of a tire, which, in return, supports the rest of the tire. When you take this support away, you are damaging a tire, and more than likely it will be removed prema-
62 April 2013 | TireReview
turely and marked as junk. A lot of times, these removals can be avoided by keeping spare parts on the shelf and making sure any damaged components are replaced and disposed of when removed. Because underground mining operations run non-stop and most of the maintenance is done in a limited-light environment, little things get missed or left out, like not replacing the valve cap. We all know that the valve cap is the primary air seal. Installing the
metal cap on every valve stem hopefully will stop the operator from complaining about having to put air in a low tire every four to five days. While we are on the subject of sealing the deal, we cannot overlook the O-ring. Remember, “out of sight, out of mind” does not mean you can reuse some of the parts that you would normally toss out. When a tire is changed, be sure to cut and throw away the old O-ring. Taking shortcuts to save money will cost a lot more to the customer in the future. Every time a lock ring is removed and reinstalled, a new O-ring should be installed. In my mind, walking the area in which the equipment will be operating is more important with an underground mine than with a surface mine. As stated earlier, in underground conditions, water is just as natural as rocks and must be addressed to reduce tire cutting. Grading is important, but many times overlooked. Filling in the ruts and reducing the water and loose rocks will make a major difference in the life of a tire, whether on the scoop or haulage vehicle. Besides saving the tire, the operator will be more productive and much more comfortable. The last area to examine is the tire service bay. Make sure it is clean and well-lighted. This will ensure the tire and wheel/rim components can be properly inspected. As a side note, it is very important for the tire technician to dual inflate the tires. With the beads being so wide and strong, they’re more difficult to properly seat on the rim. This often is overlooked and can affect the performance of the tires. Just like surface mining, you should do a mine site inspection report for underground mine customers. The information you share with the mine customer will be very beneficial, with major returns coming much faster. There is more to tire and site maintenance than what we have discussed here. The way I like to look at it is: you can never say too much or too little about maintenance. The good thing about maintenance is it pays off. Get tire technicians, equipment operators and site supervisors involved and make them responsible. If everyone is doing their part, then downtime and tire costs can be cut drastically. ■
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PERFORMANCE
Closer Look at Speed Ratings H
ow many times have you heard this question: “Why do I have to pay extra for a Z-rated tire when I never drive over 70?” (We’ll ignore the fact that the questioner ran in a 90 mph pack on his recent trip from Memphis to Knoxville. The late British journalist L.J.K. Setright called the highway that connects the two – Interstate 40 – the fastest autobahn in the world.) Now, here’s a question you probably haven’t heard: “Why does my Lexus stutter at 150?” It was my mother on the phone. Despite her genteel Southern upbringing, she tended to get right to the point on phone calls. “Good morning to you, too, Mom,” I said. “What you experienced was the electronic speed limiter.” (Notice I was not surprised that Mom had bounced against the limiter.) “Why do they have that?” she asked. Rather than discuss the agreement among most auto companies to limit their fastest cars to 155 mph, I just said: “Toyota doesn’t want you going any faster than that.” “Why?” “If your tires are underinflated or damaged, they might fail.” “Can the thingie be disarmed?” Forgive me for lying to my mother, but I said: “No.” “By the way,” I asked. “Where were you going 150?” “Alabama.” No need for further questions: That told me she was running a buck fifty because she was late for church. 64 April 2013 | TireReview
Explaining the difference between Z-rated tires and their less expensive counterparts to customers
Fast forward a few years and my Mom had handed down the LS400 to my brother. He needed new tires. Of course he asked the tire salesman why he needed a Z-rated tire when
MAC DEMERE Contributing Editor
quiet it is, and how your tires handled deep water when they were new, replace them with the identical tire. And not just the same manufacturer and model, but the same part
Providing an easy-to-understand explanation of the need for more expensive, high speed-rated tires can be challenging when faced with customer doubt.
the same size from the same manufacturer with the same model name was available as a less-expensive Vrated tire. Of course, I got another phone call. The problem: I didn’t know – couldn’t know – the full answer. My short, incomplete answer was the same one I give any time somebody is replacing tires: “Between the tire and car companies, nearly a million dollars was spent developing the tires that are on your car. If you like how the car rides, handles, how
number. Why would you take a chance on messing up what you like for $200 (or less)? If there’s a performance category you don’t like (other than price or tread life), try an alternative.” Another short, incomplete answer is that while you may never exceed 80 mph, perhaps your son, brotherin-law, or the person to whom you sell the car may. Or maybe Mom will borrow it when she’s late for church. If a lower speed-rated tire fails in those situations, you will be heartbroken at best and could lose a huge
■ TIRES: lawsuit at worst. (And that fact also would ring true for the dealer who sold them.) Cars today can reach speeds that were unheard of in the 1970s. Back then, CAR & DRIVER did an article of all the American-made vehicles that could “double the double nickel.” There were 10 U.S.-made vehicles capable of going twice as fast as the hated 55-mph speed limit. One of the vehicles was a Dodge pickup that was exempt from the then-new emissions controls because of its “gross vehicular weight rating.” Today, a Honda Civic would easily blow past 130 mph if not for its electronic speed limiter. This is to say, trying to save a few dollars by installing a lower speed-rated tire does not make sense.
Digging Deeper A more complete, but possibly inaccurate, answer is that there may be absolutely no difference between the Z- and V-rated tire except the labeling on the sidewall. It’s not unusual for tire companies
to put two labels on the output of one tire mold. If they work their dimensions just right, a single mold can produce two different size tires. (See: “Tire Size Allowances: All 242/43R17s Are Not Created Alike,” June 2011) In the same manner, it’s not unprecedented that a V and a Z come from the same mold. However, your chance of learning that – even by accident – is pretty much zero. And I wouldn’t be shocked if I got a nastygram from a tire company for revealing that. Another factor is the lawsuits that plague the tire industry. When a tire company can lose a suit over a tire that was purchased used, improperly repaired at least twice, and run underinflated and overloaded for thousands of miles, the industry develops a healthy level of fear. Plaintiffs’ attorneys have kicked more than one tire company for failing to use a nylon cap, one of the features that allows the tire to pass the speed-rating test, even when the feature wasn’t required for the in-
PERFORMANCE
tended use of the tire. Also, it’s become easier and cheaper to build tires with nylon caps. Since nylon caps provide other benefits, tire companies are beginning to liberally employ them. Much of the speed rating issue is the tire companies’ own fault. Back in the day, they planted in the mind of consumers the fact that higher speed rating meant improved traction. But the two are only peripherally related. Yes, most sticky tires have high speed ratings, but it’s not the speed rating that provides that grip. Try this analogy: Most bankers wear suits and ties, but wearing a suit and tie does not make one a banker. The stiff belt package and cap required to meet the speed rating helps handling, but it’s the rubber compound that provides the grip. The next time an old lady tries to get you to install a lower speed-rated tire on her car so that she might save a few dollars, ask if she’s ever late for church. ■
TireReview.com 65
SOLUTIONS
SPOTLIGHT
Product Spotlight Tire Changers A tire changer is a costly purchase, so when shop owners are in the market for a new machine, they want a lasting piece of equipment that can handle the volume and variety of work that comes through their bay doors. The latest tire changers are capable of servicing a range of tire sizes, from lawn and garden tires to low profile and luxury models. Additionally, the leverless demounting and powered wheel lifts make it easier for technicians to safely handle the busiest days with ease.
JOHN BEAN
COSENG
The John Bean ATC 900 is a leverless high-productivity tire changer for passenger car, light truck and SUV tires. The dual-disc bead breaker, center clamp system and automatic demounting tool make the ATC 900 a productive solution, according to John Bean. Leverless demounting and powered wheel lift reduce technician fatigue and the opportunity for injury. Additionally, dual disc bead breakers are servo-positioned and electronically synchronized so the technician can efficiently maintain a safe and ergonomic bay position, the maker added. johnbean.com
The Coseng C933 tire changer features a unique, userfriendly and leverless tilt-back system that enables the user to mount and demount any type of tire, including low profile, reverse-mount wheels and run-flats, without additional tools. Coseng said the fast center post clamping system and automatic leverless mounting head system prevent the aid of a bead removing lever or extra physical effort. The leverless tilt back system side and mounted pneumatic wheel lift is designed to greatly reduce the operator’s effort, to maximize capability and efficiency, and to save time and money at the shop, the maker added. cosenggroup.com
Rapid Response: www.TRRapidResponse.com/49150 Or call 800-928-1184 – Ext. 49150
Rapid Response: www.TRRapidResponse.com/49151 Or call 800-928-1184 – Ext. 49151
66 April 2013 | TireReview
■ SOLUTIONS: COATS The Coats 70X Leverless model tire changer features a unique leverless mount/demount head that eliminates the use of manual tire tools and delivers increased productivity, and an exclusive swing arm locking mechanism that greatly reduces the operator effort required to change even the most challenging applications, the company said. It includes all the value-added features of the XSeries line, including advanced clamp positioning and Coats’ exclusive oil injection system. ammcoats.com Rapid Response: www.TRRapidResponse.com/49152 Or call 800-928-1184 – Ext. 49152
BENDPAK/RANGER The R980NXT NextGen tire changer from Ranger Products is designed to take the all-day abuses of high-volume tire shops. Designed to service lowprofile tires and large luxury wheels alike, the R980NXT also offers advanced power assist capabilities such as a quick-change lower disc roller and centering cone to aid in clamping, lubricating, demounting, mounting and inflation for stubborn tire and wheel combinations, the company added. bendpak.com
SPOTLIGHT
HOFMANN Hofmann’s Monty 3550em with patented EasyMont pneumatic bead assist is equipped to handle wheel diameters up to 30 inches. The Monty 3550 series is specifically designed to change low-profile, highperformance and run-flat tires, maximizing a shop’s versatility, according to the maker. The pneumatically controlled mount/demount head eases operator effort while still allowing for manual guidance and movement. Additionally, the EasyMont Pro holds the bead into the drop center, making one-operator tire changes possible on low profile, highperformance and run-flat tires, Hofmann said. hofmann-usa.com Rapid Response: www.TRRapidResponse.com/49153 Or call 800-928-1184 – Ext. 49154
CLARK HEINTZ TOOLS & EQUIPMENT Clark Heintz Tools & Equipment has launched the Pro 920 Plus TC tire changer. Features include bead breakers manufactured with steel and polished cylinders resistant to water and moisture. Additionally, the cylinder pistons are equipped with multiple seals, which allow for a powerful force during bead breakdown. The Pro 920 Plus TC tire changer electric motors are copper wound and are capable of handling larger wheels, the maker added. Transmissions are built with heattreated steel and aluminum cases. Worm gear, main gear and shaft are made of the highest quality materials in order to transfer ample power to the turntable. nhproequip.com Rapid Response: www.TRRapidResponse.com/49155 Or call 800-928-1184 – Ext. 49155
Rapid Response: www.TRRapidResponse.com/49154 Or call 800-928-1184 – Ext. 49154
TireReview.com 67
■ SOLUTIONS:
SPOTLIGHT
TSISSG
GREG SMITH EQUIPMENT Greg Smith Equipment introduced the Atlas TTC-306 automatic truck tire changer. Toggles on the console operate the bead breaker disc and mount/demount head assembly automatically from a remote position, according to the manufacturer. The Atlas TTC-306 truck tire changer is designed and engineered to handle wheel sizes from 14 to 56 inches, tire diameters in excess of 97 inches, and tire/wheel combinations weighing up to 3,950 pounds. The unit is priced under $12,000, including aluminum wheel adapters; an optional wireless remote is available. gregsmithequipment.com
Tire Service Equipment Manufacturing Co. and Saf-tee Siping & Grooving said its CH-22 multi-tire changer, CH-23 stand with bead breaker and floor plate make the small tire changing job easy, fast and economical. From lawn and garden to ATV wheels, the CH-22 can accommodate a variety of makes and models, according to the manufacturer, making it a complete tire changing station for small tires and wheels. The bead breaker is completely adjustable to accommodate any small tire width. The Mongoose tire tool also is included to mount and demount any small tire. tsissg.com Rapid Response: www.TRRapidResponse.com/49157 Or call 800-928-1184 – Ext. 49157
Rapid Response: www.TRRapidResponse.com/49156 Or call 800-928-1184 – Ext. 49156
HUNTER Hunter said its Auto34 tire changer services the toughest wheel combinations with effortless operation. According to Hunter, features include automated functions and a powerful, hightorque motor that services rims up to 34 inches without the use of bead levers. Only three switches and one foot pedal control virtually all tire changing operations, ensuring the same simple operation on all wheels regardless of the size, design or fitment, the company added. hunter.com Rapid Response: www.TRRapidResponse.com/49158 Or call 800-928-1184 – Ext. 49158 Rapid Response: 800-928-1184 ext. 49068 68 April 2013 | TireReview
PRODUCTS
SOLUTIONS
Hot New Products Radial Implement Tires New Firestone brand Destination Farm radial implement tires with AD2 technology are designed to significantly reduce soil compaction compared to equivalentsized, conventional implement tires, according to the tiremaker. Features include steel belts, wider section width, higher speed rating and a soil-friendly tread design. The tire is available in both IF and VF designations for greater loadcarrying capacity, the company added. firestoneag.com Rapid Response: www.TRRapidResponse.com/49160 Or call 800-928-1184 – Ext. 49160 Ultra-Premium Brake Pads Advics said it designs and produces brake pads for OEMs around the world. The engineering that goes into its ultra-premium brake pads has taken original ceramic friction technology to the next level, resulting in better heat dissipation, longer pad and rotor life, increased stopping power and overall performance, the maker added. advics-na.com Rapid Response: www.TRRapidResponse.com/49161 Or call 800-928-1184 – Ext. 49161 New Filter Catalog Denso has released the 2013 Air, Oil and Cabin Air Filter catalog (FIL-CAT-1112) for its First Time Fit filter line. Updated air, cabin air and oil filter coverage is included in the expanded catalog, which offers information in English, Spanish and French. Additionally, the catalog covers automotive, light truck and van applications. densocorp-na-dsca.com Rapid Response: www.TRRapidResponse.com/49162 Or call 800-928-1184 – Ext. 49162 Tire Comparator Type I and II IPA released its latest products, the Tire Comparator Type I and Type II. These tools help fleets ensure the greatest fuel economy and tire life possible to reduce costs, according to IPA. The Type I allows users to compare tire diameter on single and dual-mated wheel applications for proper pairing. Additionally, the Type I can be instantly adjusted to work on virtually any sized tire, up to 48 inches in diameter. The Type II provides an easier method of ensuring mated tires are within tolerance. The sliding tolerance gauge requires no
measuring, guessing, or even visual inspection, according to IPA. ipatools.com Rapid Response: www.TRRapidResponse.com/49163 Or call 800-928-1184 – Ext. 49163 Cordless Ratchet Wrenches Ingersoll Rand has added new ratchets to its evolving IQ v20 series cordless line. These ratchets are ideal for engine repairs, undercar work, and light industrial maintenance, repair and operations applications. The R3130 3/8inch and R3150 1/2-inch 20V cordless ratchet wrenches provide the power, portability and access users need for tight access jobs, according to Ingersoll Rand. Additionally, the cordless ratchets deliver 54 foot-pounds of torque to complete automotive and industrial equipment repairs quickly. ingersollrand.com Rapid Response: www.TRRapidResponse.com/49164 Or call 800-928-1184 – Ext. 49164 Two-Post Lift The new 9,000-pound capacity two-post lift from Direct Lift features asymmetric arms mounted on symmetric columns. The DL9 features improved arms and carriages to give users better pickup-point access and allow them to lift either asymmetrically or symmetrically, according to the manufacturer. The lift’s latch covers are made of impact-resistant polymer to minimize denting and scratching. All hoses are routed internally for improved aesthetics, and the padded switch that cuts power when a vehicle reaches maximum height has been redesigned, the maker added. directlift.com Rapid Response: www.TRRapidResponse.com/49165 Or call 800-928-1184 – Ext. 49165 New Diagnostic Scan Tools Delphi introduced three diagnostic scan tools and flash programmers, including 36 accessories, covering North American and Asian applications. Technicians connect the tool to the OBDII connector under the instrument panel to determine trouble codes and are guided to the suspect area. Additionally, technicians have access to the latest OE data and software, as well as the ability to receive current OE-based TireReview.com 69
■ SOLUTIONS:
PRODUCTS
service repair information, dedicated ASE-certified support, advanced training, a new mobile eCatalog and Delphi’s connected car telematics solution. delphi.com Rapid Response: www.TRRapidResponse.com/49166 Or call 800-928-1184 – Ext. 49166 Powerful Air Compressor The new Tri-Max air compressor by BendPak features an extreme-duty 3cylinder pump, designed and manufactured to operate with maximum efficiency under all load conditions. Additionally, the cast-iron pump provides 360-degree cooling efficiency and splash lubrication. The 7.5 HP motor packs a lot of power but makes little noise, according to the manufacturer. bendpak.com Rapid Response: www.TRRapidResponse.com/49167 Or call 800-928-1184 – Ext. 49167
Updated Scan Tool Bosch recently updated its Mastertech VCI scan tool to expand support for more in-depth vehicle coverage. Featuring the powerful ESI[tronic] 2.0 diagnostic software, the Mastertech VCI now includes Volvo, Toyota and Chrysler to provide an unparalleled aftermarket diagnostic and service resource for multiple vehicles, according to Bosch. boschdiagnostics.com Rapid Response: www.TRRapidResponse.com/49168 Or call 800-928-1184 – Ext. 49168 Light Truck Tire Maxxis International spent three years of market research and engineering to develop the new HT-770 light-truck tire. Features include increased casing stiffness and tread reinforcements to improve overall braking performance. Additionally, the sidewall was finetuned to improve the overall ride as well as stability under emergency maneuvers or heavy crosswinds. maxxis.com Rapid Response: www.TRRapidResponse.com/49169 Or call 800-928-1184 – Ext. 49169 Clone-able TPMS Line Standard Motor Products said it has added the popular Ford-banded style TPMS sensor to its growing clone-able TPMS sensor line. This new sensor matches the original for fit, form and function; and due to its advanced engineering, can easily be cloned in less than a minute with the existing sensor ID, eliminating the need for a factory relearn, according to SMP. Standard part TPM23A offers extensive model coverage for Ford, Lincoln, Mercury and Mazda, model years 2005-11. smpcorp.com Rapid Response: www.TRRapidResponse.com/49170 Or call 800-928-1184 – Ext. 49170
Rapid Response: 800-928-1184 ext. 49070 70 April 2013 | TireReview
Pick-Up Tire Cage The newest pick-up truck tire cage is now available through Martins Industries. The pick-up truck tire cage was designed, tested and manufactured to transport tires of all sizes, according to Martins Industries. The tire cage works on all types of pick-ups that have an 8-
foot box. On average, it can transport approximately 100 tires of 17 inches in diameter. The cage is equipped with a safety net for the top, a locking system and stainless steel hardware to prevent rust. martinsindustries.com Rapid Response: www.TRRapidResponse.com/49171 Or call 800-928-1184 – Ext. 49171 Synthetic Oil Blend ACDelco’s 5W20 Dexos1 synthetic blend oil is now available for selected 2013 Chevrolet and Cadillac models. Dealers can obtain the oil through their local GM oil distributor, according to ACDelco. The oil is available in 55-gallon drums or by the quart. acdelco.com Rapid Response: www.TRRapidResponse.com/49172 Or call 800-928-1184 – Ext. 49172 Digital O2 Sensor Catalog In an effort to continue an eco-friendly approach of digitizing print material, Spectra Premium said it has launched a digital flipbook format of the oxygen sensor catalog. According to the company, this format features an easy to navigate online tool, while being compatible with mobile devices. spectrapremium.com Rapid Response: www.TRRapidResponse.com/49173 Or call 800-928-1184 – Ext. 49173 Online Marketing The Kukui online marketing suite offers clean, powerful website designs, optimized to boost conversion rates as well as search engine rankings, according to the maker. A content management system is included with every website and is integrated with a tire dealer’s POS system, so dealers can see their marketing ROI. Additionally, it helps improve customer relationships through service reminders, emails, blogs and customer review posts. kukui.com Rapid Response: www.TRRapidResponse.com/49174 Or call 800-928-1184 – Ext. 49174
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APRIL 2013
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■ COMMENTARY: Continued from page 76 new ignition switch, but that didn’t help. Then I disconnected the sunroof wiring harness, but we’re still blowing the link. I don’t know where to turn next, guys!” Basil rubbed his chin. “Turn is a good choice of words, Beanie. You need to check your road map. Have you consulted the appropriate wiring diagrams for this vehicle?” “Well, yeah. Spoke has them printed out right here. That’s how I know the wire only feeds the sunroof and the ignition switch.” He paused briefly. “From what I can see, there’s only a few circuits going off from the ignition switch, and each one has its own separate fuse. Those fuses aren’t blowing, so it can’t be one of them.” “Hold up there,” growled Tooner. “Whaddya mean ‘only a few circuits?’ Since when does an ignition switch feed only a few circuits?” He headed for the shop computer. “Keep him talkin’, boys. I’m gonna check out that diagram myself.” When Tooner returned, he had a crumpled printout clutched in his
hand. “Beanie, I show a ton of circuits runnin’ off that ignition switch, and there’s at least four or five that ain’t got no fuse.” He thrust the wiring diagram towards the phone. “It’s all right here on page three.” There was a long pause from the speaker box. “Uh, page three?” ventured Beanie meekly. “I’ve only got two pages here.” Spoke used the same online service for repair manuals and wiring diagrams that we did, but somehow he’d only printed out two of the three pages required. Once Beanie found page three, he was able to trace the short to the EGR solenoid wiring harness, which had melted to the exhaust manifold. I hung up the phone. “Well, I guess we’ve learned a lesson. Never send an inexperienced tech on a service call.” “Whaddya talkin’ about?” Tooner bristled. “It ain’t Beanie’s fault we didn’t give him the right gear before he left!” “The right gear?” “Yeah! The road map, er…I mean the wiring diagram. Rule number one: never trust the other guy’s informa-
THE CAR SIDE
tion.” “Exactly my thoughts,” chimed in Basil, clapping Tooner on the back. “You can’t blame the lad for getting lost when we’re the ones who sent him in the wrong direction. If you ask me, I’m rather proud of the boy.” “Ditto. Now let’s go have some of them donuts. I feel like celebrating.” Basil and Tooner headed off to the coffee room full of praise for their protégé, while I stood there shaking my head. This was a side of their personalities that I’d never seen before. But life’s like that; just when you think you’ve got the story figured out, somebody rewrites the map…or rather, the book. ■ Rick Cogbill, a freelance writer and former shop owner in Summerland, B.C., has written The Car Side for a variety of trade magazines for the past 14 years. “A Fine Day for a Drive,” his first book based on the characters from this column, is now available for order at thecarside.com.
TireReview.com 75
COMMENTARY THE CAR SIDE
Power Maps for Dummies G
ee, I dunno…d’ya think the kid’s gonna be alright?” Basil looked worried. “I certainly hope so, Tooner,” he replied as he struggled to control his emotions. “But I do worry – a bad experience at this age can damage a young fellow for life.” I stared at my two colleagues. “Aren’t you guys overreacting a little? I mean, you’ve packed him a lunch, checked his list of supplies three times, and insisted he wear a fresh pair of coveralls.” I shrugged. “Get over it. You two are acting worse than a mother on her kid’s first day of school.” But as we silently watched the service truck disappear down the street, even I had to admit that life happens way too fast. One minute, your apprentice is playing in a puddle of oil; the next minute, he’s off doing service calls. Basil smiled weakly as he dabbed at his eyes with a clean rag. “Well, I suppose you’re right, Slim. We’ve done our best. Sometimes you just have to let them go.” Tooner growled and went back to his tire vibration job without another word. Even though he tries to hide it, deep down I know he cares. I slapped Basil on the back. “Cheer up. If Beanie has any problems, he’ll call. Come on back inside – there’s a bag of fresh donuts with your name on it.” But the sugar-laden treats failed to lift the mood that morning. We’d sent our young apprentice on his first official service call to help out another shop, and it was worrisome. “What if The Bean really screws up?” exploded 76 April 2013 | TireReview
The perils of sending a young tech out on his first service call without all of his papers
Tooner at one point. “Our reputation’s on the line here!” I couldn’t blame Tooner for being worried – Beanie hadn’t called all morning and the pressure was getting to us. But we had our own work to do, and we needed to keep ourselves focused. “Relax,” I said. “It’s a simple wiring problem. I’m sure he can handle that.”
The vehicle at issue was a 2000 Chrysler Sebring with a dead short. The guys at Spoke Lee’s Alignment Shop had been struggling with it for two days now, and Spoke himself had called me that morning for help. “Y’know we wouldn’t normally tackle these things, Slim,” he’d said, “but it’s a regular customer, and besides, you’d think a dead short would be easy to find.” “And it’s not?” I asked. Spoke groaned. “We’ve replaced the
RICK COGBILL aka Slim Shambles Contributing Writer
fusible link four times! Every time we drive around the block, it blows again!” He lowered his voice. “If you could send someone over, that’d be great. I hate to run up a towing bill unnecessarily, if you know what I mean.” I understood all right. It wasn’t the towing bill he was worried about – it was the ribbing he’d get from Dutchy when he showed up with his deck truck. Our local towing operator can be less than sympathetic at times. The long-awaited phone call finally came in the early afternoon. Tooner pounced on it at first ring. “Beanie, is that you?!” Basil and I came running. “Is he okay? Put it on speaker phone!” yelled Basil. “I need to hear his voice…” I glanced at him and he coughed. “I, er, I mean, I want to hear what he has to say…” It turned out that Beanie had lots to say, and most of it wasn’t good. “Guys, I’m stumped!” he lamented. “I’ve checked everything I can think of. I’ve followed the wire from the battery to the ignition switch, and then traced the lead to the sunroof, and then…” “Hold it!” broke in Tooner. “Ignition switches? Sunroofs? Back it up, buddy boy. Just start at the beginning an’ tell us what’s goin’ down.” Beanie stopped to collect his thoughts. “Okay, here’s the deal. Fusible link #5 keeps blowing, and the only circuits it feeds are the ignition switch and the sunroof relay. We’ve already tried a Continued on page 75
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