GTE/SEMA Review
+ Run-Flat Tire Update + Get OTR Customers Ready
Capture and leverage key information to target customers, boost sales and build a sustainable business December 2012 TireReview.com
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DECEMBER 2012
CONTENTS Volume 112 | No. 12
36
30
62
Columns & Departments ■ FIRST LOOK: TireReview.com TPMS Problems + Bushings + Year-End Taxes
■ COMMENTARY: The Car Side - How the Buick Stole Christmas
48
■ NEWSMAKERS: Industry News Briefs Alliance Dealers Visit Aeolus Conversation With Hankook Chief Pirelli’s Big Dealer Meeting
■ BUSINESS: Market Intel - Tire & Service Pricing Mobile Marketing - QR Code Basics
FEATURES
30 Cover: The Data Driven Dealer 36 Feature: GTE/SEMA Show Wrap Up
■ TIRES: Tire Tech - Considering Passenger Retreads OTR Tires - Year-End OTR Tire Strategies
■ SOLUTIONS: Spotlights - Shocks & Struts
|4
| 72
|6 | 10 | 14 | 18
| 21 | 24
| 60 | 62
| 64
48 Tires: Run-Flat Tire Update 53 Service: Wheel Bearing Service BPA
INTERNATIONAL
Members of:
Proud Supporters of:
TIRE REVIEW (ISSN 0040-8085) (DECEMBER 2012, Volume 112, Number 12. Published monthly by Babcox Media Inc., 3550 Embassy Parkway, Akron, OH 44333 U.S.A. Phone (330) 670-1234, FAX (330) 670-0874. Periodical postage paid at Akron, OH 44333 and additional mailing offices. POSTMASTER: Send address changes to Tire Review, 3550 Embassy Parkway, Akron, OH 44333. A limited number of complimentary subscriptions are available to individuals who meet the qualification requirements. Call (330) 670-1234, ext. 242, to speak to a subscription services representative or FAX us at (330) 670-5335. Paid subscriptions are available for non-qualified subscribers at the following rates: U.S.: $69 for one year. Canada: $89 for one year. Canadian rates include GST. Ohio residents add current county sales tax. Other foreign rates/via airmail: $129 for one year. Payable in advance in U.S. funds. Mail payment to Tire Review, P.O. Box 75692, Cleveland, OH 44101-4755. Visa, MasterCard or American Express accepted. Founded in 1901. © 2012 by Babcox Media Inc. “Tire Review” is a trademark of Babcox Media Inc., registered with the U.S. Patent and Trademark office. All rights reserved. Publisher reserves the right to reject any subscription that does not conform to his standards or buying power coverage. Advertising which is below standard is refused. Opinions in signed articles and advertisements are not necessarily those of this magazine or its publisher. Diligent effort is made to ensure the integrity of every statement. Unsolicited manuscripts must be accompanied by return postage.
2 December 2012 | TireReview
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FIRST LOOK
ONLINE @TIREREVIEW.COM
BLOGS
inBUSINESS
Year-End Tax Planning
Wanted: TPMS Sensor Corrosion Input
There are a number of end-of-year tax strategies businesses can use to reduce their tax burden for 2012. We’ll cover the details of some of the best options. tirereview.com/inBusiness
Through his blog, Editor Jim Smith recently brought to light a common but underdiscussed problem: serious TPMS sensor corrosion. After one dealer called to report the issue, many have weighed in, and their responses shed light on the problem. We want to hear your experiences with TPMS sensor corrosion. Check out tirereview.com/blogs for the original entry, plus a second blog that includes reader feedback. Then, share your own opinion by commenting online or emailing jsmith@babcox.com! tirereview.com/blogs
inSERVICE
Bushing Testing There is no real maintenance schedule for a bushing beyond periodic inspection. Find out the basics when it comes to inspecting, diagnosing and replacing these vital parts. tirereview.com/inService
TireReview.com Visitor Comments The Great MSRP Debate “I have never been in a market where you could get MSRP. My prices have always been below that. My biggest problem is making the consumer realize that the price on the tire at big box store does not include installation, balancing and taxes.” – Reedy Creek Tire
Florida Legislator Wants Used Tire Age Bill “Before coming to the tire industry I had nearly 30 years of law enforcement experience that included a few thousand MVA accidents. I saw situations where tire condition was a contributing factor
(i.e. bald etc.) but making a statement about a warehouse filled with wrecked cars with a ‘lot’ of links to the age of the tire is preposterous and self serving. The human factor is usually ignored because they are always seeking out deep pockets where they can assign blame. A quality new tire will be a quality used tire if taken care of properly.” – Tire Sergeant
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Editor Jim Smith, ext. 298 jsmith@babcox.com Managing Editor Denise Koeth, ext. 274 dkoeth@babcox.com Graphic Designer Nichole Anderson, ext. 232 nanderson@babcox.com
Contributing Editors Tom Duke, Mac Demere, Joanne Draus Klein, Al Cohn, Shana O’Malley, Tim Good, Jeff Vasichek, Jody DeVere, Rick Barnhart, Steve Ferrante Rich Ashley Advertising Services Kelly McAleese, ext. 284 kmcaleese@babcox.com Circulation Manager Pat Robinson, ext. 276 probinson@babcox.com Sr. Circulation Specialist Star Mackey, ext. 242 smackey@babcox.com
4 December 2012 | TireReview
Oliver Rubber: 100 Years and Counting “The Oliver organization has always been a class-act – congratulations.” – Tim Loden
“I have never seen a study that definitively shows the relationship of tire failures to the age of a tire. Millions of used tires are kept from the landfills each year by recycling the perfectly good used tires. With no evidence of a direct rela-
Publisher David Moniz, ext. 215 dmoniz@babcox.com
tirereview.com
tionship between age of tires and failure rates, we need unbiased studies to examine the real cause of tire failure, i.e. underinflation, tires worn below 2/32inch, speed and other factors.” – Tom
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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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NEWSMAKERS INDUSTRY NEWS & EVENTS
R2R Ballot Measure Passes in Massachusetts On Election Day, Massachusetts voters resoundingly passed the Right to Repair ballot question, adding another layer of icing to an already well-decorated cake. However, passage of the ballot measure apparently causes some conflict with the Right to Repair legislation that was enacted by legislators in August. State legislators and others have been working to reconcile the ballot measure and the R2R law so that the wishes of voters are met. One key way the two differ lay in the proposed start dates. The ballot measure requires automakers to make diagnostic and repair information available to independent shops and dealers through a universal system by 2015. The compromise legislation, which was signed by the governor in August, gives automakers until 2018 to comply with new regulations. After the compromise bill was signed, lobbyists said they
Florida Legislator Wants Used Tire Age Bill Backed by an Orlando law firm, Florida State Rep. Jason Brodeur has proposed a bill that tackles both the sale of used tires and tire aging at the same time. The still unnamed and un-numbered proposal would require “retail used tire dealers” to inform buyers of the age of the used tires they are buying and provide “certain warnings relating to the age of used tires.” Specifically, the language of the proposed bill states: “A retail tire dealer shall, no later than the time of sale, before dismounting a tire to be replaced by a used passenger or light truck tire sold by the dealer and before mounting a used passenger or light truck tire sold by the dealer, provide a written disclosure of the 6 December 2012 | TireReview
would work to let voters know they did not need to vote for the measure on the ballot. However, AAA of Southern New England and other industry organizations pushed for passage, saying that was in best interest of consumers to have a choice when getting their vehicles repaired, and stepped up efforts to increase voter awareness in the weeks leading up to the election.
age of the replacement used tire to the purchaser. The disclosure must be initialed and dated by the purchaser, who must be given a copy, and the dealer must retain the original for at least three years. The disclosure shall include the following information: “(a) The week and year the tire was manufactured; and “(b) The following statement: “‘Passenger and light truck tires, including spare tires and tires that are stored or have had little or no use, deteriorate as they age and are more prone to sudden failure that can cause a crash. Heat caused by hot climates can accelerate the aging process. Most vehicle manufacturers recommend that passenger or light truck tires be replaced after six years, regardless of the remaining tread depth.’” A violation brings a fine of up to $250 per incident, and Brodeur proposes the bill become law and take
effect by July 1, 2013. Orlando-based law firm Newsome Melton is backing Brodeur’s effort, and has been drumming up support through the Florida media, and its website. “Despite several efforts in multiple states in recent years, legislators have been unable to establish laws that would require tire manufacturers and retailers to provide consumers with a tire’s age upon sale,” said the website. “Additionally, a potentially greater problem exists in the used tire retail industry, as new tires are generally safer and experience fewer cases of tread separation than used tires.” In mid-November, firm principal Rich Newsome told WFTV-TV in Orlando that he has a “warehouse filled with wrecked cars,” and said the “link in a lot of these cases is the age of the tire. Most people don’t know it, but tires have a shelf life.”
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NEWS & EVENTS
Business Barometer Retail Sales – Oct ’12 vs. Oct ’11 (Final) 102
103
104
103.4
Total Tire Units
102.9
Retail Sales – Year to Date
Total Service $s
103.4
Broadline
103.2
HP/UHP
103.5
93
94
95
96
97
98
99
102.9
Undercar
102.9
Underhood
97.9
Total Tire Units
99.1
93
94
95
96
97
96.7
HP/UHP
97.9
98
Total Tire Units
Total Service $s
103 102
Broadline
98.1
Retail Sales – Nov ’12 vs. Nov ’11 (Prelim.) 92
104
100
LT/SUV
97.9
91
105
Retail Sales – Nov ’12 vs. Oct ’12
LT/SUV
99.1
Undercar
99.1
Underhood
101 100 99
Total Service $s
98
96.8
Broadline
97
97.0
HP/UHP
98.0
96.5
Service $
LT/SUV
98.0
Undercar
98.0
Underhood
AskPatty.com Adds Women’s Speakers Bureau Automotive market consultant and trainer AskPatty.com Inc. has launched the Women’s Automotive Speakers Bureau. The company said its new Women’s Automotive Speakers Bureau “is a strategic resource to decisionmakers in the automotive industry on how to effectively market and sell to the growing and influential base of women automotive buyers, as well as how to attract and retain more women as employees within their organizations.” “We’re a company that thrives on
educating and empowering women as consumers, as well as educating business owners and employees in the automotive industry about the growing power of women consumers,” said Jody DeVere, CEO of AskPatty.com Inc. “Our speakers bureau is just another step in our journey to help the automotive industry grow marketshare and get better results with women on all fronts.” AskPatty.com is a strategic partner with TIRE REVIEW magazine on a highly successful tire industry-specific training and certification program for tire retailers. AskPatty.com’s Women’s Automotive Speakers Bureau represents a cross section of “outstanding, professional and dynamic speakers who
SCAN FOR INFO To view additional news stories, go to tirereview.com/news or scan this bar code with your smartphone or tablet. 8 December 2012 | TireReview
Sept . Oct.
101
July Aug.
100
Apr. May June
99
Dec. Jan. Feb. Mar.
98
Nov.
97
Tire Units
specialize in a wide range of topics and services, including keynote presentations, brand spokespersons, workshops, coaching, video training, live and recorded webinars, facilitated panel session speakers and more.” For more information on the speakers that make up the Women’s Automotive Speakers Bureau, visit askpatty.com/speakers.
Indiana Dealer Sells to Monro Muffler Brake Monro Muffler Brake last month announced plans to buy the 32-store Tire Barn Warehouse, based in Anderson, Ind. The family-owned Tire Barn Warehouse has stores across Illinois, Indiana and Tennessee. Monro said it plans to retain the Tire Barn name. The deal was set to close on Nov. 19. ■
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> Alliance Tire Group
Aeolus Truck Dealers Get Look at Manufacturer
C
ertainly, much of Alliance Tire Group’s recent success can be attributed to organic growth; since it was formed and reformed through a confluence of events, the company has steadily built a loyal dealer base for its core farm and OTR tire products. And then there are new business opportunities, with a radial medium truck tire line that has paid surprising dividends for both Alliance and its Chinese partner. With its 2009 acquisition of portions of the bankrupt GPX International Tire, ATG inherited the U.S. distribution rights for Aeolus medium truck tires. In its first two years, ATG saw Aeolus sales increase by 60%. Aeolus Tyre Co., headquartered in the heavily industrialized and old city of Jiaozuo (population: 3.6 million) in Henan Province, about 370 miles southeast of Beijing, is the 20th largest tiremaker in the world and the fifth largest tire company in China, according to TIRE REVIEW statistics. Besides the company’s offices, Jiaozuo hosts Aeolus’ four tire production facilities, located on two vast campuses. Aeolus (most commonly pronounced “yoe-lus”) was founded in 1965 as Henan Tyre Factory. The publicly traded company produces Aeolus and Henan brand radial truck and OTR tires, a variety of brands of bias ply tires, and (under license from Goodyear) Kelly-Springfield brand radial medium truck tires for the Australian and Middle East markets. Radialization began in 2001, first with truck tires and then with OTR in 2007. The “Old Plant,” located on the same campus as Aeolus’ headquarters and R&D center, is actually a series of buildings in which workers produce thousands of bias and radial tires each day. Across town lies the “New Plant,” a matched pair of massive structures. One building houses radial truck tire production, and started commercial
10 December 2012 | TireReview
production in 2009. Its twin is home to radial passenger and light truck/SUV tire production (see October 2012 issue, page 18) that began in 2011. In 2004, Aeolus posted sales of $253 million, $82 million of which was export. In 2011, sales reached $1.54 billion, and a third of that came from exports. In September, ATG brought a group of its truck tire customers to China to meet with Aeolus officials
Factory” and the newer facility were comparable to many other tire plants. Aeolus chairman Wang Feng told TIRE REVIEW that the focus has been on technology, product quality and delivering a green tire through both raw materials and lower rolling resistance. As of November, for instance, Aeolus has three radials that have been EPA SmartWay verified. “Most of our focus is on quality, on professional tire manufacturing,”
Aeolus Tyre’s vast “new” truck tire plant is actively contributing the nearly 250,000 medium truck radials sold by ATG to U.S. dealers.
and tour the facilities. Making the trek were Maggie Buckholtz of D.B. Rice Tire in Frederick, Md.; Darrin Malone of Malone Warehouse Tire in Athens, Ohio; Dale Talbert of J.P. Thomas Tire in Asheboro, N.C.; John Todd of Atlanta Commercial Tire in Doraville, Ga.; and Joyce Cole of Parmenter Inc. in Odessa, N.Y. They were hosted by ATG’s John Hull, national truck tire sales manager, and Seth Walters, vice president of marketing and logistics.
Striving for Quality Language barriers made it difficult to gather much detail about production levels and long-term goals, and the portions shown of the “Old
Feng said. “Our best customers are going to sell quality.” While Aeolus claims 600 SKUs in its truck tire portfolio, the North American distributor carries far fewer options, but still delivers a pretty complete product screen with tires the maker vows will deliver at least two retreadings. ATG officials said the company will sell between 220,000-250,000 Aeolus truck radials in 2012. “Dealers can invest in this brand,” said Hull. “The ‘two retread ‘guarantee is important to emphasize the quality of the casing. When you combine all the other advantages and features of the tire with the retread warranty, it Continued on Page 12
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makes a very competitive package compared with our competitors.” While it was not a focus of the visit, Walters reminded that ATG also offers Aeolus OTR tires. The current offered size range is 17.5R25 through 24.00R35 and 65/35R33, including a full line of crane tires in 14.00R25 and 1600R25 sizes and into the large L5 loader tires. Aeolus is the only brand of truck tire ATG currently offers, and ATG appears quite happy with that arrangement. “We have made a commitment to Aeolus and they have made one to us with the sole distributorship for the U.S.,” Hull said. “We have not entertained any other brands at this point.”
Dealers Like Product The dealers on the visit also said their fleet customers were happy with the products and the fill rates. “I don’t think there are any real ‘hot button’ issues with our dealers,” said Hull. “Most of them have been selling Aeolus from the beginning and are comfortable with the quality and availability. “We know we need to grow the brand in the U.S. for Aeolus to maintain a stable relationship with them, and we will,” he continued. “One of our advantages for our Aeolus dealers is that we work hard to protect their sales territory so they can invest in the brand with their customers and not have to compete with another Aeolus dealer down the street,” Hull said. “This adds value to the brand, and staying power. We are looking to be a good supplier to our customers and provide a product they can make money with and depend on. Volume for the sake of volume is not in our or our customers’ interests.” “The fill rate with Aeolus is excellent,” Walters offered. “But having said that, there are always situations where we both have to be flexible and contend with holidays, mold cleaning and shipping issues any-
Visiting Aeolus’ headquarters in China were (from left) Seth Walters, ATG vice president of marketing and logistics; Dale Talbert of J.P. Thomas Tire; Joyce Cole of Parmenter Inc.; John Todd of Atlanta Commercial Tire; Maggie Buckholtz of D.B. Rice Tire; Darrin Malone of Malone Warehouse Tire; and John Hull, ATG national truck tire sales manager; with host Wei Wu, ATG’s attache with Aeolus. Below, Walters shows dealers Aeolus’ production testing for its truck tires.
time you operate a container-based program. Our advantage is our ability to warehouse product so our customers see a minimum of supply issues.” Going forward, Walters sees plenty of opportunity for ATG, Aeolus and tire dealers. “We offer Aeolus a lot of information on our market, new sizes and patterns that need to
THE FOCUS HAS BEEN ON TECHNOLOGY, PRODUCT QUALITY AND DELIVERING A GREEN TIRE THROUGH BOTH RAW MATERIALS AND LOWER ROLLING RESISTANCE. 12 December 2012 | TireReview
be developed. They do a good job of considering our requests.” It’s not always easy, he admitted, as ATG has to remember that Aeolus “serves a global marketplace” and sometimes ATG has to “get in line for development of new SKUs.” “We continue to explore growth opportunities with Aeolus in both TBR and OTR,” said Hull. “OE is an avenue for their OTR products to grow, as well as other distribution channels for truck tires if they make sense for us and our dealer base.” ■
Jim Smith Editor jsmith@babcox.com
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> Hankook Tire America Corp.
A Conversation With Soo-Il Lee, President & CEO
S
oo-Il Lee has led Hankook Tire America Corp. for three years now, and during that time the company has enjoyed its greatest growth both here and globally. In 2011, the American arm exceeded $1 billion in sales for the first time, and expects to reach $1.4 billion in the coming year. Lee sat for an interview with TIRE REVIEW during the recent Global Tire Expo/SEMA Show, and talked about a number of issues, not the least of which was the potential for Hankook to build a tire plant in the Americas. Subsequent to the interview, Hankook revealed that it is planning a passenger and light truck/SUV tire plant in the U.S. that will begin production in the second half of 2015, and already is looking at potential locations for a $700 million facility. The full-length version of this interview can be found at tirereview.com. What do you see as your biggest successes as president of Hankook Tire America? “Frankly there is no ‘biggest success.’ It’s still coming, I hope. We are an improving brand. This market is the biggest in the world and it is complicated, with different channels and a lot of different kinds of consumers. There are still a lot of things to improve with our brand. We have the right product and we are doing branding activities to improve consumer awareness. For the future, though, we are looking at building a factory in this country so that we can deliver better service, improve fill rates and delivery service, and reduce working capital needs for our dealers. Our dealers’ cost is our cost, you know, so trying to reduce our dealers’ cost is important to our partners and Hankook.” Will the announcement of a plant in the U.S. come soon? “It definitely will be. According to our projections, we will produce our tires in this market in 2015. The second half of 2015.”
14 December 2012 | TireReview
So the new plant will be announced at the 2013 dealer meeting? “(Laughing) I don’t think so. We have not decided the place where we will build it yet. We can talk about why we will have a plant, but we haven’t decided on a location.” At the 2012 dealer meeting, you an-
months since the program launched, so we will take a look at areas for improvement and make the changes needed.” With the added tariff on imported China-made consumer tires ending, what was the impact on Hankook? “I worried about the impact on
Soo-Il Lee, Hankook Tire America Corp. president and CEO (left), with Shawn Denlein, senior vice president of sales and marketing, at the company’s Global Tire Expo/SEMA Show booth.
nounced plans for a new associate dealer program. How has that program progressed? “We are newcomers to having an associate dealer program. A lot of our competition has this kind of program already. But as a kind of ‘new baby’ program for us I think it has been quite successful. We have more than 1,200 dealer locations enrolled already. It is a new program and we are going to make it better.” Are you planning any major enhancements to the program? “We’ve had some feedback from our dealers. There are some good things that they like, and some things they want us to improve. We’re going to take a look at everything at the end of the year. It’s only been six
pricing and maybe on demand from our dealers, but frankly speaking for the last two months for our brand, I don’t think there has been much impact. Demand has been okay, sales have been up for the last couple of months even though the market was down by double digits. We have been able to stabilize our business even though there has been a lot of price pressure in the market. For the last several years, we have invested a lot in our OE business – this past year we supplied maybe 3.5 million tires to automakers in the U.S., plus our OE positions on Korean cars like Hyundai and Kia that are imported to this market with our tires. So that OE business helped stabilize our demand in this market.” Continued on Page 16
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Hankook had to change its production around when the tariff came into effect, is that correct? “Yes, we have three plants in China. Originally we brought in 60% of our tires from South Korea and 40% from China. So after the tariff came on, we changed that to 90% from South Korea and just 10% from China. Since then, we have added a new plant in Indonesia, so we will bring in more tires from that plant. Now it will probably be more like 60% from South Korea and 30% from Indonesia and a little more than 10% from China. We’re not looking to roll that back to China, even though we have three plants there. Ultimately those plants are for the Chinese domestic market.” Hankook does very well in China, does it not? “We were the Number One brand
age, but the quality is as good as Hankook. We’re starting with a passenger line and then an HP line. These tires are being made in China, but they won’t be priced as low as some Chinese tires.”
coming back. I don’t see a tremendous amount that will be different from this year, just that there will be greater supply and the effect the tariff situation will have on everyone’s business.”
Where will Hankook Tire America finish this year? And what is your sales goal for 2013? “We will surpass $1.2 billion definitely this year in U.S. sales. And for 2013 we are targeting $1.4 billion.”
What obstacles are there for tiremakers and for dealers? “All manufacturers will have to pay attention to what happens with the tariff off, because everyone has an entry level product. It will be interesting to see if manufacturers follow, go down or hold their position in the market. For us, our plan is to hold our position in the market and utilize our Kingstar brand to address that part of the marketplace. I think dealers’ challenges are going to be their inventories. We see a lot of dealers closely watching the value of their inventories. If the market and our competition continue to have ‘deals’ and those types of things, dealers are going to have to be very conscious about what they are ordering and what type of mix they have. From what I have seen, the dealers that are doing well are those who are really concentrating on the consumer. They are really taking care of the customer, and they are actually stealing customers from other retailers.”
What things will Hankook have to do to meet that goal? “A lot of marketing activities. As I said, in a couple of years we will have a factory in the U.S., so we will need more brand awareness and to grow brand equity in this market. We have been very successful with sports marketing, like with Major
IN A COUPLE OF YEARS WE WILL HAVE A FACTORY IN THE U.S., SO WE WILL NEED MORE BRAND AWARENESS AND TO GROW BRAND EQUITY IN THIS MARKET. in China in terms of marketshare for something like the last 10 years. I don’t know the exact number, but we have done very well in China. The whole economy in China has been slowing down. We still hold the Number One spot there, but the growth rate is down quite a bit.” Do you see the lack of that added tariff as a good thing or a bad thing for the U.S. tire industry? “It’s an economic issue, and there are some good things and bad things. One of the good things is price; maybe the consumers have a larger selection of tires to choose from with some lower prices. So for them it is good. But maybe there are some quality issues, too. There are some cheaper tires with poor quality, too.” What is the impact on Hankook? “Well, one thing is that we are bringing in another associate brand – Kingstar. What this does is give our existing dealers a lower price point product that is manufactured by Hankook so that they can compete with a third-tier priced tire. It does not have as broad a range of cover16 December 2012 | TireReview
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League Baseball. In 2011, we had behind-the-plate signage with 22 teams, this past year it was 26 teams. This coming season we will add a couple more teams, maybe to 30 teams total. We’re looking at the upcoming World Baseball Classic, too. There is motorsports and NCAA sports. It’s a combination of things that have worked for us in the past, and some things that we have not tried. We are spending more on TV, for instance, with the NFL and college football. We were looking at doing more with NHL hockey, but because of the player lockout, we have set that aside. We also are looking at other motorsports opportunities, both high level and grassroots here in the U.S.” Looking at 2013, how do you think the U.S. tire industry will perform? “I think it’s probably going to be a carbon copy of what has happened this year. The only thing I see that can be different is with the tariff coming off and what happens with Chinese brands. I do think it will be more price competitive, more so than what it is, and supply is obviously
How is Hankook’s medium truck tire business doing? “It has been tough, actually. Our global marketshare for truck tires is lower than for passenger and light truck. But this year there was big improvement. Our 2012 sales in the U.S. will increase by maybe 15% to 20% in quantity, not in value. Big improvement, but we need more improvement next year. Service is so important in this market. We want to gain more premium positions with fleets. We have a good range of products. For the last five years, we have tried to develop the right tires for this market. We have tested our tires with about a dozen fleets and have received good feedback. Our CPM is really good and all of our tires are EPA SmartWay verified, so that will help drive sales for us in key market segments.” ■ Jim Smith Editor jsmith@babcox.com
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> Pirelli Tire North America
Big Week, Big Firsts, Big Meeting, Big Goals
T
he weekend of Nov. 16-18 was A Good Story relevant to consumers and OEMs one of “firsts” in Texas. That pe“We have a good story to tell,” will be willing to pay a premium riod marked the first Formula 1 Ferrari said. The bold theme was apprice.” race in the U.S. in five years, and the propriate because now Pirelli has a Proof of that moving target, Ferfirst event staged at the all-new Cirfirm plan and can think big while not rari said, is that Pirelli is seeing more cuit of the Americas near Austin. accepting compromises – or excuses, of a convergence between the EuroAnd it was the first (at least in he noted. pean and North American markets – anyone’s memory) Pirelli dealer He shared Pirelli’s view of where smaller vehicles and greater emphameeting in quite some time. Not that the OE and replacement markets are sis on fuel economy (hybrids, electric the tiremaker had a lot of catching headed – global and North America vehicles and low rolling resistance up to do, but it did have a tires). That is not limlot to talk about, a new tire ited to smaller vehito showcase for some 150 cles, he added, as U.S. and Canadian dealsuper premium carers, and a group of about makers like Audi, 400 U.S. and international Porsche, Bentley and dealers and other guests Mercedes-Benz are to host at the big race. asking for lower rollAmong the replaceing resistance tires, ment market wholesalers and carmakers in genand retailers at the Hyatt eral “are seeking 10%Regency San Antonio for 15% year-over-year the dealer “convention” improvements in were some familiar dealrolling resistance.” ers (such as Charlie Boosted signiCreighton of Colony Tire, ficantly by the new Edenton, N.C.); dealer $300 million Silao, groups like the IndependMexico, consumer tire ent Tire Dealers Group, plant that opened earTequesta, Fla.; car dealer lier this year, Ferrari tire supplier Dealer Tire, said, Pirelli now has Cleveland; and The Tire ready access to prodPaolo Ferrari, chairman and CEO of Pirelli’s NAFTA unit, said the Rack. uct, and is backing tiremaker can think big without accepting compromises – or excuses. The tightly-packed that with a cleaner, weekend meeting was clearer product screen – and how it matches Pirelli’s “prelong on information, which execuand significant investment in marmium strategy focus” (UHP, runtives hoped reflected a new, clearer keting and promotion. The added caflats, winter tires). approach to market for the brand. pacity, he noted, will be key moving “We are pursuing that part of the Some of the information was revisforward as Pirelli has committed to market that is growing,” he said. ited the following day during a driv18 new products over the next five “And that is the premium segment.” ing and classroom event around the years (globally, not specifically for Every tiremaker, Ferrari noted, recently launched Cinturato P7 AllNorth America). By 2015, these new Season Plus, and at the Grand Prix of defines premium differently, some products will account for 57% of by size, some by speed rating, some the United States, won by Brit Lewis Pirelli’s global revenues. by intended fitments. “Premium to Hamilton, who celebrated in a cusThrowing the Levers us is a moving target” that “contom-made, Pirelli-badged Stetson. “We are concentrating all reThe heart of the weekend, though, stantly shifts” based on “continuous sources and aligning all internal was the dealer meeting, kicked off by advances in technology and innovalevers and programs to a premium Paolo Ferrari, nine months on the job tion,” as well as changes in OEM destrategy – R&D and product develmand and consumer desire. “We as chairman and CEO of Pirelli’s opment, local manufacturing, tarhave to think of it this way.” NAFTA unit, who introduced the geted premium consumer segments, To be in the premium segment meeting theme: “Think Big. No Comand succeed, he said, “we need to be promises.” Continued on Page 20 18 December 2012 | TireReview
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and a focus on select dealer and reforward, focused on the UHP segposure in enthusiast and lifestyle tailer partners,” Ferrari said. ment with the P Zero lineup, the publications, and increase its TV efBut even with that, he admitted, SUV/CUV and pick-up market with forts. “we have an even more comprehenthe Scorpion line, and the HP all-seaTV advertising will not only supsive portfolio of products, I think, son segment with the Cinturato line. port Formula 1 (which shifts to NBC than we are able to communicate He gave way to senior vice presiSportsNet next season), but also the sometimes.” dent and head of sales Riccardo tiremaker’s World Challenge efforts. To better leverage the Pirelli brand Cichi, who talked about “customer Pirelli also re-upped with famed car (valued at $2.9 billion), the tiremaker partnership programs.” Cichi pointdesigner Chip Foose on a multi-year is scaling up its support deal sell-in and sellon Foose’s out marketing, “Overhaulin’” advertising show on Disand channel covery, plus support efforts. spots on the That starts at car-oriented the beginning, Velocity netaccording to work. Pirelli Tom Gravalos, also signed a vice president new contract of marketing with rally and OE sales, driver and Inwith underternet sensastanding how tion Ken Block. consumers buy On the motires and how torsports side, they see tire Navarro reAlso addressing dealers at the meeting were Riccardo Cichi, senior vice president (left), brands. Graminded that and Tom Gravalos, vice president of marketing and OE sales. valos reviewthe tiremaker ed extensive is working to research Pirextend its F1 elli has done to not only position its ed out that on the replacement side, supply deal with the FIA past its brand, but to develop models of difPirelli “is not overexposed and has 2013 expiration. Additionally, Pirelli ferent “premium” tire buyers. Some, dedicated focus on our selective has signed new multi-year contracts he said, are more engaged in the probusiness partners” – those being car to support the Pirelli World Chalcess than others; some proceed based dealers and retail and wholesale inlenge, the Ferrari Challenge, the Piron how they see brands, vehicles and dependent tire dealers. Car dealers, elli Porsche Cayman Inter Series and retail outlets. he noted, are growing as a share of the Porsche Pirelli GT3 Cup. At the end, the effort to see how the replacement market. Navarro also outlined how Pirelli they want to research and buy tires, Cichi outlined sales support efwill become “the most relevant tire he said, helps Pirelli stay ahead of forts through consumer rebates, as manufacturer online.” The effort, he shifts in consumer desires and dewell as other special promotions, said, is designed to “build consideramands, and better target its marketsales incentives, digital media and tion and preference for Pirelli” in ing and promotion efforts to reach all POS support, and a major consumer order to “drive conversion with dealidentified premium buyers in differsweepstakes (with the winner geters.” ent ways. ting an all-expenses paid trip to In addition to an all-new website, Marco Zambianchi, vice president Sicily), which launched Oct. 1 and the online push will include tradiof product and business planning, runs through March 31, 2013. tional social media platforms, work told dealers about the OE level shifts Dealer training aids have been en- with well-recognized bloggers, and into and around the “premium marhanced, Cichi said, with a revised eall-new digital off-shoots. ket” and how these are impacting the learning modular training and dealer “Why digital?” Navarro asked the replacement side. And he showed certification program, and an exattendees. “Research drives us there, data indicating that even as the total panded 12-city “drive and learn” and enthusiasts and image conscious replacement market has slid by 17.7 tour in 2013. drivers are both heavily invested onmillion tires between 2007 and 2011, Rafael Navarro, vice president of line.” Pirelli, he said, has a defined vi(based on RMA shipment data), the communications, media relations sion of how all of the media elements “premium segment” has grown by and motorsports, complimented Fer– traditional and digital/social – will 10.7 million units. rari’s vow of more promotion, more converge on the target consumer for Zambianchi showed how the remarketing and more support with an the benefit of the tiremaker and its revised Pirelli product screen fits into outline of planned 2013 media, protail customers. ■ the “premium segment.” Once remotion and support activities. Pirelli Jim Smith Editor garded as disjointed by dealers, Pirwill return to advertising in tire injsmith@babcox.com elli’s new product screen is straight dustry publications, increase its ex20 December 2012 | TireReview
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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
Helena, MT Market Period 11/13-16 Mass Merch. A
Mass Merch. B
Tire Dealer A
retail prices via phone calls, using common specific vehicles, tire sizes and vehicle services. In that way, direct and useful comparisons can be made by readers. The tire prices shown in this report are for tires only, and do not include mounting/balancing or any add-on warranties or other services or fees. To allow for a more accurate comparison, the level of tire brand –
Tire Dealer B
Car Dealer
Avg. All
Tier 1, Tier 2 and Private Brand/Other – recommended by the retailer is noted. (See legend below charts.) The services chosen for these surveys include a standard oil change (oil plus filter), a standard fourwheel alignment and front brake work (replace front pads and turn both rotors). For more information on InteliChek, visit intelichek.com. ■
Lexington, KY Market Period 11/13-16 Mass Merch. A
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$29.99 $34.95 $39.00 $502.64** $540.00** $624.00*
$34.00 $36.95 $553.92* $762.00*
$34.98 $596.51
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$83.50 $69.95 $79.95 $59.95 $69.95 $385.92*** $519.80** $520.00** $468.00** $568.00**
$72.66 $492.34
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$203.00 $807.16
Vehicle 3 Front Brakes, Turn Rotors $200.00 Replace All: 265/70R17 $799.96*
Avg. All
Madison, WI Market Period 11/13-16 Mass Merch. A
Vehicle 3 Front Brakes, Turn Rotors $200.00 Replace All: 265/70R17 $864.00**
Macon, GA Market Period 11/13-16 Mass Merch. A
Vehicle 1 Oil Change/Filter Replace All: 215/60R16 Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$225.00 $175.00 $190.00 $225.00 $819.80* $800.00* $872.00** $680.00*
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
BUSINESS
$24.99 $739.96*
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
Avg. All
$29.99 $31.99 $22.88 $35.00 $627.84* $524.00** $514.28** $834.00*
$28.97 $648.02
$79.99 $79.99 $49.95 $64.99 $59.96 $443.96** $568.00** $439.00* $359.96** $421.64*
$66.98 $446.51
$160.00 $190.00 $159.99 $179.95 $752.00* $743.80** $519.96** $668.00*
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
$177.99 $696.74
Avg. All
$30.44 $561.64
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$29.99 $22.99 $39.99 $30.00 $32.99 $550.96* $496.00** $616.00* $468.00** $587.40*
$79.99 $79.99 $69.00 $59.95 $99.99 $77.78 $511.96** $359.96** $359.60** $360.00** $384.96** $395.30
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$79.99 $79.99 $69.95 $98.00 $109.95 $87.58 $556.00* $464.00** $440.00** $488.00* $450.00** $479.60
$31.99 $27.00 $33.20 $30.00 $29.99 $447.96* $524.00** $572.24* $520.00** $744.00*
Vehicle 3 Front Brakes, Turn Rotors $179.99 $210.00 $160.00 $130.00 $180.00 Replace All: 265/70R17 $587.96** $536.00** $560.00** $632.00** $848.00*
Oklahoma City, OK Market Period 11/13-16 Mass Mass Merch. Merch. A B
Tire Dealer A
Tire Dealer B
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$36.99 $589.96*
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$79.99 $69.99 $89.00 $65.00 $363.96** $352.00** $371.80** $472.00**
Car Dealer
$172.00 $632.79
Vehicle 3 Front Brakes, Turn Rotors $160.00 $140.00 $275.00 $170.00 $226.95 Replace All: 265/70R17 $786.56* $588.00** $689.96* $640.00** $633.80*
Trenton, NJ Market Period 11/13-16 Mass Merch. A
Avg. All
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
$31.19 $543.67
$194.39 $667.66
Avg. All
$36.61 $517.59
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$29.99 $524.36*
$36.99 $535.96*
$26.95 $26.99 $34.95 $604.12* $396.00** $919.36*
$31.17 $595.96
$79.95 $632.00**
$76.79 $438.35
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$79.99 $528.00*
$80.00 $580.00*
$69.95 $69.95 $129.95 $544.00** $340.04* $395.84*
$85.97 $477.58
Vehicle 3 Front Brakes, Turn Rotors $160.00 $130.00 $189.00 $190.00 $199.95 Replace All: 265/70R17 $559.96** $520.00** $679.80** $780.00* $700.00*
$173.79 $647.95
Vehicle 3 Front Brakes, Turn Rotors $190.00 $199.99 $200.00 $170.00 $179.00 $178.80 Replace All: 265/70R17 $692.00** $960.00* $712.00** $640.00** $604.00** $721.60
$29.99 $34.95 $35.00 $46.12 $488.00* $499.98** $345.00** $665.00*
Legend
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* = Tier 1 Brand
** = Tier 2 Brand
*** = Private Brand/Other
TireReview.com 21
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BUSINESS
MOBILE MARKETING
What’s That Funny Little Black Box? I
was recently with a client and that’s what he called it – a funny little black box. They look weird, but they aren’t funny. Rather, they carry a good bit of information, and I’ll bet if you look around you’ll see them all over the place. They’re on the packages in your shop, in articles and ads, on billboards and bus stop stands, in grocery stores and on cars in a dealer’s lot. These boxes are called “QR codes,” basically two-dimensional barcodes that are easily scanned using any modern smartphone or tablet computer. Once “read,” the code takes the user to a piece of (interactive) text and/or link. It could be a website or a video or an ebrochure. For instance, you notice a poster for an event that seems interesting. You take out your smartphone, scan the QR code, and instantly receive more information and a link to a website where you can book your tickets. The main benefit is that you don’t have to type anything or remember a URL or an 800-number. And for marketers, QR codes are a highly effective way to move people to get more information to aid the buying process. Plus, because QR codes can be very small, they save a lot of space on product packaging. These codes were created in 1994 by Japanese carmakers as a means to track their vehicles. In recent years, there have been a couple of competing platforms, but QR codes, because of their simplicity, won out. Best of all, they are very simple to create and there are many free QR code 24 December 2012 | TireReview
QR codes offer your customers easy access to additional information
generators and smartphone/tablet readers on the market. To create a code, simply type in the website URL or web address for the place you want the visitor taken when they scan it. The software automatically creates a unique QR code, and it can be reproduced on virtually anything. We have even seen QR codes on head-
QR codes, when scanned with a smartphone or tablet, take users to a piece of interactive text or a link, whether a website, video or ebrochure.
stones. There is no cost to generate a QR code, and now you even can create them in unique shapes, sizes and colors.
How Can You Use Them? You’ve probably heard buzz about interactive media. Well, that’s what a QR code does – it makes your media (ad, direct mailer, poster, Facebook page, website, etc.) interactive. Or at least more so.
BRIAN SACKS Contributing Writer brian@trackableresponse.com
Here are some ideas on how you can profit with them: • Put a QR code on your countertop that sends the user to a “VIP” area where they can sign up for future coupons and “exclusive” offers. This is a great way to data mine customers and prospects to obtain their valuable e-mail and street addresses. This also is the perfect opportunity to offer them other services and possibly even a discount or incentive on their current transaction. As we addressed in a past column, the most important contact information you can get from your customers is their cell phone number. Recent figures show that more and more people have multiple e-mail addresses and that e-mail deliverability is declining. Due to economic circumstances, more and more people are now using their cell phone as their ONLY means of telephone communications. The important point is that even when a customer changes carriers, they typically keep the same cell phone number. If they have a smartphone by which they can scan your QR code, they also have a tool by which you can reach them using text message marketing. That makes any customer cell number pure gold. • Use a QR code to take them to a video for a particular service and offer a discount. I recently did this for a shop owner. First, he set up a YouTube page (free) and we used a pocket camera to record a three-minute video. Winter was coming, so we did a video with him explaining how to winterize a vehicle. He went through all the important components, including the
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>TAKEAWAYS • MAKE IT MORE INTERACTIVE • USE EXCLUSIVE OFFERS AS SALES INCENTIVES • GET CONTACT INFO tires, and then offered viewers a free “winterization evaluation” when they showed the mobile coupon on their next visit. • Take them to a special page that shows the benefits of using your business and services vs. the competition. You even could have videos of satisfied clients on this page telling new visitors why they chose you instead of another dealer. • Send them to a coupon page and show them how to redeem coupons by showing their phone at the time of service. This is important because you now have a way of tracking your marketing efforts to ensure you are getting the best ROI on your advertising dol-
26 December 2012 | TireReview
lars. Unlike expensive mailings, radio, TV and print ads that are only available for a defined time, these QR codes will continue to produce results for you until you decide to change them. • Deliver a survey page where they can rate your service and recent experience, and refer you to others who might need a reliable tire and service provider. Some dealers use a “Tell a Friend” button right on their mobile websites, which allows the user to easily refer your business to their friends with the click of a button.
No Pens, No Paper, No Cards Remember that the easiest people to whom you can possibly offer your services and products are the ones that already know, like and trust you – your current customers. Current customers don’t have to type anything or remember anything. They simply scan a QR code and are taken where you want them to land. Of course, you always should include your QR code (or one for a specific purpose) on all of your marketing materials – even your business card or
customer invoice. One of the biggest mistakes I see many shop owners make is using a QR code on their marketing materials, but not having a mobile optimized website. This only leads to frustration for those who scan your QR code (the people you are trying to impress), since they’re unable to easily navigate your website on their smartphone. If you have a smartphone or tablet, I suggest you download a free scan tool like ShopSavvy or BarCode Scanner and scan the next QR code you find. Get a feel for how they work and what others are doing. It can be a real eye-opener. ■ Brian Sacks is a mobile marketing expert with more than 26 years of direct response marketing experience. He is co-founder of Trackable Response Inc., a mobile marketing provider to the tire and auto service industries, based in Catonsville, Md. Brian can be reached at brian@trackableresponse.com or 410-7471100.
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FEATURE
F
or independent tire dealers, keeping up with change can be one of our biggest challenges. Most of us don’t like change; after all, if we’ve been working hard and enjoying some success, why would we need or want to change anything? The answer is simple: Everything around us is changing at an accelerating rate. Vehicles are changing, tire sizes and types are changing, auto service is changing, regulations are changing, and the workforce is changing. Lots of these changes are pretty obvious and we work with them every day. Others are not so obvious, and in
>TAKEAWAYS • CHANGE IS ACCELERATING • USE DATA TO ADJUST PRODUCT MIX AND MARKETING TARGETS • DETAILS ON CUSTOMER DEMOGRAPHICS, VEHICLE TYPES • VARIETY OF PAID SERVICES • MANY LOW/NO-COST OPTIONS
30 December 2012 | TireReview
RICK BARNHART Contributing Writer
order to be successful as tire and auto service businesses, we need to better understand what is happening in our market and with our customers. Only then can we decide the actions needed to get ahead of these changes and remain successful. Keeping existing customers happy while gaining new ones comes from understanding who they are, where they are, and what their needs really are. Shifting demographics are not always obvious, and your market area is constantly changing on all levels. According to a research report in the April 2012 issue of RETAIL LEADER, 76% of retailers had altered their product mix due to changing demographics. Many retailers recognize changes and act on them. A successful marketing plan includes strategies to maintain existing customers and ways to identify and engage your target customer – that “best customer” that every business craves. Finding your target customer involves figuring out who has a need for your specific products and services and what their demographic characteristics are, including age, gender, location, income, education, marital/family status, occupation or ethnic background. Options also are available to dig into their specific vehicles and habits, from make/model/year to number of vehicles to driving habits.
What can basic demographic research tell us? Perhaps that a growing number of drivers in your market area are under 35. Since marketing to those customers is different than marketing to older customers, you might need to adjust your plans based on that demographic. A recent study by DMEautomotive, a Florida-based market research company specializing in the automotive field, says that two-thirds of the customers under age 35 are likely to research a tire or automotive service work before buying. So if your target customer is under 35, you better be current on the available information about your business, products and services. Another example of how customer demographics are important is the increase in female tire and auto service buying decision makers. Today women – single and married – make up the largest share of all tire/service customers, but a lot of tire dealers still don’t recognize this factor and may well be giving up a big chunk of potential business. For the most part, women tire/service buyers are far different than male buyers; they approach the process differently and have entirely different expectations. AskPatty.com (a partner with TIRE REVIEW) and others are there to help dealers understand this unique customer, and how you can convert fe-
■ FEATURE: male buyers into being among your most loyal “promoters.” Local demographic research can show you how many females vs. males are in your market, what kinds of vehicles they drive and even where they like to shop. And deeper data can uncover even more. For instance, a study of female purchase decisions and buying habits by Marketplace Insights shows that 30% of women will do some research before buying tires, while the other 70% will either buy them right away or not at all. Brand of tires is only important to 20% of the women, according to the study, while “expertise and convenience” are the most important concerns to women tire/service buyers.
Gathering Info From the most basic information to highly specific data about your market, there are many tools available to help tire dealers understand changing demographics. At the ground level, there is information that’s available right in front of you, every day. If you have POS software that can capture customer specifics, you can gather key information about gender, age, occupation, vehicles owned, how much they are driven, past purchases, and even notes about driving habits and likes/dislikes. And let’s not forget key contact information like cell phone numbers and email addresses, invaluable for future promotions. You might not get the level of detail that those big, robust databases offer, but you can get some interesting and actionable data. Even without computer capability, data can be collected at the point of sale right on the customer’s paperwork. So far, we’ve been looking at this as a sales and marketing issue, but let’s take a brief detour to consider another use for extensive customer demographic data: Expansion. There is a lot of site selection software out there with built-in demographic information, but those products can offer a lot even if a new store isn’t on the horizon. Available data can help you find your ideal target customers today, as well as help you plan for tomorrow. Some of this software is available through subscriptions, with costs that range from a few hundred to
a few thousand dollars per year. A free trial subscription might be all you need to gain enough demographic info in your market area. We’ll get back to that in a minute. A few years ago when Conrad’s Tire Express & Total Car Care in Cleveland, Ohio, entered a growth phase to add to its 17 locations, the dealership looked at a wide variety of demographic data available internally. By comparing things like number of vehicles, population density, gender percentages, income levels, number of competitors and various other data points, Conrad’s could pinpoint what was successful at its stores and where they were falling short. The primary goal was to find new locations that would best fit the successful models that they already had. “Sometimes we collect so much information that we confuse ourselves,” jokes Dominic Umek, general manager, but the data collection and analysis paid off. Conrad’s Tire now has 34 stores. Site selection for ground-up stores is Umek’s most important use of demographic data, but he also uses two other tools to attract potential customers in Conrad’s market areas – those “best customers” who aren’t buying from the dealer. One is traditional direct mail. Direct mail companies can provide customer segmentation analyses that will help you target important, influential potential customers that fit your “best customer” profile. Umek also uses customer plotting tools, which can help find the best potential customers
COVER
within a defined geographic radius. For the most part, Umek doesn’t use tiremaker-supplied information because he’s focused on the “Conrad’s customer” rather than a Michelin, Goodyear or Continental customer. Market research need not be just by brand, though, and some tiremakers are eager to help their customers grow business in various segments. Providing demographic data and tools to help dealers hit their target customers is the kind of support tiremakers can offer, often at little or no cost. And while dealers should be taking advantage of this, according to Adam Croneis, key account manager at Michelin North America, such help “is being underutilized.” Part of the reason may be the sheer volume of available information, which makes it hard to encapsulate for a dealer. And where tiremakers once had entire market research departments, today they contract those services to outside marketing/demographic specialists that may not be attuned to a dealer’s real needs. That’s not always the case, though. Michelin recently partnered with an outside company to provide market research and customer profiles. Reports can be run for a specific market area or for a specific radius within a Zip code. Items in the available “base demographics” report include median age, median household income, median house value, population by age groups, ethnicity and projected values for five years in the future. Tire information includes Top 20
TireReview.com 31
■ FEATURE:
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sizes and a report on potential sales by size and category. To help determine product screens and inventory levels, Croneis has seen dealers look at the number of single parent households in a market, as well as the mix of “premium” vs. “mid-premium” tire fitments in a market. That’s how specific tiremaker-supplied data can get. TIRE REVIEW contributor John Montgomery came out of a large tiremaker’s research department and now runs his own market and consumer research firm, Marketplace Insights. In both roles, he has developed and provided vast amounts of often quite specific consumer data to dealers and companies, large and small. One of Marketplace Insights’ key offerings is called Metro Scan, which is conducted annually across 26 metropolitan statistical areas (MSA), creating piles of data for tire companies and mega-retailers alike. Metro Scan also is offered to smaller retailers within their trade areas. At the heart of both are questions to determine “tire buyer behavior,” including how they prepare for a tire purchase, where they prefer to buy, how they see tire brands in the market, and much more. Montgomery says the benefit to dealing with MPI is that he and his team are from the tire industry, understand the dynamics, and can help dealers identify the things that are important to customers and how well dealers are addressing them. Brightline Marketing LLC is another company that provides market research information to tire and auto service dealers. Owner Randy Ladd also came out of a tire company market research team and has two decades of experience in marketing and market research. Brightline’s Tire Market Vision reports are somewhat similar to Marketplace Insights’ Metro Scan. Brightline surveys the top 30 MSAs each year and the results are offered to various tire/service retailers, complete with a summary of results and action recommendations. Ladd says the company has worked with large and small retailers, and can tailor its surveys to specific needs. You might think your dealership is too small to take advantage, but consider that these studies also include valuable competitive data, so you can 32 December 2012 | TireReview
Traffic count information on Google Earth Pro is as simple as finding a location on the interactive map and clicking on the car symbol. You will get average daily traffic count, the distance to the nearest cross street and the year the count was done. Google Earth is really fun to play with and is easy to use, and the Pro version adds more levels of interesting research capabilities – at a price. But if you are a real data geek, you can always go straight to the U.S. Census website to get some good demographic information. It is free (but not necessarily easy to use) at census.gov/cbdmap. The census information on this interactive map is supplied on the state or county level, and includes population figures, race, ethnicity, age, gender and housing status. Under the “housing” tab Information available on Google Earth you can find how many homes are Pro includes average daily traffic count, owner occupied vs. renter occupied, the distance to the nearest cross street the number of houses for sale, etc. and the year the count was done. There also is a comparison feature that allows you to compare the figures to another county. learn a lot about how your competiLarge research corporations devote tion and their products, services and considerable resources to developing brands stack up against yours. business intelligence for sale. Fortunately, many (like Demographics Now DIY Data Gathering and MapInfo) offer free trial packages For those hard-core demographic so you “cut your teeth” on a trial to get data lovers (and for the fun features), started with your demographic retake a turn with Google Earth Pro. On search; if you wish to purchase the full the Google Earth website you can program, that is your choice. learn more about its “Data Layers” Sometimes there are other workfeature, which can help you explore arounds. In the case of MapInfo, we “untapped markets, locate your target found a free version of its demodemographic, and expand your busigraphic information through a comness.” mercial real estate website to which it While Google Earth’s cool satellite provides information. By becoming a imagery and maps are free (check out member of LoopNet.com, you can what your store looks like from outer look at commercial real estate in your space), Google Earth Pro costs $399 per year and is truly designed for busi- area, but also run a demographic report for the Zip code of any specific nesses. The Pro version also can capproperty. ture specific area demographics and There is a tab for “demographics” traffic counts. under LoopNet.com’s “Additional Employing the U.S. Demographics Options,” where you will find reports “layer” lets you access interesting data on age, gender, race, housing, income down to U.S. Census block areas – the and industry for a specific Zip code. smallest census breakdown can inThe basic free membership comes with clude as few as 600 people. You can look at data about age, education, gen- a limited number of inquiries; it is, der, households, income, marital status after all, a paid subscription service for and vehicle availability. It is possible to the commercial real estate industry. display color-coded median age maps Mapping Out Results for any area that you wish. One nice Instead of glazing over doing your feature is that all data shows current own online research, you always could (2011) values, but also has the option have someone do it for you. Direct to show five-year projected numbers.
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mail and database marketers can provide valuable demographic information and customer research – even as they try to sell you the services that they provide. An example is Customerlink, a company that has partnered with several POS software companies and dealer organizations to provide things like demographic segment reporting, Google mapping and a proprietary marketing process – all with the goal of retaining existing or acquiring new customers. CustomerLink claims that it gathers data “from over 150 sources” and compiles that data into “segments” so that dealers can compare that against data from their shop management software. Understanding who your customer is will help you retain existing ones and more accurately determine where potential new customers reside. But have you mapped where your customers live or where your competition is? There are lots of free mapping software sites online that can fairly easily let you drop a list of customers or other stores from an Excel spreadsheet onto a map. Your desktop software might even have it already. It would only take a few minutes to do and the resulting information might be really interesting. Some of the free ones are difficult to maneuver through, but sites like topo.ly are quick and easy to use. All you need is a list and you can drop it into many of these mapping programs yourself. On the pay side is Microsoft MapPoint, available for $249. It has many demographic features down to the zip code level that could be useful. Unless you have a need for
34 December 2012 | TireReview
An example of a website hosted by CustomerLink, which has partnered with POS software companies to provide things like demographic segment reporting, Google mapping and a proprietary marketing process.
some of the features of a more robust program, the free stuff will work fine. So why map your customers? Many neighborhoods have distinct market lines. It would be interesting to figure out why some customers drive a further distance to buy
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■ FEATURE: from you vs. an alternative. Perhaps a highway or community border exists that impedes people from going in your direction. A dealer once told me that customers on the other side of the river from his store didn’t typically shop in his neighborhood, even though his was the closest tire store by several miles. But after he specifically marketed to that area, he started to pick up some new customers. A simple mapping of your customers is worth a quick look. Successful retailers in various industries put demographic information to use with great success. I recently switched back to a dry cleaner that I had used in the past because of $30 worth of coupons that I received in the mail. As it turns out, those coupons weren’t just randomly sent to my house; the dry cleaner hired a marketing company to attract new customers, retain current customers and win back former customers like me. The agency segmented the cleaner’s database into the three targeted groups and “crafted a custom message for each group.” After establishing a “best customer profile” and using the cleaner’s database, the firm created a targeted direct mail campaign that included a series of coupons. The result was a response rate more the twice the national average for current customers and more than four times the average for “new customers.” So if you are thinking about a direct mail campaign, there probably is a wealth of demographic information in your existing database from which to draw. Even without a good database of existing customers, an experienced local agency can use other demographic data to develop your target customer profile and market to them. Dry cleaners or tire dealers, the idea is the same. The two big questions today, according to Randy Ladd at BrightLine Marketing, are:
customer and then develop a value proposition that is aligned with it. You also can come up with a strategy to change your customer conversations to what is important to them (safety, convenience, service, peace-of-mind, cost, etc.) rather than what is important to you (sales, sales, sales). Your market area has certainly changed over the years, and it will continue to do so. Using market demographics – becoming a data driven
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dealer – will help you make good business decisions and help you meet the challenges and stay successful. The access to good demographic information has grown exponentially, and the cost no longer needs to be a burden on the small tire and auto service dealer. Resources are out there for smart, resourceful tire dealers to get as much information as they can manage. ■
• Who is your target customer? • What is your value proposition? In order to promote and sell yourself successfully in your market area, you really need to determine both. By making good use of demographic research, you can establish your target Rapid Response: 800-928-1184 ext. 45035 TireReview.com 35
SPECIAL GTE/SEMA WRAP UP FEATURE
Missed this year’s Global Tire Expo/SEMA Show? TIRE REVIEW has you covered – with all of the news and announcements, plus the hottest new tires and equipment, straight from the show floor.
NEW TIA PRESIDENT LOOKS TO GREATER COOPERATION New TIA President Randy Groh wants to continue building a stronger relationship with the RMA, and has set his sights on two major industry issues as potential building blocks. During TIA’s annual general meeting in Las Vegas, Groh said TIA will work to put forth a “recommended practice” regarding how tire dealers should handle the “tire aging issue,” and plans to help develop similar guidelines on the safe sale of used tires. Toward both goals, which he indicated would be completed by the close of his term as president, Groh said TIA would work directly with RMA officials and board members to craft positions that both organizations can support. It marked the first time TIA specifically stated that it would tackle either controversial topic, both of which have been of concern for many years. Groh said that while TIA would prefer “to educate, not legislate,” it recognizes that the industry would be better served if it and the RMA took a leadership role in creating
Growing Training Focus Brings New ‘Safety’ Tagline for TIA TIA adopted the tagline “Tire Safety Starts Here” to bring greater attention to its overall efforts to educate tire dealers and technicians – and now the general public – about how to properly maintain tires. “This new tagline closes the loop on TIA’s long-standing efforts of raising the professionalism and perception of the tire industry and more accurately represents what this modern association’s core values are aimed toward,” TIA stated. TIA also revealed its education plans – for both consumers and technicians. The association announced plans to develop an ongoing consumer education campaign that will start in 2013. Each quarter, the association will launch a 3- to 5-minute consumer-ori36 December 2012 | TireReview
TIA President Randy Groh
legislation regarding proper tire repairs. And, by stepping forward now on the subjects like used tire sales and tire aging, perhaps avoid regulation all together. ■
ented video focused on some aspect of tire care and maintenance. The videos will be available in multiple formats on the TIA website, and they will be accessible at no charge to both consumers and dealers. On the books for 2013 are videos titled: Tire Safety Starts with Proper Tire Repair (first quarter); Tire Safety Starts with TPMS (second quarter); Tire Safety Starts with Inflation (third quarter); and Tire Safety Starts with Rotation (fourth quarter). “The new consumer education program has a lot of synergy with TIA’s training and legislative agendas,” said Roy Littlefield, TIA executive vice president. “Obviously, the first video on proper tire repair will support our efforts to ban on-the-wheel plug repairs and other tire repair practices that are not consistent with industry guidelines. And while we do not have any plans to introduce legislation on the re-
maining topics, we expect the concepts of a properly functioning TPMS, correct inflation pressure, and regular tire rotation to have a positive impact on safety as well as the image of our industry.” TIA also said it plans to continue the consumer education program in 2014 and beyond with new topics. On the professional education side, TIA announced a 16-city Certified ATS Training Tour for 2013, the follow-up to the highly successful 2012 tour that hit 28 cities. TIA’s Certified ATS Instructor Program provides in-depth and comprehensive instruction on the recommended procedures for servicing modern automobiles and light trucks. Dealers can take advantage of TIA’s “train-the-trainer” model by investing in the education of a key employee who can return to the dealership as a Continued on Page 38
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Industry Greats Honored at Annual Event
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IA’s Tire Industry Honors program – now in its fourth year – saw four new members inducted into the Tire Industry Hall of Fame: Randy Clark, chairman and president of Dunn Tire; Bruce Halle, Discount Tire founder; Paul Kruder, founder of Computerized Information and Management Services (CIMS); and Peter Veldman, Tire Rack founder. Also honored at the event were 2012 Ed Wagner Industry Leadership Award recipients Steve Akridge, executive director of the Virginia Automotive Association; and Reece Hester, executive director of the North Carolina Tire Dealers Association. After the inductions, TIRE REVIEW announced its 2012 Top Shop Award Winner, Chapel Hill Tire Car Care Center, a second-generation, family-owned and operated independent tire dealer with four retail locations in North Carolina’s Research Triangle. Representing the dealership at the ceremony were owners Marc and Britt Pons, who accepted the award on behalf of the business, as well as the winner’s check for
Pictured at the Industry Honors event are (from left): TIA President Randy Groh; with Tire Industry Hall of Fame inductees Discount Tire founder Bruce Halle; Susan Kruder, who accepted on behalf of her late husband, Paul Kruder, CIMS founder; Randy Clark, chairman and president of Dunn Tire; and Tire Rack founder Pete Veldman.
Owners Britt and Marc Pons were on hand to accept the 2012 TIRE REVIEW Top Shop Award on behalf of Chapel Hill Tire Car Care Center. Pictured here are (from left): TIRE REVIEW Editor Jim Smith; Britt and Marc Pons; and TIRE REVIEW Publisher David Moniz.
Bruce Halle, founder of Discount Tire, accepts his induction into the Tire Industry Hall of Fame, addressing a tightly-packed house.
$1,500. The dealership also will receive a Coats X-Series Model 70X Rim Clamp Tire Changer. Also recognized were 2012 Top Shop Finalists Duxler Complete Auto Care, with four locations in the Chicagoland area of Illinois; McGee Tire Stores, headquartered in Lakeland, Fla., with
27 retail stores around the state; and Upton Tire Pros, based in Madison, Miss., with four retail locations. Each of these dealerships will received a $500 check, along with a Coats 1250-3DV tire/wheel balancer. ■
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TIA-Certified Instructor to train their other technicians. “Based on the feedback from this year’s tour, we feel it is definitely worth the effort to revisit our most popular locations and reach some new markets in 2013,” said Kevin Rohlwing, TIA senior vice president of training. “By making the Certified ATS Program more accessible around the country, we’re confident we can continue to fulfill our mission of improving safety by raising the bar for tire retailers.”
TIA Addresses Key Legislative Issues On the legislative front, at the annual TIA general meeting, association members approved a pair of resolutions for 2013. The first resolution positions TIA as supporting the repeal of the estate tax, while the second opposes a proposed credit card settlement. “In nationwide polls, small business owners have expressed a deep concern regarding the death tax, and named it their primary legislative concern,” the resolution on the estate tax read. “This tax has had an overwhelmingly harmful effect upon a small business…to that end, TIA is resolved to support all federal legislation that will repeal the estate tax. If necessary, TIA will also support legislation that will extend the current law of a 35% top rate and a $5 million exemption.” With regard to credit card processing fees, TIA’s resolution stated, “These fees are the third largest expense on a business, after labor and rent. To combat these rising costs, over 40 lawsuits have been combined in a class action suit, suing Visa and MasterCard and their issuing banks. The Merchants Payment Coalition has been formed to seek a more transparent credit card system, which will better serve retailers and consumers alike.” But the proposed settlement “gives merchants a limited right to surcharge consumers, and it does not reduce swipe fees in the long-term,” and with such, TIA opposes the settlement.
38 December 2012 | TireReview
Hankook Honors Design Students, Heroes Winner Hankook Tire America Corp. showcased the winning innovative tire design mockups from its “Tire Design for the Future Environment” competition, in addition to honoring the winner of its first “Hankook Heroes” Facebook campaign. The three-month “Tire Design for the Future Environment” competition, held this past spring for third-year design students at the University of Cincinnati, tasked students with creating new tire designs based on their own visions of future cars, sustainability needs such as reducing and reusing raw materials used in tire production, and the importance of increasing tire efficiency and meeting specific tire performance targets. Soo Il Lee, president and CEO of Hankook Tire America Corp., presented awards to first place winner Ben Zavala for his “Tiltred” tilting tire design and to second place winner Mark Hearn for his “Motive” off-road design. “The project brief asked our students to stretch their imagination about future cars, view the role of tires from new angles, and propose a new tire design accordingly,” said University of Cincinnati professor Raphael Zammit, who noted that Hankook designers worked with the students throughout the process, providing constructive feedback and valuable insight. “It was an all-around great project and we are truly grateful to Hankook for giving us the opportunity.” Hankook’s Shawn Denlein, senior vice president of sales and marketing, concluded the tiremaker’s first “Hankook Heroes” Facebook campaign by awarding Derrelle Ruschel, this year’s winner, for the good he does using his car and tires. Derrelle, a married husband with four children, was nominated by his wife for his dedication to his family and unending devotion to raising the couple’s four boys.
From left: Ben Zavala and Mark Hearn, first and second place winners of Hankook’s “Tire Design for the Future Environment” competition, with University of Cincinnati professor Raphael Zammit.
Derrelle and Amanda Ruschel (center) accept recognition for “Hankook Heroes” from Hankook Tire America Corp.’s Soo Il Lee, president and CEO (left), and Shawn Denlein, senior vice president of sales and marketing.
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TIA Draws Crowds for Education Offerings TIA’s educational seminars – TPMS@10, Truck Tires@10 and Tires@2 – drew large crowds of attendees. Each seminar highlighted ways to improve tire dealers’ businesses, including the “Successful Tire Dealers Share Their Secrets” Tires@2 session, led by (from left) Marc Pons of 2012 TIRE REVIEW Top Shop winner Chapel Hill Tire Car Care Center; as well as Dan Nothdurft ,Gary Michaels and Dale Nothdurft of 2010 Top Shop Winner Tires, Tires, Tires. TIA’s Kevin Rohlwing, senior vice president of training, moderated the session.
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Nankang Uses Flash Mob to Launch New Look Nankang Rubber Tire Corp. took the Las Vegas Convention Center South Hall Lobby by storm on Oct. 30 with a flash mob dance routine that wowed Global Tire Expo attendees. The local troupe of 35 professional dancers, all wearing red Nankang shirts and caps, busted their moves for a fiveminute routine to help the Taiwanese tiremaker launch its new logo and look. A few Nankang marketing staff members even stepped up toward the end of the dance.
Nitto Celebrates Milestones
Exclusive GTE Photos For a first-hand look at the show floor, check out the exclusive photo album on TIRE REVIEW’s Facebook page at facebook.com/tirereview.
Nitto Tire USA Corp. celebrated having recently reached two million ‘Likes’ on Facebook with a guest appearance by electronic dance music DJ and producer Steve Aoki (pictured here to the right of Tomo Mizutani, Nitto president). Show attendees enjoyed cake and received autographed posters while Aoki’s tracks played in the booth. The event marked the countdown to Aoki’s birthday bash concert on Nov. 21, which was sponsored by Nitto. The tiremaker’s partnership with Aoki, designed to expand brand awareness and fan engagement, kicked off this summer with an exclusive track remixed for Nitto’s fans, titled, “Come With Me (Doorly Remix) Fueled by Nitto.” “
By the Numbers The 2012 Global Tire Expo, which was housed in the entire lower level of the South Hall of the Las Vegas Convention Center, met – and surpassed – attendance expectations. Some 2,250 companies exhibited at the SEMA Show, including more than 500 first-time exhibitors. The event welcomed 135,000 overall attendees, of which 60,000 were buyers and 3,000 were members of the media, according to SEMA.
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GTE/SEMA PRODUCT SHOWCASE Alliance Tire Group released its new Galaxy EXR 300 E3/L3 construction tire, which the company said leverages a new, big-block tread design to deliver added traction, stability and performance life to heavy equipment used in construction, mining and municipal applications. Large center lugs maximize ground contact for maximum stability, while aggressive tread blocks along Galaxy EXR 300 the shoulders of the tire ensure a strong grip in a wide variety of ground conditions, according to the tiremaker. With a rugged compound and 20-ply construction, the Galaxy EXR 300 is available in size 23.5-25 to fit a wide variety of loaders, earthmovers and dump trucks. ASA Automotive Systems displayed three next-generation technology modules – a new scheduler, a mobile warehouse quick order entry system, and general ledger – which have been completed as part of the company’s new technology rewrite. With the look and feel of a Microsoft Outlook-type calendar, including color coding and drag and drop capabilities, ASA’s Scheduler allows dealers to book appointments from a work order or the calendar, view appointments by date, location, bay, technician and other user defined resources, as well as email service reminders. The Mobile Warehouse Order Entry module empowers remote salespeople to quickly and easily search inventory and order tires online, as well as capture signatures electronically, according to ASA. The web-based General Ledger is the first accounting module that’s been rewritten with full integration to the TireMaster family of products, incorporating new functionality with enhanced drill down and reporting capabilities. Bartec introduced two new TPMS tools – the Tech200 and Tech500 – 40 December 2012 | TireReview
and new TPMS management software, TPMS HUB. The Tech200 TPMS Activation Tool’s compact and rugged design, coupled with Bartec software, allows for Bartec Tech500 fast and easy TPMS sensor testing. It features wireless Bluetooth to transmit sensor information to a computer or printer. The Tech500 features a rugged, ergonomic enclosure design and like its predecessor, the Tech400SD, its all-in-one design includes built-in OBD functionality, as well as wireless Bluetooth and WiFi technology. TPMS Hub includes sensor searches, TPMS tool work instructions, re-learn procedures and Bartec Tech Tips, the company added. Bosch Group unveiled the Tech 2 Pro Optima scan tool package, which includes the General Motors Tech 2, CANdi module and 32MB programming card. The Bosch Tech 2 allows technicians to diagnose and repair many GM vehicle manufactured from 1992 to current with the exception of those vehicles that are covered by GM’s GDS 2. In addition, Bosch updated its Mastertech VCI (M-VCI) scan tool with expanded, indepth vehicle coverage with its new ESI[tronic] 2.0 diagnostic software. The software, which provides troubleshooting instructions, vehicle maintenance schedules and technical service bulletins, is sold as a M-VCI Trio Package consisting of the M-VCI scan tool bundled with a laptop PC and USB wireless adapter, or the VCI 2 package, which includes the MVCI scan tool and USB wireless adapter with software that can be loaded on an existing PC. Chicago Pneumatic introduced 20 new high-performance air tool models. The CP7748 Brute Force 1/2-inch impact wrench offers 922 footpounds of maximum real torque in reverse and extremely fast run-off, making it ideal for the tire industry.
The CP7759Q 1/2-inch impact wrench, which features Side-to-Side Technology (S2S) that allows the operator to easily change between forward and reverse with one hand, delivers 780 foot-pounds of maximum real torque. Rugged new models have been added to the to the CP77X9 family: the CP7769 3/4-inch heavy-duty impact wrench is engineered to be compact, well-balanced and lightweight, with 1,440 footpounds of torque. These heavy-duty impact wrenches feature dual socket retention, with friction retainer ring and hole retainer for additional socket security. The new CP Nano Series rotary screw air compressor is built for highefficiency, CP7759Q 1/2-inch continuous impact wrench operation and reduced operating costs in a compact, workspace-saving design. The series includes five models ranging from 3 to 15 hp with stable air output at 125 or 150 psi standard with high-efficiency air ends/elements that produce drier, cooler air, the company said. Double Coin Holdings and the China Manufacturers Alliance introduced three new tires. The new OptiGreen Series FD425 Super Wide, which the tiremaker said is an “ultrapremium, fuel and weight efficient drive position tire,” features advanced tread compounds; a wider, low profile design; and less weight savings for greater mileage. The SmartWay-verified tire is available in size 445/50R22.5, load index 161. The new RSD3 ultra-premium on/off-highway drive tire is optimized for severe winter driving conditions, engineered with specific features to enhance ice and snow traction and performance, the tiremaker added. The RSD3 is available in sizes 11R22.5, 295/80R22.5 and 315/80R22.5, with more sizes to come in 2013. The Double Coin
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GTE/SEMA PRODUCT SHOWCASE REM-28S radial OTR tire, designed for loaders, graders and mobile cranes in winter applications, features a wide footprint for excellent flotation; and zigzag siping and a tread block design that increase winter performance. The tire is available in sizes 385/95R24 (grader), 17.5R25 and 20.5R25 (loader), and 385/95R24 (high speed mobile crane), with more sizes to come in 2013. Cooper Tire & Rubber Co. showed a number of new products. With a launch targeted for early to mid2013, the all-season CS3 Touring features the tiremaker’s “StabilEdge” technology for dry handling stability, crisper steering response and improved ride comfort, according to Cooper. It offers a five-rib tread pattern for improved wet and light snow traction; a tread pitch and pattern design for a smooth, quiet ride; and a tread compound and profile that promotes even wear and long tread life. The CS3 Touring replaces the Lifeliner GLS and will come in 58 T, H and V speed rated sizes. The Mastercraft Courser AXT, available now in 50 LT-metric and Pmetric SUV sizes ranging from 15- through 20-inch CS3 Touring wheel diameters, features “a progressive five-rib tread design, aggressive off-road capabilities, confident highway control and wear, and balanced all-season performance,” as well as wide center tread elements with an open groove design and an aggressive buttress shoulder design for better off-road traction, Cooper added. Also displayed were new commercial truck tires: the Roadmaster RM230 WB, an on-/off-road tire with damage-resistant tread suited for cement mixers, dump trucks and haul applications, available in sizes 385/65R22.5 and 425/65R22.5; the Roadmaster RM254 42 December 2012 | TireReview
regional drive tire, with treadwear and traction required for frequent stops and acceleration, available in six load range H and G sizes; and the Roadmaster RM851, a SmartWayverified regional and long-haul drive tire designed to boost fuel efficiency, available in four load range G sizes. Doublestar Tire Corp. showed its Color Tire, which the tiremaker said comes in four colors – red, yellow, blue and green – and offers the same performance and treadwear as its regular black tires. Made through new manufacturing Color Tire technology, Doublestar said its current passenger and truck/bus radials can be made in color based upon customer request. EnerSys unveiled its new Odyssey Performance Series line of batteries and rebranded its existing line of Odyssey batteries as Odyssey Extreme Series batteries to differentiate between the existing product line and the new line, which is designed for conOdyssey Performance Series sumer applications. Designed with the same rugged construction as the Extreme Series batteries, EnerSys said the new Performance Series batteries offer equivalent deep cycling capabilities, long service life and high reliability. Odyssey Performance Series batteries are constructed of a polypropylene case and cover that resists oil, cleaners and gasoline, in the same black/orange color scheme as the Extreme Series batteries, EnerSys added. Falken Tire Corp. introduced the latest generation of its all-season per-
formance tire for luxury SUVs and light trucks, the Ziex S/TZ05. Key to the character of the S/TZ05 is its advanced M+Srated, all-season, non-directional tread design. The tire also features double-tapered Falken Ziex tread blocks and S/TZ05 staggered shoulder lug grooves for a smooth, quiet ride; double taper-cut tread blocks that intensify noise reduction and water evacuation; a solid center rib for improved lateral handling and highway stability; and wide shoulder blocks for added tread stiffness and performance, according to Falken. The S/TZ05 is available in popular SUV and light truck wheel fitments ranging from 20 to 24 inches. Greenball Corp. displayed its TowMaster Summer Solution, a new and improved specialty trailer tire that features revised compounding to improve heat dissipation and allow for cooler running temperatures. Key areas of the tire, such as the inner liner and belt edge package, have been re-engineered for more reliCentennial Terra able operation, Commander according to the tiremaker. The company also is expanding its line of light truck tires with the Centennial Terra Commander, an all-terrain high-traction tire for pick-ups and SUVs that will be available in early 2013. Hankook Tire America Corp. introduced its latest UHP all-season tire, the Ventus S1 Noble2, made from a new silica tread compound for improved wet grip and lower rolling resistance. The new tire features a triple-radius profile that maintains maximum grip, as well as offering
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GTE/SEMA PRODUCT SHOWCASE lower rolling resistance for increased fuel efficiency, Hankook said. The tire offers uniform contact pressure on its center and shoulder blocks for secure braking performance, Ventus S1 Noble2 while straight rib blocks on the outside of the tire reduce road noise. The Ventus S1 Noble2 will be available in March 2013 in 40 sizes ranging from 16- through 20-inch fitments. Hercules Tire & Rubber Co. previewed the new Hercules Terra Trac R/S on-/off-road light truck tire and Ironman RB-12 all-season touring tire, both due out the first quarter of 2013. The Terra Trac R/S (rugged surfaces) replaces the former Terra Trac A/W, featuring a similar tread pattern and updated styling. The tire is aggressive and versatile, according to Hercules, with a Hercules Terra Trac R/S low-void shoulder and wide footprint for enhanced stability. Built for all-season performance, the Terra Trac R/S offers puncture protection and advanced sidewall construction to protect against sidewall impact, and is designed for rugged commercial applications, the tiremaker added. The M+S-rated tire will be introduced in 10 popular sizes. The Ironman RB-12 will launch in 21 T, H and V speed rated sizes covering 13- to 16-inch wheel diameters. The tire features a symmetric, five-rib tread design with a larger footprint for stability and 44 December 2012 | TireReview
performance; slotted shoulders, moderate siping and wide grooves for enhanced water evacuation; and a variable tread design for driver comfort and reduced road noise, Hercules said. Hunter Engineering Co. introduced its SmartWeight Touch balancer, which features a touchscreen interface, eCal Auto-Calibration that doesn’t require operator input, and CenterCheck for proper centering. The balancer, which handles up to 30-inch wheel diameter tires, also provides training videos and TPMS reset procedures. Hunter also demonstrated its Fully Integrated Alignment, claiming its HawkEye Elite Alignment System and RX Lift can help technicians present results in 90 seconds by eliminating timeconsuming trips around the vehicle and trips to the console. The system uses Hunter’s CodeLink sensor that links the vehicle OBD-II to the aligner and WinAlign software, the maker added. Ingersoll Rand said the latest addition to its IQV20 Series cordless tool family, the W5130 3/8-inch 20V MidTorque Impactool, offers high performance, long-lasting durability and the versatility to access tight spots in multiple locations. The W5130 boasts 190 foot-pounds of torque and a W5130 3/8-inch 20V length of Mid-Torque Impactool just 6.6 inches from tip to tail. According to the maker, the IQV20 Series battery platform allows the W5130 power levels rivaling a pneumatic tool packed into the convenience of cordless. Ken-Tool announced several new products. Its ReCore Sensor Saver System offers everything tire techs need to repair corroded TPMS valves – in-
cluding nickelplated replacement valve stems and caps that will not fail due ReCore Sensor Saver to galvanic System corrosion, the company said. Techs work directly on the damaged valves, removing the corroded stem, tapping new threads and torqueing in the replacement stem without the need to remove the tires from the vehicle, rebalance the tires, and reset or relearn the TPMS sensor. KenTool said its new earthmover and ag tire inflation cage, made from Earthmover and ag tire heavy inflation cage gauge steel tubing welded to a steel base, measures 48x72x89 inches and guards technicians and the shop environment against injury and damage from the explosions that stem from blown locking drums on large tires. Lastly, KenTool said its new Dual Wheel Separator makes removing stuck or frozen dual steel wheels quick and easy. Ideal for use on nearly any dual steel wheel truck, bus or van, the separator slips between the frozen wheels and uses the power of a screw-driven pusher to force them apart. Technicians can drive it easily with an impact wrench, the maker added. Mickey Thompson Performance Tires & Wheels debuted two hybrid design light truck tires, both of which will be available the first quarter of 2013. The Baja ATZP3 is a combination all-terrain/mud-terrain tire featuring an extra-wide footprint, large tread blocks and scalloped shoulder lugs designed to provide on- and off-road traction. The tire
Rapid Response: 800-928-1184 ext. 45045
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SPECIAL
GTE/SEMA PRODUCT SHOWCASE also offers deep side-biters for improved protection; multi-draft grooves for self-cleaning and improved wear; and a new tread compound with improved cut and chip protection, the company said. The tire will be released in 20 sizes with wheel diameters ranging from 15 to 20 inches. The tiremaker also added the Fun Country hybrid all-terrain/mud-terrain tire to its Dick Cepek tire line. The tire shares many features with the ATZP3 and will be available in 20 sizes with wheel diameters ranging from 15 to 20 inches. Optima Batteries added the Optima Chargers Digital 400 12V Performance Maintainer and Battery Charger to its new line of battery charging products. The tool is compact and is compatible for use in automotive, truck, marine, motorcycle, powersport, lawn and garden, and RV apOptima Chargers Digital plications. 400 12V Performance The product Maintainer and has a charge Battery Charger rate of up to four amps on large batteries and three amps on small batteries and can be utilized to keep all 12V AGM and flooded batteries healthy during storage, the maker said. OTC released a family of waterproof-grade LED work lights equipped with a lithium-ion battery designed for making a technician’s work environment safer and more productive. Each unit within the Spectrum series provides 50,000 hours of light and is equipped with a hang hook, magnetic base, pivoting body, face light and a top light. With a rubberized coating for an easy grip, the Spectrum lights also are impact and water resistant, and come with both AC and DC chargers, the company said. Progressive Automotive Systems showed enhanced features of its R.O. 46 December 2012 | TireReview
Writer Shop Management Software that allow the user to accurately identify required parts and labor to build an accurate estimate and maximize margins, the maker said. Its enhanced parts sourcing through NAPA ProLink allows the user to compare pricing and automatically calculate profit margins, while the new multi-store management option enables users to instantaneously access vehicle repair information from multiple locations. Schrader introduced its EZ-Tire tiremounted TPMS sensors. Using the same programmable sensing technology as its valve-mounted EZ-Sensor, the EZ-Tire sensor is enclosed within
EZ-Tire tire-mounted TPMS sensors
a small, circular rubber fitment package that easily adheres to the innerliner of the tire. Schrader said given its location, the EZ-Tire solution expands the benefits of TPMS to a wide range of new applications. EZ-Tire is programmable across diverse TPMS protocols and vehicle platforms, saving installation time, cost and inventory requirements, according to Schrader. Tenneco announced plans to accelerate its “Continuous Launch” product program in 2013 with a significant number of new Monroe shock absorber and strut SKUs, as well as aggressive expansion of its Monroe Quick-Strut product line. The new program enables Tenneco customers to access the latest Monroe part num-
Monroe ProSolutions Brake Pads
bers on a quarterly basis, rather than waiting until the end of the year. New coverage will include an expansion of the Monroe OESpectrum shock and strut offering for late-model Asian and European applications, as well as more than 50 additional Monroe Strut-Mate mounting kits for popular domestic and foreign applications. Tenneco also launched Monroe ProSolution brake pads, a “premium technology available at a mid-range price.” The pads feature premiumgrade friction formulations and pad designs, yet are priced to help shops attract and retain budget-minded customers. A vast majority of ProSolution pad sets come complete with noise reducing pad installation hardware, Tenneco said. Toyo Tire USA Inc. unveiled its new iPad app, which provides easy access to Toyo’s product information, including training, videos, sizes and specifications, brochures and more, according to the company. The app is designed to help train dealers on the company’s products, while dealers can use it to train their own staff and to sell in the Toyo’s iPad App showroom. Users can access information such as a product overview, product features and benefits, size information and specifications, and multimedia, Toyo said. Vredestein North America displayed its latest two Giugiaro Design-enhanced summer tires. The Vredestein Ultrac Vorti carries a Y speed rating and “excels in terms of grip, handling and braking on both dry and wet surfaces,” the tiremaker said. The Vredestein Sportrac 5 is the successor of the Sportrac 3, and “offers excellent handling on both wet and dry surfaces,” the company said. ■
Rapid Response: 800-928-1184 ext. 45007
TIRES FEATURE
DENISE KOETH Managing Editor
Flat Out
Despite perceived issues, run-flat tires offer peace of mind to drivers and profit opportunities to dealers
Z
ero pressure, self supporting, run-on-flat…whatever the moniker each tire manufacturer gives to its run-flat tires, the general idea is the same: consumers can continue driving for 50 miles at up to 50 miles per hour on what would ordinarily be a flat tire.
>TAKEAWAYS • REQUIRES FUNCTIONING TPMS • DON’T MIX RUN-FLATS WITH STANDARD TIRES • FOLLOW MANUFACTURER GUIDELINES FOR PUNCTURE REPAIR, SERVICE • FOLLOW SPEED, DISTANCE REQUIREMENTS
48 December 2012 | TireReview
And while cost and ride comfort have long been seen as negative aspects of run-flat tires, today’s models offer technologies that can save consumers money while offering distinct safety advantages, according to tiremakers. While still making up only a small fraction of the total replacement passenger tire market – no more than a couple of percentage points, according to the companies polled for this article – run-flats are an important inventory item for dealers who service certain vehicle models that are fitted with the tires as original equipment. According to Robert Saul, UHP and run-flat product manager for Bridgestone Americas, the longest-running and most popular models that feature run-flats as OE include the BMW 3 Series, Mini Cooper and Chevrolet Corvette. “BMW and Mini hold a commanding share of the OE run-flat market as they have gone almost 100% run-flat for their vehicles, and they hold the crown of the top selling run-flatequipped vehicle in the U.S. with the 3
Series,” agrees Yokohama’s Kevin Hinton, manager of product planning. “Mercedes is focusing heavily on this technology, as well, and we expect to see a growing share of its vehicles outfitted with run-flats in the future.” He adds that General Motors’ Cadillac luxury brand is making a comeback with run-flats, and the automaker is looking to equip more of its models with this technology in the coming years, as well. Toyota also features runflat tires on two of its popular vehicles: the RAV4 CUV and Sienna minivan. Hinton explains the run-flat market is expected to grow as automakers begin to fit more run-flats on new vehicles. “We expect the growth rate of runflat-equipped vehicles to outpace the growth rate of vehicles fitted with conventional tires in the coming years,” he adds. Henry Kopacz, public relations and product marketing specialist for Hankook Tire America Corp., says sales and shipments of run-flat tires have increased from roughly 1.5 million units to 1.9 million units over the past couple of years. He estimates the segment will
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TIRES
sports and luxury cars, and we expect that trend to continue, as well.”
Run-Flat Pros and Cons The perceived negatives of run-flat tires are that they don’t perform as well as their non-run-flat counterparts and that their purchase cost is too high, Hankook’s Kopacz explains. “A great deal of research and design has gone into the latest generation of run-flat tires and consumers have come to appreciate the improved performance of the tires,” he notes. The ability to drive up to 50 miles at 50 miles per hour after a full pressure loss allows motorists to drive to a service station in order to have their vehicles Run-flat tires, like those offered by Bridgestone (left) and Yokohama, among other tireinspected and serviced – a valuable makers, let drivers travel for 50 miles at up to 50 mph after a loss of air pressure. asset to consumers, Kopacz says. “Changing a flat tire on the side of a road can be very challenging and stresssee an increase of roughly 20% over the next few years. ful,” says Travis Roffler, director of marketing for Continental “W and Y speed rated products have been the most popTire the Americas. “Run-flat tires can provide convenience ular for the OEMs and we expect that trend to continue,” Yokohama’s Hinton says. “We also expect growth to occur in and peace of mind for a consumer by essentially eliminating the need for roadside tire changes.” V rated tires. Tires in 17- to 19-inch sizes will continue to Aside from peace of mind, run-flats also offer financial make up about 90% of all run-flats on new vehicles. Run-flat positives, according to Yokohama’s Hinton, who says, “For tires have been a technology that has been fitted mainly on
Rapid Response: 800-928-1184 ext. 45050 50 December 2012 | TireReview
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TIRES
example, if pressure is lost with a conventional tire, wheel damage can occur, which can be very expensive.”
Sales and Service There are several considerations for tire dealers to keep in mind regarding run-flat tires, including TPMS, vehicle manufacturer guidelines and proper recommendations for customers. Bridgestone’s Saul says tire dealers must ensure the vehicle has a functioning TPMS and that the tire is free of damage that would compromise its run-flat function. “Pay attention to the TPMS and heed any warning with prompt attention to tire pressure,” he notes. “In the event the tire is losing air, driving should be minimized and drivers should get the tire inspected as soon as possible.” “TPMS is necessary since it is difficult for a driver to notice when a run-flat tire is without air pressure,” advises Continental’s Roffler, who added, “Continental self supporting run-flat (SSR) tires may only be fitted on vehicles for which they are approved by the vehicle
52 December 2012 | TireReview
manufacturer and that are equipped with TPMS.” He also notes that run-flat tires should not be mixed with standard tires on the same car – even when paired on the same axle. Puncture repair also should be considered, according to Yokohama’s Hinton, who says, “Yokohama Zero Pressure System tires are not to be repaired following a puncture or any other tire disablement. They are covered under our standard limited warranty, which provides a replacement tire on a prorated basis based on the remaining tread depth when a tire has been damaged due to a tread area puncture within the repairable area and limits defined by the RMA.” In terms of offering advice to runflat customers, dealers should remind drivers to use “extreme caution when driving at zero pressure” and to “avoid aggressive handling actions and any unusual service condition, such as trailer towing or hauling heavy loads,” Hinton adds. Dealers also should stress the need to follow vehicle and tire manufacturer
instructions on maximum speed and distance for driving on a run-flat tire without air pressure. “When the TPMS detects low air pressure, avoid extreme driving conditions such as sudden or erratic braking, acceleration, steering maneuvers, etc., and have them visit a tire dealer as soon as possible to have the air pressure checked,” Hinton says. Stocking considerations vary between different markets, so through its Gold program, Continental works with dealers to analyze local markets and helps them determine which products and sizes to stock, Roffler adds. Yokohama’s Hinton estimates a dealer could stock 20 run-flat sizes and cover about 70% of the U.S. run-flat market. Fewer SKUs reflect the small percentage of the overall replacement tire market that is comprised of run-flats. But in order to service many luxury vehicles – and an increasing amount of mainstream models as automakers add more OE run-flat fitments – tire dealers need to keep up on the trends and service recommendations of this segment. ■
Rapid Response: 800-928-1184 ext. 45122 佡
LARRY CARLEY Technical Editor
SERVICE FEATURE
Wheel Bearing Hubs Replacing hubs equipped with wheel speed sensors
IN THE CASE OF SEALED ASSEMBLIES WITH THE WSS AND TONE RING INSIDE, THE HUB PROVIDES PROTECTION AGAINST EXTERNAL CORROSION – OR AT LEAST IT IS SUPPOSED TO. Rapid Response: 800-928-1184 ext. 45123
W
hen engineers came up with the idea of putting the wheel speed sensor (WSS) and tone ring inside a sealed wheel bearing hub assembly, it sounded like a great idea. The sealed environment would help protect the sensor and make it less vulnerable to damage or contamination from the outside world. The first applications date back to 1999 on Chevy/GMC and Ford trucks. Since then, the sealed wheel bearing hub assemblies with the integral ABS wheel-speed sensors have been used on a growing number of other cars and trucks. But, there have been some problems. In late 2004 and early 2005, GM in Canada had to recall 1999-
2002 model year Chevrolet Silverado, Tahoe, Suburban and Avalanche trucks, GMC Sierra and Yukon, and Cadillac Escalade models because of problems with the WSS in the sealed hubs. Unlike other WSS setups where the tone ring is on the outside of the outer CV joint housing, axle or hub, the WSS tone ring is built into the wheel bearing assembly. On the later applications, the WSS tone ring is exposed and very vulnerable to corrosion from road salt and road splash. The tone ring also can be damaged if somebody uses a pry bar to separate a halfshaft from the steering knuckle, or drops the halfshaft on the floor. A difference of only a TireReview.com 53
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few thousandths of an inch in the height of the teeth on the tone ring can affect the WSS signal. The signal pulse is generated when a tooth passes under the magnetic tip of the sensor. The tooth passing through the sensor’s magnetic field causes the sensor to act like a little generator and produce an alternating current signal that increases in frequency and amplitude in direct proportion to wheel speed. If you look at the signal on an oscilloscope, it should look like a nice, even sine wave with all the up and down humps in the waveform evenly spaced and at the same height. Magnetic sensors also can pick up metallic wear debris from the rotors and pads, causing the sensors to read erratically and confuse the anti-lock brake system. Cleaning the sensors and resetting the air gap often can restore normal operation. But, if the tone ring is corroded or damaged, it must be replaced. In the case of the sealed hub assemblies with the WSS and tone ring inside, the hub provides protection against external corrosion – or at least it is supposed to. But nothing is perfect, and when moisture seeps into the hub, it corrodes the tone ring. The result is an uneven WSS signal that confuses the ABS system.
If one wheel bearing is loose or noisy, pay close attention to all of the other hubs. Chances are some of the other bearings may be going bad.
The fix was to pull out the sensor, clean the sensor and tone ring, and dump some zinc anti-corrosion treatment into the hub to prevent further corrosion.
ABS Codes The first signs of trouble may be the ABS system kicking in when braking at low speed, and/or the ABS warning light coming on. Until you hook up a scan tool and pull the codes, though, there’s no telling why the light is on. The fault may be a bad WSS or it might
Rapid Response: 800-928-1184 ext. 45054 54 December 2012 | TireReview
SERVICE
be something else, so don’t jump to conclusions – especially if there are no codes to guide you. Reading ABS codes requires an ABS code reader, scan tool or scanner software that can access the ABS system. An inexpensive OBD II code reader or an entry-level scan tool designed for a do-it-yourselfer won’t work here. You need a professional tool designed for ABS diagnostics, or a digital storage oscilloscope to look at the WSS waveforms. If the ABS light is on and you
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SERVICE
pulsations), the problem is likely a bad WSS. But which one? That’s where a scope can really help you identify which sensor is acting up. Connect the scope to the sensor leads and spin the tire by hand. If you get a good, clean signal, move on to the next WSS and so on, until you find the one that is generating a bad signal.
Bearing Diagnosis You also can measure bearing play by placing a dial indicator against the hub and turning the wheel. Refer to the vehicle manufacturers’ specifications but, as a rule, no more than 0.005 inches of play is allowed for most sealed wheel bearing and hub assemblies. If one wheel bearing is loose or noisy, pay close attention to all of the other hubs on the vehicle, especially if the vehicle has a lot of miles on it, has been driven through axle-deep water, or has been flooded. Chances are some of the other wheel bearings also may be going bad. The signal pulse is generated when a tooth passes under the magnetic tip of the sensor.
find a code for a WSS, check the sensor wires for breaks or a loose/corroded connector. Broken wires probably are the leading cause of WSS-related failures. On some vehicles, the wires tend to be brittle and break as a result of fatigue from road vibration and/or steering maneuvers. Replacing the WSS wiring harness usually is the recommended fix for these situations. You could try to patch the broken wire, but crimp connectors are vulnerable to road splash and corrosion, and solder is usually too rigid and will crack again. Better to replace the wiring harness than to risk a comeback. If there are no codes, but the vehicle owner complains about the ABS system engaging when braking (noise, vibrations and pedal Rapid Response: 800-928-1184 ext. 45056 56 December 2012 | TireReview
Hub Replacement You need to make sure you have diagnosed the fault correctly on vehicles with the sealed hub and ABS WSS because the replacement parts are not cheap. Hub replacement is fairly simple. Remove the wheel, caliper and rotor, then remove the wheel bearing and hub assembly from the spindle or axle. Do not use an impact wrench for removal or installation. Use a torque wrench and tighten all bolts and nuts to specification. Many hub units for FWD applications come with a new hub nut. Use it, and be sure to torque it to specification with a torque wrench – never an impact wrench. After repairs have been made, confirm the problem has been fixed by clearing any ABS codes and doing a short test drive to make sure the ABS light does not come on and there is no bearing noise. ■
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Coolant Replacement Intervals Revealed When should the coolant in a customer’s vehicle be replaced? Well, like most service requirements, it depends on the age of the vehicle, the type of antifreeze in the cooling system and how many miles a year the vehicle is driven. All late-model vehicles (with a couple of minor exceptions) are factoryfilled with ethylene glycol-based antifreeze. Though the coolant may be dyed orange, yellow, red, pink, blue or some other color, they contain one of two basic types of corrosion-inhibiting additive formulas: organic acid technology (OAT) or hybrid organic acid technology (HOAT). OAT-based antifreeze uses chemicals such as carboxylate, sebacate and 2-EHA (ethylhexanoic acid) to prevent corrosion. Antifreeze manufacturers won’t reveal the exact makeup of their OAT additive packages because they are proprietary. But the chemicals are typically slow-acting so they can
Rapid Response: 800-928-1184 ext. 45058 58 December 2012 | TireReview
neutralize corrosion inside the engine, radiator and cooling system over a long period of time. Most manufacturers of OAT-based antifreeze claim their products have a service life of five years or 100,000 to 150,000 miles – whichever comes first (that’s the important part). HOAT-based antifreezes also contain an OAT additive package, plus an additional dose of silicates. These are chemicals that contain silicon and other metals for protecting aluminum surfaces. Silicates are fast-acting chemicals that form a protective coating on aluminum surfaces. However, as the coolant ages, some of the silicates may drop out of the solution. These particles can have an abrasive effect as they circulate in the cooling system, accelerating wear on water pump seals and plastic impellers, plastic radiator end tanks or inside metal heater cores with sharply curved tubes. To avoid these kinds of problems, most HOAT-based antifreezes use stabilizers to keep the silicates in solu-
tion, and they contain only a small amount of silicates. HOAT-based antifreezes that claim to be “low silicate” formulas should meet the ASTM D6210 standard (which is a requirement for most late-model diesel engines). Like-OAT-based antifreezes, HOATbased antifreezes also have a claimed service life of five years or 100,000 to 150,000 miles – whichever comes first. So, regardless of which type of coolant is in a cooling system, or the brand of the coolant, it’s important to change any “long life” coolant after five years of service, regardless of the mileage on the odometer.
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TIRES
TIRE TECH
Revisiting Consumer Retreads T
ire retreading has been around nearly as long as there have been new tires. According to TRIB, tire retreading began in 1904 and continued with few changes until the 1940s. The development of synthetic rubber and the shortage of tires during World War II were major factors in the growth of retreading. The U.S. military even operated its own retread plants, including portable plants near the front lines. By the late 1950s, the market had shrunk to the point that there were 12,000 retread plants in the U.S., most of them passenger tire plants and most of those directly connected to specific retail dealers. Since then, the number of plants continued to drop drastically. Remarkably, the amount of rubber used in retreading remains nearly the same. Today’s retread plants are much larger and cost millions of dollars to outfit and operate. In 2011, there were an estimated 680 truck retread plants in the U.S.; 18 plants were producing large OTR retreads, and five were producing aircraft retreads. But there were only four producing passenger retreads. One of the most successful retread applications today is in the aviation industry. All commercial airlines, and the military, use retreaded tires. Nearly 80% of all aircraft tires now in service in the U.S. are retreads. More than 100,000 aircraft retreads are used annually, with an average tread life of 270 takeoffs and landings per tread. 60 December 2012 | TireReview
Retreads remain key in some segments, but are they a viable option for consumer tires?
The major shortages of new OTR tires over the past 10 years would have been disastrous for the mining and construction industries if not for the availability of OTR retreads. OTR retread plants were able to greatly expand production and supply much of the demand. Undoubtedly, the mainstay of today’s retread industry is commercial truck retreading. Truck retread plants produce almost one-half of the replacement tires used annually in the trucking industry. A total of 15.3 million truck retreads were produced in 2011, with a market value of $3.1 billion.
RICH ASHLEY Contributing Editor
tion, often aided by non-destructive inspection equipment. The acceptance rate for truck tires is higher than passenger tires because of the stronger construction of truck tires
Retread Specifics What exactly is a retread? In general, Goodyear’s UniCircle retread tire machine. retreading is the process where worn tires, called “casings,” receive a new (typically designed for retreading) tread. The worn tread is buffed and the better care that fleet operaaway and a new tread bonded to the tors give tires. The reject rate for pascasing. senger tires is as high as 85%. In “bead-to-bead” retreading, a After inspection, tires are trued to retreaded tire also has a new rubber a specified diameter and have their veneer applied to the sidewalls (priremaining tread mechanically remarily as a cosmetic improvement) moved by extremely accurate highand often is called a remolded or respeed buffers. manufactured tire. Incidentally, The non-destructive testing mawithin the retread industry, the term chinery now used by all of the major “recap” is seldom used anymore. retread manufacturers and many Tires that are candidates for retread- other retread plants has changed the ing are first subject to visual inspecway tires are retreaded for the better.
■ TIRES: Much like a CT scan or MRI allows physicians to make better diagnoses, retreaders can determine if steel cords are damaged or rusted, or if a tire has been run underinflated to the point it shouldn’t be retreaded. “Mold cure” and “precure” are the two systems used to apply the new treads. Both systems have advantages and can produce quality finished products. Similar to the process used in new tire construction, a combination of time, heat and pressure is required by both systems to vulcanize the new rubber to the tire. In the precure system, the buffed tire has a thin layer of cushion gum wrapped around the tread area and the precured tread rubber with its new tread design is then applied. The tire is then placed in a curing chamber and the tread is adhered to the tire through the vulcanizing process. In the mold cure system, unvulcanized tread rubber is applied to the buffed tire. The tire is then placed into a mold that includes the new tread design. The mold is heated and the rubber in the tread area vulcanizes and adheres to the tire with its new tread design. Bead-to-bead retreads all use the mold cure system and the vast majority of passenger car retreads are mold cured. The U.S. Department of Transportation has established standards for passenger tire retreading requiring that a plant DOT code and “R” symbol (along with the additional identifying information) be stamped or branded on the sidewall of all passenger retreads manufactured or sold in the U.S. Most truck tire retread plants in North America are affiliated with major brands that establish stan-
>TAKEAWAYS • TRUCK TIRE RETREADING THE LARGEST SEGMENT • LOW-COST RADIALS, SIZE PROLIFERATION HURT • LIMITED CONSUMER RETREADING TODAY
dards and provide technical assistance. When proper manufacturing and quality control procedures are followed, retreaded tires can be as safe as new tires and have similar adjustment percentages. Passenger tire retreaders, however, are generally not affiliated with a new tire producer.
’Green’ and Cost Advantages Retreading enjoys some significant environmental advantages. A new passenger tire typically contains seven or eight gallons of oil, but only two to three gallons are used in most retreads. A new truck tire requires well over 20 gallons of oil; retreading that same tire may take only seven. Also, since retreads are made up of as much as 85% recycled materials, retreading keeps millions of tires in use for thousands of additional miles – and out of landfills. Historically, the biggest advantage of retreads has been cost. Retreads typically cost around 40% less than new tires and save the commercial and military aircraft industries more than $100 million a year. Retreading truck tires saves the trucking industry over $3 billion each year. However, in the passenger car and light truck car market, the presence of inexpensive radials (primarily imported from low cost production countries) has reduced this cost advantage to around 10%. The result over the last three decades has been a continual downward trend in the use, both domestically and internationally, of passenger and light truck retread tires. The rising cost of new tires, along with the environmental advantages of retreads, has led to speculation over whether the passenger car and light truck retread market is on the verge of resurgence. To be sure, there are hurdles. According to Dave Stevens of TRIB, the first is the continuing presence of inexpensive new tires. Additionally, the proliferation of tire sizes forces retreaders into expensive investments in molds for the mold cure process used for almost all passenger tires. Also, the quality of repairs to passenger/light truck tire casings is more varied compared to truck tires, making it hard for retreaders to even find decent casings.
TIRE TECH
Rick Thomas, program manager of retreading for Goodyear Commercial Tire Systems, emphasizes the problem of adequate supplies of casings. One of the results of higher tire prices has been more activity by used tire resellers. Many sound used tires that might otherwise be candidates for retreading are bought up and resold on the used tire market, which has grown in recent years thanks to the poor economy. Since most passenger and light truck tires are not designed for retreading, there are just not enough retreadable casings available to support a large increase in the market. Thomas has seen some increase in retreading of commercial light truck tires for fleet use where the tires have been designed for retreading. Tires with higher rates of treadwear, such as winter and performance tires, often are the best candidates for retreading because the casings are usually newer. In Europe, for example, bead-to-bead retreaded winter tires are well accepted and are a substantial part of the winter tire market. The high cost of the capital equipment needed to manufacture mold cure passenger tire retreads is another limit on the potential expansion of the market. With today’s proliferation of sizes, it’s important for a retreader to do careful market research to identify those sizes with sufficient volume potential to make a reasonable profit – assuming reliable sources of casings can be identified. The most likely candidates for retreading today are the larger sizes commonly found on crossovers and SUVs. These tires are expensive enough that the lower price of a retread may be attractive to some vehicle owners. The most optimistic prediction may be that of Harvey Brodsky of the Retread Tire Association. While acknowledging that the market for passenger tire retreads is unlikely to ever approach the size it was in the 1950s, he thinks the market is beginning to show signs of rebirth. Brodsky expects that growth to continue as more consumers realize the financial and environmental benefits of retreads, but emphasizes that it will be in bead-to-bead retreads in selected sizes. ■
TireReview.com 61
TIRES
OTR
Year-End OTR Tire Strategies I
t is hard to believe that 2012 will soon be history and 2013 is within sight. This time of year is very important to your future success and growth for the New Year. While it’s a great time to spend with family and friends – and hopefully relax from the hectic year that is passing – now is the time when you need to work the hardest in order for your customers to be prepared for the New Year, as well. Taking the time to implement all the programs that you have been discussing with your accounts will definitely build a solid base for long-term growth. Winter is a good time to inspect the OTR tires on your customers’ equipment, plus what is in the scrap and spare tire pile. By doing a complete tire survey, you can then decide what needs to be pulled for retreading, repair and rotation, or for replacing or changing out the rim area compounds that have been damaged.
Set up an inspection and recommendation plan to start 2013 on the right path
ple, if they have a new project that requires the equipment to travel longer distances with good underfoot conditions, you may want to recommend a shallower tread (E/L3) vs. a more expensive, deeper tread
TIM GOOD Contributing Editor
and the information recorded is correct. Checking the tires and wheels should include, but not be limited to: • Tire size, new or retread, brand name, type, compound and serial
After a site visit and thorough tire/wheel inspection, you should have enough information to make some decisions and recommendations for your OTR customer.
Step 1: Meet With the Customer Many customers are looking to save money, especially since business generally has been slow and many tire budgets have been trimmed. They know good tires are critical for production and maximizing the life of their tires is a sure way to help them stay within their annual tire budgets. Before you start the survey, meet with the customer to find out what their business outlooks are for 2013. This will help you to understand the potential demand that will be put on the equipment and tires. For exam62 December 2012 | TireReview
(E/L4), especially if they are running articulated dumps. This will help to make their tire budget last longer.
Step 2: Tire & Wheel Inspection The next step is to complete a thorough tire and wheel inspection. Start your inspection in the same location (generally left front) for each truck/loader and inspect each wheel position in the same order for each truck. Always have a tire marker (yellow or white) to write your findings on the tire. This will help you to know that each tire was completed
number by wheel position • Record the tread depth for each tire • Check both inside and outside tread depth in three places around the tire • Current tire pressure and condition of the valve stem, including cap • Overall tire condition (cuts, tread wear, mismatched duals, etc.), along with pictures of your findings • Inspection of the wheels and hardware; make notes as to what needs to be replaced If you’re using a tire recordkeep-
■ TIRES: ing program, print off the survey forms in advance of your inspection for the equipment to be surveyed. This way, you will be able to doublecheck that the tires shown on the report match what is on the equipment, plus this allows you to easily update the information. If you have not yet started with a tire-tracking program, use a fleet inspection form to help keep your findings organized. The information gathered could then be entered in a tire program you have selected that can help better prepare your recommendations to the customer. There are many different tire-tracking programs in the market that are excellent and easy to work with. Check with your tire supplier(s) or talk with other OTR tire dealers to determine what might be the best program to fit your needs. Once you have a program set up, maintaining and updating the information will be much easier. The information available will provide your customer and you with a very clear picture of the tires in the fleet. The reports available can show what is working regarding the tires being purchased – whether they are new or retreads – the best rotation procedure and what your customer will need to spend on tires and tire service in order for their equipment to deliver maximum uptime. After all, the bottom line is not the upfront cost, but what the total cost is to the customer when the tire is finally removed from service.
Step 3: Analyze Information After completing the site inspection and inputting the findings, now comes the next important step – analyzing the data. With the inspection information gathered and knowing what the equipment will be doing in the future, you should be able to make some decisions and recom-
mendations. My suggestion is to take a couple of good options to your customer. After all, you do not want to give them “sticker shock” with just one option of what needs to be done. It always is best to outline what needs to be addressed now to mitigate higher costs later. Having an organized monthly step-by-step plan will ensure minimal downtime – and costs – for your customer. Pulling your thoughts together also should involve your tire and retread suppliers and anyone else directly involved in servicing that OTR fleet. • Work with your new tire supplier to put together the best tire for each piece of equipment. It is important not to oversell what is required, but offer what is needed to match up their actual requirements now. • Talk to your OTR retreader just like you would the new tire supplier to select the proper tread design. Get commitments on turn-around time in case a piece of equipment will need to be on blocks while the casings are being retreaded or tires repaired. If a casing cannot be retreaded, be sure there is another alternative (along with the cost), so you can include that in your proposal. • Put together a timeline – with pricing – to implement your recommendations. Organizing different options will allow your customers to choose which program would be best for them based on their situation and forecasted requirements. • Prepare your presentation in a professional format. This will take time, but it is time well spent. Use PowerPoint or a similar program to help you walk through your findings and suggested recommendations. • Start with an overview of what the customer would want to achieve based on the information gathered from the customer and the tire survey. Include actual pictures of issues
>TAKEAWAYS • REVIEW CUSTOMER’S BUSINESS PLAN, OUTLOOK • CREATE AND PERFORM A UNIFORM INSPECTION PROGRAM • USE RESULTS TO CREATE MULTIPLE OPTIONS
OTR
discovered with the tires. • Offer an action plan (along with costs) as to how you are going to address their tire requirements for the next year. • Outline training suggestions based on what you found or information that should be shared with the operators to help maximize tire performance. • With the final slide, ask for the order with a firm start and finish date.
Step 4: Present Findings & Recommendations Being prepared is important in making a solid OTR tire and service presentation. Do not over sell or focus on one issue for too long. Keep the presentation moving and to the point, knowing that you are trying to get approval to proceed with one of your recommendations. If required, ask for support from your new tire manufacturer and/or retreader; having another person with you can help to address specific questions that may be asked by the customer. We all like to be sold, and an OTR tire customer is no different. If the presentation clearly shows need and solid recommendations, it will be easier for the customer to choose the best program for their requirements. Remember – your customers are limited on time, so knowing what they require, giving them the facts and pricing, and a detailed process to complete the project will make their decision easier and faster. Good luck and good selling in the New Year. ■
• TAILOR PRESENTATION FOR EACH CUSTOMER TireReview.com 63
SOLUTIONS
SPOTLIGHT
Product Spotlight Shocks and Struts When it’s time to replace shocks and struts, some of the latest parts you’ll find offer superior comfort and the ability to adjust to the road without any disruptions in the ride or handling. Many brands cover an array of vehicle models and provide extensive warranties to get the most out of the product. Some current options are included on the following pages.
ARNOTT Arnott recently released the rebuilt OE front air shocks for 2007-12 Mercedes-Benz S-Class sedans. According to the company, the shock features a new rubber air spring bladder manufactured by Continental Contitech. New features include an improved upper seal design and O-ring sealing technology, rather than the original epoxy that cracked, causing leaks and other damage. Each shock is covered under a lifetime warranty, Arnott added. arnottindustries.com Rapid Response: www.TRRapidResponse.com/45150 Or call 800-928-1184 – Ext. 45150
BILSTEIN Bilstein Street Rod shocks are designed to provide the ultimate ride with superior comfort and performance. Each shock is 100% hand-assembled in the U.S. and is independently valved, front and rear, for the specific application, according to Bilstein. Coil-over or smooth-body aluminum and steel body models are available for stock to fully-custom applications, in both coil-over and non coil-over options. bilstein.com Rapid Response: www.TRRapidResponse.com/45151 Or call 800-928-1184 – Ext. 45151
FEDERAL MOGUL Federal Mogul said its Moog steering and suspension brand offers complete strut assemblies to help tire dealers save time while performing comprehensive, high-quality repairs. Moog complete strut assemblies are fully pre-assembled for fast, easy, bolt-on installation and feature a premium nitrogen gas-charged strut engineered specifically for the corresponding application, according to Federal Mogul. To help shops avoid leakage concerns associated with many lesser quality struts, Moog engineers developed a unique triple piston rod seal design that helps lock out contaminants and prevent fluid loss. Each strut also features a highly polished, hard-chrome finish piston rod for superior strength and sealing performance, and a sophisticated valving technology that provides OE-style ride quality and control, the company added. federalmogul.com Rapid Response: www.TRRapidResponse.com/45152 Or call 800-928-1184 – Ext. 45152
64 December 2012 | TireReview
■ SOLUTIONS:
SPOTLIGHT
KYB According to KYB, its Gas-A-Just shocks use higher gas pressure to keep tires glued to the road. The Gas-AJust shocks’ velocity-sensitive valving system adjusts quickly to changing road conditions for maximum comfort in any situation, the company said. Additionally, their monotube configuration eliminates aeration and foaming; their micro-smooth, hard-chromed pistons extend life; and their seamless cylinders and eyerings completely eliminate seam failures. kyb.com Rapid Response: www.TRRapidResponse.com/45154 Or call 800-928-1184 – Ext. 45154
MONROE Fully guaranteed Monroe Quick-Strut replacement strut assemblies are available with an exclusive damping technology that enables tire dealers to meet the unique demands of today’s domestic and foreign nameplate vehicles, according to the manufacturer. Quick-Strut assemblies for foreign nameplate vehicles feature the Monroe brand’s revolutionary OESpectrum struts, which provide exceptional control without the unwanted noise, vibration and harshness commonly encountered in vehicles with lighter-weight suspensions and low-profile tires, the company added. monroe.com Rapid Response: www.TRRapidResponse.com/45155 Or call 800-928-1184 – Ext. 45155
GABRIEL Gabriel said its newly expanding ReadyMount line is one of the broadest lines available, growing by more than 50 SKUs to almost 200 SKUs. Forty of these premium pre-assembled struts are new/first-to-market applications that can’t be found anywhere else, according to the maker. All new Gabriel pre-assembled ReadyMount designs are precision engineered, component and unit tested, then fit and ride tested to ensure quality, durability and performance, the company added. gabriel.com Rapid Response: www.TRRapidResponse.com/45153 Or call 800-928-1184 – Ext. 45153
Rapid Response: 800-928-1184 ext. 45066 66 December 2012 | TireReview
CLASSIFIEDS Why switch to PDQ? PRICES. Low prices. High Quality. Always. 1st time buyer? Order from this ad and receive these special prices.
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Owner/Operator Southern California, San Diego County Mark License Opportunity available. Operate your own automotive tire and retail center business with the benefits of having a large supplier provide support, advertising, computer and accounting services, and buying power, etc. $100,000 buy in gets you location opportunity and equipment. You would need an additional $50,000 in operating capital. Some financing may be available subject to credit approval. Send inquiries to marklicenseopportunity@yahoo.com
YOUR AD HERE! TO ADVERTISE IN THE CLASSIFIEDS CALL Tom Staab 330-670-1234, ext 224 or email at tstaab@babcox.com TireReview.com 67
■ CLASSIFIEDS:
DECEMBER 2012
• Original Equipment Wheels In Stock • Limited Lifetime Guarantee • 1000s of Wheels In Stock • Affordable Prices
We ship from eight different locations: Dallas, Houston, San Antonio, Los Angeles, Philadelphia, San Francisco, Chicago, Miami
Alloy Wheel Remanufacturing Order your Wheels at:
www.newwheel.com or 800-486-0931
Used/New Automotive Equipment 1-800-223-2573 www.AllStates.com
Express Tire, a multi-location, Southern California Retail Tire & Automotive Service company is seeking experienced business manager candidates.
We Offer: •Competitive Wages •Excellent Incentive Plan •Health Insurance •Dental Insurance •Vision Insurance •Life Insurance •Aflac •401k •Paid Vacations •Great Work Environment •Tremendous Advancement Opportunities
Send resume to mfox@expresstire.com
Tire Bead Breaker Fast • Easy To Use • Saves Time
Loosen Tire Bead from Rim with Leverage 䊳 Constructed mainly for farm rear tractor tires. 䊳 Will handle 38” & 42” 14-ply farm tractor and backhoe tires with dropcenter rims to small ATV and lawn-mower tires. 䊳 Excellent for working on tires without removing the wheel from tractor. 䊳 Operates with 1/2” drive impact wrench or ratchet wrench. Weight 12 lbs. EASY TO HANDLE!
STBB, INC. 10015 FM 361 • Richmond, TX 77469
979-793-6105 www.stavinohatireshop.com
Need Reprints? Call Kelly McAleese at 330-670-1234, ext. 284 68 December 2012 | TireReview
■ CLASSIFIEDS:
DECEMBER 2012
TIRE EQUIPMENT Manufacturer/Importer
Model EZM-150 -It Tilts-
TIRE SERVICE/REPAIR STARTS HERE
MTP, Inc. Phone 1-800-645-1123 FAX (800)468-1775 www.movittire.com Email movittire@aol.com
TireReview.com 69
Sponsored by
TO GET CONNECTED: ■CALL toll-free 800-928-1184 and then enter the five digit Rapid Response Code that appears in the ad or product announcement or on the listing below. ■OR VISIT www.TRRapidResponse.com and click on the company you want info from. ■OR click on the Tire Review Rapid Response icon on our Web site at www.tirereview.com.
ADVERTISER
PAGE
TOLL FREE 800-928-1184 + RR CODE
WEBSITE
Advics
11
45011
www.TRRapidResponse.com/45011
Aeolus Tyre Co.
27
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Air Suspension Parts by Arnott
22-23
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Akebono Corp.
54
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Akebono Corp.
59
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Alloy Wheel Repair Specialists
66
45066
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American Car Care Centers
7
45007
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American Car Care Centers
47
45047
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American Tire Distributors
43
45043
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Bendpak
58
Bendpak
Insert
45058 45120-45123
www.TRRapidResponse.com/45058 www.TRRapidResponse.com/45120-45123
Continental Tire
25
45025
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Corghi USA
35
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Falken Tire
45
45045
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Falken Tire
Cover 3
45073
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Giti Tire USA
33
45033
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Kenda Rubber
5
45005
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Ken-Tool
34
45034
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Kumho Tire
9
45009
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Launch Tech USA
13
45013
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Maxxis Tire
55
45055
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NAPA
Cover 2 -1
45001
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Nissan Motor Corp. USA
51
45051
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Nitto Tire
3
45003
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Nitto Tire
Cover 4
45074
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O’Reilly Auto Parts
17
45017
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Parts Master
19
45019
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Performance Friction Corp.
15
45015
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Precision Instruments
50
45050
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Raybestos Brakes
56
45056
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Raybestos Brakes
57
45057
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Red Kap
49
45049
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Saf-Tee Siping/Grooving
70
45070
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Shandong Linglong Tire Co.
41
45041
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Toyota
28-29
45029
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VMAC
58
45076
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Rapid Response: 800-928-1184 ext. 45070 70 December 2012 | TireReview
■ COMMENTARY: Continued from page 72
Christmas tree beside Santa’s sleigh. But the Buick was not in the holiday spirit, and finally Beanie scampered off to find a tow truck. Tooner and Basil directed traffic while Quigley sat alone at the back of the float, flashing his tree lights on and off like a traffic flare. Finally, Dutchy pulled up in front of us with his deck truck, and as I reached in the driver’s window of the Buick to put the car in neutral, I noticed that the key had been left in the ‘On’ position. On a hunch, I tried the ignition, and to my surprise, the Buick fired up and ran like a dream. “Great,” I thought, “now we really look like fools.” Back at the shop, everybody calmed down over some of Basil’s special eggnog. I took Beanie’s mug and refilled it. “How about checking for codes and doing a little web surfing to see what you can find, Bean.” Half an hour later, he returned with a funny look on his face, and it wasn’t just the eggnog. “Turns out to be a
common problem,” he said glumly. “The car has a history trouble code of P1629, right? Well, that’s the anti-theft system. Somehow, we’d set it off.” Tooner scratched his itchy face. “Okay, so how come it runs now? We didn’t do anything.” “Oh, yes, we did,” replied The Bean. “I left the key on, remember? That’s how you relearn the alarm system; you leave the key turned on for 10 minutes, until the flashing light on the dash goes out.” Basil helped himself to more ‘nog. “I’d like to know what caused the problem in the first place.” There were a number of possibilities, including a loose battery connection, a dirty pellet in the ignition key (cleanable with a pencil eraser), or a break in the tiny wires inside the ignition switch. In our case, it was the tiny wires that had grounded Santa and his helpers on parade day. “That was a costly bit of community involvement,” I said later. “A free car repair – since it was donated – and
THE CAR SIDE
Dutchy’s fee for a service call.” “Good!” said Tooner in relief. “That means no more parades, right?” I cleared my throat. “Actually, we’re already booked for the Valentine’s Day parade. According to Mayor Dewgood, we’re a big crowd pleaser, so he wants us back.” I pulled out my clipboard. “Now, to keep the budget down, I’ve already pre-booked our costumes. Tooner, you get to be Cupid…” Tooner’s eyes bugged out. “But Cupid wears nothin’ but a piece of ribbon!” “Exactly,” I replied. “And that fits my budget perfectly.” ■ 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 71
COMMENTARY THE CAR SIDE
How the Buick Stole Christmas T
his is embarrassin’, muttered Tooner, flapping his arms to keep warm. “If anyone finds out it’s me under this fake beard, my reputation will be ruined.”
“Oh, quit scowling, Santa, you’ll scare the kids.” I glanced down the street where throngs of people stood waiting for the Christmas parade to begin. “Besides, a little community spirit is good for your image. It’ll smooth out some of your rough spots.” “Those ain’t rough spots,” he retorted. “They’re character traits, an’ I’ve earned ‘em fair and square.” Basil squirmed uncomfortably in his reindeer suit. “If you want to see rough, wait until this zipper bursts. I barely had room in here to leave my skivvies on!” Basil’s undersized costume had put a serious crimp on his usual donut intake. He was a little on the grumpy side without his daily sugar fix. “Yeah, well, that’s what happens when you call the costume rental store on the night before the parade – there ain’t much left to choose from.” I glared at Quigley, who was dressed like a Christmas tree as punishment for getting us into this predicament in the first place. “Sorry, boss.” Quigley brushed some tinsel out of his eyes. “But you put me in charge of advertising, and I figured the Kids Christmas Parade would be good for our corporate image.” Corporate image had very little appeal to me at that exact moment. You 72 December 2012 | TireReview
Anti-theft dilemma brings parade and corporate image campaign to a halt
could say I was downright cool to the idea as I stamped my feet in an effort to keep warm on a blustery Saturday morning. “Why can’t they have Christmas parades in August?” I complained to no one in particular. Right about then Beanie came running up to our float with some wel-
come news. “The parade marshal says we got two minutes ‘til show time. Shall I start ‘er up?” “Hey, nice elf costume,” said Tooner. “I ‘specially like the curly slippers.” Beanie mumbled a few choice elfish words and climbed into our tow vehicle. It was a 1996 Buick Skylark with a 3.1-liter V6, borrowed from one of our customers at the last minute, mainly because it had a trailer hitch and taillight wiring that actually worked. Once we got started, it became clear
RICK COGBILL aka Slim Shambles Contributing Writer
that Tooner’s reputation as a grouch was perfectly safe; nobody paid the slightest attention to him. Instead, my costume had become the crowd favorite, and I beamed as I tossed bagfuls of candy to my adoring fans. “They love me, guys! They’re calling my name!” Basil snickered. “I don’t believe the phrase ‘Slim’s a Grinch, Slim’s a Grinch’ would classify as a term of endearment.” Before I could think of a comeback, everything ground to a halt. The high school band was doing an encore of “The Twelve Days of Christmas,” and they weren’t leaving a single day out. “Hey, Twinkle Toes,” I hollered down from the sleigh. “Turn off the engine, will ya? We’re dying from the fumes back here.” Beanie did as he was told, but once things got moving again, the car wouldn’t budge. It would start, run for two seconds, and then quit. “Get it movin’, Beanie,” growled Santa, as boos and catcalls started coming from the crowd. “The natives are getting restless.” “Get moving yourself!” our pointyeared apprentice hollered back in desperation. “I need some help down here!” Looking back, it must have been quite a scene to see Santa and Rudolph working frantically over a hot engine while the Grinch berated a cowering Continued on page 71
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