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JUNE 2013
CONTENTS Volume 113 | No. 06
58
30
50
Columns & Departments ■ FIRST LOOK: TireReview.com
Online Reviews + Your Customers + Forestry Tires| 4
■ COMMENTARY: First Off - Rising to the Same Level? The Car Side - 2013: A Spaced-Out Odyssey
42
■ NEWSMAKERS: Goodyear’s New Headquarters Virginia Tire Gets a Makeover General Altimax RT43 Launch
■ BUSINESS: Market Intel - Tire & Service Pricing Human Resources - Affordable Care Act Social Media - Mobile Device Security
FEATURES
30 Cover: Attack a Competitor’s Strengths 42 Tires: Winter Tire Market Update 50 Service: Common Diagnostic Mistakes
■ TIRES: Ag Tires - ‘True North’ Principles Performance - Extra Load Performance Tires
■ SOLUTIONS: Spotlights - Tire Balancing Compounds Products
|6 | 80
|8 | 12 | 14
| 18 | 20 | 26
| 58 | 62
| 66 | 72
36 Top Shop: Giddens Tire Pros BPA
INTERNATIONAL
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TIRE REVIEW (ISSN 0040-8085) (JUNE 2013, Volume 113, Number 06. Published monthly by Babcox Media Inc., 3550 Embassy Parkway, Akron, OH 44333 U.S.A. Phone (330) 670-1234, FAX (330) 670-0874. Periodical postage paid at Akron, OH 44333 and additional mailing offices. POSTMASTER: Send address changes to Tire Review, 3550 Embassy Parkway, Akron, OH 44333. A limited number of complimentary subscriptions are available to individuals who meet the qualification requirements. Call (330) 670-1234, ext. 242, to speak to a subscription services representative or FAX us at (330) 670-5335. Paid subscriptions are available for non-qualified subscribers at the following rates: U.S.: $69 for one year. Canada: $89 for one year. Canadian rates include GST. Ohio residents add current county sales tax. Other foreign rates/via airmail: $129 for one year. Payable in advance in U.S. funds. Mail payment to Tire Review, P.O. Box 75692, Cleveland, OH 44101-4755. Visa, MasterCard or American Express accepted. Founded in 1901. © 2013 by Babcox Media Inc. “Tire Review” is a trademark of Babcox Media Inc., registered with the U.S. Patent and Trademark office. All rights reserved. Publisher reserves the right to reject any subscription that does not conform to his standards or buying power coverage. Advertising which is below standard is refused. Opinions in signed articles and advertisements are not necessarily those of this magazine or its publisher. Diligent effort is made to ensure the integrity of every statement. Unsolicited manuscripts must be accompanied by return postage.
2 June 2013 | TireReview
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FIRST LOOK
ONLINE @TIREREVIEW.COM BLOGS
Dealing With Bad Reviews In our well-connected era, businesses need to understand that social media websites are the new word of mouth – and they are becoming more important every day. Twitter, Yelp, TripAdvisor, Google+ Local and Facebook – even your own website – offer prospective customers vast information on past customer perceptions and experiences. This is not a new trend, but many dealers aren’t convinced they should take the time to worry about these reviews. That can be a fatal move. tirereview.com/Blogs
inTIRES
inBUSINESS
Forestry Market
What Are You Working On? One of the most important jobs you have is to make sure your customer is satisfied and that they return to your shop in the future for tires, repairs or preventive maintenance. Do you really know what your customers think of their experience with your store? tirereview.com/inBusiness
Looking forward, the forestry market likely is going to get better. But tiremakers say that not all of the growth opportunities are on this continent. China, for instance, buys more wood product from South America than North, and the domestic housing market is still crawling out of the recession. tirereview.com/inTires
TireReview.com Visitor Comments Why Phone Skills Training is Most Important in Sales
Bridgestone Wins Patent Rights Lawsuit in China
“Agreed. Think of all the marketing/advertising dollars spent to get people to call. If prospective customers have a negative call experience, those are dollars wasted.” – Anonymized
“I’ve seen Bridgestone clones on the street for years.” – Cessna386
products. The stem didn’t fall out, but the valve core could not be removed. Will these sensors attach to the TPMS rubber stems? – John
Detroit Tire Shop Allegedly Paid Workers With Crack
Michelin Plans New Labor Moves in France
“So I am guessing no pre-employment drug testing. Or perhaps there was. What is a drug? 1. Crack 2. Heroin 3. PCP 4. None of the above.” – Manager
“Does anyone else hear Morry Taylor laughing?” – Paul Vanderburg
Goodyear: No Viable Offers for Amiens Tire Plant “Looks like a smart M. Taylor to me. Would you buy it?” – TireGuy
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More Field Reports on Corroded TPMS Sensors “I’ve had this problem with Chrysler
Group Publisher Jeff Stankard, ext. 282 jstankard@babcox.com
tirereview.com 3550 Embassy Parkway Akron, OH 44333-8318 FAX 330-670-0874
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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 Mac Demere, Tim Good, Joanne Draus Klein, Al Cohn, Shana O’Malley, Jody DeVere, Rick Barnhart, Steve Ferrante, Rich Ashley, Jeff Wallick, Heather Blessington, Brian Sacks Advertising Services Kelly McAleese, ext. 284 kmcaleese@babcox.com Circulation Manager Pat Robinson, ext. 276 probinson@babcox.com
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Bobbie Adams, ext. 238 badams@babcox.com David Benson, ext. 210 dbenson@babcox.com Sales/List Rental Don Hemming, ext. 286 dhemming@babcox.com Classified Sales Manager Tom Staab, ext. 224 tstaab@babcox.com
Babcox Media Inc. Bill Babcox, President Greg Cira, Vice President, CFO Jeff Stankard, Vice President Beth Scheetz, Controller In Memorium: Edward S. Babcox (1885-1970) Founder Tom B. Babcox (1919-1995) Chairman
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COMMENTARY FIRST OFF
Rising to The Same Level? I
n recent months, online mechanic CarMD noted that the cost to repair one’s personal vehicle was going up. For the first time in six years. Up by 10%, in fact, to an average of $367.84 per job. Forced upon by an economy in illrepair, the auto repair biz had to rein things in, leading to a long period of “relatively stable prices, or even disinflation,” according to a USA TODAY story on the CarMD story. Makes sense as the post-2007 crapfest credit market forced people away from new and well into a longer relationship with their (t)rusty four-wheeled steed. But CarMD CEO Leon Chen says they are “seeing an increase in car repair costs that can be attributed to factors such as a market correction and a higher percentage of more expensive repairs related to the aging vehicle population.” If the cost to fix a car is going up, does that mean that service tech pay also is heading up? Are tire dealers and other repair shops increasing their labor rates – and passing some of the gain to their skilled staff? The Automotive Repair Professionals group on LinkedIn wanted to know, and posited that question to its members. “Recently our shop corrected the labor rate up to keep on par with the market we are in. Being surrounded by dealerships and relatively secluded from direct independent competition, we are a little higher than the next closest indie shop…Our techs are paid on the higher end of the scale, but many were seduced from local dealers for their specific skill sets,” offered one shop owner. 6 June 2013 | TireReview
If consumers are paying more for tires and service, are your techs seeing any of the gravy?
But another service tech countered, “I don’t see pay increasing at all in my area. I think it needs to go up; the cost associated with being a technician in today’s world is going through the roof.” A manager for a repair business says there is more than just tech pay to consider, such as “the taxes that everyone thinks businesses can just pay magically without raising prices,” as well as increased costs of supplies, delivery, fuel and, of course, wages. It is a matter of respect to one service tech who isn’t seeing more fruit for his labors. “I think repair prices need to increase across the board so that we technicians that go to training and carry $300 to $400 in monthly tool bills can finally be paid properly…I am tired of being a skilled professional and being at the bottom of the pay scale for skilled workers. I am at the top in my area, yet my friend the electrician makes more than $10 more (an hour) than I do. Another buddy is a plumber and makes nearly double per hour. They both work in professions that are proud of what they do and charge properly. “The majority of our industry seems to be embarrassed about what they do and how to charge for it. Too many owners want to be the customer’s buddy and not a businessman. It also is reflected in how we act toward one another as shops. I know of no other industry that badmouths others instead of working as a whole to improve things. We could all make more if we worked together instead of playing cut-throat with the guy down the road,” he finished.
JIM SMITH Editor jsmith@babcox.com
Another tech sees his situation tied directly to discounting. “I know for a fact that the technician pay has actually gone down in most of the shops that I have been affiliated with. With the structure of the pay scales that the shops use, whether it is flatrate or hourly with bonus, or even percentage of the ticket, the techs and mechanics, on average, are making less now than they were 10 years ago. It all brings us back to the marketing of the auto repair industry. When shops offer discounts and loss-leaders to get customers in the door, even as the cost of doing business steadily goes up, it is easier to cut payroll than trim down other expenses.” “One common excuse for business owners and managers is that ‘the cost of doing business has gone up so I can’t afford to increase my techs’ pay.’ That is total B.S.,” says one business owner. “I would challenge any dealer principal who uses this excuse to show that their personal wealth has not increased in these ‘tough times’ at a much higher percentage than their technicians’…When you increase your labor rate, you (should not) consistently neglect your own employees, whose cost of living has increased as well, by not increasing their pay rates.” So, TIRE REVIEW readers, what’s your take? Owners/managers: What have you done with tech wages? Have wages changed as your labor rates increase – if they have at all? And techs: What have you experienced? If the bays are full, has your paycheck also grown? Share your thoughts and concerns by e-mailing jsmith@babcox.com. ■
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NEWSMAKERS
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INDUSTRY NEWS & EVENTS
Goodyear Cuts Ribbon on New Akron HQ With its iconic blimp floating overhead, Goodyear Tire & Rubber Co. officially took the wraps off of its new global headquarters in Akron on May 9. Employees and operations had well moved into the sevenstory, 639,000-square-foot facility, built adjacent to the tiremaker’s technical center. The entire 216.25-acre “campus” covers 1.5 million square feet under roof, including the technical center and a five-floor parking deck that accommodates nearly 3,000 vehicles. By comparison, the century-old former headquarters building held 5.15 million square feet under roof, sitting on 480 acres. Rich Kramer, chairman and CEO, opened the ribbon-cutting ceremony by welcoming and thanking the wide array of state and local officials involved in making the project a reality. In particular, Kramer praised Laura Thompson, vice president of finance, who was Goodyear’s point person in virtually every aspect of the project from start to finish. Also on the stage as a representative for all Goodyear employees was Paul Sandstrom, a 46-year Goodyear veteran who has collected some 1,400 patents while working as a polymer chemist for the company. Kramer said he represents “the innovative spirit that drives this company.” The new headquarters, Kramer said, “represents our commitment to Akron and northeast Ohio,” and was a “true collaborative effort” between private enterprise and local government. Akron Mayor Don Plusquellic noted that, “Today is clearly a great day for Goodyear, for Ohio, for Summit County and for Akron. It was important for us to keep this symbol of corporate Akron in Akron.” Ohio Lieutenant Governor Mary Taylor, whose grandparents were Goodyear retirees, reflected that, “I cannot imagine
Florida Used Tire Bill Stalled as Session Ends Inaction by the Florida Legislature stalled consideration of an unsafe used tire ban bill until at least next year. According to RMA senior vice president of public affairs Dan 8 June 2013 | TireReview
what an Akron without Goodyear would look like. While it’s great to bring new business to the state, it is even better when you can say that a company like Goodyear decided to stay in Ohio and here in Akron.” Also on the dais were Stu Lichter of Industrial Reality Group, who imagined and brokered the project; Russ Pry, Summit County executive; and Chris Burnham, president of the Development Finance Authority. The audience included members of the Summit County council, and staff members from the various government groups engaged in the project. Ground was officially broken for the new headquarters on April 18, 2011. Goodyear said the design theme was centered on the idea that “this is the home to a team of associates building upon and extending a tradition of innovation, and supporting global brands that are trusted around the world.” The physical design was based on five things: • Team – One campus optimized for collaboration • Innovation – Market and technology are unified with the tools to innovate • Learning – Pervasive support for formal and informal learning • Openness – Transparency, light and views to each other and the world • Environment – Smart solutions – active and passive – for sustainability
Zielinski, the 2013 session of the Florida Legislature ended on May 3 without passage of RMA-supported unsafe used tire legislation. The Florida Legislature meets for a 60-day session annually. The next session will convene in March 2014. Originally introduced as SB 1588 in the Florida Senate, the unsafe used tire bill passed two committees
unanimously and then was amended to SB 1132, a state transportation measure. Considered a sure bet for passage, SB 1132 did get a positive vote out of the Senate while the Florida House passed its own transportation bill, forcing a conference committee negotiation to resolve the two bills. Continued on Page 10
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ARE YOU NORTH AMERICA’S TOP T IRE DEALER? We’re Looking for the BEST OF THE BEST – North America’s Top Independent Tire Shop Tire Review’s Top Shop Grand Prize Winner receives: • • • • • •
Coats APX90 tire changer $1,500 cash prize Airfare/Hotel for two to the 2013 SEMA Show Top Shop 2013 trophy Feature story in our October issue Bonus copies of our October issue
Three Top Shop Finalists each win: • • • •
Coats 1250-3DV balancer $500 cash prize Feature story in our October issue Top Shop Finalist trophy
2012 Top Shop Award Winner Chapel Hill Tire & Car Care Center Rapid Response: 800-928-1184 ext. 51121
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However, negotiations between the two chambers broke down and no agreement was reached on a final bill before the Legislature adjourned for the year.
N.A. Ag, OTR Tire Market Sees Personnel Shifts The North American ag and OTR tire market saw a changing of the guard at some mid-level players last month. Long-time tire sales executive Carl Casalbore was tapped to be the new president of BKT Tires USA Inc., replacing Rami Bitran, who left the company. Casalbore, who will be based at BKT Tires USA’s headquarters in Akron, comes to the position from Zafco/ZTI Tires Inc. in Doral, Fla., where he was vice president of sales for the importer. Casalbore also has held sales executive posts with Armstrong Tire Co., Pirelli Tire North America, Cooper Tire & Rubber Co. and Continental Tire the Americas. Bitran later joined Petlas Tire Corp. as manager of its North and South America efforts. Based in Akron, Petlas Tire Corp. is a subsidiary of Turkish tiremaker Petlas Tire Industry. In this new role, Bitran is charged with developing Petlas’ business in the Americas, including passenger, medium truck, ag and OTR segments. Over his 20-year tire industry career, Bitran also has worked for Alliance Tire and Trelleborg Wheel Systems.
Bridgestone Breaks Ground on Biorubber Center Bridgestone Americas broke ground on May 16 for the construction of its Biorubber Process Research Center, a research and development project in Mesa, Ariz., to investigate the use of the guayule plant as an alternative natural rubber source. Natural rubber from guayule has 10 June 2013 | TireReview
almost identical qualities to that harvested from the hevea tree, which currently is the primary source for the natural rubber used in tire production. The center will be home to 40 researchers and technicians. The 10-acre site will include an 8,400-square-foot office/lab building, a four-platform, 3,500-square-foot shrub prep building and a 3,100-square-foot mechanical and electrical building. The first rubber samples for tire evaluations are expected in mid-2015. “We’re thrilled to see our months of planning and hard work come to fruition with this groundbreaking,” said Bill Niaura, Bridgestone’s director of new business development. “This significant research investment in the Biorubber Process Research Center marries Bridgestone’s commitment to innovation and its environmental stewardship. Our new, remarkable facility will enable us to work to develop an additional domestic and sustainable source of rubber for our products.”
South Carolina Tire Manufacturers’ Council Formed After taking the crown as the Rubber Capital of the World, South Carolina wants to do all it can to keep its tire industry vibrant and growing. To that end, the South Carolina Chamber of Commerce established the Tire Manufacturers’ Council, with a mission to “evaluate and propose policies relating to the manufacture of tires in South Carolina.” Council members include Michelin North America, Bridgestone Americas and Continental Tire the Americas. Steve Evered, vice president of government affairs for Michelin, serves as chairman of the Tire Manufacturers’ Council. The chair will rotate among member companies annually. “South Carolina will soon become the largest tire manufacturing state in the country and currently ranks first among states in tire exports. The establishment of the Tire Manufacturers’ Council is an acknowledgement of the significant impact of the industry on the state’s economy,” Evered said. Over the last 22 months, Michelin
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has committed to invest more than $1.15 billion in South Carolina expansions, Bridgestone has committed to invest $1.2 billion to expand its South Carolina capacity, and Continental’s investment totals in the state were more than $500 million. All of this is on top of existing Michelin and Bridgestone facilities – including MNA’s headquarters – in the Palmetto State. Once all of the new plants and planned expansions are in place, the three tire manufacturers will employ more than 12,000 people in the state, making tire manufacturing one of the largest industrial sector employers in South Carolina, according to the chamber of commerce.
PTNA’s Gravalos to Head Mexico Operations In early May, Pirelli Tire North America executive Tom Gravalos was named CEO of Pirelli Neumaticos S.A. de C.V. in Mexico (Pirelli Mexico). Gravalos had been vice president of marketing and OE for PTNA. In his new role, Gravalos is now responsible for the operations of Pirelli’s new plant in Silao, Mexico, as well as sales, marketing and distribution activities in the country. He will continue to report to PTNA chairman and CEO Paolo Ferrari. Gravalos was born in Guadalajara, Mexico, and grew up in the U.S. He received his MBA from Bowling Green State University, and started in the tire industry in 1975 with Goodyear. Gravalos joined PTNA in 2007.
TIA Releases Spanish ETS Program The Tire Industry Association has released a Spanish version of its Basic Earthmover Tire Service (ETS) Training Program, designed for OTR tire technicians. The program – which outlines the minimum skills and safety guideContinued on Page 12
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NEWS & EVENTS
Virginia Tire & Auto Launches Complete Rebranding Effort Fairfax, Va.-based Virginia Tire & Auto has launched a new look, a new website and an enhanced customer experience for its nine locations. “This rebranding initiative, featuring a new logo, tagline, website, color palette, messaging and new uniforms, is an opportunity for us to better communicate all the remarkable facets of our organization to first-time customers and loyal customers,” said Julie Holmes, vice president of 2011 TIRE REVIEW Top Shop Award Winner Virginia Tire. “These elements will be communicated through our skilled and helpful associates, our thorough and reliable services, our convenient locations and our ethical and respectful culture.” She added the rebranding effort serves to unify all the locations under a singular brand and make it easier to convey what the company stands for: professional, genuine, attentive and forward thinking. Before, the locations were dominated by manufacturer branding, she said, adding, “We weren’t sending a clear message to our customers about who Virginia Tire & Auto is.” The dealership’s new logo features a handshake and the tagline, “All Your Car Needs.” The tagline was developed as a reminder to customers that Virginia Tire & Auto is a full-service automotive maintenance provider. The Centreville, Va., location was the first to feature the new look; the other eight Virginia Tire & Auto locaContinued from Page 10
lines for servicing one-piece, threepiece, five-piece and double-gutter OTR assemblies – consists of a threehour DVD and 15-module workbook. Those who complete the course and pass the 100-question final exam receive a TIA Certificate of Completion. Michelin North America approached TIA about a Spanish translation for Basic ETS and after being informed that it was not slated for production for at least a few years, offered to translate, re-edit and reproduce the program at no expense to TIA, the association said. “This is yet another example of TIA working together with Michelin to add another level of training and education for tire service technicians,”
tions will follow suit in the next five to six months. The new website features a live chat service with a Virginia Tire & Auto certified tire expert, as well as an enhanced tire search. “Our rebranding allows our nine locations to more effectively illustrate how we differentiate ourselves from the competitors,” said Mike Holmes, vice president. “We want our customers to know that when their car needs automotive maintenance, bring it to any one of our Northern Virginia locations. We strive to provide exceptional customer service at all our locations and as a result, we have many customers who have relied on our technicians’ commitment to car care service for many years.”
said Randy Groh, TIA president. “We are grateful for their support and look forward to future projects that raise awareness for tire safety.” To order the Spanish Basic ETS program, visit tireindustry.org or contact Christine Marnett at cmarnett@tireindustry.org or 800-8768372, ext. 106.
Bernard Claims Canada’s Largest Retread Plant In mid-May, Saint-Paul d'Abbotsford-based Groupe Robert Bernard opened what it says is the largest retreading plant in Canada – a 70,000square-foot facility in Granby, Que.
SCAN FOR INFO To view additional news stories, go to tirereview.com/news or scan this bar code with your smartphone or tablet. 12 June 2013 | TireReview
Part of Virginia Tire & Auto’s total rebranding effort was a new logo and tagline. Pictured above is the tire dealership’s former logo (top), followed by the new logo.
The $3 million facility will use Michelin Retread Technologies equipment, processes and tread stock. “We have full faith in the technology offered by MRT and we have a strong relationship with the Michelin family going back 45 years,” said Jocelyn Bernard, vice president. “Our new, larger plant provides us with a larger shop floor. This will facilitate better production and storage. This will also help us reduce wait times for delivery.” “Although MRT Canada now has eight plants across the country, Robert Bernard MRT is the only hybrid facility, which means it can manufacture retread tires using Michelin Pre-Mold and CustomMold processes,” said Harold Phillips, CEO of Michelin Canada. “With this expansion, Robert Bernard MRT is the largest retread plant in Canada. This will help the company meet the increasing demand for the highest quality MRT retread tires in Quebec.” ■
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> Continental Tire the Americas
Technologies Married in Latest General Altimax
W
ith 5,000 total acres, including a 15-acre wet pad and an 8.5-mile high-speed oval, Continental Tire the Americas’ proving grounds in Uvalde, Texas, is the perfect locale to roll out a new tire – as well as put a recent release to the test. The tiremaker did just that at the end of April, when it invited key dealers and tire trade media to the General Altimax RT43 launch event. In addition to several track exercises that pitted the new tire against the competition, Continental also offered plenty of seat time on the ContiPureContact, which the tiremaker introduced a year ago. According to Joe Maher, passenger product manager, the General Altimax RT43 – which replaces the Altimax RT – features two new technologies designed to help provide the consumer with impressive value. “The goal was to improve the tread life of the original while offering allseason traction and a smooth, comfortable ride,” he said. “Our tire engineers have combined several technologies to give the consumer an all-season touring tire that is a notable value,” said Travis Roffler, director of marketing. “We have married together two new technologies with our existing Replacement Tire Monitor and Visual Alignment Indicator technologies for one fantastic tire. “Our team has constructed a tire that is stylish and gives the consumer a solid value while providing the performance they demand,” Roffler added. “This is important to our customers, who are looking to stretch a dollar in today’s economy.”
The Altimax RT43’s new technologies include Peak Anti-Slip Sipe Design Technology, which increases the number of biting edges for traction on slippery roads, and Low Surface Abrasion Technology, which provides construction elements that reduce tread distortion as the tire rolls – resulting in less surface abrasion,
Performance on the Track At the launch event, the Altimax RT43 was compared to several competing products in a variety of track exercises, fitted to Chevrolet Cruzes
The new General Altimax RT43 was pitted against the Kumho Solus KR21, each fitted to Chevrolet Cruzes, in a wet autocross course.
promoting even treadwear and extended treadlife, Maher said. The new tire will be available to consumers Aug. 1; CTA began taking dealer orders May 1. While the Altimax RT43 is designed and distributed for the U.S. market, it is manufactured in the U.S., Europe and South America, Maher explained. “We are preparing for the launch with a very attainable plan to reach full launch volumes,” he said. “Be-
‘THE ORIGINAL RT TENDED TO WEAR ON THE INSIDE AND OUTSIDE SHOULDERS; THE RT43 SHOWS EVEN WEAR BECAUSE OF LOW SURFACE ABRASION TECHNOLOGY, EVEN THOUGH SIPING IS INCREASED.’ 14 June 2013 | TireReview
cause manufacturing is split among several plants, we will have the ability to respond to market demand.”
in each case: against the BFGoodrich Advantage T/A in wet braking; versus the Kumho Solus KR21 in wet autocross; and against the Cooper CS4 and Hankook Optimo H727 in wet handling. Conti also offered educational sessions at the event, using General Altimax RTs shaved at 4/32nds and 2/32nds in a wet braking demonstration. Fitted to V6 Ford Mustangs, attendees were able to experience firsthand the difference in stopping distance that an additional 2/32nds of rubber provides. The Altimax RT43, available in 44 T and H speed-rated sizes ranging from 13- to 18-inch wheel diameters, is backed by a 45-day customer satContinued on Page 16
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Continued from Page 14
isfaction trial and a 75,000-mile limited treadlife warranty. The tire’s UTQG rating is 600 for 13- through 15-inch sizes and 700 for 16through 18-inch sizes. “It’s tough to find a tire that competes in all three categories and fits such a broad range of vehicles,” Maher said. “Dealer feedback so far is that the RT43 offers very good performance against the competition and they really like the pattern, which offers lots of biting edges. “The target consumer for the Altimax RT43 is primarily interested in a good balance of performance – wet, dry and Joe Maher, passenger product manager, said that because manufacturing for the General Altimax snow – but is also lookRT43 is split among several plants, CTA will have the ability to quickly respond to market demand. ing for a good value The tire’s tread pattern (right), features Peak Anti-Slip Sipe Design Technology, which increases the and a smooth, comfortnumber of biting edges for traction on slippery roads, and Low Surface Abrasion Technology, which able ride,” he added. provides construction elements that reduce tread distortion as the tire rolls to promote even treadTire Rack’s Brian wear and extended treadlife. Joines, who attended the Uvalde launch event, said, “This fills the standard reduced wear is the paradigm shift.” pitted against the Michelin Primacy touring category, which is what you MXM4, fitted to BMW 335 sedans in PureContact Recap see on all kinds of vehicles from a wet braking exercise, as well as “We also wanted to use this event commuter cars to minivans. These against the Michelin Primacy MXV4, to reiterate the features and benefits customers are typically looking for a fitted to Cadillac CTS sedans in a wet of the ContiPureContact, in addition tire with good mileage, a quiet ride autocross. to showing the Altimax RT43 within and good all-season handling. The PureContact also was feaits position as a tier two tire against “Continental and the General tured in an educational wet handling Cooper, Hankook and Kumho,” Rofbrand have really made a name for exercise to demonstrate the imporfler said. themselves with wet traction,” he tance of installing two new tires on Part of the reasoning behind the added. “They have a lot of good-perthe rear axle of a vehicle. Participants forming tires in many of the top cate- dual event was that Continental staff compared the control and handling had started hearing that dealers gories.” of Volkswagen Jettas two ways: one thought the PureContact – which the Roffler added the competitivelywith new tires on the rear axle and tiremaker dubbed as a “luxury perpriced RT43 corrects the shortcomPureContacts shaved to 4/32nds on formance all-season replacement ings of the Altimax RT, which were the front; and vice versa. tire” – was replacing the Extrememileage and snow performance. “It’s a clear difference in handling Contact DWS. “The new tire’s technology change and the ability to maintain control,” “The Pure has DWS technology has led to a paradigm shift in Maher said. “We thought this was a (dry, wet and snow), but it is not remileage – the RT43 will see a dragreat way for dealers to experience placing the ExtremeContact DWS,” matic increase in wear. this first-hand to help educate their Roffler said. “It was launched in con- customers.” ■ “Low Surface Abrasion technoljunction with the Extreme, not in ogy is an actual construction change that shows a substantial double-digit place of it.” The Uvalde event offered track gain in wear,” he said. “The original time on the PureContact, since at its RT tended to wear on the inside and launch last year event attendees exoutside shoulders; the RT43 shows Denise Koeth perienced the tire mainly on the even wear because of LSA technolManaging Editor ogy, even though siping is increased. streets of Indianapolis. This time dkoeth@babcox.com around, the ContiPureContact was The increase in siping while offering 16 June 2013 | TireReview
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BUSINESS
MARKET INTEL
TIRE REVIEW and InteliChek present up-to-date tire and service price information from major U.S. metropolitan areas. For this monthly feature, InteliChek directly contacts a selection of independent tire dealers, mass merchants/chain stores and car dealers to obtain current pricing on replacement tires and vehicle services. InteliChek requests and verifies
Duluth, MN Market Period 5/6-12 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. ■
Eugene, OR Market Period 5/6-12 Mass Merch. A
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
Avg. All
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$31.99 $26.50 $29.95 $32.00 $28.95 $455.96** $527.96* $419.96* $424.00** $576.00*
$29.88 $480.78
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$32.00 $25.00 $31.99 $28.95 $37.00 $550.00** $497.64* $579.80* $386.44** $574.82*
$30.99 $517.74
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$79.99 $471.96**
$84.99 $59.00 $47.00 $109.95 $503.96* $443.96** $424.00** $463.28**
$76.19 $461.43
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$69.99 $85.00 $70.00 $74.95 $79.99 $570.00** $460.00* $599.80* $380.64** $580.00*
$75.99 $518.09
Vehicle 3 Front Brakes, Turn Rotors $170.00 $200.00 $275.00 $130.00 $235.00 Replace All: 265/70R17 $456.00*** $664.00** $772.22** $676.00** $592.00*
$202.00 $632.04
Vehicle 3 Front Brakes, Turn Rotors $209.00 $160.00 $169.95 $129.95 $264.10 $186.60 Replace All: 265/70R17 $752.00** $627.92** $599.80** $754.32** $729.48** $692.70
Hartford, CT Market Period 5/6-12 Mass Merch. A
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
New Orleans, LA Market Period 5/6-12 Mass Mass Merch. Merch. A B
Avg. All
Tire Dealer A
Tire Dealer B
Car Dealer
Avg. All
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$30.00 $24.99 $39.00 $29.95 $29.95 $507.96** $350.28** $485.00** $464.00** $528.00*
$30.78 $467.05
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$49.99 $29.99 $36.95 $611.96** $515.96** $448.00*
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$79.99 $69.99 $69.99 $80.00 $129.95 $85.98 $379.60** $345.04** $475.00** $540.00* $404.96** $428.92
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$99.99 $79.99 $79.95 $99.00 $119.95 $95.78 $584.00** $359.96** $479.60** $536.00* $390.96** $470.10
$34.99 $34.99 $536.00* $576.00*
$37.38 $537.58
Vehicle 3 Front Brakes, Turn Rotors $239.99 $129.99 $225.00 $250.00 $271.00 $223.204 Replace All: 265/70R17 $739.96** $880.00* $716.00** $696.00* $684.00** $743.19
Vehicle 3 Front Brakes, Turn Rotors $168.99 $129.99 $159.95 Replace All: 265/70R17 $812.00** $727.96** $944.00*
$229.00 $209.99 $720.00* $639.80*
$179.58 $768.75
Richmond, VA Market Period 5/6-12 Mass Merch. A
Tucson, AZ Market Period 5/6-12 Mass Merch. A
Tire Dealer B
Avg. All
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
Avg. All
Mass Merch. B
Tire Dealer A
Car Dealer
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$39.99 $28.99 $40.00 $32.95 $39.99 $547.96* $515.96** $437.48** $409.08** $576.00*
$36.38 $497.30
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$89.99 $79.99 $84.95 $79.00 $89.95 $479.96** $367.96*** $418.56** $387.96** $396.00**
$84.78 $410.09
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
Vehicle 3 Front Brakes, Turn Rotors $170.00 $149.99 $110.65 $150.00 $185.90 Replace All: 265/70R17 $707.96** $651.96** $640.00** $551.72** $684.00*
$153.31 $647.13
Vehicle 3 Front Brakes, Turn Rotors $130.00 $180.00 $130.00 $140.00 $180.00 Replace All: 265/70R17 $440.00*** $999.96** $664.00** $676.00** $656.00*
Legend
18 June 2013 | TireReview
* = Tier 1 Brand
** = Tier 2 Brand
$29.95 $27.99 $22.99 $552.00* $507.96** $566.48*
$42.00 $42.95 $419.80** $580.00*
$33.18 $525.25
$79.00 $79.99 $69.99 NA $99.95 $82.23 $524.00** $379.60** $488.04* $439.80** $468.00** $459.89
*** = Private Brand/Other
$152.00 $687.19
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BUSINESS
HUMAN RESOURCES
Health Care Reform Update H
ealth Care Reform, ObamaCare, Patient Protection and Affordable Care Act – it all adds up to the Affordable Care Act, which became official in 2010. So why do we know so little about it and why are we not prepared? Why are the airwaves full of misinformation that scares employers and employees alike? Are there really fines and penalties of thousands of dollars? Part of the information breakdown problem is that the law is very complex. Not many people have actually read it, few want to read it, and even if they did read it, would they really understand it? IXG Consulting Group has deconstructed the Affordable Care Act for TIRE REVIEW to help you understand the main points of this legislation and how they will impact you. Whether you own a small or large company or you are an individual in college, there are a few things you need to know: 1. Grandfathered Plans: If your medical insurance coverage was in effect prior to March 23, 2010, you can keep your plan and be in compliance with the law. Not all of the new requirements apply to grandfathered plans. 2. If you are insured with a state or federal Pre-Existing Condition Insurance Plan (PCIP), that coverage will end on Dec. 31. Why? PCIP was a “gap” plan to help those that could not obtain affordable insurance between Sept. 23, 2010, and Jan. 1, 2014. Individuals that are currently insured under PCIP will have to obtain other coverage. 3. Coverage for All: Effective Jan. 20 June 2013 | TireReview
Get the real scoop on how the Affordable Care Act will impact your business
1, 2014, no individual or small employer group can be declined coverage. Rate increases, waiting periods, nor exclusions can be imposed on any insurance policy for pre-existing medical conditions.
ALICIA GIBSON Contributing Writer
as “subsidies” will be available to individuals that are within certain income levels. Those with annual income equal to or less than 400% of the Federal Poverty Level, or $45,960 (2013) for an individual, will be eligi-
The Affordable Care Act is full of changes to what we understand of health care insurance; arm yourself with real facts and seek out professional assistance.
4. Open Enrollment will begin this October and run through February 2014. During this period, individuals will be able to obtain insurance coverage under the new law. Penalties will be applied for each month to those who go uninsured after February 2014. 5. Making Insurance Affordable: The general consensus is that rates are certainly going to go up, so exactly how does that measure up to the “affordable” portion found in the title? Well, discounts, tax credits and premium credits also known collectively
ble for a subsidy. If income falls below 133%, the individual will be eligible for Medicaid. Medicaid is a federal and state funded insurance program that is free for those who qualify. Medicaid will be extended to individuals, pregnant women, children, elderly and the disabled. 6. Tax Credits for Businesses: Employers with 25 or fewer full-time equivalent employees that earn less than $50,000 annually are eligible for tax credits. If your company fits the bill and is already offering benefits, you can receive 35% to 50% in 2014
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■ BUSINESS:
HUMAN RESOURCES
tax credits for premiums paid. File form 8941 with your tax return to claim. 7. Avenues for Insurance and Subsidies: There will be many ways to obtain coverage and comply with the law, but there are a few things employers and employees have to know. • Exchanges: Health Benefit Plan Exchanges – now more widely recognized as Marketplaces – will be operated by federal or state authorities
depending on what an individual state decides. To obtain coverage and receive the subsidies, employers and employees must enroll through the Marketplace. Individuals and companies with fewer than 50 employees are able to utilize the Marketplace or continue to be serviced by their agent/broker, who will have access to the exchange platform. • Small Business Health Option Program (SHOP) – this will be a pri-
Rapid Response: 800-928-1184 ext. 51022 22 June 2013 | TireReview
vately operated exchange or Marketplace for small businesses with up to 100 employees. • Medicaid has been extended to individuals with the only qualifying factor being limited annual income. • Medicare gives coverage for individuals 65 years of age or older who have worked at least 40 quarters and those under the age of 65 who qualify due to health status or disability. • Employer group insurance, continued coverage under a grandfathered plan, and co-ops are considered valid plans to avoid penalties. 8. Penalties: fines will be processed when your taxes are filed and most individuals and large employers (50+ employees) will be subject to the “Play or Pay” rule. Individual fines will inch up over a three-year period and will be the larger of: • 2014: $95 or 1% of income • 2015: $325 or 2% of income • 2016: $695 or 2.5% of income Large employers with 50 or more full-time equivalent employees will pay penalties for the following: • Offering no coverage = $2,000 per employee minus the first 20. • Offering unaffordable or no coverage to employees, forcing them to seek subsidies through the exchange = $3,000 per employee minus the first 20. 9. Qualified Health Plans: Insurance coverage must meet certification by the Department of Health and Human Services as a qualified health plan in order to be offered through the exchange or be offered as coverage that complies with the law. Beginning in January, all plans will extend coverage for: maternity and newborn care, rehabilitative and habilitative services, pediatric service, including oral and vision care, just to highlight a few. 10. Rebates: Insurance companies are required to use your premium dollars for health-related services and research. If they don’t, you receive a check. The first rebate checks were sent on August 1, 2012, totaling over $1.1 billion. Many concerns remain, so here are a few common questions and answers: • Free Insurance: Some believe insurance will be free. Not so fast. As mentioned, Medicaid will be offered to those that are living in poverty, but
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■ BUSINESS:
HUMAN RESOURCES
for the majority of us, insurance coverage will be far from free. • Tax on Employee Benefits: Employers are required to report the dollar amount spent on benefits in your W-2 as of 2013. However, this will not be taxable income to the employee. • Employers Have to Offer Benefits: There is not a requirement, but rather an encouragement to offer coverage to employees. Remember: employers with less than 50 full-time equivalent employees will receive tax credits for offering qualified medical insurance benefits. Companies with more than 50 fulltime equivalent employees will be penalized for not offering such benefits. Insurance costs will continue to rise; this is no surprise. But consider this – rates in the small group benefits sector will not see much more than a 4% increase due to health care reform, according to the Congressional Budget Office, industry analysis and government regulations. Individual plans will take the largest hit due to the need to get the plan benefits up to par. Those individ-
ual plan rate increases will range from 12%-30%. I know you are asking: “Why, if we have a law starting with the word “Affordable” would already astronomic insurance premiums go up?” Premium increases will occur primarily due to the fees being imposed by the federal government onto the insurance companies. These increases are then passed down to you and me – the policyholders. The increases will cover a range of so-called “patientcentered” services, such as “Research Institute Fee,” “Transitional Reinsurance Fee,” “Insurer Fee,” and “Risk Adjustment Fees.” One thing is for sure: the law is full of changes to what we understand of health care insurance and can be very confusing. The practice of medicine and service of insurance programs will change dramatically as we approach the end of 2013. The best advice is to arm yourself with real facts, not what you might hear on TV or from friends and family. Seek out knowledgeable, professional assistance if necessary to make
sure you and your business are on the right side of the new regulations. Most of all, take a deep breath and relax. The world is not coming to an end, government is not taking over and your business is not likely to fail as a result of the Affordable Care Act. Like any new government regulation (such as the TREAD Act, for example) there will be a period of confusion, concern and adjustment. As both business and government proceed forward under real-world conditions, these regulations may well require tweaking. That means you will need to remain vigilant to stay ahead of the curve. ■
Alicia Gibson is the managing partner of IXG Consulting Group, a Mooresville, N.C., business consultant specializing in risk management, human resources, training and inter-corporate communications.
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BUSINESS
SOCIAL MEDIA
Mobile Device Security Measures
With all the personal data your mobile phone contains, ask yourself: is your phone secure?
N
HEATHER BLESSINGTON Contributing Editor heatherb@duowebsolutions.com
early everyone has a mobile concerns are blown way out of prois better: Apple’s app approval phone and we all go about portion, but hackers are homing in process is even more stringent and buying them in the same on the mobile marketplace, so it’s detailed, designed to keep customers time to take notice to protect your lackadaisical fashion. and their information safe. But I’m mobile assets. We stroll into a mobile retail locatalking right here and right now; the “If you follow simple precautions tion or mall kiosk, grab the phone mobile security environment is that looks the best or is the swiftly changing and brand we like, and click today’s safety measures around on the features for may not be so safe tomora few minutes. From there, row. we fork over the cash for the phone and hang Hackers on the Horizon around for 15 minutes Unfortunately, there has while the phone is probeen an increase in targeted grammed. If we’re smart, malware that skirt the secuwe activate a password on rity precautions Google, the device and off we go. Apple, BlackBerry and other But shouldn’t we think platform providers have in more about protecting this place to protect mobile mini-computer that literusers. This malware inally contains our entire life cludes malicious websites, in contacts, pictures, words third-party app stores offerand random thoughts? ing free versions of popular Even detailed personal fipaid apps, and phishing nancial data? Studies show emails containing bogus only about 30% of us even links. Click on any of these bother to lock our phones. and your smartphone could Think about how crazy well have been instantly Lookout Mobile Security is a free Android offering that scans that is, since these days hacked. files you’ve downloaded and apps you’ve installed to check our smartphones are Here’s what you need to for malware and viruses. It also offers a locator feature in synced with our laptops do: if you’re walking case your mobile device goes missing. or desktops, which gives around with an iPhone in direct access to our peryour pocket, check the such as not downloading things from phone’s built-in security features. sonal and business contacts, calensuspicious sites, and not clicking on dars, data and passwords – all Apple’s mobile security features are suspicious links in emails you irresistible to hackers. better than anything that currently weren’t expecting, then you’re pretty can be found or purchased in an app Mobile Antivirus Solutions safe,” says Marc Rogers, the princistore. Anti-virus companies are notoripal security analyst at Lookout, a If you’re an Android user, you can ous for publishing ominous-soundhighly respected technology security keep your phone secure using one of ing reports attempting to scare firm. “Google has an effective app the free Android security apps that mobile phone owners into purchasvetting process in place.” are out there. Consider offerings ing their products. Many of these And for iPhone owners, the news from Lookout, AVG or Avast, all 26 June 2013 | TireReview
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companies with stellar reputations in mobile security. Lookout Mobile Security has proven to be a favorite among Android antivirus offerings since its free app will scan files you’ve downloaded and apps you’ve installed to check for malware and viruses.
Find My Phone! One of the biggest mobile seApple’s free Find My iPhone software can find a missing curity risks is losiPhone or remotely erase its data. ing your smartphone. If that’s or to shock the heck out of your happened to you, you know the phone thief). Plus, if someone tries panic that sets in when you realize (and fails) to get past the password all that is lost with the device. The thought of all your data – your entire lock on your device, the app will snap a photo of the perpetrator and life – floating out there in the hands send you an email with their image of another person is truly frightenand location. ing. The Lookout website will also atSo consider this as motivation to tempt to find your device’s last secure your phone: according to the known location, sending out an NEW YORK TIMES, half of all robberies email alert called “signal flare” when in San Francisco and 42% of all robyour battery becomes critically low, beries in Washington, D.C., are reallowing you a better chance of lated to smartphone theft. tracking it down. Further, there’s nothing the police Lookout’s premium offering will can do for you besides list your deonly set you back $3 a month, and it vice as stolen in the national dataincludes the ability to lock your base (even though the reality is most phone and wipe its data remotely, or phones end up overseas on the black even transfer data like photos, conmarket, well out of reach of the U.S. tacts, and call history to a new degovernment tracking efforts). Apple provides some assistance in vice. You’ll also gain access to Privacy locating lost or stolen phones with its Advisor, which serves up a concise free software called Find My iPhone, list of the information that installed which can find a missing iPhone or apps can access. Downloading the remotely erase its data. But the servapp gets you a free two-week trial of ice does not work once the phone is the premium offerings, which should turned off or disconnected from the leave you with plenty of time to deInternet. To locate an iPhone, an Apple cus- cide if the upgrade is right for you. ■ tomer can log into iCloud.com with a web browser and see a map of its approximate location; the user can then Heather Blessington, CEO of hit a button to erase the phone’s inDuo Web Solutions, is an accomformation. plished blogger receiving press With Lookout’s mobile solution, if from CNN, USA TODAY, BBC and you lose your Android device, you FORBES. Her company specializes can head to its website and attempt in creating and managing blogs to track it down. First, the app will for powersports dealers. Contact sound an alarm to help you pinpoint Heather at heatherb@duowebsoits location (in case you misplaced it lutions.com. Rapid Response: 800-928-1184 ext. 51028 28 June 2013 | TireReview
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RICK BARNHART Contributing Editor
FEATURE
(The Mighty Can be Beat, but the Best Point of Attack is Where They are Strongest!)
O
K, so you’ve already done a comprehensive SWOT analysis to determine your strengths, weaknesses, opportunities and threats. Then you did one on your competition so you know where they are strong and weak. If you haven’t done these, well, that’s a topic for another day. Conventional wisdom tells us that in order to produce the best outcome – to gain a decided advantage – you should attack your competitors’ weaknesses. But that’s the easy way. And often the most ineffective in the long term. Besides, attacking a weakness can make you look desperate or negative, both of which are bad. Going after a competitor’s weakness(es) is a popular tactic and has 30 June 2013 | TireReview
many proponents. Telling a customer that “Big Tire Store down the street does indeed have low prices, but we take far better care of our customers” implies that the competitor has poor customer service. This backfires, of course, if that customer feels Big Tire Store has great customer service. Or if that customer sees through the ploy. Think abut this: People buy from you and your competitors because of strengths, not weaknesses. This is, of course, a matter of perception. How else can you explain Walmart’s perceived low prices superseding its shoddy customer service in a shopper’s mind? At the same time, one person’s view of World Class Customer Service can be quite different from an-
other’s. If you really want to find a competitive advantage, find your competition’s true strengths and attack in a positive and focused way. Sometimes there are weaknesses in their perceived strengths that you can use to your benefit. A tire store that promotes being in business for 70 years is saying it has been around so long because it’s good. If you were to open a new store down the street, you might promote your newness as a strength – being fully trained and up-to-date on all the new technology implies that you are modern and more current. The “Buy Local” movement across the country has certainly influenced tire and auto service customers. The big box store down the street has a recognizable, national brand name and might do a decent job. Attacking its size means promoting that you’re a local brand, with local people who know the local customer’s specific needs – and buying from you does a lot to encourage local economic prosperity. That’s a more positive approach,
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■ FEATURE: and people like to deal with businesses that send out positive vibes. Attacking a competitor’s strengths is not a new concept. There was last year’s Samsung commercial with a Samsung Galaxy S3 Smartphone user sitting in a long line for the latest Apple iPhone. It poked fun at how mainstream the “gotta have it now” Apple products are by having the young guy say that he was actually really happy with his Galaxy and was just holding a place in line for his parents. Being a dealer is a distinct advantage when you go up against much larger, often corporate competition. You have the ability to turn on a dime, make a decision and put a program in place in hours, rather than months. So what are the seven ways you can attack your competition’s strengths?
Number 1: PRICE Your competition might be offering lower prices, but counter attacking with even lower prices is the expressway to failure. And boosting volume to offset lower prices doesn’t work at all. Just look at all the billion dollar bankruptcies over the last few years. Success means generating a decent GP and solid cash flow. Price wars kill both. There will always be “price customers,” but they aren’t the vast majority of the buying public. Tire buyers, in particular, weigh many factors, price being one of them. If you have people lined up at your door to buy tires, you’re probably selling them way too cheap. If you aren’t making your unit sales plan, it is not necessarily because your prices are too high. Some businesses say their competition is beating them with lower prices. Some customers will tell you that the guy down the street has a lower price. Sometimes those situations are true, most times they are not. Whether you regularly price shop the competition or do it on a case-by-case basis, the first thing to do when running into price objection is to verify. Are their apple-to-apple prices lower? What about online buys? The tire price might be lower, but what about shipping and mounting/balancing, etc.? How do the all-in packages compare? If you find that you are higher, do
you need to (or want to) adjust? You’ll have to judge your actions. Is it a common issue or is this price complaint a rare occurrence among dozens of successful sales? There is another alternative to lowering your prices: Spend more money to increase sales. When you look at the numbers, it is easier to see just how much a price reduction can affect your business. If your tire/service store does $1 million in annual sales with a gross profit of $450,000 (45%) and total expenses of $450,000 you are just breaking even. If you lowered your prices by just 2% across the board, the numbers would change to $980,000 in sales and $430,000 in gross profit, or 43.8% gross margin. In order to get back to breakeven, you would have to increase sales by $47,400, a 5% increase in sales at your new gross margin. That’s for just a 2% decrease in selling prices. On the other hand, if you spent an additional $10,000 on customer service or marketing or any activity that caused sales to increase while maintaining margin, it would only take a 2.2% increase in sales to cover that expense. Choosing to lower price does nothing to make you better. It just lowers your price, which can also have the negative effect of devaluing your program and reputation. By choosing to spend money to enhance customer service or improve marketing, your positive response to competition can improve your business – and drive lasting benefits. If you absolutely must respond by lowering your price, do it as a temporary reduction. Use a specific time period and monitor the results. Combining a short-term “sale” with improvements in customer service and marketing should pay off and might even make your competitor notice you.
Number 2: CUSTOMER SERVICE You hear repeatedly that your chief competitor does a good job of taking care of customers. The good news is that improving the customer experience you deliver is within reach; it doesn’t require a big budget or extra staff. All that is needed is a tactical plan and the commitment of time and energy to ensure that all employees
COVER
have a single-minded focus on the customer. Plus, attacking a competitor’s outstanding customer service will make you better by causing you to continue improving your customer focus. Steve Ferrante, a regular contributor to TIRE REVIEW, is infatuated with Amazon.com as an example of incredible customer service. There are certainly lessons that can be learned from its customer service practices that apply to all businesses. In his article, “What Can We Learn from Amazon’s Customer Service? A Lot!” he points to four elements for great customer service. Amazon personalizes the buying experience, keeps you well-informed throughout the process, rewards you for loyalty and has a customer-first commitment when things go wrong (a rare occurrence, to boot). There are specific customer service activities in which dealers engage, but they usually are small things buyers appreciate, like free loaner cars or follow-up calls or free car washes. In order to see the result of Amazonlevel total customer satisfaction, all four elements must be practiced at all times. It’s an all or nothing proposition. If you’re competing on the customer service/satisfaction field, do as much as you can fully complete and then add elements as you’re able to fully commit to them. Take a look at your store from the customer’s view. What are they seeing, hearing, feeling and getting from the experience of being in your store? A great customer experience doesn’t require a large, glitzy facility. A clean, uncluttered and well-maintained store staffed by knowledgeable, wellspoken and professional people can provide a world-class customer experience. Think about this: Your weakest person is the measure of your customer service; you truly are only as good as that weakest link. Many business owners do a great job of taking care of most aspects of customer service only to have one person or a single event ruin the overall experience. A surly, unfriendly employee can undo a great job done by everyone else in the store. Attack a competitor’s strong customer service by developing a process TireReview.com 31
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that identifies your weakest link, then strengthen it. Visualize the customer’s entire tire/service buying process from the first thought of needing service to getting home from a completed purchase. Incorporate a step-by-step process that makes that entire scenario work for the customer and for you. And constantly measure your progress and success and make any needed changes as quickly as possible.
Number 3: SELECTION Your competitor might have a real strength in the amount of inventory carried and the brands and types on hand. But with SKU escalation, dealers need to be creative if they want to successfully compete with big inventory stores. Here’s the rub: Customers want their tires right now. Some dealers are convinced they will sell more if they carry more, so they put a lot of capital into inventory. But not many dealers can stock thousands of tires, and without good market knowledge, how do you even know what tires to stock inhouse? So the real question is how good you are at acquiring the tires your customers need. To be successful, you need a supply chain that is efficient, extensive and flexible. And it helps to have a little magic. I’ve seen dealers lose sales because of “poor inventory,” but the solution can be quite simple. Statements like “I’ll have to call the distributor” or “We don’t have that in stock” need to be replaced by “Let me call my warehouse.” You might have very few tires in the store, but have thousands at your fingertips if your supply lines are well arranged. Besides, “My Warehouse” sounds more impressive than “The Distributor.” Of course, there are purchase commitments with various programs, but if you can’t get the tires that you need quickly, you’re giving the customer a reason not to buy from you. Remember, each lost sale is a lost customer, and who can afford that? To succeed against the high inventory competitor, a dealer needs as many suppliers as possible to ensure sufficient supply and broad selection. You might even buy from the competition, if necessary. In that case, you may not make as much on the tires but you took the sale from someone else and 32 June 2013 | TireReview
IF YOU REALLY WANT TO FIND A COMPETITIVE ADVANTAGE, FIND YOUR COMPETITION’S TRUE STRENGTHS AND ATTACK IN A POSITIVE AND FOCUSED WAY. have created the opportunity to gain a loyal, long-term customer. Do the research and find the best options for a consistent, reliable supply of the brands, lines and sizes you will need to meet your market. And invest the time and money necessary to get a better sense of the vehicles and vehicle types populating your primary trade area. This information will be invaluable when working on your in-store inventory, as well as aligning your needs with distributor inventory. “Yes, I have that in stock” is what your customer wants to hear, and it’s pretty easy to make that statement if you get your “store inventory” properly set up.
Number 4: LOCATION AND HOURS “My competitor has a better location than me.” Well, that is a distinct advantage that is hard to overcome unless you’re a real estate mogul. If not, then you’ll have to find positives about your location and promote them. With the right touch, distance and time can be made irrelevant. “Cars, like eggs, are cheaper in the country.” When I was growing up, that was the promo line of a car dealer with a store outside our metro market. That dealer really wasn’t that far away, but the word “cheaper” drove people to drive a few more minutes to check out his car lot. Years ago, I lived in the suburbs about two miles from the largest shopping mall in the area. But when I had to drive downtown to a store – a 10mile trip – I found that it was easier to drive, park and get into the stores downtown than it was to fight the mall traffic, find a place to park and walk through a huge mall. I found that out accidently; your customers should be told. Find the positives in your location and point them out. It could be a large, easy to access parking lot, unique restaurants and shopping close by or
the fact that you are closer and more convenient than one might think. You know the positives of your location, now tell your potential customers. Attack the competition’s location strength by offering shuttle service or even free loaner cars. No location is convenient when you have to get someone to pick you up. And what about your store hours? Are you open the correct hours to maximize your sales opportunities? More convenient hours can trump a perceived more convenient location by making it that much easier to do business with you. Make sure your business hours are more customer-focused.
Number 5: EXPERIENCE AND KNOWLEDGE Thanks to the Internet, your customers are better informed about tires and vehicle service than ever before. That means your counter people, service techs and tire techs need to be a step ahead of the competition and the customer. Vehicles are more complicated, and you could find yourself with shop equipment that is better than the people operating it. Your toughest competitor recognized the need to train, train and train some more – and so should you. Having a better trained, more knowledgeable staff will always make your business better – and customers will notice the difference. Many dealers still use the excuse that they are too small or understaffed to send people out of the store for training. They rely on old wives’ tales and older techs “leading by example” to deliver “training.” But in today’s highly competitive tire and service arena, you’ll only survive if you come armed with the best-trained and most expert staff around. Few would disagree that there is no substitute for having skills, yet many dealers hesitate to invest in even minimal training and certification. Committing to good training is time consum-
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ing and can be expensive. If you need to train and certify on a budget, see if your suppliers can help. Most are anxious to provide training, but often keep some of those opportunities under wraps. Ask every supplier if they supply training, and especially if they will pay for it. And think about developing your own training program to help new hires. Make good use of industry training, such as TIA’s extensive Automotive Tire Service and Commercial Tire Service programs; and the existing ASE service specialist training, testing and certification program.
Number 6: ONLINE PRESENCE A quality website is critical these days, and many of your competitors have great, easy-to-navigate and highly engaging websites. You might be convinced that it’s impossible to compete with their great websites, that it’s too expensive and too complicated. But there is no good reason to shy away from building the best web presence that you can. I’ve heard many dealers say that they know they need a website, or to improve their current website or get into social media. We’ve been telling dealers they need good websites since the mid-1990s; today they are as important as the four walls and roof of your bricks-n-mortar location. For those dealers with no website at all, micro sites often are available through a program distributer or supplier. Many times, they can be personalized to your business with just a little knowledge and time. It’s at least a place to start. If you have a proper website but your competitor has a better one, there are few ways to attack that. If budget is a concern, spend the time yourself and learn as you go. It might not be as complicated as you assumed. Or have a tech savvy employee do it or, as many of us do when we can’t figure out our smartphones, have one of your children do it. If you have some budget to work with, there are tire-focused firms that can help you build a new site, or there may be a local company that can assist. Whatever path you travel, also make sure your website is mobile device-friendly. More and more of your customers are searching for tire and 34 June 2013 | TireReview
auto services online using their smartphones or tablet computers. If your website has not been optimized for mobile devices, you’ll lose a lot of opportunities to capture new business. You don’t have to be a tech geek to get excited about website analytics. According to Heather Blessington, CEO of Duo Web Solutions, “There is no point in having a website if you aren’t paying attention to who is visiting it and what they are doing once they are there.” Your tough competitors are doing this and you should, too. A few key instructions can unlock interesting, live data on what customers are most interested in. Website enhancements like adding online appointment scheduling can be done without huge expense and will give you the look of a larger, stronger competitor. Making it easier to do business with your company should always be the goal. Your tough competitors are doing these things for a reason. It works for them – and it will for you. Social media is not a fad. It has become critical to long-term visibility. It is a level playing field, regardless of company size. Focus and dedication allows anyone to compete with another company’s social media efforts. Whether it’s Facebook, Twitter, Pinterest, LinkedIn, YouTube, Google+ or any of the other social media networks, you can compete with anyone. Social media makes everyone the same size, it’s just a matter of making the effort.
Number 7: EVERYTHING ELSE AND THE DIFFERENTIATOR Do most tire and auto service shops look the same? The need to stand out from the crowd has never been greater. Your toughest competitor might have a unique program or offering that is “impossible to beat.” It could be from any of the six areas discussed above. But within all of those areas, a competitor’s strength might expose a weakness or a way for you to one-up them. If they have a pricing advantage, maybe having a special really low price on Wednesdays for a specific brand of tire would create sales. A competitor using a high tech but impersonal phone system that requires the caller to enter various prompts could be beat by
you having a well-trained, real human answer the phone. Tire selection is a growing challenge, but your differentiator could be as simple as offering a specific, unique line of tires that might give customers the idea that you really can get anything. Stocking tires to fit vintage VWs and Porsches and marketing to the local clubs can bring in customers with those vehicles – and they have other vehicles, too. Would it make sense for you to compete by staying open just one day a week much later than they do, like 10 p.m.? Bold move, but if your customer base needs greater convenience, that could be a differentiator. Your tough competitor might have an incredible web presence, but no blog activities. If you’re the real expert in the market, why not start a tire and auto service blog? It will help your web visibility and obviously your social media efforts. I know of some dealers who have actively promoted themselves to local TV and radio stations as the “go-to expert,” so that whenever the stations have a tire or service story, they go to that dealer for expert content. Do something unique to stand out in the crowd. There are so many things, like the “green” movement, becoming more attune to the needs of female or senior customers, countless things you may already be doing that can be better promoted as your unique strengths. Your SWOT analysis of your business will point to your inherent strengths. Leverage those as differentiators. But also take a close look at the reasons why people buy from your competition – their strengths. Work at making at least a portion of their strengths your strengths. There’s nothing wrong with “borrowing” a good idea. The best ideas aren’t new ones, they are ones that work and make you successful. It is hard work to analyze yourself and your competition, identify the strengths and weakness, put a strategy together, make changes, and practice the stick-to-itiveness that is necessary. The time and energy spent will pay off. Get creative, stay positive and don’t be afraid to take on the best in your competition. ■
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TOPSHOP FEATURE
SHANA O’MALLEY Contributing Editor
Giddens Tire Pros
Smart partnerships and savvy actions prevent the economic downturn from destroying this Arizona dealer
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allas Giddens is a proud American, successful small business owner and dedicated community member. He’s flown an American flag in front of his shop since he and his wife Debra opened Giddens Tire Pros in Casa Grande, Ariz., in 1996. “We fly it during the day and take it down and fold it at the end of the day,” says Giddens. Prior to opening his own shop, Giddens worked in the tire industry for various companies in the southwest for more than 30 years. “My wife and I purchased it in 1995-96 and we had three great years before the economy started to fall,” he explains. “That didn’t stop us from persevering. We have a son who graduated high school here and we’re really ingrained in the community.”
Challenging Times Giddens, who has been a Rotarian 36 June 2013 | TireReview
Giddens Tire Pros, which opened in Casa Grande, Ariz., in 1996, succeeds with a good mix of community involvement and unique marketing initiatives.
in his community for the past 14 years, watched his town surge during the housing boom of the late 1990s and early 2000s and then fall flat during the economic downturn. He admits the sluggish economy hasn’t been ideal for business. “I was having sales problems; the local chamber always puts out a list of how many gas meters and water meters we have, and we lost almost 11,000 meters from one year to the next,” Giddens explains. “We’re talking about a community that went from 16,000 people when I moved here to 40,000. I was wondering why my sales were low and I found my answer – we got hit by the housing collapse.” At the height of the downturn, Casa Grande was at a nearly 13% unemployment rate, which has been slowly improving. It’s currently around 10%,
still far from the single digit rates of the early 2000s. Giddens says he knows how hard a dollar is to come by these days and values customers who choose to spend their hard earned money in his shop, especially female customers. “When I was 12 years old, my dad was killed in a car accident and I grew up with my three sisters and my mother,” he says, recalling how repair shops used selling “scare tactics” on his mother. “My mother was threatened by this kind of business and I always swore that I would never, ever treat women that way.” Giddens says he and his staff always take time to explain the work they’re recommending so every customer feels confident in their purchase. “You’ve got to be honest and ex-
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plain everything to every customer,” he says. “I don’t make a sale without letting them know what’s going on.”
A Well-Run Business With a handful of employees, Giddens stays busy with a mix of tire work and underhood maintenance. The shop carries popular brands, such as Michelin, BFGoodrich, Continental and General. On the maintenance side, Giddens Tire Pros does standard oil and filter changes, brakes and alignments. It also services many air conditioners and frequently changes wiper blades due to the Arizona heat. Giddens admits that tire sales have fallen over the years; one of his biggest challenges is price competition. “My challenge is, these stores, they get desperate and they start cutting prices,” he explains. “I mean, we compete with the big boys every day.” Casa Grande sits 30 miles outside of Phoenix and has an array of big box chains and other independent dealers from which customers can choose. Fortunately, Giddens says many of his customers prefer to support small business and enjoy the personalized service his shop offers. Giddens also has a strong support network through the Tire Pros family. “Tire Pros is probably the premier ‘franchise,’ but it’s unlike any ‘franchise’ that’s out there because they’re not dictating policy,” Giddens says. “I was on the National Dealer Council for five years and it’s amazing how 10-12
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independent dealers with diversified people all have input and lead the direction of our group.” He says the up-and-coming store owners and managers throughout the western region also inspire him. “I love the young blood that comes into our Tire Pros dealer group, to sit with the young men that come out of Idaho and Utah and Colorado,” Giddens says. “I’m looking at these guys, who are about my son’s age, and I’m thinking these are the ‘kids’ that are the future of our industry. They’re young and they’re bright and they understand what they need to do to grow.” Giddens’ son, Brandon, also works at the store and is among the up-andcomers in the industry.
Getting the Word Out When it comes to marketing, Giddens says he uses good, old-fashioned local newspaper ads and also utilizes a Tire Pros TV deal with Fox Sports. “We have 23 [Tire Pros] members in Arizona and we all did a deal with Fox Sports,” he explains. “We get on with the (Arizona) Diamondbacks, we get on with the soccer and hockey programs as well as college football, college baseball, anything on Fox sports. They rotate our 30-second commercials around.” He also uses mailers to track customer retention and sends “thank you” cards to new customers to show his appreciation. The Giddens name also is present throughout the Casa Grande community through charitable contributions and sponsorships. As an active member of the local Rotary, Giddens has helped raise money for the club’s scholarship program for local high school graduates, as well as funds for the local Boys & Girls Club. Giddens also supports the local Future Farmers of America by donating a set of tires for a raffle at the club’s annual steak fry. Giddens is passionate about his local community and credits the residents for much of his business success. Despite the challenges and changes to the business climate, Giddens Tire Pros has been able to thrive because of loyal customers. “Our community has been very good to us,” Giddens says. ■
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TIRES FEATURE
JOANNE DRAUS KLEIN Contributing Editor
No-Slip Grip When it comes to the benefits of dedicated winter tires, North American consumers still need some convincing
Travis Roffler, director of marketing for ou don’t have to live in Iceland frightful enough weather to warrant winter tires? Continental Tire the Americas, because to benefit from winter tires,” “It comes down to geography and they remain flexible and grip better in says Michelin North America’s cold temperatures. But winter tires also Ron Margadonna. Yet North America temperature,” says Margadonna, MNA’s senior technical marketing mantypically have more sipes and blades, apparently is the least likely contiager. “If the temperature is consistently he adds, which provide more biting nent to recognize that fact. below 44˚F or 7˚C, tires need the extra edges for improved snow-and-ice trac“North America is the only market grip that only winter tires can deliver. tion. in the world that has an all-season tire Even if consumers have four-wheel Nevertheless, milder North Ameriproduct,” explains Giti Tire USA’s drive or all-wheel drive, they still need can winters in recent years have David Shelton. “But all-season tires are winter tires on the front and back to slowed winter tire sales, perhaps ena balance of properties, or a comproconquer the elements and stay safe. couraging consumers to stick with allmise that places the product’s capabili“When the temperature falls lower, season tires – though Andrew Briggs, ties between a dedicated summer-only the tread compound in all-season or director of marketing and product tire and a true winter tire. With a comsummer tires starts losing flexibility, planning for Yokohama Tire Corp., promise, one loses some of the benefits which compromises winter traction,” says winter tire numbers are simply in on the extremes in road conditions we he adds. “All-season tires don’t have sync with those of other tires. encounter in different climates. the tread design engineered to provide “Winter tires are following the “A winter tire is engineered to be same rim trends as all-season tires,” flexible and grip in extremely cold tem- traction with winter’s snow, ice and he explains. “The 15-inch-and-below peratures and is designed to handle the slush.” Traction in winter tires is indeed immarket is decreasing, the 16-inch marslush, ice and wet pavement,” adds proved with the use of softer and more ket is relatively flat and the 17-inchShelton, Giti’s director of marketing. pliable tread compounds, according to and-above market is increasing.” “Only a dedicated winter tire will give the consumer the control and traction they need and expect in “ALL-SEASON TIRES DON’T HAVE THE TREAD DESIGN order to get them to and from their destination – to get them home safe when the weather out- ENGINEERED TO PROVIDE TRACTION WITH WINTER’S side is frightful.” Exactly what, a North AmeriSNOW, ICE AND SLUSH.” – Michelin North America’s Ron Margadonna can consumer might ask, is
Y
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Many experts, however, see significant shifts happening.
Consumer Awareness The introduction in 2008 of the Quebec winter tire law, mandating the use of winter tires by all drivers in the Canadian province, certainly raised consumer awareness of the tires’ safety benefits – across Canada and well into the U.S. Increased OEM use of all-season HP and UHP tires and larger wheel diameters prompted the realization that such tires don’t provide the traction and grip required for Canadian and northern U.S. winters. And an expected return to normal winter weather across North America should certainly boost sales in the future. “Consumers want to feel confident and in-control at all times, even when the weather is especially challenging, so they are starting to invest in winter tires,” says Brandy Gadd, Goodyear brand manager for Canadian and winter commuter/touring products. She says the winter tire industry, in fact, has a projected annual growth rate of about 4.5%.
“We are bullish,” agrees Marc Bujold, vice president of marketing and communications at Nokian Tyres Inc. “We feel that as more people understand the importance of having good winter tires, business will continue to grow.” “The main challenge that remains,” says Anant Gandhi, product manager for Bridgestone Americas, “is the fact that the majority of consumers are not properly educated about the sheer benefits and performance advantages that winter tires offer.”
Slick Selling Points So, how does a dealer go about addressing these concepts, educating consumers and helping customers pick the right winter tire? “Selection of an appropriate winter tire should be made based on the expected driving environment and vehicle, as well as the driving style of the consumer,” Roffler says. “For example, does the consumer drive in an area where roads are always icy? If so, they may want to consider a studded winter tire (like our General Altimax Arctic). A
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consumer with a high-performance vehicle who wants to preserve the sportiness of that vehicle should consider a high-performance winter tire, such as our ContiWinterContact line. “Finally, for most consumers who are searching for a good balance of winter performance, comfort and mileage, a touring winter tire should be used, such as our ExtremeWinterContact. It excels in cold temperatures, on ice and on snow, while providing a comfortable, long-lasting ride,” he says. “It’s a matter of safety and economics,” Shelton offers. “The challenges with winter driving are the conditions you expect, such as snow and wet roads, as well as those you don’t see or expect, such as black ice. It’s economically more feasible to ensure you have dedicated winter tires than taking the chances of driving with tires not optimized for such conditions. An accident may lead to higher insurance premiums.” “First and foremost, ensure that the tire is marked with the mountain/snowflake symbol, indicating that the tire is designed for severe winter performance,” Margadonna states. “Make sure the customer understands that winter tires are only recommended during winter, not for yearround use. Some winter tires are marketed for year-round, which may compromise winter performance. And check the recommended speed rating of the customer’s vehicle. It’s permissible by Michelin to allow the rating of winter tires to be less, by two levels, than the speed rating on the vehicle placard, to ensure optimum winter performance.” “It’s important to provide value to your consumers to promote trust and loyalty,” Gadd says. “So, when consumers are buying winter tires, encourage them to buy a wheel-and-tire package to protect their investment. If they buy a separate set of wheels for their winter tires, it helps maintain the integrity of their tires as they don’t have to switch out tires and wheels every spring and winter. Also, it costs less. “Another great value to the consumer, an excellent loyalty program and a great additional source of income, is tire storage,” she adds. “Many consumers don’t have the space or don’t want to store their second set of
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tires. The dealer can offer a storage program, having consumers pay a nominal amount to have their all-seasons or winter tires stored during the off-season. That consumer will come back at least twice a year for a tire change-over, and will also more likely come to the store for other services. “Also, explain to consumers that to help maintain control and stability of their vehicles in severe snow conditions, it’s recommended by the RMA that winter tires are installed in sets of four,” Gadd concludes. “Retailers are selling peace of mind. Don’t underestimate the power of providing consumers with a sense of safety. It’s important to the vast majority.”
Cool Contenders Selling that sense of safety has resulted in a variety of products from major tire manufacturers. Bridgestone’s Blizzak WS-70 and DM-V1 feature proprietary multi-cell compounds with biting edges that not only sponge off more slippery water between ice and tire, according to
Gandhi, but also dig into ice, creating additional grip. At Michelin, the X-Ice Xi3 features “cross-Z” sipes that are three-dimensional to improve rigidity and enable stable handling, Margadonna says. An increased number of tread blocks provides 15% more biting edge and improves performance, while micropumps absorb water from the surface and evacuate it by centrifugal force for improved tread contact. And a silicabased rubber compound maintains flexibility on ice and snow while keeping firm at moderate temperatures, improving wear and grip, he says. Yokohama’s iceGuard iG20 has a shelled, micro-bubble compound that helps its tread act as a suction cup, providing improved grip, according to Briggs. Its three-dimensional zig-zag sipes lock together, providing more biting edges for traction. The company says its iG51v offers similar performance for light trucks, SUVs and CUVs. Meanwhile, Bujold says Nokian’s Hakkapeliitta is among the most advanced winter tires available globally,
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due to its factory-studded safety. Similarly, the studdable GT Radial Champiro Ice Pro is Giti’s top winter seller, according to Shelton, featuring a directional tread pattern for cornering grip, control and stability. And the three tires previously mentioned by Roffler – the ExtremeWinterContact, the ContiWinterContact and the studdable General Altimax Arctic – are, in fact, CTA’s most popular winter tires, all because of superior traction and grip, the company claims. As for Goodyear, Gadd says its Ultra Grip Ice WRT is a top seller because of its specialized ice-tread compounds and designs for various applications. Its Ultra Grip Winter’s wide tread grooves, multiple biting edges and directional tread pattern help the tire stop short on snow. “Regardless of whether the consumer is new to winter tires or buys them every few years,” Gadd says, “once they feel the confident traction and handling that winter tires provide, they never look back.” ■
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“
You have to know what’s going on. But every day is a rush, and I don’t have time to search all over for the latest industry news and information.
Tire Review’s e-newsletter – it’s right there for us every single day. On my phone, on my computer, and it’s on time and on the mark, and tells me what I need to know.”
- Dan Nothdurft, co-owner, Tires, Tires, Tires, Sioux Falls, S.D.
More. Delivered.
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SERVICE FEATURE
GARY GOMS Contributing Writer
Common Diagnostic Mistakes A hard look at the eight most prevalent service diagnostic dilemmas
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ince I began doing part-time mobile diagnostic work for local shops, I’ve noticed that most “diagnostic dilemmas” I’m called upon to solve aren’t really all that complicated. Most of these diagnostic dilemmas were caused by basic oversights and incorrect assumptions on the part of the technician. This situation has largely been caused by a lack of training or, in some cases, poor training. For example, when on-board diagnostics were popularly introduced in the early 1980s, many early trainers had to fill voids in OEM information by gathering information from anecdotal sources. But, in hindsight, much of the information provided 20 years ago has been proven incorrect. Unfortunately, that now ancient incorrect information and those incorrect assumptions are still part of our diagnostic dialogue. In most cases, they fall into one of eight categories of common diagnostic mistakes. 50 June 2013 | TireReview
1. Skipping the Interview The single most common mistake of service writers and technicians is assuming that any problem can be diagnosed by simply retrieving a trouble code. For that reason, many service writers and techs fail to determine the actual customer complaint or gather the background information needed to quickly and efficiently address the problem. To illustrate, last spring I was called to solve a cold-stalling problem on a 2005 Jeep Wrangler. The PCM had stored at least one throttle sensor-related DTC and, following a service bulletin on that particular failure, the shop had removed the driver’s air bag to test the cruise control circuits. I won’t explore this issue since it became apparent that it wasn’t directly related to the stalling complaint. But it did momentarily divert my attention away from the immediate problem of the engine cold-stalling until it had
warmed up for about one minute. After a short warm-up, the engine started and idled perfectly for the rest of the day. My first impression was a fuel quality problem, but I set that theory aside for the moment because fuel quality hasn’t been a problem in my community during the past eight years. The next day, the engine started and idled perfectly in the shop and performed perfectly during a test drive, which further confounded the diagnosis. But, after sitting in a cold shop over the weekend, the hard starting and cold stalling symptoms dramatically worsened. That bit of information and a full fuel tank provided the necessary clues. Before spending more time chasing this elusive problem, I asked the client shop to get more information from their customer. The customer revealed that he had filled his Jeep from an above-ground
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fuel tank with gasoline that was “only a year-and-a-half old.” The Reid vapor pressure of modern gasoline decreases very rapidly once the gasoline is stored in a vented tank and exposed to dramatic temperature changes. Without the necessary evaporative qualities defined by Reid vapor pressure, the gasoline simply wouldn’t vaporize quickly enough to burn in a cold engine. Refilling the tank with fresh fuel solved the hard starting and stalling complaint. Need I say more about the importance of the customer interview?
2. Ignoring Ohm’s Law All too often, I arrive at a shop only to hear from the technician making the assumption that circuit integrity is good if it has “voltage” or “continuity.” While circuit voltage and continuity testing is an integral part of any circuit test, it ignores the basic interaction between voltage, amperage and
resistance as stated in Ohm’s Law. If you’re not using an inductive amp-clamp, it’s time to make that investment for this reason: while a single strand of a 14-gauge copper wire will pass any voltage and continuity test, it won’t transmit the 5+ amperes of current needed, for example, to operate an electric fuel pump. Since this space won’t permit a thorough application of Ohm’s Law, it helps to keep a simple reminder of Ohm’s Law on your toolbox so you can quickly do the math that establishes the correct relationship between volts, amps and ohms. See Photo 1.
3. Relevant Numbers
The diagnostic process becomes far easier when an abstract problem is translated into relevant numbers. To illustrate, I was recently called to diagnose the fuel system on a 1985 Ford F-250 equipped with the 460-cubicinch engine that, according to the complaint, “was starving for fuel.” While a 1985 Ford truck represents obsolete technology, the case illustrates why relevant numbers are important. This engine is carbureted and is supplied with fuel by an electric pump located in each of its two fuel tanks. The bypass terminal on the conventional Ford starter relay supplies 12 volts directly to either fuel pump during cranking. The B+ relay terminal supplies amperage to each fuel pump through Photo 2: Assuming the resistance (ohms) rea 0.75-ohm resistor when the mains the same, volts and amperes are infuel pump relay and the engine separable components of any electrical oil pressure switch close the cirmeasurement.
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Photo 1: To solve for amps, cover the ampere portion with your finger and divide voltage by resistance. A circuit operating at 14.2 volts against a resistance of 2 ohms will, for example, carry 7.1 amperes of current.
cuit. The tech discovered that each fuel pump had 12 volts at the tank and that the pumps were producing about 2 psi of pressure. But, without the amperage and volume components, both of these numbers become irrelevant. See Photo 2. The reason for the low fuel pressure might have been that testing had been done with a partially discharged battery. Here again, Ohm’s Law takes effect because, given the same resistance, low terminal voltage will reduce amperage, which, in turn, reduces fuel pump speed. See Photo 3. Similarly, a fuel pressure measurement tells us nothing about how much fuel volume the fuel pump is producing. A subsequent volume test proved that either pump delivered nearly a quart in 15 seconds, which is more than adequate. Because both cranking and run circuits are sourced at the starter relay, it was easy to install an inductive ampere probe to determine that each fuel pump drew slightly over 2 amps during cranking and slightly less than 2 amps while running with a fully charged battery. Now that we had some relevant numbers to work with, it became apparent that we had an intermittent problem at the starter relay. The relay had been replaced without cleaning the B+ connections from the battery and a bad bypass terminal on the new relay caused an intermittent fuel pump failure during cranking. A badly adjusted accelerator pump on the carburetor also caused a lack of fuel on starting and initial acceleration. Recharging the battery, installing a new relay and adjusting the car-
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buretor accelerator pump solved the lack-of-fuel complaint. While voltage and pressure are key components of any diagnosis, the most relevant numbers were electrical amper- age and fluid volume.
4. Code Dependency Many technicians make the mistake of using their expensive scan tools solely for retrieving diagnostic trouble codes. While retrieving stored trouble codes is a necessary first step in any electronic diagnosis, trouble codes alone don’t always yield the solution to the problem. Case in point, I was called to solve a vehicle speed sensor (VSS) trouble code on a 2002 Chevrolet Silverado pickup that had recently had the transmission rebuilt. Since the VSS had been replaced twice without producing a result, I left my shop prepared to diagnose a faulty VSS circuit problem. Of course, the VSS DTC had been erased to presumably “fix” the problem, which is another common diagnostic mistake. So I began by polling all of the modules for DTCs and veri-
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fying that the transfer module was operating correctly. Because the transfer case appeared to be operating correctly, I assumed (dangerous word!) that the transfer case electronics were operating as designed. Long story short, the VSS trouble code had nothing to do with the real problem. The real problem was that the VSS and three of the transfer case connectors could be easily interchanged. Not only that, since one Photo 3: Always make sure the battery is fully transfer case wiring circuit has charged before testing any electrical or elecexactly the same color code as tronics system. the transmission’s VSS circuit, we spent about 30 minutes detest confirmed that the ECM’s fuel intermining that the VSS connector had jector driver was operating, but that been swapped with one of the transthe fuel injector pintle wasn’t activatfer case output speed sensors. Pluging. A resistance test indicated the ging the connectors into the correct number-two fuel injector had an interreceptacles solved the problem. nal open circuit. In hindsight, road-testing the vehiLong story short, the Quad Four cle would have indicated that the VSS had not one, but two problems: one and the front and rear output transfer bad coil and one bad fuel injector. case shaft speed sensors weren’t delivNumber-one cylinder wasn’t firing ering a coherent data stream. and number-two wasn’t receiving adeMost scan tools offer data stream, quate fuel. The diagnostic mistake here voltage graphing, troubleshooter aid was stopping with the ignition system and many other features to help in a failure when, in fact, the engine also diagnosis. The lesson learned is that had a bad fuel injector. using a scan tool solely for reading trouble codes can lead a diagnostic 6. Ignoring Fuel Trims tech along a very dark and difficult diMany technicians assume that an agnostic path. insufficient fuel delivery problem is always caused by a clogged fuel filter or 5. The Single Failure bad fuel pump. While it’s easy on All too often, technicians assume most vehicles to test fuel pump presthat a problem is created by a single sure at the Schrader valve located on failure. While this might be true in the fuel injector rail, keep in mind that new-car dealerships, it’s certainly not some modern vehicles don’t have the rule in the aftermarket. To illusSchrader valves. trate, I was called to diagnose an igniRemember, too, that mechanical tion misfire problem on a 1990 pressure and volume testing tends to Oldsmobile equipped with the 2.3L be irrelevant on modern pulse-moduQuad Four engine. After start-up, it lated electric fuel pumps because the was apparent that the engine was runfuel pump speed and pressure is conning on only two of its four cylinders. trolled by a pulse-modulated power The tech had assumed that a coil failcircuit. Last, fuel control problems can ure on the waste-spark ignition was also be created by defective mass air causing the engine to run on only two flow, manifold absolute pressure and cylinders. Swapping out the offending throttle position sensors. See Photo 4. ignition coil didn’t seem to make any The quickest way to diagnose any difference. fuel delivery or control problem is to Attaching an inductive amp probe observe and record short-term and to the B+ wire supplying the ignition long-term fuel trim numbers while module and coils indicated that one of road-testing the vehicle. In general, the coils wasn’t drawing a consistent most fuel trim numbers are expressed amperage value. Pursuing the matter as positive or negative percentages. further, I used an automotive stethoRemember that, in most applications, scope to locate a silent number-two the PCM is programmed to achieve a fuel injector. A scope and ‘noid light
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While much more can be said about using fuel trim numbers to diagnose bad sensors, fuel pumps and vacuum leaks, remember that the scan tool and the short- or long-term fuel trim numbers contained within are your best diagnostic friends.
7. Seeking Sliver Bullets Photo 4: The long-term fuel trims on this scan tool data indicate that one of the primary catalytic converters on this Lincoln Navigator is clogged.
stoichiometric or chemically perfect 14.7:1 air/fuel ratio. A +10% number indicates that the PCM is adding 10% more fuel than originally calculated to achieve a stoichiometric number for the particular driving mode. A 10% indicates that the PCM is subtracting fuel. Many General Motors vehicles use a numerical system in which 128 is considered “zero” fuel trim. Numbers below 128 indicate that the PCM is subtracting fuel while numbers above 128 indicate that the PCM is adding fuel.
A recent mobile diagnostic case involved a “flat spot” on acceleration on a 1996 Chevrolet Tahoe. The tech had verified fuel pump pressure and volume and throttle position sensor output. A cold start produced fuel trim numbers peaking at 160+ at snap throttle, which indicated that the engine was starving for fuel. The snapthrottle test also forced the oxygen sensors to zero voltage. The flat-spot complaint was caused by the MAF sensor greatly underestimating the air flow into the engine.
Inexperienced diagnostic techs often become reliant on “silver bullet” diagnostics because they assume that a specific driveability symptom is always caused by the same failed part. But, while some diagnostic problems do have relatively singular solutions, others require a much more comprehensive testing and evaluation procedure. Being an old-school type of person, I always begin with what I call a “clean blackboard” approach by not assuming anything when beginning a diagnosis. I don’t rule out any cause based upon its relative probability and I also eliminate what I call the “stupid stuff” by initially testing the battery, polling all modules for DTCs, checking for anomalies in the data stream and other easy testing procedures that will quickly reduce the available diagnostic scenarios.
8. Undone Homework Before I leave on a diagnostic call, I have to remember to do my homework, which might include researching enabling criteria for the various DTCs, technical service bulletins or anecdotal data that describes the complaint; printing and reviewing wiring schematics and specifications; and selecting the most appropriate testing equipment. In most cases, my fee includes the time spent doing homework. Because it’s very easy to invest an hour of research time even before the hood is opened on the vehicle, many shops are now billing at least a onehour minimum diagnostic charge to cover “homework.” Road-testing should certainly be billed separately because it’s an additional step that’s usually required to verify specific driveability complaints. Since research time and testing time are the cornerstones of modern diagnostics, it’s important to make money doing it. ■
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Using the ‘True North’ Principles I
n 1989, author Stephen Covey wrote a self-help and motivational book called “The Seven Habits of Highly Effective People.” In the book, Covey uncovers what he calls “true north” principles that are universal among some of the most successful and effective people in the world. During his presidency, Bill Clinton was so impressed by the theories put forth in the book that he invited Covey to Camp David to consult with him on how to incorporate those principles into his leadership of the country. All political opinions aside, an invitation to consult with the leader of the free world is a good indication that you’re onto something pretty extraordinary. Business can be complicated and life can get downright tough sometimes. It’s easy to get caught up in the mix and lose your way. In his book, Covey talks about how these true north principles guide us in the right direction when things get rough. In my previous article (March 2013), I discussed the importance of creating your mission statement and focusing your vision on what’s most important to you. It is these true north principles that allow us to take a step back from our business and evaluate what’s most important to us. In many ways, those seven principles translate well into the agricultural and tire industries. Oftentimes, we forget to take a step back, evaluate our own true north principles, and make changes to ourselves, to our business, and to the way we treat those around us. In this article, we’ll take a look at 58 June 2013 | TireReview
Learn and employ the seven habits of highly effective farm tire dealers for true success
Covey’s seven primary philosophies and talk about how we can incorporate those principles into our businessess.
JEFF WALLICK Contributing Editor
night when a farmer’s tractor is stopped dead in the field during harvest season? Who’s going to make sure the doors are open bright and
Begin with the end in mind: if the goal is to offer the absolute best in-field service around, the objective is to create a memorable customer service experience.
Be Proactive Covey’s first principle tells us to take personal responsibility for our choices and how they affect our successes in life. Translated for the tire business and put very simply: Profitability is personal. Hard work is a prerequisite to success and working smart may help you to get ahead of the competition, but it isn’t until we fully embrace personal responsibility that we will truly achieve effectiveness and success in life (happiness) and in business (profitability). If not for us, who’s going to make sure our service trucks are ready to spring to action in the middle of the
early for our first customers of the day and the lights are on at night for those last-minute evening tire emergencies? The point is that nobody owes us anything. We determine our own success and effectiveness. And in this way, success and profitability are very personal.
Begin With the End in Mind If the end goal is to offer the absolute best in-field service around, the objective is to create a memorable customer service experience. That true north principle must be at the heart of every decision we make that leads us to that point, from the on-
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boarding process of new employees and making sure every customer is greeted by a friendly, professional voice on the phone to making sure the service department is properly staffed and inventory is properly stocked. A compelling focus on creating a truly memorable customer service experience must be at the very core of every single decision we make. How many times have you heard the phrase “The customer is always right”? My guess is more times than you care to remember. But is the customer always right? Absolutely not. But you know what else? It doesn’t matter. Never before has the customer had more options. Today’s tire buyer has more options to choose from – and (most importantly) more places from which to buy. Although the customer may not always be right, you’d better do your best to make that customer feel special. You want your customer to walk out the door with a warm, fuzzy feeling inside, knowing that nobody else is willing or able to take
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better care of them. You may have to give away a couple of oil changes and eat a couple of tires that were clearly damaged by the customer, but you’ll make far more lifelong customers by making sure they are “taken care of.”
cution) not only will drive higher levels of customer service and profitability, but also will enhance your relationships with your employees, with your customers, and with your business partners and suppliers.
Think Win-Win Put First Things First Imagine a football team running onto the field for a big game without a game plan or a baseball team taking the field without bothering to put together a lineup. Now imagine opening up your doors first thing on Monday morning without having your own game plan for the week. When your business is in full swing – your techs are wrenching and your field service guys are mounting new rubber – it’s already too late to put together your game plan for the week. Preparation goes a long way and prioritizing your week by importance, rather than urgency, will propel you toward your goals. An effective plan (and proper exe-
If you had the opportunity to ask some of the leaders of the tire industry, like Les Schwab or Bruce Halle (Discount Tire), what made the difference in their businesses, you might be surprised by what they’d say. It isn’t how efficient your bays are or even how many tires you sell each month, it’s people that make the difference. Developing the right partnerships involves a lot more than simply finding the right tire distributor or parts supplier. Developing strategic partnerships involves fostering relationships at all levels. Whether it’s with your own managers, with a tire manufacturer or with your customers, people buy from people. It almost sounds too simple to be true, but I
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Understand, Then be Understood By taking the time and putting in the extra effort to be genuinely empathetic with your employees and your customers, they’ll be compelled to reciprocate. This helps to create a productive and positive work environment. When business is good, it can be tough to even come up for air, much less take the time to listen to every single little problem. But by taking the time and putting in the extra effort to show that you genuinely care about those around you, you’ll lead the way in shaping a positive and mutually beneficial workplace.
keeping the right products in stock, or empowering your salespeople to take care of the customer – no matter what. The bottom line is this: The success of any great organization is in direct correlation with its leader’s willingness to invest in his or her team. Take a mental inventory of your business: • Do your people feel empowered to take care of the customer? • Are your people well-trained with the latest equipment?
AG
• Do you have the right tires and parts in stock? Ultimately, you’re really asking whether your team has the right resources to get the job done correctly. Invest in your business and in your people and it will pay dividends in the form of engaged and well-trained employees, more repeat business, and a genuine mutual respect between your customers, your employees and your business. ■
Synergize It’s often been said that the customer is the most important person in your business, and there’s quite a bit of truth to that. Ultimately, it’s your customers that are going to keep the lights turned on and food on the table. But how can you make sure your customers are being taken care of properly without first taking care of your own people? Answer: You can’t. One of the best slogans I’ve ever read was on the side of a 53-foot semi-trailer. You may have noticed it yourself while driving down the road. It reads: “The Most Important Person in Our Business Sits 30 Feet Ahead.” Although all of the company’s employees are important – from those who load the trailers, the logistics team and even those on the chief executive’s team – leadership is the first to admit they have jobs because of the front line people. Are you properly taking care of your front line people? Are your employees engaged? Are they committed to your mission statement? Or do they come in to work in the morning and go through the motions all day?
Sharpen the Saw Arguably the single most important function any successful leader or manager serves is to provide their team with the necessary resources to get the job done the right way the first time. That may mean having the right safety equipment and training, or Rapid Response: 800-928-1184 ext. 51061
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You Gotta Carry That Weight W
hat does it mean when a tire sidewall says “Extra Load,” or “XL?” As with pretty much every tire-related question, the answer is: “It depends.” Humor me with this example of “It depends.” I taught a handling class to engineers going through Michelin’s Tire Design School. I had two goals: To allow them to experience understeer (aka push) and oversteer (aka loose), and to make them think about how tread pattern and rubber compound make tires behave. I asked each class: “Which would be faster around a wet handling course, an all-season tire, or a tire with not a lick of tread?” The first time I asked the question, I expected a host of audience questions: How fast? What surface? Water depth? Tire pressure? Tread depth of the all-season tire? Compound of the “bald” tire? I was truly shocked when that class – and almost everyone after that – said in unison: “All-season.” “Don’t you want to know the tread compound, the track surface or surfaces, the speed, the water depth, anything?” I asked with true incredulity in my voice. “No,” they said. “The all-season will be better in the wet.” “Wrong answer.” The bold ones would then say: “The bald tire.” “Also the wrong answer.” Now I had them baffled. Of the couple of hundred or so students over several years, I received only two correct responses: “It depends.” On the asphalt track where water 62 June 2013 | TireReview
The correlation – and history – between “Extra Load” and low-profile performance tires
depth was shallow and speeds were under 40 mph, the “bald” club race tires the were gripping at well over 0.90g, according to my buttometer. Whether the driver was an experienced autocrosser or more timid than a titmouse, it did not matter, they
MAC DEMERE Contributing Editor
compound couldn’t reach the surface.
It Still Depends Usually, XL on the sidewall means that the tire company has added internal components that, in combina-
Heavier cars – and drivers – mean more tires feature “XL” on their sidewalls. This means the tire company has added internal components that, in combination with higher tire pressure, allow the tire to carry more weight.
were all about two seconds a lap faster around a curvy, wet road course. The all-season, in fact, offered little grip, except in the deep puddles. When we moved to a half-mile circle track made of smooth concrete with deeper water, the all-season could comfortably lap at almost 60 mph, some 20 to 30 mph faster than the race tires. The race tires’ sticky
tion with higher tire pressure, allow the tire to carry more weight. However, it’s not unheard of that the tire is already of such robust construction that the maker can simply perform the confirming (or required) tests, and change the mold to reflect the higher load index and the cryptic XL. (The tests mentioned are conducted on various machines.) The requirement for extra-load
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tires comes largely from car designers’ infatuation with extra-tall wheels and extra-short sidewalls. Background on such wheels and tires: Several decades ago, “tuners” started making cars so powerful and fast that the brakes were proving in-
need for bigger brakes or sharper steering feel, but stylists. Usually, the large-diameter wheel/tire combo weighed more than the now-antiquated smaller sizes. At the same time the exterior fashionistas were expanding the diame-
gTAKEAWAYS • ADDED VEHICLE WEIGHT MEANS TIRES SUPPORT HEAVIER LOADS • TIREMAKERS MUST ADD COMPONENTS TO TIRE CONSTRUCTION • XL TIRES CAME ABOUT DUE TO NEW VEHICLE EXTERIOR DESIGNS AND WEIGHTY INTERIOR FEATURES adequate. Bigger brakes meant larger diameter wheels and, to keep the circumference of the tire the same, shorter aspect ratio rubber. The designers liked the looks of 16- and 17inch wheels and low profile tires. Suspension designers liked the crisp steering feeling. Soon, wheel sizes exploded to 18, 19 and 20 inches, driven not by the
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ter of wheels, the interior designers were adding features ranging from sound deadening to ear-drum-splitting stereos to power-operated seats – front and rear – to rearview cameras. These add weight. And so do government regulations requiring (indirectly sometimes) vehicles to have electronic stability control, a half-dozen or more airbags, and
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many other safety features. Not that long ago, car writers made fun of cars that weighed as much as a NASCAR Cup car. Today, it’s common that vehicles weigh more than the 3,400-pound Cup minimum. The combination of fashion and safety features means the poor, little short-sidewall tires have a hard time carrying the load. Oh, and Americans have gained a few pounds themselves. The tires must be able to carry not just the vehicle, but your 350-pound brother-in-law and his collection of tungsten and lead art. By adding components or strengthening components (or acknowledging such is already there), the tire company can turn a P215/35R19 from a Load Index 75, capable of carrying 835 pounds at 35 psi, into an Extra Load with a Load Index of 85 capable of carrying 1,019 pounds at 36 psi. When your brother-in-law rides, may I suggest you bump the cold pressure to 42 psi to get a capacity of 1,135 pounds per tire? ■
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SPOTLIGHT
Product Spotlight Balancing Compounds Balancing helps increase tire life and long-term fuel efficiency and can easily be achieved using any of the latest balancing products listed below. The newest balancing products promise a clean, easy application and many are environmentally-friendly. Superior balancing technology keeps tire temperatures cool for maximum performance.
EQUAL International Marketing Inc. (IMI) said balancing truck tires on the road is quick and easy with Equal – just drop a bag in any un-mounted tire and it will break open in the first few miles. Equal tire balancing is an ideal service for road and fleet calls because of its quick installation and lasting value, IMI added. Equal continuously responds to tire imbalance with an equivalent force, maintaining a constantly balanced tire and wheel assembly. It adapts to changes in speed, load and road conditions to dissipate forces that cause irregular wear, the maker explained, adding that this increases tire life and long-term fuel efficiency, regardless of wheel position. imiproducts.com Rapid Response: www.TRRapidResponse.com/51150 Or call 800-928-1184 – Ext. 51150
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COUNTERACT BALANCING BEADS Counteract Balancing Beads is the only tire and wheel assembly balancing system proven to increase fuel efficiency in two separate certified and government-approved tests (TMC - SAE Type II and PIT Energo Test), according to the maker. Its patented technology allows it to respond and react to imbalances “on the fly,” keeping the entire wheel assembly balanced for the life of the tire, the company said, adding that due to a unique, high-tech balancing process, much less friction is created within the moving tire, drastically lowering the operating temperature of the rubber and, in turn, increasing tire life. Counteract said it was the first to bring the “bag-in-bag” drop-in system for ease of application, however, this product also can be installed through the valve stem and is compatible with TPMS and inner tube tires. Counteract added shop owners and managers see less returns, less complaints and better customer retention when the product is used, while more and more fleets are finding increased fuel economy and incredible tire longevity. counteractbalancing.com Rapid Response: www.TRRapidResponse.com/51151 Or call 800-928-1184 – Ext. 51151
DYNA BEADS Innovative Balancing said its Dyna Beads balance tires dynamically without the use of unsightly rim or spoke weights and provide a smoother, longer lasting ride for motorcycle owners. Dyna Beads are one-millimeter ceramic spheres, high in density and perfectly smooth, that travel inside the tire (tube or tubeless) to locate themselves opposite heavy points to eliminate out-of-balance motion, resulting in a glass-smooth ride, the company explained. Additionally, Dyna Beads greatly reduce shop time required for balancing, are environmentally safe and require no special tools for application, the manufacturer added. innovativebalancing.com Rapid Response: www.TRRapidResponse.com/51152 Or call 800-928-1184 – Ext. 51152
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MAGNUM PLUS M&R Tire Products said its Magnum Plus tire balancing compound can help maximize the tread life and performance of truck tires by keeping them balanced throughout their life at a very economical cost. Magnum Plus tire balancing compound consists of ultra-smooth microbeads that are placed in the tire during mounting. As the tire rotates, the microbeads are dispersed around the tire by centrifugal force, offsetting vibrations caused by imbalance in the tire/wheel assembly, the company noted. Magnum Plus microbeads react to the outward force created by any heavy spot on the tire assembly by moving in the opposite direction until the force is neutralized, M&R said, adding they then remain in place while the vehicle is in motion, and re-adjust their position whenever road or vehicle conditions change. The microbeads are very durable, ensuring an accurate balance throughout the life of the tire, and can be reused in retread tires, are compatible with tire pressure monitoring systems, and do not require special filtered valve cores, the maker added. magnumbalance.com Rapid Response: www.TRRapidResponse.com/51153 Or call 800-928-1184 – Ext. 51153
LIQUID TIRE BALANCE Esco Liquid Tire Balance is a free-flowing liquid balancer for truck tires with 19.5-inch and larger diameters. EPA-approved Liquid Tire Balance is a much more environmentally-safe and economical alternative to balancing truck tires for the life of the tire, according to Esco. It helps keep truck tires running cooler, lubricates the bead of the tire, cleans wheels internally, and most importantly, balances the tire for its lifetime, the company added. esco.net Rapid Response: www.TRRapidResponse.com/51154 Or call 800-928-1184 – Ext. 51154
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PRODUCTS
Hot New Products Cloneable TPMS Sensors Standard Motor Products has added seven new cloneable sensors to its TPMS line that can be easily cloned with the existing sensor ID, eliminating the need for a factory relearn, according to the maker. The Standard and Intermotor part numbers cover Acura, Honda, Ford, Chevrolet, Cadillac, Ford truck and Toyota truck through the 2013 model year. standardbrand.com Rapid Response: www.TRRapidResponse.com/51160 Or call 800-928-1184 – Ext. 51160 Efficient Wheel Balancer BendPak’s Ranger Products division has introduced the Ranger DST64T, which is equipped with DataWand and inner data set arm, allowing operators to quickly and automatically enter wheel parameter settings in less than three seconds for exact balancing every time, according to the company. Features include a soft-touch keypad and display panel for dynamic, static and variable alloy settings. Additionally, a weight optimization feature automatically calculates the minimum amount of weight needed to achieve an optimal balance, so shops use less weight and increase profits, BendPak added. bendpak.com Rapid Response: www.TRRapidResponse.com/51161 Or call 800-928-1184 – Ext. 51161 Mobile Column Lifts Rotary Lift said its new MCH413 mobile column lift provides independent shops with the option to expand beyond their light-duty capabilities to start servicing popular medium-duty trucks such as service ambulances, dump trucks, step vans and other work trucks. The MCH413 lift is sold in sets of two, four or six columns, each of which has a 13,000-pound capacity. With a total lifting capacity of 52,000 pounds, four MCH413 columns can pick up most vehicles on the road, from Class 8 trucks to passenger cars, the manufacturer added. rotarylift.com Rapid Response: www.TRRapidResponse.com/51162 Or call 800-928-1184 – Ext. 51162 72 June 2013 | TireReview
Radial Implement Tires New Firestone Destination Farm radial implement tires with AD2 technology are designed to significantly reduce soil compaction compared to equivalentsized, conventional implement tires, according to the tiremaker. Features include steel belts, wider section width, higher speed rating and a soil-friendly tread design. The tire is available in both IF and VF sizes for greater load-carrying capacity, Bridgestone Americas added. firestoneag.com Rapid Response: www.TRRapidResponse.com/51163 Or call 800-928-1184 – Ext. 51163 Quick Check Inspection System Using WinAlign 14 software to communicate with cuttingedge devices and provide valuable information, Hunter said its Quick Check inspection system performs a comprehensive vehicle inspection in less than three minutes. A vehicle’s alignment, brake performance, battery health, tire health and emissions all can be diagnosed using the Quick Check inspection system, according to Hunter. All results are presented on an easy-to-understand customer printout that supports easy communication between the shop and the vehicle owner. hunter.com Rapid Response: www.TRRapidResponse.com/51164 Or call 800-928-1184 – Ext. 51164 Programmable TPMS Solution Schrader said its EZ-sensor is fully-programmable to function across diverse car makes and models. EZ-sensors require only a single programming tool – a tool required for any TPMS service, as well as one that most service and repair facilities already utilize today, according to the maker. With EZ-sensor, only two SKUs cover more than 84% of TPMS-enabled vehicles in North America, Schrader said, adding that the sensor also features the company’s patented snap-in TPMS valve and programming technology to help minimize installation time. ez-sensor.com Rapid Response: www.TRRapidResponse.com/51165 Or call 800-928-1184 – Ext. 51165 Rapid Response: 800-928-1184 ext. 51122 佡
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■ COMMENTARY: Continued from page 80 as the Star Gate scene from the Space Odyssey movie we’d just been talking about. Suddenly an ethereal electronic voice wafted through the shop intercom. “Hello, Dave…this is HAL.” “Hey, what’s going on,” I yelled, banging on the monitor with one hand. “My name’s not Dave, and gimme me back my data!” “I’m sorry, Dave. I’m afraid I can’t do that,” droned the voice. I shrieked and fell off my stool as I put some distance between me and that whacked out hard drive. I wasn’t gonna let any machine disconnect my life support system. At that moment, the sound of raucous laughter erupted from the parts room next door, and then it hit me – the crew had pulled a fast one on me. Somehow Beanie had commandeered my monitor via the shop computer, and using an old movie clip on YouTube, the gang was taking great liberties with my sanity. After climbing down off the tire display, I stormed into the parts room. “Okay, wise guys, quit horsing
around! Now put that computer to better use and try to find an answer to this Odyssey van problem!” “Sure thing, ‘Dave.’” Tooner chuckled. “Hey Beanie, see what help you can find on the Internet help forums.” As it turned out, a number of technicians had come across our particular problem in the past and it wasn’t long before we were offered a solution. “Your exhaust valves are too tight,” we were told over and over again. “And be sure to adjust them when they’re nice and cold.” Apparently it was a common problem on Honda’s J-series V6 engines as they began to accumulate higher mileage. From what Tooner told me later, getting access to the valves was tedious – I was glad I wasn’t doing it – but at least it didn’t require any special tools. Before long the Odyssey was running as smoothly as a space shuttle through the stratosphere. Tooner came into the front office with the keys. “I’m a little busy, Quig. Why don’t you take this out for a test run?” He patted my shoul-
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THE CAR SIDE
der. “It looks like you could use some quiet time.” I couldn’t believe my ears; Tooner was actually being nice to me. Running a hand through my frazzled hair, I grabbed a seat cover and hoofed it out to the parking lot. That’s right, I deserve a break, I muttered to myself. Maybe I’ll even cruise the drive-thru for a coffee. But the jokers weren’t done yet. As I hit the road, I made the mistake of turning on the CD player. Strains of Also Sprach Zarathustra filled my ears as I drove down the street – it was the opening theme song from the Space Odyssey movie. I can’t wait for Slim to get back. ■ Rick Cogbill, a freelance writer and former shop owner in Summerland, B.C., has written The Car Side for a variety of trade magazines for the past 15 years. “A Fine Day for a Drive,” his first book based on the characters from this column, is now available for order at thecarside.com.
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COMMENTARY THE CAR SIDE
2013: A Spaced-Out Odyssey (Author’s note: This month’s column was written by Quigley, Slim Shambles’ tire salesman and service writer, while Slim was away on vacation.)
I
hate it when the boss goes on holiday – for two reasons. First off, all the real gnarly jobs wait until Slim leaves town before landing on our doorstep for me to deal with, and secondly, I become the target of constant and completely unwarranted abuse until he returns. No, not from the customers; from the staff. Sometimes I wonder how Slim puts up with these jokers. If it were up to me, there’d be some additional training and upgrade courses, like “How to treat your valuable frontend staff.” But hey, no one listens to me – I’m just Quigley. This morning Basil poured himself a cup of my fresh-made coffee. After adding a touch of powdered whitener and one sugar cube, he took a cautious sip. “Ah, just the way I like it, Quigley,” he announced with a grimace. “The enticing aroma of burnt brake material followed by a heavily acidic aftertaste, and visually enhanced with a multi-colored oil slick shimmering on the top.” He went over and poured it down the sink. “Any chance you could pick up a jar of instant freeze-dried coffee next time you’re downtown?” “Hey, quit complaining,” I snapped. “I never said I could make coffee as good as Slim. Besides, I got other things on my mind, like that 2007 Honda Odyssey Tooner’s been wasting time on all week.” The grizzled technician of whom I 80 June 2013 | TireReview
The gang wrestles with a stubborn highmileage Honda in Slim’s absence
spoke chose that moment to wander into the front office. “Anythin’ good in that pot?” Tooner yawned and jerked his thumb toward our ancient coffee maker. Basil poked around in the drawer, looking for an old tea bag. “That depends. Do you like to live on the edge?” Tooner shrugged. “Mebbe it’ll kick start my brain – I’m runnin’ out of ideas on that Honda minivan. I’ve tried new OEM spark plugs, new coils,
and even cleaned the injectors. I’m startin’ to wonder if there’s a glitch in the electronics.” He poured some thick brew into a mug and studied it closely. “Got any suggestions, Quig?” “Don’t look at me,” I retorted. “I’ve got my own troubles.” Juggling schedules, ordering parts, updating tire prices and keeping customers mollified was tough enough; I didn’t need demon-possessed minivans to complicate my life. “But I do wish you’d hurry up and fix that thing. The owner’s starting to call on an hourly basis.”
RICK COGBILL aka Slim Shambles Contributing Writer
The quirky Odyssey was throwing random misfire codes on all six cylinders – po300 through 306. It ran rough when cold, and Tooner could barely get it over 40 mph on a test drive. Once it warmed up, however, it ran fairly smooth. So far, nothing he’d tried had done a lick of good. Tooner swilled some coffee around in his mouth like he was sampling a fine wine. “Hey, not bad, Quigley. I think yer gettin’ the hang of this.” He thought for a moment. “Y’know, that van reminds me of an old space movie, the one where the onboard computer of the spaceship had a mind of its own.” Basil poured some hot water into his mug and dropped in the tea bag. “You mean Stanley Kubrick’s 2001: A Space Odyssey? I believe the astronaut was named Dave, and the computer you’re referring to was nicknamed HAL. It tried to take over the space ship, and if memory serves me correctly, it killed off most of the crew by the end of the movie.” “Jeepers, I remember that from my high school days!” I shuddered. “That was one freaky movie – scared me and my buddies half to death.” Basil raised an eyebrow, but didn’t say anything more. Soon the guys returned to their bays, and I returned to my paperwork. I was glad for the peace and quiet of the office, and it began to feel like I might actually get caught up by the end of the day. A few minutes later I was startled as my computer screen first went blank, then suddenly returned in a blaze of swirling colors. I recognized it Continued on page 79
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