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fields for the future Tiremakers Leaving No Stone Unturned in Re-Search for Sustainability and Savings
May 2013 TireReview.com
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MAY 2013
CONTENTS Volume 113 | No. 05
44
30
24
Columns & Departments ■ FIRST LOOK: TireReview.com Online Musts + Truck Tires + Brake Pad Claims
■ COMMENTARY: First Off - Missing a Word Not ‘Iffy’ The Car Side - Working Under Pressure
59
■ NEWSMAKERS: Yokohama Plans Mississippi Plant Continental Gold Dealer Meeting Bridgestone New Product Launch
■ BUSINESS: Market Intel - Tire & Service Pricing Mobile Marketing - Online Reputations Selling Smart - Winning & Losing: Part 2
FEATURES
30 Cover: Fields for the Future
■ TIRES:
44 Tires: Lawn & Landscape Tires
TPMS - Diagnostic Strategies Tire Tech - Tire Types and Load Capacity Truck Tires - MPG vs. Removal Mileage
48 Service: Hybrid Vehicle Service
■ SOLUTIONS: Spotlights - Shocks & Struts
|4
|6 | 72
|8 | 10 | 14
| 21 | 22 | 24
| 56 | 59 | 62
| 65
38 Top Shop: Tire Systems Inc. BPA
INTERNATIONAL
Members of:
Proud Supporters of:
TIRE REVIEW (ISSN 0040-8085) (MAY 2013, Volume 113, Number 05. Published monthly by Babcox Media Inc., 3550 Embassy Parkway, Akron, OH 44333 U.S.A. Phone (330) 670-1234, FAX (330) 670-0874. Periodical postage paid at Akron, OH 44333 and additional mailing offices. POSTMASTER: Send address changes to Tire Review, 3550 Embassy Parkway, Akron, OH 44333. A limited number of complimentary subscriptions are available to individuals who meet the qualification requirements. Call (330) 670-1234, ext. 242, to speak to a subscription services representative or FAX us at (330) 670-5335. Paid subscriptions are available for non-qualified subscribers at the following rates: U.S.: $69 for one year. Canada: $89 for one year. Canadian rates include GST. Ohio residents add current county sales tax. Other foreign rates/via airmail: $129 for one year. Payable in advance in U.S. funds. Mail payment to Tire Review, P.O. Box 75692, Cleveland, OH 44101-4755. Visa, MasterCard or American Express accepted. Founded in 1901. © 2013 by Babcox Media Inc. “Tire Review” is a trademark of Babcox Media Inc., registered with the U.S. Patent and Trademark office. All rights reserved. Publisher reserves the right to reject any subscription that does not conform to his standards or buying power coverage. Advertising which is below standard is refused. Opinions in signed articles and advertisements are not necessarily those of this magazine or its publisher. Diligent effort is made to ensure the integrity of every statement. Unsolicited manuscripts must be accompanied by return postage.
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FIRST LOOK
ONLINE @TIREREVIEW.COM
BLOGS
Three Online ‘Must-dos’ With so many tips and tricks on what to keep up with regarding web marketing, websites and social media, it can be tough to narrow your focus for maximum effectiveness. In her latest Online Marketing blog, Christine Taylor focuses on three online “must-dos” for tire dealers: mobile websites, the new Facebook Graph Search and managing local business listings. Find out how to optimize all three. tirereview.com/blogs
inSERVICE
inTIRES
Proper Truck Tire Sizing
Brake Pad Truths
Keeping in mind that tires are typically the second largest maintenance expense for trucking fleets, it is essential that proper tire selection and service procedures are considered. tirereview.com/inTires
When selecting brake pads, there are two questions you must always ask after a after a manufacturer makes a claim: 1. “Compared to what?” and 2. “Does that include every application in the line?” Learn how to cut the truth from marketing hype. tirereview.com/inService
TireReview.com Visitor Comments Smart Phone, Dumb Customer
Rubber Prices Hit New Low
“I continue to operate a garage similar to the one you described your family had in Denver. I am convinced as a society we are heading the wrong way. People demand assistance at a moment’s notice and more frequently offer less and less courtesy, and then in return we as operators are given very little loyalty. Further, the same person will complain there is no service any more – is it any wonder? We are heading for a society of no craftsmen and no problem solvers, and technicians who can only follow bubble maps.” – gopokes
“Will manufacturers take price reductions based on such good raw material news, or hold to offset rising costs due to lower demand and higher inventories & higher costs?” – Shawn Rasey
French Workers Sue Goodyear in Akron “I believe that the French public, in general, are the problem and not the victims here. Dixie’s comment was spot on from the piece that I read. You aren’t at work to ‘smoke and joke’ but rather to work a full day’s labor in return for an ‘earned’ day’s wage! That is the problem with the world right now, the majority of the pop-
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
Sr. Circulation Specialist Star Mackey, ext. 242 smackey@babcox.com Sales Representatives Doug Basford, ext. 255 dbasford@babcox.com Dean Martin, ext. 225 dmartin@babcox.com Jim Merle, ext. 280 jmerle@babcox.com Glenn Warner, ext. 212 gwarner@babcox.com Sean Donohue, ext. 206 sdonohue@babcox.com Roberto Almenar, ext. 233 ralmenar@babcox.com
ulation believes that everything that they desire should be handed to them!” – Benztech34
Maybe They Can Just Say The Robot Did It “I currently need two tire installers, do the robots speak English, can they work 11-hour days without complaining, and how much are they? ” – alscaps
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Babcox Media Inc. Bill Babcox, President Greg Cira, Vice President, CFO Jeff Stankard, Vice President Beth Scheetz, Controller In Memorium: Edward S. Babcox (1885-1970) Founder Tom B. Babcox (1919-1995) Chairman
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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
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Coats 1250-3DV balancer $500 cash prize Feature story in our October issue Top Shop Finalist trophy
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COMMENTARY FIRST OFF
Missing a Word Not ‘Iffy’ W
hile I’m not necessarily a fan of the RMA bulldogging its way state-by-state for a national solution to the “Used Tire Question,” I just don’t get all of the backlash. Except that I do. People can fail to see something that is plainly in view. Focus your attention on one thing, scientists say, and the brain basically blocks out everything else. The intense fixation on one thing blots out all else. When reading about the RMA’s efforts to pass laws in Florida, Texas and elsewhere to ban the sale of unsafe used tires, many, many, many people fixed on the words Used Tires and totally missed the word Unsafe. (At press time, the Florida effort failed when the bill was held up as the state senate’s 2013 session closed.) The RMA (re: The Manufacturers) is not saying that you shouldn’t be allowed to sell Used Tires. While some cringe at the thought of selling used tires, the RMA – quite rightfully – is saying that no one should be selling Unsafe Used Tires. I have a hard time believing that anyone – dealer, manufacturer, processor and pundit alike – could rally behind the idea that selling an Unsafe Used Tire is A-OK. What’s funny, too, is that the proposed legislation clearly defines the Unsafe part. To wit: • A tire with less than 2/32nds tread depth is unsafe (heck, I and many others insist that less than 4/32nds is highly questionable). • A tire missing chunks of tread or having gashed sidewalls or broken beads is unsafe. 6 May 2013 | TireReview
Anti-unsafe used tire law proponents miss the point – and the key word
• Exposed body plies or steel belts make for an unsafe tire. • Improperly performed repairs – of any kind – render any tire unsafe. • A tire under an active or past recall is unsafe. • A tire with a hole larger than onequarter-inch is unsafe. [If you think it’s OK to sell a tire exhibiting any of those six symptoms, stop reading this, mail your building keys to me and walk away now. You’re killing us…and your customers.] If that list isn’t enough, there are those who argue that there is no need for a law, that quality tire establishments know better and don’t sell Unsafe Used Tires. And, besides, “we don’t need more unenforceable laws.” So while we can apparently agree that there are Unsafe Used Tires and define them in a logical fashion, just how can we take them out of circulation unless there are rules, either set by the industry (no chance of that) or determined by law (more likely)? The issue is not about enforceability or that the police have better things to do; frankly someone driving on a dangerous tire should draw more attention than someone rolling 10 mph over the speed limit. This is about there being a law in the first place. Laws are not made to harm those who already follow the rules, they are there to rein in those who aren’t – whether by accident or intention. They curb unfair business practices (level the field) and protect innocent, unknowing consumers from harm. There are no established standards for used tires. No inspection protocols or condition rules. No CarFax histories
JIM SMITH Editor jsmith@babcox.com
on tires. NHTSA hasn’t developed construction or testing standards. Used tires aren’t burst tested or run through the rigors of UTQG testing. There are NO STANDARDS and there is little or no chance that this industry (i.e. Private Enterprise) will create such of its own volition. Because people’s lives and livelihoods are at stake, the law (i.e. The Government) has to step in…admittedly with the strong “encouragement” of The Manufacturers. Why? Simple math: The Manufacturers have the deepest pockets in this irrational game of lawsuit chicken. Next up are The Dealers, some of whom complain loudly about “needless government intervention” and such (until they get sued). Do you know why your employees – especially tire techs – should be welltrained and that such training be documented? Sure, it’s about doing the job right and making for satisfied customers. More importantly, demonstrating that training was obtained and employed is a HUGE point should you ever have to defend yourself in court. That’s why the push back on used tire sale bans worries – and scares – me. One reader called it “an iffy situation at best.” I get that some folks can barely afford an oil change, let alone a pair of (or four) new tires. But I also think some consumers see used tires as a less expensive long-term alternative to perceived high tire prices, and I think some dealers have gotten hooked on selling them. Yes, a very iffy situation. But Unsafe is not iffy. ■
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NEWSMAKERS
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INDUSTRY NEWS & EVENTS
Yokohama Bringing Tire Plant to Mississippi Yokohama Rubber Co. finished the month of April in a big way, announcing plans for a $300 million radial truck/bus tire plant on a 500-acre site near West Point, Miss. The deal was sealed when state legislators approved a host of financial incentives. Lawmakers were called into a special session on April 26 to consider the incentive package by Gov. Phil Bryant, who signed the incentive bill immediately after it passed both the House and Senate. The incentive package includes $70 million from the state for land acquisition, infrastructure construction and worker training. Each $300 million of additional tiremaker investment will bring $20 million in additional state aid, reports said. Other incentives are coming in the form of tax breaks and direct and indirect assistance from county and local governments, as well as from both the Tennessee Valley Authority and Atmos Energy. The first phase of YRC’s first greenfield U.S. tire plant will have an annual capacity of one million tires. Potential expansions could increase the original size up to four times or so in scale “in accordance with future business growth,” said the tiremaker. The multi-phase YRC project could eventually mean 2,000 jobs and a total investment of $1.2 billion. YRC said it expects to begin construction this September, with production beginning in October 2015. Currently, Yokohama Tire Corp.’s truck/bus tire needs have
TIA Seeking Nominations for Tire Industry HOF TIA is accepting nominations for the 2013 class of the Tire Industry Hall of Fame. The deadline for nominations is July 5; nominations can be made at tireindustry.org or by emailing dsage@tireindustry.org or calling Donna Sage at 301-430-7280, ext. 102. The Hall of Fame is open to individuals in the tire industry, including manufacturers, inventors, publishers, equipment suppliers, tire association 8 May 2013 | TireReview
Mississippi Gov. Phil Bryant (left) and Hikomitsu Noji, Yokohama Tire Corp. president and representative director of Yokohama Rubber Co., signed the documents committing Yokohama to build a truck/bus tire plant in the state. To the right of Noji is Yokohama Tire Corp. CEO Yasushi Tanaka.
been serviced by YRC plants in Japan and Thailand, as well as its allocation from GTY Tire Co., the joint venture truck tire plant located at Continental Tire the Americas’ plant in Mt. Vernon, Ill. Yokohama made no mention of its future plans regarding GTY Tire, but “considered it necessary to build the new plant so as to accommodate the increasingly growing demand for its brand and further strengthen a system aimed at ‘local production for local consumption.’” YTC owns and operates one U.S. plant, a passenger/light truck tire facility located in Salem, Va., which it acquired as part of its purchased of the former Mohawk Tire Co.
executives, tire dealers, tire and rubber recyclers and retreaders. The Hall of Fame may be awarded posthumously. Inductees are chosen based on their contributions of new ideas, practices and/or innovations that promote the health and well-being of the tire industry; their exemplary and distinguished service in the tire industry; and the respect of their peers. Hall of Fame inductions will take place Nov. 4 as part of TIA’s Tire Industry Honors event, which takes place prior to the 2013 SEMA Show/Global Tire Expo, set for Nov. 5-8 in Las Vegas.
Stankard Named Group Publisher of TR and FE Babcox Media Inc. named Jeff Stankard as group publisher of its TIRE REVIEW and FLEET EQUIPMENT brand properties. In this expanded role, Stankard will oversee the day-to-day activities of those respected Babcox brands, and continues as Babcox Media vice president. Stankard replaces David Moniz, who left the company. Continued on Page 18
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> Continental Tire the Americas
Conti Adds Capacity, Expands Gold Dealer Benefits
W
hat do you call it when you get some 230 of your best customers – 488 people in all – on a ship for five days?
clude volume bonus increases. The “Standard” level of 800 units per year earns a dealer $2 per tire, up from $0.75 per tire last year. “Select” “Loyalty & Commitment” if you level dealers buying 1,300 tires per are Continental Tire the Americas year earn $3 per tire, up from $1 in and you are holding your annual 2012, and “Elite” level dealers buyGold Dealer Program meeting and ing 2,000 units or more earn $4 per incentive trip. From April 13-18, CTA tire instead of $1.25 as in 2012. dealers and their spouses and staff Four specific tire lines – three enjoyed sun, fun and a little business General lines and one Continental as they traversed the Gulf of Mexico. line – are now eligible for increased The business per tire payouts, side of the trip was Jenkins said. The busy, with updates Conti CrossConabout CTA’s protact LX20 will duction expansions, now earn a $5 per new products, tire volume dealer program and bonus, while the education enhanceGeneral G-Max ments, and marketAS-03 will pay ing and sales $4, and the Genpromotion efforts. eral Grabber HTS Unfortunately, and Grabber AT2 corporate matters each will pay $3. kept Bill Caldwell, Jenkins said CTA vice president Gold Program of consumer tire payouts will see a marketing and sharp increase sales, away from this year over Jim Sicking, CTA director of consumer tire sales, recaps the capacity expansion the event, but he last. He illusprograms undertaken to improve fill rates. did welcome dealtrated that an avers via a taped erage 2012 payProgram Changes video message. Jim Sicking, CTA diout of $18,971, or $4.68 per tire, National programs manager Chris would increase to $27,524, or $6.79 rector of consumer tire sales, picked Jenkins was next up, and he walked up the emcee mantel from there, and per tire, under the new 2013 prodealers through upcoming changes also provided a review of CTA’s cagram. to the Gold Dealer Program, includpacity increase efforts. The Gold Dealer website (coning improvements in per tire bonus A few years ago, CTA suffered tilink.com) also was upgraded, he payments. shortfalls and fill rate problems, but noted, and is now “a one-stop shop” Jenkins reminded that CTA relies those situations have been turned for everything needed, including on independent tire dealers to suparound, he said, by capacity expanCTA’s Dealer Marketing Suite, Enport and sell its products, and it has sion programs at CTA plants in San gage360 Dealer Training Center, Real made changes to the dealer locator Luis Potosi, Mexico; Cuenca, EcuaPerformance Motivation center, Dash function on its consumer website so dor; Mt. Vernon, Ill., which is underfor the Gold dealer contest, a runthat dealers will be shown first over going two significant expansions; down on dealer sales promotions and Camacari, Brazil, where capacity non-dealer outlets. “Our goal is to and complete product data. get as much business to you as possiis expected to double by 2014. The site also now includes the ble. Our focus is to get more business Gold Dealer Calculator, which in adWith an artist’s rendering of CTA’s new Sumter County, S.C., con- to our core dealers,” said Jenkins. dition to showing dealers their upAnd for Gold Dealers, that also sumer tire plant in the background, to-date detailed order-tracking means greater rewards for participat- information, including volume Sicking noted that crews are ining in the program. stalling tire building equipment bonus and other earned bonuses, Gold Program enhancements inthere and expect to see the first test helps dealers to project and optimize tires produced in late 2013. “We know we have a ways to go, but capacity is growing. Sumter is ahead of schedule,” he said. North American supply is better, he added, and dealers “should be noticing significantly better supply, especially in the key lines for us. “We are in the best situation in six years with supply,” Sicking said. “We’re not perfect, but it’s the best since I’ve been with the company.”
Continued on Page 12
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their total Gold rewards by setting a purchasing plan.
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designed for long tread life and “to give passengers a quiet, comfortable ride, combined with year-round, allTrack and Pitch season traction.” CTA’s primary marketing and Maher explained that the latest promotion focus has been around Altimax, which replaces the original movie tie-ins, soccer and motorAltimax RT, melds convenience techsports, and 2013 will be no different nologies, like the existing Replace– just better, according to marketing ment Tire Monitor and Visual director Travis Roffler. Alignment Indicators, with all-new Fresh from its tie-in with the most CTA technologies such as Peak Antirecent “GI Joe” offering, CTA will Slip Sipe Design Technology, which launch a series of efforts surrounding increases the number of biting edges “Fast & Furious 6,” which opened for traction on slippery roads; and nationwide over Memorial Day Low Surface Abrasion Technology, weekend. Besides which provides providing all of construction elethe tires used in ments to reduce the action flick, tread distortion as CTA is running a the tire rolls, reconsumer sale sulting in less surpromo from May face abrasion to 13 through June 10 promote even where tire buyers treadwear and excan earn $100 Aditended treadlife. das gift cards. Maher said the Why Adidas? BeAltimax RT43 is cause Continental being positioned AG has a deal to against the Cooper provide rubber CS4 Touring T, BFstock for certain Goodrich AdvanAdidas sports tage T/A, Firestone shoes. Precision Touring, Dealers were to Hankook Optimo receive in-store H722, and the POS materials to Kumho Solus support the proKR21. motion, and CTA The Altimax planned ads in RT43 will be From left: CTA’s Joe Maher, passenger and performance product manager; Travis “top automotive available in 44 Roffler, marketing director; and Jim Sicking, director of consumer tire sales. magazines” to initial sizes over support the 13- through 18push. There also was a Fast & Furiset a goal of one million “likes” on its inch wheel diameters, he said. The ous Trivia Game on the Conti brand Continental and General brand Face- tire will carry UTQG treadwear ratFacebook page where consumers ings of 600 for 13- to 15-inch sizes book pages. CTA will have a lot of could win daily prizes, the top winand 700 for 16- to 18-inch sizes. All work on its hands: at meeting time, ner getting a private screening of the sizes will have a 75,000-mile limited the General Facebook page had movie for themselves and 50 friends. treadwear warranty and a 45-day 193,100 “Likes” and the Conti page Unable to discuss the pending “customer satisfaction trial.” had 172,935 “Likes.” deals during the dealer meeting, it Also coming later this year will be New Tires was later revealed that CTA signed the Continental PureContact GX and Joe Maher, CTA passenger and sponsorship deals to support the U.S. PureContact TX, OE versions of the performance product manager, gave national men’s and women’s soccer Continental PureContact replacedealers a look at three upcoming teams and the U.S. Youth National ment line that was launched last new products planned for 2013 reTeam. The multi-year partnership year. Maher offered no details on lease. puts the Continental brand with the those products. ■ The most significant launch surU.S. National Teams participating in rounds the General Altimax RT43 allthe 2014 FIFA World Cup, the 2015 season touring tire, which will be FIFA Women’s World Cup, the 2016 Jim Smith available to consumers in August. Olympic Games and a variety of Editor CTA said the Altimax RT43 offers an games and tournaments at every age jsmith@babcox.com “enhanced construction” that was level. 12 May 2013 | TireReview
On the motorsport side, Roffler noted that CTA will continue to support both sports car racing series Grand Am and ALMS in North America. The two series will combine to a single series in 2014 and CTA plans to continue participating with the new series – United Sports Car Racing. The General brand will continue participating in various Lucas Oil racing series events and will be a sponsor of Major League Fishing. Roffler said CTA also will get more aggressive on social media, and
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> Bridgestone Americas
Bridgestone Launches Tires, Recaps Brand Strategies
B
ridgestone Americas used its contact pressure for enhanced wear. track and improved braking and cor2013 Drive and Learn product The tire, available in 25 sizes rang- nering, while maintaining durabilintroduction – held at the end ing from 16- to 19-inch wheel diameity.” The tire is available in 10 V- and of March in Las Vegas – to roll out ters, carries a 55,000-mile limited W-speed-rated sizes ranging from four new tires to dealers and media, treadwear warranty for V-rated sizes 15- to 18-inch wheel diameters – as well as recap both Bridgestone and a 45,000-mile limited treadwear sizes that focus on sports-compact and Firestone brand strategies, acwarranty for W-rated sizes. cars that are recognized favorites complishments and promotions. Both the Dueler H/P Sport AS among autocross enthusiasts, BridgeIntroduced – and put to the test and Potenza RE97AS carry Bridgestone said. on the Las Vegas Motor Speedway – stone’s “Eco-Product Designation,” On the Track were the Bridgestone brand Dueler which signifies the tires offer impFor the launch event, the Dueler H/P Sport AS and Potenza RE97AS, roved rolling resistance and reduced H/P Sport AS, fitted to 2013 Porsche while two more tires – the new tire weight, in addition to using “enCayennes and Bridgestone Pot2013 Lexus enza RE-11A and RX350s, was pitBlizzak LM-32 – ted against the were unveiled but Michelin Latitude not tested. Tour HP and The all-season Yokohama Dueler H/P Sport Parada Spec X in AS, designed for a a wet and dry wide variety of road course. The pickups, SUVs and Potenza RE970AS CUVs, “combines was put to the traction and toughtest in a wet auness while also protocross course, viding superior fitted to 2013 driving performAcura TLs, and ance, comfort and was compared to reliability,” the The new Bridgestone Potenza RE97AS is available in 25 sizes ranging from 16- to the Michelin Pilot tiremaker said. 19-inch wheel diameters. HX MXM4. The new Dueler In addition to features a high silthe head-to-head comparisons ica compound for wet traction; high vironmentally-conscious” materials, against the competition, several angle slots and circumferential such as non-aromatic oils and recyBridgestone tires – the Ecopia EP 422, grooves for water evacuation; and a cled materials. Potenza RE97AS and Potenza REhigh stiffness closed shoulder for The Blizzak LM-32, designed for 970AS Pole Position – were used for cornering and handling. luxury sedans and performance vean “in-line category comparison,” The tire is available in 11 H-, Vhicles originally fitted with all-seaand W-speed-rated sizes ranging son or summer tires, will be available giving participants the opportunity to compare the performance characfrom 17- to 20-inch wheel diameters, in July in 33 H-, V- and W-speedteristics of all-season touring, perand features a 40,000-mile limited rated sizes ranging from 16- to 20formance/all-season touring and treadwear warranty. inch wheel diameters. Bridgestone UHP all-season tires, respectively. A The all-season Potenza RE97AS said the tire features specially desimilar step-up exercise will be feaoffers quick and responsive handling signed polymers and tread pattern tured in the tiremaker’s 2013 Drive combined with a smooth, refined elements to help provide the extra and Learn tour, which will make 19 ride, according to the tiremaker. The grip and control needed on any winstops in the U.S. and Canada this tire also offers high silica content and ter road. circumferential grooves, in addition The new Potenza RE-11A, the tire- year. Both the Vegas launch event and to a finely-tuned tread pattern for maker added, maintains the tread the Drive and Learn tour “are deupgraded steering feel and respondesign of the current Potenza RE-11 signed to give Bridgestone dealers siveness; stiffened shoulder blocks while providing “an enhanced tread the experience and credibility to for improved cornering; and an opticompound designed to provide mized footprint that promotes even faster lap times, higher speeds on the
Continued on Page 16
14 May 2013 | TireReview
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Left: the new Dueler H/P Sport AS is designed for a wide variety of pickups, SUVs and CUVs. Right: Trent Stoner, director of advertising and retail branding (right), poses with Ivar Brogger, who plays a tire engineer in the tiremaker’s “Time to Perform” TV campaign.
make recommendations and talk about products with their customers,” said Phil Pacsi, vice president of customer marketing and training.
Brand Strategies Trent Stoner, director of advertising and retail branding, recapped Bridgestone Americas’ new focus on “the boss” – a.k.a. the consumer – a focus the company first introduced at last year’s Consumer Tire Business Meeting in Nashville. On the Bridgestone side, spring, summer and fall promotions are being paired with a strengthened digital effort and the brand’s continued sports marketing approach, Stoner explained. “We’ve integrated brand, promotional and sports efforts across our digital platforms to build brand awareness and familiarity,” he added. The Result? Some 2.9 million video views, more than 585,000 sweepstakes entries, and more than one million website page views in 2012, according to Stoner. In addition to the Bridgestone “Rethink Green” promotion – which ran April 1-30 and featured the brand’s Ecopia and “Eco Products” – two more promotions are on tap. The 16 May 2013 | TireReview
summer promo, “Drive 4 Performance,” slated for June 1-30, aims to drive golfers to Bridgestone retailers. Eligible tires include Bridgestone Potenza, Dueler H/P Sport and Dueler H/P Sport A/S lines. The program offers consumers a $70 MasterCard reward card or two dozen Bridgestone Tour B330 golf balls, with a sweepstakes for a trip to the 2013 Bridgestone Invitational in Akron. Bridgestone’s “Game On!” fall promo, set for Sept. 1-30, offers consumers a $70 Visa reward card or $100 GameStop gift card for eligible purchases of Potenza, Ecopia, Dueler and Turanza lines. The event includes a sweepstakes to win a trip to Super Bowl XLVIII. On the Firestone side, Stoner recapped the new “Firestone is a car company” ad campaign, for which the tiremaker partnered with ad firm Leo Burnett. “We told them we’re more than just a tire company and more than just a service company,” he said. The campaign launched in September 2012 with three 30-second commercials. New for this year are three 15-second commercials. And in February, the company launched a new Firestone website, which in-
cludes an all-new online branded merchandise shop, the Firestone Drive Store. The remaining aspect of the Firestone brand strategy for 2013 is Bridgestone Americas’ partnership with DreamWorks for the movie “Turbo,” about a garden snail who dreams of racing in the Indy 500. Firestone’s “Destination Turbo” promotion, set for May 19 through July 19, offers consumers a $50 MasterCard Reward Card and “Turbo” movie pack. Also tied in with the partnership is a multi-part sweepstakes, with an earlier segment (March 1 through April 31) that awarded a trip to the 2013 Indy 500, and a still-running segment (through Aug. 31) that awards a DreamWorks Royal Caribbean Cruise. “It’s a fully-integrated plan with events, sports, trucks, PR, a nineweek promotion and a five-month sweepstakes,” Stoner said, adding that when it comes to the company as a whole, “At the end of the day, everything we do is to make us matter more than every other brand.” ■ Denise Koeth Managing Editor dkoeth@babcox.com
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NEWS & EVENTS
Continued from Page 8
“With more than 14 years with Babcox, complemented by 15 years at the Goodyear Tire & Rubber Co., Jeff is ideally suited for this new role,” said Bill Babcox, president of Babcox Media. “We are excited to leverage Jeff’s industry expertise and business savvy to the benefit of the readers and advertisers of these two key Babcox properties.” As Babcox Media vice president, Stankard has had extensive interaction with Jim Smith, editor of TIRE REVIEW, Carol Birkland, editor of FLEET EQUIPMENT, and their respective editorial teams. “The professionalism and dedication of the editorial and sales groups are what makes our magazines invaluable to our readers and our partners,” he said. “I look forward to working even closer with these two teams as we continue to provide our readers with the highest level of relevant content to help them run more profitable and productive businesses.”
TIA Selects Cosmo as GTE Host Hotel The Cosmopolitan in Las Vegas will once again serve as the host hotel for the Global Tire Expo – Powered by TIA, part of the 2013 SEMA Show. This is the third straight year that TIA has selected The Cosmopolitan as its base for the GTE. The hotel will be the location for TIA’s annual meeting, as well as its popular Industry Honors event and Welcome Reception. The standard room rate is $189 and the reservation cut-off date is Oct. 8. To reserve rooms at The Cosmopolitan, call 800-221-3531; mention TIA to get the conference room rate. Reservations also may be made online at tphousing.com.
TBC Launches Major Franchise Expansion Effort TBC Corp. launched an aggressive expansion effort behind its three 18 May 2013 | TireReview
franchise-oriented retail tire and service store programs. The company’s TBC Retail Group is looking to add locations to its Big O Tires, Midas and SpeeDee Oil Change & Tune-Up operations across the U.S. and Canada. The company did not set a specific goal for the expansion effort, but it is offering a $10,000 discount on the initial franchise fee and a discounted royalty for the first two years of operation to those looking to become franchisees in those brand programs. TBC Retail said that the program applies to any locations that are opened on or after Feb. 1; the franchise agreement must be signed by March 31, 2014, and the store must be opened by March 31, 2015. In addition to the discounted franchise fee, TBC Retail is offering several financial incentives to new and existing franchisees. In addition to its franchised stores, TBC Retail includes companyowned Tire Kingdom, Merchant’s Tire & Auto Centers and NTB-National Tire & Battery locations in the U.S. and Canada.
KKR Acquires Alliance Tire Group Private equity firm KKR & Co. L.P. has acquired a controlling share of Alliance Tire Group. While the KKR news release did not specify the terms, reports put the deal at $650 million, including some $125 million in debt that would be assumed. Yogesh Mahansaria, president and CEO of ATG, will continue to maintain an ownership stake in the company, KKR said. Outside reports put Mahansaria’s share at around 10%. “ATG is a leader in an attractive industry with strong underlying growth drivers. We are thrilled to be partnered with Yogesh and his management team and look forward to leveraging our global network to support their continued growth,” said Sanjay Nayar, head of KKR India. Equity firm Warburg Pincus bought an 80% stake in the thenHadera, Israel-based Alliance Tire Co. in 2007 for some $150 million.
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Mahansaria, former CEO of Balkrishna Tyres, bought the remaining 20%, and assumed operational management of the company. ATG’s tires are manufactured at dedicated facilities in Israel and India, with R&D facilities in Israel, India, the U.S. and South Africa. The company sells under the brand names Alliance, Galaxy and Primex, and has a distribution agreement with China tiremaker Aeolus.
Titan, USW Agree on New Four-Year Contract There will be labor peace at Titan International’s three tire plants for the next four years as the tire and wheel maker and the USW came to terms on a new contract. The pact, approved by both sides in March, covers Titan’s plants in Des Moines, Freeport, Ill., and Bryan, Ohio. The Freeport and Bryan plants have been working without a contract since October 2010. The new contract, according to the company, gives workers a 6% pay increase over the four-year contract. The percentage of the increase each year will vary from plant to plant, but no increase in a given year will be greater than 2%. The new contract was negotiated quite quietly compared to past rounds of Titan-USW talks.
Giti Launches Tread Academy Online Training Giti Tire USA launched its online training system Tread Academy to support North American tire dealers and technicians. The site was created to educate retailers and tire buyers about GT Radial tires, and provide information on tire technology and maintenance. For tire dealers and technicians, the site’s GT Radial Certified Professional Program is a quick, straightforward way to learn specifics about products and become certified in various program modules, according to the company. The modules focus Continued on Page 20
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on all product segments: sport and performance, winter tires, passenger car and minivan, light truck tires, introduction to commercial tire sales, and advanced commercial tire sales. When a new product or test is added, users will get an email inviting them to update their certification. The site offers study guides that explain the market positioning, target vehicles, target consumer profiles with photos and descriptions, and tread features for each product. Giti Tire said dealer personnel will learn the key selling points on GT Radial products available in North America, ranging from passenger tires to medium/heavy truck tires. Also included is background information on the company and tire classification, manufacturing materials and more. Each module operates as a mini test; once users pass, they move on to the next module. Users can download and print their module certificates. Tread Academy also informs consumers about the key features and benefits of GT Radial products, and provides information on tire maintenance and basic tire technology.
TIA Releases Basic Farm Tire Service Program TIA released its long-awaited Basic Farm Tire Service (FTS) education program, which consists of 11 modules covering skills and safety guidelines for servicing farm, agricultural and construction tires. Each module addresses the stepby-step procedures for demounting, mounting and inflating single-piece tubeless and tube-type assemblies, as well as handling three-piece wheels. Basic FTS also includes the steps for removing and installing dual assemblies and using liquid ballast. The member price for the Basic FTS program is $295 ($600 for nonmembers) and includes the Instructor’s Guide, DVD and one student
workbook. Student workbooks start at $55 each ($85 for non-members), and additional tests are available for $30 each ($60 for non-members). TIA said the Basic FTS also will be available at TIA’s Online University within the next few months. For ordering information on TIA training and certification programs, contact Chris Marnett, director of training, at 800-876-8372, ext. 106 or cmarnett@tireindustry.org.
ATD Grows in Canada With Acquisition TriCan Tire Distributors Inc., a subsidiary of American Tire Distributors Holdings Inc., purchased all outstanding shares of Burlington, Ont.based Regional Tire Distributors Inc. In November 2012, ATD made its first move north of the border by purchasing all of TriCan Tire Distributors. This acquisition adds RTD’s five distribution centers in Ontario and another four across the Atlantic provinces. ATD said it plans further expansion into Canada under the TriCan name, adding both greenfield distribution centers and “potentially acquiring other Canadian distributors.”
CMA Breaks Ground for New Calif. DC CMA broke ground April 25 for its newest distribution center, located in Rancho Cucamonga, Calif. The company is building a new 129,000-square-foot warehouse that will feature dock-high and grade level bay doors with stalls for parking additional trailers, as well as natural lighting and exhaust systems for a lower carbon footprint. The facility is expected to be ready in November.
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“Rancho Cucamonga is an ideal and strategic location to support our expanding distribution needs,” said Aaron Murphy, CMA vice president. “This will be our second location in North America and we have plans to expand in the near future, building additional warehouse locations inside and outside of the U.S.”
Yokohama Sets Mexico Unit, Promotes Nash In a move to expand its business there, Yokohama Rubber Co. has created a full-fledged subsidiary company in Mexico, and has tapped a long-time American executive to lead it. Gary Nash, vice president of Yokohama Tire Corp., was named president of Yokohama Tire Mexico S. de R.L. de C.V., which will be based in Silao, Guanajuato, Mexico, and was to be fully operational in May. Yokohama said that previously it served the Mexico market – consumer, commercial and OTR – through its U.S. unit.
ITDG Gets U.S. Diamondback Distribution Deal The Independent Tire Dealers Group is now the exclusive distributor and marketer of the Diamondback passenger and light truck brand of tires in the U.S. Husky Tire of San Antonio, Texas, is providing logistical support expertise to support the program. “After another record year in group purchases of over $170 million, volume-bonus/dividend payments of $6.2 million and now over 400 points of sale in 31 states, ITDG has the ability to take on the requirements necessary to commit to an exclusive line of tires,” said Ed Long, vice president of sales and marketing for ITDG. The exclusive Diamondback brand program will enable ITDG to “further penetrate existing markets and expand into new markets that may have been more difficult in the past due to brand conflicts,” he added. ■ Rapid Response: 800-928-1184 ext. 50021 佡
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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
Albany, NY Market Period 4/2-9 Mass Merch. 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 –
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. ■
Fargo, ND Market Period 4/2-9 Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
Mass Merch. A
Avg. All
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$27.99 $30.00 $19.95 $29.95 $32.95 $28.17 $515.96** $476.00* $547.80* $547.80** $652.00** $547.91
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$79.99 $359.96**
$69.00 $89.95 $89.95 $109.99 $87.78 $476.00* $503.80** $559.80** $432.00** $466.31
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$119.00 $149.95 $150.00 $260.00 $676.00* $719.80** $655.80** $820.00*
Vehicle 3 Front Brakes, Turn Rotors $125.00 $210.00 $199.00 Replace All: 265/70R17 $439.96*** $739.32* $759.80*
$200.00 $180.00 $612.00* $699.80*
Orlando, FL Market Period 4/2-9 Mass Merch. A
Tire Dealer B
Vehicle 3 Front Brakes, Turn Rotors $179.99 Replace All: 265/70R17 $712.00**
Honolulu, HI Market Period 4/2-9 Mass Merch. A
Mass Merch. B
Tire Dealer A
Tire Dealer B
Car Dealer
$171.79 $716.72
Avg. All
$36.00 $35.00 $28.95 $459.96** $476.88** $559.80*
Avg. All
$28.00 $21.95 $29.98 $483.96* $480.00** $492.12
$79.99 $69.95 $64.95 $70.00 $88.00 $74.58 $499.96* $488.88** $439.80** $511.96* $480.00** $484.12
Mass Merch. B
Tire Dealer A
Car Dealer
$182.80 $650.18
Avg. All
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$40.00 $24.99 $42.95 $49.99 $49.99 $41.58 $579.96* $609.44* $576.00** $661.40** $600.00** $605.36
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$27.99 $31.99 $31.95 $29.00 $29.95 $30.18 $519.96** $503.96* $472.88** $362.00*** $547.96** $481.35
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$89.00 $89.99 $89.00 $98.00 $109.95 $95.19 $547.96* $579.96** $579.00** $727.28** $381.56** $563.15
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$69.99 $79.99 $69.00 79.99 $89.95 $77.78 $347.96** $423.96* $524.00* $379.00** $480.00** $430.98
Vehicle 3 Front Brakes, Turn Rotors $200.00 $250.00 $260.00 $229.00 $236.62 $235.12 Replace All: 265/70R17 $803.96* $851.96** $907.48** $908.00** $1304.96* $955.27
Vehicle 3 Front Brakes, Turn Rotors $170.00 $139.00 $100.00 $139.00 $262.14 Replace All: 265/70R17 $483.80** $556.00* $599.96** $556.00*** $736.00*
Salt Lake City, UT Market Period 4/2-9 Mass Mass Tire Merch. Merch. Dealer A B A
St. Louis, MO Market Period 4/2-9 Mass Merch. A
Mass Merch. B
$26.99 $24.95 $35.00 $33.95 $31.18 $560.00* $516.00** $480.00** $494.00** $511.59
Tire Dealer B
Car Dealer
Avg. All
Tire Dealer A
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$29.99 $26.50 $24.95 $35.99 $37.95 $507.96** $507.96* $519.80** $527.96* $576.00*
$31.08 $527.94
Vehicle 1 Oil Change/Filter Replace All: 215/60R16
$34.99 $507.96**
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$70.00 $467.00**
$89.95 $441.56*
$75.98 $496.86
Vehicle 2 4 Wheel Alignment Replace All: 225/60R16
$89.99 $487.96*
$190.00 $288.00 $644.00* $700.00*
$201.12 $630.34
Vehicle 3 Front Brakes, Turn Rotors $210.00 $160.00 $199.00 Replace All: 265/70R17 $640.00** $743.96* $672.00*
$84.99 $69.95 $520.00* $519.80**
Vehicle 3 Front Brakes, Turn Rotors $207.65 $150.00 $169.95 Replace All: 265/70R17 $555.96** $571.96** $679.80* Legend
$65.00 $535.96*
* = Tier 1 Brand
** = Tier 2 Brand
Tire Dealer B
$70.00 $59.95 $89.95 $435.96* $516.00** $452.00*
Car Dealer
$162.03 $586.35
Avg. All
$99.95 $440.00*
$81.97 $466.38
$200.00 $199.95 $696.00* $672.00*
$193.79 $684.79
*** = Private Brand/Other
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BUSINESS
MOBILE MARKETING
Manage Your Online Reputation D
o you know what your customers are saying about you online? Should you care? And, more importantly, how do you find out – and what do you do about it once you do find out? These are all questions that you must know the answers to if you want to be successful in today’s world. Like mobile marketing, social media and all other new methods of marketing, reputation management is more important than ever. Let me give you a recent example that will help bring this idea home. A friend of mine has been visiting the same repair shop for more than 30 years. He has three cars and each of them need regular maintenance and service. My friend needed new tires – and not knowing anything about tires, he went online to do some research. Now in his mind, he was just going to go to his usual repair shop that also sells tires. So he went online and typed in “tires.” Because Google knows where its users are located (whether on a smartphone, tablet or computer), it automatically provides the closest businesses that provide the product or service one is searching for. In this case, it showed him the particular auto repair facility that he had intended to go to anyway. But he was shocked by what he saw. There on the Google search results page were numerous reviews of this shop, and all rated it poor to fair. As my friend continued reading, he saw horror stories of past customers recounting how they were ripped off, how the shop was not to be trusted. Naturally, he was scared by all of this, even though he had never had a 22 May 2013 | TireReview
Find out what customers are saying about you – and how to address negative reviews BRIAN SACKS Contributing Writer brian@trackableresponse.com
bad experience himself. Then again, he realized, he didn’t know much about auto repair or tires or anything else related to his car. Because they had seemed to know what they were doing, he simply had trusted them.
there. And you can be sure he has told all of his friends and neighbors and probably his co-workers, too. One bad review doesn’t mean one lost customer. You must consider how many others are seeing those reviews,
Guess What He Did?
how they are reacting, who they are telling, and how many are staying away. This is the type of scenario that can destroy a business – quickly!
In the end, the man in this example went to a tire dealer that also was close to his home and purchased four all-season tires for a total of $932.43. What your customers are saying about you online does matter. The bad news for this repair shop was not that it lost a $900 sale – it had lost my friend as a customer, one that had three vehicles to be serviced and maintained. But it’s even worse: because he told me this story, I now will never go
Reputation Management Take a look at the information presented in the accompanying chart: • 62% of people read online reviews before making a decision to buy • 72% trust these reviews as much as a personal recommendation from a friend There are some other important stats
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■ BUSINESS: on the graphic, but stop and think about these two points for a minute. It’s almost like you are naked online and anyone can say anything they want about you – and others will trust those recommendations. It makes little sense that people will buy into a stranger’s recommendations, but that is the brave new world of retailing. I recently met with the owner of an oil and lube franchise with six locations. During our meeting, I shared with him a detailed report we ran regarding his online reputation. There were a few bad reviews and he seemed very upset. Then he blurted out that “this was pure, unadulterated #@$@#&$” (please use your imagination). This is a very frustrating situation, so I understood where he was coming from. But it doesn’t matter whether the reviews are true or not – it only matters that other potential customers are seeing this information and they do accept it as being true. Oftentimes, after hours of investigation, we are able to get to the bottom of
the bad review. Perhaps it was a simple misunderstanding or some miscommunication. Maybe it was more sinister, like an angry ex-employee or a competitor who wants to hurt your business. Maybe it was a legitimate issue that was not handled properly. But whatever the case, you need to spend the time and do the detective work to resolve the issue. I know a dealer in North Carolina that makes this a key mission with every complaint, and once the matter is resolved the shop asks the customer to go back and either rescind their bad review or offer an addendum about how the problem was corrected. He truly gets it. No business is perfect and no business is ever able to have 100% of their customers be totally happy. But that doesn’t mean you won’t get a bad review. So where can you start? 1. Find out what people are saying about you. (As a subscriber of TIRE REVIEW, we are offering a free evaluation report at mywebreputationreport.com.)
MOBILE MARKETING
2. Start monitoring what is being said about you online. 3. Create or modify business systems in order to generate five-star reviews. 4. Market those five-star reviews at all of the influential websites – Google, Yelp, etc. In order to be rated, your business must have at least 10 online reviews. Obviously you want the majority of these reviews to be four- and five-star ratings. The ratings are important, as you’ve seen. But it is more important to have a customer service culture within your business. This is the best way to encourage your customers to leave their positive comments and feedback. ■ Brian Sacks is a mobile marketing expert with more than 26 years of direct response marketing experience. He is co-founder of Trackable Response Inc., a mobile marketing provider to the tire and auto service industries, based in Catonsville, Md. Brian can be reached at brian@trackableresponse.com or 410-747-1100.
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BUSINESS
SELLING SMART
Winning & Losing: Part 2 I
n Part 1 of this column (March 2013), I addressed the principles of cooperation and empathy as effective strategies when confronted with customer complaints. To wrap up this topic, this article focuses on the importance and effectiveness of being proactive in your customer complaint interactions. First and foremost, being “proactive” means being prepared. The best companies don’t simply react to customer complaints as they occur, they strategize and prepare for situations of customer dissatisfaction before they happen. To understand the concept, recognize that this is precisely the process renowned medical institutions employ to manage patient care. When a doctor’s patient (his or her customer) passes away, this is understandably the worse outcome or, put in context, customer experience. When this happens, not only does the doctor who was in charge of the deceased patient go in front of the medical institution’s board, but all doctors in that department attend to provide their professional feedback and opinions. This process is called a “Post-Mortem Review.” The objective of this meeting is two-fold: to determine what (if anything) went wrong, and to arrive at a consensus for future treatment of like patient situations. The Ritz-Carlton employs a remarkably similar approach in managing customer complaints. All guest problems/complaints are evaluated to determine the best way to respond to ensure that the customer is excep24 May 2013 | TireReview
Manage complaint damage by putting a defined, proactive process into place
tionally pleased with the outcome. The results are documented in a Quality Control Manual that contains the potential problem/complaint and what is considered to be the best way to deal with each specific situation. According to Ritz-Carlton, there are approximately 1,000 customer
STEVE FERRANTE Contributing Editor steve@saleawayllc.com
tomer experiences before complaints are made using three components: 1) Sincere Apology: If any employee deems that there has been an undesirable customer experience, a sincere apology is made immediately. Over and above simply saying “sorry” face-to-face, a written apol-
Be prepared and ensure your staff knows your shop’s proactive customer complaint strategy in advance so problems can be taken care of immediately.
problems and appropriate resolutions currently in the manual. Each employee refers to this guide to resolve guest problems/complaints and ultimately provide a consistent customer experience across the corporation’s global locations. Southwest Airlines utilizes a similar proactive method in managing its customer complaints. According to the U.S. Department of Transportation, Southwest Airlines has the lowest rate of complaints of any major U.S. carrier. The company achieves this by employing an uncommon strategy – it responds to bad cus-
ogy is generated and sent to the customer, normally by email and always within 24 hours. 2) Brief Explanation: The second component is a brief explanation of Southwest’s understanding of what happened – the circumstances that created the less-than-perfect customer experience. This acknowledgement is vital; by reiterating the situation back to the customer, the customer feels like the company is paying attention and truly cares. 3) Gift: The final component of the company’s proactive customer complaint process is a gift. At the conclu-
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■ BUSINESS:
SELLING SMART
sion of the written apology, a gift is offered to make up for the problem, usually a voucher the customer can redeem on his next Southwest flight.
Exceeding Expectations The “gift,” as Southwest Airlines puts it, is vital to the success of the overall complaint/resolution process. If Southwest simply performed steps 1 and 2 without the added gift, then it would likely end up with customers that return to a satisfied (pre-complaint/problem) position. But by going above and beyond with the addition of a gift, Southwest ensures the customer is not only satisfied with the problem resolution, but impressed with the company’s care overall. Taking a step further toward positive customer complaint resolution, note the following Customer Complaint Action Items: • Stay calm: Don’t get angry, even if the customer is. It is not always easy to stay calm, especially if the customer is angry about something you had no control over, or when you believe they are incorrect in their accusation. • Acknowledge the importance of
26 May 2013 | TireReview
the customer: Before the customer explains the details of the problem, let them know their satisfaction is your highest priority. Tell them you are there to help. • Release the hounds: Get out of the way and ease customers’ frustration by allowing them to blow off some steam and vent. • Don’t take it personally: Listen rationally; don’t get defensive. Remember, it’s never about you. It’s about the customer. • Demonstrate empathy: Put yourself in their shoes and be a partner in solving their problem. Say something like, “If I felt like that happened to me, I would feel the same way.” • Practice active listening: Ask clarifying questions to completely understand the customer’s situation and demonstrate your care and concern. Without interrupting the customer, repeat back the situation as you understand it. • Write it down: Taking notes demonstrates what the customer is saying is important to you and that you’re taking their concern seriously.
Rapid Response: 800-928-1184 ext. 50026
• Be proactive: Take ownership of the situation and demonstrate action: “I’ll see to it that we take care of this right away.” • Resolve to solve: Above all, make sure the customer leaves feeling as you would want to feel if you were the customer. If you would not be completely satisfied with the resolution, start over. The lesson for tire and auto service personnel is clear: Be prepared and know your customer complaint strategy in advance. That way, when encountering customers’ bad experiences or complaints, you can be responsive, create consistency and provide resolutions that provide the best outcome for your customers – and your business. ■
Steve Ferrante, CEO of Sale Away LLC, is the producer and host of the Pinnacle Performance sales and customer service training program for the tire/auto service industry. He can be reached at 866-721-6086 ext. 701 or steve@saleawayllc.com.
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“
Having access to the most reliable data and market feedback is incredibly vital to our success. Especially in
Tire Review’s annual Sourcebook distills it all down for us, with industry stats, dealer outlook, and consumer feedback – along with a huge Buyer’s Guide – all in one issue. If it’s not there, it’s not important.” the fall when we start planning for the next year.
- Howard Fleischmann Sr., co-owner, Community Tire Pros & Auto Repair, Phoenix
More. Delivered.
30-35 Black_Cover Feature 5/15/13 9:26 AM Page 30
FEATURE
fields for the future Tiremakers Leaving No Stone Unturned in Re-Search for Sustainability and Savings
M
ention dandelions, corn, rice, sunflowers, soy and orange oil in conversation and the assumed topic might be health food. But these ingredients, among others, also are a growing part of the health of the tire industry. Manufacturers are cooking up all kinds of recipes that feature new raw materials intended to reduce tire weight without losing tire performance, improve fuel efficiency by reducing rolling resistance, and lessen product and process carbon footprints through green, sustainable technologies. “As of 2010, there were approximately one billion vehicles in service around the world,” explains Chuck Yurkovich, vice president of global research and development for Cooper Tire & Rubber Co. “This number is expected to double by 2030 due to increasing global population levels and middle-class growth in countries like China, India and Brazil. As a result, Cooper and other tire companies continue to explore and develop new raw materials to address these issues.” Not only are consumers demanding green tires because of increased environmental awareness, Yurkovich says other issues are driving the implementation of new materials, as well. Sustenance of a healthy environment demands that CO2 emissions
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JOANNE DRAUS KLEIN Contributing Editor
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be reduced, as stated in the Kyoto Protocol, which expects that reduction by 2020. Governmental regulation – including that of tire labeling, 2025 CAFE standards of 54.5 mpg and the like – makes new technologies a priority. Sheer economics indicate that future costs of agriculturally derived materials may be preferable to those of oil-derived products. And potential shortages of traditionally used raw materials like natural rubber and synthetics are becoming an urgent consideration. So, Yurkovich says, tire companies are increasingly looking into the use of new materials. Among them are: • Bio-oils from canola, corn and soy; • Fillers from agricultural products like starch, rice, soybean and corn; • Domestic sources of natural rubber such as dandelion, guayule and TKS; • Nano-fibers from biological and synthetic sources;
Traction, tread life and fuel efficiency due to decreased rolling resistance reportedly all are improved with the use of orange oil in tires.
• Functionalized polymers, both synthetic and from natural rubber; • Microbially-produced biopolymers; • Higher surface-area silica (greater than 200 BET or CTAB); • Higher tensile steel cord configurations to reduce tire weight; • Lighter-weight reinforcements to replace steel; • Master-batch technologies that will process these improved materials, which can’t always mix easily with conventional technologies.
“We are seeing a large transition in the tire business and its products as exciting new materials and technologies are developed,” Yurkovich says. “It’s definitely a work in progress, but we anticipate the development of new materials will continue and even accelerate in the next five to 10 years.”
Planting an Idea
the milky sap in a Russian species of dandelion contains raw rubber of the same quality found in Hevea rubber trees, manufacturers took note. Today, companies like Continental, Ford, Cooper and Bridgestone are working in conjunction with researchers at facilities like the Ohio Agricultural Research and Development Center to harvest and integrate the ingredient. These researchers, after all, say that one acre of Russian dandelions could eventually produce as many as 250 truck tires, providing a higher yield than other alternative rubber-producing plants. With natural rubber prices rising from 50 cents a pound in 2003 to $3 a pound in 2011, it’s an alternative worthy of serious consideration. “We know that there are more than 1,200 types of plants from which natural rubber could, in theory, be harvested,” says Hiroshi Mouri, president of Bridgestone Americas Center for Research and Technology, in a press release. “But finding one that could practically produce the quality and amount of rubber needed to meet the demands of today’s tire market is a challenge…We’re excited about this potentially game-changing discovery with the Russian dandelion.” Continental, meanwhile, has been following research into dandelion rubber since 2007, and is presently working in a
Given the nature of these new raw materials, everyone from Ohio farmers to Russian SHEER ECONOMICS INDICATE THAT FUTURE COSTS and German scientists are now in the tire business. OF AGRICULTURALLY DERIVED MATERIALS MAY BE Ever since Russians discovered in the 1920s the potential PREFERABLE TO THOSE OF OIL-DERIVED PRODUCTS. for harvesting rubber from dandelions, that pursuit, abanresearch consortium to explore its capabilities. “The Russian doned after World War II, has been an industry pipe dream. Because natural rubber – which provides greater re- variant provides a higher yield of natural rubber than the common dandelion,” says Dr. Boris Mergell, Continental’s sistance (more durable) than synthetic rubber – is derived largely from small rubber tree farms in Indonesia, Thailand vice president for material, process development and industrialization for tires, in a press release. “It could significantly and Malaysia, it’s a limited commodity. reduce the pressure on conventional rubber supplies.” But when scientists in Germany later discovered that Many manufacturers considering the use of dandelion
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rubber also are investigating the implementation of guayule as a natural rubber substitute. The shrub, native to the southwestern U.S. and northern Mexico, is similar to the Russian dandelion in that it, too, has qualities identical to those of natural Hevea rubber. Goodyear, Firestone and the nowdefunct Uniroyal Tire Co. in the past experimented with the raw material, some even planting acres of the shrubs in Texas and Arizona. Last spring, Bridgestone announced plans for extensive research into developing guayule as a commercially viable, renewable source of high-quality natural rubber. “This is such an exciting and innovative project,” said Bill Niaura, director of new business development for Bridgestone Americas, in a press release at the time. “It will not only help our companies meet the strong, anticipated growth in demand for natural rubber, but also constitutes a potential breakthrough for the rubber industry. This project demonstrates our commitment to environmental stewardship and sustainability through its
32 May 2013 | TireReview
Tiremakers are testing a wide variety of new materials in the hopes of developing sustainable tires that offer reduced weight and improved fuel efficiency.
potential to develop a renewable resource for natural rubber that can be grown, harvested and processed closer to market.” “As the global supply for natural rubber continues to decline, it’s becoming increasingly vital to identify a sustainable, high-quality alternative source of natural rubber,” agrees
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Cooper’s Yurkovich. “The biopolymers (extracted) from the guayule plant are used as a replacement for traditional tropical or petroleumbased rubber. Production of this biobased material is ecologically responsible and carbon neutral, and the material itself is valued for its physical performance, including increased
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■ FEATURE: elasticity, functionality, reliability and strength. “If successful, (Cooper’s research into guayule in concert with Yulex Corp.) will create a new agricultural polymer with broad-based tire industry applications,” Yurkovich adds. “It will convert desert wasteland into viable farmland for associated crops, and it will create jobs for American workers.”
A Well-Oiled Plan
plains. “In addition, many of these technologies don’t, at present, compete economically with oil-derived materials – nor yet offer acceptable performance.” To that end, some companies are developing bio-based alternatives to petroleum-derived isoprene for the production of synthetic rubber and other elastomers. Goodyear, for example, is working with DuPont Industrial Biosciences to develop a product called BioIsoprene, and unveiled a prototype
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tire last year that boasted its inclusion. Created from what Goodyear simply calls renewable raw materials, the product also is intended for use in surgical gloves, golf balls and adhesives. Other companies are focusing on different ways to create sustainable replacements for synthetic polymers and associated rubber compounds. Lehigh Technologies, a provider of sustainable rubber materials to the tire industry, has partnered with HERA
Also rising from the land are soybeans, corn and canola – all of which provide bio-oils that can replace petroleum oils in tires. Manufacturers including Goodyear and Bridgestone already have started implementing their use. And, in some cases, that usage creates a symbiotic relationship. “Our goal is to have soy oil as a component in all of our agricultural tires by the end of 2013,” says Tom Rodgers, director of agricultural tire sales and marketing at Bridgestone, in a press release. “Any opportunity to enhance the value of the commodities our customers produce is a win for the industry. It’s exciting to have the opportunity to be a customer of our customers, and we’re confident that the innovation of using soy oil in our tires is a positive for the global food market.” Fillers also are being derived from naturally grown products such as starch and rice, in addition to soy and corn, improving sustainability as they replace carbon black produced from petroleum oil. They also have the potential, Yurkovich says, to improve tire rolling resistance and weight. Meanwhile, traction, tread life and fuel efficiency due to decreased rolling resistance reportedly all are improved with the use of orange oil in tires. Yokohama is among the manufacturers already using the ingredient. Similarly, Nokian is using a silica-canola oil compound to lower rolling resistance; Michelin is using sunflower oil to improve traction; and Sumitomo is incorporating vegetable oil, reinforced with fibers made from plant cellulose. But the implementation of these farmed ingredients isn’t entirely without potential problems. “The use of these new materials has the potential to displace food-crop production, along with creating water shortages, if not properly managed,” Yurkovich exRapid Response: 800-928-1184 ext. 50033
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As for the rate of increase for the use of new materials, Yurkovich says those same drivers will determine its WEIGHT TIRES WITH IMPROVED PERFORMANCE AND speed. “We anticipate this will take place gradually over time, OVERALL CUSTOMER VALUE.” with a few new materials added every four to five years,” he Chuck Yurkovich, vice president of global research and development for Cooper Tire & Rubber Co. says. “Though large-supply quantities of domestic natural Holding, a Spanish environmental fillers to improve rolling resistance rubber are many years out, small group, to offer micronized rubber and traction while reducing petroquantities may be used in tire industry powder made from discarded tires leum use; aromatic oils, replaced by products within the next five years.” and other post-industrial rubber to its clean petroleum oils and bio-oils for So, what does all of this mean to customers, which include five of the improvements in health and environthe tire dealer and, just as importantly, top 10 global tire manufacturers. ment; and emulsion SBR polymers, reto the customer? The company calls the powder the placed by solution SBR, functionalized “Tire dealers and consumers will most sustainable tire material on the SBR and functionalized natural rubsee lighter-weight tires with improved market, reducing the need for virgin ber, for better tire performance. performance and overall customer or synthetic petroleum-derived mate“The use of all of these materials is value,” Yurkovich says. “But prices rials. Lehigh claims it’s already used currently on the decline, and will conwill increase somewhat due to the in more than 140 million tires worldtinue to be as long as the current drivnew materials used to obtain this perwide. ers are in place,” Yurkovich says of his formance level.” original list of pivotal circumstances. Given the benefits to the customer, Rolling With the Changes “We believe ‘decrease and decline’ is the dealer, the industry and the planet, As these raw materials enter the more accurate than ‘disappear’ for that may be a small price to pay. ■ marketplace, others obviously will be carbon black and emulsion SBR, displaced. Among them are carbon though aromatic oil may disappear toblack, replaced by silica and other tally.”
“TIRE DEALERS AND CONSUMERS WILL SEE LIGHTER-
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But Can We Replace This Raw Material: Air? Airless tires have the potential to improve safety or productivity in applications where tire air loss is a major concern. This has the most opportunity to benefit the customer if commercialized for use in heavy industrial and commercial tires (agricultural, mining, logging), off-road tires (4X4 vehicles, ATVs), motorcycles, military tires (Humvees), and certain public transportation tires (airplanes, buses, taxis). Airless tires also have the potential to improve fuel efficiency (air loss impact on rolling resistance). Implementation of other technologies, such as TPMS inflation systems, have the potential to dramatically reduce these benefits. One major concern: The modern pneumatic tire has co-evolved with the automobile for nearly a hundred years. It’s extremely challenging to duplicate the ride and handling char-
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acteristics, traction and treadwear performance, and durability of a pneumatic tire with any of the pro-
posed airless concepts. The emergence of entirely new mobile platforms, such as the Segway and ultra-light personal transportation systems, may open up the design envelope for airless tire
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concepts for niche applications. Airless tires will typically weigh more than pneumatic tires. More material – polymeric web – is needed to carry the same load as today’s pneumatic tire. Since air weighs less than re-enforcing materials, the airless tire will inherently weigh more than a pneumatic tire. Other potential issues are associated with reducing tire noise and maintaining or improving durability. Airless tires will most likely come into production for specific niche-tire applications if the primary challenges can be overcome within the next five to seven years. We don’t anticipate broadbased applications in the near term.
Source: Chuck Yurkovich, vice president of global research and development, Cooper Tire & Rubber Co.
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TOPSHOP FEATURE
SHANA O’MALLEY Contributing Editor
Tire Systems Inc. N.J. shop relies on strong foundation, community roots to recover after Hurricane Sandy
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n the wake of Hurricane Sandy last October, volunteers from all over the country came to the New Jersey coast to help clean up debris and restore utilities to damaged homes and businesses. After being without power for 10 days, Tire Systems Inc. owner Darryl Burker and his handful of employees got back to work as quickly as possible and were one of the first businesses able to reopen in Lakewood, N.J. The town, just miles from the New Jersey coast, was severely hit by the storm and required heavy-duty cleanup. “We saw people from Ohio and Texas, just huge crews, coming in here and cleaning everything up just to make the roadways passable,” explains Burker. He adds that the shop was able to assist the crews by fixing up vehicles that were damaged, such as nails in tires, during the cleanup process. 38 May 2013 | TireReview
Established in 1979 as a tires-only store, today Tire Systems’ six employees offer complete tire and auto service out of three bays.
More than half a year later, Burker says business is, for the most part, “back to normal,” although each day is different.
Growing Together Tire Systems Inc. was established in 1979 as a tires-only store; Burker worked there as a tire changer during summer breaks from college. By 1987, the area was changing, new housing developments were underway and there was an obvious change in demand for more vehicle service. So Burker bought the store from the original owner and added automotive service by 1990. “I went from just doing car tires to eventually moving up to light truck and medium truck tires, and with that I was able to progress up to sales and still do tire work at the same time,”
says Burker, who added that he held an exclusively sales role before transitioning to manager and owner. The three-bay shop sees the usual passenger cars and light trucks, as well as some “earthmover” trucks and the occasional marina vehicle. Even with six employees, Burker can still regularly be found out in the garage as opposed to being behind a desk. “I enjoy getting out of the office and going back in the shop and taking my mind off of things,” he says. Last year the shop signed up to be a Goodyear dealer, which Burker says has been a great opportunity. “We try and take advantage of their marketing programs and Goodyear is a brand that really needs no introduction,” says Burker. “That’s worked out pretty well for us.”
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He says other popular tire brands are General and Continental – “a major brand with good value to it” – as well as Michelin, but the shop has access to almost every tire brand.
Employees and Customers When it comes to his staff, Burker says he looks for people who are honest and possess a versatile skill set. “In a business like this, you really try to look for versatility,” he says. “It’s difficult to have a specialization area. There’s just about every make and model car available out there, so we don’t specialize in anything in particular.” Staying on top of the latest technology and techniques also is important to Burker. “We push our training because of ever-changing vehicle dynamics, so we try and stay current on just about everything that we can,” he says. When it comes down to doing business with customers, Burker says Tire Systems has a family-oriented approach. “We work as a family,” he says. “Customers like to come to a shop where there’s familiarity.”
40 May 2013 | TireReview
After Hurricane Sandy hit, the dealership was among the first businesses that were able to reopen in Lakewood, N.J.
To show extra appreciation, the company regularly thanks its customers in a personalized way. “We’ll call them and thank them and then we send them a note if they spent over $350 in one visit,” says Burker, who adds that the follow-ups have been well received. “We see how they’re doing and most of the time they
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can’t believe we’re calling them to thank them for their business.”
Outplanning Competition Within a two-mile radius of the store, Burker says there is plenty of competition. Although Tire Systems has a solid reputation that has lasted for three decades, the shop doesn’t take
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“OUR JOB IS TO MAKE YOU AWARE OF WHAT IS WRONG WITH YOUR CAR, OR POTENTIALLY WRONG WITH YOUR CAR, AND IT’S UP TO YOU TO DECIDE WHETHER OR NOT YOU WANT TO FIX IT.” any customer for granted and is always looking for new ways to go the extra mile. About a year ago, Burker partnered with the Automotive Training Institute (ATI), which he says has really helped with Tire Systems’ marketing efforts. As part of the program, business owners are assigned a coach, who they talk to weekly about their business strategies. “It’s fun for business owners because there isn’t always somebody pushing you, but you push your employees,” says Burker. “So now I actually feel accountable to someone.” He says the program made him re-
alize that one of the areas in which the shop was failing was providing courtesy checks to every customer. “So we made a 30-point inspection that we stick to and it’s really helped grow our business,” says Burker. He adds that Tire Systems sends out reminder cards to customers when it’s time for certain services. “Our job is to make you aware of what is wrong with your car, or potentially wrong with your car, and it’s up to you to decide
Tire Systems owner Darryl Burker (left) says he looks for people who are honest and possess a versatile skill set when selecting employees.
whether or not you want to fix it,” he says.
Community Growth Over the years, Burker and his staff have gotten to know many families and regularly sponsor little league teams and charitable organizations that benefit the community, such as the Oceans of Love charity for children with cancer. Burker also is an active soccer coach. “It has to be a win-win situation,” says Burker. “They’re winning because they’re getting advertising and we’re winning because we receive good word of mouth and exposure; you have someone out there trumpeting your services.” The company also has started to embrace social media such as Twitter and Facebook. Despite a rough patch during Hurricane Sandy, Burker says business has been strong and he’s expecting an up year. Concerning further growth, the dealership’s showroom recently received a makeover after 20 years; the shop also is currently undergoing construction of a fourth bay. ■ Rapid Response: 800-928-1184 ext. 50042 42 May 2013 | TireReview
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TIRES FEATURE
JOANNE DRAUS KLEIN Contributing Editor
Poised for Profits Lawn and landscape tire market ready to grow
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ome say the number of garage doors left open on any given weekend can be a good indicator of the lawn and landscape tire market. “Right now, none are open,” quips Jeff Nowlin, sales manager at
>TAKEAWAYS • SLUGGISH SALES WILL PICK UP • LOW INVESTMENT, HIGH PROFITS • DEALERS NEED SPECIALIZED KNOWLEDGE, EQUIPMENT • ASSESS YOUR MARKET’S NEEDS • CUSTOMERS SEEK LONG LIFE, HIGH QUALITY & CONVENIENCE 44 May 2013 | TireReview
Martin Wheel/Kenda Group, who says a customer once relayed that folksy correlation. “To date, (sales within the segment) have been very sluggish in the aftermarket. I believe this is a direct result of the recent long and cold winter.” Where are those warm-weather trends when dealers of residential lawn/garden and commercial landscape tires need them? “Unusually nice weather started the 2012 season early,” says Brian Preheim, outdoor power equipment (OPE) product marketing manager at Carlisle Transportation Products. “In comparison, 2013 has had a slower start. But the moisture received across much of the country should extend the selling season.” Preheim does, however, see the segment slowly rebounding from the economic decline of 2008. He says Carlisle has experienced gains in both residential and commercial OPE
replacements. So, while he says the market for OE sales has been flat, he does see signs of growth. “In talking with our customers,” Nowlin agrees, “2013 may be flat due to consumer confidence. Wall Street may be going great guns, but Main Street is finding things a little difficult.” “We expect greater growth overall by the end of the year,” adds Bill Haney, sales manager for BKT USA Inc. “This will be due to an upcoming change in shipping strategy that will enhance even more the concept of freight savings.” Haney says BKT’s replacement sales had a 100% increase in 2012 over 2011. “These tires make natural container fill tires to optimize the space available in the shipping containers with larger tires,” he says. “Our customers like this extra dimension.” One of the things driving sales in
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■ FEATURE: the segment is technological advancement. BKT, for example, includes aramid cord and high-quality compounds in its products. Meanwhile, Kenda’s “hot button,” in Nowlin’s terms, is the flat-free tire. “Most manufacturers of higher-end or commercial products insist that the steering and gauge wheels be flat-free,” he says. Kenda offers about 300 tires in the OPE consumer and commercial marketplaces. Nowlin says that, based on 2012 sales, 40 SKUs represented about 70% of the company’s sales. “I think that, if the average dealer restricted his inventory to four-ply product only, he could probably serve the largest portion of his market with 24 SKUs in stock,” he adds. Preheim breaks down Carlisle’s SKU count to including about seven in the residential mower market, six among common rear drive sizes, and four in the front niche, with about 20 covering most of the market. “Many sizes are used in both the residential and commercial segments,” he explains. “The commercial segment needs more robust tires due to the longer hours of use. The primary differentiators are ply rating, tread pattern, tread depth and tread compound.”
Dealer Considerations But tire dealers entering this market for the first time needn’t worry about ordering too much stock, Haney advises. “These tires do not
TIRES
The lawn and landscape tire segment includes two types of customers: commercial users, who seek tires that offer high quality and long life, and residential users, who look for convenient availability.
represent high cost versus other types of tires,” he says. “For a low investment, they can carry a highprofit item.” There are, however, other things for a new dealer to consider. “The biggest issue will be familiarity,” Nowlin says. “The average tire dealer knows the automotive and light-truck market. OPE products are an entirely different animal. Not only does he have the issue of sizes and applications, the average tire dealer doesn’t know how to service, nor does he have the appropriate equipment to service, these products.”
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Among the differences between a lawn/landscape tire and a standard P-metric are that passenger car tires have radial construction, while this niche is bias-ply. “The wear resistance and comfort or ride are not as critical here as they are for automotive tires,” Nowlin says. “But the size spec is very critical, as it affects cutting efficiency.” So, Preheim strongly suggests that new dealers research and assess the segment. “They should assess the market needs of the region they service to ensure they stock and sell tires that buyers want,” he says. “They also should speak with local lawn
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COMMON LAWN/LANDSCAPE TIRE SIZES RESIDENTIAL MOWERS: 15X6.00-6, 16X6.50-8, 18X8.50-8, 18X9.50-8, 20X8.00-8, 20X10.00-8, 22X9.50-12 COMMERCIAL EQUIPMENT: REAR: 24X12.00-12, 24X9.50-12, 22X11.00-10, 26X12.00-12, 23X10.50-12, 23X9.50-12 FRONT: 9X3.50-4, 11X4.00-5, 13X5.00-6, 13X6.50-6 maintenance companies about the type of equipment they use, the tire sizes they need, and their maintenance routine. That will help focus inventory decisions.”
Customer Demands Exactly what does a typical buyer want? Haney summarizes it in terms of high quality and long life for commercial users, and convenient availability for residential users. But Preheim suggests otherwise:
equipment, but also for golf and utility vehicles. Its Turf Pro is a consumer product made especially for lower-ended rear-engine riders and lawn tractors. The company’s K500 Super Turf and Turf 505/K513/K507 primarily are used on commercial cutting units and zero turning radius (ZTR) mowers. And its Rib and Smooth tires both are used on consumer and commercial products. As for Carlisle, it offers the Turf Master and Multi Trac C/S, which
“DEALERS SHOULD ASSESS THEIR MARKET NEEDS TO ENSURE THEY STOCK AND SELL TIRES THAT BUYERS WANT...” - Preheim “Availability is important for both segments, but particularly for the commercial users. Any downtime from yard maintenance cuts into their livelihood.” Meanwhile, Nowlin says consumer product buyers are swayed by price, as well as by whether the replacement tire is the same kind originally on their mower. Commercial product users, however, “are all about hours of service,” he says. “The more hours they can have a machine running, the better their overall picture will be.” In the end, there are virtually as many tread patterns as there are applications for which the tires are used. Kenda’s Turf Rider and Grass Hopper, for example, are not only for consumer and commercial
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are popularly used as rear drive tires on commercial segment ZTRs, while its Smooth and Rib tires are commonly used for front swivel casters. The company’s new Turf Smart line provides enhanced traction through better design and a new groove ejection system that promotes self-cleaning. It’s directed toward the commercial segment as a rear ZTR drive tire. So, whether a customer comes from an industrial, commercial, home or even farming environment, the sales potential seems huge for this small tire niche. Nevermind the slow spring. Garage doors are opening everywhere. ■
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SERVICE FEATURE
LARRY CARLEY Contributing Writer
Hybrid Vehicle Service
Examining operation, maintenance and service in the popular Honda Civic Hybrid
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he Honda Civic Hybrid is now in its third generation, with more than 200,000 cars sold to date since its introduction to the U.S. market back in 2002 as a model year 2003. The Civic Hybrid was Honda’s answer to the Toyota Prius, and was its second hybrid offering following its two-seat Insight that was introduced in 1999 as a model year 2000. The first generation Civic Hybrids in the U.S. market are the 2003-05 models, the second generation cars are the 2006-11 models, and the third generation started with model year 2012. The Civic Hybrid models are a different breed of hybrid than the more sophisticated Toyota Prius in that there is only a minimal full-electric mode of operation. Unlike the Prius, which can start up and drive on battery power alone for a limited distance and speed, the Civic uses its Integrated Motor Assist (IMA) system primarily to boost engine power when extra oomph is needed to accelerate, pass or climb a hill. The electric motor produces only 13 hp in first generation Civics, 20 hp in second generation models and 23 hp in the third generation, so the amount of assist isn’t that much. 48 May 2013 | TireReview
The gasoline engine, by comparison, makes 85 hp in first generation Civics and 93 hp in the second and third generation cars, so most of the power that drives the car comes from the gasoline engine, not the IMA electric motor. The IMA electric motor is attached to the engine’s flywheel, so the engine has to be turning for the electric motor to contribute power to the drivetrain (unlike a Prius, which can decouple its electric motors from the engine). Consequently, there is no start-up electriconly mode of operation in a Civic Hybrid as there is with a Prius. However, on second and third generation Civic Hybrids, there is a full electric mode that may occur briefly depending on the charge level of the IMA battery while cruising under light load between 15 and 20 mph. When this happens, the engine’s cylinders are temporarily deactivated and the car is propelled by battery power alone to save fuel. First and second generation Civic Hybrids are powered by a 1.3L VTEC engine that can deactivate three cylinders (first generation) or all four cylinders (second generation) during deceleration to save fuel. The third
generation cars get a larger 1.5L VTEC engine, but the power output is the same as the previous models.
Honda Battery Problems The number one problem with Honda Civic Hybrids has been the high-voltage IMA battery. The first generation cars use a 144-volt nickel metal hydride (NiMH) battery, while second generation cars use a higher voltage 158.4V NiMH battery. Third generation cars use a totally different kind of battery, a lithium-ion 158V battery that is about 30% more powerful than that in the previous models. The problem with the first and second generation batteries is that they can fail prematurely for a variety of reasons. Undercharging is one, and overheating is another. According to some sources, average battery life in these vehicles is only about seven years, and the second generation cars are worse than the first. For the high-voltage IMA battery to last, it must be kept at or above a 50%-60% state of charge (SOC) most of the time. That means driving the car frequently enough to keep the battery charged (at least once every month). If the car sits for more than a
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THE CIVIC HYBRID MODELS ARE A DIFFERENT BREED OF HYBRID THAN THE MORE SOPHISTICATED TOYOTA PRIUS IN THAT THERE IS ONLY A MINIMAL FULL-ELECTRIC MODE OF OPERATION. month in extreme conditions like heat, the battery may get so low that it never fully recovers and eventually fails. What’s more, if the battery sits fully charged (80% SOC or more) for more than 90 days, it often will fail within a matter of months. According to one report in the Los Angeles Times, more than 4% of the high-voltage batteries in 2006-08 Honda Civic Hybrids have been replaced – a figure that’s unacceptably high, according to the California Bureau of Auto Repair. Many of the premature battery failure problems have been blamed on the driving habits of the vehicle owners: not driving the cars often enough or far enough to keep the battery fully charged. To address this issue, Honda came out with a software update to extend battery life. Honda blames its premature battery failure problem on “frequent stop-andgo city driving with the A/C on, especially during warm weather. This type of driving can leave the IMA battery in a low state of charge. Over time, this can cause battery deterioration and failure.” The Honda TSB software update (09058 and more recently 10-034) essentially “detunes” the IMA system so it uses assist less often, and, thus, puts less load and stress on the battery. Some Civic owners have complained that their cars feel more sluggish or don’t get the same mileage after they’ve had the control software updated (which actually involves reflashing the IMA battery software, the PGM-FI engine control software and the CVT transmission software). If an IMA battery fails, it’s expensive to replace. Honda dealers are reportedly charging from $3,000 to as much as $4,000 to replace batteries that are not covered by warranty – which is another issue in itself.
Battery Warranty Issues
Rapid Response: 800-928-1184 ext. 50050 50 May 2013 | TireReview
Civic owners who have had a hybrid battery call it quits have frequently encountered confusing and misleading information about their battery’s warranty coverage. We looked into this issue and found that basically the bat-
tery’s warranty coverage will vary depending on the emissions certification of the vehicle, the state where it was originally registered, its VIN number, and its age and mileage since it was manufactured. In California and other states that have similar SULEV and PZEV emission rules (which includes California, New York, Vermont, Maine, Massachusetts, Rhode Island and Connecticut, plus New Jersey, Oregon, Washington, Pennsylvania, New Mexico and Florida since 2010), the IMA battery warranty is 10 years or 150,000 miles. On the third generation vehicles, Honda says the battery warranty in these states is 15 years or 150,000 miles. For every other state, the battery warranty is eight years or 80,000 miles, whichever comes first. If a failed battery is still under warranty, Honda will replace it at no cost to the owner. If the battery is out of warranty, Honda sells a “refurbished” battery for around $2,200 plus installation (which comes with a one-year warranty) or a new battery for around $3,000 plus installation (which comes with a three-year warranty). Aftermarket refurbished batteries also are available for around $1,700 to $2,200 (plus the car’s old battery) from sources such as re-involt.com or hybrid-battery.com. Most hybrid experts caution against replacing a dead battery with one from a salvage yard because chances are a used battery has been sitting in a discharged state for a long time and won’t last if it’s returned to service. The problem is that some NiMH cells discharge at a different rate than others. This upsets the internal charge balance of the battery and prevents the battery from recharging normally, which will eventually cause it to fail.
Battery Diagnosis Honda’s self-diagnostics cover the IMA system pretty well, and will usually detect most problems in the IMA system or battery. When such a fault occurs, the system will set a fault code and turn on the IMA warning light. So, if the IMA warning light is illuminated on a customer’s car, plug in a scan tool to find out what’s the matter. Some after-
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market scan tools can display IMA fault codes, but others may not have all of the codes or be capable of accessing all of the system data or self-tests. Craig Van Batenburg of ACDC Hybrid training (fixhybrid.com) recommends using a Honda scan tool, such as the Vetronix Mastertech for 2003 models, or a Teradyne scan tool for 2004 and later models. Any of the following codes usually meana the car needs a new battery: P0A7E, P0A7F, P1435, P1446 or P1570. Other battery-related codes include: P1447, P1449, P0A9D, P0A9E, P0AC7, P0ACD, P1574, P0A27 and P0AE1. These codes indicate battery-related faults that may or may not require replacing the battery. If you’re clearing codes with an aftermarket scan tool, Van Batenburg says the 2003 Honda Civic Hybrids have a quirk that requires you to clear the codes twice before the IMA warning light will stay off. He also said these models may have P1440 and P1679 codes, which are false codes and can be ignored.
If the hybrid battery in a Civic is discharged, Van Batenburg offers the following advice for recharging it (since no high-voltage battery charger is available for such purposes): Just start the car and let the engine recharge the battery. Remove the #15 fuse from the underhood fuse panel and run the engine at 3,000 rpm to fast-charge the battery. When all of the status bars on the dash charge indicator are illuminated, the battery is fully charged. Something else to keep in mind about the Civic Hybrid is that it has a conventional 12-volt starter as a backup in case there is a failure with the high-voltage IMA system. If the IMA battery has sufficient charge, the IMA electric motor on the flywheel will start the engine, otherwise the conventional 12V starter will kick in to crank the engine to life. The 12V starter also is used in extreme cold. The high-voltage hybrid battery can be dangerous because of the potential shock hazard. There is one Honda-approved way to disable the
Rapid Response: 800-928-1184 ext. 50052 52 May 2013 | TireReview
high-voltage IMA system. Turn off the ignition and disconnect the negative ground cable from the conventional 12-volt battery in the engine compartment. This will disable the IMA controller and prevent it from routing high voltage into the IMA system. Then, remove the back seat, remove the small switch cover on the battery pack and turn off the switch (down). Wait at least five minutes for the system’s high-voltage capacitors to discharge before working on the battery or other IMA high-voltage components. If any work needs to be done on the hybrid battery junction board or control module, wear insulated gloves and use insulated tools. For normal maintenance and repairs to non-IMA system components, there’s no need to disconnect the hybrid battery or disable the IMA system. Just make sure the ignition is off. Even so, avoid touching any orangecolor-coded, high-voltage cables.
Maintenance & Repairs There have been few problems with the IMA electric motor on the back of the engine, but if you have to pull one you’ll need a special $700 puller to get it off. The engine in the Civic Hybrid requires 0W-20 motor oil. If a heavierviscosity motor oil is used, it may adversely affect the operation of the VTEC valve control system. Not changing the oil often enough also can foul the VTEC valve control system and set a P1259 code. On first generation Civic Hybrids, the oil filter needs to be prefilled with oil before it’s installed. Most technicians don’t take the time to do this, but not filling it can allow air to be pumped into the VTEC control system, causing a P1021 code to be set. Another common code on these cars is a P1491 EGR code. This can be caused by a buildup of carbon under the engine’s EGR valve. Cleaning the EGR port every 60,000 to 90,000 miles will prevent this from happening. The Continuously Variable Transmission (CVT) requires a special Honda fluid, and also requires a special relearn driving procedure if the battery has been disconnected or replaced. Van Batenburg says if a Civic Hybrid is experiencing a driveability problem and you’re not sure if it’s the
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■ FEATURE: gas engine or the IMA system, remove the IMA fuse and drive the car in gas-only mode. If the problem goes away, the fault is in the IMA system. If the fault is still there, it’s in the gas engine control system. On second and third generation Civic Hybrids, a combination belt/electric drive A/C compressor is used. It requires a special insulating compressor oil: Sanden SE-10Y (P/N 38899-RCJA01). The A/C compressor works in conjunction with the engine’s idle stop system to keep the A/C going if the engine shuts off when the vehicle is stopped. Normally, the engine stop system will kill the engine momentarily when the vehicle comes to a halt after being driven at 7 mph or faster. However, the idle stop system won’t kill the engine if the car is suddenly braked (panic stop), when the engine temperature is too low (cold engine), when the defrosters are on, when there are high electrical loads on the system, when ambient temperatures are too high and the A/C is running on the fourth or fifth high-speed setting, when the hybrid battery is too low, or when
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any IMA-related faults are present.
Suspension Issues Civic Hybrids are equipped with Antilock Brakes (ABS) and Traction Control (TC), as well as Electronic Brake Distribution (EBD) to shift more braking effort to the rear brakes. EBD reduces stopping distances but also increases rear brake lining wear, requiring more frequent replacement of the rear brakes. In 2009, Civic Hybrids got vehicle stability assist (VSA). The VSA system helps counter oversteer and understeer by braking either the inside or outside wheels using pressure from the ABS pump. The VSA inputs come from the wheel speed sensors, brake pedal, yaw sensor (which monitors body motions) and a steering angle sensor (which monitors the driver’s steering inputs). Problems are limited mostly to faulty wheel speed sensor signals (often due to wiring faults). A WSS fault will set a code and disable the VSA/ABS/TC/EBD systems since all rely on WSS inputs for accurate control. Honda TSB 09-005 (Feb. 6, 2009) re-
SERVICE
ports that a thump, pop or clunk noise from the rear suspension when driving over bumps may be caused by a loose bump stop on one or both rear shock absorbers. The problem can be diagnosed by squeezing the rubber dust boot around the rear shocks. If the bump stop has come loose and slides down, you’ll feel it inside the dust boot. The fix is to replace both rear shocks. Another brake problem reported on 2006-08 Civic Hybrids is a short buzzing sound that occurs when the brakes are applied. The noise is coming from the hydraulic booster. Honda TSB 08-057 (Sept. 26, 2008) says the fix is to replace the master cylinder servo assembly, P/N 01469-SNC-315. Uneven or rapid rear tire wear on 2006-07 Civic Hybrids can be caused by rear wheel misalignment. Honda recommends installing a rear upper control arm kit, P/N 04523-SNA-A01, to reduce play in the rear suspension, and to adjust rear camber to -1.5 to zero degrees, and rear toe to 2 mm. ■
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■ FEATURE:
SERVICE ANDREW MARKEL Contributing Writer
Brake Pad Life Maximize mileage by performing complete brake jobs with quality parts
E
very technician knows it is impossible to estimate how long a set of brake pads will last. But, due to changing ownership cycles, your customers are developing new expectations you’ll have to deal with. In 2012, according to R.L. Polk, the average consumer held onto a vehicle for 57 months – up from 38 months in 2002. If a customer drives 15,000 miles a year, they will accumulate 23,000 more miles before trading in the vehicle. These extra miles could mean an extra front brake job or the replacement of the rear pads during the ownership cycle. These repair incidents create points of reference that form certain expectations that were not there just a decade ago. In some cases, though, reality may not meet customer expectations. Why? Each time the brakes are serviced, the pads could be compromised by previous brake jobs that did not restore them to like-new condition. Brake hardware might not have been replaced during the first brake job. Halfway through the customer-expected life of the pads, the abutment clips may have corroded and lost their spring. Now the pads are wearing unevenly and there may be noise before the wear sensor hits the rotor.
54 May 2013 | TireReview
The guide pins could have been neglected. Now the pads are wearing very unevenly and the customer will notice that mileage between pad changes has dropped significantly. Performing a complete brake job will break the cycle, and hopefully return the vehicle to a normal pad replacement interval. A normal customer-expected wear interval cannot be achieved if a lowquality brake pad set is used. One corner that is often cut is in the quality of the backing plate and how well it retains the friction material during the life of the pad. Keeping a friction material attached to a piece of metal under pressures of more than 1,400 psi and extreme shearing forces is not something to take for granted when selecting a replacement brake pad. If the attachment method and implementation is substandard, it can result in noise and eventual failure
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of the pad before it is worn to OEM specifications. This is called edge lift or delamination, and it is caused by failure of the attachment method. Often it is hastened by corrosion. The first symptom of the failure is excessive brake noise, generated by the separation causing irregularities in the braking surface and the pad now having completely different NVH properties. Some manufacturers are using mechanical attachment methods that can prevent delamination in a brake pad. This technology allows brake pads to be run down to the last few millimeters of friction material. The bond can be resistant to shear loads, corrosion and heat. In a recent TIRE REVIEW survey of technicians and shops, noise was the primary reason why customers brought their vehicles in to have the brakes inspected. They did not bring it in for a lowpriced brake job – they want safety, not a low price. Customers can see the value in getting more miles out of a complete brake job, rather than a cheap brake job that has them returning to you 10,000 miles sooner. ■
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TIRES
TPMS
TPMS Diagnostic Strategies T
he first step in any diagnostic strategy is to figure out if your customer’s vehicle actually has a TPMS problem. Any number of things can cause the TPMS warning light to come on or flash. The light should illuminate when a tire is low, and should eventually go out after the low tire has been inflated to its recommended pressure. If the light remains on after checking/inflating the tires, or if it flashes and remains illuminated, it may signal a TPMS problem that will require further diagnosis. TPMS problems can include any of the following: • A TPMS sensor that has stopped functioning because the battery has died. • A TPMS sensor that is working intermittently due to a weak or failing battery. • The TPMS module is not receiving a signal from one or more sensors because of an antenna or wiring fault. • The TPMS module itself is not functioning properly or has failed because of a voltage supply, wiring or internal electronics fault. • The tires were serviced or rotated recently and the relearn procedure was not done correctly. • The vehicle owner does not understand how their TPMS system actually works.
Step-by-Step One of the diagnostic mantras preached by service experts today is “Test Before Touch.” Basically, you should always use a TPMS tool to ac56 May 2013 | TireReview
Dig a little deeper to find the true causes of the most puzzling TPMS problems
tivate and check the response signal from each tire pressure sensor in each wheel before you do anything else. This will tell you: 1) whether or not each sensor is capable of generating a signal; and 2) if the sensor is
LARRY CARLEY Contributing Writer
vary up to 5 psi or more. The most accurate gauges are the electronic digital ones because many have a self-calibrating feature that compensates for changes in ambient air temperature.
Always use a TPMS tool to activate and check the response signal from each tire pressure sensor in each wheel before you do anything else.
generating a signal whether or not the pressure reading is accurate. The pressure reading from a sensor can be easily verified by checking the actual pressure in the tire with a gauge. If the pressure value displayed on your TPMS tool from a sensor reads 32 psi, you should find 32 psi when you check the pressure with a gauge. A key point here is that your tire pressure gauge must be accurately calibrated. Those cheap spring-loaded stick-style tire pressure gauges often
Bad Stems & Aging Sensors Also watch out for corroded or damaged TPMS valve stems. The valve stem on each wheel should be visually inspected for corrosion or other damage that might affect the integrity of the valve stem. Consider the age and mileage of the vehicle when doing your diagnosis. The average life of the battery inside a brand-new factory TPMS sensor is around seven to 10 years, depending on use. The more the vehicle is driven, the more often the
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■ TIRES:
TPMS
TPMS sensors generate their signals and the faster they use up their remaining battery life.
How to Proceed If you find a TPMS sensor that is not functioning or reading accurately, the natural assumption is that the sensor is the problem and that replacing it will fix the issue. Usually it will. But until you check the rest of the TPMS system, there’s no guarantee a bad sensor is the only problem that may be affecting the operation of the system. If all of the sensors appear to be working normally and all of the tires are inflated to the recommended pressure, but the TPMS warning light is remaining on or flashing, you’ll have to dig deeper to uncover the fault. For the next step, you’ll need a TPMS tool or scan tool that can communicate with the TPMS system via the OBD II diagnostic connector under the instrument panel. After plugging in your tool, read out any fault codes that are found and write
A TPMS tool or scan tool that can communicate with the TPMS system via the OBD II diagnostic connector is important in diagnosing and correcting TPMS issues.
down the code(s) so the information isn’t lost when you clear the module’s memory. You might find a code indicating one or more bad TPMS sensors because there is no signal coming from the sensor. But if you already checked each sensor with your TPMS tool and didn’t find any problems, you know the problem isn’t the sensor. Consequently, the only explanation is that the sensor signal is not getting through to the module. The problem could be a damaged or shorted antenna near the wheel, or a wiring fault between the antenna and the module. If you suspect the TPMS module is not receiving a good signal from one or more sensors, check the antenna wiring for continuity and problems such as shorts, opens or high resistance. A voltage drop test across any wiring connections should read 0.10 volts or less. If you find a higher voltage
Rapid Response: 800-928-1184 ext. 50058 58 May 2013 | TireReview
drop reading, it indicates excessive resistance that is affecting the quality of the signal. If the antenna wiring checks out but the TPMS module is still generating a “no sensor signal” code, the fault is likely within the module itself. But before you condemn the module and tell your customer the TPMS module needs to be replaced, make sure you check the TPMS module voltage supply and ground connections, because low voltage can make any electronic module misbehave and act quirky. On some vehicles, the signals to the TPMS module are shared or go through the keyless entry system, so a wiring problem that affects the keyless entry system could cause a problem with the TPMS system. The TPMS module may be working fine but is not getting the right information from the keyless entry system. That’s why you should always look up the OEM service information for the vehicle you are working on to see how the TPMS system operates – especially if you are having difficulty figuring out a problem. You also should check for any TSBs. Something else that can cause a TPMS system to malfunction or set false codes is electromagnetic interference (EMI). EMI from another source might be messing with the TPMS signals and confusing the system. Electrical crosstalk between adjacent wiring circuits can occur when the magnetic field around a wire that runs parallel to another wire induces a current in the second wire. ■
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TIRES
TIRE TECH
Tire Types and Load Capacity T
he most important consideration when selecting replacement tires for a van, pickup truck or SUV is to maintain sufficient load carrying capacity. A vehicle and its load are completely supported by the inflated tires. If the installed tire’s load rating is insufficient for the vehicle, even a sound tire may become overheated, creating a real risk of tire failure. The maximum load and maximum inflation ratings can be found on the sidewall of all tires. These figures specify the maximum safe load that can be placed on a tire and the maximum allowable tire pressure. A tire’s internal construction determines its ability to withstand pressure. Stronger construction allows the use of higher inflation pressures, and, for a given size, increases the load a tire can carry. It is important to never exceed a tire’s maximum load rating, or the maximum vehicle load limit shown on the vehicle tire placard (whichever is less); regardless of what a customer may request. Three tire-sizing systems are used on the OE tires fitted to today’s light trucks: Euro-metric; P-metric (passenger metric); and LT-metric (light truck metric). Euro-metric tires (such as 235/70R16) originated in Europe in the 1960s and originally were intended to use metric measurements to indicate a tire’s section width. As more profiles and load capacities were demanded by automobile manufacturers, tire companies responded with new sizes. P-metric tires (such as P235/70R16) were introduced by U.S. tire manufacturers in the 1970s and are designed
Swapping P-metric for LT-metric requires key load considerations and calculations
for use on vehicles principally intended to carry passengers. The load capacities of P-metric tires are the result of an engineering formula that includes both the physical dimensions of the tire and its maximum inflation pressure. Euro-metric and P-metric tires of the same numerical size (e.g., P205/55R16 and 205/55R16) have
RICH ASHLEY Contributing Editor
Standard Load or Extra Load capacities. Most Standard Load tires have a maximum inflation pressure of 35 psi and their load carrying capability reaches a peak at that pressure. Raising the air pressure does not increase the load capacity. Some Standard Load tires are marked with a maximum inflation pressure of 44 psi, but are still rated for
The combination of better ride, greater fuel efficiency and less noise has resulted in P-metric tires being used extensively for light truck applications.
equivalent dimensions and vary only slightly in load capacity. If Euro-metric and P-metric tires of the same numeric size also have the same performance category and the same speed rating, they are interchangeable and functionally identical if used in axle pairs or sets of four. For the rest of this article, we’ll simplify things by referring to Eurometric and P-metric tires as “P-metric.”
The Load on Loads P-metric tires are rated for either
their maximum load capacity at 35 psi. The additional inflation pressure may allow the tire to meet special performance requirements, but it does not increase the tire’s load carrying capacity. Extra Load-rated tires are designed for a maximum inflation pressure of 41 psi and their maximum load capacity is reached at that inflation. Usually Extra Load tires have an “Extra Load” marking and may be identified by an “XL” or “RF” (reinforced) in the size designation (e.g., P235/75R15 XL). TireReview.com 59
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■ TIRES:
TIRE TECH
There are a few vehicles that require XL tires to support the weight of the vehicle. LT-metric tires were specifically developed for use on light trucks and have a number of characteristics that differentiate them from P-metric tires. An LT tire is built more robustly than a P-metric tire, primarily to handle heavy loads under adverse conditions. Heavier body plies and larger bead bundles allow LT tires to be inflated to higher pressures, increasing the tire’s load capacity and allowing them to carry a heavy load continuously (not just occasionally) without overheating and failing. All load range “C” tires (the old “6ply” rating) can be inflated to 50 psi, “D” (8-ply) to 65 psi and “E” (10-ply) to 80 psi. LT tires are designed to minimize internal heat and to endure elevated internal heat levels for long periods. Typically, LT tires are made of higher quality materials than P-metric tires, and their construction is much more robust, with heavier sidewalls and denser, higher quality steel belts. LT tires also are designed to endure greater physical abuse than P-metric tires, and some LTs are similar to the heavy-duty tires fitted to 18-wheelers and buses, using all-steel construction. LTs can handle sidewall abrasions better than P-metrics and are better suited to off-road and construction site use. Usually, LT tires have deeper tread depths than their P-metric counterparts. The trade-offs for these strengths include significantly higher weight, a stiffer ride, increased rolling resistance and reduced fuel efficiency. The differences in load capacity and required inflation pressure prohibit mixing LT-metric tires with P-metric tires. It also creates problems when trying to replace P-metric tires with dimensionally equivalent LT-metric tires, and vice versa.
P vs. LT Although originally developed for cars, most vans, pickups and SUVs are used primarily to carry passengers and P-metric tires are typically lighter, with lower rolling resistance and less aggressive tread designs than typical LT-metric tires. The combination of better ride, greater fuel efficiency and less noise has resulted in P-metric tires being 60 May 2013 | TireReview
used extensively for light truck applications. However, vans, pickup trucks and SUVs typically have a higher center of gravity and greater probability of being overloaded than passenger cars. In order to accommodate this, vehicle engineers are required by Federal Motor Vehicle Safety Standards to specify P-metric sized tires rated to carry 10% more weight than would be required if they were used on a passenger car. This is the equivalent of dividing the tire’s sidewall branded load capacity by 1.10. For example, a P265/75R16 114S tire has a maximum load rating of 2,601 lbs. at 35 psi. However, when this tire is installed on a light truck, the load rating is reduced by a factor of 1.10 to 2,365 lbs. at 35 psi. If you replace a P-metric OE tire
>TAKEAWAYS • ’XL’ OR ‘RF’ FOR EXTRA LOAD APPLICATIONS • REPLACE P- OR LT-METRIC WITH SAME TYPE • CHECK TRA FOR PROPER LOAD/INFLATION DATA with an LT-metric tire, it must be of a size and load range that will offer equal or higher load carrying capacity compared to the OE tire on the vehicle. The ability of any tire to support a specific load is solely based on the inflation pressure within the tire, and the maximum load and inflation capability of the tire. Even tires with the most robust design and construction will fail in service when underinflated. Size-for-size, compared to P-metric tires, LT tires require higher air pressures to carry equivalent loads. Failure to adjust air pressures to achieve the vehicle’s load requirement will result in tire fatigue and eventual tire failure due to excessive heat build-up. Because of the higher inflation required by LT tires, they often are not appropriate replacements for OE P-metric tires due to ride harshness caused by higher inflation pressure. As an example, consider an OE
P265/75R16 114S with a maximum load of 2,601 lbs. at 35 psi. If a LT265/75R16 Load Range C is to be used as a replacement, to carry an equivalent load the LT tire must be inflated to 50 psi. Even an LT265/75R16 Load Range D or E tire must be inflated to 50 psi to carry the load the P-metric tire carries at 35 psi. The Tire and Rim Association Yearbook can be used to find the load of the original tire according to the inflation pressure shown on the vehicle’s tire information placard. You can then refer to the “Light Truck” load and inflation tables and apply the inflation pressure that corresponds to the required load of the P-metric tire. On the other hand, if you replace an OE LT tire with a P-metric tire, check the load requirements carefully. Many times, the P-metric tire does not offer enough load capacity. Also remember that you must reduce the P-metric loads by a factor of 1.10 when replacing OE LT tires. Always select a tire that offers a greater or reserve load capacity, which will help the vehicle handle and respond to higher-stress emergency situations. Here, too, the Yearbook can help determine the appropriate tire and inflation pressure. Another consideration when replacing OE LT tires with P-metric tires is that LT tires feature heavier construction in the sidewall, shoulder and tread areas and are better suited to deal with off-road conditions. A P-metric replacement tire should be considered only if the vehicle will not be operated off paved roadways. Where LT-metric duals are fitted to a light truck, replacing the dual tires with P-metric tires generally is not recommended. The most important question is probably, “What did the vehicle come with from the factory?” LT tires have a much higher spring rate than P-metrics, and changing the tire’s spring rate can produce some unintended, and perhaps dangerous, changes in the handling of the vehicle. Springs, shocks and sway bars were all designed by the vehicle manufacturer with the original type of tire and its properties in mind. Caution and common sense dictate that it’s probably best to stay with the type of tire the vehicle manufacturer specified, rather than re-engineer the vehicle. ■
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TIRES
TRUCK
MPG vs. Removal Mileage T
alk to any commercial fleet manager and he will tell you the same story: it’s all about maximizing vehicle fuel economy. And more than ever, tires play a significant role in helping fleets achieve their fuel economy objective. Of course fleets also want to maximize their tire removal miles, but when you do the math it is quite apparent that improved fuel economy far outweighs any loss in tire removal miles sometimes associated with fuelefficient tires. Diesel fuel prices remain in the $4 per gallon price range and tire prices continue at record highs. Fleets want to evaluate the latest and greatest fuel-efficient tires available in the marketplace to determine which tires might be the best investments for their operations. In some cases, more fuel-efficient tires have less initial tread depth versus their equivalent standard design tire. If a fleet currently averaging 15,000 miles per 32nd on its line haul drive tire with a starting tread depth of 30/32nds switches over to a fuel-efficient drive design that may only have 26/32nds of rubber, the fleet will certainly see a reduction in tire removal miles. In this case, a straight reduction of 4/32nds in starting tread will equate to a drop of 60,000 miles. While the above example does not take into account the potential positive mileage impact of a fuel-efficient tread, this is still a lot of miles. A lot, that is, until you look at the potential vehicle fuel savings – between 1% and 4% – when spec’ing the fuel-efficient drive tire option. Then it makes complete 62 May 2013 | TireReview
Calculate the true cost benefits of mileage vs. fuel savings to create a win-win for customers
sense why fleets would prefer the fuel economy improvement over any lost removal mileage.
Doing the Math Let’s assume a fleet has 100 trucks that travel 100,000 miles per year and currently average 6 mpg with the con-
AL COHN Contributing Editor al.cohn@psi-atis.com
16,667 gallons annually when driving 100,000 miles on the control tires. At 6.12 mpg, the same truck with fuel-efficient tires will consume only 16,339 gallons of fuel – a savings of 328 gallons per year for each truck in the fleet. For 100 trucks, that’s a savings of 32,800 gallons of fuel.
Even though fuel-efficient tires often carry a premium price and may result in fewer miles to removal, the potential for fuel savings far outweighs any drawbacks. It’s up to tire dealers to help educate their fleet customers.
trol, or non-fuel-efficient, tires. Let’s also say that conservatively, the fleet is only seeing a 2% improvement in fuel economy when it switches to fuel-efficient tires. That 2% fuel economy improvement bumps the fleet average to 6.12 mpg. At 6 mpg, one truck will consume
At $4 per gallon, the savings going directly to the fleet’s bottom line is $131,200. When you inform the fleet manager that the fuel-efficient tire has a 10% price premium (it may be higher or lower), he should not balk when you run that calculation.
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■ TIRES:
FLEETS ARE OK WITH PAYING MORE FOR THEIR TIRES WHEN A CLEAR FUEL ECONOMY IMPROVEMENT CAN BE DEMONSTRATED Let’s now assume the control drive tire has a cost of $400 and the fuel-efficient version with 4/32nds less rubber is $440 per tire. The fleet has test data from its own internal testing, which shows the control tires average 300,000 removal miles, while the lower tread depth fuel-efficient design yields 270,000 miles to removal. Eight nonfuel-efficient drive tires will cost $3,200 per truck. Fuel-efficient drive tires cost $3,520 per vehicle. The cost per mile of the fleet’s control tires is $3,200 divided by 300,000 miles, or $0.011. The fuel-efficient tire cost per mile – $3,520 divided by 270,000 – is $0.013.
A Step Further The final calculation demonstrates
that even with a 10% price premium associated with the fuel-efficient tires and a loss in removal miles, fuel-efficient tires are still a win-win investment. (It is important to mention that some new fuel-efficient tires entering the market claim little or no loss in removal miles.) Over a three-year time period, the 100 trucks will each travel 100,000 miles per year, or 300,000 miles. At a 2% fuel economy improvement with fuel-efficient tires, the fleet will save $131,200 per year, or $393,600 over this three-year period. Now assume a worst-case reduction in removal miles of 10%, resulting in a cost per mile increase of $0.002 ($0.013 - $0.011 = $0.002). The fleet will be paying $352,000 (100 trucks x 270,000 miles
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TRUCK
x $0.013) over the three-year period for their fuel-efficient drive tires. Their original standard tires cost $330,000 for this same three-year period (100 trucks x 300,000 miles x $0.011). The bottom line is that the added cost for the fuel-efficient tires was $22,000 over three years. But the 2% fuel economy improvement with these tires saved $393,600 for the 100 trucks during those three years. Even at a worst-case loss of 10% in removal miles, it is clear that fuel economy improvement with the higher priced fuel-efficient tires delivers the biggest bang for the buck. If a fleet can spec tires with a fuel economy improvement and no loss in tire miles, then the payback is even greater.
Delivering the Message So what is the best way to work with your fleet customers to demonstrate the win-win capability of fuel-efficient tires? There are two types of fuel economy test procedures a fleet can run
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■ TIRES:
TRUCK
without too much difficulty: Type II and Type III evaluations, which are well-documented as approved recommended practices or procedures through SAE and TMC (Technology & Maintenance Council of the American
to generate baseline data from running under real world conditions during the test period. The test vehicle (different from the control vehicle) is first equipped with the same tires as the control vehicle.
>TAKEAWAYS • FUEL SAVINGS OFTEN TOP MAXIMUM MILEAGE • TEST OPTIONS WILL ILLUSTRATE SAVINGS OPTIONS • BACK UP SUGGESTIONS WITH FUEL EFFICIENCY CALCULATIONS • WORK WITH FLEETS TO MEASURE AND TEST Trucking Associations). It is important to understand the nuances of and differences between each of these test procedures. The Type II procedure uses a control truck that is not modified in any way during the actual test. You begin with a control tractor/trailer equipped with the fleet’s baseline tires in all the wheel positions. The fuel consumption rate of this control vehicle is used
64 May 2013 | TireReview
This will determine the vehicle effect on fuel economy. Phase two is to replace the tires on the test tractor/trailer with fuel-efficient tires. The actual fuel economy calculation is documented by the Recom- mended Practice 1102 issued by TMC. It is strongly recommended to physically weigh the fuel tank before and after the evaluation to be most accurate in determining the ac-
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tual miles per gallon. When using a Type III fuel economy test, choose two identical vehicles. Vehicle A is equipped with the control tires, while Vehicle B is running the fuel-efficient tires. The test consists of two runs, or segments. In the first segment, Vehicle A runs the control tires and Vehicle B runs the fuel-efficient tires. In the second, the tires are swapped between the two vehicles. Further details on the specifics can be found in TMC RP-1103. Commercial tire dealers must fully understand exactly how fuel-efficient tires are a win-win for everyone. Fleets can reduce their operating costs despite the initial higher price premium associated with fuel-efficient tires. Fleets are OK with paying more for their tires when a clear fuel economy improvement can be demonstrated, especially when there is little loss in removal mileage. This is where being knowledgeable on calculating cost per mile and running fuel economy evaluations is so important. ■
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SOLUTIONS
SPOTLIGHT
Product Spotlight Shocks and Struts Automotive shock absorbers and struts perform one key task: keep modern vehicles under control. Integral to the vehicle’s suspension system, shocks and struts certainly do quite a bit more than just keep a car from bouncing. The latest shocks and struts are durable and easy to install – and many are backed by lifetime warranties. Additionally, manufacturers offer a broad selection of part numbers to fit nearly any make and model.
GABRIEL
ARNOTT
Gabriel said its ReadyMount line provides the best selection of fully-loaded struts. With almost 200 SKUs, 40 of which are first-to-market, the company added its ReadyMount line is one of the broadest available. Additionally, all new ReadyMount designs are precision engineered to OE specifications, component and unit-tested, then fit and ride tested to ensure quality, durability and performance, according to Gabriel. www.gabriel.com
Arnott has released additional completely-rebuilt OE front and rear air struts for 2007-12 Mercedes-Benz SClass (W221 chassis) and CL-Class (W216 chassis) sedans. Each part is tested, carefully disassembled, cleaned, painted and completely rebuilt using new, name brand air bladders from ContiTech, along with aircraft-quality aluminum crimping rings and an improved upper seal design, according to Arnott. Additionally, the manufacturer backs each strut with a limited lifetime warranty. www.arnottindustries.com
Rapid Response: www.TRRapidResponse.com/50150 Or call 800-928-1184 – Ext. 50150
Rapid Response: www.TRRapidResponse.com/50151 Or call 800-928-1184 – Ext. 50151
SENSEN Sensen North America recently released its most-updated 2013 catalog, which the company said presents shared vehicle applications across its shock and strut, strut mount and boot kit product lines. The catalog includes more than 200 domestic part numbers that were rolled out over the past few months. Sensen shocks and struts are backed by a lifetime warranty and are an affordable option compared to higherpriced brands, according to the maker. A downloadable PDF version of the catalog can be found at the company’s website. www.sensen-na.com Rapid Response: www.TRRapidResponse.com/50153 Or call 800-928-1184 – Ext. 500153
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■ SOLUTIONS:
SPOTLIGHT
MOOG Moog said it now offers complete strut assemblies to help tire dealers save time while performing comprehensive, high-quality repairs. Moog strut assemblies are fully pre-assembled for fast, easy installation and feature a premium nitrogen gas-charged strut engineered specifically for the corresponding application, according to the company. To help shops avoid leakage concerns associated with lesser quality struts, Moog added its engineers developed a unique triple piston rod seal design that helps lock out contaminants and prevent fluid loss. www.moogproblemsolver.com Rapid Response: www.TRRapidResponse.com/50154 Or call 800-928-1184 – Ext. 50154
MONROE Tenneco said its Monroe Quick-Strut replacement assemblies help service professionals significantly reduce the time needed for a complete strut replacement. Each Monroe quick-strut assembly includes a premium strut featuring Tenneco’s application-engineered valving technologies; a precisely calibrated coil spring that helps restore factory ride height; and a new, OE-style upper mount and bearing for smooth, precise steering and to filter out noise, vibration and harshness. Monroe quick-strut assemblies include a limited lifetime warranty and 90-day safe and sound guarantee. www.monroe.com Rapid Response: www.TRRapidResponse.com/50152 Or call 800-928-1184 – Ext. 50152
Rapid Response: 800-928-1184 ext. 50066 66 May 2013 | TireReview
67-69 Gray_Classified 5/15/13 9:49 AM Page 67
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YOUR AD HERE! TO ADVERTISE IN THE CLASSIFIEDS CALL Tom Staab 330-670-1234, ext 224 or email at tstaab@babcox.com 68 May 2013 | TireReview
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Loosen Tire Bead from Rim with Leverage Constructed mainly for farm rear tractor tires. Will handle 38” & 42” 14-ply farm tractor and backhoe tires with dropcenter rims to small ATV and lawn-mower tires. Excellent for working on tires without removing the wheel from tractor. Operates with 1/2” drive impact wrench or ratchet wrench. Weight 12 lbs. EASY TO HANDLE!
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71-72 Purple_The Car Side 5/15/13 9:50 AM Page 71
■ COMMENTARY: Continued from page 72 Tooner bristled. “Hey, watch yer mouth there, mayor, or next time I’ll have t’ vote with my conscience!” I quickly stepped between the two men. “Calm down, everyone! Obviously this problem is proving to be elusive, and we just need a little more time to sort things out.” Mayor Dewgood grunted. “What’s elusive is how I’m going to get all my work done when my vehicle’s in your shop!” And with that he stomped out the door and got into the cab that was waiting for him. “I sure wouldn’t want to be that cabbie right now,” I said as I watched them drive away. “Well, I can’t work under all this pressure, Slim,” complained Tooner. “Ya better keep that stuffed shirt outta here, or I’m gonna rip a plank outta his election platform and beat him over the head with it!” Tooner went off to search the service bulletins, but that didn’t help, other than to reveal a recall due to insufficient fuel volumes in some models. It didn’t apply to our situa-
tion. Tooner’s stress levels were mounting by the hour, so I went to consult our lifestyle guru. Basil was humming to himself as he assembled a constant velocity joint at his workbench. He was doing it blindfolded. I coughed politely. “Don’t mean to disturb you, Baz, but I think Tooner’s losing it over there. Got any suggestions?” The humming stopped as Basil removed the cloth blindfold from his eyes. He thought for a moment. “Seems to me I’ve heard about this once before. In that case, it was an under-pressure problem.” I threw up my hands. “Tell me something I don’t know! Tooner’s already under all the pressure he can handle and…” Basil smiled and held up a hand. “No, I don’t mean that. The problem is that the fuel pump isn’t creating enough pressure to open the poppet valves in the fuel injection system when it’s cold. Tell Tooner to hook up the battery charger directly to the fuel pump. Then see what happens when you give it that little extra boost of current.”
THE CAR SIDE
What happened was that the pump pressure snuck up to just over 60 psi, and to our surprise, the truck started instantly. Once we installed a new pump assembly, the pressure was a consistent 62 psi. “Well, I’ll be a Tibetan monkey’s uncle.” Tooner rubbed his aching forehead. “So much for going by the service specs – according to them, this should have worked at 58 psi.” Basil agreed. “These engines will run all day at even lower pressures than that, but it’s not enough to get them started in the mornings, especially on a cold day. He grinned mischievously. “It’s like I said before, Toon. Life’s too short to live it under-pressure!” ■ Rick Cogbill, a freelance writer and former shop owner in Summerland, B.C., has written The Car Side for a variety of trade magazines for the past 14 years. “A Fine Day for a Drive,” his first book based on the characters from this column, is now available for order at thecarside.com.
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COMMENTARY THE CAR SIDE
Working Under Pressure I
couldn’t believe what I was seeing. “Basil, what are you doing?” My lead technician opened one eye and gazed calmly in my direction. “Just a simple relaxation technique, Slim – picked it up in my college days during my travels to the East.” Beanie’s eyes bugged out. “Wow! You mean the Far East, like China?” Basil chuckled as he unfolded his arms and unlocked his legs. “No, I mean east, like in New York City…Greenwich Village, to be exact.” He bent down to lace up his work boots. “That’s where I discovered that life’s too short to live it under pressure.” Tooner grunted and rooted through a box of stale donuts. “When I wanna relax, I go for the Lotus.” Basil looked at him curiously. “You mean the Yoga Lotus position?” “Naw, I mean the Lotus bucket seat – most comfortable thing I ever sat in.” He tapped a rock-hard éclair with his finger and studied it. “One day I’ll buy me a pair for my ol’ Chevy truck.” Sometimes I really wonder about this crew. “All right, break time is over. Tooner, bring in Mayor Dewgood’s ’96 Blazer – he’s having a hard time getting it started cold.” He groaned and tossed the stale pastry into the garbage. It landed in the trashcan with a thud. “Mayor Dewgood! Now there’s someone 72 May 2013 | TireReview
Fuel pump troubles require some major reflection – and a dash of patience
who lives under pressure. Ya couldn’t pay me enough to do that job.” “So here’s your chance to lower his stress levels.” I handed Tooner a set of keys. “Do your magic, Mr. Dali Lamborghini.” But neither magic tricks nor meditational positions were of any help
today. A thorough investigation of His Worship’s Blazer failed to turn up any clues. Having already been warmed up, the little 4.3 liter V6 wouldn’t miss a beat. So we decided to let it cool down overnight with a bunch of diagnostic gear attached. The next morning Tooner was still rubbing the sleep out of his eyes as he got into the Blazer and turned the key. Just as the mayor had predicted, it cranked but wouldn’t fire. Mumbling some homemade meditational chants of his own, Tooner checked
RICK COGBILL aka Slim Shambles Contributing Writer
the fuel pressure gauge he had taped to the hood. “Huh. Says here we got 58 psi. And she’s holding pressure, too.” He glanced at Beanie, who was standing nearby, half asleep. “Hey Useless, d’ya remember what the specs are for this fuel system?” Beanie’s eyes popped open as he grappled for his clipboard. “Uh, well, for the CSI models it’s supposed to be 60-66 psi. But this is a SFI engine, and the specs for that are 56-62.” He yawned. “I’d say you’re fine.” Tooner was inclined to agree. Further testing showed that he had good spark, as well as good readings on all the sensors. “Harrumph. Time for some good ole joy-juice…” Disappearing into the shop, he soon returned with a can of starting fluid. “Let’s see what she does with a whiff of this up her nose.” Seconds later, the Blazer roared to life, which was a good thing. Unfortunately, Tooner was unable to make it falter for the rest of the day, and that didn’t sit too well with the mayor when he stopped by later to check out the progress. Our highest elected official might be small in stature, but he more than makes up for it with his forceful personality. “Shambles!” he demanded as I came into the service bay. “It’s almost five o’clock and I’m told nobody knows what’s wrong with my truck! What kind of useless staff do you keep around here anyway?” Continued on page 71
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