Fixed Ops Magazine - 2020 Vol17 02 - 26

MARCH APRIL 2020 || FIXED OPS MAGAZINE

may require tight steering response and
maximum traction in high-speed turns,
regardless of tread noise or ride stiffness. Additional attribute objectives
may include extended tread wear, low
rolling resistance for fuel efficiency,
softer ride, low noise, wet weather performance. It's a complicated process
because there are so many variables.
The end result is a tire that best matches the attribute objectives of the vehicle designers and engineers.
If you liked the way your vehicle performed when you did your test drive
and bought your car, the OE tires that
came with the vehicle are probably your
best replacement tire choice. No other
set of tires will perform exactly the
same way as the OE model of tires delivered with your vehicle. Changing your
tires to another tire design/model will
change but not necessarily IMPROVE
the overall performance of your vehicle
because of that tire's attribute tradeoffs. Just because a set of tires is the
same size and fits the rim doesn't mean
they are the right tires for your vehicle.
A great set of Michelin High Performance tires won't turn your Corolla into
an AMG Mercedes.

tory Engineers and Tire Manufacturer
Engineers.
The tire development process costs
between $500,000 and $3 million according to John Kullman, Chief Goodyear Engineer for passenger car tire
programs. The first objective of the designers is to create a better-handling
tire for the new vehicle with a focus on
Handling and Safety.
It's The Tires that determine
How Your Car Handles.
The term "handling" means different
things based on the specific vehicle
make and model. The large luxury sedan handling may require quiet operation with steering response and grip
that suits cruising on a freeway. The
Mustang GT or a Sporty Honda handling

However, if you have a specific requirement that cannot be met with the OE
tire, be sure you get proper advice from
an expert that knows you and your vehicle to ensure your replacement tire selection is a proper match for your vehicle.

Have a Tire Sale Today! - Everyday!
You should always recommend and encourage your customers to replace their
tires with the OE tire, because they are
the BEST TIRE designed and tested for
their specific make and model.
Some customers however, just don't
want the OE tire. Maybe they have an
aversion to a specific brand or tire, or
maybe they have a special need. That's
why it is so important to have an alternative so you don't lose the customer to
your competitors.
Make sure you ALWAYS have a TIRE
SALE going on. Your average customer
only visits your drive two or three times
a year. If they need tires today and
they're shopping for a bargain, make
sure you have a good one for them.
There are usually rebates available every month from $50 to $150 per set of 4
Tires. Select a "Factory" approved program tire with fitments for multiple vehicles and use their rebate as the offer
for your tire sale.
Chuck de Martigny is
CEO and Founder of
Clearwater,
FL-based
Jungle Cat Marketing,
a marketing and manufacturing
company
specializing in point-ofsales marketing initiatives for OEM Car
Dealerships.

Sell The Complete Package
Today's customers demand transparency and they will shop you on the Internet in a heartbeat. Customers don't like
to be nickeled and dimed. Make sure
they are comparing the full value of
your service and expertise, not just the
price of a tire. Give them the full menu
and include everything just like the cell
phone companies do.
Proper menu boards and point-of-sale
signage assist the Service Advisor in explaining the benefits of your program
and making the sale.

Chuck focuses on tire merchandising,
helping dealerships achieve significant
sales growth and customer retention
through replacement tire sales. Examples here were designed and produced
as part of a free service offered to OEM
dealerships by Jungle Cat. All signage
is OEM-compliant and co-branded to
maintain factory standards.

Fixed Ops Magazine - 2020 Vol17 02

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 02