Bob Ulrich

Editor

Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993. He has won numerous awards for editorial and feature writing, including five gold medals from the International Automotive Media Association. Bob earned a B.A. in English literature from Ohio Northern University and has a law degree from the University of Akron.

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TV magic fudges the facts, but BFGoodrich gets some free publicity

By: Bob Ulrich

Waitaminute -- that isn't a BFGoodrich Rugged Trail T/A!

On a recent episode of "NCIS: Los Angeles" on CBS, the good guys were trying to catch the bad guys by identifying a tire tread pattern left in the desert. Based on the evidence, the vehicle had dual rear wheels.

That isn't science fiction. Software has been developed to do just that, although probably not at the speed the detectives do it on television. (I wrote about the software when a similar incident appeared on CSI many years ago. Yes, I watch a lot of television.)

The tire ended up being a "BFGoodrich AT," according to the results. The OEM size was 245/75R17, and a picture was shown (see screen capture).

The computer whiz in the show said that size was standard on six different trucks, but only one with dual rear wheels: the Ford F-350.

I wanted to know how accurate the representation was, so I called up Lynn Mann, director of external communications for Michelin North America Inc. She said the company has two original equipment fitments on the 2011 Ford F-350:

1. BFGoodrich Rugged Trail T/A in sizes LT245/75R17 and LT265/70R17;

2. Michelin LTX A/T2 in sizes LT275/65R20 and LT275/70R18.

I asked her if Michelin paid for the product placement. She said no.

"We have no active paid product placements. They just love our tires that much!"

I also compared the tread pattern on the screen with the BFGoodrich Rugged Trail T/A pattern. They were clearly not the same, although there were similarities.

In the end, the show may have fudged some of the tire specifics, but Michelin received plenty of free brand publicity. According to Nielsen Media Research, 9.9 million viewers were watching when the tire appeared.

Related Topics: BFGoodrich T/A, Ford F-series, Lynn Mann, Michelin LTX

comments

1. Brent | December 05, 2011 at 09:40AM
   Actually, the tread pictured IS a BFG K/O AT.