It Wasn't Fake News About Online Tire Sales, But It Was Certainly Not Clear

Bob Ulrich
Posted on November 17, 2017

I just noticed one of Modern Tire Dealer’s charts from my “Online sales remain a sore point based on survey results” story in the November issue is not clear and is being interpreted incorrectly. As Deputy Barney Fife was fond of saying, we need to “Nip it in the bud!”

When viewed by itself, the chart shows that 79% of the consumers responding to our survey purchased tires online in the last 12 months, while 21% purchased their tires from a dealer.  What we did not make clear is that the survey was sent to two specific groups of consumers. The first group was made up of people who had bought tires online; the second group -- a much smaller sample size -- was made up of people who had bought tires at a brick-and-mortar location.

We specifically targeted these two groups, especially consumers who purchased tires online, in order to get a deeper understanding of what drives their attitudes and behavior regarding online tire sales.

All the chart was meant to show is who responded to the survey, nothing else. It was never meant to reflect the percentage of total replacement tire purchases that are made online, which our extensive research shows is about 6%, or 14.1 million tires.

I hope this clears up the misunderstanding. My apologies.

Related Topics: B.O.B., online tire sales

Bob Ulrich Editor
Comments ( 0 )
More Stories
News

Michelin Works to #KeepThanksMoving

For the third consecutive holiday season, Michelin North America Inc. is recognizing the people in the transportation industry who work “like busy elves” behind the scenes to make the holidays memorable. Michelin marks the season with its #KeepThanksMoving conversation in social and digital media and encourages people to share this appreciation via Facebook and Twitter.

Yokohama's SmartWay-verified TY577 MC2 comes in sizes 295/75R22.5, 11R22.5, 285/75R24.5 and 11R24.5
News

Yokohama Releases TY577 MC2 Drive Tire

Yokohama Tire Corp. has launched a new fuel-efficient long-haul drive tire: the TY577 MC2. Now available in the U.S., the SmartWay-verified TY577 MC2 comes in sizes 295/75R22.5, 11R22.5, 285/75R24.5 and 11R24.5, and is also offered in 16-ply construction.

News

All Truck Tire Shipments Will Be Way Up -- USTMA

While replacement light truck tire shipments are projected to drop 2% this year, LT original equipment shipments are expected to be way up -- 9.9%, according to the U.S. Tire Manufacturers Association (USTMA).

News

Cardone Will Build Distribution Center in Texas

Cardone Industries Inc. will begin building a distribution center in Harlingen, Texas, near the company’s current core processing facilities, in January 2018. Completion is set for December 2018.

Be the First to Know

Get the latest news and most popular articles from MTD delivered straight to your inbox. Stay on top of the tire industry and don't miss a thing!