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Cover Story - August 2016 2016

BMW’s Run-Flat Tire Philosophy: ‘We Don’t Want to Mess With Something That’s Working’

By: Joy Kopcha

BMWs are far from the best-selling vehicles in the U.S. Halfway through 2016 BMW sales amounted to not quite 2% market share with a little more than 153,000 vehicles sold, according to statistics compiled by Good Car Bad Car. Still, that relatively tiny segment of new car sales is a driver for an entire category of tire technology: run-flat tires.

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Doug Therrien (right) is president and his brother, Jeff, is vice president of Central Tire Co. The company services all the commercial tires it sells to wholesale customers in Maine, New Hampshire, Massachusetts, and parts of Vermont and Rhode Island.

Customers Love a ‘Know-It-All’ When It Comes to Specialty Tires

Today’s consumers see something they want and have to have it immediately. If that something is a specialty tire, the commercial dealer who has it will make the sale. “If you have it, you are going to sell it,” says Doug Therrien, president of Central Tire Co. Inc. based in Sanford, Maine.

You’re doing well if you have enough cars in your service bays and you are able to service them properly and according to need.

There Are Only Two Problems You Can Have in a Tire Store

When I was young and running a group of retail stores, I had a mentor who used to tell me, “There are only two problems you can have in a tire store. “One, you don’t have enough cars, or two, you’re not working the cars you have.”

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