This ad ran in the Sunday, June 29, 2003, Toledo (Ohio) Blade.

This ad ran in the Sunday, June 29, 2003, Toledo (Ohio) Blade.

I was going through my files at home the other day and ran across a Toledo Blade newspaper article from June 29, 2003. The article isn't important; on the back of it, however, was an ad for Michel Tires Plus.

Many of you probably remember that Michel Tire and Tires Plus were two of the largest independent tire chains in the country. Larry Morgan acquired Michel Tire's 57 stores in 1998, then Tires Plus's 82 stores in 2000. Both chains became company-owned stores when Bridgestone/Firestone Inc. purchased a majority interest in Morgan Tire & Auto in 2001.

The ad was celebrating the 4th of July with tire specials at five Michel Tires Plus locations, including the store at 5154 Monroe St. in Sylvania. One of the big specials was a 4 for $99 deal for size 155/80R13 Executive tires (for the life of me I can't remember who made the Executive line, but I am guessing it was owned by Bridgestone). That's $24.75 apiece. The tire featured a 40,000-mile limited tread wear warranty. The mounting and balancing and valve stems were free.

Compare that to the same store 16 years later. The Sylvania store -- Michel has officially been removed from the Tires Plus sign -- only has one tire in that size on its website. Four 155/80R13 Primewell PS830/850 tires, backed by a 40,000-mile warranty, sell for $163.96, or $40.99 each. Including computerized wheel balancing ($39.96) and valve stems ($8.00) the cost is $211.92.

$211.92 vs. $99: That's a 114% increase. And, quite frankly, a better tire pricing business model. The tire by itself increased in price 65%, from $24.75 to $40.99 -- about $1 a year.

Here's another comparison. There was also a size 225/60R16 Bridgestone B420 with a 65,000-mile warranty for $78.99 in the 2003 ad. Again, mounting and balancing and valve stems were free. Today, the Tires Plus store sells three tires in that size and with that warranty:

1. Toyo Extensa A/S, $80 (only $1.01 more).

2. Firestone All Season $96 ($17.01 more).

3. Falken Ziex ZE950 A/S, $96 ($17.01 more)

The new prices do not include free mounting, balancing and valve stems.

Finally, there was a coupon in the ad for an oil change and filter. If you completed the Tires Plus credit card application, the cost was $9.99; if not, then I don't know what the cost was. The standard oil change price today for the Tires Plus store is $24.99.

The average price of a replacement passenger tire in the U.S. has increased 78% since 2003. But as you can see, it depends on the tire.

Author

Bob Ulrich
Bob Ulrich

Editor, Retired

Editor Bob Ulrich has earned a reputation as an industry expert thanks to his insightful, in-depth articles and blogs on the tire industry. Before joining Modern Tire Dealer in 1985, Bob earned a B.A. in English literature from Ohio Northern University. Also, he graduated from the University of Akron School of Law with a J.D.

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Editor Bob Ulrich has earned a reputation as an industry expert thanks to his insightful, in-depth articles and blogs on the tire industry. Before joining Modern Tire Dealer in 1985, Bob earned a B.A. in English literature from Ohio Northern University. Also, he graduated from the University of Akron School of Law with a J.D.

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