Consumer Tires Retail

5 Tips to Help You Sell More Winter Tires

Order Reprints
5 Tips to Help You Sell More Winter Tires

Winter tire season is around the corner, so for dealers who don’t bask in year-round sunshine, it’s time to focus on a sales message that will convince your customers they need to invest in winter tires.

Bridgestone Americas Inc. traveled to Tire Rack Inc.’s home turf in South Bend, Ind. to partner in a winter tire driving event. Tire Rack even convinced the University of Notre Dame to allow its hockey rinks inside the Compton Family Ice Arena to be the site of the testing. (No driving on the Notre Dame football field was allowed, however.)

Bridgestone showed off its two latest winter tires, the Blizzak WS80 for sedans, which was available during the 2014-2015 winter season, and the Blizzak DM-V2 for crossover and sport utility vehicles and light trucks that’s premiering for the 2015-2016 season.

During the tests the tire manufacturer and the industry’s biggest online tire seller offered a few tips and taglines dealers can use to educate consumers, and ultimately sell more tires this winter.

A sheet of paper: The contact patch of four tires on a vehicle adds up to a combined area about as big as a sheet of 8-1/2-by-11-inch sheet of paper.

Tread depth matters: As winter approaches, the ice, slush and snow on the roads makes a tire’s tread depth even more important. Tire Rack recommends replacing tires when they have about 5/32 of an inch of tread depth remaining. In regions where winter delivers rain and wet roads, Tire Rack’s replacement recommendation is 4/32 of an inch.

Tire pressure isn’t a constant: Dealers know this, but consumers might not. As the temperature drops, so does tire pressure. A tire filled to 32 psi at 70 degrees drops to 28 psi at 30 degrees.

Good driving still counts: Tires can’t do everything. Drivers still need to slow down, give other cars on the road more room to operate and don’t tailgate.

The worst part of winter: A Bridgestone consumer survey showed 65% of respondents said their least favorite part of winter is driving on icy roads. Just as consumers shop for boots to keep their feet steady on icy sidewalks, investing in winter tires is a way to keep their vehicles steady on the road.


You must login or register in order to post a comment.