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SEMA Show, Day Three: TIA reveals consumer education campaign

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At a press conference during the Specialty Equipment Market Association (SEMA) Show going on now in Las Vegas, the Tire Industry Association (TIA) announced plans to develop an on-going consumer education campaign that will start in 2013.

Each quarter, the association will launch a three- to five-minute video that supports TIA’s new tagline, “Tire Safety Starts Here.” These videos will be available in multiple formats on the TIA website, and they will be accessible at no charge to both retailers and consumers.

“As the leader in technician training, we felt it was necessary to take the next step and start the process of educating the motoring public,” said TIA President Randy Groh. “These short videos will be focused on specific subjects that have a direct impact on tire safety for motorists. We are encouraging consumers and retailers to download and distribute the information to promote the concepts of safe tire service and operation.”

Playing off TIA’s new tagline, “Tire Safety Starts Here,” the topics for 2013 are as follows:

First quarter – Tire Safety Starts with Proper Tire Repair

Second quarter – Tire Safety Starts with TPMS

Third quarter – Tire Safety starts with Inflation

Fourth quarter – Tire Safety Starts with Rotation

“The new consumer education program has a lot of synergy with TIA’s training and legislative agendas,” said Roy Littlefield, TIA executive vice president. “Obviously, the first video on proper tire repair will support our efforts to ban on-the-wheel plug repairs and other tire repair practices that are not consistent with industry guidelines. And while we do not have any plans to introduce legislation on the remaining topics, we expect the concepts of a properly functioning TPMS, correct inflation pressure, and regular tire rotation to have a positive impact on safety as well as the image of our industry.”

TIA is scheduled to release the first video, “Tire Safety Starts with Proper Tire Repair,” in early 2013. The association also plans to continue the consumer education program in 2014 and beyond, with new topics related to the promotion of tire safety.

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