Editorial: Fighting Fake News

In today’s digital world, you could argue that consumers are better armed with information about tires than ever before. Is this a good thing or a bad thing? For starters, it depends on the source of that information.

We all know there are credible, highly regarded, very well-known online sources of tire data. But over the last several months, I’ve seen a sharp increase in the number of online “news sources” that are peddling inaccurate and in some cases, sensationalistic misinformation – not only about tires, but also the tire buying experience.

A couple of days ago, a longtime friend of MTD forwarded a story link to me. The “article” listed various things “to know” before buying tires online. I’m not going to dignify the website that published this by providing its name, but you can probably find the story on Google, if you dig around for a minute or two.

The piece started off by saying, “As soon as you see the tell-tale signs that your tires need replacement, panic might set in as you contemplate purchasing new ones.” Then it claimed, “The average cost of new tires can range from $50 to over $1,000 per tire.” 

I don’t know about you, but in all the years I’ve been covering this industry, I have never seen a passenger or light truck tire retail for $1,000 a piece, unless you're talking about a tire for a supercar like a Bugatti Veyron - but that's another story!

The article goes on to say that all-season tires “are the best option” for drivers “who want tires that can handle a wide range of weather conditions.” Now, we all know there are some truly fantastic all-season tires in the market - engineering marvels that deliver outstanding performance. But what makes the author of the article an authority who can make such sweeping pronouncements? I don't know and I bet you don't know either.

Then the story recommends that consumers turn to “YouTube tutorials” for information about “the perks and cons” of different tires. OK, but who’s providing these "tutorials?" For-hire “influencers” who are paid to extol the virtues of whatever product that's placed in front of them? Some kid filming with a Smartphone camera inside his parents' garage?

In April of last year, the same website that dispensed the above “advice” published an article that purported to rank the “21 major tire brands of 2025.” Right below the story's headline, I spotted a small, italicized footnote that said, “We may receive a commission on purchases made from links.” 

The piece went on to alternately praise and/or trash – sometimes both at the same time - a variety of tire brands based on “user reviews,” yet never cited any specific sources. (Who are these mysterious “users?”) Here are a few excerpts:

"In nearly all cases we found, winter conditions and treadwear were concerning.”

"Brand x has its fans and detractors, but typically, the vibe is that you can do better if you spend a little more money.

"In all, Brand x is a good brand with some weaknesses, but those weaknesses are fairly common among tires, in general.”

"It is possible to get a good Brand X tire. You just have to be careful about which ones you pick.”

"Brand X makes good tires, but not all of their tires are good.”

Apparently, in the wild west of the internet, “everyone’s an expert," as the old saying goes. But not everyone who claims to be an expert knows what they’re talking about. That’s a problem for consumers who look to the internet for information about tires before they visit your dealership. If they’re drawing from flawed sources, they’re digesting bad “intel,” which leads to the formation of beliefs that may or may not be valid – long before they’ve ever set foot in your store. This only makes your job harder.

At this past January's K&M Tire Inc. customer meeting in Overland Park, Kan., a guest speaker said during a presentation that the key to selling high-end tires is “education.” I agree and in fact, would argue that educating consumers is essential to selling any kind of tire, in any tier, for any application, at any price point – yes, even the mythical $1,000 passenger car tire!

With the sheer volume of misleading “information” on the internet – and believe me, artificial intelligence will only add to the misinformation that’s out there - it’s never been more important to ensure that you and your employees cement your status as bona fide, true, unquestioned experts in the eyes of your customers.  

Questions? Comments? Email me at [email protected].