How to find quality tires at an affordable price
Premium products are often viewed as inaccessible or only for an elite few. While this may be true for designer handbags or clothing, it doesn’t have to apply to your tires. Most of us drive every day and rely on our vehicles to get home safely. Don’t sacrifice your safety by choosing an underperforming tire.
By understanding what costs are incorporated in “premium” branded tires and how you can avoid them, you can choose a top-quality tire that you can afford.
Premium for All
One brand that is working to make premium tires easily accessible is Radar Tires. Modern Tire Dealer sat down with Gajendra Singh Sareen, founder, president, and CEO of Omni United, owner of Radar Tires, to learn how the company is providing some of the best tires on the market at a price anyone can afford.
“When you pay for a premium product, you are paying for a lot of stuff you don't need to pay,” said Sareen. “It's all wrapped into R&D costs and marketing costs.”
By reducing unnecessary marketing costs and automating the production process, Radar Tires avoids the "brand tax" while providing a consistent, quality product every time.
“There are three attributes that product managers talk about — design, technology and product — and then supply chain capabilities,” said Sareen. “All these things must be there to be successful. Without availability, the design is useless. If the product is available, only then somebody can use it.”
Radar is working to redefine premium tires focusing on premium performance and working to bring them to a wide range of customers. They call this “Premium Accessibility.”
“Everybody has got their own definition of premium,” said Sareen. “Nobody knows what it is. In the tire industry there is a tier system, but what is the basis of these tiers? To me what makes a product premium is premium performance. It should give the consumer the bang for their buck.”
Every Customer, Every CarNot all vehicles have the same needs. As electric vehicles become increasingly more common, so is the need for EV-specific tires. With the instant power available in an EV, choosing a durable, abrasion-resistant tire is crucial. With many brands still working on the design and production of these tires, the supply of EV tires is not meeting the current demand, leading some drivers to put standard tires on their EVs.
Beginning in August 2023, Radar Tire’s specially formulated EV tire will be available in the market to help alleviate this issue.
Off-road and overland drivers also have unique tire needs. The widespread availability and design of the Renegade line, including the new Renegade X, has made it a fan favorite with these enthusiasts. When put to the test, the Renegade continues to beat out top competitors in the off-roading world, and are available at a fraction of the cost.
Next time you are replacing your tires, don’t confuse premium price tags with premium quality. Look deeper at your tires’ tested performance to make sure you get the quality you deserve at a price you can afford.
