How Tire Pricing Has Changed in 16 Years

Bob Ulrich
Posted on July 16, 2019
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.

Related Topics: B.O.B., consumer tires, Falken Ziex ZE950, Firestone All Season, Larry Morgan, oil changes, passenger tires, tire pricing, Toyo Extensa A/S

Bob Ulrich Editor
Comments ( 2 )
  • See all comments
  • Joe Casebere

     | about 3 months ago

    Of all the 'Tire Publications' you are the best at revealing and sharing historical topics within the industry. I look forward to your blogs and join you in several of the past facts that many folks have put behind them, sometimes to their regret. Keep the history flowing because it does have purpose!

More Stories

TPMS: Honda Odyssey, 2011-2019

Whenever a 2011–2019 Honda Odyssey’s speed exceeds 28 mph, the tire pressure monitoring system (TPMS) control unit monitors all four tires and the system. If it detects less than 28 psi (190 kPa) it alerts the driver by turning on the low pressure indicator and setting a diagnostic trouble code (DTC) in the control unit.


Task Vampires and Emotional Vampires: Slaying Productivity-Draining Monsters

You start your day off coming into work early, like you usually do. This is a critical time, as you are often by yourself and you can think in peace and quiet about your day, your week, and maybe your month.  Any book on leadership or managerial qualities will emphasize the importance of quiet solitude in the morning.


The Average Customer Continues to Look More Toward Quality Than Value

Feedback from with leave us with a view that retail sell-out trends showed strength in October with a notable pickup in momentum from September. From a volume standpoint, surveyed dealers reported they saw unit sales improve roughly 1% to 2% compared to the prior year’s period and came in as the third highest observed growth rate in our tire demand index for the year.

Be the First to Know

Get the latest news and most popular articles from MTD delivered straight to your inbox. Stay on top of the tire industry and don't miss a thing!