Michelin enhances AAD program for 2012

Sept. 28, 2011

The Michelin Alliance Associate Dealer (AAD) program has been enhanced for 2012. Michelin North America Inc. started the program in 2008.

The 2012 program offers these enhancements:

* a new business development fund designed to support dealer advertising and merchandising with more dealer-friendly guidelines "that make it easier to plan, execute and claim reimbursement for advertising," says the company;

* new tools to help AADs manage their businesses better and market their own “brand” in their community;

* financial incentives for dealers who increase their commitment to buying and selling the Michelin and BFGoodrich brands.

“We want to invest in those customers who are committed to selling our tires,” says Bob Schaffner, manager of wholesale distribution development for Michelin North America.

“I want to reward the Alliance Associate Dealer for every tire (he or she) buys. Through our online program and direct deposits, the process will be quick, easy and provide the dealer constant visibility to its purchases and earnings.”

(For a look at last year's program improvements, click "Michelin urges AAD dealers to 'Bib up!')

The AAD program is designed exclusively for Michelin independent dealers who purchase Michelin, BFGoodrich, Uniroyal and associate brand passenger and light truck tires through Michelin’s nationwide network of Alliance Distributors. They can earn cash enhancements on the company brands purchased from primary and secondary servicing Alliance distributors.

Beyond the basics of the program, dealers have used program benefits such as the marketing fund to improve profitability and competitiveness within the market. The fund allows dealers to not only utilize Michelin’s marketing abilities, but also implement advertising and promotions in their dealerships, resulting in increased traffic.

Throughout the fourth quarter, the "AAD Road Show" will visit more than 40 cities across the country to review 2011 results and detail the plans for the 2012 AAD program.

More than 4,500 retail points of sale participate in the AAD program. Those outlets are served by more than 200 Alliance distributor points of distribution. For more information, visit www.michelin.com.