Selling Light Truck Tires Beyond Size and Price
What Tire Dealers Should Know
- More LT tire choices create more opportunities for knowledgeable dealers. As the market becomes increasingly specialized, dealers can differentiate themselves by matching tires to how customers actually use their vehicles. Read the full LT tire market overview.
- A/T remains the foundation, while R/T continues to gain ground. Manufacturers say customers increasingly want aggressive styling and off-road capability without sacrificing everyday ride quality, noise levels and tread life.
- The best LT sale may start with preventing a mismatch. Asking how customers commute, tow, haul, work and drive off-road can help dealers recommend the appropriate tread type, load capability and performance package.
- Value does not necessarily mean the lowest price. Dealers who explain tread life, comfort, load capacity, weather performance and other trade-offs can move the conversation beyond upfront cost.
- Product knowledge can help protect margin. Understanding the differences among H/T, A/T, R/T, X/T and M/T tires gives dealers another way to compete besides offering the lowest quote.
