The wind is howling, the roads are covered with fresh snow and ice and your tire dealership’s bays are loaded with vehicles with faulty batteries and cars that won’t start.

This can quickly become a reality for shops in snowy states like New York, Colorado or Michigan if they don’t prepare to offer winter-weather auto services before the first snowfall or wind chill.

Independent tire dealers and auto shop operators need to have a plan in place for providing full winter-prep offerings so their customers’ vehicles are ready to safely tackle challenging winter roads. Cold weather and brittle winter conditions place a greater strain on a vehicle’s engine, battery and other systems, so it’s especially important for dealers to communicate with their team and outline a focused strategy for providing services.

Offering a range of automotive services at tire shops also continues to be a top driver of sales and profits. Dealers expected an average of 44% of their total sales to come from automotive service and about 48% of their total profits to come from automotive service in 2024, according to MTD’s 2024 Tire Dealer Automotive Service Study.

So, what auto services should independent tire dealers and auto repair shops be offering as part of a cold-weather or winter vehicle-prep service? What should shop owners and managers be doing now to prepare their technicians and staff for the increase in winter-related service work, and how should they communicate the importance of winter preparation to customers without making the conversation feel like an attempt to sell unnecessary services or parts?

Anticipate the rush

In order for tire dealers to be fully equipped to handle the influx in auto service needs throughout the winter, they must plan ahead now through proactive preparation, says Cody Hicks, merchandising director, AutoZone.

For technicians, a comprehensive winter prep service should include “preventative failure analysis,” meaning a vehicle’s electrical system should be analyzed for potential issues.

Shops should enforce battery and starting system tests, brake fluid moisture and water percentage checks and be sure they have the necessary tools and equipment to correctly complete the tests to keep customers moving, says Hicks.

“Quick, reliable service makes the customer feel altogether better about a stressful situation,” according to Hicks. “Those factors are massive drivers for revenue, and they build loyalty that can create a customer for life.”

“So don’t just tell a customer the battery is weak. Hand them the printout. Show them the water percentage on the fluid tester. Walk them to the lift and point at the split boot. Shifting the conversation from a parts transaction to keeping a family safe builds trust that lasts long after the snow melts.”

For independent tire dealers and auto shop operators, “a comprehensive winter-prep service should look at the vehicle as a complete system, including tires, brakes, fluids, wipers and visibility systems, along with the battery and charging system,” says Kate Johnson, director of marketing, aftermarket U.S. and Canada, Clarios.

Check and double-check

As temperatures start dropping in the coming months, it’s crucial for technicians to spend extra time inspecting their customers’ vehicles and identifying potential issues before cold weather hits, especially when it comes to batteries, according to Johnson.

“Every battery service should begin with accurate testing rather than assumptions,” says Johnson. “Technicians should first identify the battery technology – such as AGM or standard flooded – and test it using equipment and settings appropriate for that battery type. Whenever possible, they should also evaluate the complete starting and charging system and inspect the battery’s age and physical condition, including terminals and connections for signs of corrosion or other concerns.”

Before conducting a battery replacement for a newer vehicle, technicians should strongly consider its “higher electrical demands to ensure they install the right battery type for the consumer’s vehicle.”

“Start-stop technology, advanced safety systems, infotainment and other electronics have significantly increased the role of the 12-volt battery,” according to Johnson. “Many vehicles also use AGM batteries or more than one battery, including auxiliary batteries, so it's important to identify the complete battery system and test each battery appropriately.”

Before the cold weather blows in and the snow falls, tire dealers and shop owners should prepare their teams for demand increases by keeping technicians educated on evolving vehicle technologies, stocking the right equipment and implementing systems for diagnosing and replacing vehicle parts.

“Shops should look at the vehicle population in their market and make sure they have the appropriate battery technologies and applications available before winter demand increases,” says Johnson. “Having trained technicians, the right diagnostic equipment and appropriate inventory in place can help shops provide more efficient service while reducing misdiagnoses and comebacks.”

When it comes to helping customers understand the current health of their vehicles, dealers should explain why a test or service was performed, what the results showed and what actions need to be taken.

“Ultimately, winter service conversations should be about prevention and transparency rather than fear,” says Johnson. “When customers can see what was tested, understand the result and know why a service is being recommended, winter preparation becomes preventive maintenance rather than an upsell.”

MTD’s Winter Service Checklist

Prepare your shop before winter
☐ Train technicians
☐ Check equipment
☐ Review inventory
☐ Establish inspection/documentation procedures

Inspect every vehicle for winter-prep
☐ Battery/charging system
☐ Tires
☐ Brakes
☐ Fluids
☐ Wipers/visibility

Before the customer leaves
☐ Explain what you tested
☐ Show the results
☐ Explain why action is or isn't needed
☐ Give the customer documentation