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T H E O F F I C I A L B U S I N E S S M A G A Z I N E O F C A N A D A ’ S T I R E I N D U S T R Y

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www.autosphere.ca

Philippe Desjardins, DAI Sales and Marketing DirectorPhilippe Desjardins, DAI Sales and Marketing Director

TRANSBEC-DAI

LEADER PROFILE Glenn R. Maidment

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INFLUENCEWITH EASE

Test Your Phone Skills20

MANAGEMENT Firing Bad Employees

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26 Yokohama Canada Advantage Program | Advantage Program Contest

Made Happy Customers!

MARKETING

32 Sailun Tire | Can You Tell the Difference?

34 Michelin | New Tires, New Technology

EVENTS

10 The Rubber Association of Canada | Mover & Maven

LEADER PROFILE

12 OK Tire, Etobicoke, Ontario | Agreeable Autonomy

SHOP OF THE MONTH

20 Influence with Ease | Test Your Phone Skills by Jeff Mowatt

BEHIND THE COUNTER

22 Goodride | Good Vibes and Goodrides

RACING

24 Retailing | Third Party Testing

R&D

8 Tire Technology | The Future is Blue

PRODUCT KNOWLEGDE

28 Modern Must-Haves | Problem Solvers & Money Makers

EQUIPMENT & TOOLS

WHEELS

30 Retro Styling | Redefining the Past

SAFETY

33 Tire Pressure Gauges | Proper Pressure

HUMAN RESOURCES

35 Management | Punishment Must Fit the Crime by Stuart Rudner

COVER STORY

14 Transbec-DAI | Leading the Parade

6 Pirelli Explains Formula One Tire for 2014

Giti Tires Grows Management Team

7 Michelin Launches Classic Car Tire Website

OK Tire and Pneus Supérieurs Enter Historic Alliance

Royal Tire Locations Join Fountain Tire Family

36 Double Coin To Unveil New Loader Tire

Plombco Awarded Patent for “Plasteel”

Michelin Launches New Steer Tire

37 Nokian Introduces World’s First Non-Studded Tire with Studs

Hercules Announces Upgrades to Tire Warranty

INDUSTRY & MANUFACTURER NEWS

M A R C H 2 0 1 4C O N T E N T S

SPECIAL FILE PASSENGER TIRES

16 Manufacturer Spotlight | Passenger Tire Showcase

18 Sales Techniques | Educate, Educate, Educate

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INDUSTRY INSIGHT

38 Wholesale Distribution | Supply Chain Consolidation

by Peter-James Gregory

4 | Tire News | March 2014 | www.autosphere.ca

INDUSTRY NEWS

President Jean-Luc Rousseau

Publisher Isabelle Courteau

Editor-in-Chief Jack Kazmierski

Contributing Editors Michael Goetz, Peter-James Gregory, Laurent Joyal, Krystyna Lagowski, Jeff Mowatt, Stéphane Quesnel, Louis-Alain Richard and Stuart Rudner

Production Coordinator Anais Garnache-Creuillot

Graphic Designer Diane Desvaux de Marigny

Revisor and Translator Shirley Brown and François Charron

Circulation Manager Nancy Belleville

Administrative Assistant Françoise Poynee

Vice President Sales & Marketing Luc Champagne

Marketing and Sales Executive Mouna Amal LabbizeTél. : 514 289-0888 poste 223 Courriel : [email protected]

Key Account Managers David-Olivier Trinque, Elsa Sewell, Leslie Campbell and Stéphanie Massé

Founder Remy L. Rousseau

Printer Solisco

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Tire News Magazine is dedicated to serving the business interests of the Canadian tire industry. It is published 5 times a year by Rousseau Automotive Communication, a member of AIA Canada.

Material in Tire News Magazine may not be reproduced in any form without written consent from the publisher. The publisher reserves the right to refuse any advertising and disclaims all responsibilities for claims or statements made by its advertisers or independent columnists. All facts, opinions and statements appearing within this publication are those of the writers and editors themselves, and are in no way to be construed as statements, positions or endorsements by Rousseau Automotive Communication.

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Return undeliverable Canadian addresses to Rousseau Automotive Communication / Circulation Department 455 Notre-Dame East, Suite 311, Montreal, QC H2Y 1C9

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Jack KazmierskiEditor-in-Chief

[email protected]

J ust when you thought it was safe to rest on your laurels, everything has changed. As we enter 2014, it

would seem that the tire landscape has shifted, yet again, leaving the rest of us wondering what the future will hold.

For starters, I don’t mind telling you that my inbox has been inundated with announcements about new tires com-ing to market now, or in the near future. Manufacturers are dreaming up new tread patterns, new compounds, and new tire technologies. Their engineers are mixing their secret rubber cocktails, and thrilling us with their new inventions.

Canadian Tire, for example, is working on a way to shift the colour of the sidewall from white to blue as the mercury drops below 7 degrees Celsius, helping the aver-age consumer figure out, “Hey... I think I need to put my winter tires on now. My all-seasons have turned blue!” You’ll see the full story on this initiative in this issue of TireNews.

Where’s your WD?Then there’s the wholesale end of the mar-ket. In case you’ve been snoozing for the past few months, it seems that there’s a feeding frenzy out there as bigger players gobble up smaller ones. Perhaps your fa-vourite distributor has been gobbled up, or is no longer in business. What’s going on? We’ve got the answer to that question later in this issue as well.

But wait, there’s more! Have you heard about the very cool concept tire Nokian has dreamed up? It’s a stud-less tire with studs embedded in it. They stay retracted, and only come out when the driver needs extra traction on nasty icy roads. With the press of a button on the dash, the studs pop out, leaving James Bond and Batman green with envy. Although just a concept for now, Nokian says this is a hint of things to come.

Finally, there’s the world of tires “Made in China.” Who ever thought Chinese tires would be able to compete with the big boys here in Canada? But they’re here, and they’re putting up a fight for a share of the market. We’ve got no less than two articles in this issue about a couple of different brands, both of which are per-forming nicely, and at a reduced price to what the competition has to offer.

The moral of this story is simple. As the market changes, and as your competitors advance, change or simply disappear, now is the time to figure out what your next steps will be. Will you modify your mar-keting strategies and take advantage of emerging opportunities, or will you rest on your laurels and hope for the best?

Get off Those LaurelsEverything is changing. Are you keeping up?

EDITORIAL


INDUSTRY NEWSINDUSTRY NEWS

Giti Tires Grows Management Team

Pirelli Explains Formula One Tire for 2014

Tire industry sales and marketing veteran Armand Allaire and supply chain expert Daniel Gajewski have joined the Giti Tire management team.

Allaire, who has extensive experience in the sales and marketing of passenger, light truck, medium truck and giant off road tires, has been named Vice President of Marketing at Giti Tire USA, and will be responsible for marketing in both the US and Canada.

Daniel Gajewski joins Giti Tire USA as Director, Supply Chain, and will be respon-sible for logistics, forecasting and inven-tory replenishment for Giti Tire’s North American operations. JK

Follow us on Twitter

@autosphere_en

Armand Allaire Daniel Gajewski

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P Zero Orange hardThe toughest tire of the range is designed for circuits that are often characterized by high ambient temperatures, putting the highest energy loadings through the tires with fast corners or abrasive surfaces. The compound takes longer to warm up, but offers maximum durability.

P Zero White mediumTheoretically this is the most perfectly balanced of all the tires, with an ideal compromise between performance and durability. As a result, it is very versatile, but often comes into its own on circuits that tend towards high speeds and energy loadings.

P Zero Yellow softThis is one of the most frequently used tires in the range, striking a very good balance between performance and durability, with the accent on performance. It is still biased towards speed rather than long distances, but is nonetheless capable of providing a competitive advantage both at the beginning of the race on full fuel and when used as a ‘sprint’ tire at the end.

P Zero Red supersoftThe softest compound in the range is ideal for slow and twisty circuits, especially in cold weather, when maximum mechanical grip is needed. The supersoft benefits from an extremely rapid warm-up time, which makes it ideal in qualifying as well, but the flip side to that important characteristic is, of course, increased degradation.

Cinturato Green intermediateThe intermediates are the most versatile of the rain tires, dis-persing approximately 25 litres of water per second at full speed. They can be used on a wet as well as a drying track.

Cinturato Blue wetThe full wet tires can disperse up to 65 litres of water per second at full speed (increased from 60 litres last year) making them the most effective solution for heavy rain. The latest evolution of the Cinturato Blue means that it is also effective on a drying track, with increased durability. Jack Kazmierski

Pirelli has released new information geared to helping race fans better understand the range of tires available for the 2014 Formula One season:

www.autosphere.ca | March 2014 | Tire News | 7

Michelin has taken the wraps off www.michelinclassic.com, a reference tool for fans of classic cars, as well as for industry professionals. This global site offers complete service - from expert advice through to online sales.

The site boasts a database of more than 2,400 vintage and classic vehicles, com-plete with figures for the specific era regarding all the relevant sizes, fitting procedures and advice in terms of rec-ommended pressures for the tires and inner tubes.

Michelin also offers a dedicated ‘hotline’ to allow visitors to contact a Michelin ex-pert directly - by phone or email. JK

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Michelin Launches Classic Car Tire Website

OK Tire and Pneus Supérieurs Enter Historic AlliancePneus Supérieurs and OK Tire Stores Inc. have announced the formation of a stra-tegic alliance, creating one of the largest networks of tire and automotive service dealers in Canada.

The agreement between the two organiza-tions sees Pneus Supérieurs joining OK Tire Store’s network of independent dealers as an Associate Member and shareholder.

Pneus Supérieurs operates four distribu-tion centres in the province of Québec

and supports 11 Pneus Bélisle Auto and Commercial Centres, 34 Autopneu Dealers, 32 Mécanipneu Dealers, 27 Pneu Sélect Dealers and 2 MRT re-treading fac-tories. Under the agreement, the Pneus Supérieurs dealer network will maintain their existing identity and brand.

With the addition of Pneus Supérieurs, the OK Tire network of dealer-owned and operated outlets represents more than 400 locations throughout Canada sup-ported by 15 distribution centres. JK

Rob Downs, President & CEO of OK Tire Stores Inc.

Royal Tire Locations Join Fountain Tire FamilyFountain Tire has announced the completion of a major re-branding project in Northern Ontario, wherein eight Royal Tire consumer and commercial tire locations in Sault Ste. Marie, Sudbury, Timmins, Marathon, Huntsville, New Liskeard and Wawa have been converted to the Fountain Tire banner. According to Fountain Tire, store managers who prove their ability to offer superior service are offered a 50/50 equity stake in their operation - a move that is designed to attract the best people and create the conditions in which customer service can flourish.

“The expansion of our brand and business model into Northern Ontario is a tremendous opportunity for growth and shared learning,” says Fountain Tire’s Vice President of marketing, Nelson Tonn. “The collaborative partnership we have forged with Royal Tire associates is a perfect fit in terms of our shared values of local ownership and concern for the well-being and success of our customers, associates and communities.” JK


Yokohama Rewards Loyal Retail Partners

Industry experts agree that minus 7 degrees Celsius is the tipping point for switching over to winter tires. But

according to an in-house study commis-sioned by Canadian Tire, 80 percent of Canadians are unaware of how summer and all-season tires are compromised at temperatures below that tipping point.

Many Canadians just use a first big snow-fall as their cue to get the winters on. So Canadian Tire commissioned the develop-ment of a concept tire, which has a sidewall that turns from white to blue at temper-atures below 7 degrees Celsius.

“We thought, who better to address this than Canadian Tire?” notes Melissa Arbour, Senior Category Business Manager, Tires, Wheels and Accessories, Canadian Tire Corporation Limited.

“Obviously it’s not ready for market. We’re still in talks on how this really comes to life, but the key message is that not a lot of people get the 7-degree message. But we thought what a great way to identify the temperature difference. On a morning like today, it would obviously be blue. It would go back to white later in the day. But it would start you thinking about the need to book an appointment… our statistics show very few people change when it’s not frigid cold or when it’s not snowing.”

Thermochromic TechnologyThe tire uses the same colour-changing or “thermochromic” technology already on products like mood rings and hypercolour T-shirts, but Arbour notes this is the first time the technology has been adapted to a tire.

Canadian Tire commissioned ARTIS to make it all happen. ARTIS is an in-dependent organization based in Britain,

Tire Technology

The Future is BlueSidewalls on new concept tires turn blue when cold, telling drivers it’s time to switch over to winter tires.

BY MICHAEL GOETZ

specializing in the analysis, testing and de-velopment of rubber materials. The organ-ization’s point man for the Canadian Tire project is its Commercial Manager, Dr. Joe Hallett.

When I first see Dr. Joe Hallett at the Canadian Tire press event I think he’s an actor. He looks “too much” like a tire sci-entist to be believable as an actual tire scientist. But he’s the real deal. He’s even wearing his everyday lab coat. He holds a degree in mechanical engineering, as well as a PhD in rubber material development.

“We thought it was an interesting chal-lenge,” says Hallett. So interesting in fact, that initially ARTIS staffers didn’t think it could be done.

Needless to say, the introduction of thermochromic chemicals into a tire

compound necessitated much experi-menting. “It took us about three weeks to get to the sixth or seventh version of the compound that’s on the concept tire now,” says Hallett. “Making rubber work is a bit like cooking. You know what you want it to look like and taste like, and know the in-gredients you got, but trying to get them in the right combination for the final product is the challenge.”

Definitely Coming“We are definitely going to try and bring this (colour-changing) technology to market,” says Arbour. “But it has to go through belt testing, longevity testing, UV testing, etc. We can’t compromise the tire. We also have to find a vendor that is willing to work with us. Lots of things have to be done. But in the meantime, we thought what a great way to identify the temperature difference.”

PRODUCT KNOWLEGDE

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Dr. Joe Hallett with the prototype colour-changing tire


INDUSTRY NEWSLEADER PROFILE

When freshly minted Wilfred Laurier graduate, Glenn R. Maidment, got his first job at Uniroyal in

the 1960s, Kitchener was hailed as the “Akron of Canada.” Back then, there were seven tire manufacturers in Ontario, and two of them, Uniroyal and BF Goodrich, were in Kitchener.

“When you work for a large company like Uniroyal, you get to see all the different areas of the company,” says Maidment. “I started out as a clerk in the heavy service tire office, and eventually, worked my way up to sales and marketing.”

Uniroyal and BF Goodrich merged in the mid 1980s, and in 1991 were sold. Maidment was working in business de-velopment when the company announced it was moving the head office to Montreal. Maidment was considering his options when he was approached by The Rubber Association of Canada.

“At the time, I thought I would do the job for six months and then get a real job back in the industry,” chuckles Maidment. “But I’m still here.”

A deeper understandingDuring his time “in the industry,” Maidment was involved in everything from engineering and accounting to sales and marketing. “But when you join an associa-tion, you become involved in every aspect

The Rubber Association of Canada

Mover & MavenRAC President, Glenn R. Maidment, is at the helm of change.

BY KRYSTYNA LAGOWSKI of your members’ business,” he says. “I thought I knew the tire industry, but it wasn’t until I came here that I understood the depth and breadth of the business. You end up touching so many other aspects of it, and dealing with regulators, Transport Canada and many others. Working here, I can get involved and really contribute in a number of different ways.”

For example, the industry is developing standards around what constitutes wet grip and rolling resistance to help refine consumer education. The association is working with the government and regula-tors to reach internationally harmonized standards. “You should be able to make a tire once and have it recognized every-where,” says Maidment. “That’s where the industry is headed, and we’re working to develop thresholds that will give everyone confidence.”

Maidment is also enthusiastic about the success of tire recycling. Over the past 20 years, an entire sector has sprung up to responsibly recycle scrap tires in Canada. “But we still need more sustainable mar-kets,” he points out. “The association is helping to drive new markets, ensure R&D money is available, and encourage entre-preneurs to invest.”

Unbaking the cakeWhen he first started at the association in 1991, Maidment says the mantra was

“You can’t unbake the cake.” But now, with better technology and a greater under-standing of materials, there are many more possibilities. “There are a lot more uses for recycled rubber, such as sports surfacing and rubberized asphalt,” he notes. “We’ve stopped talking about scrap tires as a waste material, and more as a resource material. A whole new industry has been created, and getting better all the time.”

He believes there is great opportunity in Canada’s tire industry, particularly the retail and distribution side. “More companies are coming into the Canadian market, and they want to have good distribution networks,” Maidment says. “This industry grows at the rate of new vehicle growth. Tires are going to be around for a long time – they haven’t developed anything better.”

“I thought I knew the tire industry, but I didn’t until I came here.” Glenn R. Maidment, President, The Rubber Association of Canada

success of tire recycling. Over the past 20 years, an entire sector has sprung up to responsibly recycle scrap tires in Canada. “But we still need more sustainable mar-kets,” he points out. “The association is helping to drive new markets, ensure R&D money is available, and encourage entre-

When he first started at the association in 1991, Maidment says the mantra was


INDUSTRY NEWSSHOP OF THE MONTH

It began over 25 years ago in a modest building on a quiet Etobicoke street that housed a bustling commercial

truck tire shop. Today, under that man-agement of Darryl Croft and his broth-ers, that business has grown into a booming tire and repair facility, under the OK Tire banner.

“We have four separate divisions,” says Darryl Croft, General Manager of the OK Tire Etobicoke location. “It’s all under the OK Tire umbrella, and they were quite helpful in that expansion.” The evolution was gradual, growing from truck into car tires, then into car repair, then into whole-sale, and then into truck repair. Most recently, the truck repair operation con-solidated with the truck tire shop into a 20,000 square foot state-of-the-art facility with 14 bays.

That’s in addition to a 6,000 square foot car repair shop, a 10,000 square foot warehouse and a 5,000 square foot warehouse.

BY KRYSTYNA LAGOWSKI

PioneersCroft’s father and uncle were one of the first to join the OK Tire program when it came to Ontario in the 1980s. “They liked the program, the support and the market-ing,” Croft says. “OK Tire also provided training, and a good selection of products. An individual shop wouldn’t have access to that on its own.”

A strong work ethic has been key to Croft’s success, and he credits his 34 long-time employees with providing exceptional cus-tomer service. Turnover is low, because he has developed a supportive yet autono-mous environment in his shop.

“There’s a lot of cross training here,” Croft says. “Our key people have worked in various areas of the business, and we hire profes-sionals. Our people can think for themselves and have the freedom to do what they feel is right to take care of the customer. That’s an important part of why they stay with us – the fact that they have that freedom.

“It’s rewarding for an employee to be part of a system that has a reputation for treat-ing customers well.”

Training and technologyAt Croft’s shop, everyone stays on the leading edge of the industry. He invests in training and technology, and is the first to try out new processes, tools, and new tech-nology. “Our staff like the fact that we’re changing and growing all the time.”

For example, Croft recently invested in a mobile tablet inspection system for vehicles. “We’re constantly investing in anything that improves communications,” he says. “We have the latest in texting and imaging technology to communicate with each other, as well as our clients. The data analysis within our software is very strong, so we can mine good information.”

Currently, Croft is using Costar, Autoserv and Epicor software. “OK Tire makes us aware of emerging technology, so that we can get on board,” he notes.

There’s also state-of-the-art scheduling so customers can book appointments online. “We make it easy to do business with us,” Croft says. “We offer tire storage, shuttle service, anything that makes it easy for a client to get their car to us. We have a follow-up program to keep in touch with our clients so that they can be ready for the upcoming season.

“It helps create a culture of trust. Customers trust me and my staff. And that’s what people really want.”

(L-R) Dwayne, Dale and Darryl Croft, Co-owners of OK Tire in Etobicoke

OK Tire, Etobicoke, Ontario

Agreeable Autonomy Business thrives on progressive attitude.

“We make it easy to do business with us.”Darryl Croft, General Manager, OK Tire, Etobicoke, Ontario

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INDUSTRY NEWS

D AI Sales and Marketing Director, Philippe Desjardins finds it extremely mo-tivating to work in an environment where his imagination is allowed to soar. Thanks to the in-house design team, his napkin doodles are regularly trans-

formed into successful, unique wheel designs. “From sketches to computer graphics, we build our own casts in order to create original wheel designs!”

Speaking of casts, DAI just keeps pumping them out! Customers and distributors who “cast their lot” with DAI will definitely benefit from this enormous selection. “At DAI, we take the time to dream and do things differently, which is part of the reason why we’ve had so much success across Canada. Since 1992, we’ve

BY STÉPHANE QUESNEL

tirelessly worked our way to the front of the parade, which we now lead. Check out our catalogues and visit our web-site. Our beautiful jewel-like creations are absolutely stunning.”

The Five-Spoked WheelDAI has every model and colour of wheel you can dream of. They fall into one of five family branches: 720 Form, Art, Ruffino, PF wheels and DAI Alloys.

The 720 Form family is made up of ultra-lightweight alloy wheels produced by a “Flow-Form” process. They are generally found on high-performance vehicles, and contribute in reducing fuel consumption. (www.720form.com)

The new Art co l lect ion rep l i cates OEM wheels. “These true repl icas are very popular in the European vehicle market.”

The Ruffino is the ultimate line of DAI wheels. The refined style of these larger wheels is well suited for luxury cars. The addition of a new brawnier series of truck wheels rounds out the vast selec-tion. (www.ruffinowheels.com)

Transbec-DAI

Leading the ParadeStyle and taste are at the centre of most everyday workplace discussions at Direct Auto Import (DAI), a division of Transbec Inc. The creative Quebec-based company continues to innovate and increase its book of business all across Canada.

“From sketch to computer graphics, our own molds are constructed to obtain original wheels.”Philippe Desjardins, Sales and Marketing Director

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PF wheels are uniquely designed for the niche “Stanced Car” market, which consists of cars with lowered suspensions and small, wide, offset wheels. (www.phatfux.com)

Last, but not least, the DAI Alloys family of wheels carries the widest selection. With over 50 models, this line will satisfy those who are looking for wheels that are both ori-ginal and affordable. (www.daialloys.com)

The Secret Behind Transbec Inc.’s SuccessHow has Transbec managed to be so successful in its Canadian expansion? Philippe Desjardins credits the great product line, the dynamic team, competitive pricing, and the fact that the Transbec team members view their customers as being more like partners and friends.

The recent expansions have helped distributors keep up with demand by offering their complete product lines at competitive prices. With even more inventory on hand to meet growing demand, Transbec is building a strong repu-tation in the automotive industry, both with consumers and dealerships.

Among the recent initiatives that have impacted the busi-ness, the 2008 acquisition of Direct Auto Import (DAI) is probably the most significant. “Thanks to our wide selection of wheels, our dealership business has gone through the roof. Dealers realize that they can offer beautiful DAI wheels for winter use at a premium, instead of the traditional steel wheel offering,” explains Desjardins. It’s an easy choice.

The History of Transbec’s Growth

Dai is able to transpose a designed pattern sketched on a napkin in a single wheel on the market.

1974 With $1,400 in pocket, 22 year-old Pierre Deaudelin starts his business.

1986Deaudelin purchases his first 3,600 sq.ft. warehouse in Montreal-North, he then proceeds to launch his first parts importing business after a visit to China.

1990 Transbec moves into a larger 10,000 sq.ft. facility.

1992 Expansion continues with the acquisition of a huge neighboring warehouse, for a total of 25,000 sq.ft.

1995 Acquires parts distribution business Atlas. Sales team for Quebec, Ontario and Maritime provinces grows to 6.

1998 Third relocation with acquisition of 54,000 sq.ft. warehouse in Montreal-North. Staff count grows to 75.

2000 The integration of Atlas is completed. The sales team is up to 10 members.

2002

The transbec.ca website marks a new era, as the company expands its borders. A salesforce of 13 reps covers the entire Canadian market. Transbec attends Automechanika, in Frankfurt, Germany for the first time.

2006

Another important milestone is reached with the construction of the current 100,000 sq.ft. facility strategically located at the junction of Highways 440 and 25 in Laval, Quebec. Dominic Deaudelin, son of Pierre, is appointed Director, Purchasing, overseeing five employees. In addition, Philippe Desjardins ar-rives as Director, Sales and Marketing, with a team of 15 employees.

2007

Following the acquisition of major wheel distributor Direct Auto Import (DAI), the Sales team now stands at 16. Kevin Fleury is appointed Director, Sales, while Philippe Desjardins takes over as Transbec and DAI General Manager.

2011

Bernard Lachance is appointed as new Transbec General Manager. The powerful new DAI Transbec machine (large sales team, huge Laval facility), is behind the push to acquire new facilities to better service their customers and prepare further expansion. Since 2011, six warehouse facilities have been added across Canada: Halifax, Quebec City, St-Hubert, Toronto, Ottawa and most recently, Edmonton.



Manufacturer Spotlight

Passenger Tire ShowcaseTire manufacturers show off their latest products, just in time for the spring changeover season. TireNews asked all the major tire manufacturers which of their passenger tires they’d like to spotlight as we enter 2014. Here’s what they said.

BY JACK KAZMIERSKI

Continental PureContactThis all-season tire is designed for long wear, a comfortable ride, and best-in-class braking. It boasts a lower rolling resistance for improved fuel economy, +Saline additives that enhance grip on slippery roads, and tuned performance indicators that disappear when the tire is no longer suitable for optimal performance in either snow, wet, or dry conditions.

PHOTO: CONTINENTAL TIRE

General Tire AltiMAX RT43 General Tire’s AltiMAX RT43 all-season tire boasts a quiet and comfortable ride, year-round traction, even wear and extended tread life. The Replacement Tire Monitor Technology provides visual indicators signa-ling the need for replacement when the tires are too worn. The RT43 also comes with Visual Alignment Indicators that visually identify vehicle misalignment.

PHOTO: GENERAL TIRE

Goodyear Assurance All-SeasonDesigned for confident all-season traction, long tread wear and great value, the Assurance All-Season is coming to retail outlets throughout North America in April. The tire boasts advanced features including Multiple Biting Edges for great all-season traction, Wide Tread Grooves to help evacuate water and slush, and an Optimized Tread Pattern for reduced noise.

PHOTO: GOODYEAR

GT Radial Champiro VP1 All-Season TireThe GT Radial Champiro VP1 all-season tire is one of the most popular tires in the GT Radial line-up in Canada. It provides an excellent balance of comfort, control, durability and mileage for drivers of small, medium and large family sedans, wagons and crossover vehicles. It has four deep and wide circumferential tread grooves that provide excellent water channeling, and the tread’s variable pitch design provides superior comfort and a quiet ride.

PHOTO: GT RADIAL


Kumho Ecsta PA31Designed, engineered and produced specifically for today’s growing number of mid-level sports sedans and coupes, the Ecsta PA31 delivers outstanding street performance and excellent mileage. Wet and dry handling, combined with excellent traction in light snow conditions distinguish this tire from the pack.

Pirelli Cinturato P7 All SeasonThe Cinturato P7 is Pirelli’s answer to the needs of customers who prefer to choose tires with a low impact on the world we live in. The tire is available in a complete range of sizes to cover all applications from small city cars to prestigious sedans. The P7 A/S is the all-season version of the Green Performance Cinturato P7, designed to optimize comfort, mileage, and both wet and dry performance.

Sailun Atrezzo Z4+ ASThe Z4+AS is an ultra-high performance all-season tire, designed for uncompromising performance under all weather conditions. Engineered for high-speed performance, cornering, and braking, the Z4+AS allows you to get more out of your car. The special silica blends maximize grip and handling stability in dry conditions while maintaining outstanding wear characteristics.

Yokohama AVID ENVigorIntroducing the next-generation Grand Touring tire – one that offers the thrill of driving without comprom-ise. With a sleeker, more advanced design that provides best-in-class fuel efficiency and better perform-ance all year round, it also features improved ride comfort, longer wear and lower road noise. Plus a safer compound that incorporates recycled rubber for the well-being of the planet. So Envigorate your drive, on the road to a healthier world.

PHOTO: KUMHO

Michelin Premier A/SThe Michelin Premier A/S boasts new EverGrip technology, which provides drivers with exceptional levels of safety even as the tires wear down. Even when worn, this tire stops shorter on wet roads than the leading competitors’ brand new tires, says Michelin. Hidden grooves emerge as the tire wears, and rain grooves get wider over time increasing grip and maintaining the tire’s ability to evacuate water.

PHOTO: MICHELIN

PHOTO: PIRELLI

Hankook Ventus V2 concept2Hankook’s Ventus V2 concept2 boasts a directional tread pattern and compounds that provide excellent handling, traction and extended tread life year-round. The innovative ‘Twister System’ 3D Wave Pattern Channel forcibly removes water from the tread contact patch for improved driving and handling in wet conditions

PHOTO: HANKOOK

PHOTO: SAILUN

PHOTO: YOKOHAMA



Sales Techniques

Educate, Educate, EducateThe best way to upsell your tire customers is to share your knowledge with them.

BY KRYSTYNA LAGOWSKI

T he only things that may vary more than driving conditions across the country are Canadian drivers and their tire needs. And when you consider that the average driver only

buys tires every several years, there’s plenty of opportunity to educate them about the latest and best possible tires.

But this is no time for high pressure sales tactics, according to Dave Meulensteen, of Meulensteen Tire and Auto Service in Listowel, Ontario. “I don’t want to upsell somebody something they don’t need,” he says. “I begin by asking the customer a lot of questions, to find out whether they’re commuting or just getting groceries. That gives me a feel for what kind of driving they do.”

His shop is in a small town, and Meulensteen says he knows the majority of people who walk through his door. “It’s a trust relationship. If they trust you, you don’t have to pressure them, they’ll take your word for it.”

Not like buying a TVWhen customers make an appointment to bring their cars in for a seasonal changeover, that’s when the process begins. “When the phones start ringing, it’s pretty hectic, so we plan the entire ap-pointment during the phone call,” says Meulensteen. “We discuss tires, wheels, TPMS. Once they’ve made their decision, if they’ve bought a wheel package, then we discuss storage and things like that. It’s a step by step process where we try to do everything on the phone.”

He notes wryly that buying tires isn’t like buying a big screen TV. “You don’t get the same sense of joy. But when you buy snow tires, you can feel the difference when you get back out and drive. With all-season tires, if you replace the tire in July, you really can’t tell the difference.”

Many people won’t purchase additional TPMS sensors, since they are expensive. “They also don’t understand what the TPMS PH

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Sofia Volpov, President and CEO of 1010tires.com

“I don’t want to upsell somebody something they don’t need.” Dave Meulensteen, Meulensteen Tire and Auto Service Ltd., Listowel, Ontario


sensor does, they associate it with the light that flashes on their dash,” Meulensteen says. Storage is an easier upsell. “People like the idea of not having to deal with dirty and heavy wheels, especially if they have to be put in the backseat of their car, or lugged up a set of stairs.”

Meulensteen estimates about half of his customers ask his opinion about their tire condition. “Maybe about 25 percent will check their own tires,” he says. The majority have both

winter tires and all-seasons on dedicated rims. “That’s changed over the past five years. At one time, only a small portion were on rims. But that’s completely flipped.”

Steep hills and potholesIn Montreal, Celso Lauro, Manager of Merson Automotive, says his customers understand how im-portant tires are. “In Montreal, we have quite steep hills,” he says. “We have always had a high rate of winter tire usage, in the 70 to 80 percent range, even before it became mandatory.”

However, customers may not understand the dif-ference between snow and ice tires vs. a high per-formance winter tire. “We share our knowledge with customers in order for them to make an informed deci-sion, and bring in resources like magazines with facts and statistics about braking distance, traction, and so on,” Lauro says.

It’s a matter of showing the customer the benefit of an upsell. “We always try to find out how the customer will use the tires,” Lauro says. “They may want a less expensive brand, but we explain that the product may not last as long, or give the proper safety.”

About 60 percent of his customers will ask for quotes and information over the phone. He finds many will request summer tires, for non-winter driving. “I explain that a summer tire is a performance tire that goes on specific vehicles, but other vehicles require a four-sea-son,” Lauro says. “Customers are very open to hearing about different brands and types of tires.”

He does brisk business with alignments when tires are being changed, or new ones being purchased. “Our roads are awful in Montreal,” Lauro chuckles. “The potholes this year are particularly bad. So we also encourage balancing, to make sure there’s no vibration. We’ll clean and seal the rims, if they’re starting to develop corrosion.”

Educating the customerSofia Volpov, President and CEO of 1010tires.com, faces a slightly different challenge with her customers, since she runs an online retail service as well as bricks

and mortar operations. “Customers will do research online, or go from store to store, and acquire knowledge to purchase the tires they need,” she notes.

In Vancouver, where Volpov is based, there is no mandatory re-quirement for winter tires. But it is mandatory for certain roads in the interior of British Columbia. “We have a certain percentage switching over to winter tires,” she says. Many customers also buy a second set of wheels just for winter driving. “Some vehicles

will allow downsizing one or two sizes lower, so that keeps the price down for the winter set.”

To Volpov, it’s a matter of customer education. “When the customer is on the phone, we definitely will answer their ques-tions,” she says. “But if they come in, we can spend more time with them.”

Her specialty is the online 1010tires.com store, where customers don’t necessarily call and ask questions. “Educating the customer online is the best upsell tool that we have,” Volpov notes. “It has to be very subtle, so people don’t feel like they’re being taken ad-vantage of, but merely pointed in a certain direction.”

If a customer purchases an item online, they’re directed to an-other item in order to complete the purchase. “For example, if they’re changing to winter tires and wheels, then TPMS sensors might also be necessary,” she explains. There’s also an online tire and wheel glossary, as well as a tire size calculator. “The trend is to shop online, buy the tires online, and then go and pick them up at the local store,” Volpov says. “We offer to do the installation, and this becomes our opportunity to do the upsell.

“A new generation of buyers are using the computer more, and buying everything online, including tires and wheels. Our goal is to solicit more installers to participate in internet sales.”

If your customers trust you, you won’t have to pressure them. They’ll take your word for it.


If your customers aren’t impressed by you when they phone to get a price on a tire, or to make an appointment for installa-

tion or service, they can switch businesses by merely hanging-up and dialing the com-petition. So, your telephone skills can have a significant impact on your business.

To find out how you are perceived, take this telephone test.

1. How long does it take you to answer the phone?

A. 5 rings or less

B. 3 rings or less

C. Under three rings

After two rings, callers are wondering what’s going on. Your phone should be answered in-person by the second ring or by your voice-mail system by the fourth ring.

2. Do you answer your phone with any of the following?

A. “Hello.”

B. “(Company name only)”

C. “(Last name only)”

D. “Good afternoon, this is (your full name), how can I help you?”

All of these greetings have flaws: A, B, and C are too abrupt and don’t provide enough information; D is too wordy and dissuades callers from identifying them-selves because it encourages them to get to the point rather than saying their name. Plus it forces you to check the clock to see if it’s before or after noon.

A better greeting is, “Thank you for call-ing ABC Company. This is John.” If you are taking a call that’s transferred to you, then always identify yourself as you wished to be

addressed. Whether you choose to identify the department is optional.

3. Have you ever said, “Please hold” to a caller?

A. Yes

B. No

Never put a caller on-hold without asking for their permission, and then waiting for their response.

4. How long does it take a person on hold to become annoyed?

A. 2 minutes

B. 30 seconds

C. 1 minute

D. 17 seconds

Studies show that after only 17 seconds, callers on hold become annoyed. The excep-tion is when the greeter explains why the caller is being asked to hold and provides the estimated time required.

Knowing beforehand how long they can expect to wait reduces the chance of an-noyance, particularly among long distance and cellular phone callers. Another option to prevent frustration is to offer the caller

the option of either holding or hanging up and having their call returned within a brief, specific time period.

5. When you’re talking on the phone while a visitor walks in, who gets priority?

A. The visitor

B. The caller

The person who made the effort to show up in-person gets priority. That means you need to interrupt the caller. The quickest way to get that caller’s attention is to call their name. “George, I have someone who just walked in, can I ask you to hold for a moment?” Wait for their agreement. Then acknowledged the vis-itor, tell them you’ll be a moment, and wrap-up your telephone conversation.

If you’re talking to a customer in person when the phone rings, then get someone else to answer the phone, or use voice mail. Abandoning customers to answer the phone is downright rude and is a guaranteed way to lose customers. As obvious as this seems, it’s one of the most common blunders in customer service.

Influence with Ease

Test Your Phone SkillsAre your phone practices winning or losing customers?

BEHIND THE COUNTER

JEFF MOWATT

This article is based on the critically acclaimed book Becoming a Service Icon in 90 Minutes a Month, by customer service strategist and professional speaker Jeff Mowatt. To obtain your own copy of his book or to inquire about engaging Jeff for your team, visit www.jeffmowatt.com or call 1.800.JMowatt (566.9288).


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RACING

T he tricked-out 2005 Cadillac CTS bucks a few trends. For one thing, its owner, Joseph DiNobile, isn’t a

life-long car enthusiast. “I couldn’t have cared less about cars my whole life,” says DiNobile.

That changed when he beheld this particu-lar Cadillac CTS at California Customs in Niagara Falls, Ontario. DiNobile’s friend, Chris Walker, worked there as a craftsman and designer, and was building up the Cadillac to be his own personal ride.

The more DiNobile was around the car the more he became indoctrinated to its charms. At that point, it was already sport-ing the heady and unique paint job —spe-cial platinum white upper portion, deep jet-black lower portion.

“I said to myself, you know, this is a car I like. If there ever was one fancy car I could see myself owing, this would be it.”

So when it became available, in the spring of 2012, DiNobile became the new owner, and continued to work with Walker on the modifications and customizations, which now include,

• Lowered chassis

• Custom headlights, grille and taillights

• Hardwood trunk with video screen and sub woofers

• Red ambient under body lighting

• 20-inch Legacy rims

• Goodride SV308 High Performance 245/30ZR Tires

Goodride appeal At first, all he knew about the Goodride SV308 High Performance 245/30ZR tires was that they came on the Legacy rims fit-ted to the car when he bought it. He later came to appreciate their great looks and performance — and comparative value.

Goodride

Good Vibes and GoodridesThe Cadillac CTS show car makes a statement with

Goodride tires.

BY MICHAEL GOETZ

The Chinese-made tires are imported into Canada by Rakla Tires Inc., and have been in this market for over 20 years. But when the Goodride-shod vehicle was out and about on the streets, and displayed at vari-ous car shows, DiNobile would invariably be asked about the car’s arresting, low profile tires.

DiNobile soon realized the opportunity, for both him and Goodride. “I told them, I go to all these car shows and talk about your tires, let’s help each other.” So Goodride became the official tire of the show car.

And DiNobile is more than happy to spread the news about Goodride. “You don’t have to spend $500 or more for a performance tire from a major brand, just to trick out your car,” he says. “These Goodrides look great, and are fast and safe… Not sure what I would more in a tire.”

Universal appealWhether the CTS is shown at a classic car cruise-in, or compact sports performance show, or high-end exotic car event, it is always a welcome and popular attraction. Modified late-model Cadillacs are rare on any grounds, so this ride is always worth a look-see from any and all car enthusiasts.

“It has a very universal appeal,” says DiNobile. “Everyone from 6 to 80 loves this car.” The car has already won several awards, such as Best in Class, at last year’s Canadian Sport Compact Series in Cayuga, and Best Paint at Canal Days Car Show in Port Colborne, Ontario.

And it also never fails to draw a crowd at Aldershot School in Burlington, Ontario, where DiNobile teaches business courses to 10, 11 and 12th graders. On the rare days he brings the vehicle to school, it never fails to raise his “cool teacher” status by several degrees.

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Joseph DiNobile, and his prized Cadillac CTS


T ires are obviously a core category for Canadian Tire, but that doesn’t mean the stores’ sales staff have

always had an easy time talking about them with customers.

“We sell quite a few Goodyear Nordic tires,” says Melissa Arbour, Senior Category Business Manager, Tires, Wheels and Accessories, Canadian Tire Corporation, Limited. “But when we asked our stores to describe two features and benefits, or why you would buy it…”

She doesn’t finish the sentence, but you could easily guess how the stores did on rhyming off those features and benefits — not so good.

“You can probably describe why you would trade up to one of our better coffee mak-ers, but can’t describe why you would trade up in one of our core categories?”

More complex than coffee makersBut she’s not blaming anyone. She notes the complex nature of tire technologies and their compromises, and the lack of any industry standard for their actual perform-ance. Tires are hard to describe and hard to differentiate.

Canadian Tire figured the solution for both sales staff and consumers would be independent third-party tire testing. As far as it can tell, Canadian Tire is the first Canadian tire retailer to test its winter tires and publish the results.

“We literally sent all of our winter tires to Germany and Sweden, used a third party tester, and tested them from an unbiased perspective, side by side.”

All-season tires and summer tires are next, says Arbour, and have already been tested.

Retailing

Third Party TestingHow Canadian Tire uses published results as a sales tool.

“We’re going out with those results this spring and summer.”

Each tire was scored on a 10-point scale based on test data and the opinions of pro-fessional drivers, over six criteria: Dry, Wet, Ice, Snow, Fuel Economy, and Comfort.

While some may want to purely look at which tires have good scores in all

categories, Arbour points out that the tire testing results also enable consumers to better match tires to the conditions they drive in the most (wet, snow, dry), or to better match which attribute they desire the most (fuel economy, comfort).

“If you’re looking for an ice tire, for ex-ample, we have test results that you can have confidence in,” says Arbour.

BY MICHAEL GOETZ

R & D


Region-specific tire salesCanadian Tire also developed a chart, outlining the various winter conditions in each region of the country, and selected a range of products, including tires, that match those conditions. The five regions include: West Coast (Warm and Wet); Prairies (Chill Zone); Ontario (Variable); Quebec (Heavy Snow), and East Coast (Fog and Wind).

Arbour notes the company is “ex-tremely excited” about the testing initiative. It’s something that has not been done before in the industry, and she feels it will really help consumers

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Melissa Arbour, Senior Category Business Manager, Tires, Wheels and Accessories, Canadian Tire Corporation explains how Canadian Tire has segmented Canada into specific tire regions.

“We literally sent all of our winter tires to Germany and Sweden, used a third party tester, and tested them from an unbiased perspective, side by side.” Melissa Arbour, Senior Category Business Manager, Tires, Wheels and Accessories, Canadian Tire Corporation

get their heads around some of the tire technologies — technologies that are always difficult to describe and get across in a short sales presentation on the store floor.


Advertorial

W hen it comes to the Advantage program, Yokohama Canada’s Senior Director, Sales & Marketing, Trevor Longley has a clear vision in mind: “We’re passionate

about building a stronger connection with our retail partners, and our Advantage program is here to help us do that.”

The Yokohama Advantage program has returned for 2014 with attractive cash rewards, sales incentives and prize giveaways.

Also introduced this year is a newly designed online dash-board that lets users interact with the program, and helps strengthen the connection between the tire maker and its retail and wholesale partners.

The benefits of the Yokohama Advantage program were put into play during the past winter selling season as Advantage retailers were eligible to take part in the Mystery Shopper contest along with other Yokohama retail partners.

Retailers win prizes thanks to Yokohama’s Mystery Shopper Contest

Between September 15th and December 15th, mystery shoppers visited or called over 1000 Yokohama retail partners, including numerous Adantage dealers in order to evaluate the promotional efforts used to sell the iceGUARD winter tires. The following cri-teria was used to tabulate points: their ability to mention the ice-GUARD winter tire, promotion of the Yokohama rebate program and their ability to talk about product features and benefits.

The grand prize, a 2014 Mazda3, was awarded to Phil Deveau, Owner of Car Medics in Kingston, Ontario. The second-place prize, a 2014 Harley-Davidson Sportster 48, was awarded to Dan Martineau, Owner, Pneus Taché, in Montmagny, Québec. Both winners received an additional $3000 cash prize.

An additional three finalists were awarded an all-inclusive Canadian ski vacation, while numerous prepaid Visa gift cards valued at $100 were also handed out to deserving retailers throughout the contest.

Rewarding tire retailers for their support through the Advantage program certainly offers added value, and makes the connection just that much stronger between

Yokohama Canada Advantage Program

Advantage Program Contest Made Happy Customers!Yokohama rewards loyal retail partners


Yokohama and their retail partners! New retailers can visit Yokohama.ca/Advantage to register or to get more informa-tion on the program.

Presentation of the Mazda3. The first place finisher received $3,000 in addition to his Mazda3! Pictured here are Yokohama staff members with the winners from Car Medics. From left to right: Trevor Longley, Philip Deveau, Christine Rouleau, Tracy McShane, Brad Bellerby and Carol Lynch.

Presentation of the Harley-Davidson motorcycle. The first runner up received $3,000 cash and a Harley Davidson! Pictured here is Pneus Superieurs VP Sales and Marketing Yves St. Aubin; Pneus Tache owner Dan Martineau, and Manager Guillaume Fortin, Yokohama Canada President Eric Dedoyard, Pneus Tache staff Claude Martineau, and Yokohama Account Manager Fredereic Savard.

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Modern Must-Haves

Problem Solvers & Money MakersNew and noteworthy tools for your shop

BY JACK KAZMIERSKI

EQUIPMENT & TOOLS

Hands-Free Tire Changer

Revolution Tire Changer - The Hunter Engineering Company has produced the Revolution, a tire changer that’s about as close to hands-free as pos-sible. The Revolution handles every step in the tire changing process, keeping the technician’s work and involvement to a minimum.

The fully automatic process also eliminates the need for a skilled operator and reduces the experi-ence gap of tire-changing teams by turning all tech-nicians into experts. The touchscreen interface indi-cates the operator’s current step and also stores 15 helpful on-board videos. www.hunter.com.

Easy TPMSSchrader WAL 433-MHz EZ-sensor – Schrader’s latest TPMS offering is based on its programmable EZ-sensor and adds wireless auto-locate, or WAL. Once installed, the sensors communicate with the ECU, which determines each one’s lo-cation without a relearning tool. Two sensor models provide 90% of vehicle coverage, and each includes the non-corrosive EZ-sensor rubber stem. www.SchraderInternational.com.

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Rim ProtectionRimskins – A good item on your counter for impulse buys, this polymer tape installs simply and easily on the edge of the rim to prevent or hide curb rash damage. The adhesive won’t damage the wheel, and the package includes five pre-cut strips. Made in Australia, it’s available in several colours, for an invisible look or colour contrast. www.Rimskins.com.

Back SaverHoist Hanger – These made-in-Canada arms attach to the hoist and hold the wheels once they’re removed from the vehicle. The tech removes and reinstalls the wheel at the hoist’s height, eliminat-ing lifting a heavy tire-and-wheel combo from the floor. This saves the techni-cian’s back, and that can save you sick days and compensation claims. Your shop looks tidier to your customers, too. www.HoistHanger.com.

Lug Nut Problem SolverLug Ripper – This tool drills into seized or frozen lug nuts to easily remove them. The kit comes with three guides to fit 17, 19, or 21-mm lug nuts, and a carbide cutter that fits into a standard half-inch drill. The tool cuts into the lug nut, using the wheel stud as a guide. The stud must be replaced afterwards, but the wheel is undamaged. A special wedge handles rims with deeper holes. www.LugRipper.com.

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M anufacturers are bringing back the past with a long list of new classics - the New Beetle, Mini, Mustang, Fiat 500, Camaro, Thunderbird…

and the list goes on and on. Nostalgia is big busi-ness, and today’s carmakers are adding a heavy dose of the past into every new iconic re-launch.

In reality, the only thing retro about these new models is their styling, as they are in every way as contemporary as any new model. For ex-ample, the base Camaro V6 steel wheels are inspired by the Rally-type wheels of the 80s, but happen to measure a very contemporary 18 inches, even if they closely resemble the original 14-inch wheels.

Retro-style wheels have been offered for a num-ber of years on the Mustang, albeit as an op-tion or as part of a special equipment package. The Special Edition Bullitt wheels (2002 and

2008) were true to the Torque Thrust design of the 60s from the famous Steve McQueen movie. These wheels transport us right back to the Peter Yates movie and its iconic green Mustang. All that’s missing is the infamous black Dodge Charger to make the illusion complete.

Indeed, both the Dodge Charger and its close cous-in, the Challenger have also benefitted from wheels that evoke the past. The V6 ver-sion wheels are inspired by the stylized ‘Magnum 500’

Retro Styling

Redefining the PastOver the past fifteen years, we have witnessed the re-birth of a vast number of automotive icons... along with their retro-styled wheels.

BY LOUIS-ALAIN RICHARD

The Beetle is a great example of the type of

contemporary retro styling that VW wheel

designers were required to emulate.

The Ford Mustang is another great example of a successful ‘Back to the Future’ design.

The Dodge Challenger is a modern version of a yesteryear classic.

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The powerful Chevrolet Camaro LT is a contemporary reminder of the bygone muscle-car era that cannot

deny its 70’s heritage.

WHEELS


steel wheel, which was also available for the Mustang, as well as a number of Chevrolet and Buick models.

Retro Euro stylingEuropean models have not been left wanting. The famous Minilite alum-inum wheel, mainly seen on the Mini, is back in the spotlight, thanks to the re-birth of the Mini. The fitments have nothing in common with the original model, as the new wheel comes in a 17-inch version instead of the original 10-inch. Saab offered this model in the 90s on its 900 model, as a re-minder of its rally-car heritage.

The latest Beetle, the one without the ‘New’ name tag, benefits from mag-nificent 60-70s era-inspired aluminum wheels. As with the older version, they have 8-spokes and a bulbous chrome centre cap. They are a great reminder of the Beetle’s glorious history.

Manufacturers are keen to draw on their glorious past for inspiration, which is not quite the case for most aftermarket wheel producers. They seem to be mostly inspired by the present, and, in some cases, even the future. As trends come and go at a rapid pace, the key to their survival rests in their ability to pick up bud-ding trends. Aftermarket wheels tend to be viewed as decorative, even fash-ionable items. And we all know that nothing changes quicker than the latest fashion trend.

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The Mini Cooper is aging rather well, as you can see in this ever-youthful John Cooper Works version.

The powerful Chevrolet Camaro LT is a contemporary reminder of the bygone muscle-car era that cannot

deny its 70’s heritage.


EVENTS

BY JACK KAZMIERSKI

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S ailun Tire couldn’t have picked a nas-tier year in which to test their tires. This has got to be the coldest winter

in recent memory! Despite the conditions, Sailun invited the media to a head-to-head competition between their winter tires, and a better known name brand.

Sailun dubbed this the “Winter Tire Challenge,” and our TireNews staff had an opportunity to spend an entire day test driving two identical vehicles, back-to-back in the most brutal winter conditions.

One of the vehicles was equipped with a set of winter tires from Sailun. The other,

was equipped with a better known name brand. Since Sailun staff buffed the names off the sidewalls, the challenge was to see whether we could tell the difference between Sailun’s winter tire, and the more expensive, and better known brand.

After all was said and done, and after everyone endured -30 degree weath-er, most of us had to confess that we could not tell the difference. Both tires performed similarly in slalom courses, braking comparisons, and a real-life road course on snow-covered public roads.

Although both tires performed similarly, there was a difference - price. A set of four of Sailun’s IceBlazer WSL2 tires would cost the average consumer about $200 to $250 less than what the competition was asking for a set of their winter tires.

Yes, they’re “Made in China”Having pointed out the obvious price dif-ference, the next objection Sailun has to overcome is the fact that their tires are made in China. Somehow, this is sup-posed to negate the fact that both tires performed equally well in horrible winter conditions.

So how does Sailun address the Chinese question? During a presentation to the

media, Sailun executives were quick to point out that they’re not the only ones making tires in China. In fact, Sailun ex-plained that many well known brands, including Michelin, Goodyear, Pirelli, Bridgestone, Continental, and others also make their tires in China.

The point, explained Sailun, is that quality has no connection to the country of origin, but is directly related to the factory of ori-gin. So if these major tire manufacturers can build quality tires in quality factories in China, so can Sailun.

Global brandAlthough not well known in Canada, Sailun is a global player with sales in over 120 countries. The challenge, here in North America, is to get consumers to look be-yond the fact that these are Chinese tires, and simply try them on. That’s a task Sailun hopes they can get tire retailers to help out with, since consumers look to the men and women behind the counter for advice when making tire purchasing decisions.

Overcoming perceptions and taking mar-ket share away from better established brands may be an uphill battle, but it’s one Sailun is willing to fight as they continue to promote the core values that define their brand - Quality, Trust, and Support.

Sailun Tire

Can You Tell the Difference?A head-to-head competition proves that Sailun can hold its own against more established brands.

Sailun’s IceBlazer WSL2 winter tire


SAFETY

BY LAURENT JOYAL

If you’re reminding your customers to regularly check their tire pressure, you’re doing the right thing. But is that enough,

or should you also be recommending a tire gauge that will do the job right?

The truth is, not all tire gauges are made the same, which leads to the question, do your customers have the right tools for the job? Experience shows that the majority of tire pressure gauges sold to consumers are simply not accurate enough.

To prove our point, we measured the pres-sure in a sample tire, using five different pressure gauges, all of which are sold at the retail level. The result? Only two of the gauges provided similar readings, and readings between the most optimistic and pessimistic gauges were in the 33% differ-ence range!

A 33% gap for a target pressure of 32 psi comes out to a whopping 10 psi difference. This means that a 32 psi reading can ac-tually hide a true 22 psi reading. No won-der so many people are driving around on under-inflated tires. These findings make us wonder about the wisdom of advising customers to check their own tire pressure.

TPMSThe idea that TPMS is the solution is a seductive thought. But, according to Pierre Chevalier, from high-performance

Tire Pressure Gauges

Proper PressureAlthough the virtues of maintaining the correct tire pressure are well documented, what your customers use to measure their tire pressure can make a huge difference.

tool and parts distributor, Hélie ’n’ Sport, these systems are not yet 100% reliable or accurate.

Just think of all the frozen TPMS systems (during the cold winter months) that end up generating ‘Check Engine’ codes, as well as numerous other malfunctions that end up deactivating systems such as cruise control or all-wheel drive. As TPMS use has not yet been mandated for every motorized vehicle application, the good old-fashioned pressure gauge is still the best way to go.

Viable SolutionsThe problem with less-than-accurate tire pressure gauges is huge, especially when you consider the implications of in-correct tire inflation. But strangely, very few industry experts seem to be raising this alarm. So what can you do to help your customers?

For starters, you can explain the difference between quality tire pressure gauges, be they mechanical or digital, and those com-monly sold to the masses. A quality gauge should always provide information about

the margin of error (for example (±1.0 %). A number of good quality models are avail-able in the $20-30 range.

Another low-cost solution is ‘calibrating’ your customer’s gauge by comparing the readings your customer is getting, with that of a quality gauge that you trust. The customer will need to add or subtract the difference between their gauge and yours when checking his or her own tire pressure.

For example, if the customer’s gauge reads 4 psi less than your reference gauge, the customer will need to inflate the tire to 36 psi in order to obtain a true 32 psi. It’s im-portant to remember that even top quality gauges need to be periodically calibrated.

Creating awareness about the importance of correct tire inflation is useless if your customers don’t have the right tools for the job. Although a number of variables come into play when it comes to tire pressure (outside temperature, warm tires, etc.), it all starts with a precise reading provided with a quality gauge. Make sure your cus-tomers know the difference.

These findings make us wonder about the wisdom of advising customers to check their own tire pressure.


EVENTS

G reenville, South Carolina - Michelin recently invited TireNews to the track in order to discover its new

Premier A/S tires. Not only are the tires new, but they also boast a new technology that the manufacturer says should revolu-tionize the tire industry.

Michelin has rethought the design of the tire tread. Not only does this new design promise to improve road safety, but it also boasts improved grip, even when the tire is partially worn.

Hidden secretsThe secrets to Michelin’s new EverGrip technology are actually hidden beneath the tread’s surface. First, there are the rain grooves, which are positioned around the circumference of the tire with a special geometric shape that gets wider as the tread wears.

In other words, despite losing tread depth, this central groove becomes wider and

wider as the tire wears. This, in turn, helps the tire channel away the same quantity of water it used to when it was new, despite the fact that there’s less depth in the groove.

The other secret is another set of grooves, found along the tire’s shoulder. These emerge as the tire becomes 50% worn... seemingly out of nowhere. The result? Less depth, but more grooves.

As the tire reaches a certain wear level, more than 150 hidden grooves emerge to provide additional help to channel water away, while at the same time maintaining wet traction.

Michelin’s 3rd revolutionary breakthrough?During their presentation, Michelin re-minded us that the tire manufacturer is responsible for previous breakthrough technologies, including the radial tire (1946), and silica integration (1992).

Today, Michelin believes that its EverGrip technology, which will gradually be inte-grated into other tires, will be just as revo-lutionary as both these previous manufac-turing marvels. Michelin also believes that other manufacturers will eventually take this same big step towards optimal safety.

Michelin will introduce the first Premier A/S tires to the Quebec market (in March), just in time for the changing of the sea-son, and before the North American launch, in April. They’ll be available in 30 sizes (185/65R15 - 245/45R18) fitting a range of passenger vehicles, including the Cadillac CTS, Ford Fusion, Nissan Altima and Toyota Camry. Michelin will offer a limited 100,000-km warranty on the Premier A/S.

Michelin

New Tires, New TechnologyMichelin reinvents the tire with the launch of the Premier All-Season line.


The secrets to Michelin’s new EverGrip technology are actually hidden beneath the tread’s surface.

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The new Premier A/S tire is designed to excel in wet conditions, even when the tire is worn.

The Premier A/S will be available in April throughout Canada.


HUMAN RESOURCES

BY STUART RUDNER

W hat do you do when one of your employees posts inappropriate comments online? Or, even worse,

what if they post negative comments about your business? Can you fire them? The answer, which may frustrate some, is a clear “it depends.”

A few years ago, two car dealership em-ployees were fired due to comments they posted on Facebook about their employer. During a union drive, the insulting and offensive comments began. Over time, they became more frequent and more of-fensive, including homophobic slurs and threats. Ultimately, the two were fired.

Capital punishmentDismissals for cause can be one of the most challenging issues facing employers. Courts are reluctant to find just cause for dismissal, because doing so will mean that the employee is not entitled to notice of termination, termination pay, severance pay, or anything else. It is a harsh penalty, and has been referred to as the “capital punishment of employment law.”

Just causeJust because an employee is guilty of misconduct does not mean that dismissal must follow. In many circumstances, a less-er form of discipline will be appropriate. The courts will require that the severity of any discipline imposed be proportionate to the egregiousness of the misconduct. In other words, the punishment must fit the crime, bearing in mind all circumstances.

A “contextual approach” must be used that takes into account all relevant cir-cumstances. This will require considera-tion of, effectively, the entire relation-ship, including:

• length of employment

• prior misconduct

• prior discipline

• the nature of the employee’s position

• the level of trust required

• the employer response to similar mis-conduct in the past

• the egregiousness of the offence and the need for proportionality

• the individual’s conduct when confronted with the allegations.

• any other relevant circumstances.

While some companies have simply given up, I often say that “just cause is not a lost cause.” There are many cases where courts agree that summary dis-missal was appropriate.

Misconduct outside business hoursCan an employee be fired for something they do on their own time? Generally speaking, what employees do on their

own time is their own business. However, off-duty conduct will be considered mis-conduct which can result in discipline or dismissal if:

✓ the conduct of the employee harms the company’s reputation

✓ the employee’s behaviour renders the employee unable to perform his duties satisfactorily

✓ the employee’s behaviour leads to refusal, reluctance or inability of the other employees to work with him, or

✓ the employee’s conduct makes it diffi-cult for the company to properly carry out its function of efficiently managing its works and efficiently directing its workforce.

In other words, the conduct must have an impact on the employer or the em-ployment relationship to constitute mis-conduct. If it does, then the assessment should proceed as set out above.

It is crucial that employers not react in haste or out of anger. And remember that not all misconduct will justify dismissal. Failing to handle a dismissal properly can expose an employer to substantial dam-ages. While it may sound self-serving, it is always advisable to consult an employ-ment lawyer first. It is far less expensive to get legal advice in order to avoid a dispute than it is to retain a lawyer to defend one.

Management

Punishment Must Fit the CrimeGetting rid of difficult employees isn’t as black and white a matter as some might think it to be.

Stuart Rudner is a leading HR Lawyer and a founding partner of Rudner MacDonald LLP, a firm specializing in Canadian Employ-ment Law. He provides clients with strategic advice regarding all aspects of the employment relationship, and represents them before courts, mediators and tribunals. He is author of You’re Fired: Just Cause for Dismissal in Canada, published by Carswell. He can be reached at [email protected]. You can also follow him on Twitter @CanadianHRLaw and join his Canadian HR Law Group on LinkedIn.


MANUFACTURER NEWS

Double Coin Tires and CMA will be unveiling a new loader tire next month at the CONEXPO-CON/AGG show in Las Vegas.

“As part of our on-going commitment to the global off-the-road (OTR) community, we are pleased to be a part of this year’s show exhibiting our full line of radial OTR tires,” said Aaron C. Murphy, Vice President of CMA. “In addition, we are introducing our latest OTR technological advancement – the new Double Coin REM-19 45/65R45 L5 loader tire unveiling exclusively at this year’s show.”

The company also announced that they’re developing new radial scraper tires, which will be released later this year. Jack Kazmierski

PHOTO: DOUBLE COIN

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Double Coin To Unveil New Loader Tire

Michelin has announced the launch of its new Michelin X Multi Energy Z (March 1st), a regional steer tire that promises a 15 percent reduction in rolling resistance, improved fuel efficiency, as well as excellent longevity and a high degree of overall durability.

“Michelin is excited to again offer a no compromise truck tire solution this time for regional steer tires. The new Michelin X Multi Energy Z offers the industry’s best combination of fuel savings and mileage in a regional application,” said Ted Becker, Vice President of Marketing for Michelin Americas Truck Tires. “When combined with the Michelin X Multi Energy D drive tire, the Michelin X Multi Energy Z provides a complete SmartWay regional solution.”

Michelin says the X Multi Energy Z is ideal for the emerging super regional trucking application, which requires a tire that

can withstand both irregular wear and scrub. JK

Michelin Launches New Steer Tire

“Michelin is excited to again offer a no compromise truck tire

can withstand both irregular wear and scrub.

Plombco Awarded Patent for “Plasteel”Plombco Inc, a manufacturer of wheel weights, has been awarded a patent for their Plasteel product line.

Plasteel is a steel core clip-on wheel weight encased in a plastic overmold. It is easy to install, has exceptional corrosion resistance, and doesn’t scratch the wheel.

“We knew there had to be a better solu-tion than the steel and zinc weights that were out there,” said Claude Lussier, Plombco’s President. “While developing Plasteel, we took into account all of the things people liked about lead weights, and eliminated the things people didn’t like about non-lead weights.” JK

www.atlastire.com 2,5,23,39

Atlas Tire Wholesale Inc.

autosphere.ca 21,27 Autosphere

www.bridgestonetire.ca 40

Bridgestone

www.doublecointires.com 11

Double Coin Tires

www.goodyear.ca 29

Goodyear

hunter.com 31 Hunter Engineering

www.kumhotire.ca 13

Kumho Tire

rthibert.com 37

Robert Thibert

www.transbec.ca 3

Transbec

yokohama.ca 9

Yokohama

ADVERTISERS INDEX


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Hercules Announces Upgrades to Tire WarrantyHercules Tire is upgrading the warranty on their medium ra-

dial truck tires. The upgrades cover all Hercules brand medium

truck tire lines, including the H-Series offering. The comprehen-

sive changes address free replacement, casing allowances and

warranty duration, offering added coverage for eco-friendly,

SmartWay Verified products, on applicable Hercules offerings.

Enhancements fall into three key categories:

Extended Free Tire Replacement Period.The company has extended the replacement period for Hercules

brand medium truck tires to 50 percent original tread life if the tire

becomes unserviceable due to workmanship or material defects.

Longer Warranty Period.All Hercules brand medium truck tires carry a minimum limited

warranty of 60 months coverage against defects in workmanship

or material. SmartWay verified tires, signified by the “EcoFT”

logo, are now warranted for 72 months.

Increased Casing and Retreading Allowances.Retreading and casing allowances for the first retread have been

improved, some by as much as 50 percent.

The enhanced warranty took effect on January 1, 2014, with the

extended replacement period applicable to tires purchased January

1, 2014 or later. JK

Nokian Tyres has designed an ingenious new winter tire that comes with stud-on-demand technology. Unfortunately just a concept for now, the tire is technically stud-less. However, with the press of a button (on the dash), the driver can bring out the studs to improve grip on icy roads. When the studs are not needed, they can be retracted back into the tire.

The idea behind the combination non-studded and studded tire is that the driver can make the switch when road condi-tions change. Studs are not used on dry roads, but they can be activated on icy roads for extreme safety.

The studs on all four tires are raised and lowered at the same time. The body of the stud remains in place, and the moving part is the hard metal pin in the middle of the stud.

Nokian says this unique concept tire is, “a hint of the things to come in the future.” JK

Nokian Introduces World’s First Non-Studded Tire with Studs

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Matti Morri, Technical Customer Service Manager for Nokian Tyres


INDUSTRY INSIGHT

T oday, in 2014, the supply chain land-scape is vastly different than it was just two years ago. Many players in

the Wholesale Distribution (WD) end of the tire business have disappeared, both large and small. In most cases they have been purchased and absorbed by larger players. Their names will become a part of history, no longer a part of the present or the future reality.

While the speed of change surprised some, the change itself should not be a surprise. When you have too many sellers

chasing too small a market, something has got to give.

Canadian challengesThe Canadian marketplace is geographic-ally large, but in terms of population and market volume, it is smaller than the mar-ket in California (California’s population is approximately 38 million / Canada’s population is approximately 35 million). Canada lacks population density and market volume and is faced with strong seasonality – our severe winters.

If we take New York as an example (the state experiences seasonality as well), and compare it to Ontario, the Canadian market still falls short when it comes to population density and market volume (approximately 19.5 million people in New York over 47,214 sq. miles / approxi-mately 13.5 million people in Ontario over 415,600 sq. miles).

Let me illustrate some of the key market conditions affecting the operation of a Canadian WD:

• The lack of population density means a WD has to cover a far wider delivery area to achieve truly viable business volumes. This drives up delivery costs.

• The lack of market volume means the demand for tires

cannot support a lot of WDs. This limits growth

potential.

• Seasonality means a WD works with a low

throughput per square foot (the number of tires

moved / square footage of the warehouse). With a Canadian WD

having to receive large volumes of winter

tires in June that will not be sold until October or November, it is very hard to achieve the throughput per square foot enjoyed by many WDs in the USA. A Canadian WD needs more warehouse space to sell the same number of tires. This drives up the cost of handling each tire.

If we take the 3 points above and add the price deflation in 2012 and 2013 as tire manufacturers reduced prices to close the gap with USA pricing, a Canadian WD has to sell more tires to generate the same revenue. However, market demand is not growing fast enough to allow every WD to grow their sales volumes at a sufficient enough rate to offset the price deflation.

ConsolidationThe result? The WD sector was ripe for consolidation. To achieve economic sus-tainability a WD must develop critical mass. Unfortunately, with the limited market size and high cost of operation, it is very difficult for a WD to achieve the critical mass required to be truly viable and enjoy economic sustainability.

Consolidation creates critical mass and re-duces the cost of operation. Consolidation can create economic sustainability.

I understand many tire retailers are very nervous about the changes in the WD sector. For some of you, your preferred supplier disappeared overnight. However, this is the new reality, and if you under-stand the reasons behind the changes, you are better able to plan and adjust so as to operate in the new reality. Be pre-pared, there will be more changes ahead in 2014.

Wholesale Distribution

Supply Chain ConsolidationThe WD landscape has changed dramatically in recent years. More change is on the way. Are you ready?

Peter-James Gregory

Peter-James Gregory is President of Atlas Tire Wholesale Inc.

population density and market volume (approximately 19.5 million people in New York over 47,214 sq. miles / approximately 13.5 million people in Ontario over 415,600 sq. miles).

Let me illustrate some of the key market conditions affecting the operation of a Canadian WD:

• The lack of population density means a WD has to cover a far wider delivery area to achieve truly viable business volumes. This drives up delivery costs.

• The lack of market volume means the demand for tires

cannot support a lot of WDs. This limits growth

throughput per square foot (the number of tires

moved / square footage of the warehouse). With a Canadian WD

having to receive large volumes of winter Has your preferred tire supplier disappeared overnight?

the official business magazine of canada’s tire … news march 2014.pdf · the official business...

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