Goodyear: Tire-Shopping 'Burns Rubber'
14 December 1999
Goodyear: Tire-Shopping 'Burns Rubber' SHOPPING FOR TREADS - GOODYEAR TIRE & RUBBER Goodyear associate Jessica Kurkey shops for tires through the Internet, newspaper advertisements and, finally, a visit to the store. Although the activity is hardly "shop 'til you drop," she says making an informed choice on tires is important, considering the amount of time motorists spend in their vehicles. In this case, the Regatta 2 passenger car tire is her choice for a comfortable ride, precise handling, good price and ahem, good looks. (PRNewsFoto)[KC] AKRON, OH USA 12/13/1999
AKRON, Ohio, Dec. 13 -- Tire-buying never was a "shop 'til
you drop" proposition, but new market research now shows tire "shopping" is
downright rushed.
(Photo: http://www.newscom.com/cgi-bin/prnh/19991213/CLM009 )
That's why the world's largest tiremaker is inventing new products at an
unprecedented pace.
More than half -- 56 percent -- said they select and purchase their tires
in a day, a whirlwind even by tire-shopping standards, according to 1999
market research by The Goodyear Tire & Rubber Company.
In 1985, 56 percent said they spent weeks and months to make a tire
purchase, exactly the opposite of today's shopping habits. About 45 percent
said they took "weeks" to buy tires; today, half take that long.
The culprit is the lack of time, according to Bob Toth, Goodyear marketing
manager for auto tires. "Time-strapped consumers are 'burning rubber' in
almost every aspect of their lives," Toth said.
According to the Center for Community Economic Development, nearly
60 percent of U.S. families are supported by at least two wage earners,
implying a lack of leisure time. Single-parent households have increased to
30 percent, up from 13 percent in 1970.
Goodyear retailers' challenge now becomes providing even faster service
and accelerating consumers' tire selection process, Toth said. Since the
average vehicle is fitted with 3.07 sets of tires in its "life," Goodyear
strives to have "new and exciting" tires available when the tire buyer shops
for replacements.
New product introductions are accelerating to grow its business, increase
profits and increase consumer tire selection. By the end of 2000, nearly 80
percent of its lines will be less than three years old.
"Time-pressed consumers feel they don't have the luxury to delay tire
purchases," Toth said. "And that's OK, as long as their tire decisions aren't
hasty ones. Consumers need to rely on the professional advice of tire
retailer personnel, who know which questions to ask to help make the correct
tire choice."
Hasty decisions usually result in a tire that doesn't match a driver's
needs, he said. "There's an inherent danger in making snap decisions about
tires. The wrong tire choice can adversely affect the handling of the vehicle
or its traction on rain-slickened roads."
There's more to consider than size and price, particularly considering
emerging run-flat, winter tire and off-road tire technologies. Proper tire
selection hinges on needs analysis, starting with who drives the vehicle. The
type of vehicle -- front-, rear- or four-wheel drive -- prescribes which tire
will deliver the best service. If the vehicle is used to tow a trailer,
different tires may be required.
Tire needs are affected by the number of miles driven, the type of roads
and terrain and whether those roads are snow-covered in the winter, he said.
"Buying tires is like buying shoes; there is a correct shoe for the job. You
don't buy thin-soled dress shoes for hiking in the mountains; you don't use
cleat-soled hiking boots for dancing.
"Even time-poor consumers should take the time to ask questions and
evaluate what they really want out of a set of tires," Toth said. "Just
focusing on one or two tire features, such as low price or long wear, prevents
an honest evaluation. Rather, they should look for a tire that offers the
best balance of performance features and satisfies their driving conditions
and requirements."
For example, the Goodyear Regatta 2 radial is an all-around good performer
balanced for excellent wet traction and handling and an expected 75,000 miles
of treadlife, he said.