A New Look, A New Beginning - autosphere.ca

Volume 5 / Number 5 / September 2008 / $4.95

A New Look,A New Look,A New Look,A New BeginningFirestone Tire & Automotive Centre

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12 Business Fundamentals

What’s Your Business Worth?

16 CATRA: Working Together on Recycling

Annual Meeting Brings Management Boards Together

22 Succession Planning: Not Just for Tomorrow

The BDC Outlines the Need to Look Ahead

23 Management—The Art & Science

5 Keys to Becoming a Better Manager

38 TIA Advice

Watch Out for These Five Common Myths About Tires

F E AT U R E S

R E G U L A R S

ContentsSeptember 2008

28 Special Report - 2009 Winter Tires

The Dawn of a New Era14 Firestone Tire & Automotive Centre

A New Look, A New Beginning

Editorial 4

Charge it!Never Fear to Charge a Little Extra When You Give a Little Extra

Industry News 6, 8, 9, 37

New Products 11

Commercial Tires 18, 19

Tire Shortage?Not Yet for the Trucking Industry, But…

Wheels 24, 25

Custom Wheels in WinterWhat to Do With Fancy Wheels in Winter

Tire Recycling 26, 27

Be Tire Smart: Another Successful CampaignStudy Shows Consumers Are Getting the Message

Michelin Green Tires Save10 Billion Litres of Fuel

Advertisers 37

October 2008

Be Car Care Aware - Auto Safety Month

October 29-312008 Rubber Recycling Symposium Four Seasons Hotel, Vancouver, BC✦ www.rubberassociation.ca

November 2008

November 4 AIA Canada - Canada Night 2008Caesar’s Palace, Las Vegas, NV✦ Thérèse Santostefano 1-800-808-2920, ext. 225✦ [email protected]✦ www.aiacanada.com

November 4-6AAPEXSands Expo & Convention Centre, Las Vegas, NV, USA✦ www.aapexshow.com

November 4-7SEMALas Vegas Convention Center, Las Vegas, NV✦ www.semashow.com

Calendar

S e p t e m b e r 2 0 0 8 TN T i r e N e w s 3

Editorial

PublisherRémy L. Rousseau

Contributing EditorsÉric Descarries, Jack Kazmierski, Jil McIntosh

Copy EditorShirley Brown [email protected]

ProductionOlivier Rhême [email protected]érie St-Cyr [email protected]

Circulation ManagerSylvain Gendron [email protected]

AdministrationWendy Allain [email protected] Belleville [email protected]

AdvertisingNathalie [email protected]

Luc [email protected]

Réjean A. [email protected]

Subscription 1 year: $19.95 2 years: $34.95 3 years: $49.95

Published by Publications Rousseau2938, terrasse AbénaquisLongueuil QC, J4M 2B3T: 450-448-2220 F: 450-448-1041 [email protected]

Tire News Magazine is dedicated to serving the business interests of the Canadian tire industry. It is published seven times a year by Publications Rousseau & Associés Inc., 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 Publications Rousseau & Associés Inc.

Publications Mail Agreement 40014105. Return undelivrable Canadian addresses to Publications Rousseau / Circulation Department, 2938 terrasse Abenaquis, suite 110, Longueuil, QC J4M 2B3

ISSN 1710-4211

PRINTED IN CANADA

Charge it!

Never Fear to Charge a Little Extra When You Give a Little ExtraI recently purchased a set of four new tires from a tire dealer in Quebec and had

them installed, balanced, etc. Normally, the purchase of a set of tires is not a

memorable event, but this time was different.

Rémy L. Rousseau [email protected]

F rom the bill I received, it was clear to me that this tire dealer was out

to succeed in business. Everything was itemized—cost of tires, installation, bal-ancing, TPMS check, etc. I knew exactly what the dealer did, and exactly what I was paying for.

Profi t: not a dirty wordIf you’re afraid to charge your customers for the services you provide, it will be diffi cult for you to survive, let alone pros-per. The fact is, most of the time people don’t charge enough for their services. It seems like they’re almost embarrassed or ashamed of making a healthy profi t.

But profi t is not a dirty word. In order for your tire shop to survive and grow, you need to make money. You’re not run-ning a charity; you’re in the tire business to make a profi t, provide jobs for your employees, and grow a healthy business that you’ll be able to either sell in the future, or pass on to your children.

A healthy profi t will also allow you to invest in your staff. It takes money to provide quality training and to keep your employees up-to-date with current technologies. You also need money for quality equipment—another must if you are to succeed and prosper for years to come.

Service à la carteNot sure how your customers will react? Learn a lesson from the fast-food chains that put their prices on the wall, in lights. When you come in you know ex-actly what a hamburger combo will cost, and how much extra you’ll be paying for the super size.

You can do the same in your shop. List the services you offer, along with the prices, in plain view for all your custom-ers to see.

And don’t be afraid to charge a little extra when you have to. Just as a large drink costs more than a medium or small, it takes more time and better equipment to install and balance a high-performance low-profile tire. So why shouldn’t your customer pay a little extra for the added time and expertise?

I won’t hesitate to buy my next set of tires from the same dealer. He knows what he’s worth, and he’s not afraid to charge accordingly. Like me, he’s out to build a successful company, and I respect that. TN

Rémy L. Rousseau

4 T i r e N e w s TN S e p t e m b e r 2 0 0 8

WINTER’S BEST FRIENDS

$50 - 210 SOTTOZERO/SNOWSPORT $30 - WINTER CARVING/EDGE $40 - SCORPION ICE & SNOW

CONSUMER MAIL-IN REBATES VALID WITH THE PURCHASE OF 4 TIRES FROM SEPTEMBER 1st TO DECEMBER 31st, 2008.

WINTER REBATES

I N D U S T R Y

NEWSSAE Publishes a Book on Tire Failure

The Society of Automotive Engineers Interna-tional (SAE) has published a book aimed at tire forensic experts who cover the causes of tire failure—Tire Forensic Investigation: Analyzing Tire Failure. This 238-page book includes subjects such as belt separation, tire condi-tion, balance weight marks failure theories, investiga-tion techniques, and more.

It is mostly based on passen-ger car and light truck tires. Written by Thomas R. Giapponi, president of TRGtech Tire Consul-ting LLC, the book is available from the SAE at www.sae.org/technical/books/R-387.

Goodyear Temporarily Closes Four Plants

Four North American Goodyear plants were closed during August to reduce production and thus meet demand levels. In Canada, the Na-panee, Ontario plant was closed for only the last week of the month. Three other plants in the United States were closed for two weeks. The company plans to reduce its consumer tire production by 8 million units in 2008 compared to 2007.

Cooper Tires Liquidates Its Investment in Kumho Tire

Cooper Tire & Rubber Co., based in Findlay, Ohio, has liquidated its investment in Kumho Tire Co. for more than $107 million plus inte-rest. The American tire maker had acquired an 11% interest of Kumho’s common equity early in 2005.

New Marketing VP for Cooper

The new vice president of Marketing for Cooper Tire’s North American Tire Division is Hal Gardner. Most recently, Gardner served as vice president Marketing and corporate offi cer for Therma-Tru Corp. in Maumee, Ohio. He also was vice president of Marketing and a corporate offi cer for Premier Farnell Corp. in Cleveland and as vice president of Marketing and a corpo-rate offi cer for Moen.

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tional (SAE) has published a book aimed at tire forensic experts who cover the causes of tire failure—Investigation: Analyzing Tire Failureincludes subjects such as belt separation, tire condi-tion, balance weight marks failure theories, investiga-tion techniques, and more.

O.K. Tire Rated No 1 in Canadian J.D. Power Survey

According to J.D. Power and Associates’ 2008 Canadian Customer Commitment Index Study, O.K. Tire was rated number one in satisfying auto-motive customers in Canada. O.K. Tire reached an overall index score of 902 on 1,000 points according to the responses of 17,114 owners of 2- to 12-year old vehicles. The survey was conducted between December 2007 and May 2008.

Michelin Signs a Three-year Contract With China Coal Pingshuo

Michelin and China Coal Pingshuo, China’s largest surface coal mine, signed a three-year renewable contract in July, in which Michelin will provide and maintain size 53/80R63 tires for the Komatsu 930E trucks used in the mines. Michelin will provide services to help extend the tires’ life. Such a service comes at the right time, as raw materials and huge tires are in short supply, a commitment by Michelin to supporting its custo-mers’ efforts in reducing costs and ensuring high standards of safety.

Continental Tire Partners With ICAR

Continental Tire Canada has announced it will be an offi cial partner of ICAR, the International Centre of Advanced Racing, which owns the new racetrack in Mirabel, QC. The two companies fi rst collabora-ted on Continental North America’s annual Arctic Blast customer event, held last February.

ICAR offers enthusiasts the chance to join an exclusive private racing club, participate in a ra-cing school, watch professional races, or use the location for a corporate event. The site includes a 3.8 km track and separate Kart track that is open to members and visitors.

“We are very pleased to sponsor ICAR,” said Guy Hardiman, general manager of Continental Tire Canada. “ICAR’s slogan, ‘take control of your passion,’ matches the Continental vision perfectly. Both companies focus on driving pleasure as much as driver education and automotive safety. This is a great opportunity for us to show potential custo-mers our product, and also give them the chance to experience our tires under the eye of qualifi ed instructors.”

Cooper’s China Imports to Free Up U.S. Volume

Reports indicate that Cooper Tire anticipates receiving about 2.5 million tires from its Coo-per Chengshan Tire facility in China during 2008. Cooper should have 6.5 million units in the phase-one capacity of the plant and is planning an expansion of more than two mil-lion tires.

This will reduce Cooper’s overall produc-tion costs and also benefi t the company from expanded domestic production capacity. Cur-rently more than 1 million tires they sell in the U.S. are sourced from China. The tiremaker wants to increase volume in order to meet an increasing demand for high performance and UHP replacement market tires. Cooper wants to launch a premium highway tread tire for SUV vehicles later this year.

I N D U S T R Y

NEWSOut Go Lead Tire Weights

On August 20, the Detroit Grand Prix was staged and this denoted an event important to the future of tire balancing—the U.S. Environ-mental Protection Agency (EPA) and IndyCar are dedicated to abolishing lead weights.

Susan Parker Bodine, EPA’s assistant admin-istrator for the offi ce of solid waste and emer-gency response, sent out a press release from EPA saying that the Agency will join IndyCar Series drivers and Bridgestone Firestone repre-sentatives to announce the National Lead-Free Wheel Weight Initiative (NLFWWI).

A procedure at the race recognized com-panies and government who will signifi cantly reduce the use of lead wheel weights by the end of 2011.www.epa.gov/epaoswer/hazwaste/minimize/nlfwwi.htm

Goodyear Will Drop 92 U.S. Locations

In Ohio, Goodyear Tire & Rubber Co. said it plans to exit 92 underperforming locations by the end of the year in order to improve the profi t-ability of its U.S. retail operations,

“Following a rigorous review of operating per-formance and local market dynamics, these com-pany-owned outlets are not producing acceptable returns,” said Scott Vogel, vice president, retail operations, North American Tire.

“Taking this action now will allow us to focus our attention on locations with the best long-term potential,” he said. “It will help position Goodyear to be a stronger competitor.”

Vogel said the company will not announce the store locations impacted until it fi rst communi-cates with the approximately 500 full-time and 100 part-time associates who will be impacted, as well as property owners of leased facilities.


American Tire Distributors to Build Tire Plant in Washington State

American Tire Corp. (ATC) said it has acquired some 520 acres of land in Washington state on which it plans to build its $500 million OTR tire plant—a facility that earlier this year it had claimed was already under construction.

In addition, ATC said it plans to “acquire another big parcel of land with the similar size to support its long-term development in the OTR tire industry.”

ATC did not divulge where this land is located, nor has it ever stated where in Washington its planned plant would be constructed.

Yokahama RacingThe longstanding partnership between Yokoha-

ma Tire Corporation (YTC) and Panoz Team PTG Racing will resume for the remainder of the 2008 American LeMans Series GT2 season.

“Our relationship with (Team PTG owner) Tom Milner has seen great success in sports car rac-ing over the years, and we’re confi dent our goals with Panoz Team PTG will be fulfi lled,” said Mark Chung, Yokohama director, strategic marketing. “We’re working closely with Team PTG and we look forward to making good progress on the track in the upcoming races.”

The Panoz Esperante GTLMs driven by Team PTG will be equipped with Yokohama Advan A005 tires at Road America through the end of the season.

“Yokohama has a long history of racing success, and we’re determined to provide the best high-performance tires for our racing partners,” Chung said. “We’re going to focus on new tire develop-ment and we set our sights on podium fi nishes this year. This partnership has a lot of potential and our goal is to construct tires that will live up to our tradition of excellence.”

Continental Has 10% Price Increase

A price increase of 10% was announced by Continental Tire North America (CTNA). This will affect all Continental, General, Semperit, and Private Brand truck tires, effective October 1, 2008. The increase is in response to the esca-lation of raw material prices, including natural rubber, steel, carbon black, and crude oil, and will vary by market line and tire size, CTNA said. Previously, CTNA announced price increases up to 8% were to be in effective August 1, 2008 for the Continental and General tire brands.

There are plenty of reasons we have grown to become Canada’s largest independent tire retailer. Our owners are shareholders, which means they not only benefit from a large buying network but they also get support, business training and an inventory tailored to their needs. Not to mention the shared profits in a multi-million dollar business with 260 stores coast-to-coast.

To find out if OK Tire is right for you, call the Franchise Department at 1-800-663-1749 or visit oktire.com

TM The OK Tire mark is a trademark of OK Tire Stores Inc.

OKT-383 TireNewsAd-02.indd 1 1/29/08 3:06:00 PM


cp aia sept.indd 1 8/19/08 5:22:29 PM

MSK to Distribute Mecalux MSK Canada of Montreal, Quebec announced

it has reached an agreement to distribute Meca-lux racking systems across Canada. Mecalux is one of the world’s largest manufacturers of rac-king and well represented in over 60 countries and now within Canada.

George Lalos, MSK Canada’s VP, director of Sa-les, says that with this association in place, MSK Canada will be able to handle any situation that a client may need—from the smallest job to the largest Distribution Centre in the industry.

For further information, contact MSK Ca-nada directly at [email protected] or 1-800-754-9432.

Continental Introduces a New Steer Tire

Continental Tire North America launched a new fuel-effi cient HSL2 steer tire last August for North American heavy duty trucks. According to the manufacturer, this new truck tire has a number of enhancements, including a new tread compound and its own FlexLock technology that offers interlocking mechanism to increase sta-bility and even tread wear. Its Visual Alignment indicator technology makes necessary adjust-ments within the fi rst 5/32-inch of tread wear to track irregular wear and increase tire life. The HSL2 is available in the following sizes: 11R22.5, 11R24.5, 275/80R22.5 and 285/75R24.5.

Nankang Winter TiresYou can now count Nankang as a winter tire.

This Chinese brand has three interesting pro-ducts to offer to Canadian motorists.

• SV-1: This passenger car tire is for most vehicles on the market. Its bears a straight centre groove for directional stability and irregular sipes to improve braking on snow. It is available in 31 sizes for 14- to 19-inch wheels in the 65 to 40 ratios and T and H speed ratings.

• S-600: This specifi c tire has an aggressive zigzag pattern for better traction on wet and snow. It is available in 12 sizes at a very reasonable price for smaller vehicles with 13- to 15-inch wheels in the 70 to 60 ratios and T and H speed ratings.

• SN-1: A yet more specifi c winter tire, this one is available in only four sizes for 16- to 18-inch wheels in the 65 to 45 ratios and a Q speed rating.

Ride on the strength of Hercules

Hercules Avalanche line-upX-TREME I PASSENGER / SUV / LIGHT TRUCK

For information on Hercules Tire visit www.herculestire.ca

NEWP R O D U C T S

If you’ve ever been stumped by the questions, “How much is your busi-

ness worth?” then perhaps it’s time to put pen to paper, crunch some numbers and determine your true value.

Granted, coming up with a number is easier said than done, but there are many compelling reasons to spend the time and money necessary to come up with a fi gure. Once your tire business grows in size to the point where you’re in the hundreds-of-thousands, or perhaps even millions-of-dollars league, you (as well as your bank, potential investors, and others) will want to know exactly what you’re worth.

Why bother?In a nutshell, it’s vital to know your company’s worth for the simple reason that all major decisions will require you to have a firm grip on that number. Whether you’d like to expand, invest in new inventory or borrow money in order to take your business to the next level, the value of your business will be a criti-cal factor.

Perhaps your expansion plans will re-quire new investors. If that’s the case, one of the fi rst questions they’ll ask is, “How much is your business worth?” Perhaps you will need to, or want to, sell your business in the near future. Again, that same question will come into play. Even if you’re planning to will the busi-ness to your children, a precise value is a must.

“But I have no plans to sell my busi-ness,” you say. Don’t be so sure. What if a tempting offer comes along? How will you know if the offer is truly “tempting” if you have no idea what you’re worth? Will the person or company making the offer wait around until you fi nd out your true worth before either accepting or declining the offer?

Maybe you’ll need to sell a part of your business in order to raise capital for in-vestments or for expansion. How much will you sell it for, and how much money can you hope to raise, without knowing what you’re really worth?

How toAlthough you could attempt to value your business on your own, hiring a professional is the better route to take. Having a third party involved not only assures you’ll get a more accurate num-

ber (a certified accountant will likely do a better job than you can on your own), but also adds credibility. If you’re planning on selling your business, for instance, the prospective buyer is likely to trust an independent third-party ac-countant’s number over yours.

Pure mathematics aside for a moment, assessing the value of a business has been called an art form since hard num-bers account for only part of the total picture. The rest of the picture takes into consideration soft numbers like project-ed cash-fl ow, your reputation, and your company’s reputation.

If it were easy to determine the value of a business, you’d probably be able to fi nd a computer program that would help you crunch the numbers on your own. Since the process is complex and requires a bit of accounting knowhow and business insight, you’re better off hiring a professional.

Not sure where to shop for a profes-sional business appraiser? Ask your ac-countant or lawyer to recommend a CPA who is experienced in this type of work. Ideally, you’d want to hire a CPA with experience in the automotive service or tire business.

What to expectThe CPA you hire will look at a broad range of factors in order to come up with a value. Your current cash fl ow is critical, and your CPA will forecast what

Business Fundamentals

What’s Your Business Worth?The value of your business is as important to know as the balance in your bank account, how much you owe

suppliers, and the outstanding accounts payable balance.

Jack Kazmierski [email protected]

cont’d on page 20


Your car can only brake as well as your tires.

So: For your own safety, switch now to winter tires by Continental –

the pioneer in the development of safe tires and innovative braking systems.

Summer tires43 m

Measurement at a speed of 50 km/h on snow.The stopping distance data and comparison between summer and winter tires shown here were obtained using standard vehicles. The displayed image is for illustrative purpose only. The stopping distance of any individual vehicle depends on the vehicle type, the brakes, the tires, the load, the temperature and the road surface. (Source: Continental AG)

Winter tires35 m

Tires - Engineered in Germany.

I nitially established as corporate-owned locations, the Firestone Tire

& Automotive Centres were converted over to independently-owned and oper-ated franchises in the 1980s. As with many other brands, the Firestone Tire & Automotive Centres have experienced many highs and lows throughout the stag-es of life, but recently, have undergone a major transformation that will rejuvenate the brand across the country.

A new look and feelBeginning with stores in the Greater Toronto Area (GTA), Firestone Tire & Automotive Centres will experience new life with a revi-talization of the look and feel. “This is a multi-million-dollar investment by Bridgestone Firestone Canada, involving store renova-tions, a new retail brand strategy and an aggressive advertising campaign,” said Lou Monico, national manager, Firestone Tire & Automotive Centres.

The fi rst step is a complete store make-over, including a new, bold red exterior paint image, new window graphics, and a return of the legendary Firestone “F” shield on all the storefront locations.

A viable and recognizable brandThe re-branding exercise of the revitaliza-tion initially started with the ad agency for the company’s corporate brands. It hired The Richards Group, the largest indepen-dent advertising agency in North America, to create a new brand vision for the stores in Canada. The agency’s research con-fi rmed that the Firestone retail brand was still viable and recognizable, with results from focus groups confirming the find-ing. Consumers from various age groups, income levels, and both gender groups found the brand to be trustworthy and historic, but in need of revitalization.

“One thing that stood out was that people recognized Firestone as a historical brand, and as a reliable brand with a lot of history behind it,” Monico said. “When you attach this perception to the tire and automotive centres, people recognize that it’s a reli-able place to get new tires and to get their cars serviced. We wanted to let people know that we’re still around and that we’re a viable and strong retail chain.”

Modern and invitingThe revitalization continues inside each

store, with the red exterior image brought into the showroom. “The tire displays, sales counters, and waiting areas were outdated and traditional,” Monico said. “We needed something modern and invit-ing that both males and females would fi nd attractive.”

Using resources and research already in place within its vast North American op-eration, the company utilized its Chicago retail marketing group’s new Showroom Display Program. “The typical feel for cus-tomers in these centres was that the dis-plays and showrooms were stale,” Monico said. “Many were outdated, and the last time they were renovated was in the early 1980s. Now they’re seeing the exact op-posite. It’s a retail centre like they’d see if they walked into an upscale mall. We’re getting a lot of positive response, especial-ly from women, saying that the locations are more inviting and comfortable to shop for new tires.”

The brand customers knowThe company also gave serious thought to a new name for the centres, but in the end decided to stay with a brand that con-

Firestone Tire & Automotive Centre: A New Look, a New Beginning

New Program Respects the Past As It Moves Into the FutureSince its conception in 1900, the name Firestone has been one of the most recognized brands in North

America, and beginning in the 1960s, the Firestone Tire & Automotive Centre retail brand has been a staple

in the Canadian marketplace.

P r o f i l e

Jil McIntosh [email protected]: Marie-Josée Rousseau [email protected]


sumers already knew. “The money needed to brand a new store name is in the mil-lions of dollars,” Monico said. “Instead of spending money on that, we realized that we already have a name that is recognized in the marketplace, and instead, we need to tell people that we’re still around. But our main purpose in keeping the name was that it already has strong recognition in the market, and to create something new would take even longer and cost more money rather than working to bring this established brand name to the forefront of the market.”

Work ing w i th th i s d i rec t ion , The Richards Group began developing a new retail brand vision, involving the past, the present, and the strong consumer image of the owner-operators among the chain. The brand vision will be seen in upcoming campaigns involving radio, print, and billboards across the GTA market.

Accelerated sales resultsAlthough the revitalization project is in its infancy, Monico said the company is experiencing accelerated sales results, and

consumer response to the new image has been very positive. “Not only are consum-ers impressed with the new store image, but the store operators and staff have a renewed energy and focus with the retail brand,” he said.

The huge, multi-phase project will move out in phases, with all 22 of the GTA stores scheduled to be completed in September 2008. The company is currently review-ing the next phase of its expansion. “This is a multi-level phase development, with the rebranding as the fi rst step,” Monico said. “The next step will involve elements of retail training, supplier programs, and service offerings.”

Quality, not quantityAlong with the revitalization of existing stores, the brand’s future success will also lie on the growth of new stores, either through conversion of existing dealers, or by creating new brick-and-mortar lo-cations. “During the last six months, we have been receiving numerous calls from existing dealers in the industry, and new entrepreneurs wanting to receive more information on our program,” Monico

said. “We’re looking at quality, not quan-tity. Our goal is to have 100 high quality dealers and locations in strategic markets across the country.”

The new image is resonating throughout the company, both at the dealer level and, most importantly, at the consumer level. “So far, the dealer response has been outstanding,” Monico said. “They love the new look, and they’re getting tremendous comments from customers on how much more comfortable the store is. The dealer’s employees have more pride in the location now, because it’s updated.

“What’s really important is that the cus-tomers like the look. The one thing we’re getting back, over and over, is that the way the location looks and feels is a refl ection of the type of work they do at the location. That’s the response we want to hear.”

For more information on the program, contact Lou Monico, national manager, Firestone Tire & Automotive Centres, 1-800-267-1318, ext. 5258, or email at [email protected]. TN


Made up of representatives from all provinces and the Yukon, CATRA’s

mission is to enhance the effectiveness of scrap tire diversion and recycling across Canada through sharing of information, expertise and resources; its vision is to be the reference authority for scrap tire management in Canada.

Annual meetingA meeting is held each year, and since it’s usually in the region of the current chair, that put it in Newfoundland, as this term’s chair is John Scott, who is also the CEO of the Multi-Materials Stewardship Board (MMSB) for Newfoundland and Labrador. The meeting was held in June at the Humber Valley Resort, near Cornerbrook.

Rather than a conference or symposium, the CATRA meeting is a chance for board members and staff of the various pro-grams from across Canada to sit face-to-face and discuss the challenges and suc-cesses that everyone faces.

Useful information“In a world of conference calls and emails, you’ll fi nd that not all of the useful information gets out,” said Glenda Melvin, Tire Recycling Program coordinator for the MMSB. “In a general discussion, people will speak more. We have monthly conference calls, but they don’t always include everyone.

“This is not a formal group; it’s an informal association of the tire recycling programs

across Canada. It can’t make rules and regulations, but it could make a guideline statement, for example, and if an indi-vidual province wishes to regulate some-thing similar in the province, they could use CATRA’s agreement as a guideline of something that’s being used successfully elsewhere.”

Sustainable developmentAmong CATRA’s work is development of databases to support scrap tire man-agement, the promotion of sustainable added-value markets for scrap tires, and to complete a study of OTR tires. “Over the last few years, we’ve talked about the harmonization of OTR categories,” Melvin said. “Not disposal fees or levies, but the categories. For example, we might agree that farm implement front non-drive would be one category, rear drive up to a certain rim size would be another, then an off-road ATV category. There would be a discussion, research and report shared among members of CATRA, and they

would vote and agree that this is com-mon across the country. The categories could be potentially harmonized across the country.

“This is the type of thing we do. If some-thing happens in your jurisdiction, you pick up the phone and ask somebody, and you share information. If we’re going to do something new in Newfoundland, it’s noth-ing to see an email go across to everyone and say what have you done, what works, so you’re not reinventing the wheel. It’s a forum of expertise and background, and it’s a wonderful thing.” TN

www.catraonline.ca

The 2008 Rubber Recycling Symposium will be held October 29 to 31 at the Four Seasons Hotel in Vancouver, B.C., presented by the Rubber Association of Canada, the Rubber Manufacturers’ Association, and Tire Stewardship B.C.

This year’s theme is “Risk and Reward.” Seminars and discussions will include the Basel Convention on Used Tires, the California Business Assistance Program, the economics of scrap tire markets, new tire technologies, OTR recycling, added-value markets, and perceptions and risks on products such as rubberized asphalt, tire-derived fuel and playground, and sports surfaces.

For more information on the event, and to register, visit www.rubberassociation.ca.

CATRA: Working Together on Recycling

Annual Meeting Brings Management Boards Together

It goes without saying that what goes onto a vehicle must eventually come off, and even more importantly,

something must be done with it. When it comes to tires, that involves recycling, and that’s the focus of

CATRA, the Canadian Association of Tire Recycling Agencies.

Jil McIntosh [email protected]


Atlas Tire Wholesale Inc.

WEST6290 SHAWSON DRIVEMISSISSAUGA, ON L5T 1H5

TELFAX

(905) 670-9791(905) 670-0581

EAST140 McLEVIN AVE., # 6 & 7

SCARBOROUGH, ON M1B 3V1

TELFAX

(416) 292-8202(416) 292-8177

[email protected]

IDEAL FITMENT FOR:

AcuraHonda Nissan

ToyotaMazda

P 1 8 5 /6 5 R 1 5 8 6 H

P 1 9 5 /6 5 R 1 5 8 9 H

P 2 0 5 /6 5 R 1 5 9 2 H

P 1 9 5 /6 0 R 1 5 8 7 H

P 2 0 5 /6 0 R 1 5 9 0 H

P 2 0 5 /6 0 R 1 6 9 1 H

P 2 0 5 /6 0 R 1 6 9 1 V

P 2 1 5 /6 0 R 1 6 9 4 V

2 0 5 /5 5 R 1 6 9 1 H

2 1 5 /5 5 R 1 7 9 4 V

2 0 5 /5 0 R 1 7 8 9 V

2 1 5 /5 0 R 1 7 X L 9 5 V

2 2 5 /5 0 R 1 7 9 4 V

2 0 5 /4 5 R 1 7 8 4 V

2 1 5 /4 5 R 1 7 X L 9 1 H

2 2 5 /4 5 R 1 7 9 1 H

2 3 5 /4 5 R 1 7 9 4 H

S A M P L E S I Z E S

� Silica to boost wet grip

� Wider footprint to improve cornering

� Advanced directional tread pattern for rapid water evacuation

� Sophisticated and sporty looks

� Veri-pitch design for a quiet ride

� Uni-T Technology

� 80,000 Kilometer Treadwear Limited Warranty

POTENZA G019 GRID

Purchase via your Car Manufacturer / Bridgestone National Account Programs

TIRE DEALERS:

Competitive prices on direct billing.

ORIGINAL EQUIPMENT & RUN-FLAT TIRES:

We maintain a large and comprehensive inventory to meet all your requirements.

NATIONWIDE SERVICE:

Competitive shipping across Canada. E-mail us for our freight policy and toll free

contact numbers.

B2B WEBSITE - VIEW INVENTORY AND PLACE ORDERS:

Visit www.tiredistribution.com and register today.

YOUR SOURCE FOR BRIDGESTONE

Additional Sizes Available

Limited Treadwear Warranty

Limited duration replacement with comparable new Bridgestone tire at pro-rated cost if

warranted kilometers not attained; actual tread life may vary. Certain limitations and

restrictions apply. See authorised retailer for full warranty details before you purchase.

CAR DEALERS:

All Season Performance

Subaru

Commercial Tires

S207Drive all-steel radial truck. Wide and deep transversal grooves for greater driving force.Deep tread depth for extended mileage. Reinforced bead construction and durable carcassfor excellent retreading rate.

Tire Shortage?

Not Yet for the Trucking Industry, But…In the last few years, the tire industry has been through a lot of changes. One of them was sparked by the

need for new OTR Off The Road tires destined to bigger mining and oil fi elds around the world.

A s the Asian market is opening up to the world, mines in that part of

the world are becoming busier than ever. Big mining trucks are running almost day and night in order to provide raw material to a bigger global market. In addition, here in Canada, oil fi elds, par-ticularly the Albertan tar sands, are busy trying to provide the automotive world with the oil it needs to keep it running. Therefore, these big trucks eat up tires at an alarming rate. And no matter how well they are designed and built, the tires are subject to damages by sharp rocks and a hostile environment. The simple fact that the trucks are always loaded to their maximum—and that the tires are also part of of the suspension—adds to their torture. Consequently, the OTR tire market has boomed recently to the point where the industry must adjust itself ac-cordingly. The demand has outgrown the production capacity… at least for the time being.

No commercial truck tire shortageConsequently, it didn’t take long for the trucking industry to fear a tire shortage for its own vehicles. There were even some forums on web sites that were dramatizing the situation, mostly based on gossip. Add to that the fact that the new Super Single tires are increasingly in demand.

According to Ralph Warren, director of Operations at the Rubber Association of Canada, there is no shortage of com-mercial tires for the time being and, ac-cording to the many tire manufacturers within the Association, there will be no shortage in the foreseeable future.

“Truck tire sales are soft,” said Warren. “Replacement should not be a problem. As you know by now, the economy is soft-ening and trucks are not as busy travel-ling to the South. Since trade with our American neighbours has slowed down due to the strength of the Canadian dol-lar, there are less trucks on the road.”

Éric [email protected]

There is no shortage in truck tires in the forecast.

S208Premium all-steel steer axle radial. Reinforced bead construction and durable carcass for excellent retreadability. Decoupling groove for extended wear and stress relief sipes for all weather traction.

VISIT WWW.HERCULESTIRE.CA

HERCULES MEDIUM TRUCK TIRES AFFORDABLE, RELIABLE TIRES BUILT TO PERFORM

Truck sales also are down. And with less kilometres travelled, there is less need for replacement tires. The industry runs in cycles—when the slump ends (and that could be any time now), there will be a need for new trucks and, consequently, new tires. Older trucks will also require new tires, but Warren thinks the industry is ready for that.

The retread industry is also ready for bigger demand. Unfortunately, the RAC does not have any data concerning im-ports from Asia. But, once again, the Asian manufacturers are gearing up and even improving their products as they get more input from major tire manu-facturers.

Back to the OTR tiresAs far as OTR tires are concerned, the shortage seems to be diminishing as tire manufacturers are producing more of them. A perfect example is the expan-sion of Michelin’s Waterville truck and OTR plant in Nova Scotia. Also, Titan has begun producing its new 63-inch OTR tire.

However, just about every OTR tire man-ufacturer has announced a price increase of its products. And, according to some industry news, the American government has begun adding duties to foreign prod-ucts, mostly those coming from China. This could slow the demand for OTR tires for a little while. But, once again ac-

cording the industry reports such as the BigBuyTire.com website, the shortage could very well continue into 2008 and beyond. According to rumours and hear-say, some companies are scouting dumps trying to fi nd used OTR tires to curtail the shortage. There are even stories of unearthing OTR tires that were buried for various reasons.

Maintenance is the keyIf you have OTR tire customers, you should probably give them advice on how to maintain their tires in order to squeeze the most out of them. Once again, as it is the case for just about any type of tire, keeping the proper pres-sure is key. In addition, many specialists advise their customers to maintain their roads or sites. Sharp rocks on mining roads should be pushed away, while pro-truding objects in dump yards should be eliminated.

As the world economy grows, so will the demand for many useful products such as tires. Plant capacities will increase ac-cordingly, but manufacturers know very well that such peaks are often followed by slowdowns. No wonder they are care-ful in making hasty decisions. And that is why they are still in business. TN

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Tire manufacturers are increasing OTR tire production.

that cash fl ow will be like for the next fi ve years. That’s because your business’ value is based primarily on your cash fl ow (present and future) minus taxes, in-terest, depreciation, and amortization.

The number of years you’ve been in business is also critical. A start-up with impressive cash fl ow and no history is nowhere near as valuable as a company with a long history of success.

Your CPA will also look at how many employees you have, the value of your inventory, your property and building, and the value of your equipment. He’ll also look at your customers—how many you have and how loyal they are to you and your company.

Also important is your location (or loca-tions, if you have more than one). The better located you are geographically, and the more successful location you have, the higher your worth.

Finally, there’s that largely subjective factor known as goodwill. This is where the expertise of your CPA will pay off. Goodwill includes your reputation in the community, the quality of your suppliers, your client list, and more. Also impor-tant is whether your customers buy from you because of you (the owner) or be-cause of your company. If it’s the former,

then a buyer might think twice about purchasing your business, taking over, and seeing customers leave because they’re attracted to you rather than your company.

Maximize valueIf you’re starting to feel as though the value of your business has been set in stone by your company’s history and present circumstances, you’ll be glad to know that there’s much you can do right now in order to maximize the value of your business.

For starters, take a look at the quality of your management team and your staff in general. Do they have the management/industry-specifi c training and education that would set them head and shoulders above what your competitors can boast? If not, perhaps it’s time to either encour-age them to get that training, or to hire individuals with the necessary pedigree. Having the right people in place that can keep the business running smoothly after you leave is important to potential buyers.

One way to make your management team stand out in the industry is to get the local media to interview them for stories related to the tire industry, safety issues, automotive topics and the like. If you’re not sure how to get the atten-tion of the media, then hiring a media

relations expert might make for a good investment.

Next, take a closer look at your client list. If too much of your total business comes from just a few of those clients, then you’ll want to attract new clients in order to create the needed diversity.

As a rule of thumb, if more than fi ve per-cent of your total business comes from a single client, you leave yourself open to the possibility of a signifi cant drop in income if that client should go under or decide to take his business elsewhere. Too many eggs in one basket will lower the value of your business.

No matter how you look at it, the value of your business is a number you should be very familiar with. Whether planning to sell, to expand, or to leave your busi-ness to a loved one after you pass on, it’s a number that you and those with a vested interest in your company will want to know.

So, let me ask you, “How much is your business worth?” TN

cont’d from page 12


Features & Benefits

improved tread pattern:

Parallel central ribs to improve vehicle handling

Stable shoulder blocks with Force Transmission Links to increase performance

Circumferential central groove for fast drainage, slush expulsion and better self cleaning

increased sipe density and 3D Drop sipes:

More grip edges for better snow handling performance

nordic silica compound:

Innovative winter grip polymer for improved snow traction, performance and ice grip

13 inch 16 inch

175/70R13 82T SL 225/70R16 102T SL

155/80R13 79T SL 215/65R16 98T XL

14 inch 205/60R16 96T XL

175/65R14 82T SL 215/60R16 95T

185/65R14 86T SL 225/60R16 XL 102T

175/70R14 84T SL 205/55R16 94T XL

185/70R14 88T SL 215/55R16 97T XL

195/70R14 91T SL 225/55R16 XL 99T

15 inch 17 inch

215/70R15 98T 235/65R17 108T XL

185/65R15 88T 235/55R17 XL 103T

195/65R15 91T 205/50R17 93T XL

205/65R15 94T 225/50R17 XL 98T

185/60R15 88T XL 225/45R17 94T XL

195/60R15 88T 18 inch

195/55R15 89T XL 245/40R18 97T XL

Nordfrost 5

SIZES AVAILABLE

NEW SIZES FOR 2008

Features & Benefits









13 inch 16 inch

175/70R13 82T SL 225/70R16 102T SL

155/80R13 79T SL 215/65R16 98T XL

14 inch 205/60R16 96T XL

175/65R14 82T SL 215/60R16 95T

185/65R14 86T SL 225/60R16 XL 102T

175/70R14 84T SL 205/55R16 94T XL

185/70R14 88T SL 215/55R16 97T XL

195/70R14 91T SL 225/55R16 XL 99T

15 inch 17 inch

215/70R15 98T 235/65R17 108T XL

185/65R15 88T 235/55R17 XL 103T

195/65R15 91T 205/50R17 93T XL

205/65R15 94T 225/50R17 XL 98T

185/60R15 88T XL 225/45R17 94T XL

195/60R15 88T 18 inch

195/55R15 89T XL 245/40R18 97T XL

Nordfrost 5

SIZES AVAILABLE

NEW SIZES FOR 2008

Features & Benefits









13 inch 16 inch

175/70R13 82T SL 225/70R16 102T SL

155/80R13 79T SL 215/65R16 98T XL

14 inch 205/60R16 96T XL

175/65R14 82T SL 215/60R16 95T

185/65R14 86T SL 225/60R16 XL 102T

175/70R14 84T SL 205/55R16 94T XL

185/70R14 88T SL 215/55R16 97T XL

195/70R14 91T SL 225/55R16 XL 99T

15 inch 17 inch

215/70R15 98T 235/65R17 108T XL

185/65R15 88T 235/55R17 XL 103T

195/65R15 91T 205/50R17 93T XL

205/65R15 94T 225/50R17 XL 98T

185/60R15 88T XL 225/45R17 94T XL

195/60R15 88T 18 inch

195/55R15 89T XL 245/40R18 97T XL

Nordfrost 5

SIZES AVAILABLE

NEW SIZES FOR 2008

T hat was the question posed in a semi-nar by Harry Cook of the BDC at the

Tire Dealer Association of Canada’s con-vention in Halifax last July. It’s also a ques-tion that very few people ask themselves because the business is not currently for sale, and retirement is still a long way in the future.

Solid frameworkBut along with a plan for growth, every business needs to have a plan in place for succession, no matter when that will hap-pen. This not only provides a solid frame-work to help guide decisions regarding fi nancing, expansion, investments, and long-term plans, but could prove invalu-able if the unforeseen happens. While no one likes to think about “worst-case sce-narios,” your company could be seriously affected by many situations that you may not be able to control, such as a serious illness or accident, divorce, or heirs who have a change of heart about taking over the family business.

Currently, the “baby boom” generation makes up almost 33% of Canada’s popu-lation, and starting in 2011, an aver-age of 1,150 of these people will retire every day. According to a study by the Canadian Federation of Independent Business, 71% of small- and medium-size

business owners plan to retire within ten years, but only 35% of these businesses have a transition plan, and only 7% of owners have a formal strategy. Of those surveyed, 10% plan to sell to a family member and 37% intend to sell the busi-ness outside of the family, but surpris-ingly, 26% have no plans at all.

Smoothing the transitionHaving a strategy in place isn’t just for your benefi t, either. At the seller’s end, a solid plan can provide for your family, reduce taxes, increase the value of the business, and help smooth the transition for your employees and customers; at the other end, it makes it easier for the new owner to step into the leadership role, providing fi nancial stability, minimizing li-ability, and maintaining the business’ daily operations with minimal disruption.

So what factors are important in plan-ning? First and foremost is money, and

it’s more than just financing – it’s in knowing exactly what your business is worth. Yes, there’s the bricks-and-mortar building, the inventory and the accounts receivable, but there are intangibles that will also affect the bottom line, such as customer loyalty, goodwill, licenses, em-ployee experience, and your company’s good name. That list of customers buried in your computer system could have a dol-lar value that far outweighs the stacks of tires in your warehouse.

Increasing your company’s valueHaving a solid exit strategy or transition plan should be part of your business from the day you fi rst hang out your shingle; rather than a document that you put away until it’s time to retire, it should be a vital part of your regular operations. It needs to be a consideration in every fi nancial decision, no matter how small it seems: the $20,000 you put into your company today could increase its value tenfold by the time you’re ready to retire, and you need to know how that will affect everything from your taxes to the way it will infl uence a successor’s view of your business. You’ve worked hard to grow your business into a successful operation; it’s never too early to funnel it toward your successful retirement. TN

Succession Planning: Not Just for Tomorrow

The BDC Outlines the Need to Look AheadDo you know what your company is worth? Of course you do; like any successful

business owner, you’re always aware of your bottom line. But do you know exactly

what it will be worth to the next owner?

Jil McIntosh [email protected]

The BDC (Business Development Bank

of Canada) offers several services for

business owners, including fi nancing,

consulting and venture capital. For more

information, call 1-800-INFO-BDC

or visit www.bdc.ca.


Focus on the problem, not on placing blame

Remember that to err is human, and that it must always serve as a reason to learn, and is often the result of a defi cient work system. That’s where you’ll fi nd the solution to the problem.

Tell people what you want, not how to do It

In other words, express yourself clearly to your employees by providing guidance, not instructions. In time, you’ll fi nd that they are more responsive and less on the defensive. You will also see more initiative, more innovation, and more of an ownership attitude on their part.

Don’t DO anything

Your job as owner is to plan, organize, control, and direct. Don’t waste valuable time going back to what you did before you took the helm. Everyone knows that you excel at those tasks, it’s the reason you started your company. Manage bet-ter at medium and long term.

Delegate the easy stuff

The things you do well are the things to delegate. Hold on to those that are challenging and diffi cult. It’s an excellent way to develop your management skills.This is how you will grow.

You can’t listen with your mouth open

Your associates, your employees, your suppliers, your cus-tomers all have something of value in what they have to say. Listen to the people around you. You will never learn what it is if you drown them out by talking all the time. Remember, the only thing that can come out of your mouth is something you already know. Shut up and learn.

Management—The Art & Science

5 Keys to Becoming a Better ManagerJohn Reh, online professional management consultant, has developed an original and effi cient way to help his customers become better managers. As he states, management is an art and a science, a skill that can be taught and learned. Here’s a free adaptation of the 5 keys he proposes in order to help you become an outstanding business executive.

Raynald [email protected] [email protected]

Translated from its original French by Marc-Alain Nantel.

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ARTIGLIO 50

NO, WE’RE NOT KIDDING. ONCE YOU TRY THE NEW CORGHI ARTIGLIO 50 YOU WON’T WANT TO WORK WITH ANY OTHER MACHINE. HERE’S WHY!

DOES YOUR CURRENT TIRE CHANGER HANDLE UP TO 30” WHEELS?The Corghi Artiglio 50 takes car, 4WD, and light truck wheels from 12” right up to 30”.

DO YOU HAVE PROBLEMS CHANGING LOW PROFILE & RUN FLAT TIRES?The Corghi Artiglio 50 easily handles these and only requires one person to work the machine.

DO YOU FIND THAT YOU DAMAGE WHEEL RIMS?The Corghi Artiglio 50 does not require tire levers and handles expensive alloys with kid gloves (i.e. no scratches or marks).

WOULD YOU LIKE TO SPEED UP THE AMOUNT OF TIME IT TAKES TO CHANGE TIRES?The Corghi Artiglio 50 is 50% faster than ordinary tire changers thanks to the new single arm bead breaker. Faster turnaround means increased productivity.

DO YOU FIND IT AN EFFORT TO CHANGE MORE DIFFICULT TIRES?The Corghi Artiglio 50 saves your back by mounting the wheel via a special lifting cradle automatic operation.

30th

anniversary 30

th

anniversary

Importer of CORGHI products in Canada

anniversaryanniversaryanniversaryanniversary

Montréal. . . . . . .800-663-0814Toronto. . . . . . . .800-268-7432Winnipeg . . . . . .204-953-6644 Saskatoon. . . . . .306-242-6080

Edmonton . . . . . .888-458-8055Calgary . . . . . . . .403-287-3021Vancouver. . . . . .888-240-1481Kelowna . . . . . . .888-303-6830

REGIONAL DISTRIBUTORS

Wheels

Custom Wheels in Winter

What to Do With Fancy Wheels in Winter Have you noticed that many of your customers have nice cars with fancy wheels? Indeed, many motorists

have chosen to drive fancy cars, most of them Europeans, but are not necessarily aware that these wheels

might need special care in winter.

M ost Canadians are still under the impression that winter hits only

certain parts of the country, but the last few winters have proven the opposite. Nowadays, most roads in the country are maintained for winter weather, and this often includes the use of salt, a substance well known for it’s “car damaging, corrosion producing” properties.

Therefore, many Canadian motorists are becoming increasingly conscious that winter roads, no matter where in Canada, are safer if their vehicle is equipped with winter tires. However, mounting and dismounting tires on wheels can become costly and such operations will, like it or not, most probably damage said wheels.

Consequently, the best advice you can give such customers is to buy an extra set of wheels for winter tires. They will avoid the tire mounting and dismount-ing operations as the cost of buying both wheels and tires might be recov-ered through the years. Some custom-ers might argue that the car is leased for three or four years and they do not need such wheels. This is where they are wrong, as wheels that have gone through many tire changes will likely show dam-age that the leaser might request pay-ment for. At any rate, they might also be able to resell the wheels (and tires) when they get rid of the car. This advice is even more important for motorists with vehicles that have 19- or 20-inch wheels with very little choice of winter tires. If possible, a slightly smaller wheel can be used with a taller winter tire that will give an identical diameter to the original product.

The right choiceThe latest fad is to go for reproduction wheels. Many customers will choose a nice replica over a generic looking (and sometimes ugly) steel wheel. Most replica wheels will fi t well on a car or light truck. Indeed, in many cases, steel wheels will not fi t on fancy cars with oversized brake disks. A replica wheel will cost more than twice the price of a steel wheel but half the price of an original wheel—unless your customer insists on having original wheels!

TPMSMany cars and light trucks on the road today come equipped with Tire Pressure Monitoring Systems, a.k.a. TPMS. Consequently, installing replica (or steel) wheels for winter will require the addition of the TPMS device, an accessory that could add $300 to $400 to the bill. Be sure to be able to reset the TPMS device in the dashboard. Some customers might insist that they can live with the warning light lit up for winter but remember, that in most of the United States, the TPMS must be operative. Such a law does not exist in Canada yet, but you never know. Also, as Serge Guénette from Pneus Express in Laval, Québec mentions, some vehicles will disable the traction control system if the TPMS is not working properly!

Éric Descarries [email protected]


Used wheels?What do you do if your customer insists on having used wheels installed? Guénette warns technicians that used wheels will often not fi t properly or are damaged—some are even slightly bent. “Consequently, there is no good deal there,” says Guénette. “Your customer is better served if you get him replacement wheels, even custom and replica wheels, from major distributors such as Fast Wheels, Palmar, Grand Prix Import, and others.”

What if…But what if your customer is still not interested in winter wheels? The best advice you can give him is to buy cleaning and polishing products for alloy wheels in order to protect them from salt and dirt. With any chance, you will have a good display of the proper products or better still, you will provide a maintenance service that will generate profi ts for your business. It is not a matter of scaring your customers, but they should be aware that severely corroded wheels can fail!

Finally, you have probably designated an area of your business for storing summer (and later, winter) wheels and tires. Such a service is very appreciated by regular customers. Be sure to thor-oughly clean the wheels and tires and to protect them with the appropriate waxes. TN

OFFICIAL SUPPLIER OF

PRODUCTS IN CANADA

THE LEADING SPECIALIST IN TIRE RACKING

T. 1-800-754-9432

info @mskcanada.com

www.mskcanada.com

Be Tire Smart: Another Successful Campaign

Study Shows Consumers Are Getting the MessageOnce again, the Rubber Association of Canada has recorded another successful Be Tire Smart week. This

year, the consumer education event ran from May 12 to 18, across Canada.

W e’ve made it so that it always falls before the May long weekend,”

said Gilles Paquette, Communications man-ager for RAC. “That’s really when the long weekends start and people tend to travel. The summer buzz is just around the corner and people want to get ready for it, and we think it’s a great time to remind people that we’ve just gotten through the winter and they need to start measuring their tire pressure every single month.”

Fuelled by dealer supportSpread across every province and ter-ritory, Be Tire Smart Week is intended to teach consumers the importance of proper tire maintenance and inflation, and does so by reminding them that the simple program can help them save fuel

and money. The campaign is fuelled by dealer support, with about 900 retailers participating, and with an accompanying media blitz.

“We had 16 million ‘impressions’ sur-rounding the week alone, which is really good for the program this year,” Paquette said. “It’s a combination of the continuous development of the Be Tire Smart brand since it began in 2002, and the partners we have on board to communicate our message and help us keep the campaign sustainable.

“There’s also a rising concern for the en-vironment, with people looking at ways they could help curb climate change. An easy way is by measuring tire pressure every month, so that becomes important. And now the rising cost of fuel brings in a whole new facet, where people are saying, ‘Wow, how do I save money and make my car more fuel effi cient?’ This can save two weeks’ worth of fuel by simply measuring the tire pressure each month, and when you look at the big trucks that some people are driving, that’s a mortgage pay-ment. So with that front and centre, it re-ally helped boost the need to know.”

Improvement in key areasEvery two years, RAC commissions a con-sumer attitude survey to determine the ef-

fect that the campaign is having. “We’ll be releasing this information in the spring of 2009,” Paquette said. “In the last one we saw improvement in a couple of key areas where we were focusing our education. The number of people who didn’t know where to look for the recommended tire pressure went down, as well as the number who looked in the wrong place, like the tire side-wall. So people weren’t just checking the pressure, but they also knew where to look. That was a key indicator to us, because it showed the number of people who didn’t know had dropped by 17 to 20 percent. This time, we’re hoping to see that people are verifying their pressure regularly and we want to see that number go up.”

Videos availableThis year’s Be Tire Smart campaign also coincided with the release of three new consumer videos, on tire pressure, tire tread, and rotation, alignment, and bal-ance. Consumers can watch them through the Be Tire Smart website; they are also available on DVD, already looped for automatic playback, for retailers who want to show them on televisions in the waiting room. Paquette said that a num-ber of major banners and independent shops are already showing them. They’re available for $20 to cover shipping and handling through www.betiresmart.ca or www.rubberassociation.ca. TN

Tire RecyclingJil McIntosh [email protected]

“


Michelin Green Tires Save 10 Billion Litres of FuelM ichelin has announced that its

“green tires” have saved a cumula-tive 10 billion litres of fuel and avoided more than 27 million tons of CO2 emissions since the energy-saving tires were intro-duced to the market in 1992. The com-pany has sold 600 million of its green tires worldwide over the past 16 years, which equals a savings of about 45 litres of fuel and 240 pounds of CO2 each second.

The company reports that the effect of tires can use up to one tank of fuel out of

every fi ve for automobiles, and up to one out of every three in commercial trucks. Michelin’s goal is to design tires that help to reduce fuel consumption, while maintaining the same high performance in safety and tread life; the green tires, pro-duced for passenger car, light truck and commercial truck applications, are opti-mized for fuel economy through reduced rolling resistance and weight.

Over 16 years, the manufacturer has de-veloped four generations of green tires,

including the Michelin Latitude Tour Tire, the latest addition for North America. The company allocates nearly four percent of its annual net sales to research and devel-opment and has made the design of these tires a key component of its innovation strategy.

In 2007, Michelin raised awareness of its green tires when it projected meters show-ing the fuel and emissions savings on major landmarks in Berlin, New York City, Paris and Shanghai. TN

From left to right:Paris, October 30, 2007Berlin, October 30, 2007New York City, October 30, 2007Shanghai, October 30, 2007

OTR TIRES & RUBBER TRACKS

MULTI-PURPOSE BACKHOE LOADER L3 GRADER DURATOUGH RADIAL

DRIVING PRODUCTIVITYFor more information please contact us at 1-800-361-5441,

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Tire News:Layout 1 7/25/2008 12:37 PM Page 1

The Dawn of a New EraIt’s September. In a few weeks, your customers will start knocking on your door asking for winter tires. There is a wide array of winter tires on the Canadian market. Some are more expensive, others, less. Some are specifi c to certain vehicles, others are for most budgets. Here is what you can get to satisfy the needs of all your customers.

SPECIAL REPORTÉric Descarries [email protected]

Q . . . . . . . . . . 160 km/hR . . . . . . . . . . 170 km/hS . . . . . . . . . . 180 km/hT . . . . . . . . . . 190 km/hH . . . . . . . . . . 210 km/hV . . . . . . . . . . 240 km/hW. . . . . . . . . . 270 km/h

BFGoodrich remains one of Michelin’s popular brands as far as winter tires are concerned. There are still three winter tires in its catalogue and all are affordable. But there are no performance tires in the line-up.

• Winter Slalom: A very affordable tire for 35 wheel sizes from 13 to 16 inches in the 80 to 55 series with Q and S speed ratings. Note that studs are available as an option. Quite a few sizes are available with white sidewalls.

• All-Terrain T/A: This is a 4x4 truck tire with the winter logo on its sidewalls. It is offered in 37 sizes with prices ranging from medium to more or less expensive. For 14- to 20-inch wheels in the 75 to 55 series including the 27x8.50 to 37x12.50 ranges. Studs are not available (note that the LT315/70R17 does not bear the winter logo).

• Commercial T/A: This tire is one of the rare commercial truck tires with the winter logo. It remains avail-able in seven sizes for 15- and 16-inch wheels, from 215 to 265 in the 75 and 85 ratios with 6 to 10 plies, all at a relatively affordable price.

Continental has a wide array of winter tires to offer, including some designed for 4x4 vehicles only, and even the VancoViking for vans.

• ContiWinterContact TS810S: A performance winter tire available in more than 30 sizes for 15- to 19-inch wheels. It is offered in the 65 to 30 ratios with H, V, and W speed ratings. This tire is recognizable by its rib oriented design and wider sipes on the inner shoulder for better snow absorption. Sipe spacers prevent them from closing during surface contact.

• ContiVikingContact 3: Continental’s environmentally-friendly tire is available for most passenger cars and very light trucks on the road. It is offered in more than 35 sizes for wheels from 13 to 17 inches in the 80 to 55 ratios.

• ContiWinterViking 2: Another popular tire within the Continental family, the ContiWinterViking 2 is avail-able in 30 sizes for wheels from 13 inches to 17 inches in the 80 to 50 ratios. Continental claims that it is the fi rst asymmetrical studdable tire with Nordic silica compound.

• ContiCrossContact Winter: This light truck and SUV tire is available in the Q, T, H, and V speed ratings for 65 to 35 ratios and 16- to 21-inch wheels. This type of tire is not studdable. Perfect for AWD vehicles, the tire has an advanced silica compound and strong siped block design.

Winter Slalom

Commercial T/A

ContiWinterContact TS810S

ContiCrossContact Winter

ContiWinterContact TS810S


2009 WINTER TIRES

Cooper has an large selection of car and light truck winter tires, some at very reasonable price.

• Weather-Master S/T2: This passenger car tire is back with its snow channel technology and advanced sipes design. It is again offered in 50 sizes for 13- to 18-inch wheels in the 80 to 45 series with S and T speed ratings. This is a studdable tire with some sizes available with white walls.

• Discoverer M+S: A light truck and SUV tire available in 25 sizes for 14- to 20-inch wheels in the 70 to 55 series. It shows Q and S speed ratings and there are some sizes that are available with raised white letters.

Bridgestone makes winter tires for any type of car, performance vehicle, and light truck.

• Blizzak WS-60: Introduced last year, the Blizzak WS-60 replaces the older WS-50 and REVO-1. Bridgestone uses an innovative compound with this Blizzak for better traction. The WS-60 is avail-able in 40 sizes for wheels from 14 to 17 inches in the 70 to 45 series, all with an R speed rating.

• Blizzak MZ-03: This specifi c run-fl at model is available in only two sizes, 245/40R18 (for the Lexus SC 430) and 165/65R14, both non-studdable.

• Blizzak DM-Z3: This tire was designed for SUVs. It remains available in 39 sizes for wheels from 15 to 20 inches, including an LT235/75R15 in the 75 to 50 series, all with a Q speed rating. The Winter Dueler DM-Z2 is still available in many sizes.

• Blizzak LM-50 Run Flat: This unique tire is a specially designed 225/60R17 model that goes on the Toyota Sienna van.

• Blizzak LM-25: This is another directional tire that remains available in 44 sizes for 16- to 20-inch wheels in the 55 to 35 ratios and H and V speed ratings, some including run-fl at capabilities.

• Blizzak LM-25 4x4: This directional tire specially designed for 4x4 vehicles is available in 15 sizes for 16- to 20-inch wheels in the 55 to 35 ratios with H and V speed ratings.

• Blizzak LM-22: This directional tire for performance cars is still offered in 18 sizes for 15- to 18-inch wheels of the 55 to 35 series and H and V speed ratings, including some run-fl at applications for cars such as BMW. Cannot be studded and prices are pretty high.

• Blizzak LM-18: A very specifi c model, the LM-18 is offered only in two sizes, 145/65R15 and 175/75R15, with a T speed rating. This tire is aimed at the German Smart minicar.

• W965: A commercial truck tire offered in eight sizes for 16- and 17-inch wheels in the 85 and 75 series, it has a Q speed rating. The tire is not studdable. Note that the 235/60R17 is not a LT model.

Blizzak WS-60

Blizzak LM-25

Weather-Master S/T2 Discoverer M+S


SPECIAL REPORT

Dunlop is within the Goodyear group and is considered a European concept. Though there are many different winter tires available within the brand, the featured products for next winter are the Grandtrek SJ6 for trucks and SUVs and the Winter Sport 3D for cars.

• Grandtrek SJ6: This light truck and SUV (including the new crossover SUVs) tire is available in 22 sizes in the 80 to 55 ratios with a Q speed rating. This tire shows an aggressive tread pattern and relies on special rubber compound. It features a Silica reinforced compound for better grip on ice and a unique zigzag tread design for powerful traction and braking.

• SP Winter Sport 3D: This winter tire is mostly aimed at performance vehicles, but is also a great tire on dry pavement. For great road handling on ice and snow, it features ATSS (Active Sipe System) with reactive silica for elasticity at lower temperatures. It is offered in more than 20 sizes for 15- to 19-inch wheels in the 65 to 35 ratios and H and V speed ratings.

Grandtrek SJ6

Firestone celebrates the return of this legendary brand now included on the sidewall of the Winterforce and Winterforce UV tires. These tires were covered in more detail in our August 2008 issue.

• Winterforce: This tire is available in 34 sizes for 15- to 17-inch wheels in the 80 to 55 series with a S speed rating. The tire is studdable.

• Winterforce UV: This is the same Winterforce tire but for light trucks and SUVs. It is available in 18 sizes for 15- to 17-inch wheels in the 75 to 65 ratios and S speed rating.

pavement. For great road handling on ice and snow, it features ATSS (Active Sipe System) with reactive silica for elasticity at lower temperatures. It is offered in more than 20 sizes for 15- to 19-inch wheels in the 65 to 35

: This tire is available in 34 sizes for 15- to 17-inch wheels in the 80 to 55 series with a S speed

: This is the same Winterforce tire but for light trucks and SUVs. It is available in 18 sizes Winterforce

General Tire introduced the Altimax Arctic winter tire last year; it is a European product designed for North American applications.

• Altimax Arctic: Available in 26 sizes for 13- to 17-inch wheels in the 70 to 45 series and a Q speed rating, this tire is studdable.

: Available in 26 sizes for

Altimax Arctic

Winter I*Pike W409

Gislaved has its own group of followers in Canada; indeed, it is particularly sought after by Volvo owners.

• Nord*Frost 5: This tire is an advanced version of the former Nord*Frost 3. It is available in more than 40 sizes for 13- to 18-inch wheels in the 80 to 40 series and all have a T speed rating. Gislaved also offers the possibility of a new generation of “brilliant” studs.

Nord*Frost 5

Hercules has only one line of winter tires, known as the Avalanche brand. It is quite affordable.

• Avalanche X-Treme: Hercules brings back this popular line of tires designed to satisfy almost every kind of car and light truck owner. It remains available in 39 sizes for cars with 14- to 17-inch wheels in the 65 to 45 series with S and T speed rat-ings. Some are available with white sidewalls. For SUVs, the Avalanche X-Treme is still available in 16 sizes for 15- to 20-inch wheels in the 70 to 55 series and S speed rating. Finally, for light truck owners, Avalanche offers the LT line of X-Treme winter tires in 13 sizes from LT235/75R15 to LT275/70R17 with a Q speed rating.

Avalanche X-Treme is still available in 16 sizes for 15- to 20-inch wheels in the 70 to 55 series and S speed rating. Finally, for light truck owners, Avalanche offers the LT line of X-Treme winter tires in 13 sizes from LT235/75R15 to LT275/70R17 with a Q speed rating.

Avalanche X-Treme


2009 WINTER TIRES

Goodyear relies mostly on its European subsidiaries for the production of its winter tires. The better part of its line-up is carried over and includes the very popular Ultra Grip family of tires, in which we fi nd the Ultra Grip Ice, the Ultra Grip 7 (a specifi c tire available only in a few sizes), and the Ultra Grip GW3. For light trucks, the Wrangler Silent Armour and Fortera Triple Tred bear the winter logo, or better still, the Ultra Grip SUV.

• UltraGrip Performance: This most recent winter tire is now offered in 17 sizes for performance cars with 16-to 18-inch wheels in the 55 to 40 series with H and V speed ratings. This tire’s main feature is that it has enhanced traction and control in winter driv-ing conditions, but maintains performance and handling when roads are dry. Its Tread-Lock microgrooves lock together to adapt to changing road conditions.

Ultra Grip family of tires, in which we fi nd the Ultra Grip Ice, the

UltraGrip Performance

Hankook offers a complete line of winter tires with affordable prices considering their quality.

• W300 Icebear: This performance tire is back with its asymmetrical design to deal with slippery winter weather conditions including wet, snow, and ice. Available in 50 sizes for 15- to 18-inch wheels in the 65 to 35 series with T, H, and V speed ratings. It is sold at moderate to high prices but is not studdable.

• Winter I*Pike W409: This is Hankook’s most recent passenger car tire. It is available in 46 sizes for 13- to 18-inch wheels in the 70 to 45 series with Q, S, and T speed rat-ings. It is studdable.

• Dynapro I*Pike RW07: A most recent tire designed for SUVs, it is available in 13 sizes for 15- to 17-inch wheels in the 75 to 65 ratios and it is studdable.

• I*Pike RW11: This is a brand new tire designed for SUVs and light trucks. It is offered in 11 sizes for 18- and 20-inch wheels and it is studdable. It comes in the 70 to 50 ratios with a T speed rating.ratios with a T speed rating.

Winter I*Pike W409 I*Pike RW11

SPECIAL REPORT

Uniroyal is Michelin’s very affordable brand and there still is only one winter tire in its catalogue. Once again, the line-up is carried over for the coming season.

• Tiger Paw Ice & Snow: This passenger car tire is available in 37 sizes for 13- to 16-inch rims in the 80 to 60 series with Q and S speed ratings. Some sizes are available with whitewalls and the tire is studdable.

Laramie returns as a brand of very affordable tires. It is also known under the Eldorado brand.

• Saxon Snowblazer: This affordable passenger car and van tire is available in 44 sizes for 13- to 17-inch wheels in the 80 to 45 series with S and T speed ratings.

• Saxon Snowblazer SUV: This is a tire for light trucks and SUVs. It is available in some 16 sizes for 15- to 17-inch wheels in the 75 to 65 ratios all with a S speed ratings.

• Saxon Trailcutter M+S: This Laramie-Eldorado tire is designed for hard working light trucks. It comes in 13 sizes for 15- to 17-inch wheels in the LT 80 to 70 ratios including a 31 x 10.50 R15 LT size.

Nokian is back with a full array of products, including its new Hakkapeliitta 4 and 5, the popular RIS, the WR, the W, and the new WR G2, which was fully described in our August 2008 issue. Nokian also introduces another new product, the Hakkapeliitta R. The company also markets a less expensive brand, the Nordman.

• Hakkapeliitta R: This new studless winter tire features Canola oil for its environmentally friendly construction. It has an original tread design and is available in 44 sizes for 13- to 20-inch wheels with an R speed rating

Other than a few new sizes in its regular line-up for 2008-09, Kumho now offers a new product, the I’ZEN KW23. By the way, some Kumho tires are sold under the Marshal brand name.

• I’ZEN KW23: This new tire hits the market with a very aggres-sive tread pattern which displays a 4-chan-nel grooved tread. Zigzag sipes minimize slippage and uneven wear. This tire is available in nine sizes for 14- to 17-inch wheels within the 65 to 40 series including T, H, and V speed ratings. It is not studdable.

I’ZEN KW23

X-Ice Xi2

Hakkapeliitta R

Tiger Paw Ice & Snow

Toyo has a well known winter tire line-up. There are very few changes since last season.

• Observe G-02 Plus: This very popular product includes a tread compound with microscopic nut shell particles for better trac-tion. Toyo calls it the Microbit technology. This tire is designed for 13- to 20-inch rims, is available in the 75 to 50 series with Q and T speed ratings. The tires are not studdable.

• Garit KX: This is the performance winter tire of the brand. Sold at an affordable price, it is offered in more than 20 sizes for 15- to 19-inch wheels in the 55 to 40 series with an H speed rating.

• Snowprox S952: Another performance tire, it comes in more than 25 sizes. It shows a directional tread pattern and it is available for 15- to 18-inch wheels in the 55 to 40 series. Like most Toyo products, it includes the Microbit technology and comes with H and V speed ratings. Not studdable.

• Open Country G-02 Plus: This is Toyo’s winter tire for light-duty trucks and SUVs. It too has the Microbit technology. The tire is available in more than 50 sizes for 15- to 20-inch rims in the 75 to 35 series, even LT, all with Q, S, T, and H speed ratings, but it is not studdable.

Observe G-02 Plus


2009 WINTER TIRES

Michelin has quite a few new products to offer in 2008-09, including its new X-Ice Xi-2.

• X-Ice Xi2: This is Michelin’s newest winter tire and it is available in 42 sizes for 13- to 18-inch wheels with a T speed rating, enough to cover some 90% of the market. It is not studdable (the tire was covered in detail in our August 2008 issue).

• X-Ice: Though Michelin has launched its new X-Ice Xi2 tire, there are still some X-Ice tires available in specifi c sizes.

• Latitude X-Ice: This light-truck and SUV tire is comparable to the X-Ice. 23 sizes are available for 15- to 18-inch wheels in the 75 to 55 series with a Q speed rating. There is a Latitude Alpin HP tire for performance SUVs.

• Pilot Alpin PA3: This most recent performance tire is designed for 16- to 18-inch rims and 55 to 40 series of the V speed rating. It is not available with studs.

• Primacy Alpin PA3: This is another recent Michelin product, but it is designed for more popular cars and very light trucks. It is available in 19 sizes for 15- to 17-inch wheels in the 65 to 45 ratios with a H speed rating.

Maxxis International is introducing new winter tires for the 2008-09 season. The fi rst one, the MA-PW Presa Ice, was detailed in our August 2008 issue.

• MA-PW High Performance Snow Terrain: This tire is pinned-holed for studs and has a specially formulated soft tread compound for traction on ice and in snow. It shows additional deep V-grooves to expel water for better wet handling. It also has a special low-noise tread pattern pitch sequence for a very quiet ride.

• MA-W1 Wintermaxx: This tire features an unidi-rectional tread design and advanced tread compound formulation. This performance tire has multiple grooves and optimized contact footprint.

MA-PW Presa Ice

: This tire is pinned-holed for studs and has a specially formulated soft tread compound for traction on ice and in snow. It shows additional deep V-grooves to expel water for better wet handling. It also has a special low-noise tread pattern

: This tire features an unidi-rectional tread design and advanced tread compound

MA-PW Presa Ice

popular cars and very light trucks. It is available in 19 sizes for 15- to 17-inch wheels in the 65 to 45 ratios with a H speed rating.

X-Ice Xi2 Pilot Alpin PA3

SPECIAL REPORT

Pirelli has an all-new Sottozero Serie II tire to offer its customers in 2008-09. Pirelli tires remain among premium products.

• Winter Sottozero Serie II: This improved Sottozero was largely described in our August 2008 issue. It will ultimately be available in 36 sizes for 65 to 30 series in the H, V, and W speed ratings.

• Winter 210/240/270 Sottozero: Performances tire available in many sizes for 16- to 19-inch, and even 20-inch wheels. Many sizes correspond to a run-fl at tire. These products are available with H, V, and W speed ratings.

• Winter Carving/Edge: A more current Pirelli tire, it is available in most sizes for most current vehicles and even performance SUVs with 17- and 18-inch wheels in the Carving Edge version. These tires can be studded.

• Scorpion Ice & Snow: An SUV product with T, H, and V speed ratings. It is now available in most sizes and even for 18-, 19-, 20- and 21-inch wheels!

• Winter Chrono: This is a new product from Pirelli, a studdable commercial van tire that is designed to maximize traction and braking on snow and ice.

Winter Sottozero Serie II

Winter Chrono

Vredestein is a Dutch manufacturer that produces high quality tires. Here are some of its biggest products for the upcoming season.

• Snowtrac 2: This tire is an improved version of the Snowtrac and includes the Silica Nova 7C technology. It is available for 14- to 16-inch wheels in the 65 to 50 series with T and H speed ratings. This tire cannot be studded.

• Wintrac Xtreme: This high performance Vredestein tire shows a W footprint developed by designer Giugiaro. It is available in 13 sizes for 16- to 18-inch wheels in the 55 to 35 series, with V or W speed ratings. This high-priced product cannot be studded.

• Wintrac 4 Xtreme: This high performance product was designed for SUVs. It is available in more than 20 sizes for vehicles with 16- to 20-inch wheels in the 70 to 40 series. H and V speed ratings are included.

This year, Yokohama’s array of winter tires includes an enhanced range of sizes in each of its popular models—the Ice Guard IG20, the Geolandar I/T G072, and the W.drive.

• Ice Guard IG20: Yokohama’s latest tire will fi t 55 wheel sizes from 13 to 18 inches in the 80 to 40 series with Q, R, or T speed ratings. The IG20 is not studdable, but it is affordable.

• Geolandar I/T G072: This tire is also a very recent product. It is designed for light trucks and SUVs and will fi t 35 wheels with 15- to 20-inch rims in the 75 to 65 series (including the 31x10.5R) with Q and R speed ratings. Like the IG20, the I/T combines two effective water absorption technologies in the compound to deal with the worst winter traction conditions.

• W.drive: This is an all-new winter tire and it is designed for premium high performance cars such as BMW, Lexus, Mercedes-Benz, and Volvo. This tire is now available in 24 sizes for 16- to 19-inch wheels.

Snowtrac 2 Ice Guard IG20Wintrac Xtreme


08_SEMA Show_Ad_TireNews.indd 1 8/6/08 12:01:55 PM

I N D U S T R Y

NEWSBridgestone May Close Air Spring Plant

Bridgestone Americas Holding (BAH) announced plans to close its Firestone Industrial Products Co. air spring plant in Noblesville, IN and sent a “Notice of Potential Plant Closure” to the United Steelworkers representing workers at the 72-year-old plant. The plant will likely be closed in 2009.

Airide brand air springs for commercial truck and passenger vehicles is produced by this company and they claim that global competition is “making it diffi cult” for the plant to remain competitive. No fi nal decision on the future of the plant has been made.

Said Mike Cerio, president of Firestone Industrial Products, “Our main competitors are manufacturing in low-cost producing countries, making it very diffi cult for FSIP to continue to operate this facility, one which is hampered by aging equipment, the world’s highest wage and benefi t structure and a mature domestic market.

“High manufacturing and logistics costs prohibit us from exporting our products from this facility into these emerging markets,” he said. “Meanwhile, imports from lower-cost manufacturers abroad are gaining ground in the U.S. Even with substantial new capital investment, market forces make it extremely diffi cult for the Noblesville plant to be globally competitive.”

Vehicle Lift Accessories Can Be Certifi edVehicle lift accessories, like adapters, adapter extensions, and rolling jacks, enable technicians to perform

more services on a greater range of vehicles than they could with a standard lift. Like vehicle lifts themsel-ves, these accessories can be third-party certifi ed to meet ANSI/ALI ALCTV-2006 safety standards.

In fact, the Automotive Lift Institute (ALI) states that “the use of non-certifi ed options or accessories on a certifi ed lift will void the certifi cation of the lift.” Building codes for every U.S. state and much of Canada require that all installed vehicle lifts be certifi ed.

Certifi cation ensures that the components meet industry standards for strength, quality, structural integrity, functionality and safety.

For more information about Rotary Lift accessories, contact your local Rotary distributor, call Rotary at 1-800-640-5438 or visit www.rotarylift.com. For more information about ALI and lift standards, visit www.autolift.org.

Advertiserswww.aiacanada.com AIA Canada 10www.assetengineering.com Asset Engineering Corp. 8, 39www.atlastire.com Atlas Tire Wholesale 17, 21www.bridgestone-fi restone.ca Bridgestone 40www.carrus.ca Carrus Technologies 31, 33, 37www.continentaltire.ca Continental Tire 13 Duret & Landry 23www.herculestire.ca Hercules Tires 11, 18, 19www.kumhotire.ca Kumho Tires 7www.mskcanada.com MSK Canada 25www.oktire.com O.K. Tire 9www.pirelli.ca Pirelli 5www.premaproducts.com PREMA 35www.sema.org SEMA 36www.solideal.ca Solideal 27www.tiremax.ca TIREMAX 2www.tcstire.com Tire Company Solutions 6

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TIA Advice

Watch Out for TheseFive Common Myths About Tires With the price of oil and rubber at, or near, all-time highs, keeping your customers’ tires in proper working order has become even more critical. The Tire Industry Association wants to dispel the top fi ve common myths about tires in order to help consumers get the most out of their tires. Feel free to share these facts with your customers.

✃✃

“These are just a few of the common myths that are costing consumers gas, money, and even their lives,” said TIA senior vice president of Training Kevin Rohlwing. “As with battling most myths, the best weapon is knowledge. One way to gain knowledge is to speak with their local TIA member tire service shop.”

For more information, consumers can visit the TIA website: www.tireindustry.org. TN

MYTH # 1: Just because a tire has low tread depth, it’s still OK to drive.

FACT: Driving on tires that are below 2/32” tread depth is not only potentially dangerous to you and others on the road, you are not really saving money, because it can dras-tically decrease your ability to drive in adverse conditions, such as rain or snow. The results could be far more costly than the price of replacement tires. Consumers should visually inspect their tires (including their full-size spare tire, if applicable) and check tire infl ation pressure every month.

MYTH # 3: If a tire becomes punctured by a nail or other foreign object, it can be repaired without taking the wheel off the car.

FACT: The only correct way to repair a tire is by taking it off of the car. On-the-wheel repairs do not ensure the tire’s structural integrity, and there may be damage caused by the puncture that will not be detected. TIA advises consumers to ask their tire repair professional if they are repairing tires on- or off-the-wheel before agreeing to the repair.

Top Five Consumer Myths About Tires

MYTH # 2: If you increase tire pressure to the maxi-mum recommended tire pressure, or even overinfl ate them, you will get better gas mileage.

FACT: While this myth is in-creasingly popular with “hy-permilers,” the truth is that in-flating tires at, or beyond, the maximum recommended pressure can not only decrease tread wear prematurely, it can also make tires more susceptible to impact breaks from such things as potholes. Tires need to be infl ated to the pressure indicated on the ve-hicle’s tire placard, commonly located on the edge of the driver’s door, the doorpost, glove box, or fuel door.

MYTH # 4: It’s OK to drive a car with one or more tires that have a slow leak, as long as you stop frequently to refi ll the air.

FACT: This is potentially dangerous, because water can seep into the penetration and cause permanent internal damage to the steel belts. Any leaks—whether slow or fast—should be re-paired by a tire service professional immediately.

MYTH # 5: Using petroleum- or silicone-based tire cleaners/shines won’t damage tires.

FACT: Many popular tire cleaners/shines con-tain petroleum or silicone products, which will damage the rubber. Tire manufacturers add a wax-based protectant that helps to protect the tire against ozone, which will cause the tire to begin to crack and dry rot. This wax protectant is forced to the surface every time a tire is flexed as it rolls. The silicone ingredient in many common tire shine products dissolves this wax protectant, thus increasing the tires vulnerability to dry rot. Consumers are advised to read the label when shopping for a tire cleaner/shine, and make sure there are no petroleum- or silicone-based ingredients.

www.tireindustry.org


Even a plow can’t

bite the ice and

crunch the snow

the way BlizzakTM can

as the Official Tire

of Winter.TM

bridgestonetire.com1-800-807-9555tiresafety.com

08BFS496 Blizzak Honda-TireNews 8/21/08 4:12 PM Page 1

A New Look, A New Beginning - autosphere.ca

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