Whether you are selling toothpaste or tyres, you must first ensure that customers know your product exists and then convince them that your product is the best value!

The US tyre retailing, like other industries, will benefit from rising business activity as the economy recovers from the downturn resulting from the Covid-19 pandemic. Relatively high levels of consumer spending are anticipated to return this year, and demand for replacement tyres is projected to grow over the next five years in line with the overall economy. At present, the US tyre retailing industry comprises about 39,000 businesses with over USD 40 billion in annual sales. The global tyre sales are estimated to be approximately USD 270 billion in 2022.

The tyre retailing industry is highly competitive, as product choices are limited, and services needed by customers are often identical. Tyre dealers end up competing based on brand offering, service reputation, price, location and other incentives. 

Most tyre retailing is done through independent shops, both privately-owned small businesses and large corporations who own a chain of stores. Independent dealers can sell every line of tyres available, fulfilling customers' desire for choice. A few OEM-owned tyre shops, such as Bridgestone/Firestone and Goodyear stores, and auto dealers also try to sell replacement tyres. While privately-owned small outlets offer more personalised service, large chains benefit from marketing support, purchasing power, consumer financing options, and other benefits supplied by the corporate umbrella.

The trend seems to be that the number of purely independent small dealerships will decline. Consider the rising expenses just to stay up to date, including the tools, talent, training and technology required to continue to service increasingly sophisticated vehicles. The increasing pressure on small retailers is viewed as a natural evolution of any industry, forcing owners and managers to make necessary changes – and tough decisions – to survive and thrive. As a result, regional and national mega dealerships are continuing to expand their footprints through acquisition or starting new sites.

Marketing

The sustainability of every retailer depends on marketing. First, your customer needs to know that you exist, and for that, you need to advertise. There are many ways of advertising – direct mail, ads in print/audio/video and social media. Advertising costs money and the effectiveness of an ad campaign should be measured through the bottom-line result it generates. One 30-second TV ad during the American Super Bowl game in February 2022 cost each advertiser a cool USD 6.5 million! But considering that the ad reached 112.3 million TV viewers, it could be considered a good ad value. On the other hand, if a retailer spends even a dollar for an ad but does not reach a single potential buyer, it has cost too much!

While a well-designed website is a must, how do you ensure that your website pops up prominently when a potential customer is searching for the type of product or service you offer? Search engine optimisation (SEO) is the practice website owners need to use to rank higher in the search engine's ranking process and draw more traffic to their website. After you have the attention of potential customers, educate them about the value you offer and convince them that they would lose if they do not use your product or service.

One success story

Bruce T Halle opened his first Discount Tire store in 1960, renting an old building in Ann Arbor, Michigan and began as the sole employee with a six-tyre inventory. His founding principles – treat people with respect and fairness, care for those in need, always do what is right, work hard, be responsible and have fun – have helped the chain grow to be the largest independent tyre and wheel retailer in the US, operating more than 1,100 stores in 35 American states. The chain claims they will not be undersold and strives to deliver the lowest price on all tyres and wheels they carry. When a customer finds a lower price, they beat the competition's lower installed price and ensure that the customer gets the best deal. The chain works hard to provide unexpected experiences that delight their customers and thus keeps them coming back. All tyres sold come with FREE prorated coverage, meaning that the customer gets credit towards a new tyre when a tyre has become non-repairable due to a road hazard. Customers also get FREE lifetime rotation, balancing and repair. Additionally, they offer a customer-friendly tyre replacement programme called the Certificate for Repair, Refund or Replacement. With this certificate, when a tyre fails within three years of purchase due to a defect or a non-repairable road hazard damage and still has legal tread (3/32") remaining across the tyre, the customer gets a refund of the full purchase price, with the option to purchase the same new or comparable tyre at the refund price. With all these delighters, no wonder this tyre retailer has seen solid growth. 

Every retailer, no matter what it sells, must strive to delight the customer with 'extras'!

The future

The Covid-19 pandemic has caused supply chain issues and forced all industries to overhaul their information-technology systems for better customer service and inventory management. While this is an added cost of doing business, it could be offset through better productivity. Additionally, tyre OEMs and retailers need to be ready to tackle the upcoming market disruption – electric vehicles – which needs specialised tyres to begin with; moreover, these tyres are expected to wear faster due to higher battery weight and quicker acceleration of these vehicles. 

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Birla Carbon will present its carbon black solutions at the Global Polymer Summit 2026, scheduled for 28–30 September at the Kentucky International Convention Center in Louisville. The company will exhibit at Booth 417, targeting tyre and mechanical rubber goods (MRG) manufacturers seeking higher performance and reduced environmental impact.

The company’s portfolio spans tyre and MRG applications, addressing durability, strength, abrasion resistance and product life across tyres, belts, hoses, sealing systems and anti-vibration products. Birla Carbon will also feature Continua Sustainable Carbonaceous Material (SCM), a circular carbon range with consistent quality and global availability and Continua Sustainable Carbon Black (SCB), produced from recycled or bio-based feedstocks.

Supported by extensive manufacturing, technical expertise and customer-focused teams across the Americas, Birla Carbon provides reliable volumes, responsive service and tailored solutions. Attendees can meet company experts at Booth 417 to explore its product portfolio, technical capabilities and sustainable offerings.

John Davidson, President – Americas & EMEA, Birla Carbon, said, “The tyre and mechanical rubber goods industries are at an important phase, where performance, supply resilience and sustainability must advance together. The next phase of growth will depend on stronger collaboration across the value chain and the ability to translate innovation into scalable, commercially viable solutions. At Birla Carbon, we are combining our manufacturing network, portfolio strength, technical expertise and regional capabilities to help customers navigate this transition and build more resilient and sustainable businesses.”

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Michelin has unveiled the X Multi Energy D2 tyre, developed to address the specific challenges of regional haul operations. Fleets in this segment face demanding roads, frequent stop-and-start cycles and escalating fuel expenses that affect both performance and profitability. By blending durability, fuel savings and Michelin’s established performance standards, the new tyre aims to boost fleet productivity while reducing overall operating costs.

The tyre features a revised tread pattern and a new tread compound to better resist tread damage caused by high-torque vehicles and stop-and-go regional driving. It is constructed on Michelin’s Duracore casing, which integrates Infinicoil and Powercoil technologies and benefits from a reinforced bead design known as Duracoil Technology. This casing is engineered to last up to one million miles and support as many as four retreads.

In the effort to curb fuel expenses, the X Multi Energy D2 improves rolling resistance by 9 percent over its predecessor, the Michelin X Multi Energy D tyre, and by 18 percent compared with leading competitors. It also enhances late-life traction, offering 10 percent better wet handling and 16 percent better snow starting traction when worn, giving drivers and operations managers greater confidence on varying roads.

For original equipment manufacturers, the tyre meets Greenhouse Gas standards and supports applicable vehicle carbon-reduction requirements. Designed for regional applications where traction, durability and fuel efficiency matter, it is available in 295/75R22.5 LRG and 11R22.5 LRG and LRH sizes, replacing the X Multi Energy D tyre in those sizes.

Yahn Heurlin, VP of B2B Marketing, Michelin North America, Inc., said, “Michelin is driven by a deep commitment to understanding the needs and challenges customers face every day. This customer-first mindset inspires the development of purpose-built solutions designed to address real-world pain points and help fleets operate more efficiently.”

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Firestone, a Bridgestone Americas subsidiary, has unveiled the Destination LE4 highway touring tyre as the successor to its best-selling Destination LE3. The new model features a deeper tread depth, an advanced compound and a non-directional tread pattern, delivering longer wear life along with improved wet and light snow performance for year-round driving confidence.

Backed by a 70,000-mile limited warranty, the Destination LE4 is projected in external testing to wear 16 percent longer than its predecessor, 9 percent longer than the General Grabber H/T and 43 percent longer than the BFGoodrich Advantage Control HT. Thinner 3D sipes enhance traction and handling, while internal testing showed wet stopping distances reduced by 8 feet versus the Toyo Open Country H/T II and 4 feet versus the BFGoodrich Advantage Ctrl HT, with dry stopping improved by 8 feet and 2 feet, respectively, plus a 2-foot dry gain over the LE3.

Sustainability gains come through wear-resistance technology, optimised material usage that lowers raw material consumption and enhanced traction technology. Two technical firsts originated at the Bridgestone Americas Technology Center in Akron, Ohio: a high-strength, lightweight carcass architecture using light body plies and steel cords for durability and low rolling resistance despite deeper tread, and advanced compound mixing that improves ingredient consistency for tread wear, handling and wet grip.

Available in 65 sizes for 15- to 22-inch rims, the Destination LE4 covers small CUVs, SUVs, pickups and larger trucks, including the Mazda CX-5, Ford F-150, RAM 1500, Chevrolet Trailblazer and Nissan Armada.

Jeremy Norwood, Chief Engineer, New Product Engineering, Bridgestone Americas, said, “Drivers loved the Firestone Destination LE3 for its comfortable, quiet ride and all-season reliability. With the new Destination LE4, we enhanced those strengths by extending wear life and improving wet-weather handling, delivering dependable performance, confident control and everyday value.”

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The Yokohama Rubber Co., Ltd. has announced that Y.T. Rubber Co., Ltd. (YTRC), its Thai subsidiary focused on natural rubber processing, earned the Outstanding Provincial-Level CSR Organization Award. The honour formed part of the ‘CSR Award 2026’ initiative run by Thailand’s Ministry of Social Development and Human Security, and the presentation took place on 22 August 2026.

Built around the idea of ‘CSR Partnerships for Sustainable Thailand’, the award programme highlights organisations demonstrating exemplary corporate social responsibility at provincial or metropolitan level throughout the country’s 76 provinces and Bangkok. A total of 92 recipients – among them YTRC, other firms and bodies chosen nationwide and provincial CSR centres – convened at IMPACT Challenger Hall in Nonthaburi Province to collect commemorative plaques.

Governor Jumpot Wannachatsiri (left) presents flowers to YTRC Managing Director Noboru Takita (centre) and Department Manager Supachai Choosuwan at the Surat Thani Provincial Council.

YTRC, established in Surat Thani Province in 2008, has long pursued environmental preservation and dependable ties with nearby communities. Working with the Rubber Authority of Thailand (RAOT), it surveys natural rubber plantations and supplies management assistance to farmers, supporting sustainable procurement of the material. The company further backs agroforestry practices that give rubber farmers steadier incomes while partnering with the Surat Thani Provincial Office of Social Development and Human Security on efforts to nurture constructive community relations.

The recognition reflects YTRC’s continuous community-oriented CSR work and its notable local impact. A special event on 31 August saw the Surat Thani Provincial Council once more acknowledge those contributions, with the governor presenting a celebratory bouquet. Separately, the CSR Center of Surat Thani Province ranked among only nine centres nationwide to win the Outstanding Provincial CSR Promotion Center Award.

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