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A couple years ago Chicago was riddled with potholes through a long winter. After seeing customer after customer come in with blown tires and bent wheels we saw an opportunity, and not just for the parts and service departments, but for our customers as well.
We started a seasonal wheel and tire program offering our customers a set of four winter tires mounted on steel wheels for a fixed price. The sale price also included storing the off-season wheels and tires at our dealership. In addition to the profit made from the initial sale, your dealership and your customers will see many other advantages from a seasonal wheel and tire program.
Some customer benefits include:
Benefits for the dealer:
Our seasonal tire program became so popular that in spring and fall it wasn’t uncommon to see three or four wheel swaps a day. Offering your customers the option and convenience of having their off season wheels and tires stored at your location differentiates your service department from the dealer or tire shop down the road, creating customer added value for your dealership
Getting your seasonal tire program started is easy using the resources your parts department already has, and with winter fast approaching your customers will be happy you did.
By Richard Ward
Professional Parts Manager and Freelance Fixed Operations Writer