Firestone Tire & Automotive Centre - Autosphere

Firestone Tire & Automotive Centre
A New Look,
Volume 5 / Number 5 / September 2008 / $4.95
A New Beginning
PM 40014105

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Calendar
October 2008
Be Car Care Aware - Auto Safety Month
October 29-31
2008 Rubber Recycling Symposium
Four Seasons Hotel, Vancouver, BC
✦ www.rubberassociation.ca
November 2008
November 4
AIA Canada - Canada Night 2008
Caesar’s Palace, Las Vegas, NV
✦ Thérèse Santostefano 1-800-808-2920, ext. 225
✦ therese.santostefano@aiacanada.com
✦ www.aiacanada.com
November 4-6
AAPEX
Sands Expo & Convention Centre, Las Vegas, NV, USA
✦ www.aapexshow.com
November 4-7
SEMA
Las Vegas Convention Center, Las Vegas, NV
✦ www.semashow.com
REGULARS
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
14
Firestone Tire & Automotive Centre
A New Look, A New Beginning
FEATURES
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
Contents
September 2008
28
Special Report - 2009 Winter Tires
The Dawn of a New Era
Watch Out for These Five Common Myths About Tires
Commercial Tires 18, 19
Tire Shortage?
Not Yet for the Trucking Industry, But…
Wheels 24, 25
Custom Wheels in Winter
What to Do With Fancy
Wheels in Winter
Tire Recycling 26, 27
Be Tire Smart: Another Successful Campaign
Study Shows Consumers Are
Getting the Message
Michelin Green Tires Save
10 Billion Litres of Fuel
Advertisers 37
September 2008 TN Tire News 3

Editorial
Rémy L. Rousseau
remyrousseau@p-rousseau.com
Charge it!
Never Fear to Charge a
Little Extra When You
Give a Little Extra
I 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.
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, balancing,
TPMS check, etc. I knew exactly
what the dealer did, and exactly what I
was paying for.
Profi t: not a dirty word
If you’re afraid to charge your customers
for the services you provide, it will be
diffi cult for you to survive, let alone prosper.
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 running
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.
4 Tire News TN September 2008
Service à la carte
Not 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 exactly
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 customers
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 highperformance
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
Publisher
Rémy L. Rousseau
Contributing Editors
Éric Descarries, Jack Kazmierski, Jil McIntosh
Copy Editor
Shirley Brown sgbrown@xplornet.com
Production
Olivier Rhême production@optikdesign.ca
Valérie St-Cyr vstcyr@p-rousseau.com
Circulation Manager
Sylvain Gendron masdata@videotron.ca
Administration
Wendy Allain wallain@p-rousseau.com
Nancy Belleville nbelleville@p-rousseau.com
Advertising
Nathalie Plouffe
416-925-5665
tirenews@rogers.com
Luc Champagne
514-945-1299
lucchampagne13@videotron.ca
Réjean A. Rousseau
450-649-9007
r.a.rousseau@videotron.ca
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WINTER’S BEST FRIENDS
WINTER REBATES
$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 1 st TO DECEMBER 31 st , 2008.

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INDUSTRY
NEWS
SAE 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— failure—Tire Forensic
Investigation: Analyzing Tire
Failure Failure. This 238-page book
includes subjects such as
belt separation, tire condition,
balance weight marks
failure theories, investigation
techniques, and more.
It is mostly based on passenger
car and light truck tires. Written by Thomas
R. Giapponi, president of TRGtech Tire Consulting
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 Napanee,
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 interest.
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 corporate
offi cer for Moen.
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 automotive
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 customers’
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 collaborated
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 racing
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 customers
our product, and also give them the chance
to experience our tires under the eye of qualifi ed
instructors.”

INDUSTRY
NEWS
Cooper’s China Imports to
Free Up U.S. Volume
Reports indicate that Cooper Tire anticipates
receiving about 2.5 million tires from its Cooper
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 million
tires.
This will reduce Cooper’s overall production
costs and also benefi t the company from
expanded domestic production capacity. Currently
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.
8 Tire News TN September 2008
Out 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. Environmental
Protection Agency (EPA) and IndyCar
are dedicated to abolishing lead weights.
Susan Parker Bodine, EPA’s assistant administrator
for the offi ce of solid waste and emergency
response, sent out a press release from
EPA saying that the Agency will join IndyCar
Series drivers and Bridgestone Firestone representatives
to announce the National Lead-Free
Wheel Weight Initiative (NLFWWI).
A procedure at the race recognized companies
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 tability
of its U.S. retail operations,
“Following a rigorous review of operating performance
and local market dynamics, these company-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 longterm
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 communicates
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 Racing
The longstanding partnership between Yokohama
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 racing
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 highperformance
tires for our racing partners,” Chung
said. “We’re going to focus on new tire development
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 escalation
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
September 2008 TN Tire News 9

NEW
PRODUCTS
MSK to Distribute Mecalux
MSK Canada of Montreal, Quebec announced
it has reached an agreement to distribute Mecalux
racking systems across Canada. Mecalux is
one of the world’s largest manufacturers of racking
and well represented in over 60 countries
and now within Canada.
George Lalos, MSK Canada’s VP, director of Sales,
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 Canada
directly at info@mskcanada.com 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 stability
and even tread wear. Its Visual Alignment
indicator technology makes necessary adjustments
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 Tires
You can now count Nankang as a winter tire.
This Chinese brand has three interesting products
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-up
X-TREME I PASSENGER / SUV / LIGHT TRUCK
For information on Hercules Tire
visit www.herculestire.ca

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.
If you’ve ever been stumped by the
questions, “How much is your business
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 critical
factor.
Perhaps your expansion plans will require
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 business
to your children, a precise value is
a must.
12 Tire News TN September 2008
“But I have no plans to sell my business,”
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 investments
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 to
Although 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 accountant’s
number over yours.
Pure mathematics aside for a moment,
assessing the value of a business has
been called an art form since hard numbers
account for only part of the total
picture. The rest of the picture takes into
consideration soft numbers like projected
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 professional
business appraiser? Ask your accountant
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 expect
Jack Kazmierski kaz@cogeco.ca
The 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
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.
Winter tires
35 m
Summer tires
43 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)
Tires - Engineered in Germany.

Profile
Jil McIntosh jil@ca.inter.net
Photos: Marie-Josée Rousseau mjr@p-rousseau.com
Firestone Tire & Automotive Centre: A New Look, a New Beginning
New Program Respects the
Past As It Moves Into the Future
Since 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.
Initially established as corporateowned
locations, the Firestone Tire
& Automotive Centres were converted
over to independently-owned and operated
franchises in the 1980s. As with
many other brands, the Firestone Tire
& Automotive Centres have experienced
many highs and lows throughout the stages
of life, but recently, have undergone a
major transformation that will rejuvenate
the brand across the country.
A new look and feel
Beginning with stores in the Greater Toronto
Area (GTA), Firestone Tire & Automotive
Centres will experience new life with a revitalization
of the look and feel. “This is a multimillion-dollar
investment by Bridgestone
Firestone Canada, involving store renovations,
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 makeover,
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.
14 Tire News TN September 2008
A viable and recognizable brand
The re-branding exercise of the revitalization
initially started with the ad agency for
the company’s corporate brands. It hired
The Richards Group, the largest independent
advertising agency in North America,
to create a new brand vision for the stores
in Canada. The agency’s research confi
rmed that the Firestone retail brand was
still viable and recognizable, with results
from focus groups confirming the finding.
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 reliable
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 inviting
The 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 inviting
that both males and females would
fi nd attractive.”
Using resources and research already in
place within its vast North American operation,
the company utilized its Chicago
retail marketing group’s new Showroom
Display Program. “The typical feel for customers
in these centres was that the displays
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 opposite.
It’s a retail centre like they’d see
if they walked into an upscale mall. We’re
getting a lot of positive response, especially
from women, saying that the locations
are more inviting and comfortable to shop
for new tires.”
The brand customers know
The company also gave serious thought
to a new name for the centres, but in the
end decided to stay with a brand that con-

sumers already knew. “The money needed
to brand a new store name is in the millions
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.”
Wo r k i n g w i t h t h i s d i re c t i o n , T h e
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 results
Although 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 consumers
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 reviewing
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 quantity
Along 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 locations.
“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 quantity.
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 customers
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
monicolou@bfusa.com. TN
September 2008 TN Tire News 15

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 meeting
A 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 programs
from across Canada to sit face-toface
and discuss the challenges and successes
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
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.
16 Tire News TN September 2008
across Canada. It can’t make rules and
regulations, but it could make a guideline
statement, for example, and if an individual
province wishes to regulate something
similar in the province, they could
use CATRA’s agreement as a guideline of
something that’s being used successfully
elsewhere.”
Sustainable development
Among CATRA’s work is development
of databases to support scrap tire management,
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 common
across the country. The categories
could be potentially harmonized across
the country.
“This is the type of thing we do. If something
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 nothing
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
Jil McIntosh
jil@ca.inter.net
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.

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P205/65R15 92H
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P205/60R15 90H
P205/60R16 91H
P205/60R16 91V
P215/60R16 94V
205/55R16 91H
215/55R17 94V
205/50R17 89V
215/50R17 XL 95V
225/50R17 94V
205/45R17 84V
215/45R17 XL 91H
225/45R17 91H
235/45R17 94H
Additional Sizes Available

Commercial Tires
Éric Descarries
104420.662@compuserve.com
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, particularly
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 accordingly.
The demand has outgrown the
production capacity… at least for the
time being.
No commercial truck tire shortage
Consequently, 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 commercial
tires for the time being and, according
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 softening
and trucks are not as busy travelling
to the South. Since trade with our
American neighbours has slowed down
due to the strength of the Canadian dollar,
there are less trucks on the road.”
S207
Drive all-steel radial truck. Wide and deep transversal grooves for greater driving force.
Deep tread depth for extended mileage. Reinforced bead construction and durable carcass
for excellent retreading rate.
There is no shortage in truck tires in the forecast.

photo: International
photo: Éric Descarries
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 imports
from Asia. But, once again, the
Asian manufacturers are gearing up and
even improving their products as they
get more input from major tire manufacturers.
Tire manufacturers are increasing OTR tire production.
S208
Premium 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.
Back to the OTR tires
As 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 expansion
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 manufacturer
has announced a price increase
of its products. And, according to some
industry news, the American government
has begun adding duties to foreign products,
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 hearsay,
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 key
If 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 pressure
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 protruding
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 accordingly,
but manufacturers know very
well that such peaks are often followed
by slowdowns. No wonder they are careful
in making hasty decisions. And that is
why they are still in business. TN
HERCULES MEDIUM TRUCK TIRES
AFFORDABLE, RELIABLE TIRES BUILT TO PERFORM
VISIT WWW.HERCULESTIRE.CA

cont’d from page 12
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, interest,
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 locations,
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 important
is whether your customers buy from
you because of you (the owner) or because
of your company. If it’s the former,
20 Tire News TN September 2008
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 value
If 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 encourage
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 attention
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 percent
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 business
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

Features & Benefits
Features & Benefits
improved tread pattern:
improved Paralleltread tread
central pattern:
ribs to improve vehicle handling
Parallel Stable shoulder
central ribs blocks
to toimprove improve
with Force
vehicle Transmission
handling
Links to increase performance
Stable Circumferential
shoulder blocks central
with groove
Force for
Transmission fast drainage,
Links slush
to to
expulsion
increase performance
and better self cleaning
Circumferential central groove for forfast fast drainage, slush expulsion and andbetter better self self cleaning
increased sipe density and 3D Drop sipes:
increased sipe density and 3D Drop sipes:
More grip
sipe
edges
density
for better
and
snow
3D Drop
handling
sipes:
performance
More grip edges for better snow handling performance
nordic silica compound:
nordic silica compound:
Innovative winter grip polymer for improved snow traction, performance and ice grip
Innovative winter grip polymer for improved snow traction, performance and ice icegrip grip
SIZES SIZES
SIZESAVAILABLE AVAILABLE
AVAILABLE
Nordfrost Nordfrost5 5
13 13 inch
13inch inch
175/70R13 175/70R13 82T SL
175/70R1382T 82T SL SL
155/80R13 79T SL
155/80R1379T 79T SL SL
14 14 inch
14inch inch
175/65R14 82T SL
175/65R1482T 82TSL SL
185/65R14 86T SL
185/65R1486T 86TSL SL
175/70R14 84T SL
175/70R1484T 84TSL SL
185/70R14 88T SL
185/70R1488T 88TSL SL
195/70R14 91T SL
195/70R1491T 91TSL SL
15 15 inch
15inch inch
215/70R15 98T
215/70R1598T 98T
185/65R15 88T
185/65R1588T 88T
195/65R15 91T
195/65R1591T 91T
16 16 inch
16inch inch
225/70R16 225/70R16 102T SL
225/70R16102T 102T SL SL
215/65R16 215/65R16 98T XL
215/65R1698T 98TXL XL
205/60R16 96T XL
205/60R1696T 96TXL XL
215/60R16 95T
215/60R1695T 95T
225/60R16 XL 102T
225/60R16XL XL102T 102T
205/55R16 94T XL
205/55R1694T 94TXL XL
215/55R16 97T XL
215/55R1697T 97TXL XL
225/55R16 XL 99T
225/55R16XL XL99T 99T
17 17 inch
17inch inch
235/65R17 108T XL
235/65R17108T 108TXL XL
235/55R17 XL 103T
235/55R17XL XL103T 103T
205/50R17 93T XL
205/50R1793T 93TXL XL
205/65R15 94T
205/65R1594T 94T
185/60R15 88T XL
185/60R15
88T
88T
XL
XL
225/50R17 XL 98T
225/50R17XL XL98T 98T
225/45R17 94T XL
225/45R17
94T
94T
XL
XL
195/60R15 88T
195/60R15
88T
88T
195/55R15 89T XL
195/55R15
89T
89T
XL
XL
18 18 inch
18
inch
inch
245/40R18 97T XL
245/40R18
97T
97T
XL
XL
NEW NEW
SIZES SIZES
FOR FOR
2008
2008

Succession Planning:
Not Just for Tomorrow
The BDC Outlines
the Need to Look Ahead
Do 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?
That was the question posed in a seminar
by Harry Cook of the BDC at the
Tire Dealer Association of Canada’s convention
in Halifax last July. It’s also a question
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 framework
But along with a plan for growth, every
business needs to have a plan in place for
succession, no matter when that will happen.
This not only provides a solid framework
to help guide decisions regarding
fi nancing, expansion, investments, and
long-term plans, but could prove invaluable
if the unforeseen happens. While no
one likes to think about “worst-case scenarios,”
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 population,
and starting in 2011, an average
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
22 Tire News TN September 2008
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 business
outside of the family, but surprisingly,
26% have no plans at all.
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.
Smoothing the transition
Having 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 liability,
and maintaining the business’ daily
operations with minimal disruption.
So what factors are important in planning?
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, employee
experience, and your company’s
good name. That list of customers buried
in your computer system could have a dollar
value that far outweighs the stacks of
tires in your warehouse.
Increasing your company’s value
Jil McIntosh
jil@ca.inter.net
Having 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

1
1
2
2
31
3
42
1
4
53
1
2
5
42
3
53
4
4
5
5
Management—The Art & Science
5 Keys to Becoming
a Better Manager
John 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.
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 better
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
Raynald Bouchard
raynaldbouchardmedia@yahoo.ca
Your associates, your employees, your suppliers, your customers
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.
Translated from its original French by Marc-Alain Nantel.
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.
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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.
24 Tire News TN September 2008
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 dismounting
operations as the cost of buying
both wheels and tires might be recovered
through the years. Some customers
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 damage
that the leaser might request payment
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 choice
The 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!
TPMS
Éric Descarries
104420.662@compuserve.com
Many 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!

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 thoroughly
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

Jil McIntosh
jil@ca.inter.net
Be Tire Smart: Another Successful Campaign
Study Shows Consumers Are
Getting the Message
Once 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 manager
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 support
Spread across every province and territory,
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
26 Tire News TN September 2008
Tire Recycling
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’ surrounding
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 environment,
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 payment.
So with that front and centre, it really
helped boost the need to know.”
Improvement in key areas
Every two years, RAC commissions a consumer
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 sidewall.
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 available
This 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 balance.
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 number
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

Michelin Green Tires Save
10 Billion Litres of Fuel
M ichelin
has announced that its
“green tires” have saved a cumulative
10 billion litres of fuel and avoided
more than 27 million tons of CO emissions
2
since the energy-saving tires were introduced
to the market in 1992. The company
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 CO each second.
2
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, produced
for passenger car, light truck and
commercial truck applications, are optimized
for fuel economy through reduced
rolling resistance and weight.
Tire News:Layout
The company reports
1 7/25/2008
that the effect
12:37
of
PM
Over
Page
16 years,
1
the manufacturer has de-
tires can use up to one tank of fuel out of veloped four generations of green tires,
From left to right:
Paris, October 30, 2007
Berlin, October 30, 2007
New York City, October 30, 2007
Shanghai, October 30, 2007
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 development
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 showing
the fuel and emissions savings on major
landmarks in Berlin, New York City, Paris
and Shanghai. TN
OTR TIRES & RUBBER TRACKS
MULTI-PURPOSE BACKHOE LOADER L3 GRADER DURATOUGH RADIAL
DRIVING PRODUCTIVITY
For more information please contact us at 1-800-361-5441,
info@solideal.ca or visit our website www.solideal.ca.

SPECIAL REPORT
Éric Descarries 104420.662@compuserve.com
The Dawn of a New Era
It’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.
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 available
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 available
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.
28 Tire News TN September 2008
Q . . . . . . . . . . 160 km/h
R . . . . . . . . . . 170 km/h
S . . . . . . . . . . 180 km/h
T . . . . . . . . . . 190 km/h
H . . . . . . . . . . 210 km/h
V . . . . . . . . . . 240 km/h
W. . . . . . . . . . 270 km/h
Winter Slalom
Commercial T/A
ContiWinterContact TS810S
ContiCrossContact Winter

Bridgestone makes winter tires for any type of car, performance vehicle, and light truck.
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.
2009 WINTER TIRES
• 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 available
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 18inch
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 WS-60
Blizzak LM-25
• 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.
Weather-Master S/T2 Discoverer M+S
September 2008 TN Tire News 29

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.
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.
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.
Altimax Arctic
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.
30 Tire News TN September 2008
Nord*Frost 5
Grandtrek SJ6
Winterforce
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 ratings.
Some are available with white sidewalls. For SUVs, the
Avalanche X-Treme X-Treme is still available in 16 16 sizes for 15- 15- to 20-inch 20-inch
wheels in the 70 70 to 55 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 speed rating. 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 driving
conditions, but maintains performance and handling
when roads are dry. Its Tread-Lock microgrooves lock
together to adapt to changing road conditions.
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 ratings.
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.
Winter I*Pike W409 I*Pike RW11

SPECIAL REPORT
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
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.
32 Tire News TN September 2008
Hakkapeliitta R
Tiger Paw Ice & Snow
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 aggressive
tread pattern which displays a 4-channel
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
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 traction.
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 lightduty
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
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 unidirectional
tread tread design design and advanced tread compound compound
formulation. This performance tire has multiple
grooves and optimized contact footprint.
MA-PW Presa Ice
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 and very light trucks. trucks. It is available in in 19 sizes for 15- to 17-inch wheels in in
the 65 to 45 45 ratios with 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.
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.
Winter Sottozero Serie II
Winter Chrono
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 Wintrac Xtreme
Ice Guard IG20
34 Tire News TN September 2008

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INDUSTRY
NEWS
Bridgestone 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 ed
Vehicle 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 themselves,
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.
www.aiacanada.com AIA Canada 10
www.assetengineering.com Asset Engineering Corp. 8, 39
www.atlastire.com Atlas Tire Wholesale 17, 21
www.bridgestone-fi restone.ca Bridgestone 40
www.carrus.ca Carrus Technologies 31, 33, 37
www.continentaltire.ca Continental Tire 13
Duret & Landry 23
www.herculestire.ca Hercules Tires 11, 18, 19
www.kumhotire.ca Kumho Tires 7
www.mskcanada.com MSK Canada 25
www.oktire.com O.K. Tire 9
www.pirelli.ca Pirelli 5
www.premaproducts.com PREMA 35
www.sema.org SEMA 36
www.solideal.ca Solideal 27
www.tiremax.ca TIREMAX 2
www.tcstire.com Tire Company Solutions 6
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TIA Advice
Watch Out for These
Five 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.
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 drastically
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 # 2: If you increase
tire pressure to the maximum
recommended tire
pressure, or even overinfl ate
them, you will get better gas
mileage.
FACT: While this myth is increasingly
popular with “hypermilers,”
the truth is that inflating
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 vehicle’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 repaired
by a tire service professional immediately.
38 Tire News TN September 2008
Top Five Consumer Myths About Tires
www.tireindustry.org
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.
MYTH # 5: Using petroleum- or siliconebased
tire cleaners/shines won’t damage
tires.
FACT: Many popular tire cleaners/shines contain
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.
“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
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✃

Even a plow can’t
bite the ice and
crunch the snow
the way Blizzak TM
can
as the Official Tire
of Winter. TM
bridgestonetire.com
1-800-807-9555
tiresafety.com