What’s Treading with Tire Review

Latest Episodes:

Understanding Digital Vehicle Inspection Data with Hunter Engineering Dec 28, 2022

Show notes

Whether we like it or not, data rules our world today—you know it and your customers want it. Haven't you noticed that some customers are more informed on what they want when they make a tire purchase? That’s because they’re collecting data—any bits of information—that will ensure they are making a good investment. One way tire dealers are grasping their hands on more and more vehicle data is through digital vehicle inspections.
While digital vehicle inspection can take on many different forms with a variety of equipment, one company that is leading the way in giving tire dealers data literally at their fingertips is Hunter Engineering. You’ve probably seen or heard of Hunter’s Quick Check inspection equipment that takes tread depth and alignment measurements in seconds. To dig into the type of data Hunter’s inspection equipment collects, new features it debuted this year and how it integrates with other equipment at the shop, we sat down with Pete Liebetreu, vice president of marketing at Hunter Engineering, during Industry Week in Las Vegas this year.
In this interview for What’s Treading with Tire Review, presented by AAPEX, Pete delves into:
- Data points Hunter equipment collects through its DVI equipment (0:45)
- Enhancements Hunter has made to its inspection equipment that were debuted at industry week (2:14)
- How inspection reports can lead to shop efficiency and transparency with customers (5:05)
- How dealers can realize ROI with an investment in DVI equipment (8:43)
Subscribe to What's Treading on Apple Podcasts, Google Podcasts, Spotify and more!
More from Tire Review: www.tirereview.com
What's Treading Archives: https://www.tirereview.com/category/podcasts/whats-treading-tire-review-podcast/
More on the AAPEX Show: www.aapexshow.com

Hercules Tires's Simpson: New Products & Adapting to Light Truck Tire Trends Dec 16, 2022

Show notes

In the past year, Hercules Tires has launched around six new products—including its first ag tire. Most recently, the company debuted its new mud-terrain tire in partnership with TIS Wheels, the TIS TT1, by Hercules, that targets larger fitments and aesthetics any off-roader would drool over. So, with a wide range of product launches, what’s Hercules’ product strategy and what should dealers know about the brand come 2023?
In this episode of What's Treading with Tire Review, presented by AAAPEX, Josh Simpson, president of Hercules Tires, digs into some of the brand’s new products from the past year and how it is looking to help dealers navigate the complex tire market, especially on the light truck side.
In this episode, Simpson delves into:

Details on the TIS TT1 by Hercules and the partnership between Hercules and TIS Offroad (0:28)
Performance characteristics of the TIS TT1 by Hercules (2:18)
How Hercules is targeting its products in the Hercules and Ironman lines (3:16)
The specificity of the light truck market and how Hercules is catering to those segments and other trending segments in the industry (5:06)
SKU complexity and how dealers can navigate an increasingly complex tire market (7:42)
What dealers should know about Hercules Tires going into 2023 (9:14)

More What's Treading: https://www.tirereview.com/category/podcasts/whats-treading-tire-review-podcast/
Watch the video version of this podcast on YouTube: https://youtu.be/xYR7ViV4cHE
More on the AAPEX Show: www.aapexshow.com

Why You Shouldn't Leave Right to Repair on the Back Burner Nov 29, 2022

Show notes

There are so many issues going on in the automotive aftermarket – like labor shortages and kinks in the supply chain – and it’s easy to put an ongoing issue like Right to Repair on the back burner for a while. AutoCare Association Senior Director of State Affairs Tom Tucker says that can be OK for a while… just don’t forget about Right to Repair until it’s too late.
In this episode of What’s Treading with Tire Review, sponsored by AAPEX, we speak with Tom to discuss the status of Right to Repair in Massachusetts and Maine. We talk through technical issues revolving around the issue, like cybersecurity, as well as if Right to Repair will be popping up in any other states anytime soon.
Episode Overview:
• What is the status of Right to Repair in Maine? (1:46)
• Are OEMs fighting Right to Repair legislation in Maine? (3:15)
• Would the passage of automotive Right to Repair legislation lead to cyber security issues? (7:55)
• What is the status of Right to Repair in Massachusetts? (8:47)
• What is the best way to support Right to Repair? (11:22)
• Is Right to Repair legislation being introduced in any other states? (16:00)
• Have there been any major Right to Repair victories outside of automotive? (18:00)

2023 Legislative Issues Tire Dealers Need to Know About with Roy Littlefield IV Nov 17, 2022

Show notes

With the final races in the midterm elections decided or nearly there, the 2023 Congress will be take their oath come the new year, which means a new legislative cycle is upon us. For tire dealers and automotive repair shop owners, this means a new crop of legislators will hold the power on hot-button issues, such as right to repair, that affect their business.
To recap some of 2022 and get into issues that should be on tire dealer’s minds for 2023, we caught up with Roy Littlefield IV, vice president of government affairs for the Tire Industry Association (TIA). In this episode of What’s Treading with Tire Review, presented by AAPEX 2023, Roy delves into:
- Where the right-to-repair legislation passed in Massachusetts in 2023 stands (1:49)
- A status update on the Right-to-Repair Coalition in Maine (3:46)
- Action on the federal level on right-to-repair and what a new Congress means for this issue (5:24)
- Federal and state-level issues that tire dealers need to know about now and into 2023, including susatinability and crumb rubber bills (8:49)
- How tire dealers can get involved with TIA legislatovely and stay informed (14:48)
Listen to more episodes of What's Treading with Tire Review wherever you get your podcasts. To stay updated on tire industry news and trends, head to tirereview.com or subscribe to our daily newsletter at tirereview.com/subscribe.

2022 Top Shops: Our Most Successful Marketing Tactics Oct 31, 2022

Show notes

In the digital age, there are so many ways to market your business, you might be thinking: What will work for me? You have limited time on your hands, so where can you best put your dollars to reap the rewards of more business? We posed this question to this year’s Top Shop Winner, Telle Tire & Auto Centers, and Finalists, Best-One of Indy and Don Foshay's Discount Tire & Alignment-- those that made it to the top in our 2022 Top Shop Contest, sponsored by Coats.
We caught up with this year's Top Shops during our Top Shop Summit in Nashville, Tennessee, this summer, where we discussed a variety of shop operations topics. Here, you'll find the first in a series of podcasts discussing pressing topics for shop owners, including technician recruitment and retention, industry trends and advice for other tire dealers.
Listen to the audio podcast here or find it on:
YouTube: https://www.youtube.com/watch?v=6rYE1NOtnlw&list=PLVkqUUE022sdAVQ6DuHU8cxd3FS2ni9vA
Apple Podcasts: https://podcasts.apple.com/us/podcast/whats-treading-with-tire-review/id14703097
Spotify: https://open.spotify.com/show/1GA3lp6AFo7V7EEG5awHaE
Google Podcasts: https://play.google.com/music/listen?u=0#/ps/Iv76bs6re7unom4p76myj3cakhm

The OTAA’s Month of Training & Using Training as a Retention Tool Oct 05, 2022

Show notes

Whether you’re hiring new people or wanting to “upskill” your current technicians, frequent training is a must for your staff to stay on top of new technologies and best practices. Training can come from many sources–manufacturers, parts suppliers, internally or even your own state tire and automotive association.
This year, the Ohio Tire & Automotive Association (OTAA), in partnership with the Tire Industry Association (TIA), decided to reallocate some resources to offer TIA training for its member shop technicians across the state. So, how did they get this training going? And what goals do they hope to achieve with it? In this episode of What’s Treading with Tire Review, presented by AAPEX 2022, we find out. Members of the OTAA –including Jeff Wallick, president and K&M Tire’s director of training, Alex Bohenke, executive director, and Tom White, OTAA board member and owner of six locations of Tire Source throughout Northeast Ohio– visited our studio to chat about the association’s recent training initiatives and how training can be a tool in retaining technicians and fighting the technician shortage.
EPISODE OVERVIEW:
-How the Ohio Tire & Automotive Association organized its month of training (1:02)
- The OTAA’s long-term training goals (5:09)
- Why making the investment in training is important for tire dealers (6:16)
- The need for a skilled workforce at the shop level and how it can be a retention tool for shops (9:43)
- What the OTAA hears from its members about the technician shortage and the resources it's offering to help (12:29)
The OTAA’s advice to other state associations interested in implementing a training program (15:02)
More on OTAA: ohiotire.org
More from the AAPEX Show: www.aapexshow.com
More from Tire Review: www.tirereview.com
Listen to this podcast on Apple Podcasts, Google Podcasts, Spotify or wherever you get your podcasts. You can also subscribe to our YouTube channel to watch a video version of this episode.

AAPEX 2022: What Tire Dealers Can Expect Sep 20, 2022

Show notes

It’s that time of year again—show time! With about a month and a half before the SEMA and AAPEX Shows, we’re gearing up to bring you live coverage from both...and give you a sneak peek at what to expect at the shows this year. Whether you’re busy planning your trip to Vegas for the biggest automotive aftermarket event or taking it all in from the comfort of your desk chair, let’s dive into what you can anticipate seeing at this year’s AAPEX Show.
In this episode of What’s Treading with Tire Review, sponsored by AAPEX, we discuss all things AAPEX 2022 with Vic Tarasik, owner of Shop Owner Coach and a member of the AAPEX Events Committee. As a former independent automotive repair shop owner himself, Vic coaches other shop owners today and has played an integral role in getting other shop owners involved to chart out the technical and management training that will be at this year’s AAPEX Show, especially in Repair Shop HQ and Joe’s Garage.
Hear from Vic as he explains the new elements to this year’s show, examples of the technical training (ADAS and so much more) that will be available and the management training sessions that will be open to attendees.
EPISODE OVERVIEW:
- Ways AAPEX is catering to repair shops and tire dealers with Repair Shop HQ and Joe’s Garage (0:36)
- Differences from last year’s AAPEX show to this year’s and how manufacturers will demonstrate their equipment on real vehicles in Joe’s Garage (3:59)
-New exhibitors in Repair Shop HQ, including Garage Gurus (6:55)
-What Vic and AAPEX are predicting in attendance after last year’s show’s restrictions due to COVID-19 (8:13)
- Management training- such as how to charge what you’re worth - that will be at AAPEX this year and how you can sign up for them (8:50)
- Technical training sessions available at AAPEX this year, such as sessions on ADAS and EVs (13:28)
-Why tire dealers should go to AAPEX and split their time between AAPEX and SEMA (15:08)
Subscribe to this podcast on Apple Podcasts, Spotify and Google Podcasts. You can also watch the video version of this podcast on Tire Review's YouTube channel.
More on AAPEX: www.aapexshow.com
More from Tire Review: www.tirereview.com

The Latest Consumer Buying Data on Major Auto Purchases [Audio] Sep 07, 2022

Show notes

The way consumers shop for tires has evolved over the years–you’re probably installing more tires from an online purchase than ever before and having conversations with customers who know (or think they know) what tires they need on their vehicle, thanks to the endless amount of information at our fingertips. The pandemic shifted consumers’ digital habits into high gear, and according to Synchrony Financial, a dealer’s digital presence is impacting the customer’s buying experience in a big way.
To dig into how this is happening, we dive into Synchrony’s latest data around major automotive purchases–those of which include tires. In this episode of What’s Treading with Tire Review, presented by AAAPEX, we’re joined by Keith Mait, senior vice president and general manager, auto, oil and gas of Synchrony Financial. Keith explains how consumer buying behavior around major automotive purchases is changing and how dealers can be prepared with financing their customers may need.
EPISODE OVERVIEW:
-Synchrony Financial's auto, oil and gas division and how consumer spending is different in the auto repair space (0:45)
- How automotive consumers are saving for planned and unplanned expenses and the buying behaviors that changed as a result of the pandemic (1:51)
- The importance of mobile devices in the buying journey and how the digital experience translates to the in-store experience (5:15)
- Changing expectations of an automotive consumer's in-store experience and 79% of automotive purchases still happen in-store (9:06)
- Services Synchonry provides that help bridge the gap between the digital and in-store experience when it comes to consumer financing (12:53)
- How automotive customers are using consumer financing in a post-pandemic world and how dealers can make it more seamless for their customers (15:50)
- Why the power of choice in how consumers pay for their automotive and tire service bring repeat business (18:46)
Subscribe to the audio version of What's Treading on Apple Podcasts, Spotify, Google and Stitcher.
More on AAPEX: www.aapexshow.com
More on Synchonry: www.synchrony.com

Digging into CEMB’s Expansion in the US & Wheel Balancing Roots with David Martin Aug 23, 2022

Show notes

When it comes to tire equipment, your mind can spin at the many options to choose from in each category. Each company makes a wheel balancer, tire changer, alignment and inspection equipment their own by adding certain features aimed at helping tire shops save time. One company in this space that specializes in wheel balancing has also pioneered technology on some of your favorite equipment at the shop, and that’s just a sliver of how itserves the transportation industry.
Founded in 1946 by Luigi Buzzi just outside of Milan, Italy, CEMB started as a leader in the wheel balancing space, and today, operates three business units around solving balancing issues in its industrial, vibration analysis and automotive departments. In this episode of What’s Treading with Tire Review, presented by AAPEX, David Martin, COO for CEMB USA, describes how the company’s garage equipment division is bringing the latest technology in wheel balancing and wheel alignment to shops around the world.
EPISODE OVERVIEW
- How David’s past roles with tire equipment companies influence his current role at CEMB (1:12)
- CEMB’s history, the structure of the business and how it works with other companies to bring out technologies on their branded equipment (2:57)
- The current expansion of CEMB’s Gainsville, Georgia, facility and how it will allow the company to grow in North America (7:56)
- Trends in tire changing and wheel balancing equipment David is seeing in the industry (11:05)
- CEMB’s touchless alignment system and how it has helped shops operate at a higher capacity (16:57)
- How CEMB plans to grow its presence in the US and beyond (20:03)
Listen to this episode here or watch it on YouTube: https://youtu.be/MZ4QNtakGFg
You can also subscribe to this podcast on Apple Podcasts, Google Play, Spotify and Stitcher.
Not a fan of watching the episode? Read the full interview here: https://www.tirereview.com/cemb-usa-roots-us-expansion/
Thanks to our sponsor, AAPEX. To learn more about the 2022 AAPEX Show, go to www.aapexshow.com.

4 New Tires in 1 Year: Nexen Talks Product Strategy, Marketing Goals Aug 10, 2022

Show notes

In the last year, Nexen Tire America has launched four tires in key segments with no plans of stopping. It has also moved its headquarters from southern California to Richfield, Ohio, to be closer to its R&D center, and has doubled down on its motorsports partnerships and OE fitments. So, how is the tiremaker faring with such change? And what segments is it focusing on?
We found out in this episode of What’s Treading with Tire Review, presented by AAPEX 2022, with Jason Yard, marketing director for Nexen Tire USA.
EPISODE OVERVIEW:
- Synergies Nexen Tire Americas has achieved with its R&D by moving its HQ from southern California to Richfield, Ohio (0:29)
- How Nexen’s recent launch of the Roadian ATX fits into its light truck product line and improvements made from its predecessor (3:11)
- The importance of adding the Roadian HTX2 and N’Fera Sport R to Nexen’s product lineup (5:36)
- How Nexen’s average of four OE fitments per year has helped the brand gain momentum (8:49)
- Nexen’s marketing focus, including its motorsports and overland activations, and why they are important for the brand (10:28)
- How dealers can use the Nexen Garage (12:26)
More What's Treading: https://www.youtube.com/watch?v=6rYE1NOtnlw&list=PLVkqUUE022sdAVQ6DuHU8cxd3FS2ni9vA
More from AAPEX: www.aapexshow.com
Apple Podcasts: https://podcasts.apple.com/us/podcast/whats-treading-with-tire-review/id1470309726
Spotify: https://open.spotify.com/show/1GA3lp6AFo7V7EEG5awHaE
Google Podcasts: https://play.google.com/music/listen?u=0#/ps/Iv76bs6re7unom4p76myj3cakhm

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