Chris Collins and Christian Lafferty break down what actually moves tire buyers. Price dominates, but tread life, brand, and warranty matter too. One customer stayed loyal for an "alignment for life" offer, while Polestar just landed a $3B deal to supply 65,000 EVs to Hertz.
29%
22%
17%
10%
5%
We have some results from a survey done by dealerator about tire buyers and that they count. Price is their top guide for buying tires. Yeah. So the price is the main reason. And it's funny, like, I was just thinking about tires the other day and I think I'm gonna stop using tire puns. They're just. They don't have any traction.
That's good. Come on.
That's. That's. Who. Who are these people they're surveying. Because that's interesting. I don't know.
These are.
Do you think that that price is the number one reason why people buy tires? There is no way. There's no way that if they come into a dealership, you measure their tread and you're like, hey, you need tires that for 20 or 40 or $50 people are going to take it to Costco.
So there wasn't. 258.
I think that. Well, what's the percentage?
I'm going to go ahead and read a couple of those.
What's the percentage that say that price is 29%. Oh, so one out of three. Okay, 22%. Two out of three. Don't. To my point, the majority of people don't think price is the most important.
Right. So there's other factors they chose to. So 22% tread life durability, 17% bought off a brand. I thought that was really interesting. 10% based on the warranty. And then this is where I think that I've missed the boat, maybe with some training. Is only 5% bought because of free perks like a rotation or lifetime balancing or something like that. I would have thought that would have been way higher. And then the last thing is that made someone choose a specific tire was a retailer recommendation. So if these 18,000 people are in indicative of all of our customers looking for tires, the rotation and what we tell them don't have near as much to do with it as I thought.
You know what fascinates me? You know Patricia in the office?
Sure.
She buys all of her maintenance and tires at Firestone. Do you know why?
No.
Like I'm talking about, if you, like, later today, go up to her office and just ask her what she thinks of Firestone. Make sure you bring a cup of coffee and a snack because it's gonna go on and on. She's the equivalent of a Star Trek fan. And it's alignments for life.
That's it.
They sell her an alignment for $200 or whatever, but it's for the life of the car or the. She has an suv. And she goes there for everything else.
That's awesome. And she's happy and she loves them. She's got her purse in there. Like it's a. It's a great. It's a great.
Would you ever thought that.
Alignment for life would be that powerful of a retention tool?
Never would have.
Me neither. But it's working.
It's interesting. Okay. What else is in the news?
Chris Chan. So that was our tire segment. And now we go to another interesting development. Also out of automotive news. Polestar to supply Hertz with 65,000 battery powered vehicles. So Hertz is going electric. Five year deal. Represents $3 billion in potential revenue for Polestar. Like Wow. That's pretty impressive.
And that's on the back of them buying a bunch of Teslas.
They already bought a bunch of Teslas. But yeah. That's a huge deal.
Polestar from Polestar.
They're from Sweden.
I didn't know that.
I didn't know that either because I'm.
Not in the market for a Polestar.
Yeah. So. So there was a six. That's a 65,000 vehicle order. Guess how many vehicles Polestar sold last year as a company.
10.
29,000.
29,000 where it was globally? Wasn't here.
No.
Have you ever seen one on the road?
I never even heard it until right now. Yeah.
I've never seen a Polestar.
Yeah. I'm not sure I have either.
I've seen them in the mall or whatever. But that's it.
Yeah. But I thought it was interesting. So they're doubling down on a. On a newer company to the game. The electric Game. Yeah.
And.
That Rivian company too. Right. Wasn't it? Amazon ordered a bunch of those.
But Amazon. Why did. I thought for a while there was a deal going with a government.
Remember the guy that made the video that said they'd never sell more than 100,000 electric trucks and it was like the biggest lie ever had. Never read anything on. He never googled electric truck sales because Amazon literally ordered 110,000 of them or something. Thanks so much for watching this clip of Service Driving Revolution. We're uploading new stuff every day. So make sure you subscribe and click the bell icon so you don't miss out. If you have a question you'd like us to answer on the show, call 8333 Ask SDR and we'll answer your question on the show. That's 8333 Ask SDR. For special deals on our books and training. Head over to offers.chriscollinsinc.com now that's offers.chriscollinsInc.com I'm Chris Collins, and I'll see you in the next video.
