Issue link: https://read.dmtmag.com/i/316641
FOCUS PSB Tire & Wheel www.PowersportsBusiness.com Powersports Business • May 26, 2014 • 15 Similarly, 60 percent of ATV tires are bought over the counter at dealerships and installed elsewhere, with 40 percent of ATV tires bought at dealerships being installed there. Road race tires (37 percent installed), trailer tires (31 percent) and off-highway motorcycles (20 percent installed) also allow dealers plenty of room to capitalize on installation of tires that are sold at their dealership. PSB Nitrogen-filled tires a profit center for Harley dealer 14 • May 26, 2014 • Powersports Business www.PowersportsBusiness.com This issue: Tire & Wheel Next issue: Digital Cole Harley-Davidson in Bluefield, W.Va., a 2013 Powersports Business Power 50 dealer- ship, recently added nitrogen as an alterna- tive to compressed air to fill tires. General manager Chaz Cole said since adding the new option, the dealership has found it serves as a new revenue source for the dealership, and it gives customers another reason to visit the service department. On top of that, it helps with customer satisfaction, as nitrogen-filled tires generally hold their tire pressure longer, which comes with another string of benefits. Powersports Business asked Cole why the dealership decided to offer nitrogen, and what perks have accompanied the offering. PSB: What drove you to start offering nitrogen in tires? CC: A fellow GM at one of our other loca- tions who is a service guru suggested we start offering it, and after discussing some of the benefits, we decided it was a good move. PSB: What are the benefits to using nitrogen? CC: There any many benefits including increased tire life, better fuel mileage and a bike that handles better. There are many issues that can arise due to improperly inflated tires — blowouts and replacing tires sooner than needed. One of the main reasons I felt strongly about doing nitrogen was to keep our service loyalty numbers up, so once we fill a custom- er's tires, we offer to check the customers' tires and top them off complimentary. PSB: How do you convey those benefits to customers? CC: We have all of our staff on board, and they constantly talk up the benefits. It is a great tool to use while doing a write-up in the service department. We also have flyers and handouts at the dealership that convey the benefits. PSB: Do you only put nitrogen in tires in your service shop, or will you fill any customers' tires with nitrogen? CC: We fill all of our bikes for the sales department with nitrogen, as well as offer it to See Cole nitrogen, Page 20 40% 37% 31% 20% 60% 63% 69% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ATV Road Race Trailer Off-Highway % Over the Counter % Installed ADP TIRE CONTINUED FROM PAGE 14 TIRE TYPE BY PERCENT INSTALLED VS SOLD OVER COUNTER TIRE TYPE BY PERCENT INSTALLED VS SOLD OVER COUNTER Total Tires Sold - 843,000; April 2013-April 2014 Total Tires Sold - 843,000; April 2013-April 2014 Source: ADP Lightspeed Source: ADP Lightspeed P14x20-PSB7-Focus.indd 15 5/14/14 2:11 PM