Aeolus Helps Consumers Find the “True Value” in Tires
What does “value” really mean? In the tire industry, it’s a term often used by marketers of lower second and third-tier brands to inform consumers that their offering is a “good tire at a good price.”
There are several similar definitions in the dictionaries; the one I like is “the amount of money that something is worth.”
Consumers may equate “value” with “lowest price” but that is missing the true value of the word. A “high-priced” tire such as Michelin can offer the best value because it lasts a really long time and delivers excellent comfort and control.
I had a great conversation with Mike Leverington, U.S. general manager for Aeolus Tires, at the recent SEMA Show/Global Tire Expo about their new True Tire Value (TTV) tool that calculates the value of tires and compares how they stack up against one another.
TTV is calculated by dividing a tire’s quality score (based upon UTQG standards) by its retail price from leading tire retailers. Using an iPad, a dealer salesperson can show a consumer exactly how tires stack up against each other in terms of true value in that particular market.
The TTV tool is not perfect because we all know that UTQG ratings are self reported by tire manufacturers and not audited by the government. But I applaud Leverington and Aeolus Tire for taking a step in the right direction by giving dealer salespeople an effective tool to help their customers make more informed purchasing decisions. And who knows, maybe some day there will be teeth in the UTQG system.
According to Leverington, “value is the relationship between quality and price. Simply put, how much do you really get for your money? Consumers deserve to know what they are getting for their hard-earned money, and our True Tire Value tool does just that.”
I couldn’t agree more! I would love to hear other ideas on how the industry can help consumers become more informed and interested in a product that keeps them attached to good ‘ole Mother Earth as they motor down the freeway.