How to Increase Tire Sales at the Dealership

Tires represent one of the largest aftermarket categories, and most dealerships drastically underperform in this area. Customers replace tires every three to five years, and if your dealership is not competitive, that revenue goes to tire retailers and independent shops.

Become Competitive

The first step is pricing. Research what Discount Tire, Costco, Tire Rack, and local competitors charge for the most popular tire sizes in your brand’s lineup. You do not need to match the lowest price, but you need to be within ten to fifteen percent, and you need to clearly communicate what the customer gets at your dealership that they do not get elsewhere: installation by factory-trained technicians, a complimentary alignment check, a road hazard warranty, and the convenience of having tire work done at the same place they service their vehicle.

Measure Tire Tread Depth

During every multi-point inspection and document it digitally with photos.

Measure Tire Tread Depth

During every multi-point inspection and document it digitally with photos.

Flag Vehicles

With tires at 4/32 or below and present a tire quote before the customer leaves.

Flag Vehicles

With tires at 4/32 or below and present a tire quote before the customer leaves.

Track Tire Age

Not just tread depth. Tires older than six years may need replacement regardless of wear.

Track Tire Age

Not just tread depth. Tires older than six years may need replacement regardless of wear.

Bundle Tire Purchases

With alignments and tire protection plans for added value.

Bundle Tire Purchases

With alignments and tire protection plans for added value.

Market Aggressively

Run seasonal tire promotions (spring/fall changeover, winter tire specials). Advertise a price-match guarantee. Offer tire storage programs in markets with seasonal tire changes. Make tires a visible, promoted part of your service offering rather than an afterthought.