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. The strategic value of the tire sale extends well beyond the tires themselves: the customer who buys tires from you returns for rotations, balancing, alignment, and road hazard claims, which keeps their brake jobs, batteries, and next vehicle purchase in your building rather than a competitor’s.

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.

Then make the competitiveness visible. A price-match guarantee, posted prominently in the lane and on your website, removes the customer’s need to shop at all. Most customers do not want three tire quotes; they want confidence that they are not being taken advantage of. The guarantee provides that confidence even for customers who never invoke it.

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.

Build a Two-Stage Presentation

quote replacement at 4/32 and below, but plant the seed at 5/32 with a simple heads-up (‘You have about a season left on these; let’s plan for fall’). Customers given advance notice buy from the store that told them first.

Build a Two-Stage Presentation

Generate Quotes Automatically

If your inspection tool can trigger a tire quote whenever tread hits the threshold, the presentation stops depending on advisor memory and starts happening every time.

Generate Quotes Automatically

If your inspection tool can trigger a tire quote whenever tread hits the threshold, the presentation stops depending on advisor memory and starts happening every time.

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. Include tire messaging in your conquest advertising as well: tires are one of the few services customers actively shop, which makes a competitive tire offer one of your best tools for winning a first visit from a customer who has never set foot in your store.