On a roll

[partsguy]

Yeah, the GM Rep tried to do the hard sell- and I simply told her "what are you getting for $995"? We already sell tires, have better pricing from local vendors, and don't have to pay the ridiculous fee. This is another of those "Ivory Tower" ideas created by some GM exec who hasn't worked retail a day in their life....

[robc]

I've had a few blurbs about On A Roll (or Ford's Around the Wheel) in our various newsletters, so I just pulled up a past quote from there that applies here and generally gives what I have been hearing.

My general take on all factory sponsored tire programs is that if they cost you little (besides the inventory), then sign-up for it. I totally believe dealerships need to be in the tire business. However, I don't think the factory program is the best way to get there since tires are priced regionally and weekly. A national program that prices once a month is going to struggle to stay on target for individual local markets. Yet, the On A Roll program comes with some advertising support and other benefits. So, if it were me (and it isn't) I would sign-up for On A Roll, do the minimum amount to get the marketing benefits and then order my tires by working with a good local distributor who knows the weekly pricing and market.

------------------
** Rob, Editor WD&S **
Help is only a message post away!
robc@dealersedge.com

[This message has been edited by robc (edited 01-31-2002).]

[STEVEH]

The tire program has worked well for
me to purchase bridgestone tires. I have
found some good deals. Remember also that
tires qualify for 2% CFI money. I just
looked at a bulletin announcing that
michelin will be part of the program
starting Feb. We also have other carlines
I sell tires for and this program has
helped me purchase some quality tires
at a good price.

[CRM expert]

Our company offers the service reminders that meet GM OAR criteria. Your comment regarding the difference in models, i.e. Blazer is valid. You have to keep in mind that the service reminders generated are designed to handle the majority of models and they show the readings based on the last visit and project wear based on the individual's driving habits. The biggest challenge is to make sure the advisors are recording the readings using the proper opcodes.

Also, you have to realize that besides tires, the OAR program is suppose to make sure you check the brakes on the car and increase your brake service revenue. Tires are commodities, you'll always find someone who will sell it cheaper. You have to focus on the big picture.

Stan Megerdichian
stan@onlineadm.com

[Jeff S]

Getting by all the problems of On A Roll...the pricing, inventory and all the other 50 details you need to get a new business plan up and running. Thats what frame of mind you need. Don't worry about the outcome until you have your plan done. Thats the ticket, you need a plan. A complete business plan. Who's going to manage the tires daily, whats pricing going to be what sizes do we order, what models will we target. I could go on and on. We worked the plan for 6 months. We all have pocket cards with every Chevrolet model back 5 years. All the tires we have on the card we have 4 in stock and ready for duty. We have someone every morning walk the inventory and check it against a R&R "6910" report and order what we need. He also e-mails everyone in the store and tell us what we sold the day b4 and how many this month. Make sure you pay the tech's well, they don't want to do it unless it's gravy. We pay 2 hours at a labor rate of $30.00 per hour. It's kind of like a "Quick Lube" type service and rate so get the quick lube boys involved also. Have the local tire reps come in and give classes to your advisors.
After all thats done, don't think it will take off all by itself. Non of your other deals do. It takes support, get your dealer to buy in. Include tire updates in all your meetings. Make sure you look the ro's over also and review as often as you can. Reynolds can make you a slick report that you can print off every morning to see your "lift". Make sure you spiff the tech's on what they sell over and above the tires. Make it easy for the parts people also with a tire spread sheet in excel or even by hand, just make it easy for everyone.
Our tire sales are up 156% from 2000 and we didn't get started until July !
You can and should do this !!

Jeff Siegfried
Fixed Operations Director
Friendly Chevrolet
jeffsiegfried@friendlychev.com