PHOENIX—Referring to the Firestone ATX and Wilderness recall as a "wake-up call" for the industry, Michelin North America Inc. executives challenged U.S. retailers to fundamentally change the way they do business.
Speaking at the Jan. 10 Michelin Americas Small Tires dealer meeting in Phoenix, MAST COO Peter Selleck said dealers are not reacting fast enough to changing consumer attitudes and are missing out on opportunities to enhance the value of the products and services they sell.
"We have an obligation and an opportunity to educate consumers" about proper tire selection, use and care, Mr. Selleck told representatives of MAST's 50 largest customers attending the 2001 event.
By emphasizing education, retailers can reinforce their role as consumer advisers, and lay the groundwork for increasing prices and improving profitability.