PHOENIX (Jan. 15, 2001) — Calling the Firestone ATX and Wildnerness recall 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 2001 Michelin Americas Small Tires dealers meeting, MAST COO Pete 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 ground work for increasing prices and improving profitability, he said.