DETROIT (March 3, 2003) — DaimlerChrysler A.G. is starting a tire program for Chrysler group dealers this month that is designed to capture maintenance business lost to tire stores.
Ford Motor Co. and General Motors Corp. have introduced similar programs in the past five years.
Through the Mopar Tire Works program, Chrysler, Dodge and Jeep dealers can buy popular brands — including Michelin, Goodyear, Uniroyal, BFGoodrich and Continental tires — at competitive prices.
“There will also be a price point tire for the used-car department,” said Tim Taylor, marketing portfolio manager for Chrysler's Mopar Parts. If dealers want “to put tires on a used car, they will be able to do it for $200. They need a respectable tire at that price point.”
The program includes an online ordering system that will tell the car dealership whether tires on a customer's car are original equipment or replacements; stock rotation, which will allow dealers to return tires that aren't selling; and point-of-purchase signs, displays and literature.
There are two levels of commitment. The Mopar Tire Works program is for auto dealers who want to sell tires just when customers ask for them or need new tires.
The Mopar Tire Works Plus program is for dealers who want to compete head-on with tire stores.
Mopar Tire Works Plus dealers must meet stiffer requirements than Mopar Tire Works dealers. For instance, they must have a formal vehicle inspection process, invest in certain tire changing and balancing equipment, and send staff to special training.
More details on the cost of the program and dealer requirements will be available after the program is introduced, DaimlerChrysler said.