GREENVILLE, S.C. (Feb. 26, 2004) — Michelin Americas Small Tires (MAST) is using its independent tire dealer network in a new program to allow Ford, Lincoln and Mercury dealers to buy tires directly from the manufacturer.
The service is available for all Michelin, BFGoodrich and Uniroyal passenger and light truck tires, according to MAST. Local Michelin dealers will deliver the tires to Ford-Lincoln-Mercury dealerships earning their usual delivery commission, and then earn a further servicing commission for helping car dealers in five key service areas. These include product and sales training, merchandising and point-of-sale assistance, assistance in dealer programs, tire warranty consultation and training, and assistance in establishing correct stocking requirements based on individual dealer needs, according to Owen Schiano, MAST general business director in charge of car dealer channels for North America.
“Michelin's relationship with Ford is at the corporate level,” Mr. Schiano said. “We rely on our dealers to have a delivery and service relationship with local car dealers.” Ford Motor Co. dealers had until Feb. 28 to let MAST know if they want to join the program; only after that will the tire maker have an accurate count of dealer participation, Mr. Schiano said.