Dealer Tire estimates it has 90-plus percent coverage in being able to direct a customer to the appropriate car dealer. The company manages retail tire programs for 19 auto makers' retail sales networks, covering "thousands" of installation locations.
Dealer Tire worked with Cleveland-based agency Brokaw Inc. in developing the creative media to go with the launch. Thus far the companies have produced three tire-smart commercials: "Tire Smart Matt," an average car owner already at a tire store and about to make a purchase; "Tire Smart Jill," who's shopping for tires online during her lunch break; and "Tire Smart Doug," out shopping with his wife.
The dealership does not charge any fees to car dealers benefiting from the service, the spokesman said. Instead Dealer Tire expects to benefit from increased business the site generates.
Dealer Tire supplies tires to dealers affiliated with Audi, BMW, Chrysler, Dodge, Fiat, Ford, Hyundai, Infiniti, Jaguar, Jeep, Kia, Land Rover, Lexus, Mazda, Mercedes-Benz, MINI, Nissan, Ram, Scion, Tesla, Toyota, Volkswagen and Volvo, according to its website.
Dealer Tire operates 20 warehouses around the country, in: Atlanta; Baltimore, Boston; Charlotte, N.C.; Chicago; Cleveland; Dallas; Denver; Elmsford, N.Y.; Hayward and Irwindale, Calif.; Houston; Kansas City, Mo.; Lyndhurst, N.J.; Miami; Minneapolis; Phoenix; Philadelphia; Seattle; and Tampa, Fla.
RightTurn.com is not to be confused with RightTire.com, an online tire-buying service launched in 2011 by U.S.Venture Inc., the parent of U.S. AutoForce, the Combined Locks, Wis.-based tire and auto parts wholesaler covering the Upper Midwest/Great Plains.
As such, RightTire.com features brands that U.S. AutoForce carries, including Michelin, Goodyear, Cooper, General, Continental, BF Goodrich, Uniroyal, Kelly, Kumho, Yokohama and Pirelli, according to the website.