Among the benefits Cooper said it is offering NIADA members are an opportunity for additional consumer traffic to dealerships, enhanced customer loyalty and an opportunity for higher vehicle service revenues/profits.
NIADA member companies that choose to participate will be served by an “extensive network of qualified tire distributors” throughout the U.S. that are in the programs. Cooper said it will work with NIADA members to direct them in how to qualify and enroll in the Medallion and Century programs.
Mr. Lilja said he expects dealers who choose to engage the program will promote tires as a separate sales/profit center as well as take advantage of competitive tire pricing for upgrading cars on their lots.
Taking advantage of the Medallion or Century programs means dealers have to have a certain quality level of tire servicing equipment, he said, requiring a certain percentage of them to invest in new equipment.