PAM OAKES: Looking back on the tire shop evolution

Back in the 1960s, I remember visiting my dad — often — at work. The shop was located on the east side of Detroit — in the heart of the automotive industry, during its heyday.

His specialty was steering gear and suspension. I remember going down in the pits, watching him align everything from Buicks to Zephyrs — and specialty vehicles in between.

On my way out the bay door, I remember trying to measure my "toe," standing on the bars of the scuff machine, watching the needle bounce around the walking bear.

And, there were tires. Everywhere. On racks. In the showroom lobby. In the rafters. Stacked, laced, tire sizes marked on the outside of their paper bindings.

Then, Michelin introduced the radial tire. Those didn't come wrapped like a birthday gift. And, of course, as soon as they were available, they were installed on the family vehicles.

It was funny to hear my mom explain to parking lot strangers that the tires were not "going flat." — "They are supposed to look that way." And when the sizes went "metric?" Like everyone, the first thing we said: "Why?'

Then, losing the "G" or "H" designations and substituting numbers in their place? All of us thought that we would never learn that new system.

Times have changed. A lot.

When I opened my shop, there were no more tires to unwrap. Radials, traveling from all points across the globe, were, now, neatly stacked onto the shelves at my auto center.

I remember advertising a 13-inch, 50,000-mile-rated tire — a Kelly- Springfield line — at $89 for a set.

I made sure that it was a reliable tire, because my reputation — the shop name — was on the top of that receipt.

Then, itemized, I had mount ($4), balance ($3) and valve stem ($2), which equated to $9 per unit. Have a 14-inch? Those were priced at $99; 15-inch at $109 for a set. Plus, the noted extras.

I was picky about the quality — no "cheap" tires. Sometimes, when the local tire rep pushed the next best tire thing, I would install the sneakers on my own vehicles and take them on a test drive.

I remember one time, a manufacturer's rep was boasting how his company's new composition made the tire more durable. So, I put a set on the shop truck.

Then, I took them off the shop truck. No. That was one model I would not be selling to my customers.

And, looking back, that "new and improved" tire didn't stick around within the industry.

Customers knew we cared about what went on their vehicles. So they came back and referred friends, relatives and co-workers.

Business boomed. The 12-bay shop was installing approximately 450 to 550 tires per month. Behind it all: my dad. He joined me at the shop about six months after I opened the door.

Having a mentor was priceless. He ran the tire department for a couple of years, until his retirement. And, it worked. There was a team; no boss. It was give-and-take. Listen and learn. And, most of all: Sleep on it before making those big decisions.

Then, the housing boom hit. People had a surplus of cash. I remember newer vehicles coming into the shop, needing tires. And, literally, on dozens of occasions, the customer turned in the vehicle for a new make and model just because it was time to swap tires.

Then, the crash. The Great Recession. Where the shop was located — Fort Myers/Cape Coral, Fla. — was considered "ground zero."

Businesses failing left and right; families losing their homes — people packing up and just "walking away" from their mortgages; unemployment skyrocketed.

People were turning in their new cars and trucks, vehicle leases, for lower-payment, used. The new, meager paychecks went to feeding the family, paying the rent, necessities.

New tires soon took a back seat to used tires, but this situation didn't happen overnight. By being an active member of the community, in touch with customers, all of us could see the writing on the wall.

The financial fall was coming, and we prepped.

I dropped down the number of new stock tires and started to fill rack space with good, quality used tires. More than 50 percent tread, less than six years and no repairs. Again, my reputation was riding on their vehicles. My company's name was on that receipt.

It took quite a few years to see regrowth in the community. But, it came, slowly. And with it, a new demand for tires. But this time, drivers were getting their money's worth, wearing the rubber down to the wear bars.

The new and used tire market would be forever changed.

So, it doesn't matter whether you are a startup or midway into your tire store career. There are several things to remember: Be involved in your community and watch for local trends.

Always treat your business and its paperwork like you are going to sell the shop, tomorrow. Keep those numbers tight. Because every dollar you lose, it's gone, never to be recovered.

When it's time to sell, or someone approaches you with an offer, your numbers are proven. Sell for top-dollar.

Have a mentor. They don't have to be in the automotive industry. But just having a business mentor can mean the difference between making a big purchase mistake or a hiccup.

And, most important: reputation. Something you cannot put a price tag on. The community is watching. Make them proud.

Pam Oakes is an ASE professional automotive technician since 1995, former nationally awarded shop owner of 20 years, syndicated radio host, author, international automotive industry speaker and trainer, patent holder, field engineer and all-around car nut. She also is the host of Tire Business' bi-weekly podcast "Tire Talk." Contact her at [email protected].