TREVOSE, Pa. — Online tire retailer SimpleTire L.L.C. has developed a proprietary tire-rating system, dubbed "SimpleScore," that it said is designed to enhance and simplify the online tire-buying process.
Drawing on tire manufacturer data and customer insights, the SimpleScore system combines this information with the expertise of its in-house tire experts to offer customers an easy-to-understand score for each tire. Each tire's score breakdown offers guidance on performance across various categories, including longevity, handling, durability and traction, SimpleTire said.
SimpleScore goes beyond conventional tire rating systems, the Philadelphia-based retailer said, serving both as a tire rating and a comprehensive buying guide. Customers can filter tires by their SimpleScore ratings by tire size or vehicle type, or assess the ratings of tires grouped in categories such as Top 5, Best Rated, Expert Picks, Most Popular, Great Deals, etc.
A survey commissioned by SimpleTire and carried out by Wakefield Research found that 52% of potential tire buyers rely on online research and customer reviews to gather information on the best tires for their vehicles. Nearly half of U.S. tire consumers (49%) consider replacing and buying new tires to be a hassle, with 21% of respondents identifying research as a primary challenge in this process.
"Our mission has always revolved around simplifying the tire-buying process," Kenny Pratt, chief digital officer and co-founder of SimpleTire, said. "SimpleScore is a game-changer, helping customers cut through the noise of the overwhelming data and information to enable swift and intuitive decision-making."
SimpleTire President and CEO Karthik Iyer added: "SimpleScore reflects our ongoing commitment to innovation and consumer-centric service. By providing a tool that transcends basic ratings and delves into performance metrics, we empower customers to prioritize the tire features that matter most when making a purchase."
SimpleTire said it believes this new rating system will streamline the tire-buying process for drivers at all levels of tire knowledge. The company said it will continue to enhance the rating system to create a more personalized experience for its customers.
In business since 2012, SimpleTire's business model links independent tire distributors and 25,000 installation partners across the country into a seamless e-commerce network, providing customers access to an "unparalleled" inventory of tires covering hundreds of brands.
In 2016, Dealer Tire L.L.C., the Cleveland-based replacement tire distributor for car dealerships, became an investor in SimpleTire, calling the investment part of its effort to continue bringing innovation and technology to the tire industry.
In 2020, SimpleTire was judged the Tire Business Best Place to Work in 2020.