Key Strategies for Tire Dealers to Thrive in Uncertain Times(1)
By Published On: April 2, 2025

Operating a tire dealership presents significant challenges. Fluctuating demand, rising operational costs, and competition from large chains demand resilience and strategic planning to maintain profitability. Economic uncertainty heightens these pressures, yet with effective strategies, tire dealers can not only endure but emerge more robust. Drawing from past experience navigating tough periods, the following approaches offer a roadmap to success.

    1. Prioritize Cash Flow Management

    Why it matters: When customers reduce spending, cash flow can stall. Maintaining liquidity provides a critical buffer during slower periods.

    How to do it: Monitor all income and expenses meticulously. Identify and eliminate unnecessary costs. I once noticed some shops had double the electric bill of others. Turns out, lights were blazing all night. A quick fix saved thousands. Shop supplies? Suppliers love pushing extra rags and patches—trim that back and switch to frequent, as-needed deliveries.

    Address slow-moving inventory proactively. Return tires within 30 days if they remain unsold, reordering only as demand dictates. For special orders, ask for a modest deposit (e.g., $50) to secure customer commitment. If the customer fails to return, send the tires back. For inventory too old to return, display it as a “manager special” in the showroom to recover cash, even if it means forgoing profit.

    1. Strengthen Relationships with Core Customers

    Why it matters: Loyal customers—fleet operators, local commuters—form the foundation of your business. Retaining them is more cost-effective than acquiring new clients.

    How to do it: Engage personally with regular customers through emails or phone calls to assess their tire needs. Offer incentives, such as a 10% discount on an alignment with a tire purchase, to reinforce loyalty. Seek feedback on past purchases, such as the durability of their last tire set, to demonstrate attentiveness.

    During quieter periods, review prior service recommendations, contact retail customers, and provide a 20-25% discount on previously declined services. Embedding this practice into daily staff routines can yield substantial returns, even with a modest success rate.

    1. Adapt Products and Services

    Why it matters: Demand shifts over time—what sold well previously, such as premium performance tires, may not today. Align offerings with current customer needs.

    How to do it: During the 2008 recession, budget-friendly tires (LCR’s) gained traction as customers prioritized cost over brand loyalty. These options proved reliable, reducing price resistance and sustaining sales volume. Focus on serving as many customers as possible rather than maximizing per-sale margins.

    Enhance average transaction values with bundled services, such as an oil change, wiper blade replacement, and tire rotation. Customers perceive greater value in packages, increasing their likelihood of purchase compared to individual offerings.

    1. Leverage Cost-Effective Marketing

    Why it matters: Visibility remains essential, even on a tight budget. As competitors reduce advertising during downturns, maintaining or modestly increasing efforts can capture market share.

    How to do it: Focus on affordable, targeted channels. Use social media to share concise, practical content—such as a 15-second video on identifying tire wear—to engage local audiences and build trust at no cost.

    Consider community outreach as well. Hosting after-hours events, such as teaching teenagers to put on a spare tire, incurs minimal expense while fostering goodwill and strengthening ties with local families.

    1. Reassess Fixed Costs

    Why it matters: Unchecked fixed expenses can erode profitability during lean times.

    How to do it: Examine profit-and-loss statements thoroughly.

    Negotiate with landlords for reduced rent or moderated escalations in exchange for a longer lease term. Evaluate subscriptions—can alignment software updates shift from annual to every 18 or 24 months? If using multiple diagnostic tools like All Data and Identifix, determine if one suffices.

    Review utility contracts, such as phone and internet services, and contact providers to secure competitive rates. Small savings across multiple areas compound significantly.

    1. Cultivate a Business Network

    Why it matters: A robust network can provide support when sales decline.

    How to do it: Participate actively in local organizations, such as the Chamber of Commerce. Explore service exchanges with other businesses—for example, offering fleet maintenance to a plumber in return for their services. Partner with a nearby car wash, providing discounts to their customers and reciprocal referrals. These arrangements enhance visibility and revenue potential at minimal cost.

A Resilient Mindset for the Road Ahead

Tire dealers invest immense effort into every service and customer interaction, making economic instability feel particularly acute. Yet downturns are temporary. Concentrate on manageable factors: cash flow, customer retention, and innovative solutions. Past challenges—supply chain disruptions, severe weather, or economic slumps—have been overcome through adaptability and determination, each time strengthening the business for the future. With these strategies, success remains within reach.

Giorgio Andonian is a Managing Director at FOCUS with a proven track record of success in orchestrating strategic direction for mergers and acquisitions in the Consumer and Automotive Aftermarket industries.

Mr. Andonian joined FOCUS in 2019 to work on sell-side, buy-side, recapitalizations and capital raises for middle market businesses within his respective industries.

As a leader, Mr. Andonian has a wide lens of leadership from his 15+ years of operational experience. Prior to joining FOCUS, Mr. Andonian was vice president of a regional tire chain in Southern California overseeing all aspects of the operation, including sales, marketing, finance and human resources growing the business and preparing for an eventual exit to a private equity platform. Before that he worked at another Southern California tire chain, where he held a variety of positions, including finance, business analysis, operations and supply chain management.

Mr. Andonian earned a Master of Business Administration, with an emphasis in finance, from Pepperdine University’s Graziadio School of Business and Management. He also has a Bachelor of Science in Business Administration, with an emphasis in finance and supply chain management, from the University of San Diego.

He holds several licenses and certifications, including Series 79, Series 82, Series 63, and a California Real Estate License.