Niche Markets for Tires

Are you missing out on one of the greatest and most profitable markets for tires? You've probably heard of the term "niche marketing." Its one of the best opportunities for both tire shops and individual sales persons to stand out. What does it mean and how can you apply it to your situation?

Simply put, a niche market is a specialty market and those in the "niche" are specialists in their area. Why are they good (and profitable) markets? Because they are less crowded. I'll give you an example. How many tire manufacturers make a 225/60R16 size tire? Everybody does, of course. Its one of the most common sizes and many manufacturers make it in more then one line. Now answer this question: how many 275/40R17 drag radials are made? How many 42x14.50R20 tires are made? The answer to both is "a lot less."

A second reason these are good markets to be in is that the consumers in them don't see buying tires as a chore, but are usually excited about the performance edge these tires will add to their vehicles. Niche products are usually rich in the latest technology and enthusiasts want that!

What niche markets are there, how do you find them and how do you become a specialist? There are many. I just mentioned two: racing tires (drag radials and competition--road course--tires) and off road tires. But there are others such as ATV tires and tires for classic cars or hot rods. Anything that uses tires could be a niche market.

The best ways to find them are to keep your eyes open and to pay attention to any special requests your customers may have. Try scanning the automotive magazines on a large newsstand. Once you find an area you are interested in, ask around to see if any of your competitors are marketing to that niche.

The easiest way to get involved is to participate. Having a Jeep or other 4WD vehicle adds credibility if you want to market to off roaders. This way you have first hand experience with the products.

Learn all that you can about the features and benefits of the products related to your chosen niche. This includes competitor's products too. Internet message boards can be a good source of information. Look for local clubs involved in these activities and join them. If you are interested in racing tires, volunteer to help at events--they will love you.

This can be a great way for an individual sales person to make a mark for themselves or for a shop to expand it's customer base.

Fantastic Technology

The technology found in the tires we have available to sell today is absolutely fantastic! Although they may appear to be just a hunk of black rubber, the engineering innovations and the materials would have been science fiction a decade ago.

First, the performance is amazing. "Y" speed rated tires--capable of sustained speeds up to 186 mph--are common. Imagine how many times the sidewalls of your tire must flex as you drive and then consider how much heat must build up at such high speeds. Unbelievable!

We have winter tires. Multi-siped specialty tires that offer solid grip on icy roads and under snowy conditions--a far cry from snow tires of yesterday.

Run-flat tires offer the ability to support a vehicle at speeds of 50 mph for 50 miles of driving--with no air in the tire!

Mileage warranties of 60,000 miles on W-rated high performance tires are not uncommon. All-season tires in V, W and Y ratings allow drivers to get great handling and performance year around. High tech materials such as Kevlar and Carbon Fiber are appearing in tires now.

All said, today's tires ride quieter, last longer, and give better performance at higher speeds then ever before. capabilities that weren't even thought of several decades ago are common. And we have more manufacturers from which to choose.

We have great products to sell. They are better then what any tire salesman has ever had to sell. You need to get excited about them, learn about them and communicate their features and benefits to the customer!