Califo

Consumer Information Program
for Passenger Tires
NHTSA Consumer Research
Working Group
WebEx
March 30, 2010

Ray Tuvell
Manager, Fuel-Efficient Tire Program
California Energy Commission

Consumer Information Program
for Passenger Tires
North America Sales
• $30 Billion Annually
• 190 Million Passenger
Tires Replaced in 2009
• Readily Available,
Reliable, Objective
Consumer Information?

Consumer Information Program
for Passenger Tires
Establish Program Goals
• Empower the Marketplace
• Stimulate Competition: Manufacturers and Retailers
• Encourage and Reward Technological Advancement

Consumer Information Program
for Passenger Tires
Evaluate NHTSA’s Existing Consumer
Information Program for Tires
“Uniform Tire Quality Grading System”
(UTQG)
o
o
o
o

Universally Panned as Unreliable
Rarely Used by Professionals or Informed Consumers
What Went Wrong and Why?
Don’t Repeat Past Mistakes!!

Consumer Information Program
for Passenger Tires
UTQG Shortcomings
• Grades Not Easily Understood:
Indexes (A, B, C, etc.) Require Detailed Knowledge

• Grades Not Reliable:
No Actual Tire Tests Required
Manufacturer Reports Only “Grade” No Actual Values
Grade is Manufacturer’s “Self Certification” Claim
Manufacturer May Claim a Lower Grade

Consumer Information Program
for Passenger Tires
Analyze Successful Consumer
Information Programs
•
•
•
•

Appliances: “Energy Guides”
Food: “Nutrition Facts”
Vehicles: “Fuel Economy Estimates”
Energy Star

Consumer Information Program
for Passenger Tires
Identify the Elements of Success
•
•
•
•

Intuitive
Relevant
Objective
Reliable

•
•
•
•

Consistent
Up-to-Date
Readily Available
Empowering

Consumer Information Program
for Passenger Tires
Develop Practical Understanding of the
Tire Sales/Purchase & Marketing Process
Conduct Direct Observations & Interviews
ƒ Consumer Perspective
ƒ Retailer/Sales Rep Perspective
ƒ Manufacturer Perspective

Consumer Information Program
for Passenger Tires

Consumer Information Program
for Passenger Tires

Consumer Information Program
for Passenger Tires

Consumer Information Program
for Passenger Tires

Consumer Information Program
for Passenger Tires

Consumer Information Program
for Passenger Tires

Consumer Information Program
for Passenger Tires
Typical Sales/Purchase Process
Sales Rep:
o What is the year, make & model of your vehicle?
o I have three different tires in stock that will fit
your vehicle:
ƒ Low Price
ƒ Mid Price – On Special Sale Today
ƒ High Price

Consumer Information Program
for Passenger Tires
Tire Store Observations & Interviews
• Consumers:
“Need Tires Now”
Few “Planned” Purchases
• Dealer Perspective of Consumers:
90% Know Nothing About Tires
10% Do Research

Consumer Information Program
for Passenger Tires
Tire Dealer & Consumer Roundtable
• Tire Dealers:
Keep it Simple

• Consumer Representatives:
Presentation to Consumer has to be Intuitive

• CEC Conclusions:
Consumers are at the Mercy of the Sales Rep
Tire Marketplace is a “Crap Shoot”

Consumer Information Program
for Passenger Tires
Transform the Tire Marketplace
Empower Consumers
• Tires are expensive, I
want tires that will last
• I want my vehicle to stop
quickly
• Fuel efficiency is
important to me
• I want a tire that doesn’t
require frequent inflation

Empower Sales Rep
• This is a long-life tire
• This is a quick stopping
tire
• This is a fuel efficient tire
• This is a low maintenance
tire

Consumer Information Program
for Passenger Tires
The “Core Term” Approach
Core Terms - Nutrition
• “Low Calorie”
o

Max 4 calories per gram

• “Low Fat”
o

< 3 gram per serving

• “Sodium Free”
o

< 5 mg per serving

Core Terms - Tires
•
•
•
•

Long Life (Durability)
Quick Stopping (Safety)
Fuel Efficient
Low Maintenance

Consumer Information Program
for Passenger Tires
Core Terms for Tires – Long Life
“Long Life Tires”
Set at “X”

Lowest
Treadwear
Rating

Highest
Treadwear
Rating

Consumer Information Program
for Passenger Tires
Core Terms for Tires – Quick Stopping
“Quick Stopping Tires”
Set at “Y”

Lowest
Traction
Coefficient

Highest
Traction
Coefficient

Consumer Information Program
for Passenger Tires
Core Terms for Tires – Fuel Efficient
“Fuel Efficient Tires”
Set at “Z”

Lowest
RRF

Highest
RRF

Consumer Information Program
for Passenger Tires
Core Terms for Tires – Low Maintenance
“Low Maintenance Tires”
Set at “Q”

Lowest
IPLR

Highest
IPLR

Consumer Information Program
for Passenger Tires
Tires With All Four:
•
•
•
•

Long Life
Quick Stopping
Fuel Efficient
Low Maintenance
Ask for Energy Star Tires

Consumer Information Program
for Passenger Tires
Multifaceted Consumer Information Program
o
o
o
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Comprehensive Database
Rating/Ranking System
Core Terms
Tools:
ƒ Searchable, Interactive Websites
ƒ Calculators – Life-Cycle Costs, Fuel Savings
ƒ Internet Learning Center with FAQs

Consumer Information Program
for Passenger Tires
Labels on Tires??

Consumer Information Program
for Passenger Tires
Labels on Tires??
o

Of Value to Consumers?
ƒ Will Consumers Actually See/Look at Labels on Tires?

o
o
o
o

Of Value to Wholesalers or Retailers?
What’s on the Label?
Mandatory?
Optional?

Consumer Information Program
for Passenger Tires
2% Improvement in
National Fuel Efficiency =
• 3 Billion Gallons/Year
Fuel Savings
• $9 Billion/Year Fuel
Savings
• 33 MMT/Year CO2
Reduction

Consumer Information Program
for Passenger Tires

What Can California Do To Help?
Ray Tuvell
Manager, Fuel-Efficient Tire Program
California Energy Commission

[email protected]