ATD Program Marries Traditional Retailing and E-Commerce - aftermarketNews

ATD Program Marries Traditional Retailing and E-Commerce

American Tire Distributors (ATD) is looking to give independent tire dealers a leg up in competing against online tire retailers.

American Tire Distributors (ATD) is looking to give independent tire dealers a leg up in competing against online tire retailers.

This coming spring, ATD will launch, a consumer-directed retail tire site – with a difference. All transactions, said ATD, will go entirely through independent dealers.

Nearly two years in development, will give tire dealers a tool to capture a share of the growing tire e-commerce market now dominated by Tire Rack, Discount Tire and dozens of smaller tire and wheel e-tailers, said ATD.

ATD said that online sales currently account for 3 percent of the tires sold in North America, a figure that stands to double in just a few years. Consumers, driven by a desire for “convenience, control and cost” and “tired of feeling like they are getting ‘sold,’ are turning to Internet purchases,” said Ron Sinclair, ATD’s senior vice president of marketing.

ATD’s own research showed that more than half of tire buyers research their tire options online, turning to tire marketer websites and existing e-commerce sites for information before making an in-store purchase., said ATD, not only provides data consumer tire buyers want, it also connects live buyers with their local tire dealer.

The system is simple, ATD said. A consumer visiting can research and select the tires they want, complete with tire price. After clicking the “Buy” button, the consumer is directed to select their desired tire dealer. The consumer then pays for the purchase and sets up an appointment with the dealer. The tires are ordered via ATD’s existing system and delivered to the dealer as needed for the appointment, and once the tires are installed ATD pays the dealer for the full amount of the purchase. ATD then includes the sold units on the dealer’s next ATD invoice.

While ATD will set consistent national pricing for the tires – with a nominal transaction fee to help ATD offsets system costs – each dealer can establish their own fees for mounting/balancing, valve stems and accessories, tire disposal and shop supplies. Pricing, said ATD, will keep dealers price competitive vs. other online sources. The dealer, said ATD, gets the entire gross product on the sale, and gets the opportunity to get the customer’s vehicle in the bay for additional service opportunities as needed. Plus, the dealer can develop a relationship with that new customer. is available to all ATD dealers who qualify: ServiceBAY level five or higher dealers, performance wheel dealers with $25,000 or more in annual purchases, or ATD “certified performance retailers.” ATD said its goal is to have half of its estimated 5,000 dealer customers participating as retailers.

Participating dealers will earn credits on ATD’s ServiceBAY program, as well as through tire-company marketing programs in which they participate.

You May Also Like

Monroe Releases New Part Numbers in February

Parts expansion covers more than 13 million VIO in the U.S. and Canada.

Monroe shocks and struts, a global brand from Tenneco's DRiV group, has launched new part numbers in the month of February, including its new OESpectrum shock and mount assembly, designed to save installation time. New part numbers also include Monroe conversion kits, Quick-Strut assemblies, OESpectrum light truck shocks, and Magnum RV shocks. In total, this represents coverage for more than 13 million vehicles in operation (VIO) in the United States and Canada.

Hankook Tire Named MCoR Series Sole Tire Supplier

All vehicles to be equipped with two types of Hankook Ventus tires.

JNPSoft OptiCat Names Director of Sales

Mark Nasra joins the company with more than 20 years of automotive experience.

Osram Sylvania Makes Major Investment at Hillsborough Plant

Osram Sylvania says the investment will enhance the company’s production and distribution and bring 75 to 100 new jobs to Hillsborough, NH.

dott. and MESH/diversity Partner on Aftermarket DEI Solution

The offerings are designed to help leaders create a custom blueprint for scalable and sustainable organizational change.

Other Posts

NGK/NTK, Autel Tools Collab on Webinar Series

The series consists of six 60-minute webinars that dig deep into system diagnostics of domestic and import vehicle models.

Marelli Wins Global Contract With Major Carmaker

Marelli will supply the Battery Management System (BMS) for a major global carmaker’s future small-medium BEVs.

MAHLE Aftermarket Extends Partnership with Casey Currie 

Currie regularly participates in off-road competitions and exhibitions as a member of the MAHLE engine parts test team.

SEMA Sponsors ZEV Conversion Rebate Bill in California

The bill will offer eligible Californians a rebate of up to $2,000 to convert their gas-powered vehicle into a ZEV.