Online sales initially will launch in the greater Charlotte, North Carolina, area and will then expand nationally in phases later in the year. The tiremaker says the website, bfgoodrichtires.com, will simplify the tire-buying process so consumers can research and purchase tires as well as schedule an installation appointment in one location. In addition, this experience will enable consumers to shop for tires that not only fit their vehicle, but also the way they want to drive.
“This is an important evolution in the tire purchasing process,” said Scott Clark, chief operating officer, Michelin North America Inc., which owns BFGoodrich Tires brand. “These days consumers expect to be able to buy products anywhere, at any time, and on any device. Our brand does not own any retail stores, so our close relationships with our dealer network are critical for success. We have worked very closely with them to develop an e-commerce service partner program and an online sales approach that’s jointly beneficial to consumers, dealers and our company.”
When an order is placed online, consumers will schedule an installation appointment with a local service partner. Tires will be shipped directly to the service partner, where they can be installed at the appointed time.
Tiremakers have been investing in and increasing their online presence significantly in the past year.
In May 2015, Groupe Michelin purchased the No. 1 internet tire retail company in the United Kingdom, Blackcircles.com, for roughly $76 million (£50 million). In April 2015, Michelin also purchased a 40 percent share in France’s leading online tire retailer Allopneus in April.
In October 2015, Bridgestone acquired TireConnect Systems, a software company that supports tire dealers and distributors in North America (primarily Canada) with a turn-key, online tire sales tool featuring e-commerce capabilities.