MARKETING OPPORTUNITIESTPMS: Threat or Opportunity? DETROIT, MI (Nov. 21, 2006) - In a growing number of vehicles, four little wheel sensors - comprising a Tire Pressure Monitoring System (TPMS) - can help save lives by alerting motorists to low tire pressure. For the aftermarket independent service center, however, the TPMS concept represents both an opportunity and a threat. Automakers are encouraging service professionals and motorists to take a few minutes to learn how to use a TPMS, as well as check tires and tire pressure, to ensure optimal vehicle performance in steering, cornering, braking, ride comfort, noise and fuel economy. The increasing use of TPMS, which is being phased in across the entire U.S. vehicle fleet, also means that vehicle owners need to be more mindful when they rotate or replace tires, so that the system isn't damaged and that the sensors are properly matched to the tires.
Bad habits Despite the merits of TPMS, the potential for safer roads can be compromised by a lack of education and sound practices. "Tire pressure monitoring is wonderful technology that has the potential to help make our roads safer," says Jim Gutting, director, General Motors (GM) Tire-Wheel Centers. "But it's no substitute for being conscientious about tire maintenance. All vehicle owners should familiarize themselves with TPMS, how it works and what it can tell them about basic tire maintenance." Low tire pressure-related crashes cause 660 fatalities and 33,000 injuries each year, according to the National Highway Traffic Safety Administration (NHTSA). Yet a survey earlier this year by the Rubber Manufacturers Association shows that only one in five drivers correctly checks tire pressure, compared to three out of four who wash their car every month. NHTSA says tire safety studies show that maintaining proper tire pressure, observing tire and vehicle load limits and inspecting tires for cuts, slashes and irregularities are the most important things a motorist can do to avoid tire failure. These actions, along with other care and maintenance can also:
* Improve vehicle handling.
* Help avoid vehicle breakdowns and crashes.
* Improve fuel economy (by as much as 3.3 percent, according to the U.S. Environmental Protection Agency).
* Save money by increasing tire life.
Falling temperatures, falling tire pressure GM says it has installed 4 million TPMS on cars and trucks to date. The automaker began installing tire pressure monitors in vehicles as early as 1987. Its TPMS incorporates separate sensors mounted in each wheel that use real-time monitoring to determine the pressure in each tire. A warning light on the instrument panel or a message displayed on the driver information center, along with an audible warning, alerts the driver to check the air pressure in the tires. With winter's lower temperatures at hand, GM says it's the perfect time to focus on tire pressure. That's because the air pressure inside a tire varies according to the outside temperature and how long the vehicle is driven. If you've ever wondered why a basketball doesn't bounce as well outside on a cold day, it's because colder temperatures lower the air pressure inside the basketball. The same is true for tires. According to John Maxgay, lead engineer, GM Chassis Electronics, when a tire is under-inflated, most of the car's weight is concentrated on the tread located just under the sidewalls, rather than being spread out evenly across the full width of the tire. This means that as the tire rolls, the sidewall is continually flexed and could heat up. This may affect both vehicle performance and safety. On the other hand, while over-inflated tires are not associated with as many crashes as under-inflated tires, they can make the vehicle ride stiffly because they do not allow for desired full tread contact; this is because the car rides chiefly on just the center of the tread. Over-inflated tires also are more susceptible to being punctured.
Dealerships are seizing the
opportunity The advent of TPMS has spurred programs at the dealership level. For example, GM is using its Tire Performance Criteria (TPC) to ensure tire performance, handling and durability under a variety of load and driving conditions and allows the customer to obtain the same tire from a GM dealer when replacement is necessary. In addition, through its GM Goodwrench program, TPMS could be a catalyst for gaining other maintenance business. GM Goodwrench is using the automaker's OnStar Vehicle Diagnostics service to attract the business of 2 million subscribers to dealerships. Subscribers are e-mailed monthly diagnostic reports that provide crucial tire pressure information and other recommended maintenance information, as well as remaining engine oil life and information on other monitored vehicle systems. When the vehicle is brought to a GM Goodwrench dealer for an oil change and tire rotation, technicians are instructed to rematch the tire pressure sensors to their new positions if necessary. This, says GM, ensures that accurate information is being sent to the real-time pressure display in the Driver Information Center, to OnStar and to the vehicle itself. These technicians also are being trained to safely remove and replace the sensors when necessary. For the independent aftermarket, the erosion of tomorrow's client base is a threat that should not be ignored today. Automakers such as GM have awoken to the opportunity to gain market share. Taking the time now to educate clients about their tires can help any service provider build client relationships. It also enables other service opportunities to be noted and performed. The net effect is that by recognizing and capturing unperformed, necessary maintenance, service providers can build and maintain a lifecycle service relationship with clients for their business.
(Source: GM) 
