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Torqata Trends + Treads: The Latest Metrics that Matter, July 2023

If you’re in the thick of the auto business, particularly tires, knowing the current trends is just smart business. The numbers from month-to-month and year-to-year aren’t just stats; they’re the scorecard for our industry. Gas prices, travel data, and store visits – they all affect our bottom line. Here’s a straight shot of the stats that matter year-over-year (YoY – July 2022 vs. July 2023) and month-over month (MoM – June 2023 vs. July 2023): 

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Quick Metrics:   

📉 Gas Prices: Down 20.6% YoY | Slight 0.8% MoM Increase to $3.71 

🚗 Miles Traveled: 1.8% YoY growth at 328M, but down 0.8% from last month 

🚪 Store Visits: Not seeing the expected recovery yet |6.6% YoY decline and a sharp 6.8% MoM drop 

Tire Pricing Snapshot: 

💲 Retail Price: Steady YoY growth at 2.2% | Minor dip this month by 0.5% 

💼 Cost: Up 2.6% YoY | Recent 0.5% MoM decrease 

📊 Margin: Maintained 0.9% YoY growth | 0.7% decline from last month 

As the automotive world shifts, it’s the numbers that help us keep pace and strategize. We’ve given you the metrics; now it’s up to you to use them to your advantage. Consider these stats as tools in your toolbelt, every bit as essential as a wrench or jack. Let these figures guide your next move, whether it’s adjusting inventory or revising marketing strategies.  

Got questions or looking for more insights? Don’t hesitate to reach out. Remember, success in this industry isn’t just about what you sell but how well you adapt. 

Ready to drive your business forward? Connect with Torqata for more tailored insights and strategies crafted just for your shop. 

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Steering Success: Harnessing the Tier 4 Shift for Your Auto Shop’s Advantage

People are looking at Tier 4 tires differently, and it’s changing the game. If you own an auto shop, understanding this shift can make all the difference for your bottom line. Let’s get straight to what you need to know and how it can help your business grow. 

The Road Ahead for Auto Shops 

This shift in the tire market landscape presents challenges and opportunities for shop owners. 

Inventory Management: Based on market shifts and consumer preferences, consider adjusting your inventory to better cater to your customers’ needs. 

Product Screen: Regularly assess and update your product offerings to resonate with the evolving demands and preferences of patrons.  

Marketing & Promotions: Tailor your marketing strategies to emphasize the value and performance of the tires you stock, ensuring they align with local driving conditions and requirements.  

Customer Engagement: In an environment where price-sensitivity is evident, consider loyalty programs or special discounts to encourage repeat business and bolster customer relations. 

Educate and Inform: Hosting workshops or information sessions can assist customers in understanding the benefits of different tire categories, helping them make informed decisions tailored to their driving habits and budget. 

For more in-depth analyses, partner with Torqata and let data-driven decisions fuel your business.

Data is the new fuel in this industry. To gain a more in-depth insight into this trend, our next blog dives deep into the critical metrics of the month, shedding light on the tire market transformation. By embracing insights, understanding consumer needs, and pivoting strategies, tire retailers and manufacturers can harness this trend to drive success. 

Stay tuned to Torqata Insights for further industry updates and nuanced analyses. Together, let’s navigate the ever-evolving roads of the automotive world. 

Discover the future of profitable tire selling with Jill Trotta at AAPEX. Dive into tire market trends and unlock business transformation. Join us at Tires Are The New Oil Change Education Session Wednesday, November 1 2:30-4:00!   

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Navigating the Tier 4 Trend: The 10 Factors Fueling Tier 4 Tire Choices

Tier 4 tires are racing ahead, but why?
Let’s hit the road and explore the top factors: 
Why Are Tier 4 Tires Gaining Traction? 

A clear understanding of customer preferences and the vehicles in your market is pivotal for long-term business success in the tire industry. Consider updating your product screen to match the shifts in your local market.  Customers differently prioritize various factors, such as safety, durability, fuel efficiency, and handling. Businesses can more accurately identify and cater to these specific needs with data and analytics. 

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Top 10 reasons consumers might opt for Tier 4 tires 3: 

  1. Cost Savings: Price is the primary and most apparent reason. Tier 4 tires tend to be more affordable than their higher-tier counterparts, making them an attractive option for budget-conscious consumers. 
  1. Aging Vehicle Fleet: With the average age of vehicles on the road increasing, owners of older cars, which might not have a long remaining lifespan, might not see the value in investing in premium tires. 
  1. Short-Term Ownership Plans: Those who plan to sell or trade in their vehicle soon might opt for Tier 4 to avoid sinking more money into a car they won’t keep. 
  1. Decreased Driving: In areas with prevalent hybrid or remote working, individuals driving less or covering short distances may see higher-tier tires as unnecessary. 
  1. Availability: In some regions, especially more rural or remote areas, the availability of Tier 4 tires can be higher than premium brands, making it a convenient choice for many. 
  1. Perceived Value: Some consumers may believe that the quality difference between tire tiers is different from the price difference. They may feel Tier 4 offers better “bang for the buck.” 
  1. Lack of Brand Loyalty: Not all consumers are brand-conscious. They might default to the most economical choice if they still need to establish loyalty to a specific tire brand or tier. 
  1. Economic Climate: In uncertain economic times or personal financial downturns, consumers might prioritize immediate savings over long-term investments. 
  1. Lack of Information: Only some vehicle owners know the differences between tire tiers. Without proper knowledge or guidance, they might choose based purely on price. 
  1. Specific Vehicle Needs: Some vehicles, especially older models or those used in conditions where tire wear is rapid (like rough terrains), might not benefit significantly from higher-tier tires. In these cases, owners might opt for the more frequent replacement of cheaper tires rather than the extended lifespan of a pricier one. 

Adapting to Consumer Behavior: The shift toward Tier 4 tires isn’t solely due to pricing. It reflects a broader change in consumer behavior as they seek more value for their money. 

Understanding these reasons can provide valuable insights for manufacturers and retailers looking to address consumer needs and drive sales in different segments of the market. 

Torqata’s data further underscores the growing appeal of Tier 4 tires, given their affordability and increased availability. This is invaluable insight for shop owners, allowing them to refine their product assortment, ensure they’re well-stocked, and craft more effective marketing campaigns. 

Having robust data isn’t just an advantage—it’s a game-changer. It equips auto shop owners to navigate market fluctuations and strategically position themselves to thrive. By harnessing Torqata’s comprehensive data and analytics, they’re better prepared to weather the storm and lead in an evolving market landscape.

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Tier 4’s Surge: Why They’re Dominating the Market

Published by Torqata Insights Team – reach out to

Tier 4 tires have made quite the splasIn the ever-evolving landscape of the automotive world, one tire tier stands out above the rest—Tier 4.

But what’s behind this notable rise? 

Tier 4’s Rise to Prominence

Looking at the tire business, it’s clear there’s a move toward Tier 4 tires.  Here’s what the numbers tell us: 

Pricing Dynamics: While other tire categories are seeing a price hike, Tier 4 prices bucked the trend, dropping by 4.9% year-over-year (YoY). Even with a monthly decrease across the board, this price shift is driving more interest in Tier 4 options 

Sales Volume: Despite a price drop, Tier 4 sales only decreased by 5.0% month-over-month (MoM) – but still performing notably better than its counterparts. 


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Why Are Tier 4 Tires Gaining Traction?  

There are a couple of important reasons: 

Price hikes in other tire tiers have accelerated consumers’ gravitation towards Tier 4 tires. As cited in Tire Business Review, Tim Eisenmann commented, “While Tiers 2 and 3 are feeling the most strain, Tier 1 remains stable. Interestingly, Tier 4 emerges as the top performer. For instance, if one prefers Michelin, they stick to it. But those open to alternatives are exploring Tier 4, occasionally opting for unfamiliar brands to save some cash.” 

The shift towards Tier 4 tires is more than just price increases in the other tiers. The aging car parc (vehicle population) plays a significant role too.  A recent highlight from the Jeffries Annual Review of Global Aftermarket in the Auto Care 2024 Factbook noted, “Vehicles between 4-11 years old, widely considered the aftermarket’s ‘sweet-spot’, surpassed a count of 117 million. Most notably, the average age of light vehicles in the US rose to 12.2 years, setting a new record.” This significant shift underscores the importance of understanding consumer behavior within this evolving market. 

As vehicles age, owners tend to be more cost-conscious regarding maintenance and replacements. Recent data has highlighted an increasingly older car parc, with more vehicles on the road past their prime years. When faced with necessary replacements or maintenance, owners of these older vehicles often prioritize affordability over brand loyalty, especially when the car’s perceived value has depreciated. 

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New Q2 Insights: Ride the Upward Trend With Price Adjustments Amid Falling Sales and Gas Prices

Torqata is proud to present Trends + Treads, a blog series that brings you actionable market insights in the automotive tire industry! We’re dedicated to equipping tire and service shops with actionable data and analytics tools that can help increase profits, identify blind spots in the business, and optimize the supply chain.  

For our next Trends + Treads post, our very own Franklyn Quiteh, Business Development Manager, previously from Tesla, takes our Q2 2023 wrap-up and breaks it down for you.

Franklyn Quiteh,
Business Development Managerfor Torqata Data and Analytics

Gas Prices and Store Visits Down 

Reviewing month over month (MoM) trends is huge in this industry. There are so many uncontrollable variables that can determine the success of a retailer or dealership. It appears we are slowly trending upwards, and tires will be a hot commodity come the fall and winter seasons.  

  • What is selling in your market?  
  • How much is it selling for?  
  • What are your competitors selling?  
  • How often is the market turning its products?  

These are all questions that should be answered in preparation for that upswing in sales. Better to be proactive than reactive! 

Retail Margins Stay Green 

The consistency in YoY pricing provides a great opportunity to stabilize pricing and gain solid insights. Data is KING and understanding your local and national trends can be the difference between a good year and a great one. Do not get left behind!  

Torqata has the insights and data to identify and provide profitable opportunities at your fingertips. Why pass this up?

Tire Sales Volume Take 

With tire sales volume decreasing, perhaps this would be a great opportunity to get more “bang” for your buck. Evaluating the profit margins on your top 10 or 20 bestsellers can very well determine how these economic rollercoastersimpact your bottom line.  

Consider this, with volumes decreasing due to a variety of different factors, including weather, perhaps using Torqata’s data to see if the cost of the tire is changing in your market, could help. Even with a decrease in volume, there could still be an opportunity to see an increase in average profit per unit!  

You never know; the top vehicle or tier-type of tire may surprise you! 

Tier 4 Remains Dominant! 

Even as overall sales decline, YoY we are seeing Tier 4 tires rise to the top of many retailers’ sales reports! This directly coincides with the conservative nature of the customer — in other words — the “that’ll do” mentality.  

Retailers! Adjust and capitalize! Review the top market movers in the tier 4 category in your area today and cash in on this opportunity. There is always a solution, allow Torqata to help you find it. 

Where our insights come from:

Our exclusive insights leverage data from over 15 thousand tire retailers and 50 million tires sold, which we combine with our comprehensive catalog of 221 thousand tires. For more information on our tools, contact or call 828-TORQATA.