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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. 

Get insights tailored for your shop by signing up with Torqata for free. 

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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When should suppliers accelerate and when should they apply the brakes? It is a question every automotive vendor struggles to answer. Does Torqata, a data and analytics start-up, hold the keys to data-driven market success? 

By Marion Jablon Posen 

If you read automotive press, attend automotive conferences and generally keep your ear to the automotive industry ground, you may have run across the name Torqata, but like me, you may not know much about this relatively new spin-off company or its mission. 

What is Torqata and how did it come into existence? 

Torqata started as an internal advanced analytic arm of American Tire Distributors (ATD), designed to identify and create efficiencies in ATD’s distribution by leveraging data. After realizing the team’s tools could apply to more than just tire distributors, Torqata spun off into its own startup in 2020.  

With a newly found mission to serve the broader aftermarket, Torqata now seeks to unite the industry using retailer point-of-sale data, and analytics horsepower, to create data transparency. This allows manufacturers, distributors and retailers to improve key areas of their business performance using patented technologies and data-driven analytics and insights. 

The name Torqata is a combination of the words torque and data. If torque gets a car moving from a stop and provides the power needed to climb hills and pass other vehicles, Torqata powers and drives better business decisions through data and analytics. 

Tim Eisenmann, Torqata CEO. 

From the beginning, Torqata’s CEO Tim Eisenmann’s vision has been to “enable and inform manufacturers, distributors, service and tire shop owners to remove waste by providing the ability to quickly respond to market trends and create efficiencies in their business to drive more revenue.” 

How does Torqata help real-world aftermarket customers? What is the practical application for customers who may not be familiar with data and advanced analytics? 

Jill Trotta, Torqata VP of Business Development, Partnerships and Marketing. 

“We own the most extensive, granular, relevant data set in the auto aftermarket supply chain. Leveraging that data via patented algorithms, we provide transparent and unbiased insights to ensure we represent the overall market. Manufacturers and distributors can capture demand signals to optimize inventory and production while leveraging aggregated and anonymized data that can apply across all partners,” explained industry veteran Jill Trotta, Torqata’s VP of Business Development, Partnerships and Marketing. 

“We know that Big Data sounds intimidating. We make it easy for our customers to harness its power and drive business. Retailers benefit from our suite of data-driven software solutions for pricing, inventory strategy and sales.” 

The Torqata team can deliver actionable insights designed to streamline operations and reduce or eliminate stale or undersold inventory in three important ways:  

  • Provide pricing insights for shops to see how they compare against the market without making phone calls. It allows for a better pricing strategy, so shops know when they are underpriced or overpriced down to the SKU level. 
  • Appropriately take advantage of manufacturer incentive programs and rebates by making inventory recommendations based on market demand and forecasts. 
  • Optimize inventory by making recommendations that help identify the most profitable inventory based on a customized area and its demand. 

Who are Torqata’s current customers and who would benefit from using Torqata’s expertise? 

Torqata provides unique insights to tire retailers, manufacturers and distributors based in the United States, allowing them to source, price and optimize their inventory, Jill states. While the potential exists to expand their data services to other products, their current focus remains on their original mission of reducing waste and increasing profits throughout the tire supply chain. 

Electric vehicles are advancing many changes in the automotive industry; how will Torqata adapt to and embrace those changes in their business model? Jill says, “Torqata already sees the impacts of electric vehicles (EVs), especially on tires. The torque and weight of EVs wear tires faster than ICE (internal combustion engine vehicles). Our data is already showing signs of this shift in demand, and we are helping our retailer customers assure they are stocking the right products, at the right price, to meet this trending demand.” 

What do customers say about adding Torqata analytics to their strategy? “Torqata is an amazing tool that is helping to shape our inventory into the proper mix of SKUs to stock for our market while guiding us on which SKUs to stock to maximize profit.”  

“The Torqata team offer outstanding customer service and are very knowledgeable, instilling confidence in myself and my staff with the data that we rely on from Torqata,” remarked Brandon LePage, Owner Jim Lewis Tire. 

A sentiment echoed by Jeff Deans of St Lucie Battery & Tire, “For our business (17 retail locations, one wholesale), Torqata has advanced our process ten years. There was an amount of labor and time involved that was getting burdensome to maintain proper stocking levels and inventory in our stores. Torqata not only speeds up this process tremendously but gives you the information in a clear and easy to understand format. I was able to hand off this task to someone who had never been in the role of inventory management before with only Torqata in his tool bag, and progress has been fantastic. We will be utilizing Torqata in its full capacity, moving forward, solely as our management tool.” 

Torqata Team Meeting. 

Managing a start-up business is always challenging, with one hundred employees working remotely how does Torqata’s company culture function?  

Describing the Torqata culture Jill says: “Although our team is 100% remote, there is a strong focus on connection and community. We start each week with an all-hands stand-up meeting to align the teams and finish each week with a check-out, which includes the opportunity to “shout-out” (thank) team members for their efforts. We know the automotive aftermarket and encourage ideas from every corner. This level of interaction and collaboration has led to constantly improving existing offerings and developing new ones based on our customer’s pain points.” 

“Torqata places a high priority on promoting and embracing Diversity, Equity and Inclusion (DEI) by partnering with aftermarket diversity specialist dott™, and Torqata has increased our dedication to elevating people, process and profits through diversity of thought.” 

“Additionally, team members are encouraged (it is even included in goals) to reach out to their local communities and volunteer three times per year, to attend two conferences/networking events in the industry, and to hand out virtual tacos for giving shoutouts to anyone in the company to celebrate anything worth shouting out for. Our ladies have a “Women of Torqata” group that includes regular mentoring sessions from the Pink Mentor Network, “a program designed to help women through team workshops that recognize collective challenges and individual contributions and energize and unite every member for the work ahead.” Our ladies have raved about how informative, empowering and uplifting it is to gather.” 

Torqata is a blend of unique talents and skills, pulling together a variety of the brightest data scientists, talented developers and automotive industry veterans’ laser-focused on providing tools and solutions that help advance the automotive industry.  

Advanced data analytics is just another way the automotive aftermarket is growing and providing insight to businesses and career opportunities for a new generation.  

If you want to join Torqata and the many other technology providers that have used MOTOR’s Insights data solutions to support data-driven decisions, please visit

Stay current on trending automotive news and read MOTOR-exclusive articles written by their industry-expert writers. Sign up to receive MOTOR’s e-Newsletter today! 

View the original article by MOTOR here.

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Embracing the small number of women in the automotive industry, Torqata continues to value women with automotive and tire industry experience, bringing three new experienced women in 2023, and promoting another to Vice President.

Huntersville, NC, March 31, 2023 — Torqata Data & Analytics, a software company in the tire industry, welcomes Kirsten Zaremba, Ashley Hoyt, and Kate Beirowski to the team, bringing additional experienced women into the automotive industry. Torqata also congratulates Elizabeth (Liz) Schneider on her new promotion to Vice President of Product.

Kirsten is on board as the new Director of Marketing, bringing more than 25 years’ experience in the automotive industry supporting the automotive aftermarket, dealers, and vehicle manufacturers, such as Volkswagen. Among the key initiatives while at the Auto Care Association, she led efforts to ensure secure and direct access to vehicle data with the “Your Car. Your Data.” campaign and Right to Repair. In addition, she is a Women in Auto Care member, on the Wheel and Tire Council for SEMA, and an Ambassador of TechForce.

Ashley joins as the newly created Senior Manager of Business Development and Partnerships, bringing on more than ten years’ of experience.  Along with her childhood roots in the automotive industry, she is an experienced partnership manager. Most recently, she created the Enterprise CSM team at RepairPal, a software company for auto repair and maintenance, and defined the team’s mission and recruitment goals. In addition, she is a member of Women in Auto Care and YANG.

With more than ten years’ experience as an inspirational sales leader in the logistics and automotive industries, Kate joins Torqata as the Director of Inside Sales. She has built successful sales teams from the ground up and will bring that success to Torqata as we continue to grow and transform the tire industry. In addition, she is a member of Women in Auto Care.

It is with great pride that we announce the recent promotion of Liz Schneider to Vice President of Product. Liz joined Torqata in 2021 as the Product Area Manager, and has been a considerable part of Torqata’s success and growth in her previous role. She has more than 25 years of experience in the financial industry in various roles serving retail, small business, and commercial clients. Leveraging data to enable better customer experiences that drive revenue and deliver efficiencies has been at the heart of every role she’s had. In her new role with Torqata as the VP of Product, Liz will continue to lead her teams to meet their strategic goals and contribute to Torqata’s success.

“The uniqueness of every team member here at Torqata, combined with their knowledge and expertise in the industry, will help Torqata to, as we say, drive better decisions,” said Tim Eisenmann, CEO of Torqata Data and Analytics, “We celebrate equity and encourage women of the industry to continue to lead and pioneer our efforts. We’re proud of our new additions and promotion to Team Torqata!”

About Torqata

Torqata Data & Analytics is a data analytics software company that helps tire manufacturers, distributors and retailers maximize profits and customer value by providing data visibility and connectivity across the supply chain. Torqata offers a full suite of data-driven software tools for pricing, inventory management, and sales insights designed to streamline operations and reduce or eliminate stale inventory. This allows manufacturers, distributors, and retailers to improve key areas of their business performance using patented technologies, and data-driven analytics and insights.

Torqata’s vision is to enable and inform manufacturers, distributors, service, and tire shop owners to source, price, and optimize their inventory; this reduces waste and drives profits through the entire distribution channel.

Interested individuals and organizations can visit to schedule a demonstration or to learn more.

Media Contact

Kirsten Zaremba
Torqata Data & Analtyics

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The First Trends + Treads is Here!

We’re excited to share our very first issue of the Trends + Treads, a comprehensive digital briefing of the tire industry at its current state. Which, as you can imagine, that’s pure value for the tire retailer, distributor and manufacturer. 

Treads + Treads visualizes for you the exact information you want about the industry: 

  • Tire sellout trends by tier 
  • Breakdowns by category and region 
  • Average price increases 
  • Prior year price comparisons

And even better: 

You get to see how the economy has impacted store visits and volume. That’s the ultimate benefit. 

All the analysis you’ll see comes from the vital data we’ve collected. And here’s the best news of them all: this is just the first issue. There will be plenty more to come. So it’s time for you to check the trends and treads of the industry you love the most. 

Check it out right here and let’s ring in the new year!