The cold season is approaching fast and it's time to think about winter tires.
Although winter tires are mandatory in Quebec, getting an extra set of wheels is not. However, there is no doubt that buying them will generate long-term savings for the vehicle owner.
For the last 10 years, the popularity of aluminum wheels has been growing every year. In percentage terms, aluminum is gaining ground over steel wheels, but the number of steel wheels sold is increasing year after year. This is a good indication that having a set of winter wheels and tires is well anchored in the morals of Quebecers. This reality is also gaining ground across Canada.
But what to sell to users? There are two mentalities, that of making the biggest possible bill to your customer, and that of suggesting to him what he really needs. What's yours?
The easiest way to explain to users the savings associated with the purchase of winter wheels is to compare the cost of mounting and removing tires in the fall and spring. Also, it is to explain that by purchasing a winter wheel kit, you preserve the beauty and performance of your original wheels for the summer.
The cost of steel wheels is much easier to justify than the cost of buying aluminum wheels. First of all, aluminum wheels are more expensive, assembly and balancing are more expensive, and repair costs for breakage and scratches are more expensive than steel wheels. Also aluminum wheels represent a high risk for scarcity for replacement when needed, since this type of wheel follows the modes that change regularly. It will also be necessary to calculate the cost of a hardware kit that includes centering rings, Tuner bolts, the key for the bolts, anti-theft locks and chrome valves.
It is certain that the customer who bets on beauty or aesthetics for his vehicle, will invest in aluminum wheels. On the other hand, the customer who is going to buy winter wheels for the practical side, should buy steel wheels for the following reasons
The acquisition cost is lower. Assembly and disassembly costs are generally lower. It costs less for replacement if necessary. There is less risk that the model is obsolete. Fewer installation problems since there is no installation of centering rings or tuner-type bolts. Steel wheels are easily repairable unlike aluminum wheels.
Also with the sale of steel wheels, you have the possibility to offer to your customers hubcaps that will cover, protect and improve the aesthetic side of your steel wheels.
Winter conditions are conducive to collisions on sidewalks, potholes, and products used on roads for grip are very harmful to the wheels. Replacement costs for steel wheels are far less expensive than aluminum wheels and they are much more susceptible to corrosion than good quality steel wheels.
In short, the customer needs honest and informed advice. The expertise of the technical adviser will play an important role in the user's decision. The big bill or the right advice? Which type are you?
Sylvain Dupuis
