When it’s time to get new tyres for your car, do you buy them at the auto shop or online?
Richard W. Hayman has bought four sets of tyres online from TireRack.com: two sets of Goodyear tyres for his 2003 Lexus GX 470, and Michelin tyres for his 2006 Mercedes R350, as well as his 2011 Mercedes R350. “The process is so easy, I will always buy my tyres this way,” he says.
While many consumers use the Internet just for research, others also use it to make purchases. “Whether purchasing online or in-store, the information provided allows consumers to research tyre brands and compare price, quality and installation options,” says Liz Galantino, Public Relations Manager for auto parts retailer Pep Boys.
How it works
Traditionally, a car owner buys tyres from their local auto shop or dealership that will factor in the car’s make, model and vehicle year, as well as performance needs such as all-weather tyres. Often the seller then suggests a few options for the buyer in a range of price points. “People are being cognisant of how important tyres are,” says Matt Edmonds, Vice-President of Tire Rack, which sells tyres, wheels and auto accessories online.
Online, buyers can review a large selection of tyres using filters such as performance, brand and price. Consider factors such as whether the vehicle will be driven in the snow. How do you want the tyres to handle? Is it ok if they’re noisy, or do you prefer a quiet ride?
Many buyers like considering all this information and making their own decisions, instead of relying on a salesperson’s recommendations. Still, online shoppers have the ability to ask questions to tyre dealers if they want.
Price, order, delivery
The cost of buying tyres online is competitive with traditional auto stores. You can even get deals. “Customers will pay the same price or less depending on promotions or offers which may apply, such as discounts and mail-in rebates,” says Galantino, adding that at Pep Boys there’s no pricing difference for tyres purchased online or in-store.
Most online tyre retailers have an extensive inventory, which they’re prepared to ship quickly. Tire Rack, for example, has six distribution centres in the US and ships tyres ordered by 2pm for next-day delivery. Buyers pay shipping costs and can have tyres shipped to them or to an installer, such as a local garage.
Installation
You might think getting the tyres installed is going to be pricey. But even with the popularity of online tyre purchases, many tyre installers aren’t up-charging for labour costs. For example, Hayman paid $12 (about Dh44) per tyre for installation at a local shop, which had an install deal with Tire Rack (compared to the $35-per-tyre estimates he got elsewhere).
Pros and cons
There can be a few drawbacks to buying tyres online. While there’s a great selection to choose from, you can’t “kick the tyres” to check them out unless you buy them. Plus, the research time adds up, and if you’re unhappy with the purchase, you have to pay to send them back for a return. Even so, retailers have online guides to help consumers pick tyres, and the buyers often make purchasing decisions based on online tyre reviews from their peers.
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