Tires often get overlooked in the service drive, but John Fairchild, President of Fairchild Automotive Solutions and fixed operations trainer, believes they could be the most powerful retention tool available to dealerships. During today’s episode of Inside Automotive, Fairchild urges dealers to take tire sales seriously, calling them the “gateway drug” to long-term customer relationships.
While tires don’t deliver the same margins as other types of repair work, Fairchild stresses the importance of their value in maintaining customer loyalty. “Only about 9.8% of retail tires are sold through dealerships, which means we are leaving an enormous amount of opportunity on the table,” he said.
Fairchild explains that selling tires is not simply about moving rubber but about creating opportunities for upsells, from alignments and balancing to wheels and accessories. More importantly, it prevents customers from straying to independent shops, where they may take all their service needs in the future.
To boost sales, Fairchild advises advisors to present tire quotes proactively during the walk-around, not after customers are already in the lounge. He cautioned against asking permission to quote tires, instead encouraging advisors to frame recommendations as part of a complete service package.
“I always say that the tires are kind of the gateway drug to customer attention and to upsells, quite honestly.”
Dealers, he added, should always quote two clear options: the OEM brand currently on the vehicle and the most economical option available that day. A proper needs assessment will determine whether a customer prioritizes brand quality or price.
Some advisors hesitate to sell tires due to the lower profit per repair order, but Fairchild noted that their role is to provide the best advice, not chase the biggest margins. “I personally have found it to be very profitable, not just not selling the tire per se, but keeping that customer coming back to my dealership,” he said.
Moreover, Fairchild offers practical tips, including training advisors to use tire quoting tools themselves, handling objections such as spousal approval directly, and leveraging low-price guarantees by conducting competitive research upfront.
With only 30–40% of car buyers returning to the dealership for service, Fairchild concludes that tire sales can anchor retention, ensuring customers view dealerships as their go-to service resource.
