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Article: FORD PROMOTES TIRES TO INCREASE SHOP REVENUE.
- Article from:
- Automotive News
- Article date:
- March 22, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When Sunland Lincoln-Mercury in Glendale, Ariz., decided to enroll in Ford Motor Co.'s program to help dealers sell more tires, Parts Manager Tip Combs kept it simple.
He cleared a 40-foot bin to store his tire inventory. He charges customers cost plus a 20 percent markup and $10 to mount and balance each tire. He displays his tires on outdoor racks and features tires in the dealership's advertising.
Combs said the results have been amazing. Five months ago, he sold virtually no tires. Now, he sells three or four sets a day. More important, Combs says he is selling about three times as many wheel- related parts and batteries than before the program.
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