News (RSS) - Tires First - Columbus GA - Tires, Alignments, Brakes, Oil Change, Air Conditioning, Auto Service & Repair

Columbus Exhaust And Emissions Service

16 May 2012 09:42:19 EST

Sometimes when we talk about exhaust service in Columbus, we think about exhaust pipes and mufflers. And if you can see smoke, or if it’s too loud. But, exhaust service at a place like Tires First is really a lot more comprehensive these days.

For example, in the U.S., the federal government mandated catalytic converters for all cars in Columbus in 1976 and on-board emission control computers in 1990. GA and federal emissions requirements have forced manufacturers to come up with much more sophisticated ways to comply with environmental regulations. Cars sold in Canada follow the same guidelines.

So, exhaust service has really become exhaust and emissions service. High-tech computer-controlled emissions devices are now a big part of that. And because it’s so sophisticated, your vehicle manufacturer recommends having your emission system checked out by a qualified technician, like the ones we have at Tires First, regularly to make sure everything’s working right – which is usually every six months or 6,000 miles.

If your 'check engine light' comes on while you are driving around the Cataula area, especially if it’s flashing, then you need to get your car looked at right away. Chances are it’s an emission related problem. You might have exhaust or emissions trouble if your car is hard to start, runs rough, or if it’s noisy or smoking.

So let’s review the exhaust system. Everything starts with the exhaust manifold. That’s the part that attaches to the engine and collects the exhaust from the cylinders and directs it into the exhaust pipe.

The exhaust gaskets help seal the connection with the manifold and other joints along the way. Now, if the manifold is cracked or loose, or a gasket is leaking, then dangerous gases could escape into the passenger compartment, where you ride. Carbon monoxide can be deadly, so it’s important that your exhaust system doesn’t leak.

The exhaust pipes connect the various components. They can rust or be damaged by a rock, so they need to be inspected periodically.

Next comes the catalytic converter. This part actually looks like a muffler. It changes chemicals that are dangerous to your health, and to the local GA environment, into harmless carbon dioxide and water. Now it doesn’t require any maintenance itself. But eventually they wear out. If it has, you’ll probably find out when your car fails an emissions inspection.

Now the muffler. Its main job is to quiet engine noises. Mufflers work by either absorbing or baffling sound. And you can actually customize your car’s sound with different mufflers – which is pretty cool because you can change the look of your car, and the way it sounds.

Rusted or road-damaged mufflers can actually leak and they need to be replaced right away. The exhaust system is attached to the car by a series of hangers and clamps that hold the system in place. And when these hangers come loose or break then hot exhaust components can touch and melt wires, hoses and lines. Just think of the damage a hot curling iron can do – but worse. It’s not good to have that waving around.

And finally, we end at the tailpipe. Appropriate name. This is the final outlet for the exhaust. And one other component is the oxygen sensor. It monitors the oxygen content of the exhaust so the engine-control computer can adjust the fuel-to-air mix to keep the car running right.

We hope this hasn’t been too 'exhausting' of a discussion, but these things impact everything from life and death safety due to exhaust leaks, to just fine-tuning the sound of your ride. And talk with your service advisor at Tires First if you feel you need any of these items inspected on your vehicle, because a quick look can sure save a lot of pain down the road.

Auto Tips Videos provided for Tires First by AutoNetTV

Proper Fluids for Your Vehicle

10 May 2012 11:54:39 EST

We would like to give you an update on some of the things happening in automotive fluids. You know, cars are becoming more sophisticated everyday - and fluids such as, oil, coolant and transmission fluid are becoming more specialized at about the same pace.

The do-it-yourselfer has to be pretty careful so that they do not actually harm their vehicle with the wrong type of fluid. That is why so many GA car owners rely on the advice of their service consultant to not only get the correct family of fluids, but to suggest the formulation that is best for their car and the way they drive.

Let's start with engine oil. If you have been paying attention, you will have noticed a number of new oil weights on the scene in the last several years. Modern engines are built to much tighter tolerances and have very complicated valve trains. The oil must be thin enough to lubricate complicated parts when the engine is cold. The weight of an oil is expressed in terms like 20-W-50 or 5-W-30. Manufacturers recommend the weight of oil for each vehicle they make. The recommendation is based on engine design. Your Columbus service center will know what weight your manufacturer recommends - and it's important to follow those recommendations. A service adviser at Tires First Inc can also offer suggestions for special formulations and can explain conventional and synthetic oils.

Antifreeze, or engine coolant, is another area that has become more complicated. For a long time, manufacturers only called for a couple of different types of coolant. Now there are several different formulations that are needed because of the different materials that manufacturers are using to build the cooling system. Using the wrong type of coolant can actually void your warranty, so you want to get that right.

Transmission fluid is beginning to be specialized as well. New transmission designs have particular requirements that mandate the use of specific formulations. Recently, new, somewhat confusing, standards for brake fluid have also been released.

Not too long ago, there was a good chance that all of the vehicles at your house would use many of the same fluids. However, as automotive technology advances, the array of basic automotive fluids you need will grow. And, some of the formulations will cost a little more. Fortunately, your Cataula service center will continue to update their training to keep pace with technology so that you'll get the right fluids your car needs. It's all part of the commitment your service center makes to your driving peace of mind.

PCV Valve Replacement

10 May 2012 11:50:56 EST

The energy from exploding fuel is what powers your engine. But some of the vapors from the explosions escape into the lower part of the engine, called the crankcase. The crankcase is where your engine oil hangs out. These gases are about 70% unburned fuel. If the gases were allowed to stay in the crankcase, they would quickly contaminate the oil and turn it to sludge. Sludge is one of the biggest enemies of your engine, clogging it up, eventually leading to expensive failures. Also, the pressure build up would cause seals and gaskets to blow out. Therefore, these gases need to be vented out.

Gasoline engines used to simply have a hose that let the poisonous fumes vent out into the air. In 1963, the federal government required gas engines to have a special one-way valve installed to help reduce dangerous emissions. Diesel engines are not required to have these valves.

The positive crankcase ventilation, or PCV, valve routes crankcase gases through a hose and back into the air intake system where they are re-burned in the engine. Fresh, clean air is brought into the crankcase through a breather tube. It's really a pretty simple system, but does an important job. The re-circulating air removes moisture and combustion waste from the crankcase, preventing sludge. This extends not only the life of your oil, but the engine as well. The PCV relieves pressure in the crankcase, preventing oil leaks.

Eventually, the PCV valve can get gummed up. Then it can not move enough air through the engine to keep it working efficiently. If the PCV valve is sticking enough, you could have oil leaks, excess oil consumption and a fouled intake system. If you experience hesitation or surging or an oil leak, it may be a sign of PCV value problems. Your owners' manual may give a recommendation for when the PCV valve should be replaced - usually between 20,000 mi/32,000 km and 50,000 mi/80,000 km. Unfortunately, some manufacturers don't list a recommendation in the manual, so it can be easy to overlook.

Many PCV system problems can be diagnosed with a visual inspection. Fortunately, PCV valve replacement is both quick and inexpensive. Proper oil changes will greatly extend the life of the PCV valve. Skipping a few recommended oil changes can allow varnish and gum to build up in the valve, reducing its efficiency. So now when your Columbus service technician tells you its time to replace your PCV valve, you will know what he's talking about. If you have had your car for a while and this is the first you've ever heard of a PCV value, ask your tech to check yours out or call Tires First Inc at 706.563.5555.

Exhaust Service

10 May 2012 11:49:23 EST

Whenever we talk about exhaust service, most people normally think about exhaust pipes and mufflers. Well, actually, exhaust service is a lot more comprehensive these days. For example, catalytic converters were mandated in 1976 and on-board emission control computers in 1990. Governmental emissions requirements have forced manufacturers to come up with much more sophisticated ways to comply with environmental regulations.

Exhaust service has really become exhaust and emissions service. High-tech computer controlled emissions devices are now a big part of exhaust service. Because it is so sophisticated, your vehicle manufacturer recommends you have your emission system checked out by a qualified Columbus exhaust technician regularly to make sure everything is working right - usually every 6 months or 10,000 miles/16,000 kilometers.

If your Check Engine light comes on, especially if it's flashing, get your car looked at right away. Technicians at Tires First Inc handle emission problems everyday. You might have exhaust or emissions trouble if your car is difficult to start, runs rough, is noisy or smoking. Call Tires First Inc at 706.563.5555 to schedule an appointment if you experience these problems.

Let's review the exhaust system. We will start from the top and start with the exhaust manifold. That is the part that attaches to the engine and collects the exhaust from the cylinders and directs it into the exhaust pipe. Exhaust gaskets help seal the connection with the manifold and various other joints along the way. If the manifold is cracked or loose, or a gasket is leaking, dangerous gases could escape into the passenger compartment, where you ride. Carbon monoxide can be deadly, so it is important that your exhaust system doesn't leak. The exhaust pipes connect the various components. They can rust or be damaged by a rock, so they need to be inspected periodically.

Next is the catalytic converter. This part looks like a muffler. It changes chemicals that are dangerous to your health and the environment into harmless carbon dioxide and water. It doesn't require any maintenance itself. But eventually they wear out. You will find this out when your car fails an emissions inspection.

Now the muffler. Its main job is to quiet engine noises. Mufflers work by either absorbing or baffling sound. And you can actually customize your car's sound with different mufflers - anything from whisper quiet to bad-boy rumbley. Rusted or road-damaged mufflers can leak and need to be replaced right away.

The exhaust system is attached to the car by a series of hangers and clamps. These fasteners hold the system in place. When hangers come loose or break, hot exhaust components can touch and melt wires, hoses and lines.

Finally, we end at the tailpipe. This is the final outlet for the exhaust. These can be plain-Jane or pretty flashy. Also, the oxygen sensors monitor the oxygen content of the exhaust so the engine control computer can adjust the fuel-to-air mix to keep the car running right.

Exhaust and emissions service covers plain old pipes and high-tech computers. It impacts everything from life and death safety due to exhaust leaks, to fine-tuning the sound of your ride.

Braking News: Keep Your Stopping Power

10 May 2012 11:49:07 EST

Richard Petty once told AutoNetTV, “You’ve gotta have good brakes. If you’ve got good brakes you can keep yourself out of a lotta trouble.”

That’s why a regular brake inspection is on every Columbus car’s maintenance schedule. An inspection at Tires First Inc will check your brake system and let you know if there are any problems.

Of course, if you’re having trouble with your brakes, get your car into Tires First Inc right away. Here are some symptoms to watch for:

Low or spongy brake pedal

Hard brake pedal

A brake warning light that stays on

Constantly squealing or grinding brakes

Vibrations or clunking sounds when you apply your brakes

If you are experiencing any of these, it’s time to get your brakes checked.

There are two types of brakes: disc and drum. Disc brakes have a rotor that’s attached to the axle. Calipers straddle the rotor, kind of like the brakes on a bicycle.

Drum brakes are more common on back wheels. Both types have pads or shoes that press against the brakes and slow the vehicle. Brake pads and shoes are made out of very tough material to withstand the heat and force generated when stopping your car. Eventually, they wear out with use, and become too thin and need to be replaced.

If the brake pads wear away completely, you can damage the rotors. The calipers can grind grooves in the rotor. Then the rotor must either be resurfaced or replaced. That’s not only expensive, but also dangerous because your vehicle won’t stop as quickly. Sometimes rotors warp or crack and must be replaced.

Brake service will also include a check of your brake fluid. When the brakes are applied, the pressure in the fluid actives the brake pads or shoes. Not enough fluid means not enough pressure to brake properly. Also, water builds up in the brake fluid over time, which leads to corrosion, leaks and brake damage, and with hard use, the brakes could severely fade or even fail. You should change the brake fluid when your manufacturer recommends to avoid these problems.

There are different grades of brake pads; good, better and best. Higher grades cost more, but give better braking performance and smoother operation. It’s OK to upgrade your brake pads. But, never use a grade that’s lower than what the manufacturer recommends.

So, be sure to properly maintain your brakes, because it’s a lot cheaper than paying the body shop after an accident.

Come in to Tires First Inc for an brake inspection before damage occurs. You can call ahead for an appointment by calling 706.563.5555.

Tires First Inc Radiator Service

10 May 2012 11:46:58 EST

The coolant system is a vital part of your vehicle. It is also the second most common cause for vehicle failures. Even though coolant system failure is fairly common, it is easy to prevent.

Tires First Inc
5454 Miller Road
Columbus, GA 31909
706.563.5555

The most recognizable part of the coolant system is the radiator. It is connected to the engine with hoses and is filled with coolant. The coolant draws heat off the engine and then goes into the radiator. Air passes through cooling fins to reduce the temperature of the coolant and then it's back to the engine again.

There are several ways for the cooling system to fail. Most common is with the coolant itself. Coolant is a mixture of water and antifreeze. The proper mixture keeps the coolant from either boiling away or freezing. Both of which can result in massive engine damage.

Another very important coolant issue that is often overlooked is the age of the coolant itself. Antifreeze has additives that protect the coolant system from corrosion. As these additives are depleted over time, they can't protect the radiator and other parts from rust, scaling and corrosion. Old coolant may still keep your engine cool, but it won't protect it from corrosion.

If you see a warning message to check the coolant or if the temperature gauge is in the hot zone your cooling system needs to be checked. It's OK to add water or antifreeze yourself. But you need to be cautious. Remember four things.

First, you never want to open the radiator pressure cap. You could be severely burned.

Second, try to get to your Columbus service center at Tires First Inc immediately if your coolant is low. If that is not possible, follow the directions in your owners manual - it will direct you to only make additions to the coolant overflow bottle.

Third, remember that you need a proper mixture of water and antifreeze. If you make an emergency addition to your cooling system, follow-up with your Tires First Inc service center where we can make necessary corrections.

Fourth, not all cars use the same type of antifreeze. You need to check your owners manual to make sure you use the right kind. Mixing antifreeze types or using the wrong kind of antifreeze may void the manufacturers warranty on your cooling system. Again, another reason to rely on your Tires First Inc service center in Columbus to do things right.

Remember, your Columbus service center has the equipment to change your coolant quickly and inexpensively.

What To Do After You Buy a Used Vehicle in Columbus

10 May 2012 11:43:57 EST

So you’ve bought a used car in the Columbus area. How do you know what you’re getting? It is hard to know what you’re getting because people in the Columbus area sell cars for different reasons. Think about why you’ve sold cars. Did you just want something new or were there problems that you wanted to run away from. Maybe it was a little of both.

Used cars with 25,000 to 35,000 miles on them are often lease returns, corporate program cars or vehicles that have done duty in rental fleets. We feel pretty confident because they’re newer and may still be under warranty. But how well have they been maintained?

If you plan on owning a car for a long time, you’ll keep up on the maintenance so that you can avoid expensive repairs down the road. But, if you know you’re only going to have the car for two or three years, you may not be so committed to maintenance. It would be easy to think that skipping an oil change here and there wouldn’t ruin a brand new engine. Then it’ll be someone else’s problem when it comes time to pay for the damage.

It would be very tempting to skip the 30,000 mile service if you knew you’d be turning in your leased vehicle in a couple of months.

If the vehicle didn’t come with maintenance records, you need to assume the worst. Most likely the coolant system and transmission have never been serviced. The cabin air filter has probably not been changed and a fuel system cleaning may be in order.

You’ll want Tires First Inc to check the air conditioning, battery, engine air filter, serpentine belt and hoses. An inspection at Tires First Inc is well worth the cost.

And if your “new” used vehicle has more miles on it, an inspection is even more important. Check your owner’s manual or talk with your service advisor at Tires First Inc (call 706.563.5555) about what should have been done. Please don’t forget the timing belt; that can be very expensive if it fails.

Tires First Inc will help you with a plan to take care of critical services and get the rest caught up. If your budget won’t allow you to take care of everything right away, we can help you prioritize your needs and get it taken care of over the next several months. And remember to keep your maintenance records. They’ll help you get top dollar when it’s time for you to sell.

Tires First Inc
5454 Miller Road
Columbus, GA 31909
706.563.5555

Power Steering Service Near Cataula

10 May 2012 11:42:46 EST

For most of us living in the Cataula area, it is hard to remember life without power steering - cranking those great big steering wheels? It was a pretty good workout. Now power steering is standard. The heart of any power steering system is its pump. The pump pressurizes the power steering fluid that provides assist for steering. Most pumps are driven by a belt that is run by the engine - a few are electrically powered. A high-pressure hose passes fluid from the pump to the steering gear. A low pressure hose returns the fluid back to the pump.

These hoses can develop leaks, so it is a good idea to inspect them at every oil change. Low fluid can damage the power steering pump. That is why fluid level is on the checklist for a full-service oil change. The fluid needs to be compatible with the hoses and seals, so check your owners' manual for the right type - or just ask your service technician at Tires First Inc.

The fluid cleans, cools and lubricates the power steering system. It breaks down as the years go by and collects unwanted moisture, so it needs to be replaced from time to time. Many manufacturers specify power steering service intervals. Unfortunately, this important service is sometimes left off the maintenance schedule for many of us in Cataula. So, when in doubt, every 25,000 miles/40,000 km or two years is a good fallback. Your Tires First Inc service center in Cataula will use a detergent to clean the system, flush out the old fluid and replace it with the good stuff.

Here are some warning signs of trouble with your power steering: It's harder to turn the wheel, there's erratic power assist, you hear loud whining coming from the pump (which may be difficult to hear over the loud whining coming from the backseat), you have to top-off the fluid frequently, or you hear squealing belts. Remember to never hold the steering wheel to the far right or left for more than a few seconds at a time. That will wear out your power steering pump real fast.

Other steering components can be bent or damaged from wear or hard knocks. Ball-joint, idler-arm, steering-gear, steering-knuckle and tie rod to name a few. Warning signs here are steering play, wandering, uneven tire wear, and off-center steering wheel. An annual alignment check at Tires First Inc will reveal bent or damaged steering components.

Most SUV's, pick-ups and rear-wheel-drive cars need regular front-wheel-bearing service.

The bearings should be cleaned and inspected. If they are excessively worn, they need to be replaced. The bearings are then repacked in clean grease. It's also recommend the wheel-seal be replaced when the bearings are serviced. Like everything else, check your owners' manual maintenance schedule. It's usually required around every two years or 40,000 miles/64,000 km. If you drive through water in the Cataula area, the bearings will need service more often.

Tires First Inc
5454 Miller Road
Columbus, GA 31909
706.563.5555

Air Conditioning Service In Columbus

10 May 2012 11:40:42 EST

Hey Columbus, GA Do you hear loud noises under the hood when you turn on your air conditioner? Do you only get cool air sporadically? If so, it is time to get your air conditioner checked. It's real easy to take your car's air conditioner for granted. Just push the right buttons and out comes cool, dry, clean air. But your air conditioning system needs attention from time to time to help it keep its cool.

When most people in Columbus hear the words "air conditioning problems", it sends a shiver up their spine. That is because the air conditioning system is fairly complex. It has a lot of parts and when it's broken, it's expensive to repair.

What things can we do to prevent air conditioning breakdowns?

A common cause of air conditioning failure is leaks. Water and air can leak into the system. The system doesn't work as well with air in it. And water can cause rust that leads to damage of the A/C components. Also, refrigerant, the stuff that makes the air cold, can leak out, reducing the efficiency of the system, making it work harder to cool the air. Periodically evacuating the air conditioning system and recharging it keeps the proper amount of clean refrigerant in the system so it cools better and lasts longer.

You should also run the air conditioner regularly, even in a frosty Columbus winter, so that it lubricates itself and keeps the seals from drying out, which leads to leaks. Your owner's manual will have recommendations for how often to service your air conditioner. Of course, if it's not working right, now is the time to get it checked. Tires First Inc can inspect and test your air conditioning and offer evacuation and recharge services. This goes a long way to avoiding having to bring your air conditioner in for major repairs.

New environmental laws have stopped the manufacture of Freon, a refrigerant that was common in cars made before 1993. There is a very limited supply of Freon so the price is very steep. It may not be worth its weight in gold, but it probably is worth its weight in silver. If you have an older vehicle that uses Freon, you may want to consider having it retrofitted to use the new R134-A refrigerant. It will pay for itself in the long run. So, if your AC is just a lot of hot air, bring it in to Tires First Inc for an inspection.

Tires First Inc
5454 Miller Road
Columbus, GA 31909
706.563.5555

Differential Service

10 May 2012 11:28:34 EST

Here at AutoNetTV, we have viewers, like you, from all across the country who write to us with questions or feedback. One common question we're asked is: What is a differential and what does it do? You may have been told your differential needs service, or seen it as an option up on the service menu. Differential service covers a lot of things, so let's first talk about what a differential does.

As you drive through a turn, your outside wheels and inside wheels turn at different speeds. Kind of like the cars going around a race track - the ones driving in the outside lanes have a greater distance to travel than the cars in the inside lanes. The differential is what allows the outside and inside drive wheels to rotate at slightly different speeds so that the tires don't hop or skip while taking corners, or lose traction in dirt or snow. Differentials have gears in them that transfer the power from the drive train to your wheels - which is why they're often referred to as gear boxes. The gears need to be very strong to do this work, and they need to be properly protected so that they'll last.

All vehicles have some form of differential. If you have a front-wheel drive car, your differential is often called a transaxle and is located in the front. If you have rear-wheel drive, the differential is in the back of the car. If you have a four-wheel drive vehicle, you will have a differential in the front and the back - and in the middle as well. The center differential adjusts for differences in speed between the front and rear wheels.

Differential fluid lubricates and cools the gears. Over time, the fluid can get dirty from bits of the gears grinding off. The additives that keep the fluid clean and protect the differential break down over time. So your vehicle manufacturer has scheduled intervals for you to have your differential fluid changed.

Differentials are hard working mechanisms, and, along with the gears in a manual transmission, need to be serviced regularly with high-quality, replacement fluid. Your Cataula automotive service advisor can give you more information as to when your next differential service is recommended. You can also ask if they have a record of when the service was last completed.

As with most service intervals, if you are driving under more severe conditions, you will want to service your differential more frequently. "Severe service" conditions are defined in most owners' manuals, and include: frequent starts and stops, short trips, cold weather, hot weather and towing. All these conditions add to the stress of the vehicle and its parts. Also, off-roading in GA can be especially hard on differentials, especially if you cross streams. Proper service will extend the life of your gears and keep them running more smoothly. If you have never had your differential checked, visit contact-us for more information.

Suspension Service In Columbus GA

10 May 2012 11:26:16 EST

When you hear the word 'suspension', you may think back to those energetic days of grade school. Well, your car’s suspension is actually a good thing because it keeps your car up off the road and helps provide a comfy ride. It needs to keep your wheels firmly planted over bumps and through curves. Your suspension system has many parts. If you look under your car, it’s basically everything that connects your wheels to the car’s frame. These are heavy duty parts that do a lot of work. They need to be inspected for damage and excessive wear at least once a year. A good time for this is when you get your annual alignment service.

Here are some warning signs that your suspension may have problems:

the car pulls to one side;

it wanders;

the steering is erratic;

you see uneven tire wear;

you experience a poor ride or handling;

you see oil leaking from shocks

. . . You just don’t feel in control when you’re driving.

Some suspension parts just wear out with use. Shocks and struts eventually lose their ability to control your ride. Wheel bearings need to be repacked every couple of years. And some suspension pieces need to be lubricated when you get your oil changed. Your service advisor at Tires First Inc can oversee an inspection and tell you what problems you may have.

If you’re in an accident, your suspension can be damaged or knocked out of alignment. Even a minor accident, like hitting a curb around Columbus or even a large rock can mess things up. With a minor accident it’s tempting to just get an alignment or wheel balance to correct the problem. But if there’s some damage, a simple alignment won’t actually fix the problem, and you’ll just have to align it again after the repairs are made. So if you have an accident, get your suspension system inspected right away. Suspension problems should be fixed immediately because they can lead to unsafe handling.

One big cause of suspension damage is potholes – those nasty magnets that seem to draw our tires right into them. Well, Here are some tips for avoiding damage from potholes: First, keep your tires at their full air pressure. That gives tires their maximum resiliency and will hopefully keep your wheels or other suspension parts from crunching on a big hole. Next, just pay attention. When you see a hole you can’t miss, slow down before you hit it. Driving at a slower speed will limit the damage, and may keep your drink from spilling. But don’t brake directly over the pothole. That will cause the car’s weight to shift forward and add to the potential damage.

Tires First Inc
Give us a call today at 706.563.5555.
Or stop by at 5454 Miller Road, Columbus, GA 31909

'Quality-Performance-Value' Builds Success From Top to Bottom

31 Jan 2012 11:24:00 EST

Our location is not where anybody would come and say, 'a tire store would be good there,'" admits Tom Hargrove, co-owner with Mark Morrison of Tires First in Columbus, Ga.

The shop is located on a tree-lined road not far from a tank farm and across from a residential neighborhood. Nevertheless, they still get plenty of customers.

Enough that last year, they sold almost 24,000 tires from their one location, not including sales to car dealers and more than 2,400 retreaded commercial tires that passed through the business.

The company has a healthy mix of business that includes retail, commercial and government (school bus fleets, local, state, federal and military customers plus government contractors). Overall, tires account for 65% of total sales, with vehicle service making up the remaining 35%. The regional market has a population of approximately 210,000, not including a growing number of army personnel at nearby Fort Benning.

Morrison and Hargrove represent the second and third generations in the automotive business in their families. Morrison, 53, whose father was in the wholesale tire business, started working with Tires First's previous owner in 1982. Hargrove, 58, was with Michelin 14 years before he joined the company in 1994. The pair had an opportunity to buy the business in November 2002 and immediately rebuilt the office, added bays and purchased new service trucks.

"We committed to action with this partnership," says Morrison. "Our main focus was to the customer and to the community." Each partner has chosen his duties, and they play to each other's strengths. "I don't question him and he doesn't question me. It's a great relationship," Morrison adds.

It Pays to Advertise

The partners doubled the store's annual sales in a mere seven years. Traffic continues to grow; the company's 32 employees sometimes see more than 100 vehicles a day move through the sprawling, 28-bay facility How do they maintain such growth? "We work our butts off!" Hargrove answers with a hearty laugh. He then reveals one of the secrets to their success. "We advertise like crazy. When the economy gets slow, we actually beef it up to get more awareness."

Adds Morrison, "We use all of our earned co-op advertising plus much more from Tires First." Their primary means of advertising is TV, where they sometimes spend $10,000 a month running commercials on two local network affiliates, as well as in cable packages.

"It is not the fact of having a commercial, but branding ourselves," Morrison explains. In 90% of the commercials, the co-owners hammer on the company's "Quality-Performance-Value" slogan. The result is this message has stuck in the community's mind.

Billboards have been another way the pair get name and face recognition within the community. Now, with digital electronic billboards, they have the ability to change the board within one hour via e-mail, and to run daily specials if they want, which puts them another step in front of the competition. In fact, one of their digital signs is situated across the street from a competitor, Morrison notes.

They also buy print ads in high school sports programs, have signs at area baseball and football fields, advertise in a regional magazine and even have their company's name printed on score cards used at the local military base golf course. Tires First is just getting started with Facebook, thanks to help from Morrison's college-age daughters.

Personal Relationships Key

Having their faces appear nearly everywhere in the community has paid off. "People know us," says Hargrove. "It sounds corny, but our customers are our friends. They know about me and my hobbies, I know about them and about their kids going to college. Columbus is a big city, but yet small enough that we know the people and give them that personal touch they want." One or both owners that customers see in TV commercials greet and take care of everyone who comes in the door.

The partners know customers usually aren't happy about having to spend money on their vehicles, so they try to make them feel comfortable during their visit. For this reason they offer a coffee bar, hot tea, cappuccino machine and chilled bottled water without charge. Live plants help to make tIle waiting room more inviting, as do Internet service and big-screen HDTV There's a free shuttle to take customers to work or home, but "some customers elect for us to take them to the mall to shop," says Morrison. "During deer season, it is not uncommon for us to have a grill going in the morning with some deer sausage. The customers always like tasting this treat," he adds.

Community-Involved

"Without a community, no business can be successful," says Morrison. The partners help the community grow by giving it support and being involved. "We are always there with the schools, churches and non-profit organizations," he adds. When fund-raising is requested, the company is quick to donate oil changes for raffles or door prizes. Tires First supports the Red Cross, Cancer Society, Autism Society, Boys Club, Carpenters Ranch, Little League and Boy and Girl Scouts with donations and gift certificates.

Two employees of the Tires First team donate their time to help coach high school football and wrestling. "This is a win-win situation," according to Morrison. "The parents respect the time our employees put in and we gain new customers."

The store manager also serves as a volunteer for the State of Georgia Wildlife and Fisheries. He trains, teaches and certifies hunters so they can obtain a hunting license. Tires First allows its waiting room to be used for evening training sessions. "It's good for community involvement, but it also brings people into our store," says Morrison. This community service has been aired nationally on ESPN, further increasing the public's awareness of Tires First.

Business Challenges

"Our largest obstacles have been working through growth," says Morrison. "We could use another 10 bays, but we're geographically challenged right now," says Hargrove. They are scouting a new location, but have not decided whether it will be a move or a second location. The present location is in an area that has seen much growth over the past decade.

One new neighbor that moved in just down the road last year is a well known big-box retailer (you know, the one that has headquarters in Arkansas) . But Mark and Tom are not alarmed and don't fret about lost sales. To the contrary, they credit the big retailer's tire center with actually sending them business.

"We get their overflow," says Morrison. "They're only going to do so much, so when they get broken studs or brakes and alignments they can't do, we end up getting that business." Hargrove credits having built a relationship with the local managers at the big-box tire center for being able to get those referrals. "If anything, we gained a whole lot more than we potentially could have lost," he adds.

Tires First's standing in the community also helps. Hargrove continues, "A lot of customers know us, and come in with quotes from me big-box retailers and ask, 'Would you meet this price? I'd rather buy from y'all.' With everything we offer, we always take the order."

Can they still turn a profit? "You have to look at the total ticket, not just the tires, for me gross profit," he explains. "You may suffer a little bit on tires, but then you can pick up an alignment or brake service." Plus, if it's a program tire, the extra volume helps him to qualify for a lower price from the distributor.

Another challenge from growth has come in the commercial side of the business. Tires First became a Michelin retread associate dealer through Snider Tire in Columbus, hiring the manager and managing the accounts.

Then Snider moved out of town, trusting Tires First to service its accounts. "This is a great growth potential ," says Morrison. "With both companies having similar goals, the transition has been challenging, but very achievable. We are looking to more success through this transaction."

Another Secret to Success

Whenever possible, the partners make use of their vendors' marketing expertise. "We have had ATD and Michelin benchmark Tires First. We are able to look at ratios of similar businesses and try to improve our standings," says Morrison.

He believes every tire dealer should take advantage of this tool, since it gives you a look at the entire business averages of dealers your size.

» Read Actual Article

Consistency for Results

16 Jan 2012 14:56:35 EST

Mark Morrison, co-owner of Tires First in Columbus Ga., states very clearly that having the owner as spokesperson “just works for us.”

“We’re afraid to change it,” he offers. The single location dealership has 24 bays and handles both retail and commercial (truck to OTR to farm) customers. Things are so busy, both Morrison and his partner, Tom Hargrove, work at the sales counter five to six days a week.

In Morrison’s opinion, being the spokesperson only works if you actually work in the store and are visible to customers. They know who you are, he says, and “they feel like they have a friend when they see us working in the store. It makes it easier to sell.”

In Morrison’s case, some other family members got involved. Morrison’s daughter appeared in a commercial extolling Tires First’s brand choices. Despite the pretty face, business fell off a little so Hargrove and Morrison went right back to appearing in the spots themselves.

Their advertising slogan is “Quality, Performance, Value, – Tires First” and they use it in every spot. Some spots have Morrison and Hargrove coming in just at the end, presenting the slogan. Often that is all that is needed. Appearing briefly can validate your company’s message and can be as powerful as appearing in the entire spot.

The co-owners also like to get out in the community. Their latest TV commercial was shot at nearby Ft. Benning, and they included a 10% military discount offer in the ad.

Being your own spokesperson will “separate your business from others by making it more personal,” says Morrison. “I want local people to see who we are and what we do.”

By Rick Barnhart
(from Tire Review: Everybody's A Star [Dec 11])

Latest Commercial - "Proud"

21 Sep 2011 09:22:10 EST

Watch Tires First - Proud directly on YouTube!
or watch it in High Definition!

Michelin launches Bib online chatbot feature

27 Jul 2011 09:19:19 EST

GREENVILLE, S.C. (July 26, 2011) — Michelin North America Inc. has launched a chatbot feature on its corporate website that allows visitors to “chat” with the tire maker’s mascot, Bibendum.

The animated character appears on the home page of the site, and provides “a human-like interface between users and the Michelin brand,” the Greenville-based tire maker said. It is capable of chatting in both English and French, the company’s two official languages, and is programmed to discuss about 10,000 different topics each month.

Michelin said the Bibendum chatbot serves as a visual agent to guide visitors around the website and answer questions about the company and Bib—including even his pastimes and favorite food.

The new website feature was developed in cooperation with VirtuOz, a French-U.S. firm that specializes in creating intelligent virtual assistants, and video interface design company Cantoche. The Bibendum chatbot offers “a higher level of performance than the market standard in terms of the quantity of information provided, the quality of the interface and the expressive range of the animations,” Michelin said.

Link

Michelin salutes final space shuttle flight

22 Jul 2011 14:06:41 EST

GREENVILLE, S.C. (July 21, 2011) — With the touchdown early today of the space shuttle Atlantis, it’s more than just the end to an era of U.S. space travel — it’s the end of a tire supply pact for Michelin North America Inc., which has been the sole provider of tires for the spacecraft.

Michelin has been manufacturing space shuttle tires at its Norwood, N.C., aviation tire plant since the U.S. shuttle program began more than 25 years ago.

Ron Olds, vice president of sales for Michelin Aircraft Tires, called the final landing for the shuttle “a proud moment for Michelin and NASA to watch the close of the space shuttle era. The final landing closed a 30-year chapter in American history that showcased some of the greatest technological advancements spurred on by the American spirit.

“Every aspect of the shuttle program—down to the tires designed to dependably return the spacecraft safely to earth—is a tribute to the American ‘can do’ attitude.”

A Michelin press release described how the space shuttle’s tires functioned under extreme conditions, including handling landings at speeds up to 288 mph and carrying loads as much as three times that of a Boeing 747 tire, which the Greenville-based tire maker said “is the equivalent of a 40-car starting line-up at a NASCAR race.”

Each shuttle tire weighs about 230 pounds and takes approximately six hours to build. The space shuttle takes six tires—four main-landing gear and two nose-landing gear tires—to land. The shuttle tires are inflated up to 373 psi and use nitrogen, which best maintains pressure in varying altitudes and extreme temperatures, according to Michelin.

With the U.S. shuttle fleet now retired, the vehicles will become museum pieces at various locations, including in the Smithsonian Institution in Washington, D.C.

Vandals slash 50 tires on postal trucks

18 Jul 2011 00:42:38 EST

COLUMBUS, GA (WTVM) - If you noticed your mail came a little later than usual, it's because your postal worker may have been putting their car back together after vandals slashed their tires. But it wasn't just one vehicle, police say multiple cars were affected.

Columbus Postmaster Barbara King said, "We noticed it when the sun came up, about 7 o'clock this morning. It's going to take about four hours to get everything done."

Instead of loading their vans with mail, postal workers are changing tires. That's because vandals slashed the tires to 25 vehicles over the weekend.

"We had approximately 25 vehicles damaged this morning, approximately 50 tires were slashed here at the carrier annex," King told News Leader Nine.

King added the damage caused to these mail trucks is really costing the postal service, in more ways than one, "We lost about $4,000 in damages this morning and it also may impact the normal times our customers will receive their mail."

Because the mail trucks are government property, the vandals are facing federal charges for slashing the tires.

"It's a terrible thing to happen. It has happened at the carrier annex before and we've turned the information over to the police so we're hoping that they can find out who did this terrible thing this morning," said King.

The United States Postal Service did have security cameras posted here in the parking lot and they are working with the Columbus Police Department to figure out who the suspects are. If you have any information on this crime, please call Columbus police at (706)653-3300.

By Taylor Barnhill
Link

Michelin unveils new truck tire for refuse applications

18 Jul 2011 00:40:08 EST

XZU®S2 Tire for Urban and Refuse Uses, New Size for XZU®S Pre-Mold Retread

GREENVILLE, SC -- (July 11, 2011) -- Michelin Americas Truck Tires (MATT) is introducing a next generation tire and a new retread size offering for refuse applications. The MICHELIN® XZU®S2 tire delivers up to a 20 percent increase in removal miles over its predecessor the XZUS tire. The new XZUS 280 retread size completes the XZUS Pre-Mold retread line for the most commonly used sizes in refuse applications.

"Refuse trucks need tires that stand up to the rigors of the environment. These applications need extreme sidewall protection, scrub resistant treads, and maximum retreadability. The XZUS2 tire provides higher removal mileage, improved retreadability, and the protection to keep the vehicle up and running, even in the most difficult applications", said Ted Becker, vice president of marketing for Michelin Americas Truck Tires.

The XZUS2 tire featuring Co-Ex Technology provides a 20-percent increase in wear life, as compared with its predecessor, the MICHELIN XZU®S tire. Co-Ex Technology combines a scrub-resistant compound for long tread life and a cool base tread compound to reduce temperatures in the crown area and preserve the casing. For application-specific protection, the tire features a robust shoulder design and protector ribs, as well as an optimized bead design which improves retreadability. The tire is available in a 315/80R22.5 size.

The latest size offering for the popular XZUS Pre-Mold Retread, the 280 tread size, extends the ability to maximize the tire lifecycle in refuse applications. The XZUS Pre-Mold retread line, including the new 280 size, also comes with Co-Ex Technology, which preserves casing life and optimizes removal mileage.

Dedicated to the improvement of sustainable mobility, Michelin designs, manufactures and sells tires for every type of vehicle, including airplanes, automobiles, bicycles, earthmovers, farm equipment, heavy-duty trucks, motorcycles and the space shuttle. The company also publishes travel guides, hotel and restaurant guides, maps and road atlases. Headquartered in Greenville, S.C., Michelin North America ,www.michelintruck.com) employs more than 21,400 and operates 18 major manufacturing plants in 16 locations.

For more information, visit michelinmedia.com

Link

Goodyear closes TN plant

18 Jul 2011 00:36:42 EST

Goodyear Tire & Rubber Co. said it has stopped production at its tire manufacturing facility in Union City, Tenn.

The tire maker announced plans in February to close the plant by the end of the year, but said this week that it was able to transfer production to other facilities faster than expected.

As a result of the accelerated closure and related severance expenses to about 1,800 people, Goodyear said it plans to record additional after-tax charges of about $20 million.

Most of the charges will be recorded in the second quarter of this year.

The company said it plans to detail the timing of charges and savings when it releases its second-quarter earnings.

Link