Gut Ding braucht Weile

Es ist schon ca. 35 Jahre her, seit die Deutsche Goodyear seinerzeit mit “Reifen- und Autoservice Kempen” die ersten Gehversuche im Autoservice machte. Der Autor gehörte seinerzeit dem Team bei Goodyear an, das den Autoservice im Reifenhandel initialisierte. Heute kann die Nachfolge-Organisation “Premio” mit Fug und Recht behaupten, Klassenprimus zu sein.

1 - What are the main tire trade trends in Europe?

Basic comments:
Compared with other automotive aftermarkets like parts, glass, body and parts the margin of the tire business is on a low level. That is primarily based on:
  • Intensive cutthroat competition with a strong entrance of new competitors (online, car dealers, IAM garages accompanied with decreasing target groups like mass merchandizers and gas stations.
  • branding policy of all tire manufacturers with a lot of brands from premium level to low budget level and private labels (is forcing cannibalization combined with lower margins)
  • one of the biggest negative influence factors is the conservative and passive wait and see attitude of most of the traditional tire dealers.
From these points of view – especially based on the low and decreasing margin development – the B2C business combined with online routing strategies and additional business fields like auto service will get more and more importance in the future.

Now and near future:
  • Increasing online business (B2C) web shops (car parts webshops in germany report).
  • Increased expansion of online customer routing to own chains/distribution partners.
  • Increased expansion of B2C business
    • Direct delivering in the supply chain from tire manufacturers to repairers/fitters. That means forcing the retail business.
    • Increased expansion in controlled chains of auto service business in fact of better margins.
    • the increased cutthroat competition is countered by appropriate marketing activities like permanent price screenings, permanent medium-term business plans etc. instead of price deductions
  • Rebuilding the controlled distribution of tire manufacturers from controlled distribution to hard franchised chains (cost savings and stronger identification of the entrepreneur).
  • Stronger building up auto service
Distant future:
  • Discovering niche target groups like IAM garages including the parts distributors with the high frequenced just in time delivery.
  • Partnership with garage online portals like Fairgarage, Ebay/autobutler, Bosch Drivelog (see garage online caomparison portals).

Viele Reifenhändler betrachten den Autoservice „stiefmütterlich als Mitnahmegeschäft“, befindet Helmut Wolk von Wolk After Sales Experts. Anstatt sich kompetent und mit Nachdruck um das margenstarke Wachstumsgeschäft zu kümmern, beschränken sich viele darauf, ihrem Handelsnamen den Zusatz „Autoservice“ beizustellen und vertrauen darauf, damit Kompetenz zu signalisieren und Kunden auf den Hof zu locken. Laut Helmut Wolk, Jörg Meding und Zoran Nikolic, die der NEUE REIFENZEITUNG im Interview zu Werkstattsystemen und Autoservice Rede und Antwort standen, werde damit ein riesiges Potenzial verschenkt. Die Zukunft wird zeigen, inwiefern dies verzeihlich ist, muss der Reifenhandel sich doch neue Geschäftsfelder erschließen.