How Does a Goodyear Online Tire Sale Stack Up? - Tire Review Magazine

How Does a Goodyear Online Tire Sale Stack Up?

While media everywhere were distracted by Goodyear’s move to “next generation” silica, most paid no attention to the official launch of its online tire sales scheme. Chicagoland was chosen for the rollout, which rolled out May 5. So with a worthy Zip code in hand, we set off to see how the system worked….and, more importantly, how much tires and installation would run the Average Joe or Jolene.

We decided to focus on the four vehicles IntelliChek uses to collect tire price data for our monthly Market Pricing feature. The vehicles are quite common, and all fitments were OE sizes.goodyear-online

Those are:
• 2011 Toyota Corolla LE – Size 205/55R16
• 2008 Nissan Altima SE  – Size P215/55R17
• 2010 Ford F-150 XL 4×4 – Size P265/70R17
• 2010 Chevrolet Silverado 2500HD 2WD – Size LT245/75R16

We rang up searches on Goodyear.com, TireBuyer.com, TireRack.com and 1010Tire.com, all using 60623 as our target Zip code.

For the 2011 Toyota, we selected the Assurance ComforTred Touring, which comes with an 80,000-mile warranty. Here’s how the prices compared:

• Goodyear.com: $147 each
• TireBuyer.com: $128.30 each
• TireRack.com: $130 each
• 1010Tire.com: $166.99 each

With the 2008 Nissan, we selected the Assurance TripleTred All-Season.

• Goodyear.com: $155 each
• TireBuyer.com: $143.99 each
• TireRack.com: $133 each
• 1010Tire.com: $166.99 each

On the 2010 Ford F-150, we looked at the Wrangler All-Terrain Adventure with Kevlar.

• Goodyear.com: $209 each
• TireBuyer.com: $249.99 each
• TireRack.com: $227.99 each
• 1010Tire.com: $237.99

And, finally, for the Silverado, we selected the Wrangler MT/R with Kevlar.

• Goodyear.com: $245 each
• TireBuyer.com: $240.99 each
• TireRack.com: $216 each
• 1010Tire.com: $273.99

In most cases, a buyer could receive a $60 rebate on a purchase of 4 tires; the rebate was not calculated into the prices shown here. 1010Tire.com never mentioned the rebate, but as you can see they were pretty hefty with their pricing.

In only one instance did Goodyear.com out-price its online brethren and that was with the F-150.

We made no attempt to shop other independent dealer brick-n-mortar stores or other retailers as we did not have a clear view of which were within the 60623 Zip code.

As far as the much discussed installation price a Goodyear.com purchaser would face (the money that supposedly goes straight to the servicing “authorized dealer”), the recommended installation site was shown as 2.4 miles from our phony location, and the prices shown covered “parts and labor.” On two of the vehicles, the install price was $99.80, and on the other two it was $119.80. And, no, the higher price was not for the pickups; both the Nissan and the F-150 had the higher install price.

Keep in mind, too, that shipping costs were required with most of the other online options, and certainly consumers would face a similar fee for installation at a brick-n-mortar location.

We know this is not a comprehensive comparison, and this is one metro market out of an entire country – and, of course, we do not know individual dealer prices for these tires. But, whether intentional or not, the per-unit prices we ran on Goodyear.com seemed to be middle of the road, not too high, and certainly not too low.

You May Also Like

The Benefits of Continuous Learning in the Tire Industry

The first step in any successful training program is to identify what’s important for your staff to learn.

training-shop

As you have likely experienced firsthand, the past few years have seen rapid changes in the tire industry. Supply chain delays, labor constraints and the shift to electrification—among countless other macro challenges—are constantly requiring dealers to reevaluate their business strategies and operations to adjust to the current environment. It’s critical that flexibility and resiliency remain top-of-mind as dealers navigate these obstacles. One way to remain agile is fostering a culture of learning and development for your staff. At ATD, we’ve found that integrating technology, insights and data analytics into our reskilling and training programs is helping to create sustainable solutions. By understanding the importance of training and how to build an effective program, you, too, can take advantage of the many benefits for both you and your business.

Mass. Lawmakers Could End Right to Repair Impasse

A Boston Globe editorial suggests that the state legislature “might be able to break the stalemate.”

Mass-lawmakers right to repair
AI & Your Tire Shop: Using it to Your Advantage

AI could revolutionize the tire industry. It’s time to adapt and invest for success.

AI Stock image
Finding TPMS Sales & Maintenance Opportunities

Follow five steps to keep TPMS systems functioning properly.

Low-PSI-TPMS
Airless Tires Represent Another Milestone Breakthrough

Airless tires, a potential game-changing breakthrough, may become mainstream by 2024.

Goodyear-airless

Other Posts

Six Solutions for Recruiting and Retaining Talent

Tire dealers are actively recruiting and retaining employees through job postings, employee benefits and more.

Telle-Tire-Top-Shop-5-1400
Top Technology Trends Shaping the Tire Industry

Implementing technologies such as artificial intelligence and digital scanning technology can allow tire dealers to efficiently and accurately gather data to improve a customer’s driving experience.

DOT mobile tire scanner anyline
Adopting a Solutions-First Mindset

The latest digital edition of Tire Review delves into shop solutions for business issues.

software-solutions-stock
Four Keys to Creating a Succession Plan That Works

Do you have a plan in place to ensure your business maintains its success after you leave?

key-succession