Alignment needed for tyres to reach full label potential, says Pro-Align

Tyre labelling regulations that come into force the week after next offer switched-on workshops an even greater opportunity to sell profit-boosting wheel alignment checks, opines wheel alignment specialist Pro-Align. The label is expected to help retailers move from a primarily price-based, commodity style transaction to a more consultative approach, based on differentiated customer needs or preferences – “a perfect scenario for educating drivers about wheel alignment,” the company says.

“The new tyre labels mean that workshops now have an ideal opportunity to consult properly with customers to explain to them about the different characteristics of tyres and equally, understand the customers’ requirements,” explains Pro-Align managing director Paul Beaurain. “As part of this process, it is an ideal opportunity to underline the importance of correct wheel alignment, not least to ensure the tyres perform as their label suggests.”

As part of its customer consultation process, Pro-Align advises workshops to remind drivers that unless wheel alignment is checked at the time of tyre replacement, the new tyres are unlikely to achieve the same levels of performance as indicated on their label. This could lead to greater noise, higher fuel bills and reduced vehicle safety. What’s more, cars suffering from misalignment are likely to experience uneven or rapid tyre wear, meaning they will not deliver their optimum mileage.

“With nine out of ten cars suffering from some form of misalignment, alignment checks should be seen as an integral part of the tyre replacement process not an optional extra,” adds Beaurain. “By taking just a few minutes to explain these issues to customer and then carry out the checks, workshops are likely to unlock a host of other servicing opportunities.”