Learning Center
Plans & pricing Sign in
Sign Out
Get this document free

Industry Milestones

VIEWS: 485 PAGES: 48

									PM 40014105

              volume 7 / Number 1 / february 2010 / $4,95


              Atlas Tire Wholesale Inc.
              Industry Milestones
              Rise to the Top
                                            Ultra-high performance all-season tire.
                                            Rim Diameter 16"-24".

Ultra-high performance summer tire.
              Rim Diameter 16"-21".

 Contents                                                                                                                                                        february 2010

14       COVer stOrY                                  34
 f e at u r e s
     8       Leader Profile                           26                  New Products
             Leading the Way                                              Tires for 4x4s

     9       Tire Dealer Insurance                    34                  Evolution
             Leading the Way                                              Asian Tires: Better Than They Used to Be?

     14      Industry Milestones                      36                  Aftermarket Wheels
             Atlas Tire Wholesale Inc.                                    Back to the Classics

     16      Scan Tools                               38                  Tire Business Directory
             Impossible to Do Without…
     20      Performance Tires
             Offering the Best Replacement             4 .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . Editorial
             Tire Possible
                                                       6, 7, 33  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . Industry News
     24      North American International Auto Show    10, 12  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . Commercial Tires
             Tires Still Make the Show!
                                                       46  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . Advertisers

     GET READY...
     BE TIRE SMART WEEK, MAY 17-23 2010

                                                        Do you take the time to commend your staff,
                                                        recognize their successes, and celebrate their
                                                        individual accomplishments? Remember—
                                                        you are successful because of your employ-
                                                        ees, not in spite of them.
                                                                                                           Rémy L. Rousseau
                                                        Clients and suppliers
                                                                                                           Contributing Editors
                                                        As you look forward to a better 2010, take the     Éric Descarries
                                                        time to look back at the not-so-great 2009         Copy Editor
                                                        and remember the people who kept you in            Shirley Brown

                                                        business—your clients. Have you thanked            Production
                                                                                                           Olivier Rhême
                                                        them for their support and business? They          Valérie St-Cyr
                                                        stuck with you in bad times and they deserve

    Ready for
                                                                                                           Circulation Manager
                                                        your gratitude.                                    Nancy Belleville

                                                        Listen to their needs and wants and do what-       Wendy Allain
                                                                                                           Marie-Hélène Côté
                                                        ever you can to make all negotiations mu-          Denise Prud’homme
                                                        tually beneficial. A win-win attitude is sure to
                                                        create the trust and mutual respect that will
    We have reached the light at the                                                                       Nathalie Plouffe
                                                        see you working with these valued clients for
    end of the recession tunnel.                        years to come.

                                                                                                           Luc Champagne
    Are you ready for it?                                                                                  514-945-1299
                                                        While you’re busy bonding with your clients,

          ime certainly flies when you’re busy. It      don’t forget that you too are a client—one         Réjean A . Rousseau
          seems like yesterday when we were all         that needs to build strong relationships with      450-649-9007
          worried about the recession and won-          your own suppliers. No doubt they are grate-
    dering what 2009 would bring. The past year         ful for your business and for the fact that you    1 year: $19.95 2 years: $34.95 3 years: $49.95
    has been quite the adventure and the worst          supported them during tough times, so why
                                                                                                           Published by
    certainly seems to be behind us. So with 2010       not build on those experiences for even bet-       Rousseau Automotive Communication
    upon us, are you ready for the year ahead or is     ter relationships in the future?
    your mind still in 2009 mode?
                                                        Perhaps you need to give back a little this        455, rue Notre-Dame est, suite 311,
                                                                                                           Montréal QC, H2Y 1C9
    Preparation                                         year, especially if you benefited from your
                                                                                                           T : 514-289-0888 / 1-877-989-0888
    In order to make 2010 the best it can be, may       suppliers’ relaxed terms during the recession      F : 514-289-5151
    I recommend preparing yourself for the chal-        or from their generosity. If you were able to
    lenges and opportunities this year is sure to       work together during tough times, certainly
    bring? Whether you run a retail tire shop, are      you can continue to do so well into a brighter     Tire News Magazine is dedicated to serving the business
    on the wholesale/distribution end of the busi-      future.                                            interests of the Canadian tire industry. It is published four
                                                                                                           times a year by Rousseau Automotive Communication, a
    ness or whether you’re a manufacturer, as a                                                            member of AIA Canada.
    leader it is your responsibility to keep yourself   Finally, let me recommend you visit our unique     Material in Tire News Magazine may not be reproduced in
                                                                                                           any form without written consent from the publisher. The
    fit—physically and mentally—so that you when        bilingual automotive portal,,    publisher reserves the right to refuse any advertising and
    opportunities or challenges arise, you will be      for more great advice and industry insights.       disclaims all responsibilities for claims or statements made
                                                                                                           by its advertisers or independent columnists. All facts,
    able to either take advantage or overcome           We, too, look forward to working with you in       opinions and statements appearing within this publication
    them.                                               2010 and beyond.                                   are those of the writers and editors themselves, and are
                                                                                                           in no way to be construed as statements, positions or
                                                                                                           endorsements by Rousseau Automotive Communication.
    But don’t just look out for “number one.” You                                                          Publications Mail Agreement 40014105. Return
                                                                                                           undelivrable Canadian addresses to
    have to keep an eye on your employees and
                                                                                                           Rousseau Automotive Communication / Circulation
    help them succeed too. No business leader                                                              Department, 455, rue Notre-Dame est, suite 311,
                                                                                                           Montréal QC, H2Y 1C9
    can stand alone. You need great employees
    working hand-in-glove to further the interests
    of your company. So why not take care of these
    valuable employees?                                  Rémy L. Rousseau

4   | Tire News | February 2010 | |

P Zero the Hero: unique in technology and performance.
It offers sporty driving with high quality comfort levels and greater durability.
The new P Zero, already a legend, is the ultimate Pirelli low profile tire, fitted
to the world’s most prestigious cars.
    iNdUStrY NeWS
                                                        Michelin’s Detroit Auto                               Michelin Announces a Tenth
                                                        Show Press Conference                                 Challenge Bibendum
                                                           Michelin had an impressive booth at the              Michelin announced at the North American
                                                        North American international Auto Show in             international Auto Show in detroit that it
    Canadian Tire and COSTAR                            detroit in January. other than showing its            would hold its tenth Challenge Bibendum,
    Sign Agreement                                      Active Wheel, Motor Wheel, eV tire and even           this time in rio de Janeiro. Held for the first
                                                        a French Venturi concept car with Michelin            time in 1998, the Challenge Bibendum in-
       Canadian tire signed a multi-year agreement
                                                        wheel technology, the booth also became               volves participants in road transportation,
    with CoStAr Computer Systems, a provider
                                                        the stand for dr. Patrick oliva, global vice-         vehicle manufacturers, technology developers,
    of automotive shop management software.
                                                        president for Sustainable development for             legislators and regulators and journalists to
    this is part of a major initiative to upgrade
                                                        the Michelin Group.                                   witness what’s new in sustainable mobility.
    Canadian tire’s automotive infrastructure to
    improve the overall service experience.                dr. oliva spoke about fuel efficiency, Co2
                                                        emissions, highly urbanized areas of emer-
       CoStAr’s Shop Management System will
                                                        ging countries, road safety and, mostly, fuel
    provide Canadian tire’s 476 automotive
                                                        economy and how it is directly related to tire
    centres and 5,500 auto bays with world-
                                                        use. He warned his listeners that if some
    class automotive functionality and customer-
                                                        tires improve fuel economy but only last half
    friendly technology.
                                                        as long or double the braking distance, he
       Customers will note easy-to-understand
                                                        advised them not to buy such tires, pointing
    diagrams/pictures of their auto parts, along                                                              Michelin held a Challenge Bibendum in shanghai in 2007.
                                                        out that Michelin is currently working on a
    with installation/repair instructions, which
                                                        fifth generation of green tires.
    can be printed to help diYers. Staff will be                                                              Tire Manufacturers Support
    able to see information from auto part iden-
    tification to labour install times, and ‘how-
                                                                                                              Relief and Recovery Effort
    to-repair’ schematics; customers will have                                                                for Haiti
    their automotive history migrated from one                                                                  in January, many manufacturers got in-
    location to another, allowing CtC to service                                                              volved in supporting relief and recovery ef-
    that customer nationally. Both customer and                                                               forts for Haiti. Among them are a few tire
    vehicle history will be able to be forwarded to                                                           manufacturers, including Bridgestone, who
    another store, along with pertinent informa-                                                              gave some $77,000 to the relief fund as the
    tion to assist the receiving store in welcoming                                                           headquarter in Japan contributed 2.5 million
    the customer with upfront knowledge of their                                                              yens (about $27,000 U.S.) to the Japanese
                                                        Dr Patrick Oliva warned listeners not to buy fuel-    red Cross while Bridgestone in America gave
    vehicle issue; and, customers will benefit          efficient tires that don’t last long enough or stop
    from significantly advanced systems for pre-        short enough.                                         some $25,000 to the Clinton Bush Haiti
    ventative maintenance schedules and new                                                                   Fund and Bridgestone of Costa rica (a coun-
    appointment scheduling capability.                  Yokohama Adds                                         try that was also rocked by an earthquake
                                                                                                              recently) offered $25,000 U.S. to Habitat
    Millions Rolling on Bald                            Sizes to the                                          for Humanity. on the other hand, American
    Tires: RMA Report                                   AVID TRZ                                              manufacturer Cooper pledged $25,000 to
                                                          Yo k o h a m a ti r e                               support the relief and recovery effort for Haiti
       research by the rubber Manufacturers As-
                                                        Corp has added                                        while Michelin in North America also gener-
    sociation (rMA) on more than 7,000 vehicles
                                                        ten new H-rated                                       ously pledged $100,000 to the American
    in the U.S. revealed that more than 11% had
                                                        sizes in the 15-                                      red Cross for the same reason.
    at least one bald tire, which can increase the
                                                        and 16-inch wheel
    risk of a crash, particularly in wet and snowy
    weather conditions. this means nearly 28 mil-
                                                        diameters to its                                      Kumho About to Introduce
    lion vehicles are in dire need of new treads.
                                                        AVid trZ all-season                                   Many New Tires
                                                        touring line of tires. Yet
       Additional alarming statistics in a phone sur-                                                            Kumho tire U.S.A. introduced four new
                                                        these AVids will still show their
    vey found that 64% of car owners did not                                                                  passenger tires and four new medium truck
                                                        3d Adaptive Sipes that change the shape of
    know how to check tread depth and 9% never                                                                tires at its annual dealer sales conference.
                                                        the sipes as the tires wear away, and they will
    check tread depth, said rMA. in addition, they                                                            three of the car tires are considered as
                                                        show their four deep circumferential grooves
    also are ignoring tire inflation pressure. Under-                                                         “green tires.” expect to soon see the ecsta
                                                        and all the features that help them expel
    inflated tires also pose a safety risk, wear out                                                          le Sport KU36 premium ultra-high perform-
                                                        water. the cross-supporting tread blocks
    faster, and increase vehicle fuel consumption.                                                            ance tire, the eco Solus HM Kr22 premium
                                                        still work together to help traction during
       in a similar survey of more than 5,400                                                                 high-mileage tire, the eco Solus Kl21 cross-
                                                        cornering. New sizes include P195/60r15
    vehicles’ tire pressure conducted in March                                                                over, SUV and minivan tire, and the ecowing
                                                        87H; 195/65r15 91H; 205/60r15 91H;
    through May 2009, rMA found that only 9%                                                                  KH30 all-season performance tire. As far as
                                                        P205/65r15 92H; 205/55r16 91H;
    of vehicles had four properly inflated tires, and                                                         trucks tires are concerned, Kumho will soon
                                                        P205/60r16 91H; 215/55r16 93H;
    50% had at least one under-inflated tire—19%                                                              launch the KlS02 and Kld02 steer tires, the
                                                        P215/60r16 94H; 225/55r16 95H; and
    of which had at least one tire under-inflated by                                                          KM01 steer and trailer tire and the KMA02
                                                        225/60r16 98H.
    8 psi.                                                                                                    wide-based on/off road mixed service tire.

6   | Tire News | February 2010 | |
Goodyear Introduces the
Assurance ComforTred
  Goodyear tire & rubber Co introduced a
                         new tire at its dealer
                         meeting in orlando,
                         Florida – the Assur-
                         a n c e C o m f o r tr e d
                         touring. it features
                         what the manufac-
                         turer calls a “dual
                         comfort zone” in the

                         tread to help opti-
                         mize comfort and
                         handling, an asym-                  EVERYTHING
metric tread pattern for refined handling and                YOU WANT YOUR
confident wet traction, and wide circumfer-                  BUSINESS TO BE.

ential grooves to help evacuate water away
from the tread. the tire will be available in
34 “luxury and upper mid-value” P-met-
ric and metric sizes from 195/60Hr15 to
P235/60Vr18. Six sizes are t-rated, 16 are
H-rated, and 10 are V-rated.

Bridgestone Introduces Its
Blizzak WS70 Winter Tire
  Bridgestone Americas tire operations llC
has unveiled its next generation winter tire,
the Blizzak WS70, which will be available
early next summer. the new Blizzak WS70
will be available in 35 t speed rated tires
for 15- to 18-inch wheel diameters in the
70 to 45 series. the Blizzak WS-70 features
the proprietary NanoPro-tech rubber com-
pound, which is more flexible to temperature
         variations, and improved Multicell
              technology for better traction
                on ice and snow. it also fea-
                 tures better water drainage
                   through wider channels.
                    Nonetheless, the actual
                    WS60 will still be avail-
                    able, as well as the lM60
                                                             Aspiration is one thing, support is another. We’re the largest
                    and dM-V1.
                                                             independent tire retailer in Canada and our owners are shareholders.
                                                             That means they not only benefit from a large buying network but
Unimax Tire Appointments                                     they also get support, business training and an inventory tailored to
  Darren Smith has joined Unimax tire as
                                                             their needs. Not to mention the shared profits in a multi-million dollar
operations supervisor. Smith will be re-                     business.
sponsible for the distribution operations
and order desk for the two Atlantic ware-
houses. He has 20 years experience in the
Car and tire industries and will report to
luc Beauchemin.
                                                             To find out if O.K. Tire is right for
  Heather Burgwin has also joined Unimax
                                                             you, call the Franchise Department at
tire as regional Sales manager. She will be                  1-800-663-1749 or visit
responsible for the development and growth
of sales in the Atlantic Provinces. Burgwin             TM
                                                             The O.K. Tire mark is a trademark of O.K. Tire Stores Inc.
has had 16 years experience in the tire busi-
ness in various roles.

                                                      OKT-09-321 270.indd 1                                                                                 2/1/10 10:14 AM
                                                                                                                          | | February 2010 | Tire News |   7
                                                                                                                                                     Jack Kazmierski

    Leader Profile
    Leading the Way
    the ontario tire dealers Association (otdA) is dedicated to helping independent tire dealers
    prosper today, and well into the future.

          ike any business, the tire indus-                                                                          there are proper health and safety pro-
          try has its share of challenges. But                                                                       grams in place. The tools are out there—
          Glenn Warnica, president of the                                                                            you can start with your membership in
    Ontario Tire Dealers Association (OTDA),                                                                         the OTDA, take a look at what’s available,
    and VP of Bast’s Tire Service, is “bullish”                                                                      and figure out how you’re going to imple-
    about the future, with a strong belief                                                                           ment it in your business. The help is there
    that independent tire dealers are sure to                                                                        to put together a solid health and safety
    prosper as long as they stay on top of the                                                                       program for your business.”
    challenges and changes.
    Warnica has been in the tire business                                                                            The industry is evolving. New technologies
    longer than he cares to remember, and                                                                            (like TPMS), changes in market conditions
    has years of retail experience, having                                                                           (like the growing popularity of winter
    owned and operated three tire and                                                                                tires), and the shift to higher-perform-
    automotive centres in Ontario in the                                                                             ance tires are changing the shape of the
    past. He has also been serving as OTDA                                                                           market.
    president for over seven years—an or-
    ganization that’s devoted to providing                                                                           Warnica believes tire dealers who are will-
    members with programs that add value                                                                             ing to keep up with any and all changes will
    and benefits.                                       Glenn Warnica, president of the OTDA, is bullish about the   succeed in the long run. “Opportunities
                                                                       future of the tire industry.
                                                                                                                     are out there for dealers who are well
    Education and training                                                                                           trained,” he says. “It takes more training
    One of the major goals of the OTDA is to            training, and we’re using the synergy of                     and skill to work on many modern vehicles
    keep its more than 700 members well-                other associations to provide our mem-                       and to keep customers happy today.”
    informed and to provide the kind of train-          bers with the best information possible.
    ing that will benefit both the tire techs on        We also have commercial tire service                         The “how-to” information is out there. All
    the front lines, as well as the managers            training, which has been a tremendous                        tire dealers need to do is embrace it. “You
    and business leaders responsible for the            success, and within the last year we                         have to take advantage of everything the
    bigger picture.                                     started offering business management                         manufactures have to offer and everything
                                                        training.”                                                   the OTDA has to offer. You have to con-
                                                                                                                     tinue to invest in education,” he adds.

“Opportunities are out there for                        Health & safety
                                                        One of the areas of growing concern is                       Warnica believes that the independent tire
dealers who are well trained.”                          health and safety. Here again, Warnica                       dealer in the province of Ontario is “alive
                                                        believes that education and training are                     and well” and that the future belongs to
                           – Glenn Warnica              the keys to success.                                         those tire dealers who understand health
                                                                                                                     and safety regulations, embrace technol-
                                                        “Independent tire dealers need to pay                        ogy and education, and realize that there
    “We’re working hard to provide training             particular attention to health and safety,”                  is value to membership in the OTDA.
    on a number of levels,” Warnica says.               he says. “It’s a growing concern, and it’s                   “Membership does not cost,” he says. “It
    “First, there’s the automotive tire service         the employer’s responsibility to make sure                   pays.”

8   | Tire News | February 2010 | |
      A DV E RT O R I A L
Shirley Brown •

  tire Dealer Insurance
  Leading the Way
  Choosing the right insurance for your tire shop is a must—no one likes the surprise of a loss
  believed to be covered… that is not. there are many features and options to consider when
  making this decision. PBl insurance limited is there to help you make the correct one.

           oug Searle, director of Sales at PBL        Specifically for the tire dealer              Successful programs
           Insurance Limited, understands              PBL Insurance Limited offers a pack-          PBL and TEIG together believe they are
           that tire dealers want an insurance         age that delivers the coverage you, the       the right combination for tire dealers.
  program that works when put to the test.             tire dealer, need to protect your physical    With experienced broker/sales personnel
  The Tire Dealer Insurance Program was                assets, business income, and financial loss   and customer service representatives,
  custom built to specifically cover the spe-          due to liability lawsuits.                    the combined team will provide the insur-
  cial needs of tire dealers. PBL Insurance                                                          ance coverage and service you can count
  and partner, The Economical Insurance                Some of the highlights of the PBL pack-       on day-to-day and when your business is
  Group (TEIG)—one of the largest insur-               age include coverage for seasonal stock       faced with a crisis.
  ers to the automotive service industry—              fluctuations, pollution, employee tools,
  believes that when a loss occurs, your               contents in customers’ vehicles while in      Give the PBL Insurance Limited insurance
  focus needs to be on your customer, not              your care custody or control, combined        program customized for you, the tire dealer,
  on fighting to get a claim paid.                     property limits, flood, quake, and sewer      a try. They have many years of experience
                                                       backup, and much more. As we said, these      with garage operations and banked on that
                                                       are only highlights.                          experience to build a program addressing
    Carlisle ad Tire News                 1/29/10   9:41 AM   Page 1
                                                                                                     the specific and unique risks you face.

                                                                                      W                           W
                                                                                    NE                         NE
                              Turf Saver               Turf Master                  Skid Steer                      ATV
                          Lawn & Grounds             Lawn & Grounds ULTRA GUARD LVT                    Black Rock Tire & Wheel


                                                                                                     | | February 2010 | Tire News |   9
     CoMMerCiAl tireS
     Éric Descarries

     small and Commercial tires
     All Trailer Tires Are Not Created Equal
     did you know there were almost five millions trailers registered in Canada? And all those trailers run
     on tires! that means there is an incredible market for trailer tires in our country. do you deal with a
     part of that market?

              ave a look around you—ask your
              regular customers. Chances are
              that many of them own a trailer of
     some sort. And since trailers come in so
     many shapes and sizes, unless you are a
     specialized tire dealer, it can be very diffi-
     cult to satisfy each and every one of them
     in a moment’s notice. However, try to get
     to know what type of trailer they have and
     make sure that you can supply them with
     new trailer tires in a short period of time.                          Boat trailer tires sometimes have to go both on the highway and in muddy waters.

     The right tire for the right trailer                   nine-inch wheels with bias ply tires that                Chances are that many of your customers
     Some people have the (bad) reflex to think             are rated for less than 50 mph (80 km/h).                also have a house trailer. Now, this is an
     that any used tire that fits the wheels of             You will probably notice that many little                interesting aspect of the business. House
     their old trailer will do the job. It might            trailers spend all of their time outside with            trailers or RV trailers usually come with
     work for a short distance or a short time,             very little maintenance. If one of those                 their own special tires usually identified
     but if you keep in mind that car safety                belongs to one of your customers, why                    with the letters ST in front of a series of
     begins with good tires, such used tires                not ask him to stop by with the trailer so               numbers on the sidewall. Many of them, if
     should never be installed.                             you can have a good look at its tires. You               not most, will be of the bias-ply configura-
                                                            might find that they will be at the wrong                tion. They will have stiffer sidewalls than

                                                                                                                                                                          Photos: Éric Descarries
                                                            pressure and have slightly dried out and                 regular P passenger tires or LT light truck
                                                            cracked sidewalls. It could probably end                 tires. But they are designed for long non-
                                                            up in a good sale and it will also add some              stop towing trips. Also, their load range
                                                            safety along the way. At the same time,                  will be identified by a letter, B, C, or D
                                                            why not look at the wheel bearings—they                  according to the trailer’s weight as rated
                                                            might need to be greased or changed… all                 by the manufacturer.
                                                            in the name of safety.

                                                            The same little wheels and tires can be
                                                            found on some boat trailers. In any case,
                                                            you might imagine that boat trailers do
                                                            not roll as often as any other trailer. But
                                                            they are often dunked into muddy and
          Even very small trailer tires need maintenance.
                                                            sandy water and, you guessed it, their
     Trailers come in many sizes. Some trailers             wheel bearings might be rusted or dam-
     are light units very seldom used except for            aged enough to necessitate replacement.
     picking up oversized objects from the local            Bigger boat trailer tires should be treated
                                                                                                                              Don’t forget to check out the spare tire!
     store. Many of those trailers run on tiny              the same, obviously!

10   | Tire News | February 2010 | |

     Winter Sottozero Serie II                                   Winter Sottozero
         (210, 240, 270)                                            (210, 240)

       Winter 190                       Winter 210 / 240              Winter         Scorpion
      Snowcontrol                         Snowsport               Carving / Edge    Ice & Snow

       Atlas Tire Wholesale Inc.
                                 YOUR SOURCE FOR PIRELLI TIRES
                    20 Years of Service to the Trade
                                        WEST          EAST
                  6290 SHAWSON DRIVE                  140 McLEVIN AVE., # 6 & 7
              MISSISSAUGA, ON L5T 1H5                 SCARBOROUGH, ON M1B 3V1
       TEL. (905) 670-9791                            TEL. (416) 292-8202
       FAX. (905) 670-0581                            FAX. (416) 292-8177
                                 TOLL FREE NUMBERS AVAILABLE

     CoMMerCiAl tireS

                                                                Some house trailer tires get old before they wear out.

     Most trailer owners will cover their tires              digits that usually follow the DOT serial                   any others. Their trailer is part of their
     against the sun rays when not using the                 number. In most cases, the first two digits                 work. Every time they stop by your shop,
     trailer. But that is not enough to keep them            are the week of the year when the tire was                  have one of your technicians have a quick
     from aging. And since most trailer owners               manufactured (01 to 52) and the two other                   look at their tires, for both trailer and trac-
     keep their RV quite a few years, here is                digits will identify the year of production.                tor. In such a case, the tires might not be
     another great opportunity to not only sell              So a tire stamped 1107 will mean that it                    dried and cracked, but worn out or, as you
     them new tires, but also make their hobby               was made in March 2007.                                     might expect, underinflated. At the same
     a lot safer for them and their family and                                                                           time, take note of the tire sizes and make
     friends. Any tire on an RV that is over five            Commercial trailer tires                                    sure to keep one or two of them in your
     years old should be inspected for cracking              Finally, you probably have customers who                    inventory or to at least be able to get the
     even if it still looks brand new. And don’t             have bigger trailers for work or business                   number you might need when time comes
     forget to have a look at the spare tire—it              purposes. Their trailer tires are busier than               to replace your customer’s used tires.
     could very well be brand new but still need             any other. In many cases, they might even
     to be replaced! And if you are not sure,                be overloaded most of the time. These                       Storing trailer tires
     have a look at the date code of the tire, four          customers might need your help more than                    You might have customers who will want
                                                                                                                         to put their trailer (mostly house or RV
                                                                                                                         trailer owners) on blocks and remove the
                                                                                                                         wheels and tires in order to store and
                                                                                                                         protect them from outdoor damage. If
                                                                                                                         you already store winter or summer tires
                                                                                                                         for some of your customers, why not offer
                                                                                                                         trailer owners to store their tires at your
                                                                                                                         facility and treat their trailer tires like you
                                                                                                                         do winter or summer tires?

                                                                                                                         As you can see, trailer tires can become an
                                                                                                                         important part of your business. All you
                                                                                                                         need is to pay attention to your customers
                                                                                                                         and identify their needs. Once they have
                                                                                                                         discovered the services you can provide
                                                                                                                         them, you will have created a new division
                                     Commercial trailer often get quite a beating!
                                                                                                                         in your business.

12   | Tire News | February 2010 | |
     Atlas Tire Wholesale Inc.                                                                                          P R O F I L E
                                                                                                                         Jack Kazmierski

     Industry Milestones                                                                                       

     Rise to the Top
     What was once a one-man operation has blossomed into an industry leader. this year, Atlas tire
     Wholesale inc. marks 20 years in business, and its management team reflects on the past and
     present of the company as they celebrate this very significant anniversary and continue to focus
     on the future.

                                                         with high quality replacement tires and         Diane Tymocko, CMA –
                                                         wheels,” he adds.                               Controller

                                                         Deborah Gregory –
                                                         Executive Director, Systems

     Peter-James Gregory –
     As founder and president of Atlas Tire, Peter
     Gregory remembers wearing many hats 20                                                              Diane Tymocko joined Atlas Tire two years
     years ago when he started the company. “I                                                           ago, and plays a vital role in the success and
     was the shipper/receiver, salesman, delivery                                                        growth of the organization. “With my training
     driver—I did it all,” he says. “The only thing      Deborah Gregory helped her husband Peter,       and experience as a Certified Management
     I didn’t do was the bookkeeping—that was            get Atlas Tire off the ground while holding     Accountant, my role has expanded beyond
     done by my wife. Today, I’m the President,          down a regular full-time job. She would take    traditional finance and accounting to en-
     but I still perform many roles.”                    care of the bookkeeping for her husband         compass risk management, human resour-
                                                         in the evenings and on weekends, and was        ces and general administration,” she says.
     Atlas Tire started as a one-man company             finally able to quit her “day job” in 1994 to
     with 2,000 square feet, one phone line              join Atlas Tire as a full-time team member.     Soon after joining Atlas Tire, Tymocko
     and one pick-up truck. Today, the company                                                           undertook a major project to strengthen the
     employs a team of 68 people operating               “I started out doing the bookkeeping by         company’s financial structure and prepare
     from 77,000 square feet with leading edge           hand in those days,” she recalls. “Since        the company for major growth and expan-
     B2B communication, 15 delivery vans and             we have grown and added a full account-         sion. “I am also the bilingual member of the
     trucks, daily shipping across Canada, and           ing team, I am no longer active in that         senior management team, and this role has
     major expansion on the horizon.                     department.”                                    become more important as we increase the
                                                                                                         national scope of our business,” she adds.
     “We have a good team and we enjoy what              Gregory says Atlas Tire benefits from a
     we do,” Gregory says. “People are the en-           real “family” atmosphere. “We spend a lot       Wayne Livingston –
     gine of this business and our products are          of time together and there is a combined        Director of Commerce
     the fuel of the business. We have a great           desire for continuous development,” she
     engine and great fuel. This gives us tre-           says. “Atlas Tire has grown from a ‘one man
     mendous capability to meet challenges and           show’ into a mid-sized organization that is
     grow the business.”                                 effectively structured and poised for con-
                                                         tinued growth.”
     Gregory intends to grow his business by
     continuing to develop and focus on Atlas            Enthusiastic about business, she sees a
                                                                                                                                                          Photos: Jack Kazmierski

     Tire’s core business—the wholesale distri-          bright future for the company her hus-          A 30-year veteran of the tire industry,
     bution of tires and wheels to the trade. “This      band started. “As we invest in the develop-     Wayne Livingston joined Atlas Tire 15 years
     focus should allow us to reinforce and ex-          ment of our team and systems, we will           ago as branch manager of the Mississauga
     pand our position as a recognized national          continue to increase the value we bring to      location. Today, as Director of Commerce,
     supplier of original equipment tires along          our clients.”                                   Livingston directly oversees client services

14   | Tire News | February 2010 | |
and materials management, and works                                                            not only for me and the company but for our
closely with Peter Gregory in the overall                                                      clients as well,” he says. “And the positive
operational management of the company.                                                         feedback we received from our clients proves
                                                 Mike DeAbreu – Sales Manager                  that we made the right move.”
“I enjoy working in a professional environment   Another veteran of the tire industry, Mike
that places its main focus on our clients,”      DeAbreu joined Atlas Tire five years ago      As Atlas Tire continues to grow throughout
Livingston says. “Atlas Tire has always been     and quickly rose through the ranks from       Canada, Chin sees his role evolving to en-
proactive in implementing the systems re-        program manager to sales manager. “My         compass and embrace future challenges.
quired to handle the many changes in our         25 years experience in the tire industry
industry. This has allowed us to continue to     has allowed me to effectively lead my sales   “We are in a dynamic industry with a rapidly
offer our clients a high level of service.”      team,” he says, “and what I like most about   changing landscape,” Chin adds. “Effective
                                                 Atlas Tire is that no matter the task at      marketing is an important tool in growing
Darrell Morrison –                               hand, the team always pulls together to get   the business and so I see my role and that of
Director of Logistics                            things done.”                                 my department expanding in the future.”

                                                 As the company continues to grow, DeAbreu     Paul Sebeh – Bilingual Account
                                                 knows his sales team will keep pace, which    Manager, Eastern Region
                                                 means his management role will evolve and     One of the newest members of the Atlas
                                                 expand over time. “The company has grown
                                                 at a rapid pace and our team complement
                                                 has also grown,” he says. “However, one
Ten years ago, Darrell Morrison was hired        thing that has not changed is our focus on
to run the warehouse for Atlas Tire. “When       our core business. We are a major player in
I joined the company we had about 20             the wholesale market across Canada, and I
team members and I started supervising a         can only see us getting better and stronger
logistics team of 6 people,” he says. “Today,    in the near future.”                          Tire Team, Paul Sebeh spends much of his
I manage a logistics team of 29 people in                                                      time on the road caring for clients in Eastern
Mississauga and Scarborough. The com-            Christopher Chin – Manager,                   Ontario, Quebec and the Maritimes.
pany has grown from offering local service       Marketing & Special Projects                  “Although I am on the road a lot, I can
via its own trucks to providing national                                                       depend on the team at the office to provide
service via its own fleet, plus couriers and                                                   the teamwork and support my clients and
carriers.”                                                                                     my needs,” he says.

As busy as he is today, Morrison sees his                                                      With over 21 years experience in sales,
job getting increasingly demanding as the                                                      strong bilingual sales skills and a keen under-
company continues to grow. “With our                                                           standing of the Quebec market, Sebeh is a
planned growth and expansion, we will be         Christopher Chin joined the Atlas Tire team   valuable addition to the Atlas Tire Team.
handling more products and generating            in 2005, and when the decision was made
higher shipping volumes,” he says. “Our          to exit the retail end of the business in     “In my relatively short tenure at Atlas I have
logistics will become more automated and         order to focus all resources on wholesale     seen the company develop a strong bilingual
I see many exciting developments in my           distribution, Chin took over as Manager of    team covering many departments—sales,
future.”                                         Marketing and Special Projects.               client service, marketing, administration
                                                                                               and finance,” Sebeh says. “We have ex-
                                                 One of those projects was the launch of a     panded our market coverage across Canada
                                                 B2B website,, in     and our B2B website is recognized as a
                                                 2008. “This was something new and exciting,   leading edge tool in the marketplace.”
                                                                                                  Number of
         Name     Atlas Tire Wholesale Inc.             Phone   905-670-7354                      employees

                                                          Fax   905-564-9344                      Founded in    1990
               6290 Shawson Drive,
    Head Office
               Mississauga, On.                       Website                               Major wholesale distributor of O.E.
       address                                                                                    Role in the
               L5T 1H5                                                                           marketplace    replacement tires nationwide

                                                                                                | | February 2010 | Tire News |     15
                                                                                                                               Shirley Brown

                                            scan tools
                                            Impossible to
                                            Do Without…
Wire harness
for a hand-held
                                            Are scan tools really necessary for the technician of today? You
                                            betcha! it is likely the most important tool in the toolbox and
                                            probably the most expensive.

       ecause vehicles of today rely on     on, and in order to read the code caus-      primary problem is or what might be caus-
       computers that monitor and pretty    ing the Check Engine light to illuminate,    ing it. It also won’t tell you what parts are
       much control all facets of how the   you follow the cues on the code reader       needed for the repair.
vehicle operates, you need to know how to   or scan tool and therefore are able to
repair the computers when they fail. The    read the code and determine what is          The next question is: What scan tool
vehicle’s on-board computer system will     wrong.                                       should you choose? This will take some
detect a problem and report that error in                                                time to figure out… you need to spend a
its programmed way using a Diagnostic       Choices                                      lot of time and research the scan tools at
Trouble Code. That code’s number tells      One scan tool will not be able to read all   great length before picking out the one
what is wrong with the vehicle and the      vehicle makes and models if your shop        you believe is the correct one for your
problem is saved into the vehicle’s com-    prides itself on your diagnostic prowess.    shop. You may even need more than one,
puter memory. Sometimes the problem         Usually the least expensive scanner or       depending on the types of vehicles you
will trigger the dashboard Check Engine     code reader will only display the number     work on. In addition, you will likely need to
light to come on. And this is where the     so you have to look it up in a codebook.     take a course on how to read and operate
scan tool comes in!                         If you choose a more expensive scanner,      the scanner which leads to understanding
                                            it will give you a brief description plus    the vehicle system, having access to elec-
The scan tool is plugged into the diag-     the number. You have to remember that        trical wiring diagrams, the current service
nostic connector; the ignition is turned    the code won’t always tell you what the      info and tech service bulletins.
Together, we can drive profitability
and improve customer satisfaction
with Nitrogen Tire Inflation.
Why Offer Nitrogen Tire Inflation at Your Automotive Service Center:
  • Increase revenue and profitability
  • Improve customer loyalty and retention
  • Improve customer satisfaction by reducing false TPMS alarms caused by under inflation
  • Invest in a new, green technology that reduces energy demand and greenhouse gases while yielding
    extended tire life, greater fuel efficiency and safety improvements
  • Improve customer satisfaction scores
  • Expand your customer base with a listing on The Nitrogen Locator at
  • Startup marketing kit included, providing everything you will need to successfully sell nitrogen
    to your customers

         For additional information, please contact ACME Concord Corporation at 1-888-450-2263

Be part of the news!
           Send us your:
               • events
           • new products
           • press releases
  • nominations and appointments
  • information about your industry
     Éric Descarries

                                      Performance tires
                                      Offering the Best Replacement
                                      Tire Possible
                                      take a few minutes and have a look at the tires that equip a new car, espe-
                                      cially a bigger sedan, a more expensive coupe, or an impressive SUV or CUV.
                                      in many cases, you will notice that the tires have features that could be have
                                      been considered as ‘performance’ a few years ago.

                 hat has happened? Well, it’s
                 simply called ‘evolution.’ But for
                 many of your customers, this also
     means a bigger expense when the time
     comes to replace worn tires! How do you
     deal with a customer who doesn’t want to
     spend a lot of money on a product that he
     probably thinks of as a necessary evil?

     Words from an expert
     To answer this question, we asked a well
     known specialist in the field, Quebec City-
     based Yves Day, who not only acts as a
     sales representative for Pirelli Canada but
     also as a training specialist for the com-
     pany. Day has his own opinion on what we
     still call ‘performance tires.’ Actually, he
     thinks that the name should be changed
     to better identify the product that can be
                                                                    Yves Day is a training specialist for Pirelli who has a lot of experience in performance tires.
     found, nowadays, on so many production
     vehicles.                                           and such power requires better braking,                     A new attitude
                                                         better roadhandling, and better quality                     In addition, Day thinks the advisor at the
     “Many cars come from the factory with               that can only be matched by… better                         tire shop must change his ways of work-
     what we considered Performance tires in             tires.                                                      ing. Taking for granted what the customer
     the past not because the car makers think                                                                       is asking for should be a thing of the past.
     the owners will drive them like hot-rods,           “Consequently, it would be unthinkable to                   No matter how much the customer seems
     but because of all the technology added             replace an original Z-rated tire by a less                  to know what he is talking about, Day
     to the cars,” says Day. “Take, for instance,        expensive tire with a lower speed rating.                   thinks the advisor should come out from
     big sedans. Most of them have engines               Tire salespeople must tell their customers                  behind the counter and check for himself
     that develop more than 250, or even                 with cars factory-equipped with such tires                  what the original tires are on the cus-
     300, horsepower. Not so long ago, sports            that it’s not a question of how fast they                   tomer’s vehicle—the customer might have
     cars like Mustangs and Camaros didn’t               drive, but rather how safe the car must re-                 forgotten an important detail like the load
     even have such powerful engines! Today,             main! And that includes buying a so-called                  index or, worse even, the fact that the car
     a luxury Camry has a 268-horsepower V6              ‘performance’ replacement tire.”                            is equipped with run-flats. Obviously, the

20   | Tire News | February 2010 | |
           GO THROUGH

DM-V1   DM-Z3    LM-22      LM-25   LM-50     LM-60 MZ-03       W965   WS-60


        Atlas Tire Wholesale Inc.

          20 Years of Service to the Trade
                         WEST       EAST
        6290 SHAWSON DRIVE          140 McLEVIN AVE., # 6 & 7

 TEL (905) 670-9791                 TEL (416) 292-8202
 FAX (905) 670-0581                 FAX (416) 292-8177

                                                                                                                                could be quite a shock for a customer to
                                                                                                                                learn that it will cost him close to $2,000
                                                                                                                                ‘just’ to replace the original tires that are
                                                                                                                                worn out. Too many people are still under
                                                                                                                                the impression that changing four tires
                                                                                                                                won’t cost them much more than $500!

                                                                                                                                “Performance tires are now the industry
                                                                                                                                standard for many vehicles and too many
                                                                                                                                motorists have not realized it yet. This
                                                                                                                                should definitely be something to consider
                                                                                                                                when buying a new car!”

                                                                                                                                Day insists on the fact that ‘perform-
                                                                                                                                ance’ tires do not mean ‘racing’ tires. This
                                                                                                                                means the materials that go into building
                      Many modern cars are equipped with tires once considered as performance tires.                            a ‘performance’ tire are different—they
                                                                                                                                are bigger, thicker, more robust, all cor-
     advisor also has to be more knowledge-                    changing very rapidly, to a point where                          responding to heavier requirements by
     able than ever.                                           new tire sizes are created almost every                          the engine, the weight of the car, the sus-
                                                               day. Once again, those sizes must be                             pension, and the more powerful and more
     Speaking of run-flats, as many of them                    respected–It’s a safety issue! When cars                         precise brakes.
     equip performance cars, Day has noticed                   are designed to work best with a specific
     that some tire dealers have the tendency                  tire size, it can become dangerous to                            Finally, our expert again wants to point
     to replace them by less expensive ‘regular’               change for a smaller, narrower size or a                         out how precise the science of tires has
     tires since some customers think that the                 less technologically developed product.”                         become. Nonetheless, there is no perfect
     car is probably a little too old to be shod                                                                                tire for all circumstances—every tire on
     with such expensive products. Actually,                   Explaining all that to the customer                              the market is a compromise on some-
     it’s a question of safety here: “The sales-               Another new task the tire advisor or sales-                      thing. Yes, it’s always possible to equip a
     person must respect the engineering that                  person might have to master is the way to                        vehicle with a better and more performing
     was included in the design of the vehicle,”               explain to a customer that he must spend                         tire. But in no way should tire require-
     notes Day. “Today’s automotive world is                   all that money ‘just’ for tires. Indeed, it                      ments be downgraded. No way!

                                                                                                                                                                                Photos: Éric Descarries

                                                   Many motorists are surprised of the cost of the replacement tires for their nice car.

22   | Tire News | February 2010 | |
                                  SIGNATURE FAMILY
    SIGNATURE                        SP SPORT SIGNATURE                           SIGNATURE CS

        Touring                             High Performance                    Crossover Vehicles/SUVs
       All Season                              All Season                             All Season

Atlas Tire Wholesale Inc. is committed to delivering value to our clients. Our pricing
program on the Dunlop Signature Family delivers a top quality product at a low price.
                                                                               Sample Sizes
Atlas Tire + DUNLOP = True Value                                   Signature            SP Sport Signature
                                                               P175/65R14 81T        P215/55R17 93V
       DUNLOP ORIGINAL EQUIPMENT &                              185/65R15 88H          205/50R17 93V XL
                                                                195/65R15 91H          225/50R17 94W
       RUN-FLAT TIRES                                          P185/60R15 84T          225/45R17 94W XL
                                                                195/60R15 88H          235/45R17 97W XL
            Comprehensive inventory                            P195/55R15 84V          245/40R17 91W
                                                                235/65R16 103T         225/45R18 95W XL
                                                               P205/60R16 91H          245/45R18 100W XL
       NATIONWIDE SERVICE:                                     P215/60R16 94V          225/40R18 92W XL
            Competitive shipping.                               225/60R16 98T          235/40R18 95W XL
                                                                205/55R16 91H              Signature CS
            E-mail us for our toll free numbers.                215/55R16 93H          215/70R16 100S
                                                                205/50R16 87H          225/70R16 103S
       B2B WEBSITE                                               225/60R17 98T         225/65R17 102H
                               225/55R17 97V         235/65R17 104H
                                                                215/50R17 93V        P235/65R18 104T
           View inventory / place orders 24/7                                        P235/60R18 102T
                                                                         Additional Sizes Available

                         Atlas Tire Wholesale Inc.
                                 YOUR SOURCE FOR DUNLOP TIRES
                           20 Years of Service to the Trade
                                           WEST        EAST
                        6290 SHAWSON DRIVE             140 McLEVIN AVE., # 6 & 7
                    MISSISSAUGA, ON L5T 1H5            SCARBOROUGH, ON M1B 3V1
                    TEL (905) 670-9791                 TEL (416) 292-8202
                    FAX (905) 670-0581                 FAX (416) 292-8177
                                    TOLL FREE NUMBERS AVAILABLE
      North american International auto show
      Tires Still Make the Show!
      A few years ago, the North American international Auto Show in detroit was the official venue
      where many concept cars were unveiled—and all those concept cars had matching tires, in
      many cases uniquely designed tires with special tread designs. But with the failing economy in
      the U.S., there were less concept cars unveiled at the latest detroit Auto Show; consequently,
      there were very few “concept tires” to be seen. However, most spectacular cars and concept
      vehicles present at the 2010 show sported either concept tires or some of the most spectacular
      tires on the market.

      teXt ANd PHotoS: ÉriC deSCArrieS
      1.   Michelin, a big sponsor of the North American International Auto Show,
           had more room this year for a bigger booth.

      2.   This classic Lincoln Continental of the early forties had replica
           Firestone Deluxe Champion tube type tires that reminded us of how tires
           have evolved since those days.

      3.   Michelin had an electric car concept tire at its huge booth.

      4.   GM’s Granite concept SUV sported Bridgestone concept tires.

      5.   Mini’s concept Beachcomber was shod with earlier generation Goodyear
           MT/R off-road tires.                                                      1
      6.   Audi’s E-Tron concept coupe rode on unique Pirelli tires.

      7.   The Ferrari race car at the “new” Chrysler booth was equipped with
           competition Michelin tires.

      8.   Volkswagen’s concept coupe was equipped with production Goodyear
           Eagle F-1 tires.

      9.   Specialized auto manufacturer Tesla drove its electric car across
           America and it rode on Pirelli Sottozero winter tires for the most
           difficult part of the trek.                                               2                 3
      10. This was the first time a Kia race car was shown in North America
          and its tires were the all-new Continental products based on Hoosier

      11. This Scion rally car had unique BFGoodrich G-Force tires transformed in
          competition winter tires.

      12. This highly customized Scion coupe rode on very low profile Falken
          performance tires.

      13. Mazda had a modified Mazda2 at its booth and it was equipped with
          Yokohama Advan Neova performance tires.

      14. Toyota’s Concept FT CH was equipped with Dunlop Maxx Sport
          performance tires.

      15. This concept Lexus had Yokohama S-Drive tires.

      16. GM went with Michelin Pilot Sport tires for its Aveo5 prototype.


24   | Tire News | February 2010 | |

               5        7


     9    10

     11   12        13

14                 15       16

                   | | February 2010 | Tire News |   25
                                                                                                                                           Éric Descarries

     New Products
     Tires for 4x4s
     Many people buy a SUV or 4x4 vehicle because it projects an adventurous image. Chances are,
     not many of them will actually go off-road, though some might think that such a vehicle needs
     an aggressive all-terrain tire to make their ride safer in the snow. Some all-terrain tires do have
     the snowflake-in-mountain logo that make them legal in provinces like Quebec where winter
     tires are mandatory from december 15 to March 15.

     At any rate, 4x4 trucks can fulfil many needs and here are quite a few new or very recent all-
     terrain tires that will answer the needs of more than one SUV or 4x4 owner. And most are avail-
     able in common sizes that will fit most 4x4 trucks.

     BFGoodrich Mud-Terrain T/A KM                                                                       Dunlop Rover M/T Maxx Traction
     BFGoodrich is well known for its all-terrain                                                        The Rover M/T Maxx Traction is Dunlop’s
     tires. This American manufacturer, now                                                              latest product in the 4x4 SUV or light
     part of the Michelin family of products,                                                            truck tire category. It can be recognized
     has a lot of experience in designing and                                                            by its more obvious centre traction lugs
     producing some of the most popular off-                                                             designed mostly for a quiet ride on pave-
     road tires, including very aggressive com-                                                          ment and for dry or wet road handling.
     petition and rock crawling tires.                                                                   Its outer self-cleaning channels are made
                                                                                                         to expel mud and other debris for better
     One of its latest products is the Mud-                                                              traction and the interlocking centre line
     Terrain T/A KM that comes with a fairly                                                             and zigzag sipes provide better bite in
     aggressive tread design which includes                                                              off-road conditions. Note that the Maxx
     serious sidewall lugs. Those are made not                                                           Traction also has a rib that acts as a rim
     only to help traction in mud but also to                                                            flange protector on its outer sidewall. The
     grip on side rocks. Note that this BFG is           Bridgestone Dueler A/T with Uni-T               Dunlop Rover M/T Maxx Traction is avail-
     also well adapted to highway driving. The           Bridgestone is known for its many OE            able in 17 sizes for 16- to 22-inch wheels
     Mud-Terrain T/A KM is available in many             tires, including the Duelers for light trucks   including nine for light trucks (LT) with D
     sizes for 15- to 22-inch wheels with total          and SUVs. The Dueler A/T is actually bet-       and E load ranges and overall diameter of
     diameters ranging from 28 to 42 inches.             ter suited for people who want to go a lit-     32.8 to 35.4 inches.
                                                         tle deeper in the woods but who still want
                                                         their truck to look “civilized.” Designed
                                                         around the legendary Uni-T configura-
                                                         tion that includes advanced compounds
                                                         for better safety on wet pavement, the
                                                         Dueler A/T is available in five sizes for
                                                         16- and 17-inch wheels including three
                                                         for light trucks. The newer A/T with Uni-T
                                                         features a raised rib on the sidewall to
                                                         protect the rim from rubbing against
                                                         curbs. Bridgestone also makes quite a few
                                                         other Dueler A/Ts including the 693, 695,
                                                         and Revo.

26   | Tire News | February 2010 | |
  POTENZA G019 GRID                                        All Season Performance

                                   Silica to boost wet grip
                                   Wider footprint to improve cornering
                                   Advanced directional tread pattern for rapid water evacuation
                                   Sophisticated and sporty looks
                                   Veri-pitch design for a quiet ride
                                   Uni-T Technology
                                   80,000 Kilometer Treadwear Limited Warranty
                                    Limited Treadwear Warranty
                                    Limited duration replacement with comparable new Bridgestone tire at pro-rated cost if
                                    warranted kilometers not attained; actual tread life may vary. Certain limitations and
                                    restrictions apply. See authorised retailer for full warranty details before you purchase.


        Acura    Mazda    Subaru                                                                         Toyota
            Honda    Nissan                                                                                S A M P LE S IZES
                                                                                                            P185/65R15    86H
CAR DEALERS:                                                                                                P195/65R15    89H
Purchase via your Car Manufacturer / Bridgestone National Account Programs                                  P205/65R15    92H
                                                                                                            P195/60R15    87H
TIRE DEALERS:                                                                                               P205/60R15    90H
Competitive prices on direct billing.                                                                       P205/60R16    91H
                                                                                                            P205/60R16    91V
ORIGINAL EQUIPMENT & RUN-FLAT TIRES:                                                                        P215/60R16    94V
                                                                                                             205/55R16    91H
We maintain a large and comprehensive inventory to meet all your requirements.
                                                                                                             215/55R17    94V
                                                                                                             205/50R17    89V
NATIONWIDE SERVICE :                                                                                         215/50R17 XL 95V
Competitive shipping across Canada. E-mail us for our freight policy and toll free                           225/50R17    94V
contact numbers.                                                                                             205/45R17    84V
                                                                                                             215/45R17 XL 91H
B2B WEBSITE:                                                                                                 225/45R17    91H
Visit and register today.                                                           235/45R17    94H
View inventory and place orders 24/7.                                                                   Additional Sizes Available

                            Atlas Tire Wholesale Inc.
                                 YOUR SOURCE FOR BRIDGESTONE TIRES

                              20 Years of Service to the Trade
                                                WEST             EAST
                           6290 SHAWSON DRIVE                    140 McLEVIN AVE., # 6 & 7
                       MISSISSAUGA, ON L5T 1H5                   SCARBOROUGH, ON M1B 3V1

                 TEL. (905) 670-9791                             TEL. (416) 292-8202
                 FAX. (905) 670-0581                             FAX. (416) 292-8177

                                                                                                       The wide grooves can easily self clean.
                                                                                                       The same zigzag grooves continue on
                                                                                                       the shoulder for even more off-road trac-
                                                                                                       tion. As a matter of fact, the Dynapro is
                                                                                                       very well indicated for real off-road treks
                                                                                                       though it will be quite comfortable on
                                                                                                       the road. This Hankook tire is available
                                                                                                       for 15- to 22-inch wheels while its overall
                                                                                                       diameters vary from 28 to 40 inches.

     Falken High Country                                 Goodyear Wrangler MT/R
     Unveiled at the latest SEMA show in Las             with Kevlar
     Vegas, Falken’s High Country 4x4 SUV                Almost ten years ago, American tire
     and light truck tire can be easily recog-           manufacturer Goodyear introduced an
     nized by its four groove block pattern,             off-road tire that was not only very per-
     its dynamic wave grooves and its deep               forming on and off the road but also of-
     treadware with multiple sipings. Though             fered better sidewall protection thanks to
     it seems designed for off-road excursions,          its three plies, the Wrangler MT/R. This
     it still is perfect for highway driving as its      year, Goodyear is back with an all-new,
     random pitch variation makes its pretty             completely redesigned Wrangler MT/R,
     quiet on pavement. The High Country is              now reinforced with DuPont Kevlar for
     available in 34 sizes for 15- to 20-inch            better puncture resistance. The new tread     Maxxis AT-771 Bravo
     wheels with overall diameters going from            is even more aggressive than ever as the      The most recent Maxxis AT-771 is one of
     28 to 33 inches.                                    grooves extend further on the shoulder        the Bravo Series products. A quick look at
                                                         and into the sidewalls to offer better grip   its tread design is enough to understand
                                                         on rocks and slippery side surfaces. The      that the tire was designed not only for
                                                         asymmetrical tread design with part of it     moderate trails but also for everyday
                                                         made for good handling on the road. The       travels. This tire also includes sidewall
                                                         new Wrangler MT/R with Kevlar is avail-       lugs for better off-road traction. Maxxis
                                                         able in some 30 sizes for 15- to 20-inch      claims that the AT-771 has a stiff carcass
                                                         wheel diameters. Overall tire diameters       with several key reinforcements for better
                                                         vary from 31 to 42 inches.                    stability but it also indicates that it still is
                                                                                                       very comfortable. The company also ex-
                                                                                                       plains that compound and pattern design
                                                                                                       have been improved for better tread wear,
                                                                                                       wet traction, and hydroplaning resistance.
                                                                                                       The AT-771 Bravo is available in 36 sizes
     General Tire Grabber AT2                                                                          for wheels 15- to 20-inch in diameter. The
     The Grabber AT2 is General Tire’s answer                                                          tires themselves can have a diameter of
     to other manufacturers’ all-terrain tires.                                                        26 to 35 inches.
     Recently introduced, this modern product
     features a wide footprint and computer
     designed 5-row tread pattern and ele-
     ments created to prevent heel-and-toe
     wear. Though it shows deep grooves, this
     Grabber AT2 is still pretty quiet on dry
     pavement. Note that this tire also meets            Hankook Dynapro MT
     severe snow requirements on many of                 One of the most recent Hankook light
     its sizes. The Grabber AT2 is available             truck products is the Dynapro MT, a ro-
     in more than 35 sizes for 14- to 20-inch            bust tire with very aggressive V-shaped
     wheels with 27- to more than 35-inch                tread blocks that are tapered to provide
     overall diameter.                                   a better grip in mud, sand, and snow.

28   | Tire News | February 2010 | |
     Nitto Trail Grappler M/T                            Toyo Open Country MT                          Yokohama Geolandar M/T+
     Nitto is almost new to the Canadian mar-            Japanese manufacturer Toyo has a large        Japanese manufacturer Yokohama re-
     ket, but already it has a new off-road tire         array of tires for light trucks, many under   cently unveiled one of its most efficient
     that was released last fall, the Nitto Trail        the brand name Open Country. For easy         off-road tires for pick-ups and SUVs, the
     Grappler M/T. The Trail Grappler M/T com-           off-roading, Toyo offers an MT version of     Geolandar M/T+. This big tire is easily
     bines, according to its manufacturer, some          its Open Country. This very aggressive        recognizable by its unique tread design
     of the off-road bite of the Mud Grappler to         tire, made mostly for full-sized trucks and   showing step block groove configuration
     the on-road manners of the Terra Grappler.          SUVs, not only offers great traction and      that provides great biting edges for more
     Consequently, the Trail Grappler M/T is             durability but also good looks, quality,      traction and tread stability. This tire is
     both aggressive and quiet. It features a            and ride comfort. The Open Road M/T           also recognizable by its sidewall protec-
     3-ply sidewall construction with thicker            can be easily recognized by its aggressive    tion bars designed to resist side punctures
     rubber compound to cushion the tire and             Attack Tread design with hook shaped          and cuts. One look at the large void be-
     help prevent punctures. Its Z Grooves               blocks. Shoulder blocks are scalloped and     tween tread blocks is enough to convince
     provide lateral stability and mud traction.         open for better bite into the ground while    the serious off-roader of great traction in
     Nitto analysed the sound of the tread               deep sipings in the tread blocks help the     soft and muddy terrains. The + version
     design to reduce noise levels on the road.          tire maintain grip on wet surfaces. High      is even more convincing than the original
     Nitto has given its Trail Grappler M/T two          turn-up 3-ply polyester casing strengthens    Geolandar M/T. The Geolandar M/T+ has
     different sidewall designs that allows the          the tire that is offered in more than 40      an LT size range from 31 to 40 inches in
     customer to choose the style that faces             sizes for 15- to 24-inch wheels in 31- to     diameter to fit 16- to 17-inch wheels.
     the road. The Trail Grappler M/T is avail-          40-inch overall diameters.
     able in 13 sizes for 16- to 24-inch wheels
     with overall diameters that go from 32 to
     37 inches.

30   | Tire News | February 2010 | |
DUELER H/T (D684 II)                                      LIGHT TRUCK

                             Highway All-Season light truck and SUV tire
                             Symmetric independent block tread design
                              tread blocks and all-season tread compound were developed to
                              provide traction on dry, wet and light snow-covered roads
                              steel belts to stabilize the tread area and a polyester cord body
                              to help cushion the ride.
                             Uni-T Technology
                             100,000 Kilometer Treadwear Limited Warranty
                                 Limited Treadwear Warranty
                                 Limited duration replacement with comparable new Bridgestone tire at pro-rated cost if
                                 warranted kilometers not attained; actual tread life may vary. Certain limitations and
                                 restrictions apply. See authorised retailer for full warranty details before you purchase.


Chevrolet Ford Honda Mazda Saturn
    Dodge GM Hyundai Nissan Toyota
CAR DEALERS:                                                                                         SAMPLE SIZES
Purchase via your Car Manufacturer / Bridgestone National Account Programs                         LT245/75R16         120/116RE
where applicable.                                                                                  P215/70R16             99S
                                                                                                   P235/70R16            104T
                                                                                                   245/70R16             106S
Competitive prices on direct billing.
                                                                                                   265/70R16             111S
ORIGINAL EQUIPMENT & RUN-FLAT TIRES:                                                               P235/65R16            101S
We maintain a large and comprehensive inventory to meet all your requirements.                     235/60R16             100H
                                                                                                   P265/70R17            113S
NATIONWIDE SERVICE:                                                                                P265/65R17            110S
                                                                                                   P235/60R17            100S
Competitive shipping across Canada. E-mail us for our freight policy and toll free
                                                                                                   P255/70R18            112T
contact numbers.
                                                                                                   P265/65R18            112S
                                                                                                   P275/65R18            114T
B2B WEBSITE:                                                                                       P235/60R18            102H
Visit and register today.                                                 P285/60R18            114V
View inventory and place orders 24/7.                                                               Additional Sizes Available

                            Atlas Tire Wholesale Inc.
                                 YOUR SOURCE FOR BRIDGESTONE TIRES

                              20 Years of Service to the Trade
                                               WEST              EAST
                          6290 SHAWSON DRIVE                     140 McLEVIN AVE., # 6 & 7
                      MISSISSAUGA, ON L5T 1H5                    SCARBOROUGH, ON M1B 3V1

               TEL. (905) 670-9791                               TEL. (416) 292-8202
               FAX. (905) 670-0581                               FAX. (416) 292-8177

                                         Features & Benefits
                                      Features & Benefits

                                         Features &tread pattern:
                                          improved Benefits
                                      improved tread pattern:
                                      Features & Benefits
                                            Parallel central to to improve vehicle handling
                                        Parallel central ribsribsimprove vehicle handling
                                         improvedshoulder blocks with Force Transmission Links to increase performance
                                            Stable tread pattern:
                                      improved tread pattern:with Force Transmission Links to increase performance
                                        Stable shoulder blocks
                                        Parallel central centralimprove for fastfast drainage, expulsion and better self cleaning
                                            Parallel central ribs to improve for drainage, slush
                                            Circumferential to groove vehicle handling
                                        Circumferential ribscentral groove vehicle handling slush expulsion and better self cleaning
                                            Stable shoulder blocks with Force Transmission Links to increase performance
                                        Stable shoulder blocks with Force Transmission Links to increase performance
                                        Circumferential central groove 3D fastsipes:
                                          increased sipe density groove Drop drainage, slush expulsion and better self cleaning
                                            Circumferential central and Drop drainage,
                                      increased sipe density and 3D for for fastsipes: slush expulsion and better self cleaning
                                            More edges for for better snow handling performance
                                        More gripgrip edges better snow handling performance
                                         increased sipe density and Drop sipes:
                                      increased sipe density and 3D3D Drop sipes:
                                        More grip edges for for better snow handling performance
                                            More grip edges better
                                      nordic silica compound: snow handling performance
                                          nordic silica compound:
                                            Innovative winter polymer for for improved snow traction, performance and grip
                                        Innovative winter gripgrip polymer improved snow traction, performance and ice ice grip
                                         nordic silica compound:
                                      nordic silica compound:
                                           Innovative winter grip polymer improved snow traction, performance and ice grip
                                        Innovative winter grip polymer for for improved snow traction, performance and ice grip

           NORD FROST
         NORD FROST 5 5
          NORD FROST
         NORD FROST 5 5

                                                                                       SIZES AVAILABLE
                                                                                     SIZES AVAILABLE
                                                                                      SIZES AVAILABLE
                                                                                     SIZES AVAILABLE
                                                                                      NORD FROST
                                                                                  NORD FROST 5 5
                                                                                  NORD FROST6 5 5
                                                                                      inc h
                                                                                      NORD FROSTh h
                                                                                  1 3 1 3 inc h
                                                                                                1 6 1 inc
                                                                             1 5 5 /85 /8 0 R 1 3 T 9 T S L
                                                                                 15 0R 13 79 7 SL
                                                                                   1 3 1 3 inc h
                                                                                        inc h
                                                                                 17 0R 13 82 8 SL
                                                                             1 7 5 /75 /7 0 R 1 3 T 2 T S L
                                                                                                                  22 5R 16 10 10 SL
                                                                                                              2 2 5 /75 /7 5 R 1 6 4 T 4 T S L
                                                                                                                      1 6 1 6 inc h
                                                                                                                           inc h
                                                                                                                  21 0R 16 10 10 SL
                                                                                                              2 1 5 /75 /7 0 R 1 6 0 T 0 T S L
                                                                                 5 /8 0 R 1 3 7 9 T S
                                                                             1 5 1 5 5 /8 0 R 1 3 7 9 TLS L       5 /7 5 R 1 6 1 0 4 T S
                                                                                                              2 2 2 2 5 /7 5 R 1 6 1 0 4 TLS L
                                                                                        inc h
                                                                                   1 4 1 4 inc h                  22 0R 16 10 10 SL
                                                                                                              2 2 5 /75 /7 0 R 1 6 2 T 2 T S L
                                                                                 5 /7 0 R 1 3 8 2 T S
                                                                             1 7 1 7 5 /7 0 R 1 3 8 2 TLS L       5 /7 0 R 1 6 1 0 0 T S
                                                                                                              2 1 2 1 5 /7 0 R 1 6 1 0 0 TLS L
                                                                                17 0R 14 84 8 SL
                                                                            1 7 5 /75 /7 0 R 1 4 T 4 T S L        2 1 5 R 1 6 1 0 1 0 XL
                                                                                                              2 1 5 /65 /6 5 R 1 6 2 T 2 T XL
                                                                                        inc h
                                                                                   1 4 1 4 inc h                  5 /7 0 R 1 6 1 0 2 T S
                                                                                                              2 2 2 2 5 /7 0 R 1 6 1 0 2 TLS L
                                                                                18 0R 14 88 8 SL
                                                                            1 8 5 /75 /7 0 R 1 4 T 8 T S L         2 0 0 R 1 6 9 9 XL
                                                                                                              2 0 5 /65 /6 0 R 1 6 6 T 6 T XL
                                                                                5 /7 0 R 1 4 8 4 T S
                                                                            1 7 1 7 5 /7 0 R 1 4 8 4 TLS L        5 /6 5 R 1 6 1 0 2 T XL
                                                                                                              2 1 2 1 5 /6 5 R 1 6 1 0 2 T XL
                                                                                19 0R 14 91 9 SL
                                                                            1 9 5 /75 /7 0 R 1 4 T 1 T S L         21 0R 16 9 9 SL
                                                                                                              2 1 5 /65 /6 0 R 1 6 5 T 5 T S L
                                                                                5 /7 0 R 1 4 8 8 T S
                                                                            1 8 1 8 5 /7 0 R 1 4 8 8 TLS L        5 /6 0 R 1 6 9 T XL
                                                                                                              2 0 2 0 5 /6 0 R 1 6 6 9 6 T XL
                                                                                17 5R 14 82 8 SL
                                                                            1 7 5 /65 /6 5 R 1 4 T 2 T S L         2 2 0 R 1 6 1 0 1 0 XL
                                                                                                              2 2 5 /65 /6 0 R 1 6 2 T 2 T XL
                                                                                5 /7 0 R 1 4 9 1 T S
                                                                            1 9 1 9 5 /7 0 R 1 4 9 1 TLS L        5 /6 0 R 1 6 9 T S
                                                                                                              2 1 2 1 5 /6 0 R 1 6 5 9 5 TLS L
                                                                                18 5R 14 86 8 SL
                                                                            1 8 5 /65 /6 5 R 1 4 T 6 T S L         2 0 5 R 1 6 9 9 XL
                                                                                                              2 0 5 /55 /5 5 R 1 6 4 T 4 T XL
                                                                                5 /6 5 R 1 4 8 2 T S
                                                                            1 7 1 7 5 /6 5 R 1 4 8 2 TLS L        5 /6 0 R 1 6 1 0 2 T XL
                                                                                                              2 2 2 2 5 /6 0 R 1 6 1 0 2 T XL
                                                                                18 0R 14 82 8 SL
                                                                            1 8 5 /65 /6 0 R 1 4 T 2 T S L         2 1 5 R 1 6 9 9 XL
                                                                                                              2 1 5 /55 /5 5 R 1 6 7 T 7 T XL
                                                                                5 /6 5 R 1 4 8 6 T S
                                                                            1 8 1 8 5 /6 5 R 1 4 8 6 TLS L        5 /5 5 R 1 6 9 T XL
                                                                                                              2 0 2 0 5 /5 5 R 1 6 4 9 4 T XL
                                                                                        inc h
                                                                                   1 5 1 5 inc h                   2 2 5 R 1 6 9 9 XL
                                                                                                              2 2 5 /55 /5 5 R 1 6 9 T 9 T XL
                                                                                5 /6 0 R 1 4 8 2 T S
                                                                            1 8 1 8 5 /6 0 R 1 4 8 2 TLS L        5 /5 5 R 1 6 9 T XL
                                                                                                              2 1 2 1 5 /5 5 R 1 6 7 9 7 T XL
                                                                                20 0R 15 96 9 SL
                                                                            2 0 5 /75 /7 0 R 1 5 T 6 T S L                 inc h
                                                                                                                      1 7 1 7 inc h
                                                                                        inc h
                                                                                   1 5 1 5 inc h                  5 /5 5 R 1 6 9 T XL
                                                                                                              2 2 2 2 5 /5 5 R 1 6 9 9 9 T XL
                                                                            2 1 5 /75 /7 0 R 1 5 T 8 T S L
                                                                                21 0R 15 98 9 SL                  22 5R 17 10 10 SL
                                                                                                              2 2 5 /65 /6 5 R 1 7 2 T 2 T S L
                                                                                5 /7 0 R 1 5 9 6 T S
                                                                            2 0 2 0 5 /7 0 R 1 5 9 6 TLS L                 inc h
                                                                                                                      1 7 1 7 inc h
                                                                                18 5R 15 88 8 SL
                                                                            1 8 5 /65 /6 5 R 1 5 T 8 T S L        2 3 5 R 1 7 1 0 1 0 XL
                                                                                                              2 3 5 /65 /6 5 R 1 7 8 T 8 T XL
                                                                            2 1 2 1 5 /7 0 R 1 5 9 8 TLS L
                                                                                5 /7 0 R 1 5 9 8 T S              5 /6 5 R 1 7 1 0 2 T S
                                                                                                              2 2 2 2 5 /6 5 R 1 7 1 0 2 TLS L
                                                                                19 5R 15 91 9 SL
                                                                            1 9 5 /65 /6 5 R 1 5 T 1 T S L        2 3 5 R 1 7 1 0 1 0 XL
                                                                                                              2 3 5 /55 /5 5 R 1 7 3 T 3 T XL
                                                                                5 /6 5 R 1 5 8 8 T S
                                                                            1 8 1 8 5 /6 5 R 1 5 8 8 TLS L        5 /6 5 R 1 7 1 0 8 T XL
                                                                                                              2 3 2 3 5 /6 5 R 1 7 1 0 8 T XL
                                                                                20 5R 15 94 9 SL
                                                                            2 0 5 /65 /6 5 R 1 5 T 4 T S L         2 0 0 R 1 7 9 9 XL
                                                                                                              2 0 5 /55 /5 0 R 1 7 3 T 3 T XL
                                                                                5 /6 5 R 1 5 9 1 T S
                                                                            1 9 1 9 5 /6 5 R 1 5 9 1 TLS L        5 /5 5 R 1 7 1 0 3 T XL
                                                                                                              2 3 2 3 5 /5 5 R 1 7 1 0 3 T XL
                                                                                 1 8 0 R 1 5 8 8 8 XL
                                                                            1 8 5 /65 /6 0 R 1 5 T 8 T XL          2 2 0 R 1 7 9 9 XL
                                                                                                              2 2 5 /55 /5 0 R 1 7 8 T 8 T XL
                                                                                5 /6 5 R 1 5 9 4 T S
                                                                            2 0 2 0 5 /6 5 R 1 5 9 4 TLS L        5 /5 0 R 1 7 9 T XL
                                                                                                              2 0 2 0 5 /5 0 R 1 7 3 9 3 T XL
                                                                                19 0R 15 88 8 SL
                                                                            1 9 5 /65 /6 0 R 1 5 T 8 T S L         2 2 5 R 1 7 9 9 XL
                                                                                                              2 2 5 /45 /4 5 R 1 7 4 T 4 T XL
                                                                                5 /6 0 R 1 5 8 8 T XL
                                                                            1 8 1 8 5 /6 0 R 1 5 8 8 T XL         5 /5 0 R 1 7 9 T XL
                                                                                                              2 2 2 2 5 /5 0 R 1 7 8 9 8 T XL
                                                                                 1 9 5 R 1 5 8 9 8 XL
                                                                            1 9 5 /55 /5 5 R 1 5 T 9 T XL                  inc h
                                                                                                                      1 8 1 8 inc h
                                                                                5 /6 0 R 1 5 8 8 T S
                                                                            1 9 1 9 5 /6 0 R 1 5 8 8 TLS L        5 /4 5 R 1 7 9 T XL
                                                                                                              2 2 2 2 5 /4 5 R 1 7 4 9 4 T XL
                                                                                                                   2 4 0 R 1 8 9 9 XL
                                                                                                              2 4 5 /45 /4 0 R 1 8 7 T 7 T XL
                                                                                5 /5 5 R 1 5 8 9 T XL
                                                                            1 9 1 9 5 /5 5 R 1 5 8 9 T XL                  inc h
                                                                                                                      1 8 1 8 inc h

                                                                                   NEW SIZES4 FOR1R2009T
                                                                                  NEW SIZES FOR/420099 7XL XL
                                                                                              5 /4 0       9
                                                                                            2 2 4 5 R0 8 1 8 7 T

                                                                                   NEW SIZES FOR 2009
                                                                                  NEW SIZES FOR 2009
     20 YearsTIREService the Trade
       20 Years WHOLESALE INC.
     ATLAS TIREService toto the Trade
       20Exclusive ofof Service for the Trade
           Years Gislaved Distributor Ontario
           Exclusive Service to the Trade
      20 Years Gislaved Distributorto for Ontario
            Exclusive Gislaved Distributor for Ontario
          Exclusive Gislaved Distributor for Ontario
                Dealer Enquiries Welcome
              Dealer Enquiries Welcome
         CallDealer 670-7354 Ext. 270
               (905)Enquiries Welcome
               Dealer 670-7354 Ext.
        Call (905) Enquiries Welcome 270
           Call (905) 670-7354 Ext. 270
  e-mail:Call (905) 670-7354 Ext. 270


Continental Takes Full Control of the
Grand-Am Series
                                                                                      WATCH OUT FOR
   Continental tire North America (CtNA) recently announced it would
become the official tire of the Grand rolex racing series next year. it
                                                                                      THESE NEW PRODUCTS
will replace italian tire manufacturer Pirelli, which has been taking
care of the series for the last three years.                                          IN 2010!
   earlier last fall, Continental had announced it would become the
official supplier of the Grand Am Sports Car Challenge, which is why
the racing Mustang Boss 302r displayed the Continental sticker on
its front fenders when it was unveiled. And, at the detroit Auto Show,
while Kia was unveiling its Koup race car, it bore the same decal
but the car was actually shod with Continental racing tires. Among
the many cars competing in the Sports Car Challenge are Mustangs,
Porsches, BMWs and smaller cars like Acuras, Cobalts and, eventually,
Kias. Continental’s new partner now is Hoosier racing tires from in-
diana and it will make the appropriate tires for the series (for which it
did provide tires in the past). According to Bill Caldwell, vice-president,
Sales and Marketing at CtNA, “the rolex series is the perfect format
to emphasize the capabilities of our Continental extremeContact ultra-                                               PATENTED
high-performance tires.”                                                                                          TECHNOLOgY.
   Since the Continental tire arrangement will not be in operation until
                                                                                                                        SEE IT IN ACTION,
2011 (Pirelli remains the official supplier to the series in 2010), the
                                                                                                                  CHECK FOR “BLUELIgHT”
German-based manufacturer and the Grand-Am people will take advan-                                                 IN THE VIDEO SECTION
tage of the next year to do all tests necessary to the development of                                                   OF OUR WEBSITE.
competitive tires. the length of the deal has not been yet announced.
   Continental has also become the official tire of the Watkins Glen race
track in upper New York, where it will hold the Continental tire 150
race for sports cars on the upcoming June 6 and 7.

                                                                                                     MONSTER AgTT

the Grand-am rolex series that races in Montreal during the NasCar Nationwide week-
end will be using Continental tires in 2011. (photo: Éric Descarries)
                                                                                      FOR INFORMATION, CONTACT
Navistar Has Selected Continental Tires                                               THIERRY LEFEBVRE AT 416-902-5663
  though the contract began January 1, 2010, Navistar international
Corporation and Continental tire North America announced on Janu-                     TLEFEBVRE@CORgHIONTARIO.COM
ary 25 that Continental truck tires are now the standard fitment for
all international PayStar, WorkStar and duraStar severe service and
medium duty trucks. Melissa Gauger, vocational marketing manager for
Navistar, points out: “the severe-duty cycle of international WorkStar
and PayStar trucks required a tire selection that can perform under
these (demanding) conditions, and Continental truck tires have the
intelligent engineering and durability required.”
                                                                                                                                              Éric Descarries

                                                                                                              Asian tire manufacturers other than the already well-known
                                                                                                              brands take advantage of the SEMA show to introduce their
                                                                                                                      products in America. (photo: Éric Descarries)

     Asian Tires: Better Than
     They Used to Be?
     Asian tires—other than the already well established Japanese and Korean brands—have been
     invading the North American market for the last few years. the reason for their success could
     have been their very affordable price. But before they could prove their quality on the road, the
     American government added an extra tax on them and, consequently, they have lost some of
     their popularity, not only in the United Sates but here in Canada also.

             onetheless, they are still avail-           According to Gravel, the early Asian per-     marks and, to make it worse, the tires
             able in our country and they still          formance tires that were sent to North        were dirty as if they had spent some time
             come at a reasonable price. But             America were too heavy and lacked mod-        in muddy lands. Not anymore. Not only
     what about their quality? To find out a             ern technology. “But like everything else,    do the tires come in clean, they also offer
     little more about them, we asked Jacques            our Asian friends have invested in newer      sticky compound and great roadhandling.
     Gravel, an expert in tires and president of         plants, using some of the latest tech-        And they are easy to balance. Yet, they are
     Mondial Tire, a Montreal area distributor           nologies,” he says. “Consequently, their      still offered at a reasonable price.
     that deals with many Asian (mostly from             performance tires have improved in leaps
     China and Taiwan) brands. Gravel is also a          and bounds.”                                  Answering the needs of many
     road racer and he has the opportunity to                                                          customers
     test some of the products he represents             Proof positive, in the past he used to re-    Now that it has been proven that a lower
     on local race tracks.                               ceive loads of Asian tires with heavy mould   price doesn’t necessarily mean less quality,

34   | Tire News | February 2010 | |
                   SEMA usually features many new Asian tire brands.                                        Wanli was one of the Chinese tire manufacturers at SEMA.

 what kind of motorist would be interested                  the fact they have to replace those tires.            which is where our less expensive Asian
 in Asian performance tires (other than the                 And OE replacement can be very expen-                 replacement tires come into play. And yet,
 well known Japanese and Korean brands)                     sive—some even try to go for cheaper                  they will give the same quality. There is no
 besides the occasional racer or the owner                  tires with a lower speed rating. Most tire            way out of it—today’s cars have evolved
 of a modified car who is looking first of all              salespeople do not want to take the risk              so much.”
 for good looks?                                            of tampering with the car’s characteristics,
                                                                                                                  The future of imported tires
 “The Canadian market is not a big as                                                                             When asked if the Asian tires will one day
 the American market,” admits Gravel.                                                                             take over an important part of the market,
 “Consequently, high-end customers are                                                                            Gravel had a quick answer: “There is room
 not as plentiful. But a new base of cus-                                                                         for everybody. Since there are more and
 tomers is building up. In the past few                                                                           more cars requiring specific tires, mostly
 years, auto manufacturers have been                                                                              performance tires, the demand for good, in-
 developing great products with fantastic                    Wanli is                                             expensive, specific performance tires has to
                                                             the perfect
 roadhandling, much of it provided by high                   example of                                           grow. Our only concern will be to make sure
 performance tires. Obviously, those tires                   a Chinese                                            the Asian manufacturer can keep up with a
                                                             brand that
 do wear out and their owners who, in most                                                                        demand that includes more and more differ-
 cases, had not taken into consideration                     performance                                          ent and, in some cases, new sizes!”
 that the new luxury car they had bought                     tires.

 came with oversized tires, are now facing

“Focus on your business,
              ...not your insurance”
PBL Insurance Limited and The Economical Insurance Group® (TEIG®) have custom-built a
comprehensive insurance package to cover the special needs of Tire Dealers.
Program HigHligHts

“At PBL, Garage Operations happen to be our specialty! PBL Insurance Limited and TEIG are well known across
Ontario for their comprehensive and competitive garage insurance programs. The brokers at PBL are not
generalists—we specialize in the garage business. As brokers, we know the tire business and how to protect it.

“We recognize that securing your investment properly is important to you. We also recognize that controlling your
costs is important, too. We work closely with you to balance coverage and cost realizing that both are critical to you.

“We are easy to deal with and we make it a point to deal in person. Give us a try—we can properly cover your
garage operations, your property, automobiles, pollution risks, business interruptions, employee tools, and more.

“You’ll like the way we personally work with you.”                                                                                                   PBL Insurance Limited
                                                                                                                                                    PBL Insurance Limited
                                                                                                                                                   PBL Insurance Limited
Doug Searle
Director of Business Development                                                 1-888-254-8294                                          
                                                                                                                                                     Member the OTDA
                                                                                                                                                    Member ofthe OTDA
                                                                                                                                                   Member of of the OTDA
PBL Insurance Limited
     aftermarket Wheels

     Back to the

                               the economy has a big role to play within the custom wheel
                            market. obviously, if the country’s economy slows down, consumers
                                     will buy fewer cosmetic parts for their vehicles.

                                                                 By Éric descarries

           he economy has a big role to play             Probably the most visible change can be          the revival of extreme off-road racing influ-
           within the custom wheel market.               seen in the truck wheel market, which will       enced by series seen on TV such as TORC
           Obviously, if the country’s economy           be slowing down, but more in the U.S.            (The Off Road Championship).
     slows down, consumers will buy fewer cos-           than in Canada. This can be explained by
     metic parts for their vehicles.                     new truck sales slowing down—though the          The same goes with cars
                                                         latest figures show that truck sales have        Carrière has also observed the same
     However, we were lucky in Canada—our                picked up in the U.S. and that they have         trend with car wheels. Once again, expect
     economy wasn’t as battered as that of               been still pretty good in Canada where           chrome to be “out” and black to be “in.”
     our southern neighbours. Car and truck              the Ford F-150 has regained its top sales        According to our specialist, the all grey or
     owners still buy “dress-up” parts for their         leader fame, cars and trucks.                    all black wheel will be among the top sell-
     vehicle in great numbers; yet, the eco-                                                              ers, especially the black wheel with a “ma-
     nomic slowdown in the U.S. did mod-                 On the other hand, such an economy               chined” face. That means an aluminum
     ify Canadians’ tastes. And who better               slowdown has dictated a change in style.         wheel painted in dark black finish with
     than Claude Carrière, vice president of             So, according to Carrière, chrome is out,        the spoke surface machined to a diamond
     the Wheels and Tire Division for Robert             and black and “machined” silver are in. In       cut finish, giving it contrast. The all-black
     Thibert, which is probably Canada’s big-            other words, it’s not the best time in the       “hard core” look will still be chosen by
     gest aftermarket wheel distributor, to              world to be flashy. No more “bling,” it’s        specific customers who are more involved
     paint us a picture of what’s up for the             time for a more “business” look. Actually,       in racing and rallying. And, to no surprise,
     coming year.                                        the new fad in the U.S. is to turn back to       Subaru owners and fans will still go for the
                                                         the “off-road” look, a fashion sparked by        gold coloured spoke wheel!
     Carrière’s first point was that we have to
     understand that when the economy slows
     down, consumers turn back to what they
     remembered when it was running well. In
     other words, they go back to the basics,
     “Classics” that they can depend on, a
     trend we should witness in upcoming
     months.                                                                             So many wheels, so many choices!

36   | Tire News | February 2010 | |

                             Chrome wheels could be less popular this year.

On the technological side, Carrière pointed           Another factor that has changed the
out how some manufacturers like Enkei                 wheel industry in our country is the
have begun developing new wheel-making                advent of improved winter tires. Car
technologies in order to make the product             owners now tend to mount their winter
lighter. Enkei has noticed that the larger            tires on the vehicle’s original wheels and
the wheels became, the heavier they were.             buy fancier aftermarket wheels for their
By shaving some of the aluminum from the              summer tires, a fad that could very well

rim but only after strengthening the metal            become more popular in Canada, where

                                                                                                       ade in It quality!
itself by Flow Forming forging,                                          winter is becoming more
                                                                                                     M            f
                                                                                                        nonym o
Enkei created its M.A.T. (Most                                           aggressive than ever and

Advanced Technology) tech-                                               motorists more aware of
nique, sure to be picked up by                                           the advantages of winter
                                                                                                                 rs wante
many other manufacturers.                                                tires.
Saving weight is essential in
fuel economy.                                                            Wheel sizes
                                                                         Have you noticed that OE
New trends?                                                              wheels have become big-
Those who recently attended                                              ger than ever? The stan-
trade shows such as SEMA                                                 dard wheel now has a 16-
might have seen some of the                                              inch diameter—not too
most original designs ever—                                              long ago, 14- and 15-inch
some of them spectacular, but not neces-              wheels were the norm!—and optional
sarily practical… Take, for example, one              wheels now have a 17-, 18-, and even
of the stars of this year’s show, a wheel             20-inch diameter, sizes that used to be
with only one large spoke. Not only would             an aftermarket wheel speciality. Though
it be difficult to produce for street use             the 17-inch custom wheel remains the
(calculate how you balance it) but it also            most popular unit, Carrière expects to see
shows too much of the suspension and                  some gain in the bigger wheel fad. But, as
the brake. If younger customers who have              any professional would do, he is keeping
invested a lot in fancy brakes with highly            an eye on what could be coming up from
visible callipers and disks would be proud            original manufacturers. He has recently
to show them off, the “regular” customer              heard that many car makers are thinking
will still remain more conservative and               of going back to 15-inch wheels for more
will want the (standard) brake system to              regular cars in order to regain some riding
be hidden. Among the preferred designs                comfort and, most probably, some econ-
are the traditional five-spoke, multi-spoke,          omy. Carrière will keep us posted on such
and honeycomb styles.                                 new fads!

                                                                                                      Tire business directory
                                                                                             Compiled by: Nathalie Plouffe •

                Bridgestone Canada inC.                             Continental tire Canada inC.                               HanKooK
                5770 Hurontario St., 4th floor                      6110, Cantay Rd                                            30 Resolution Dr
                Mississauga, Ontario L5R 3G5                        Mississauga, Ontario L5R 3W5                               Brampton, Ontario L6W 0A3
                Tel: 905-890-1990                                   Tel: 905-568-1303                                          Tel: 905-463-9802
                Toll free: 1-800-267-1318                           Toll free: 1-800-361-2844                                  Toll free: 1-800-843-7709
                Fax: 905-890-1991                                   Fax: 905-856-9808
                                                                                                                               Fax: 905-463-9792
                Jim schmidt
                General Manager, Consumer                           Vladimir aguilar                                           William Hume
                Products for Canada                                 Area Dealer Manager (PLT) –                                Vice President
                905-568-6690                                        Quebec and Atlantic Provinces                              1-800-843-7709
                andy robinson
                Region Market Manager – Canada                      tina lingat
                905-712-6283                                        Area Dealer Manager (PLT) –
                                    Automotive After Market
                Jared Powell-Williams                     
                Area Sales Manager – British Columbia                                                                          KUmHo tire Canada inC.
                1-800-267-1318, ext. 8031                           michel masse                                               #260-4011 Viking Way,
                                     Area Dealer Manager (PLT) – Quebec                         Richmond, British Columbia V6V 2K9
                                                                    1-800-461-9681                                             Tel: 604-241-4142
                Jay Villanueva                                                              Fax: 604-241-5591
                Area Sales Manager – Alberta
                403-454-2572                                        michael mcdermott
                                   National Sales Manager
                                                                    1-800-461-9681                                             eric lim
                Barry gillies                                                          Regional Manager – Western Canada
                Area Sales Manager – Manitoba, Saskatchewan,                                                                   604-241-4142
                Thunder Bay                                         sean mcinnis                                     
                204-632-9340                                        Area Dealer Manager (PLT) – Western Canada
                                    1-800-461-9681                                             anthony son
                                                                                            Regional Manager – Eastern Canada
                naida richards
                Area Sales Manager – Western Ontario                Peter Waggott
                1-800-267-1318, ext. 6215                           Area Dealer Manager (PLT) – Ontario              
                                                                                           Vince Pietracupa
                Jay Wearden                                                                                                    Division Montreal/Quebec Region
                Area Sales Manager – GTA / Northern Ontario                                                                    450-464-8524
                1-800-267-1318, ext. 6515
                                      CooPer tires                                               deejay lee
                                                                    701 Lima Ave                                               Marketing Executive
                Bill dionne                                         Findlay, Ohio 45840 USA                                    604-241-4142
                Area Sales Manager – Eastern Ontario                Tel: 419-423-1321
                1-800-267-1318, ext. 6692                                                                            
                                                                    Toll free: 1-800-537-9523
                                      Fax: 419-424-4108
                Pierre robidoux
                Area Sales Manager – Western Quebec                 Phil Kortokrax                                             nitto tire Canada inC.
                450-770-7975                                        Vice President, House Brand Sales                          7791 Nelson Rd, Unit 120
                                  419-423-1321                                               Richmond, British Columbia V6W 1G3
                                                                                           Tel: 604-304-1970
                robert Charron                                                                                                 Fax: 604-304-1971
                Area Sales Manager – Eastern Quebec                                                                  
                                   FalKen tire                                                Brad reid
                                                                    13649 Valley Blvd                                          Manager, Sales & Marketing
                Bill milne                                          Fontana, California 92335 USA                              604-304-1949
                Area Sales Manager – Atlantic Provinces             Toll free: 1-800-723-2553                        
                902-538-5673                                        Fax: 1-800-950-2561
                                                                   Ward Foster
                                                                    robert H. Pell                                   
                                                                    Account Manager
                                                                    909-466-1116, ext. 540

     38         | Tire News | February 2010 | |
goodyear, dUnloP, Kelly                      maxxis
                                             545 Old Peachtree Rd NW
ontario                                      Suwanee, GA 30024 – USA
450 Kipling Ave                              Tel: 678-407-6700                  Pirelli tire inC.
Toronto, Ontario M8Z 5E1                     Fax: 770-962-7705                  1111 boul. Dr. Frederik-Philips, suite 506
Tel: 416-201-4300                                       Ville Saint-Laurent, Québec H4M 2X6
Toll free: 1-800-387-7377                                                       Tel: 514-331-4241
Fax: 416-201-4247                            sean Brennan                       Toll free Quebec: 1-800-363-0583                              Canadian Sales Representative      Toll free Ontario: 1-800-828-2585
                                             678-407-6772                       Toll free Western Region: 1-800-663-0148
gus liotta                               
Director Consumer Products
416-201-7851                                                                    robert thibodeau                      miCHelin, BFgoodriCH,              Director of Sales – Eastern Canada
                                             Uniroyal                           514-708-0013
Bert almeida                                 3020 ave. Jacques-Bureau 
General Business Manager                     Laval, Québec H7P 6G2
416-253-3004                                 Tel: 450-978-47001                 Philippe Coallier                    Toll free: 1-800-361-0084          Territory Manager
                                             Fax: 450-978-7600                  514-212-0044
michel le guerrier                           
District Sales Manager, Quebec & Maritimes
514-856-4313                                           yves day                                                 Territory Manager
                                             salvador saraga                    418-455-4399
martin Colderick                             Sales Manager – Canada   
Manager Consumer National Accounts 
416-201-7878                                                                    nicola Colombo                nicolas Vincelli                   Director of Sales – Ontario and Western Canada
                                             Partner Program Manager            416-997-4330
                                             & Alliance Manager       
inFinity tyres/                                                                 grant Paton
CHloride Canada ltd.                                                            Territory Manager
100 Delta Park Blvd., Unit 3                                                    416-570-1529
Brampton, Ontario L6T 5E7                                             
                                                                                William telefonow
Bruce lewin                                  Carlisle Canada                    Territory Manager
National Sales Manager                                                          416-570-1125
                                             siège social
Tel: 905-793-8311                                                     
                                             645 McMurray Rd
Cell: 416-648-6063                           Waterloo, Ontario N2V 2B7
                                             Tel: 519-885-0630                  allan nielsen
                                             Toll free: 1-800-265-6155          Key Account Manager
                                             Fax: 519-885-0781                  780-995-0692
712 Myatt Dr
Madison, TN 37115 USA                                                           giuseppe Faiella
Tel: 615-868-4050                                                               Key Account Manager
Fax: 615-868-0402
                                             solideal Canada inC.
                                             297 Carlingview Dr                 604-787-9214                                                  
                                             Toronto, Ontario M9W 5G3
                                             Tel: 416-674-5441
official distributor:
                                             Toll free: 1-800-361-5441
grand Prix import
                                             Fax: 416-674-5011
8275, 17e Avenue
                                                                                VogUe tyre & rUBBer
Montréal, Québec H1Z 4J9                                                        ComPany
Tel: 514-328-2300                                                               1101 Freehanville Drive
                                             michael dembe
Fax: 514-328-4684                                                               Mount Prospect, IL 60056 USA
                                             Sales Manager                                                         Tel: 847-375-9531

                                             grant Hiller                       greg Hathcock
                                             Sales Manager, National Accounts   President

                                                                                | | February 2010 | Tire News |   39
                                                                                                                    Tire business directory


                                 339 Mason Rd                                        Keith Harris
                                 La Vergne, TN 37086 USA                             Director of Sales – Canada
                                 Toll free: 1-800-565-2525                           1-866-764-9828
                                                                                                                            13 Bridge Street
                                 dany Bellisle                                                                              Metuchen, NJ 08840 USA
                                 Territory Manager – Quebec                          toyo tire                              Tel: 732-549-2440
                                 1-866-708-3727                                      7791 Nelson Rd, Unit 120               Toll free: 1-800-221-3422
                                               Richmond, British Columbia V6W 1G3     Fax: 732-549-2450
                                                                                     Tel: 604-304-1941            
                                 Pierre Zupancic                                     Toll free: 1-800-663-0063
                                 Regional Manager – Quebec                           Fax: 604-304-1946                      al smoke
                                 1-866-381-0722                                                 Sales Manager
                                 Bryan Humphrys
                                 Territory Manager – Western Canada                  yoKoHama tire (Canada) inC.
                                 1-877-255-1411                                      #500 - 9325-200 St.
                                               Langley, British Columbia V1M 3A7
                                                                                     Tel: 604-546-9656
                                 steve Bourassa                                      Toll Free: 1-800-810-YOKO
                                 Territory Manager – Ontario                         Fax: 604-513-8162
DisTribuTors anD buying groups

                                 Western ProVinCes                                   denray tire                            Kal tire
                                                                                     344 Oak Point Hwy                      2501 – 48 Ave
                                 asia Pacific Products ltd.                          Winnipeg, Manitoba R2R 1V1             Vernon, British Columbia V1T 3P9
                                 883 Kuipers Crescent                                Tel: 204-632-5191                      Tel: 250-542-2366
                                 Kelowna, British Columbia V1W 5B1                   Toll free: 1-800-592-7339              Fax: 250-558-3219
                                 Tel: 250-764-6187                                   Fax: 204-633-0010            
                                 Fax: 250-764-6182                         
                                                                                                                            K.K. Penner tire Centers
                                 Big-o tires                                         discount tire distribution             Corner of Highway 12 and 311
                                 16153-14B Ave                                       3920 – 101 St. NW                      Blumenort, Manitoba R0A 0C0
                                 White Rock, British Columbia V4A 9R3                Edmonton, Alberta T6E 0A5              Tel: 204-326-6419
                                 Tel: 604-531-7999                                   Tel: 780-988-8473                      Toll free: 1-877-855-8473
                                 Fax: 604-531-4005                                   Toll free: 1-800-357-8473              Fax: 204-346-5303
                                                             Fax: 780-409-9462            
                                                                                                                            national tire Wholesale
                                                                                     Fountain tire                          #114-2544 Douglas Rd
                                                                                     8801 – 24 St. NW                       Burnaby, British Columbia V5C 5W7
                                 Carlisle Canada                                     Edmonton, Alberta T6P 1L2              Tel: 604-294-3788
                                 115 Lowson Cr                                       Tel: 780-464-3700            
                                 Winnipeg, Manitoba R3P 1A6                          Toll free: 1-800-222-6481
                                 Toll free: 1-877-842-6275                           Fax: 780-464-0920                      o.K. tire stores
                                 Fax: 204-488-6057                                            9430 – 198 Street
                                                                                               Langley, British Columbia V1M 3C8
                                                                                     integra tire & auto Centres            Tel: 604-888-3000
                                 Carlisle Canada                                     9333 – 24 Ave. NW                      Toll free: 1-800-663-1749
                                 1402 Fletcher Rd                                    Edmonton, Alberta T6E 5N4              Fax: 604-888-4511
                                 Saskatoon, Saskatchewan S7M 5J4                     

               40                | Tire News | February 2010 | |
                                                                                                                                   DisTribuTors anD buying groups
saskatoon Wholesale tire                Volco tires & Wheels
2705 Wentz Ave                          12291 Bridgeport Rd
Saskatoon, Saskatchewan S7K 4B6         Richmond, British Columbia V6V 1J4
Tel: 306-244-9512                       Tel: 604-270-4721
                                                                               1740 Argentia Rd
Fax: 306-244-9516                       Fax: 604-270-4729
                                                                               Mississauga, Ontario L5N 3K3                
                                                                               Tel: 905-567-2964
                                                                               Toll free: 1-800-430-7580
sturgeon tire                                                        
2901 Sturgeon Rd                        ontario
Winnipeg, Manitoba R2Y 2L9
                                        active green+ross                      Hercules tire international
Tel: 204-987-9533
                                        580 Evans Ave                          (treadway)
Toll free: 1-800-665-5060
                                        Toronto, Ontario M8W 2W1               41 Ardelt Place
Fax: 204-832-8338
                                        Tel: 416-255-5581                      Kitchener, Ontario N2C 2C8
                                        Fax: 416-255-4793                      Tel: 519-885-3100
                                              Fax: 519-885-2882
tire Country                                                         
Box 4036 – 8805 24 St. NW
                                        atlas tire Wholesale
Edmonton, Alberta T6P 1L2
                                        6290 Shawson Dr                        J&m tire international
Tel: 780-464-8592
                                        Mississauga, Ontario L5T 1H5           717 Drake St
Toll free: 1-800-214-8214
                                        Tel: 905-670-7354                      Oshawa, Ontario L1H 7R3
                                        Fax: 905-564-9344                      Tel: 905-723-3323
                                                    Toll free: 1-800-263-7823
                                        Benson tire
tirecraft Western Canada                                                       Premium tire & auto Centre
                                        700 Education St
16305 – 117 Ave. NW
                                        Cornwall, Ontario K6H 2B8              33 Topflight Dr
Edmonton, Alberta T5M 3V3
                                        Tel: 613-933-1700                      Mississauga, Ontario L5S 1Y1
Tel: 780-475-4165
                                        Fax: 613-933-3100                      Tel: 905-795-9200
Toll free: 1-800 668-4187
                                                    Fax: 905-795-2782
                                        dynamic tire
tiretrends                                                                     rakla tires
                                        155 Delta Park Blvd
#10 – 20295 113B Avenue
                                        Brampton, Ontario L6T 5M8              1877 Featherston Dr
Maple Ridge, British Columbia V2X 6E9
                                        Tel: 905-595-5558                      Mississauga, Ontario L5L 2T2
Tel: 604-460-8406
                                        Toll free: 1-800-668-8473              Tel: 647-680-1877
Toll free: 1-877-920-8473
                                        Fax: 905-595-0469                      Toll free: 1-888-467-2552
                                                  Fax: 905-607-3666
total tire distributors
                                        Firestone tire + automotive Center
104 – 950 Alsgard St
                                        Bridgestone Firestone Canada           remco tire distributors
Kelowna, British Columbia V1X 7J2
                                        5770 Hurontario St., Suite 400         412 Newbold St
Toll free: 1-888-860-7773
                                        Mississauga, Ontario, L5R 3G5          London, Ontario N6E 1K1
Fax: 250-491-3947
                                        Toll free: 1-800-267-1318, ext. 5258   Toll free: 1-800-265-6034
                                                     Fax: 519-685-7318
triCan tire distributors
15845 – 112 Ave. NW
                                        gPx internationl tire Corporation
                                        155 Delta Park Blvd
Edmonton, Alberta T5M 2V9
                                        Brampton, Ontario L6T 5M8
Tel: 780-452-2959
                                        Toll free: 1-800-668-8473
Fax: 780-452-1683
                                        Fax: 905-595-0469

                                                                               | | February 2010 | Tire News |   41
                                                                                                             Tire business directory
DisTribuTors anD buying groups

                                 regional tire distributors (rtd)                    Wheels direct                      grand Prix import
                                 4341 Harvester Rd                                   1800 Ironstone Manor 1A            8275, 17e avenue
                                 Burlington, Ontario L7L 5M4                         Pickering, Ontario L1W 3J9         Montréal, Québec H1Z 4J9
                                 Toll free: 1-877-676-0007                           Tel: 905-839-8899                  Tel: 514-328-2300
                                 Fax: 905-333-0998                                   Toll free: 1-888-824-8882          Fax: 514-328-4684
                                                     Fax: 905-839-8895        
                                                                                                                        import-export Probec international
                                 steelcase tires ‘n’ mags                                                               1330, rue Nobel
                                 187 Steelcase Rd West, Unit 1                       QUéBeC                             Boucherville, Québec J4B 5H3
                                 Markham, Ontario L3R 2R9                                                               Tel: 450-641-1125
                                 Tel: 905-479-8884                                   alliance les professionnels        Toll free: 1-800-463-2547
                                 Fax: 905-479-9055                                   du pneu                            Fax: 450-641-1129
                                                     3020, ave. Jacques-Bureau
                                                                                     Laval, Québec H7P 6G2
                                 superior tire and auto                              Tel: 450-978-4700                  la Cie Canada tire inc.
                                 5070 Sheppard Ave East                              Toll free: 1-800-361-0084          21500, Transcanadienne
                                 Scarborough, Ontario M1S 4N3                        Fax: 450-978-7600                  Baie-d’Urfé, Québec H9X 4B7
                                 Tel: 416-291-9291                                      Tel: 514-457-0155
                                 Fax: 416-291-9302                                                                      Toll free: 1-888-267-5097
                                                        autoPneu                           Fax: 514-457-1666
                                                                                     50, rue de la Barre      
                                                                                     Boucherville, Québec J4B 2X5
                                                                                     Tel: 450-655-5959
                                                                                     Toll free: 1-877-544-7770
                                                                                     Fax: 450-655-3551                  odessa Canada
                                 tire discounter group                                         36, rue Unifix
                                 202 First St                                                                           Bromont, Québec J2L 1N6
                                 Orangeville, Ontario L9W 3K1                        distribution Pneus lévis           Tel: 450-534-4534
                                 Tel: 519-941-4136                                   559, rte du Président-Kennedy      Fax: 450-534-4500
                                 Toll free: 1-866-558-0264                           Lévis, Québec G6C 1M5    
                                                      Tel: 418-520-9469
                                                                                     Fax: 418-838-1186                  oK Pneus
                                                                                            19101, ave. Clark Graham
                                                                                                                        Baie-d’Urfé, Québec H9X 3P5
                                 tirecraft Central Canada                                                               Tel: 514-457-5275
                                 R.R. #1                                                                                Toll free: 1-877-657-6387
                                 Burgessville, Ontario N0J 1C0                                                          Fax: 514-457-2276
                                 Tel: 519-424-9865                                   Fastco                   
                                 Toll free: 1-800-265-9294                           4000, rue F.X. Tessier
                                 Fax: 519-424-2338                                   Vaudreuil-Dorion, Québec J7V 8P7   Pneus Bélisle
                                                                                     Tel: 450-455-8100                  50, rue de la Barre
                                                                                     Fax: 450-455-8190                  Boucherville, Québec J4B 2X5
                                                                                                 Tel: 450-655-5959
                                                                                                                        Toll free: 1-877-655-5959
                                 tires direct Wholesale                                                                 Fax: 450-655-3551
                                 65 Imperial St
                                 Hamilton, Ontario L8L 4E2
                                 Toll free: 1-866-324-8473 (TIRE)
                                 Fax: 905-543-1889

                42               | Tire News | February 2010 | |
                                                                                                                                    DisTribuTors anD buying groups
Pneus FrB                                 Pneus supérieurs                      atlantiC ProVinCes
3000, rue Watt #9
                                          50, rue de la Barre
Ste-Foy, Québec G1X 3Y8                                                         andy’s tire shop
                                          Boucherville, Québec J4B 2X5
Tel: 418-659-6003                                                               146 Robie St
                                          Tel: 450-655-5959
Fax: 418-659-5457                                                               Truro, Nova Scotia B2N 1L1
                                          Fax: 450-655-3551                                                                Tel: 902-897-1669
                                          Pneux Unimax (tiremax)                Fax: 902-893-0337
Pneus inter Québec                        235, rue J.-Armand-Bombardier
210, boul. Saint-Elzéar Ouest
                                          Boucherville, Québec J4B 8B1
Laval, Québec H7L 3N3                                                           Coast tire
                                          Tel: 450-449-0362
Tel: 1-866-629-1373                                                             580 Main St., Hilyard Place
                                          Fax: 450-449-0595
Fax: 450-629-1395                                                               105 Building B
                                                                                      Saint John, New Brunswick E2K 1J5
                                          spek +                                Tel: 506-674-9620
Pneu mondial tire                         21,500, Trans-Canada Hwy              Fax: 506-674-9666
140, rue Barr                                                         
                                          Baie D’Urfe, Québec H9X 4B7
Ville St-Laurent, Québec H4T 1Y4
                                          Tel: 514-457-0155, ext. 201 or 240
Tel: 514-340-4449
Fax: 514-340-4448                                                             tireCraFt eastern Canada
                                                                                16 Gloria McCluskey Ave
Pneus robert Bernard                                                            Dartmouth, Nova Scotia B3B 2C2
765, rue Principale                                                             Tel: 902-431-7733
Saint-Paul d’Abbotsford, Québec J0E 1A0                                         Fax: 902-431-3338
Tel: 450-379-5757
Toll free: 1-800-363-5534
Fax: 450-379-5967

american eagle Wheel                      Ceco distributors
Corporation                               Unit #5 – 85 Glacier St
716 Chester Rd                            Coquitlam, British Columbia V3K 5Z1   Fastco
Delta, British Columbia V3M 6J1           Tel: 604-464-2511                     4000 rue F.X. Tessier
Tel: 604-517-5481                         Toll free: 1-800-563-2326             Vaudreuil-Dorion, Québec J7V 8P7
Fax: 604-517-5482                         Fax: 604-464-2573                     Tel: 450-455-8100                            Fax: 450-455-8190
atlas tire Wholesale                      direct auto import          
6290 Shawson Dr                           5505 rue Ernest-Cormier     
Mississauga, Ontario L5T 1H5              Laval, Québec H7C 0A1
Tel: 905-670-7354                         Tel: 450-665-5040
Fax: 905-564-9344                         Toll free: 1-800-561-0273                         Fax: 450-665-5041

                                                                                | | February 2010 | Tire News |   43
                                                                                                      Tire business directory

                      Formula distributors                                megaWheelz                          Wheel-1 / tWg (the Wheel group)
                      7447 River Rd                                       1075 The Queensway, Unit 12         Unit 500 – 26825 56 Avenue
                      Delta, British Columbia V4G 1B9                     Mississauga, Ontario L4Y 4C8        Langley, British Columbia V4W 3Z9
                      Tel: 604-946-0146                                   905-279-9292                        Tel: 604-626-0933
                      Toll free: 1-800-663-5603                                   Toll free: 1-877-326-0933
                      Fax: 1-888-847-3727                                                                     Fax: 604-626-0930
                                     mHt luxury alloys (Canada)
                                                                          26730 – 56 Ave., Unit #102
                      grand Prix import                                   Langley, British Columbia V4W 3X5
                      8275 17e avenue                                     Tel: 604-607-0068                   the tire Warehouse / dt discount
                      Montréal, Québec H1Z 4J9                            Toll Free: 1-800-493-7891           tire distribution
                      Tel: 514-328-2300                                   Fax: 604-607-0062                   3920 – 101 St. NW
                      Fax: 514-328-4684                                            Edmonton, Alberta T6E 0A5
                                                                             Tel: 780-409-8813
                                                                          o.K. tire stores                    Fax: 780-432-9297
                      import-export Probec international                  9430 – 198 St             
                      1330 rue Nobel                                      Langley, British Columbia V1M 3C8
                      Boucherville, Québec J4B 5H3                        Tel: 604-888-3000
                      Tel: 450-641-1125                                   Toll free: 1-800-663-1749           trend motoring accessories
                      Toll free: 1-800-463-2547                           Fax: 604-888-4511                   321 5th Ave. W
                      Fax: 450-641-1129                                               Vancouver, British Columbia V5Y 1J6
                                                                                 Tel: 604-323-8369
                                                                          Palmar                              Fax: 604 323 8329
                                                                          1111 – 46e avenue         
                                                                          Lachine, Québec H8T 3C5
                                                                          Toll free: 1-888-340-3644           Wheels direct (ikon, empire and
                      macPek                                              Fax: 514-639-0858                   World distribution)
                      2970 rue Watt                                                    1800 Ironstone Manor 1A
                      Québec, Québec G1X 4P7                                                                  Pickering, Ontario L1W 3J9
                      Tel: 418-659-1144                                   robert thibert (rtx Wheels)         Tel: 905-839-8899
                      Toll free: 1-866-866-8133                           200, boul. Saint-Jean-Baptiste      Toll free: 1-888-824-8882
                      Fax: 418-659-7227                                   Mercier, Québec J6R 2L2             Fax: 905-839-8895
                                                                          Tel: 450-699-0560         
                                                                          Fax: 450-691-4387

                      acme Concord Corp.                                  B-line tire & auto supply           Chemco rubber
TooLs anD eQuipMenT

                      Unit 108 – 10510 121 St. NW                         32G Rayborn Crescent                67 Six Point Rd
                      Edmonton, Alberta T5N 1L4                           St. Albert, Alberta T8N 5B5         Toronto, Ontario M8Z 2X3
                                                                          Tel: 780-458-7619                   Tel: 416-239-3981
                      Tel: 780-428-3500
                                                                          Toll free: 1-888-458-8055           Toll free: 1-800-387-1929
                      Toll free: 1-888-450-2263 (ACME)
                                                                          Fax: 780-458-8055                   Fax: 416-239-3985
                      Fax: 1-866-566-9759                                     
                                             Canadian Wheel industries           Counteract Balancing Beads
                                                                          15030 118 Ave. NW                   13029 – 8th Line
                      Derek Niles                                         Edmonton, Alberta T5V 1B8           Georgetown, Ontario L7G 4S4
                      Strategic Business Manager                          Tel: 780-444-7522                   Tel: 905-873-3339
                                                                          Toll free: 1-800-661-9862           Toll free: 1-800-572-8952
                                                                          Fax: 780-444-8910                   Fax: 905-873-3088

         44           | Tire News | February 2010 | |
                                      John Bean                             Prema Canada

                                                                                                                                TooLs anD eQuipMenT
duret & landry
2250, boul. Industriel                6500 Millcreek Dr                     10 Bond St N
Laval, Québec H7S 1P9                 Mississuaga, Ontario L5N 2W6          Dundas, Ontario L9H 3A9
Tel: 514-337-7777                     Tel: 905-826-8600                     Tel: 905-628-2303
Toll free: 1-800-663-0814             Toll free: 1-800-362-4608             Toll free: 1-800-268-6311
Fax: 450-663-2688                     Fax: 905-826-7800                     Fax: 905-628-3646
équipements Qué-mont
7475, boul. Thimens                   lema                                  Quality Chain Canada
Ville Saint-Laurent, Québec H4S 2A2   (les équipements marc alain)          Unit #1 – 7688 132 St
Tel: 514-331-0302                     40A, chemin Rivière Delisle, CP 875   Surrey, British Columbia, V3W 4M9
Toll free: 1-800-361-1932             Côteau-du-Lac, Québec                 Tel: 604-507-9734
Fax: 514-745-3109                     Tel: 450-763-9609                     Toll free: 1-888-591-5366                       Fax: 450-264-0270                     Fax: 604-507-9724
8560 Torbram Rd, Suite 18             mcCann equipment                      rema tip top
Brampton, Ontario L6T 5C9             10255, chemin Côte de Liesse          P.O. Box 332
Tel: 905-791-1429                     Dorval, Québec H9P 1A3                Mount Brydges, Ontario N0L 1W0
Fax: 905-791-2019                     Tel: 514-636-6344                     Tel: 519-264-9266                Toll free: 1-800-663-6344             Fax: 626-608-2157
                                      Fax: 514-636-0365           
Hennessy Canada             
2430 Lucknow Dr, Unit #9
Mississauga, Ontario L5S 1V3          m. & r. tire Products
Tel: 905-672-9440                     (magnum Balance)
Fax: 905-672-9455                     138 First Ave W                      Simcoe, Ontario N3Y 2P6               tech international
                                      Tel: 519-428-4252                     200 E. Coshocton Street, P.O. Box 486
                                      Toll free: 1-866-428-4252             Johnstown, OH 43031 USA
                                      Fax: 519-428-1173                     Tel: 740-967-9015
                                             Toll free: 1-800-433-8324
6500 Millcreek Dr                     myers tire supply –
Mississauga, Ontario L5N 4G4          Canada (centre)
Tel: 1-800-267-2185                   517 McCormick Blvd
Fax: 1-905-821-2073                   London, Ontario N5W 4C8                        Tel: 519-451-3430
                                      Toll free: 1-800-265-9240             Veritech mfg. & Wholesale inc.
Hunter engineering Company                                                  34 Edward Street, Box 516
1-1199 Ringwell Dr                    myers tire supply –                   Drayton, Ontario N0G 1PO
Newmarket, Ontario L3Y 8T8            Québec & maritimes                    Tel: 519-638-2736
Tel: 905-953-7799                     2022, rue Lavoisier, Suite 208        Fax: 519-489-2805
Toll free: 1-800-263-5006             Québec, Québec G1N 4L5      
Fax: 905-953-7769                     Tel: 418-948-0770                        Toll free: 1-800-361-7919
                                      Fax: 418-948-0771
ingersoll rand Canada
51 Worcester Rd                       Plombco
Toronto, Ontario M9W 4K2              66, rue Edmond
Toll free: 1-877-924-7435             Valleyfield, Québec J6S 3E8
Fax: 416-213-4510                     Tel: 450-371-8800         Fax: 450-371-0812

                                                                            | | February 2010 | Tire News |   45
                                                                             Tire business directory


               asPmQ (association des spécialistes du pneu et             raC (the rubber association of Canada)
               de la mécanique du Québec)                                 2000 Argentia Rd, Plaza 4, Suite 250
               587, chemin Rhéaume                                        Mississauga, Ontario L5N 1W1
               St-Michel, Québec J0L 2J0                                  Tel: 905-814-1714
               Tel: 450-454-0477                                          Fax: 905-814-1085
               Toll free: 1-866-454-0477                        

                                                                          tia (tire industry association)
               atda (atlantic tire dealers association)                   1532 Pointer Ridge Place, Suite G
               93 Henderson St                                            Bowie, Maryland 20716-1883 USA
               Riverview, New Brunswick E1B 4B6                           Tel: 301-430-7280
               Tel: 506-386-4306                                          Toll free: 1-800-876-8372
               Fax: 506-387-3987                                          Fax: 301-430-7283

               otda (ontario tire dealers association)
               34 Edward St, Box 516
               Drayton, Ontario N0G 1P0
                                                    ACME Concord                 16

                                                                          Atlas Tire Wholesale        11, 21, 23,
                                                                                                                           27, 31, 32


               WCtd (Western Canada tire dealers)
                                                                          Carlisle Canada               9
               #35, 5811 – 122 St
               Surrey, British Columbia V3X 3N5
               Tel: 604-507-9772                                          Continental               2
               Fax: 604-507-9848                                                                                                         Together,
                                                     Distribution PDG           37    and impro
                                                                          DT Tire Distribution                    29    with Nitrog
                                                                                                                                         Why Offer Nitrogen Tir
                                                                          Duret & Landry              33      • Increase revenue and p
                                                                                                                                           • Improve customer loyal
               tdaC (tire dealers association of Canada)                                                                                   • Improve customer satis
               34 Edward St, Box 516                                      Kumho                          13      • Invest in a new, green t

               Drayton, Ontario N0G 1P0                                                                                                      extended tire life, greate
                                                                                                                                           • Improve customer satis
               Toll free: 1-888-207-9059                                  Odessa Canada              47      • Expand your customer
               Fax: 1-866-375-6832                                                                                                         • Startup marketing kit in
                                                                                                                                             to your customers

                                                                          OK Tire                           7             For additional infor

                                                                          Parker Hannifin        17
               Catra (Canadian association of tire recycling agencies)
               P.O. Box 8131, Station A                                   PBL Insurance           9, 35
               St. John’s, Newfoundland A1B 3M9
               Tel: 709-753-0955
               Toll free: 1-800-901-6672                                  Pirelli                           5
               Fax: 709-753-0974
                                              Rubber Association                3
                                                                          of Canada
               s.C.C.t.i. (supplier’s Council to the Canadian industry)
                                                   Tech International          18

                                                                          Yokohama                    48

      46       | Tire News | February 2010 | |
      Pub décembre 2.pdf   1   10-02-04   14:07









     Extreme speeds, extraordinary g-forces, punishing braking – the track delivers the
     perfect variety of punishment to serve as the ultimate testing ground for new tire
     technology. That’s why Yokohama has been a part of the American Le Mans Series
     since it began in 1998. It’s why we’ve been selected as the spec tire for the FIA
     World Touring Car Championship. And it’s why the 2009 Patrón GT3 Challenge is
     running only on Yokohama tires. So when you mount a set of ADVAN Neova® AD08
     tires onto your car, know that you’re driving with the most advanced racing
     technologies available today.

To top