Fixed Ops Journal - February 2022 - F14

FIXED OPS JOURNAL
GOING MOBILE
Dealerships gauge tire installation as at-home service demand surges
KEN WYSOCKY
foj@autonews.com
M
obile tire installation services
are having a moment, propelled
by a powerful one-two punch:
consumers' Amazon-ifi ed expectations
for convenience and COVID-19,
which has further whetted their appetite for
more at-home services.
" People value their time more than ever before,
and they don't want to take two to three
hours out of a day to get their tires changed, "
says Derek Naidoo, co-founder and CEO of
GoMobile Tires, a franchise-based mobile tire
installation service. " So why go to a shop
when we can bring the tires to you and install
them at home, where you work or even while
you're on a golf course? "
Th e growth of mobile tire installation services
poses a dilemma for fi xed ops directors:
Do they cede the market to a growing number
of already established mobile tire installers or
make expensive investments in vehicles, staff
and equipment to compete in a low-margin
service sector?
It's an important issue because tires will become
an even more crucial revenue generator
PAGE 14 FEBRUARY 2022
Dilemma for fi xed ops: Cede the market to
installers such as GoMobile or make expensive
investments in trucks and equipment,
right, to compete?
for fi xed ops departments, thanks to the growing
popularity of electric vehicles, which will require
fewer repairs and less maintenance. EVs
also wear out tires faster, industry experts say.
A growing market
Th ere is plenty of competition in this arena.
While statistics about the size of the market
and how much it has grown during the last
several years aren't readily available, anecdotal
evidence abounds.
Several national franchisers, such as GoMobile,
Tread Connection and In-Motion Tires,
off er mobile tire service. So do many small independents
and medium-size regional operators.
Brick-and-mortar tire sellers are following
suit, as evidenced by Goodyear's Roll and
Bridgestone's Firestone Direct mobile programs.
Online
tire retailers such as Tire Rack, Tire
Agent and Tirebuyer.com also off er mobile
service.
In fact, GoMobile also has forged partnerships
with four online retailers, Naidoo says.

http://www.Tirebuyer.com

Fixed Ops Journal - February 2022

Table of Contents for the Digital Edition of Fixed Ops Journal - February 2022

Fixed Ops Journal - February 2022 - Intro
Fixed Ops Journal - February 2022 - F1
Fixed Ops Journal - February 2022 - F2
Fixed Ops Journal - February 2022 - F3
Fixed Ops Journal - February 2022 - F4
Fixed Ops Journal - February 2022 - F5
Fixed Ops Journal - February 2022 - F6
Fixed Ops Journal - February 2022 - F7
Fixed Ops Journal - February 2022 - F8
Fixed Ops Journal - February 2022 - F9
Fixed Ops Journal - February 2022 - F10
Fixed Ops Journal - February 2022 - F11
Fixed Ops Journal - February 2022 - F12
Fixed Ops Journal - February 2022 - F13
Fixed Ops Journal - February 2022 - F14
Fixed Ops Journal - February 2022 - F15
Fixed Ops Journal - February 2022 - F16
Fixed Ops Journal - February 2022 - F17
Fixed Ops Journal - February 2022 - F18
Fixed Ops Journal - February 2022 - F19
Fixed Ops Journal - February 2022 - F20
Fixed Ops Journal - February 2022 - F21
Fixed Ops Journal - February 2022 - F22
Fixed Ops Journal - February 2022 - F23
Fixed Ops Journal - February 2022 - F24
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