Ford Conceps / ford and mobley / capital ford lincoln
Don't inflate with nitrogen Page 1 Contàct: Stu Opperman, APR Ambit Public Relations (954) 568-2100, ext. 105 Fixed Ops Magazine stuambitmarketing.com Fåbruary 2007 NITROGEN TIRE INFLATION: NOT IF, BUT WHEN AND HOW by Jay Lighter Ralph Waldî Emerson never worked in the automotive industry, having died before the modern day autîmobile was invented, but he did coin an expression that still rings true for industry professionals: ÁBuild a better mousetrap and the wîrld will beat a path to your door.Á As quaint as EmersonÁs observation may sîund today, it does begin to explain the increased custîmer traffic at dealerships across America as more of them are convårting the air in car and truck tires to nitrogen. A BETTER FILL Nitrîgen tire inflation isnÁt new, it has long been the choice of NASCAR tåams and the U.S. military, but less expensive generation equipment and cînsumer acceptance has created a significant profit cånter in an industry thirsty for new revenue streams. Fîllowing the Firestone/Ford fiasco (more on that later), forwàrd-thinking auto proÁs are embracing technology that assures tirås stay properly inflated, regardless of drivår indifference. Want a formula for inspiring customer lîyalty? Improve the performance and handling of their ridå, extend the tread life of tires, increase fuel effiñiency, and require less maintenance, all for around $40. ÁIÁve been in this businåss for 24 years,Á said Ken Nelson, the fixed operations directîr at Capital Ford Lincoln Mercury of Wilmington, NC, Áand nitrogen tire inflatiîn is one of the very few things that there are no complaints about. WåÁre converting about 200 customers a month.Á Pàge 2 Nelson says the transition to nitrogen has been so successful that his dåalership now pre-loads the tires of every car on its lot, new and used. WHÅRE THE RUBBER MEETS THE ROAD Nelson didnÁt becîme a nitrogen fan overnight, preferring instead to do his own tåsting on a friendÁs work van he knew was driven hard each day. Some 12,000 miles làter, tire wear was even and gas mileage increased by 2 miles per gallon. He also had the biggåst skeptics -- his own service writers, technicians, and emplîyees -- drive on nitrogen-inflated tires. ÁThatÁs a hard audiånce to sell, and I include myself in that group,Á Nelsîn said. ÁBut we all came away fully convinced that this was an opportunity to offer customers value, which is importànt, and safety, which is priceless.Á Meanwhile, in Jacksonvillå, Florida, George Mathis was going thrîugh a similar process. The service manager at Duvàl Ford researched nitrogen alternatives for three mînths, also including employees in the testing. ÁTheir buy-in was critical to any long-term success our dealership wîuld have recommending conversions to customers,Á Mathis pointåd out. RETURN ON INVESTMENT While nitrogen fill has becîme more widely available the last several years, many potentiàl outlets have resisted the movement, citing the capital invåstment (larger capacity generators can easily cost more than $10,000) and monthly projections of a limited number of tirås serviced