Ontario Dealer Day: Know the Future

A small part of Atlas Tire’s team (L-R) Peter Hanson, Sales & Account Manager, Car Dealer Channel; Helen Arutiunova, Purchasing Coordinator; Raivo Hanemann; Sales & Account Manager, Car Dealer Channel; Jessica Thwaites, Project Manager, Business Development

Atlas Tire helps dealers determine future demand.

On April 16th, the Trillium Automobile Dealers Association (TADA), in conjunction with Co-Auto, for the first time presented “Ontario Dealer Day,” a trade show and conference held just north of Toronto. Hundreds of car dealer staff came out to enjoy the keynote speakers and to view the products and services at the trade show.

Atlas Tire Wholesale was there, and although it’s not unusual for a tire distributor to attend one of these events, Atlas Tire is proud to be a TADA Associate Member and Silver Partner. With a history of providing strong support to TADA’s programs and initiatives, Atlas was happy to participate in this forum, which allowed them to showcase their qualified team, car manufacturer national account programs, product training and unique data-driven sales approach. Atlas Tire is focused on helping dealers grow their business.

“We are the tire specialists, and we have all the tools at our disposal to harvest the data we need in order to predict the demand.”

Peter Gregory, Atlas Tire President

At Dealer Day, the Atlas Team was well represented in the booth. Their Marketing and Materials Management department staff was supported by a rotating crew of Sales & Account Mangers. The team’s goal was to move away from traditional sales methods, where typically the Wholesale Distributor only talks to parts department personnel about the sell-in transactions, and to increase focus on conversing with the parts, service and even the sales teams, where possible, about the retail sell-out and how to identify and meet consumer demand… especially how to plan for emerging demand by looking ahead.

A national tire distributor, Atlas was there not simply to sell tires, but to promote the fact that the company is more than just a wholesaler – they’re educators. “We want to help dealers by providing them with information that will position them, the resellers, to better sell to the consumer,” explains Peter Gregory, Atlas Tire President. “We want to provide dealers with information that will allow them to plan for the future.”

In other words, beyond selling the tires dealers need today, Atlas can help dealers identify emerging demands, and future needs of their specific vehicle brand.

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