Atlas Tire Sends Dealers Back to School
The fourth installment of Atlas Tire University was held earlier this fall in Mississauga, Ontario at the Four Points Sheraton. Close to 80 attended the full-day event, complete with meals – breakfast, coffee breaks and lunch.
The theme of this edition of Atlas Tire University was Winter Tires. The six manufacturers who “taught classes” at the University – Bridgestone, Continental, Goodyear, Hankook, Pirelli and Yokohama – focused their lesson plans on winter tire technology, explaining to “students” what’s new in winter tires, why modern tire technology makes winter tires the best choice for Canadian winters, and why vehicle owners must be taught the 7 degree Celsius rule – the point at which all-season and summer tires can no longer be trusted to function as needed.
“Like any school, we have certain rules at Atlas Tire University,” explains Peter Gregory, President of Atlas Tire Wholesale. “The six manufacturers who teach classes are not allowed to talk bad about the competition. They’re only allowed to talk about their own products, and their mandate is to teach our guests, the tire retailers and car dealers, the things they need to know in order to succeed at selling tires this winter season.”