Lower prices, higher costs

Low-cost tires provide short-term savings but long-term costs

Years ago, a research firm conducted a study of passenger- and light-truck tire buyers and determined that consumers fell into one of three categories: brand, price or service. Brand buyers were obviously loyal to the name on the sidewall, while the only loyalty of price buyers was to the cheapest option. Service buyers basically took the recommendation of their mechanic, so brand and price were secondary. Regardless of the motive behind the purchasing decision, the influx of low-cost

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