RMA launches tire recall search tool for consumers
The Rubber Manufacturers Association (RMA) has launched an online tire search tool to help motorists identify recalled tires. For tire dealers, this search tool is a good opportunity to connect with customers by reaching out to them through your networks and database to tell all about it.
How does it work?
Using the online search tool, consumers can easily check if a tire has been subject to recall by entering their tire’s Tire Identification Number (TIN). The tire search site covers all RMA members’ tires since 2000. That’s approximately 80 percent of all U.S. tire shipments and includes brands such as Bridgestone, Continental, Goodyear and Michelin.
If a tire is subject to a recall, then contact information is provided so the consumer can find out about possible remedies. All RMA members will have a link to the search tool on their company websites. The site also has a tire registration service, government recall information and tire safety tips.
“Consumer safety is the top priority of RMA member companies,” said RMA president and CEO Anne Forristall Luke. “Last year, RMA led the effort to pass federal legislation to require the nation’s highway safety agency to create a searchable database of tire recalls. Until that is done, RMA will provide consumers with an online tool to help identify a recalled tire made by one of our members.”
Federal highway legislation passed in December 2015 requires the National Highway Traffic Safety Administration (NHTSA) to create a similar tool for all tire recalls and the RMA’s tool will feed into that. “Consumers, tire manufacturers and regulators all want recalled tires to be quickly identified and removed from service,” Luke said. “This tool will help accomplish this important safety goal.”
How can I leverage this tool?
If you send out a regular newsletter to your customers, include information on how they can access the search tool, why recalls are important and what customers should do. Push out the message through your social media networks by posting the link and information on Facebook or Twitter. It’s also helpful to have a link on your website.
Letting your customers know about the online search tool and the importance of tire safety can prompt them to have their tires checked or replaced. You can reinforce this message by giving your customers reminders about tire safety every few months, but especially every time there is a tire recall.