By Dan Guyer, Networking Committee Chair
The Wheel, Tire, Suspension, & Brake Council (WTSBC) Coffee and Conversation sessions in April and May zeroed in on one of the industry’s most pressing challenges: tariffs. With the White House introducing sweeping 25% tariffs on nearly all imported car and truck tires and wheels—affecting products from Thailand, China, the EU, and beyond—the aftermarket community came together to share insights, concerns, and strategies.
In April, David Shaw, CEO of Tire Industry Research, provided a deep dive into the new Federal Register updates, clarifying that while agricultural and off-road tires were excluded, light truck tires and most aftermarket products would face sharp cost increases. Retailers like Jay Ehret raised concerns about shifting consumer behavior, suggesting rising prices might push buyers toward premium or domestic products. Meanwhile, marketers emphasized the importance of pivoting away from price-focused messaging toward value, branding, and consumer education, reminding the group that “price becomes an issue in the absence of value.”
The May session picked up where April left off, with a robust discussion among manufacturers, distributors, and retailers about real-world impacts. Roman Mayers (Gemini Shippers Association) shared that many businesses are exploring bonded and foreign trade zone warehousing, while others are reevaluating sourcing, moving away from China to Southeast Asia or India. Despite the adjustments, participants acknowledged that tariffs are largely unavoidable and cautioned against assuming shipping term changes could bypass duties.
Across both sessions, participants agreed that while the full implications are still unfolding, staying adaptable, communicating clearly across supply chains, and closely watching consumer sentiment will be critical. The WTSBC continues to provide an invaluable forum for members to share best practices and stay informed as the industry navigates these complex challenges.
The next WTSBC Coffee and Conversation will take place on Thursday, June 5, at 9 a.m. PT. Register here.
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