CONTINENTAL CAR OF THE YEAR 2013 AND RUNFLAT TYRES.

CONTINENTAL IRISH CAR OF THE YEAR 2013.

After many weeks and months of test driving and evaluation,the BMW 3 Series was chosen by the Irish Motoring Writers Association as Continental Car of The Year 2013.

I have read one criticism on the choice, based on the rationale that "it is beyond the affordability of most people". Right so on that rationale many people can't afford a new car so a Fiat Punto is out of the question for everyone else?
Of course there is hardship in Ireland. Many people are out of work and struggling. However nearly two million people are working and these are the people who are buying new cars. They don't need to be reminded constantly how terrible things are. In truth some couples I know spend more on wining and dining per month than the price of some the deals available on 3 series for 2013. The 3 series is a lifestyle choice for some and in terms of value for money, style, environmental friendliness and fuel economy; this car is a great choice. Driving it is an absolute pleasure. For these reasons the 3 series is a worthy winner of Irish Car of the year.

The 3 Series is the first winner of this esteemed title that comes on Runflat tyres as standard.
So what are Runflats? And what are the advantages or disadvantages of same?

Continentals' SSR stands for Self Supporting Runflat Tyre, which pretty much says it all. The sidewall of  Runflats have been reinforced to take the weight of the vehicle in the event of air loss/puncture.

The vehicle can then be driven for up to 100km at a restricted speed 80 KPH in order to get the motorist to a safe place for repair or replacement. All of the other major tyre manufacturers also produce a runflat option and as a standard technology in tyres, they are very much a growth segment. This video gives a very persuasive argument for the use of runflats and demonstrates very clearly what the safety benefits are.

In summary the benefits are,

• Safety. Handling of vehicle is controlled in the event of a sudden catastrophic tyre failure.
• Safety. The motorist does not endanger him/herself on the roadside changing the wheel. Fewer lives have been lost on UK motorway sidings in recent years.
• Mobility. In most case the driver's journey/trip can continue.
• Space. There is no spare so space is maximised.
• Weight is reduced with no spare. Resulting in better fuel economy.

However it would be unbalanced to give a totally one sided argument to the use of runflats. There are some disadvantages. Such as.

• Cost. Runflats are generally more expensive to replace the standard pneumatic. Although the gap is gradually closing.
• Availability. Not all tyre shops will carry as large a range as they are a minority fitment.
• Repairabilty. Is a grey area. Most tyre shops do not repair runflats and repairs are "not recommended" by tyre manufacturers. Resulting in extra cost and waste.
• Breakdown. In the event of a tyre being shredded or seriously damaged in an impact, the driver will need a tow or callout.
• Pneumatic or standard tyres arguably gives the driver a smoother better ride.

Ultimately it is you the motorist who makes the decision for or against and in truth we get mixed reports from our customers. We stock a full range of sizes and brands at Heffernan Tyres and it is our view that runflat technology is with us to stay and that more and more vehicles will be coming fitted with them as standard. 

For now, BMW are leading the way. And according to the IMWA, in more ways than one. And I for one, agree with them.

KILDARE VILLAGE, PIRELLI AND US. WE'RE ALL STYLE!

Well we like to think so anyway! You can be the judge when you come and visit our town.
In truth, we are hugely proud of our fine shopping centre and to celebrate it we have designed a Pirelli Voucher giveaway for Christmas. We will give all our customers a €40 Kildare Village gift voucher for every four Pirelli tyres purchased and fitted from November22nd to December 24th.

The Kildare Village Chic Outlet Centre has been such a success for our town that on Sunday last a traffic warning was in operation for the N7 at Kildare. Don't let that put you off though as there is plenty of parking and overflow parks nearby.
There is no doubting that clever marketing and a great product is what has been the driving force behind the success of the centre. The atmosphere is always relaxed and the streets of the village are always spotless. It's a lovely place to shop.
The great news is that the centre is soon to be extended, resulting in more jobs for Kildare and hopefully even more success for the Village.

Anyone watching F1 racing these past few years will be in no doubt which tyre company is responsible for the racing car tyres. Pirelli have made F1 racing their own since becoming the exclusive tyre sponsor three years ago. As a brand they've marketed and promoted successfully over the years and have a enviable reputation for quality and style. Everything from their annual calendar to their signage and hospitality at F1 events exudes class and style. Heffernan Tyres are proud to be a Pirelli "Driver" accredited centre.

And so we have decided to run this stylish promotion between now and Christmas. It has multiple value added advantages to anyone needing to get their tyres changed for winter and visit the outlet centre at the same time.
Firstly, we can advise you how to avoid the traffic by taking an earlier exit and leaving your car with us. We will give you a lift to the back entrance of the centre and pick you up when your car is ready.
Secondly we will give you a €40 voucher to spend at the centre or €10 per tyre to a minimum of two.
Thirdly you will be buying a stylish, Premium brand of tyre at a great price that will give you excellent grip and wear this winter. Call us now on 045521253 or log on to our website.
We look forward to welcoming you in style this festive season.

"NO WE DON'T DO CHIPS HERE! GET OUT!"

Or so went an urban myth in Dublin five years ago. The story ran at first that a diner had asked for a portion of chips at Kevin Thorton's double Michelin starred restaurant in Dublin only to be forcibly ejected by the celebrated chef.
Like many such myths there was some truth in it. Apparently when the chips were served the diner sent them back and a row ensued with the chef which resulted in the diner and his companions being asked to leave.
Kevin Thornton later explained that whilst chips were not on his menu, he often cooks them on special request for children, but on this occasion had been ''aggravated by this particular customer''. The customers were also called  ''wankers and a bunch of dickheads'' on their way out.

There is an old saying ''There's no such thing as bad publicity". In this case it's probably true.
The story spread like wildfire in Ireland and people retold it in various forms. In some versions Thornton was made to look like a food snob. However most people were sympathetic to him and saw him as an uncompromising perfectionist. He did what he did with style and had his business set up in such a way that asking him for a bowl of chips or a pizza was like asking for a Lobster Thermidor at the Tallaght Borza.

Not that there's anything wrong with the Tallaght Borza!
They've been serving fish and chips to the people of Tallaght for nearly fifty years and even had an RTE documentary made about their family some years ago. They do what they do and Thornton's do something totally different.

So what have Thornton and Borza got to do with Heffernan Tyres?
The answer to the question is simple. It's Quality.
Tyres can be bought from many sources at a wide range of prices. But for the most part, you get what you pay for. When customers ask us for the cheapest option in tyres, our staff will always point out that cheap is not necessarily cheaper in the medium to long term. Budget tyres are likely to wear out sooner than premium. Fact!
There is no substitute for the amount of R&D that goes into Premium tyres like Continental. Michelin, Pirelli, Bridgestone or Goodyear. Research and development on compounds, treads, braking distances and grip. Research that makes tyres that save you money on fuel and research that makes tyres that save lives. Budget tyres never get favourable results in independent safety checks where tested against premium. Fact!

At Heffernan Tyres we focus our buying on Premium brands. We buy in bulk to keep the price down for our customers and we have one of the largest stock holdings of Premium brand tyres in Ireland. We realise that sometimes our refusal to buy bulk in Budget tyres means that we may be a little dearer than the cheap tyre merchants. We know, because customers often return to us with tyres which did not last or on some occasions with non E marked tyres or remoulds which failed have NCT tests.

Like Kevin Thornton, we have found our niche in the marketplace. We realise what we are good at. We provide a quality, value product rather than a cheap compromise. We will never compromise on our service and our commitment to our customers and we design and tailor our complete offer to them. We look forward to welcoming you to our business.

AS GOOD AS IT GETS.

AS GOOD AS IT GETS.

The 1997 Oscar winning film deals with the psychological condition  Obsessive Compulsive Disorder or OCD. So what has that got to do with us? Are we OCD about tyres? No not really!

We can however be on the obsessive side when it comes to getting things right. I'll give you an example.

OUR WEBSITE www.heffernantyres.com

In a recent independent review of our website and social media package we scored 29/30 and topped the table of other retailers North and South of Ireland.

After a brief moment of  'Great stuff and well done' we quickly moved on and in truth have had more discussion about the one point we dropped than the twenty nine we gained.

Now don't get me wrong here. There are no killjoys in the business. There is nothing negative about our self analysis. It's just in the culture of the place.

Unlike many businesses we never obsess about what our opposition are doing. We pay very little attention to them at all. They do their thing and we do ours.

What we do obsess about is our customer. We are constantly asking ourselves what it is that our customer expects from us. What our customers like to see on a website, facebook page or newspaper ad.

We make changes to our offer based on the outcome of discussions we have on a daily basis and we believe  that we are on the right track. Our website and Social Media are tools we use to communicate the real strenghts of our business. Our business in a nutshell, is built on four solid pillars. These are our building, which is purpose built with the motorist in mind. Our facilities, waiting area, hospitality which are designed around maximum comfort for our customers. Our staff, who are the best in the industry and are happy in what they do. And our reputation for quality, honesty and value.

There will always be areas in which we can improve and the constantly changing nature of the marketplace means that we have to stay on our game. We need to keep up with consumer trends, buying behaviour, legislation and social responsibility.

We will always take any criticism seriously and act on it. We do so confident and secure in the knowledge that whilst our business is not perfect, we know, It's As Good As It Gets.

TYRES AND FOOD.

 TYRES AND FOOD.

The 2007 Pixar film Ratatuille is based loosely on the life of French Chef Bernard Loiseau. Loiseau, tragically shot himself in 2003 when a rumour in the French press suggested that he might lose one of his three coveted Michelin Stars.

So how could the opinion of a tyre company evoke such passion and tragedy? What is the connection between tyres and food? And how has that relationship endured?

The founding Fathers of Michelin Tyre Company, Edouard and Andre Michelin, were marketing experts long before the word marketing became an everyday word in business. Like Walt Disney, they had an innate sense of what their end users wanted from a product and how to tap into the lifestyle aspirations of their customers with their brand.
With the development of the motor car and the growth of motoring as a pastime, so arose the the need for maps and guides. In 1900 the first Guide Rouge was released. It included recommendations of Country Inns and restaurants where the motorist could find refreshments.

The 1900 Red Guide

In 1933 Edouard Michelin introduced the Michelin Star as a measure of quality and excellence. With time The 'Bib Gourmand' has been added to award Restaurants and Pubs offering 'good food at moderate prices. One, Two or Three stars are awarded for degrees of excellence.
The guide is now available for over one dozen countries including UK and Ireland.
The celebrity chefs which have become household names in recent years; Ramsey,  Pierre White, Blumenthal,  Bacuse ,Blanc all have the Michelin Star in common. In fact Frances Premier Chef, Paul Bacuse said in the 60's, 'Michelin is the only guide that counts'.
There is no doubt that Michelin still leads the way in this regard. The integrity of the guide is preserved through a strict code of behaviour in Michelin's Maps and Guides department. They go to extraordinary lenghts to preserve the anonymity of their inspectors. Inspectors are advised never to disclose their occupation(even to parents) and never to talk to journalists. And so the integrity of the guide endures.

Nearly 23 years ago John and Sally McKenna bought a cheap car and set off around Ireland and compiled the information to write the first Irish Food Guide. Two years later and the annual edition was sponsored and promoted by Bridgestone Ireland. The book received international acclaim and became the 'go to' book in terms of Irish quality food and artisan food producers. The guide reviews restaurants, shops and businesses of all kinds where food is sold or served. It is an excellent chronological guide of Ireland's emerging food culture in that it charts our development from emerging economy to boom and to where we are now. What it demonstrates is, that despite weak economic times, Ireland's quality food sector is booming and ever expanding. This year the Guide was released minus the Bridgestone sponsorship. We hope that this is a temporary arrangement as this has been a very successful partnership. The Irish Food Guide will continue and prosper regardless.

So do food guides sell tyres? Almost certainly not. What they do is reinforce branding. They help to familiarise the brand and the tyre at the point of purchase. It reinforces the confidence of the customer that in purchasing one of these brands, they are purchasing a familiar and quality recognised product.

Whilst we have no Michelin Starred restaurants in Kildare Town, we do have Mary Kathryn's Deli on Academy Street. A Ballymaloe trained chef, Mary Kathryn Murphy is a well deserved recipient of John and Sally's Bridgestone Plaque for excellence in fine food. If you don't believe us check it out when you're in Kildare. We'll drop you up whilst your car is being serviced.

SEMPERIT.'DRIVING' STANDARDS.

SEMPERIT. 'DRIVING' STANDARDS.

In the tyre market there exists something of a glass ceiling where the word Premium is used. It would be fair to say that there are six household premium brands consisting of Continental, Michelin, Bridgestone, Goodyear, Dunlop and Pirelli. Six or seven other brands push the ceiling. They include Toyo, Hankook, Kumho,Yokohama, Firestone and Semperit. In some markets such as Australia, Hankook breaks the ceiling. Kumho is a champion performer in the world of Rally. So there are strong examples where the big six come under pressure and these other brands push the ceiling in. In Ireland one brand smashes the ceiling and sits well and truly comfortably in our big seven. That brand is Semperit.

  CIRCA 1970 KILEEN RD. DUBLIN

Certainly one reason for Semperits' success in the Irish market is it's history. An Austrian Company originally, Semperit had a manufacturing hub in Ballyfermot Dublin. They were a popular employer and produced a quality product. As a result ; Irish consumers supported the brand. The factory and it's management became the 'go to' when issues of tyres or road safety arose in the media.

Despite having been taken over by Continental Tyre Group and closing it's base here, Semperit have retained that authority. Surveys into driver behaviour, safety statistics and general market information relative to tyres regularly come with the tag 'A new report by Semperit'.

Irish Car of The Year is supported and sponsored by Semperit. Where other tyre brands have associated with sports, dining, touring , etc; Semperit have made a complete success of concentrating on Marketing activities totally close to what they do. They 'make life easier for the motorist'.

THOMAS HEFFERNAN(LEFT) RECEIVES SEMPERIT RETAILER OF THE YEAR FROM PADDY MURPHY GENERAL MANAGER IRELAND CTG.

Where other tyre companies have scoured the world looking for the finest hotels and restaurants; again Semperit have dared to be different. The Semperit Retailer of The Year is an Irish Initiative in it's third year. It is a continuous assessment of tyre retail businesses over a twelve month period. Businesses are audited on the quality of their business in terms of professionalism. presentation, website and customer service. There are mystery shoppers and mystery phone calls. It culminates in an award ceremony where the overall winner is announced. It is a serious driver of standards. It sets the bar for what is required in our industry in terms of our responsibilities for road safety. Quality retailers sell quality products. Where tyres are concerned, quality tyres save lives. Heffernan Tyres welcomes this great initiative by Semperit and CTG. We are a little biased in that we have won the title for the last two years. 

We see improvement in other tyre businesses in Ireland and we continually strive to do things better. There is no doubt that this competition drives competitive spirit and so Semperit are continually 'Driving' standards. Upwards!

WHAT WOMEN WANT

WHAT WOMEN WANT.

The hilarious 2000 Romantic Comedy starring Mel Gibson and Helen Hunt deals with the subject of target marketing in a Chicago advertising firm. The chauvinistic Gibson (Nick) is given a collection of feminine products by his new boss, Hunt(Darcy) and instructed to design ''copy'' for the products by ''attempting to get into women's heads''. The scenes that follow are farcical, hilarious and make for a great film.
Although beneath the surface the film does deal with some very complex issues including sexism, office politics and the dynamics of male female work relationships where women are the bosses.

 A glance around our waiting room on any given day will confirm who are biggest customers are. Women by a mile! Now we didn't go to the same lenght as Nick to achieve this, however it is not an accident. Several of the conditions that we have in place have made us first choice for the female market in our immediate area and beyond. The three most important factors are Staff, Waiting area and our Premises. How so?

STAFF. Our front office staff are all women. They are a highly professional team and have learnt the technical side of tyre products,features, benefits, USPs, etc, through years of experience and training. They do all the selling with regard to tyres and do so in a consultative non pushy style.
Our Manager Nigel and floor staff of fitters and technicians are a team of gentlemen. There is never any atmosphere of patronising chauvinistic behaviour,swearing or any of the stereotypical behaviour that many people associate with Tyre shops. We make our customers feel relaxed.

WHAT WE'RE NOT!

WAITING AREA All of  the multi national tyre retail chains in Ireland employ near 100% men in their retail businesses. Their staff alternate between workshop floor and counter. The end result means one thing... dirt. Our waiting area is designed for absolute comfort and is always spotlessly clean. We have WiFi, Papers, Complimentary Fresh Coffee, TV, kids toys and wheelchair accessable restrooms. We aim to make a visit to Heffernan Tyres a comfortable experience.

OUR PREMISES Our building ,we believe , makes a statement about what we do. Our multiple bays allow easy access and maximum efficiency. We look like we are experts at what we do because we are experts at what we do. There is no doubt that it is our female customers who are most safety and quality focused. They are far less likely to indulge in the bravado or risk behaviour of their male counterparts. We don't have statistics yet but from what we know, women are far less likely to purchase part worn tyres.

Through our Social Media and advertising channels we will continue to grow our business with our female clientele  We are always looking at ways to improve our image and convenience to this target market and welcome suggestions at any time. We provide a shuttle service to nearby Kildare Village Outlet Centre, allowing our customers to carry out other business whilst their car is being serviced. This has been very popular.

There are some very good reasons as to why businesses everywhere should follow our example. I like this rationale from Robert Craven of Bright Marketing.

''This is not a feminist thing but a straight down the line business/commercial argument. The women’s market is not a niche, a speciality group or a minority – they have wallets, and for many businesses, women as decision-makers and consumers hold the key to future success.''

And the real figures,

''Research from NFWBO (National Federation of Woman Business Owners) shows that women are the primary decision makers for consumer goods in 85% of households, and women make 75% of decisions about buying new homes, make 81% of the decisions about groceries. They influence at least 80% of all household spending! According to Verdict Research women now spend 10% more than men, on average, on the Internet (£579 against £541 for men).''


But ultimately we hope that our business is what everybody wants. What we offer to our customers does not cost any more than our competitors. We have tailored our business to you the customer. Because we know that when you try our service you'll be back. And that's what we want.

PROGRESS AT LAST

PROGRESS AT LAST. A CAMPAIGN AGAINST UNSAFE PART WORN TYRES.

At last, today we received a letter from the representative body, the Irish Tyre Industry Association(ITIA), which advised us of a new campaign to lobby Local Authorities and TDs about the double standards being applied where the sale of Part Worn tyres are concerned.

A standard letter has been drafted which includes all of the issues we raised in our previous posts on the subject including, Black economy, cowboys,VAT, jobs, environment, dumping, safety and tax.

Respectable businesses such as ours are often singled out by the same authorities to the point of near harassment. After all it's easier to ask standard questions in a business where your safety and comfort are guaranteed than it is in a filthy depot nearby where they're not as hospitable as we are. We exist and play on a totally uneven playing pitch and it threatens our jobs and income, every day.

A simultaneous campaign will begin in Northern Ireland where tyres are to be purchased from some of these outlets and sent for safety testing. We know what the results will be. DANGEROUS!

If you or anyone you know are considering going down the road of purchasing part worn tyres. Please think again. Your safety and our industry are in the balance.

At Heffernan Tyres we take our commitment to safety and environment seriously. We will not compromise on either whatever the opposition throw at us and will continue with our campaign until a positive result is achieved.

OUR TEAM AT HEFFERNAN TYRES

THOMAS HEFFERNAN

Thomas was pretty much born into Heffernan Tyres in that the business was established before he was born. He worked part time in the business whilst in school and did the hard yards when we were a truck specialist in Sillott Hill. The design of our new state of the art premises on Dublin Rd was conceived by the vision of Thomas and his wife Linda and was years ahead of it's time when completed. We like to think it still is and we have the accolades to prove it. Outside of the tyre industry, Thomas is a trained Pilot. His hobbies include Skiing and Opera Singing. Although, for obvious reasons, not both at the same time.

FIDELMA CONWAY

Before having three sons, Fidelma was something of a Corporate High Flyer and it shows in her telephone technique. A consummate professional, Fidelma is probably the best telephone Sales Consultant in the tyre industry. Recorded examples of  her calls are used in training workshops by some of our major tyre suppliers. A vivacious personality, Fidelma , is a great asset to Heffernan Tyres and always gets the better side out of people. Good humoured, Fidlema, is always quick with a joke. It is usually the same one, mind.

NIGEL GILL

Nigel Gill has been our floor Manager for ten years. He is responsible for a team of six Mechanics, fitters and breakdown men. Before joining us Nigel ran a depot with a retread factory so had many years in the tyre industry. A calm and relaxed manager, Nigel interacts well with our staff and customers. Probably as a result of this we have minimal staff turnover. Nigel is very interested in what he does and always has time to explain to customers and staff what work needs to be undertaken and why.

Honest to a fault, Nigel is a deeply spiritual man. If you have any theological questions for him you are advised to bring a packed lunch.

BILL DOMICAN

Sales Representitive, Social Media Person and general nuisance, Bill Domican has a long association with Heffernan Tyres. Firstly as our Michelin Area Manager in 2001 and later as our Business Development Executive. Bill is a Michelin Institute trained tyre Technician and has brought many  long term accounts to Heffernan Tyres. Unlike Nigel, Bill is not spiritual at all. He is vain. His hair is real.

GER MURRAY

For all things Mechanical, Ger is your man. With over ten years experience in Irish Garages, Ger has worked on cars of all decriptions. He pretty much puts his hand to any task from clutches to timing belts and has been a huge asset to us since joining the team three years ago. Despite being from Offaly, Ger says he experiences very little predjudice from the locals. This speaks volumes for the tolerance of Kildare people in that it was a man from Tullamore who was pretty much responsible for most of our country's current problems.

ROBERT SZMIDKOWSKI

Some people are born with a gift with their hands. This has to be said of Robert Szmidkowski from Poland. A welder by trade, Robert has the ability to fix things which most of us throw out. Alloy repairs are a specialty but his best talent is in the repair and rebuilding of exhausts. Every year Robert save hundreds of our customers money with his repairs. He is not popular with our exhaust suppliers as a result. He invented recycling.

ANNE O'BRIEN

Anne is possibly the most constant person we know. She never appears to have a bad day, a bad mood or a bad anything. Or if she does we never see it. Like Fidelma, Anne is a customer service expert with a huge knowledge of our industry. Ann always talks quality and knows how to drive home the difference between premium and budget products. When  Ann is working the waiting area and office are always spotless. We would not describe her as OCD in this regard, we are however afraid of her where muddy shoes are concerned.

MARY McEVOY

Mary McEvoy is our longest serving staff member and has been with Heffernan Tyres for twenty years. Mary knows and manages every area of our business from TEAM systems, Stock control, Payroll, Budgets, to credit control. Mary manages our 24/7 call out services and we have 100% success rate in this regard. We have never let a customer down on the roadside in Ireland or Europe. Mary is the only one other than the MD who has control over the breakdown drivers. They don't listen to anyone else.