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Tires and Rims - US - August 2010

This report explores the replacement and original equipment tire market in the U.S. It provides insight into the external and internal factors affecting tire sales, consumption, trends and what they mean for future sales, promotional campaigns and industry innovations. Specific questions that are answered in this report include, but are not limited to, the following:

  • How severely has the recession affected tire sales and what are the major players doing to survive?
  • How has the rise of China changed the tire industry and how will new government tariffs on Chinese imports affect the import landscape?
  • What growth areas remain for passenger car and light truck tires?
  • How has the rise of mass merchandisers and wholesale clubs affected the tire market?
  • Why and how are market innovators pushing the tire market forward in terms of product needs?
  • How has the rise of social media affected building brand loyalty among younger tire buyers?
  • What households purchase tires the most and who are the decision makers?
  • Which ethnic groups purchase which tires and why?

This report provides an in-depth examination of the tire market for industry retailers, distributors and marketers interested in pursuing opportunities to innovate trends within segments and to evaluate the competition. Sales and analysis covers the replacement tire market.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Passenger tire sales decrease 8% as consumers hold onto tires longer
                        • Five companies control 89% of all U.S. tire sales
                          • Respondent activity suggests rims market is a only a niche
                            • Independent tires dealers control 60% of retail distribution
                              • Yet these stores are threatened by mass merchandisers like Walmart
                                • Warehouse clubs increased number of stores by nearly 10%
                                  • … yet sales, number of tire company-owned stores declining
                                    • Chinese imports increased 116% from 2004 to 2009, threatening domestics
                                      • Retread tires provide cheaper alternative for trucks
                                        • Young consumers buying HP/UHP tires, now becoming standard
                                          • Consumers most desire performance, safety, affordability in tires
                                            • Light truck tire volume bears worst of recession
                                              • Majority of consumers spend between $101-249 or $250-499 on new tires
                                                • Consumers favor one-stop auto service
                                                  • Hispanic respondents value vehicle appearance, are buying rims
                                                    • Tire sales negatively affected by auto dealership closures
                                                      • Most consumers defer decisions about tire buying to professionals
                                                        • Rising costs of raw materials causing tire price increases
                                                          • Brand loyalty increases as consumers age
                                                            • Tire manufacturers turning to social media to motivate buying
                                                              • Internet plays larger role for Hispanics, more affluent buyers
                                                              • Insights and Opportunities

                                                                • Independent dealers can embrace the growth of big box retailers
                                                                  • Independent dealers must sell their advantage
                                                                    • Using big box retailers as a source of referrals
                                                                    • Inspire Insights

                                                                        • Trend: The Black Diamond Life
                                                                          • What’s it about?
                                                                            • From supermarkets to the TSA
                                                                              • Why not tires?
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Passenger tire sales decreased by nearly 8% in 2009
                                                                                      • Figure 1: Total retail sales of passenger tires in the U.S. and Canada, at current prices, 2005-09
                                                                                      • Figure 2: Total retail sales of passenger tires in the U.S. and Canada, at inflation-adjusted prices, 2005-09
                                                                                  • Market Drivers

                                                                                    • China tariff causes higher prices, constrained supply
                                                                                      • Raw materials cost increase causes price increases
                                                                                        • Recalls continue to be stain on industry
                                                                                        • Competitive Context

                                                                                          • Chinese tire imports account for nearly 20% of tire market…
                                                                                            • … although import opportunities slowed due to recent 35% tariff
                                                                                              • Figure 3: Total units of Chinese tire imports, 2005-09
                                                                                            • Retread tires provide cheaper alternative for trucks
                                                                                              • Retread market controlled by major replacement tire players
                                                                                                  • Figure 4: U.S. sales of retread truck tires, by manufacturer, 2005-09
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • High performance tires becoming standard …
                                                                                                    • … thus cannibalizing sales of All Season tires
                                                                                                      • Light truck tire volume bears worst of recession
                                                                                                      • Segment Performance—Performance Rating

                                                                                                        • Key points
                                                                                                          • High performance tires becoming standard, driving growth
                                                                                                              • Figure 5: Unit sales of HP/UHP tires, by volume, 2004-09
                                                                                                            • Goodyear HP/UHP leader among major brands
                                                                                                              • Figure 6: Unit sales of HP/UHP tires, by manufacturer, 2009 *
                                                                                                          • Segment Performance—Seasonality Description

                                                                                                            • Key points
                                                                                                              • Seasonal tires overview
                                                                                                                • Mud/Snow tires sales steady
                                                                                                                    • Figure 7: Unit sales of mud/snow tires, by volume, 2005-09
                                                                                                                  • All season tire sales decline 15.7% since 2005
                                                                                                                    • Figure 8: Unit sales of all season tires, by volume, 2005-09
                                                                                                                • Segment Performance—Car and Light Truck

                                                                                                                  • Key points
                                                                                                                    • Passenger tire volume down 11.2% over past two years
                                                                                                                      • Figure 9: Total shipments and average price of replacement tires for passenger vehicles in the U.S. and Canada, 2005-09
                                                                                                                    • Light truck tire volume bears worst of recession
                                                                                                                        • Figure 10: Total shipments and average price of replacement tires for light trucks in the U.S. and Canada, 2005-09
                                                                                                                    • Retail Channels

                                                                                                                      • Key points
                                                                                                                        • Independent tire dealers remain distribution leaders
                                                                                                                            • Figure 11: U.S. sales of passenger tires, by retail channel, 2007 and 2009
                                                                                                                        • Retail Channels—Independent Tire Dealers

                                                                                                                          • Key points
                                                                                                                            • Independent tire dealers leverage auto service to supplement revenue
                                                                                                                                • Figure 12: U.S. independent tire dealership sales of tires, at current prices, 2005-09
                                                                                                                              • Discount Tire largest independent dealer
                                                                                                                              • Retail Channels—Mass Merchandisers

                                                                                                                                • Key points
                                                                                                                                  • Mass merchandisers present impressive threat to independent dealers
                                                                                                                                    • Sears, offering private brands, trails Walmart
                                                                                                                                      • Figure 13: U.S. mass merchandiser sales of tires, at current prices, 2005-09
                                                                                                                                  • Retail Channels—Warehouse Clubs

                                                                                                                                    • Key points
                                                                                                                                      • Warehouse clubs increase number of stores by nearly 10% between 2005-09
                                                                                                                                        • Figure 14: U.S. warehouse club number of stores, 2005-09
                                                                                                                                        • Figure 15: U.S. warehouse clubs sales of tires, at current prices, 2005-09
                                                                                                                                    • Retail Channels—Tire Company-Owned Stores

                                                                                                                                      • Key points
                                                                                                                                        • Sales, number of tire company-owned stores declining
                                                                                                                                            • Figure 16: U.S. tire company store sales of tires, at current prices, 2005-09
                                                                                                                                        • Retail Channels—Auto Dealerships

                                                                                                                                          • Key points
                                                                                                                                            • More than 1,000 auto dealers close doors
                                                                                                                                                • Figure 17: U.S. Auto dealership sales of tires, at current and inflation-adjusted prices, 2005-09
                                                                                                                                            • Retail Channels—Service Stations

                                                                                                                                              • Key points
                                                                                                                                                • Service stations represent dying sales channel
                                                                                                                                                  • Figure 18: U.S. service station sales of tires, at current prices, 2005-09
                                                                                                                                              • Retail Channels—Miscellaneous Outlets

                                                                                                                                                • Key points
                                                                                                                                                  • Overview
                                                                                                                                                    • Pep Boys
                                                                                                                                                      • Munro Muffler & Brake Service
                                                                                                                                                        • Online buying
                                                                                                                                                        • Leading Companies

                                                                                                                                                          • Key points
                                                                                                                                                            • Five companies control 89% of all U.S. tire sales
                                                                                                                                                              • Figure 19: Retail sales of replacement tires, including passenger tires, light truck tires, truck tires, farm tires and OTR tires, in the U.S. and Canada, 2007 and 2009
                                                                                                                                                            • Goodyear still number one measured by volume
                                                                                                                                                              • Figure 20: Market share of replacement car tires by volume, by manufacturer brand, 2007 and 2009
                                                                                                                                                          • Brand Share—Bridgestone Americas Tire Operations LLC

                                                                                                                                                            • Key points
                                                                                                                                                              • Bridgestone sales down 5.9% since 2007, well below industry average
                                                                                                                                                                • Investment in retreading operations pays off
                                                                                                                                                                  • Bridgestone renews sports sponsorship agreements
                                                                                                                                                                    • Figure 21: BFS annual sales in the U.S. and Canada for passenger tires, light truck tires, truck tires, farm tires and OTR tires, at current prices, 2005-09
                                                                                                                                                                  • Company facts
                                                                                                                                                                  • Brand Share—Goodyear Tire and Rubber Co.

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Goodyear sales decline nearly 20% in 2009, third straight annual decline
                                                                                                                                                                        • Goodyear Assurance Fuel Max Tire proves company still innovation leader
                                                                                                                                                                          • Figure 22: Goodyear annual sales in the U.S. and Canada for passenger tires, light truck tires, truck tires, farm tires and OTR tires at current prices, 2005-09
                                                                                                                                                                        • Company facts
                                                                                                                                                                        • Brand Share—Michelin North America Inc.

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Aimed at consumers willing to pay up, Michelin’s flagship brand secure
                                                                                                                                                                                • Figure 23: Michelin annual sales in the U.S. and Canada for passenger tires, light truck tires, truck tires, farm tires and OTR tires, at current prices, 2005-09
                                                                                                                                                                              • Company facts
                                                                                                                                                                              • Brand Share—Cooper Tire

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Despite tariff, Cooper continues to import from China, raises prices
                                                                                                                                                                                    • Figure 24: Cooper annual sales in the U.S. and Canada for passenger tires, light truck tires, truck tires, farm tires and OTR tires, at current prices, 2005-09
                                                                                                                                                                                  • Company facts
                                                                                                                                                                                  • Brand Share—Continental Tire North America Inc.

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • New products lead to sales growth
                                                                                                                                                                                        • Figure 25: Continental annual sales in the U.S. and Canada for passenger tires, light truck tires, truck tires, farm tires and OTR tires, at current prices, 2005-09
                                                                                                                                                                                      • Company facts
                                                                                                                                                                                      • Brand Share—Other

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Other brands falter overall, specific brands growing
                                                                                                                                                                                              • Figure 26: “Other” brands annual sales in the U.S. and Canada for passenger car tires and light truck tires, at current prices, 2005-09
                                                                                                                                                                                          • Innovation and Innovators

                                                                                                                                                                                            • City offer residents free nitrogen refills
                                                                                                                                                                                              • 1-800EveryRim.com succeeds by supplying used rims online
                                                                                                                                                                                                • Goodyear, Continental introduce innovative fuel-saving tires
                                                                                                                                                                                                • Marketing Strategies

                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                    • Digital media
                                                                                                                                                                                                      • Major manufacturers get creative
                                                                                                                                                                                                        • TCS and Social Butterfly bring social media to independent dealers
                                                                                                                                                                                                          • Broadcast media
                                                                                                                                                                                                            • Low budget production values prove fitting for local dealers, help viewers relate
                                                                                                                                                                                                              • Figure 27: American Tire, Goodyear Destination Savings, TV ad, 2010
                                                                                                                                                                                                            • Bridgestone emphasizes cash back rewards
                                                                                                                                                                                                              • Figure 28: Bridgestone tires, $100 gift card, TV ad, 2010
                                                                                                                                                                                                            • Bridgestone mixes nature and innovation to promote Ecopia tire
                                                                                                                                                                                                              • Figure 29: Bridgestone tires, Animated highways, TV ad, 2010
                                                                                                                                                                                                            • Kuhmo highlights performance tire with video game-like action
                                                                                                                                                                                                              • Figure 30: Kuhmo tires, Car Jumps Bridge, TV ad, 2010
                                                                                                                                                                                                            • Michelin creates narrative to tap into concerns over gas prices, promote mascot
                                                                                                                                                                                                              • Figure 31: Michelin tires, Evil Gas Pump, TV ad, 2010
                                                                                                                                                                                                          • Type of Tire Purchased

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Majority of households purchasing tires over past 12 months
                                                                                                                                                                                                                  • Figure 32: Type of tire purchased, by gender, March 2010
                                                                                                                                                                                                                • Young respondents buying specialty tires
                                                                                                                                                                                                                  • Figure 33: Type of tire purchased, by age, March 2010
                                                                                                                                                                                                                • Households earning $100K+ purchase most high performance tires
                                                                                                                                                                                                                  • Figure 34: Type of tire purchased, by household income, March 2010
                                                                                                                                                                                                              • Tire and Rim Purchasing

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Rims purchasing only accompanied by tire purchasing
                                                                                                                                                                                                                    • Figure 35: Tire and rim purchasing behavior, by gender, March 2010
                                                                                                                                                                                                                  • Young respondents aged 25-34 most active in rims purchasing
                                                                                                                                                                                                                    • Figure 36: Tire and rim purchasing behavior, by age, March 2010
                                                                                                                                                                                                                  • One quarter of households earning $100K+ purchasing tires plus rims
                                                                                                                                                                                                                    • Figure 37: Tire and rim purchasing behavior, by household income, March 2010
                                                                                                                                                                                                                • Tires and Rims: Consumer Spend

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Tires: Majority of consumers spend between $101 and $499
                                                                                                                                                                                                                        • Figure 38: Consumer spend on tires, by gender, age and household income, March 2010
                                                                                                                                                                                                                      • Rims: Young respondents and more affluent respondents primary buyers
                                                                                                                                                                                                                          • Figure 39: Consumer spend on rims, by gender, age and household income, March 2010
                                                                                                                                                                                                                      • Tires and Rims: Qualities Consumers Value

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Performance, safety rate highest among tire consumers
                                                                                                                                                                                                                              • Figure 40: Tire qualities consumers value, by gender, age and household income, March 2010
                                                                                                                                                                                                                            • Visual look is most important for consumers purchasing rims
                                                                                                                                                                                                                                • Figure 41: Rim qualities consumers value, by gender, age and household income, March 2010
                                                                                                                                                                                                                            • Tires and Rims: Consumer Maintenance and Use

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Respondents tend to maintain vehicle only when necessary
                                                                                                                                                                                                                                    • Figure 42: Attitudes to tire maintenance and use, by gender, March 2010
                                                                                                                                                                                                                                  • Respondents aged 18-24 least likely to worry about tire wear
                                                                                                                                                                                                                                      • Figure 43: Attitudes to tire maintenance and use, by age, March 2010
                                                                                                                                                                                                                                    • Less household income equals less maintenance, more quick-fix solutions
                                                                                                                                                                                                                                        • Figure 44: Attitudes to tire maintenance and use, by household income, March 2010
                                                                                                                                                                                                                                    • Tires: Brand Purchased

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • One fifth of respondents purchase Goodyear tires
                                                                                                                                                                                                                                          • Figure 45: Tire brand purchased, by gender, March 2010
                                                                                                                                                                                                                                        • Goodyear top choice among one third of those aged 18-24
                                                                                                                                                                                                                                          • Figure 46: Tire brand purchased, by age, March 2010
                                                                                                                                                                                                                                        • Michelin leads among affluent households making $100K+
                                                                                                                                                                                                                                          • Figure 47: Tire brand purchased, by household income, March 2010
                                                                                                                                                                                                                                      • Rims: Brand Purchased

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Majority of respondents not active in purchasing rims
                                                                                                                                                                                                                                            • Figure 48: Rim brand purchased, by gender, March 2010
                                                                                                                                                                                                                                        • Tires and Rims: Where Consumers Purchase

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Tires: One quarter of respondents purchasing tires at branded tire outlet
                                                                                                                                                                                                                                                • Figure 49: Where consumers purchased tires, by age, March 2010
                                                                                                                                                                                                                                                • Figure 50: Where consumers purchased tires, by household income, March 2010
                                                                                                                                                                                                                                              • Rims purchasing more or less evenly spread among retailer choices
                                                                                                                                                                                                                                                  • Figure 51: Where consumers purchased rims, by age, March 2010
                                                                                                                                                                                                                                                  • Figure 52: Where consumers purchased rims, by household income, March 2010
                                                                                                                                                                                                                                              • Tires and Rims: What Influences Purchasing?

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Majority of respondents defer decisions to professionals
                                                                                                                                                                                                                                                    • Figure 53: Factors influencing tire purchase, by gender, March 2010
                                                                                                                                                                                                                                                  • Brand loyalty increases with age
                                                                                                                                                                                                                                                    • Figure 54: Factors influencing tire purchase, by age, March 2010
                                                                                                                                                                                                                                                  • Internet plays larger role for more affluent households earning $75K+
                                                                                                                                                                                                                                                    • Figure 55: Factors influencing tire purchase, by household income, March 2010
                                                                                                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Hispanic respondents purchasing specialty tires
                                                                                                                                                                                                                                                      • Figure 56: Type of tire purchased, by race/Hispanic origin, March 2010
                                                                                                                                                                                                                                                    • Hispanics most likely buying tires in the $250-$499 range
                                                                                                                                                                                                                                                      • Figure 57: Consumer spend on tires, by race/Hispanic origin, March 2010
                                                                                                                                                                                                                                                    • Black respondents value affordability, warranty over whites, Hispanics
                                                                                                                                                                                                                                                      • Figure 58: Tire qualities consumers value, by race/Hispanic origin, March 2010
                                                                                                                                                                                                                                                    • Hispanic respondents value vehicle appearance, are buying rims
                                                                                                                                                                                                                                                      • Figure 59: Attitudes to tire maintenance and use, by race/Hispanic origin, March 2010
                                                                                                                                                                                                                                                    • Firestone most popular with Hispanic respondents
                                                                                                                                                                                                                                                      • Figure 60: Tire brand purchased, by race/Hispanic origin, March 2010
                                                                                                                                                                                                                                                    • Black respondents less likely to buy tires while getting other maintenance
                                                                                                                                                                                                                                                      • Figure 61: Where consumers purchased tires, by race/Hispanic origin, March 2010
                                                                                                                                                                                                                                                    • Hispanic respondents most influenced by online media
                                                                                                                                                                                                                                                      • Figure 62: Factors influencing tire purchase, by race/Hispanic origin, March 2010
                                                                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                                                                      • Performers
                                                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                                              • Afforders
                                                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                                                      • Lookers
                                                                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                                                                                                • Figure 63: Tire clusters, March 2010
                                                                                                                                                                                                                                                                                • Figure 64: Consumer spend on tires, by tire clusters, March 2010
                                                                                                                                                                                                                                                                                • Figure 65: Tire qualities consumers value, by tire clusters, March 2010
                                                                                                                                                                                                                                                                                • Figure 66: Attitudes towards tire buying and maintenance, by tire clusters, March 2010
                                                                                                                                                                                                                                                                                • Figure 67: Where consumers purchase tires, by tire clusters, March 2010
                                                                                                                                                                                                                                                                                • Figure 68: What influences tire purchasing, by tire clusters, March 2010
                                                                                                                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                                                                                                                • Figure 69: Tire clusters, by gender, March 2010
                                                                                                                                                                                                                                                                                • Figure 70: Tire clusters, by age group, March 2010
                                                                                                                                                                                                                                                                                • Figure 71: Tire clusters, by household income group, March 2010
                                                                                                                                                                                                                                                                                • Figure 72: Tire clusters, by race, March 2010
                                                                                                                                                                                                                                                                                • Figure 73: Tire clusters, by Hispanic origin, March 2010
                                                                                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                • Alliance Of Automobile Manufacturers, Inc.
                                                                                                                                                                                                                                                                                • Automotive Aftermarket Industry Association
                                                                                                                                                                                                                                                                                • Automotive Industry Action Group (AIAG)
                                                                                                                                                                                                                                                                                • Automotive Oil Change Association (AOCA)
                                                                                                                                                                                                                                                                                • Automotive Trade Association Executives (ATAE)
                                                                                                                                                                                                                                                                                • BJ's Wholesale Club, Inc
                                                                                                                                                                                                                                                                                • Bridgestone Americas Holding Inc.
                                                                                                                                                                                                                                                                                • Chrysler LLC
                                                                                                                                                                                                                                                                                • Connected Vehicle Trade Association (CVA)
                                                                                                                                                                                                                                                                                • Discount Tire Co
                                                                                                                                                                                                                                                                                • Fédération Internationale de Football Association
                                                                                                                                                                                                                                                                                • Ford Motor Company (USA)
                                                                                                                                                                                                                                                                                • Mercedes-Benz USA
                                                                                                                                                                                                                                                                                • Michelin North America Inc.
                                                                                                                                                                                                                                                                                • Mitsubishi Motors North America, Inc.
                                                                                                                                                                                                                                                                                • National Automobile Dealers Association (NADA)
                                                                                                                                                                                                                                                                                • National Football League Inc.
                                                                                                                                                                                                                                                                                • National Highway Traffic Safety Association (NHTSA)
                                                                                                                                                                                                                                                                                • National Independent Automobile Dealership Association (NIADA)
                                                                                                                                                                                                                                                                                • Porsche Cars North America, Inc.
                                                                                                                                                                                                                                                                                • Professional Golfers Association
                                                                                                                                                                                                                                                                                • Rubber Manufacturers Association (RMA)
                                                                                                                                                                                                                                                                                • Starbucks Corporation
                                                                                                                                                                                                                                                                                • Tire Industry Association
                                                                                                                                                                                                                                                                                • Toyota Motor Corporation USA
                                                                                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                • Volkswagen of America, Inc.
                                                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                                                                                Tires and Rims - US - August 2010

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