With snow, ice, bitter cold, potholes and other winter delights soon upon us, the Tire Industry Association (TIA) notes that many drivers do not have the proper knowledge on how to care for their tires throughout the nasty-weather months.

“In addition, with the current economy, many drivers may not be as attentive to their tires as they should be,” says TIA Senior Vice President of Training Kevin Rohlwing, who has prepared a series of tips that tire dealers can share with your market’s customer base.

The information is being sent to numerous media outlets, and tire retailers may wish to make themselves available as expert commentators on local weather conditions and related tire care issues.

“The results of this lack of knowledge and inattention could prove to be deadly,” Rohlwing points out.

“If you live in an area that receives a considerable amount of snow, buying winter tires may be a wise investment, as they will provide much better traction in the snow than all-season tires,” he says.

Rohlwing cautions that in certain areas receiving more snow and cold weather, many winter tire sizes quickly run out of stock, so he recommends that consumers call their local tire dealers to check availability for their automobile’s make and model.

If you hit an exceptionally large or deep pothole, check your tires immediately. According to Rohlwing, “one of the greatest menaces to tires is the pothole.” While most modern tires are designed to withstand a certain amount of shock from an impact with a pothole, if your car hits an exceptionally deep or large pavement depression, the resulting damage could be significant.

Rohlwing recommends that drivers perform a visual inspection of the affected tires, and consider having a trained tire service professional examine them. “If your car is vibrating after hitting a pothole, take it to a knowledgeable tire dealer immediately. The damage could be something minor, such as your car being thrown out of alignment, or, it could be something more severe, such as an impact break, which could cause a tire failure,” he says.

Keep rock salt or cat litter in the trunk. “In case you slide off the road, having rock salt, cat litter, or other similar materials can help your tires gain traction to get back on the road,” Rohlwing suggests. “Having a bag or two in your trunk will also provide some weight to a vehicle, which will also aid in traction,” he adds.

“As always, make sure you keep your tires properly inflated and rotated. Improper tire inflation is one of the major causes of tire failures. Check the tire pressure at least once a month before driving the vehicle, when tires are ‘cold.’” Consult the owner’s manual or driver-side door placard for the recommended tire pressure. Additionally, Rohlwing advises that rotating the tires every 5,000 to 7,000 miles can help them last longer, thus saving consumers considerable money on replacement tires.

For more information, visit www.tireindustry.org.