Michael Broderick
Analyst · Northcoast research.
Really important question. So, when I look at opening price point and specifically good, better, best, I'm looking at about – 33% is going to be opening price point, 33% or more, maybe as much as 40% is going to be mid-grade, and then the rest, about 25%, is going to be premium. And then you have specialty. So when I look at what we've done and using our third party partner – remember, we have stores that already had good, better, best, and they were performing well. It's the stores that didn't have opening price point that we then met and we put this new product in there. Didn't do any marketing. We basically just put it in the stores for our teammates to sell to our customers. And I believe that when we see our units starting to improve, that's the math equation that we really want to bring that to life. But I would use just easy math, one-third, one-third, one-third. And I would say, going forward, we're going to be looking not only at our tires, but also all of our categories where there's choice required. We're always going to give our customers choice because I do believe that's what they're expecting right now, especially now with regards to what I believe is a very difficult time for our consumer to make sure that we give our customers choice. From a pricing perspective, I'm looking anywhere between $20 to $30 as the gap per tire on price. So, good to better would be about a $20 difference. Now, truck tires and small diameter passenger light tires, obviously, have a small differential or larger differential, depending on the size of the vehicle.