I think it's like what we all experience. When you're faced with a smart economic decision about a premium tire with a bunch of retreads, you can do the math and say, “This makes sense, but I have to pay more today, versus pay less right now as I'm standing here looking at a flat tire.” I think it's almost that simple. That's part of why I said we're retooling our workforce to go out there and try to explain the value proposition of a retreaded tire versus a cheap, disposable tire. We're talking to farmers and loggers and ranchers and folks who are sometimes cash-strapped and need that tire right now, so they're happy to buy a below-cost tire.
Evidence of meeting #123 for International Trade in the 44th Parliament, 1st Session. (The original version is on Parliament’s site, as are the minutes.) The winning word was tires.
A recording is available from Parliament.