Current customers are ideal in the sense they care and are passionate about tire performance, especially Jeepers and 4x4/off-road enthusiasts.  However, because our customers are cost conscious, they tend to postpone purchases until a promotion is offered or request a discount over the phone.  Internally, we believe the reason consumers ask for discounts is because they believe, due to negative media reports, a retreaded tire (when compared to new) is inferior, offers subpar performance, and has a shortened lifespan.  While simply not true, one of the major initiatives of the company is to post as much information with regards to  the TreadWright retread process, be as transparent as possible, and answer as many questions as possible in order to impact and shift consumer attitudes toward retread tires.