We only have anecdotal data on customer demographics but believe the following are some common characteristics:
1. Rural
2. Male
3. Value conscious (not necessarily environmentally conscious)
4. 'Car' literate (i.e. they will have a tire fedex'd to their front porch and install it themselves or take it to be installed)
5. Likely lower to middle income (sometimes customers need to delay purchases until they have availability on their monthly credit card limit)
6. Niches likely include off road enthusiasts (Jeep owners that take their Wrangler off-road on weekends) and small business owners that share some of economic characteristics, in terms of cost of rubber, as trucking fleets (i.e. farmers, ranchers, miners that go through a lot of tires)