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Waukegan Tire Becomes the First, Inc. Certified Female Friendly(R) Tire and Service Center Group Serving Northern Illinois

Published Feb 1st 2010, 10:25pm by Jody DeVere in Press Releases Pressroom

02.01.2010 - Waukegan Tire is pleased to announce they have completed Certified Female Friendly(R) training and is the only Certified Female Friendly(R) Tire Group serving Waukegan, Park City and Grayslake, Illinois with 4 locations. To achieve certified status, their personnel completed online training on how to better meet the expectations of the woman consumer.

"Up until now, like many automotive businesses, we thought the obvious goal was to ensure that women were treated the same as men. Through the Ask Patty for Tire Dealers & Service Centers Program, we've learned that treating women the same as men does not necessarily yield the ideal experience for women. This may not sound profound, but with an increased awareness of what elements women seek in a positive automotive servicing experience, our service centers are better prepared to meet and exceed the expectations of our female customers" stated Julie Scroggins, Owner, Waukegan Tire.

An Certified Female Friendly(R) Tire Retailer and Service Center creates an inviting and comfortable environment where women feel welcome. They guarantee that the experience of repairing and maintaining a vehicle will be a pleasant one. AskPatty trained and certified associates are held to a high level of customer satisfaction with women consumers.

Visit the Waukegan Tire Certified Female Friendly(R) site at:

Along with the certification Waukegan Tire has enhanced its website to cater more to women, thereby reinforcing their commitment to the AskPatty Program. This latest design integrates seamlessly to effectively deliver online information and services to female consumers. The new website can easily be found and accessed utilizing the Certified Female Friendly(R) web icon on the existing Waukegan Tire website. Waukegan Tire's Female Friendly site is an extension of the main site, with many of the same features simply presented in a more appealing and inviting format for the female audience.

Co-developed by and leading tire industry magazine Tire Review, the multi-dimensional program will help tire retailers and their staffs to improve their marketing and sales skills and become Certified Female Friendly(R) through a high-level, market-specific training program. In addition, the AskPatty for Tire Dealers & Service Centers Program will assist dealers in reaching and building lasting relationships with women tire and vehicle service customers through a unique marketing support program.

"Women are not the same as men, and they do not base their consumer decisions in the same way as men. Business Week reports that women make over 80 percent of the buying decisions in U.S. households today. In effect, they have become nearly every family's chief purchasing officer," says
Jody DeVere, President and CEO of "Businesses that do not change their approach to communicate more effectively with women will get left behind and leave themselves open to being over-taken by their competitors."

The new AskPatty for Tire Dealers & Service Centers' Certified Female Friendly(R) virtual interactive training design and functionality are another industry first from, the company that initially developed the most comprehensive solution available to automobile dealers and service centers for engaging, selling, servicing, and retaining women customers. The AskPatty web sites are the first designed specifically for women and provide the tools and resources most requested by women.

About Waukegan Tire
Established in 1968, Waukegan Tire has earned the reputation as the place to go for tires and wheels in the greater Chicago/Milwaukee area. Waukegan Tire is a family owned & operated business founded by Jerry Nerheim, which now includes daughter, Julie and son, Steve. Jerry's tireless commitment to the needs of his customers lies at the core of the company's values. Waukegan Tire is one big family of employees who pride themselves in maintaining the highest level of excellence in service and customer satisfaction. Their knowledgeable and Certified Female Friendly sales staff is ready to help with all of your tire, wheel, and service related questions.

Waukegan Tire offers 12 month or 12,000 mile nationwide warranty for service work. The company forms partnerships with their vendors to provide ongoing training for all sales staff and tire and service technicians. Service technicians are A.S.E. Certified and leaders in the industry. As members of the Tire Industry Association, Waukegan Tire has Certified Automotive Tire Service (ATS) Instructors in house and their tire technicians sit through the ATS training to ensure the repair and installation of tires complies with industry standards.

Waukegan Tire is a BETA center for Hunter Engineering and Snap-On Equipment, which enables them to always have the most up-to-date, state of the art equipment - many times even before it is released to other customers. Together with CDI/Snap-On Tools, Waukegan Tire has developed an integrated torque system for properly tightening lug nuts on vehicles and electronically recording this data. This ensures that wheels are torqued to manufacturers' specifications. Keeping in line with continuously seeking out improved technologies, tires serviced at Waukegan Tire are inflated with Nitrogen, which provides longer tire life and reduces tire pressure fluctuations.

Waukegan Tire actively supports the Uniroyal Soccer Program, local organizations, youth programs and events in their community, and is a member of the Illinois Chamber of Commerce, the GLMV Area Chamber of Commerce, the Better Business Bureau, Lake County Chamber of Commerce, and the Lindenhurst Lake Villa Chamber of Commerce. Julie Scroggins was recently featured in the October Podcast on and is excited about getting involved with educating women about tires and service.

Shop online at or visit our locations in Waukegan, Park City, and Grayslake. You can also become a fan of Waukegan Tire on Facebook.

About, Inc
The, Inc. website and blog is a safe place for women to get advice on car buying, maintenance and other automotive related topics. Women can shop for vehicles and services at our network of Certified Female Friendly(R) retailers across the U.S. is a member and 2009 corporate sponsor of the Women's Automotive Association International based in Detroit, MI, Board member of the, Member of the California board, on the Women's Board of the Car Care Council, a SEMA member and a member of the SEMA Business Women's Networking Group. is partnered with,,,,, NIADA,,, MyAutoLoan, Aware and

About Tire Review magazine
Founded in 1903, Tire Review is the oldest continually published magazine servicing the U.S. and Canadian tire industries, and was the first to help educate tire and vehicle service retailers on improving their relationships with female consumers. For more information on Tire Review, visit

Ask Patty Certified Tire Dealers & Service Centers Program:
Properly armed with the right tools and training, tire dealers and service centers can increase their share of the largest and fastest growing demographic of new vehicle buyers in the US -- Women. The Certified Female Friendly(R) program was designed specifically for automotive retailers, tire dealers and service centers to attract, sell, retain and increase loyalty with women.

What Is An Certified Female Friendly(R) Tire Dealer & Service Center?
An Certified Female Friendly(R) tire dealer and service center creates a safe and comfortable environment where women feel welcome and make the experience of purchasing and maintaining her vehicle a pleasant one. Ask Patty trained and certified tire and service retailers are held to a high level of customer satisfaction for women consumers.
Go here to learn how to become Certified Female Friendly(R):

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