Steady as she goes: Colorado dealer thrives on light truck tire sales. (Tire Centers Inc.)(includes related article on trends in the original equipment light truck tire industry)

If you're not in it, you're missing the boat," says Bob Gillis, manager of three Tire Center Inc. (TCI) outlets in Colorado.

The "it" in Gillis' statement refers to the light truck tire market. Light truck tires accounted for half of his total sales.

He estimates he sold more than 5,000 units, which added up to nearly $400,000 in sales. His two Colorado Springs stores and Pueblo dealership carry Michelin, BFGoodrich, Bridgestone, Firestone, Yokohama, and Cooper brand tires.

Gillis says his average gross profit on light truck tires is about 20% to 25%.

He says most of his light truck tire customers know what they want when they come in, especially when it comes to off-road tires. "They pretty much have their minds made up."

Colorado's rugged terrain ensures that demand for off-road tires remains steady. BFGoodrich's T/A Mud Terrain, All Terrain, Long Trail and Trail tires are very popular, according to Gillis. "Sixty percent to 70% of our off-road customers ask for those."

Michelin's LTX AT and LTX MNS off-road tires also sell well, he says. TCI's private brand line, Hood, which includes the Sport King tire, also …