Tire distributor and service provider Dealer Tire is teaming with auto sales and service training platform RockED to develop and launch a new tire sales certification program for parts and service associates at select dealerships, combining Dealer Tire’s expertise in tire distribution and services with RockED’s micro-learning and gamified training systems.

In a news release, the companies said Dealer Tire’s partnerships with dealerships nationwide will give the certification program “a broad and meaningful impact on the automotive industry,” while RockED’s platform, designed to drive higher use and engagement, will provide service and parts personnel with “the tools they need to deliver exceptional service.”

The program is designed to equip dealership associates with the product knowledge and skills necessary to enhance the customer experience and increase dealership tire sales.

“This is the first certification Dealer Tire will bring to dealerships via RockED, with an objective to create many more to support service and parts professionals in the future,” Dealer Tire vice president of program management Chad Broski said. “Our goal is to help dealerships maximize tire sale potential by providing service advisors with the knowledge and tools they need to deliver exceptional service. This partnership is a significant step forward in achieving that mission.”

The companies said the certification program, which will be accessible through RockED’s mobile platform, features “engaging, bite-sized” training modules focusing on tire product knowledge, customer engagement techniques and effective sales strategies.

The program will use interactive challenges and gamified learning to give service personnel the confidence and expertise to meet the evolving needs of their customers, RockEd said.

“Our partnership with Dealer Tire reflects our shared commitment to transforming the automotive industry,” RockED CEO Matthias Stoever said. “By combining Dealer Tire’s unparalleled industry expertise with RockED’s cutting-edge learning platform, we’re providing service advisors with tools that not only improve the customer experience but also drive measurable results for dealerships nationwide.”

The Dealer Tire and RockED certification program is scheduled to launch early this year.