As Pegasus says above, the pressure printed on the sidewall of the tire is the
MAXIMUM PRESSURE you can safely run in that tire and you should
ONLY ever use that pressure when the tire itself is carrying the
MAXIMUM LOAD it can carry, which should also be printed on the sidewall; and there's a very good chance that to reach/carry that maximum load on each tire, you'd have to
SIGNIFICANTLY EXCEED the maximum load the
VEHICLE itself can safely carry!! :yikes:
So your dealer is correct in that the pressure shown on the tire placard for the
VEHICLE is a
MUCH BETTER 'cold start' pressure than the Max Pressure @ Max Load printed on the tire's sidewall, which is almost certainly
WAAAYYY TOO HIGH of a pressure in almost all circumstances for safe use under a vehicle being driven on the road - that Max Pressure @ Max Load pressure is intended more as
WARNING NEVER TO EXCEED pressure as a 'cold start' pressure during that tire's operation or you risk a catastrophic failure!! I have
NEVER seen a vehicle or trailer that was designed to run its tires at their Max Pressure @ Max Load pressure to start out with!! :lecturef_smilie:
And given that you believe the tire you are running now is 'better' than the OEM tire (& that's very often the case, but should be based upon the tire's load &/or speed ratings being higher than OEM, then confirmed thru monitoring the tire's tread wear pattern & pressure changes during
YOUR use of the vehicle.

) there's a good chance that even 37 psi is not ideal for
YOUR tires under
YOUR vehicle driven the way
YOU drive it on the roads
YOU travel on under the conditions
YOU drive in!! :shocked: The tire placard info is a '
one size fits most' pressure for the vehicle manufacturers best guess of the expected use of that vehicle; and as such, the exact pressure shown is probably a 'good start' pressure for most, but equally as probably only rarely '
exactly correct' for any specific driver/owner & their specific vehicle/tire use and conditions!
Again as Pegasus says above, there are a number of ways to determine a 'closer to optimum' pressure for
YOU & YOUR use of that vehicle & the tire's it's now running (his preferred 10% increase method is just one of them, & a pretty reasonable one at that!

) not the least of those being actually weighing the vehicle in its 'usual load condition' to determine the load on each tire and then looking up the tire manufacturers load/pressure tables for that tire! Most tire manufacturers have those tables available somewhere, and that's always a good place to start! Then you can always 'fine tune' that based upon your preferred option that reflects
YOUR SPECIFIC use! :thumbup: