MTD - 2026 Performance Handbook

HANDBOOK 2026

One of the biggest growth opportunities in the market.

TIER 2 FEATURES & PERFORMANCE TIER 3

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MTD READER ADVISORY BOARD

Rick Benton, Black’s Tire Service Inc.

Jessica Palanjian Rankin, Grand Prix Performance

John McCarthy Jr., McCarthy Tire Service Co. Inc.

Jamie Ward, Tire Discounters Inc.

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Central

It’s OK to say no

WHY THE CUSTOMER ISN’T ALWAYS RIGHT

By Mike Manges

When I was thinking about a topic for this editorial, two old sayings came to mind: “Just because you can do something doesn’t mean you should do it” and the arguably more famous maxim, “The customer is always right.”

While I believe the former statement is true, the latter declaration — especially in the world of high performance (HP) tire/wheel installation and other vehicle modifications — is most definitely not true. Why is this distinction important?

Think back to the last time a customer asked you to perform a vehicle modification that would have rendered their car, SUV or pickup truck unsafe to drive — putting not only themselves and their passengers but also other motorists in harm’s way.

It could have been a plus-size tire and wheel package request that violated the “3% rule,” which is designed to guarantee that installed replacement tires are within 3% of the tire size shown on the vehicle’s placard.

It could have been a request to install a lift kit that fell outside manufacturer-recommended guidelines and procedures.

It could have been a stated reluctance or outright refusal to pay for whatever parts and service were required to ensure that their vehicle’s tire pressure monitoring system remained operational following the installation of a shiny new set of HP tires and custom wheels.

You can probably think of many more scenarios in which doing what the customer wanted turned out to be the wrong thing to do.

In this edition of the Performance

Handbook, we feature five HP tire and custom wheel dealers who receive vehicle modification requests all the time. We call these dealers the “heroes of high performance” — not only because of their technical expertise but also because of how they do business.

One of them is Michael Spencer, co-owner of TireSouth Inc., which has six stores in the Atlanta, Ga., area.

What happens when a TireSouth customer asks for an unsafe — or just unwise — modification? “We try to steer them back to something that is backstopped by safety and at the end of the day, something that’s more drivable,” Spencer recently told me.

While customer satisfaction is important, “we have to do things the right way versus being dictated to by what the customer comes in and asks for. Customers come in with ideas. Sometimes they’re good and sometimes they’re not. If the customer wants you to do something that isn’t in their best interest or anyone’s best interest, that can put you in a predicament.

“We can’t take on liability for putting something on (a customer’s vehicle) that’s going to negatively impact the way that vehicle performs, just because a customer asked for it,” says Spencer, adding that “our job is to make sure customers end up in the right products and have the right fitments” that are appropriate for their vehicles.

Safety is a big part of TireSouth’s sales training. “You have to steer (customers) back to ‘the good’” or in the case of some requests, reality.

The risk associated with doing otherwise is just too great, according to Kevin Rohlwing, chief technical

The modifications shown in this photo, taken at last year’s SEMA Show, could fall under the category of “Just because you can do something doesn’t mean you should do it,” especially if safety and drivability are concerns!

PHOTO: PERFORMANCE HANDBOOK

officer at the Tire Industry Association, who contributed an article titled “10 tips when installing performance tire/wheel packages” for this edition of Performance Handbook.

In his story, which starts on page eight, Rohlwing discusses the potential performance, safety and yes, legal ramifications of installing tire and wheel packages — and making other vehicle modifications — the wrong way. I encourage you to share his article with your entire team. It may come in handy when talking with customers, too.

One theme expressed by all our heroes of high performance is their desire to create a great experience for their customers. This is what keeps their clients coming back. A big part of delivering a superior customer experience is doing what’s in the best interest of the customer. Sometimes the customer isn’t always right. It’s OK to say no. ■

Feel free to email me at mmanges@endeavorb2b.com.

10 tips when installing performance tire/ wheel packages

FOLLOW THESE GUIDELINES FOR BEST RESULTS

By Kevin Rohlwing

The custom tire and wheel market has been around for as long as I can remember. To say that it has evolved is the understatement of all understatements. Vehicle customization, in general, has grown to encompass every mechanical component for the hardcore enthusiast, while casual vehicle owners opt for something more subtle to add their own upgrades. The options are limitless and growing. While the custom vehicle market has evolved, so has the civil litigation

that surrounds it. We live in a litigious society where someone has to pay for every accident and unfortunate incident. If something bad happens, it must be someone’s fault and lawyers have no problem producing experts who will point out the causation. The legal term is “standard of care” and it exists for every service or customization performed on a vehicle. When standard of care is followed, the service provider has a solid defense in the event of a tragic occurrence. When it isn’t, the sharks smell blood

When installing tire and custom wheel packages, there are limits to what can and cannot be done. Staying within those limits is the best practice for the safety of the driver and other motorists who share the road.

in the water and it becomes a feeding frenzy on the company that performed the work.

There’s also a safety factor to performance tire and wheel package installation that cannot be ignored. When all of the original equipment is unchanged and in good working order, the vehicle is as safe as it can possibly be. Customization doesn’t necessarily make a vehicle unsafe, but if those custom components and systems are not properly installed, safety will be compromised to some degree. There are limits to what can and cannot be done. Staying within those limits is the best practice for the safety of the driver and other motorists who share the road.

As someone with experience defending companies that provide vehicle customization services, I’ve developed a list of steps that owners/

PHOTO: TIRE PROS & WHEEL EXPERTS

managers can take to limit their business’ liability and, most importantly, ensure the safety of the vehicle after it leaves the shop. Ultimately, that’s the primary goal because no one wants to be responsible for an accident because they failed to follow the recommended industry practices and guidelines.

1. Don’t ignore the 3% rule.

The general rule for selecting replacement tires that are different from original equipment tires is to make sure the diameter is within 3% of the tire size on the vehicle’s placard. Often referred to as a plus fitment, the wheel diameter increases, which may or may not change the overall diameter for the assembly. For example, if the original wheels are 17-inch, the plusone would be an 18-inch, plus-two would be a 19-inch and plus-three would be a 20-inch. Regardless of the wheel diameter, the tire diameter should be within 3% of the size shown on the placard.

For example, if the original equipment tire is a 215/45R17, the Tire and Rim Association (TRA) publishes an overall diameter of 24.65 inches. If a minus-3% fitment is installed, the replacement tire cannot be smaller than 23.91 inches, while the plus-3% fitment cannot be larger than 25.39 inches. Changing the tire diameter by more than the 3% limit can have negative effects on various vehicle safety systems. It also increases the center of gravity when plus fitments exceed 3%, resulting in a higher ride height.

From the legal perspective, the 3% rule will be the basis for civil litigation when it is exceeded. I was personally involved in a case where a plus fitment exceeded 3% by 10ths of an inch. While I doubt it had anything to do with the accident, the tires were over the limit and therefore not consistent with the standard of care. Considering the accident was a rollover with numerous life-altering injuries, this fact definitely played a role in the amount of the settlements. If the plus or minus fitment is within 3%, the risk is reduced. If it isn’t, then expect

cannot be reduced under any circumstances. It’s a simple fact that can be easily proven in court. When it’s equal to or greater than, then the standard of care has been met. When it isn’t, it’s literally impossible to defend.

2. Load index and speed rating matter. While staying within 3% of the original equipment diameter is important, maintaining the load index and speed rating also plays a role. Speed rating should only matter when tires are operated at speeds close to the rated limit. Considering the speed limits in North America are nowhere near the speed ratings on tires, they shouldn’t matter. Speed rating on a tire is more like a performance rating, so while the technical speed isn’t a factor, the level of performance associated with the speed rating will make a difference in how the vehicle handles. Some tire manufacturers may allow the speed rating to be downgraded by one level, while others do not. In every case, the best practice is to maintain the original equipment speed rating to ensure handling is not affected.

The gray area that exists with speed rating does not exist with load index. When selecting replacement tires, the load index must be equal to or greater than the original equipment fitment tire. Diameter and speed rating can be debated because there is no clear-cut hardline position from the tire manufacturers. When it comes to load index, there is unanimous agreement that load capacity

3. Follow manufacturer guidelines when raising or lowering a vehicle.

At the original equipment level, there are no industry guidelines for raising or lowering vehicles. In the event of an accident, it will be clear that the vehicle manufacturer assumes no responsibility when the suspension is altered. All of their testing and certifications take place with the stock suspension system, so they cannot be expected to provide any direction on how to change the ride height with aftermarket components.

That being said, aftermarket lifting and lowering kits are accompanied by installation guidelines from the manufacturer. In an area where liability is already increased, failing to follow those guidelines only adds to the risk. Vehicle customizers should follow the manufacturer’s procedures for installation, so they can prove they met the standard of care. If the guidelines are altered or not followed to the letter, then the installer will assume most or all of the liability.

4. Wheel offset matters.

The position of the mating surface on a wheel determines the offset. Most original equipment

it to be the focus of the plaintiff’s case in the event of an accident.

The general rule for selecting replacement tires that are different from original equipment tires is to make sure the diameter is within 3% of the tire size on the vehicle’s placard.

PHOTO: TIRESOUTH INC.

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wheels have a positive offset, where the mating surface is outboard of the centerline on the rim. This ensures that the tire stays within the overall width of the vehicle and the assembly maintains clearance with steering, suspension and brake components. The best practice is to maintain the original offset when installing replacement tire and wheel packages.

Vehicle customization is personal for the owner and the “look” often is of the utmost importance in their mind. Motorists who want tires to sit further inside the wheel well or stick out past the width of the vehicle must understand the potential consequences. In either case, proper clearance with steering, suspension and brake components is critical. If the tire or wheel makes contact with any part of the vehicle, it will result in damage. If the damage results in failure that causes an accident, the decision to change the offset will become a major point for the plaintiff.

What’s unseen is the effect on steering, suspension and wheel end components. The entire steering system on a vehicle is engineered to the offset of the original equipment fitment. If that offset is changed, then accelerated wear should be expected. The same goes for the suspension. Shocks and struts are designed to deliver the best ride based on the original wheel offset, so any alterations can cause premature wear. Wheel bearings are also negatively affected when the load points are changed. The excessive stress on the bearings will cause wheel bearings to wear faster and potentially fail. Consumers need to understand that changing the offset may create the appearance they are looking for, but it can come at the cost of accelerated wear to steering, suspension and bearings.

5. Make an effort to ensure TPMS remains operational. It’s been almost 15 years since the Tire Industry Association (TIA) reached out to the National Highway Traffic Safety Administration (NHTSA) for guidance

Every

regarding tire pressure monitoring systems (TPMS) and aftermarket winter tires and wheels. In the early days of TPMS, there was a lot of resistance from consumers related to the additional costs associated with the new technology. For northern states where motorists sometimes have two sets of tires, the question was whether a customer can decline the purchase of new TPMS sensors for winter tires and wheels.

NHTSA’s response made it clear that if the vehicle has a functioning TPMS when purchasing aftermarket tires and wheels, installing new assemblies without sensors would violate the “make inoperative” provision of 49 USC 31022(b). This section of the Motor Vehicle Safety Act makes it illegal to knowingly make a federally mandated vehicle safety system inoperative. According to NHTSA, in order “to avoid a make inoperative violation, the service provider would need to decline to install the new tires and rims, use the TPMS sensors from the original wheels if they are compatible or convince the motorist to purchase new TPMS sensors and ensure that the sensors are properly integrated with the vehicle’s TPMS system.”

This means the service provider must make an effort to ensure the TPMS remains operational when installing a custom tire and wheel package. If the TPMS sensors from the original wheels are installed and

the system is not operational, then obviously they are not compatible, so a “make inoperative” violation would not occur. Likewise, if the correct aftermarket TPMS sensors for the year, make and model are installed and the system does not function, then the retailer did not knowingly make it inoperative because there is no way a retailer can determine if the sensors will operate on aftermarket wheels.

The installer knows the TPMS is inoperative when sensors are not included in the tire and wheel package. It all comes down to intent. Intentional actions that result in TPMS disablement are violations of 30122(b). Unintentional consequences of good faith efforts to preserve TPMS operation following the installation of tire and wheel packages are not. TPMS is required by law to operate with the original equipment tires and wheels. When those components are replaced by aftermarket assemblies, the installer needs to use the original sensors or the correct aftermarket sensors to restore operation. If the system still doesn’t work, then the driver will get a malfunction indicator lamp (MIL) on the dashboard, so they know the tires are not being monitored. If they want to restore TPMS operation, then they can install the original tires and rims.

6.

Recalibrate the vehicle’s ADAS, if necessary.

When 2029 new model year vehicles become available, advanced driver assistance systems (ADAS) will be required by federal law. Specifically, Federal Motor Vehicle Safety Standard (FMVSS) 127 requires all passenger and light trucks to include automatic emergency braking (AEB) systems, including pedestrian AEB. At that point, AEB will be subject to the “make inoperative” provision of 30122(b), like TPMS, so it cannot be knowingly made inoperative. Between now and then, the federal law does not apply because AEB is not currently mandated by FMVSS 127, which starts with the 2029 model year.

manufacturer of every aftermarket modification component is going to provide instructions for installation.

PHOTO: TIRE PROS & WHEEL EXPERTS

PERFORMANCE TIRES/WHEELS

Ride height plays a critical role in the effectiveness of AEB. Since it’s new technology, there are a lot of unknowns regarding the effectiveness as it applies to the amount of change. In theory, any alteration would probably have an effect, which could technically make it inoperative. The argument will center on whether ineffective equates to inoperative. If the ride height is changed, the AEB will still be operational, but it may not perform as designed in accordance with the requirements contained in FMVSS 127.

The Specialty Equipment Marketing Association (SEMA) has been a leading advocate for ADAS research and recently backed a federal bill to establish safety guidelines for modified vehicles. The recently introduced ADAS Functionality & Integrity Act would require NHTSA to “develop and publish guidelines to ensure ADAS and vehicle dynamic systems installed on any passenger vehicle, for a model year on and after 2028, maintain functionality when a passenger motor vehicle is modified or customized.” It would allow modification ranges and tolerances while confirming test protocols and validation metrics that allow vehicle owners, service providers and independent repair facilities to verify the operational integrity of ADAS after calibration.

Between now and then, the best practice is to recalibrate the ADAS when any modification is made to the vehicle that changes the ride height. It becomes a standard of care issue because it’s reasonable for a consumer to expect the service provider to recalibrate a safety system following a service that might make it less effective.

Lubricate the wheel when mounting tires and balance the assembly before installation. Modern passenger cars, SUVs and light trucks have finely tuned suspension systems that provide the best possible ride. The little vibrations and ride disturbance issues that were tolerated

decades ago are now very noticeable and completely unacceptable, especially after thousands of dollars have been spent on custom wheels and tires. Plus-size fitments are going to affect the ride because there’s less sidewall to flex and absorb changes in the road surface. But vibrations due to assembly imbalance are avoidable.

The first step is to lubricate the rim surface before mounting the tire. Everyone understands the importance of lubricating the beads to protect the tire during the mounting process. It’s standard practice every time a tire is mounted.

However, it’s equally important to recognize that half of the bead lubricant will be rubbed off as the tire slides over the rim flange. Once mounted, half of the bead will be lubricated while the other half will not have the same degree of lubrication. This can lead to non-concentrically seated beads, which means the tire is not centered on the rim. It can be corrected with balance weights to some degree, but the mismounting often leads to irregular treadwear.

is balanced in two planes: hop and wobble. Static balance is definitely the easiest, but it only balances the assembly in a single plane, which corrects the hop. A dynamic balance requires two weights, one on each side of the rim, to correct the hop and the wobble. Since almost every custom wheel does not have an outer rim flange where a wheel weight can be attached, this requires the installation of a tape weight. Modern balancers have revolutionized installing tape weights with a laser light to indicate the position of the weight. It’s taken the guesswork out of using tape weights and makes the balance process more accurate.

8. Follow the RIST procedure.

7.

By lubricating the mounting surface of the rim, technicians can help ensure that the beads will be concentrically seated when the tire is inflated. The area between the bead hump and the flange should be lubricated with an approved rubber lubricant before mounting the tire. After the beads are seated, concentric seating is confirmed by checking the distance between the rim flange and the molded ribs on the lower sidewall. The industry allows a difference in that distance of 2/32-inch, but any difference is going to result in a non-concentrically seated bead. Again, when people are spending thousands of dollars on custom tires and wheels, they expect perfection. This simple step in the mounting process does not guarantee a perfectly balanced assembly, but it’s much easier to reach that level when the tire is centered on the rim.

Balancing a concentrically seated tire and rim assembly is the final frontier of the perfect ride. This requires a dynamic balance, so the assembly

The last step of the process when selling custom tire and wheel packages is installation on the vehicle. What seems like the easiest aspect of the process can be the most consequential if procedures are not followed. TIA introduced the RIST procedure over a decade ago to help technicians understand the components of clamping force when installing wheels. Clamping force is the physical property that keeps the wheels attached to the ends of the axles and RIST outlines the recipe.

The “R” in RIST stands for “remove debris from mating surfaces.” While the wheel mating surface is brand new when it comes out of the box, the surface on the hub, rotor or drum is not. Trapped surface debris will eventually work itself free as the joint settles after the vehicle returns to service. The settling leaves tiny gaps that cause the clamping force to gradually drop. Eventually, it reaches the point where there is movement at the wheel end that causes damage to the wheel. Removing surface debris and foreign material from the mating surface is critical for achieving the proper clamping, so it must take place before installing any tire and wheel assembly.

“I” stands for “inspect the components.” Again, the wheel is new out

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PERFORMANCE TIRES/WHEELS

of the box, but the hub and studs are not. Technicians should check for any damage or evidence of a previous loose wheel. If the custom wheel requires a hub-concentric ring, then the area between the hub and the ring must be as clean as possible. If the same fasteners are used, they should be inspected for any damage to the hex, seat and threads. If new fasteners are used, technicians should make sure they are the correct style for the bolt holes in the wheels.

“S” stands for “snug the lug nuts in a star pattern.” The goal is to put all of the studs in an equal state of pre-tension around the bolt circle. Start at the 12 o’clock position and tighten the lug nut to approximately 50 foot-pounds. Then proceed to the six o’clock position and continue in a star pattern until all of the fasteners are snug and the wheel is fully seated on the hub. This will ensure that the wheel is seated and all of the studs and nuts are under the same amount of tension.

“T” stands for “torque to specification.” The keyword in this step is “specification.” It doesn’t mean close or approximate. If the specification is 100 foot-pounds, then that’s how much torque must be applied to the fasteners. There are a lot of different methods for delivering a precise amount of torque, from manual torque wrenches to battery-powered or pneumatic torque control devices. They all have one thing in common and that is calibration. As precision tools, they can and must be calibrated on a regular basis. This ensures they deliver the amount of torque they are set to apply.

Impact wrenches and “torque sticks” are not precision instruments. They cannot be calibrated and do not deliver a precise amount of torque. They are definitely less expensive and/or easier to use than torque control devices or manual torque wrenches, but they are only as good as the impact wrench and compressed air system behind them. While they are better than the old “good-and-tight” method, it’s not

by much. The reality is that you can take five impact wrenches, five 100 foot-pound torque sticks and five technicians and get five different results. The same can be said for a manual torque wrench because technique plays a major role, but the results will vary by a much greater margin with the impact wrench and torque sticks. And the fact that undertorque is a real possibility makes the case even worse.

Torque guarantees nothing when it comes to installing wheels. Each step in the RIST procedure is critical to generate sufficient clamping force to keep the wheels attached to the ends of the axles. When each step is followed on a regular basis, loose wheels and wheel-off accidents are reduced. When they are not followed, service providers should expect more loose wheels and wheel-off claims. It’s an easy problem to solve that requires regular reinforcement and supervision.

Additionally, the customer should be advised that a torque check is recommended after five to 50 miles to ensure that there has been no loss of torque after installation. There can be unseen damage to the studs that is not visible and the torque check is the best way to identify a stud and/ or fastener that needs to be replaced.

9. Understand the risks when guidelines are not followed.

There are very few, if any, industry standards for vehicle customization. The vehicle manufacturers are only liable for the original equipment configuration. Any aftermarket alterations are the sole responsibility of the company that made them. If you’ve been to the SEMA Show in Las Vegas, then you’ve seen how far that customization can go, especially on pickup trucks. Lift kits aren’t just measured in inches anymore. They are measured in feet in the most extreme examples.

How much lift is allowable depends on the state. Some states have strict laws regarding the limits for body lifts and suspension systems, while others do not. However, every state has some degree of restriction related to frame, bumper, headlight and/or taillight heights.

As far as the law is concerned, vehicle modifiers must understand the limits for the state where the vehicle will be operated, as well as any neighboring states if the customer is near a border and plans to leave the state with the vehicle.

Beyond state regulations, it’s up to the modifier to comply with whatever guidelines are in place. As discussed earlier, the 3% rule is the generally accepted guideline for plus or minus sizing because past studies have shown that staying within those limits will not have a significant effect on certain safety systems.

That being said, the sensitivity of ADAS and AEB may be negatively

Aftermarket lifting and lowering kits are accompanied by installation guidelines from the manufacturer.

PHOTO: TIRE PROS & WHEEL EXPERTS

affected, so the best practice is to recalibrate the system if ride height is changed. Without any data, it’s difficult to say if that becomes a 30122(b) “make inoperative” violation starting with the 2029 model year, but it’s better to be safe than sorry.

Every manufacturer of every aftermarket modification component is going to provide instructions for proper installation. It’s paramount that vehicle modifiers follow those instructions to the letter. All of those products come with an implied warranty that guarantees they meet the minimum standards for safety and quality. If the installer follows the installation instructions and the components fail, then the manufacturer will have to assume the most liability. If the modifier goes off script and only follows a percentage of the installation instructions, then the manufacturer will definitely point to the deviation as the reason for the failure, leaving

PERFORMANCE TIRES/WHEELS

Vehicle customization comes with increased risk for a number of different reasons. Modifiers must recognize that risk and charge accordingly. Likewise, they must follow every guideline, recommendation and installation instruction that is available.

There’s risk in everything, but there’s a difference between reasonable and unreasonable. As long as the modifier is following the rules, guidelines and instructions that apply to the modification, the additional risk is minimized.

10. Consult insurance company and legal counsel before creating waivers.

Insurance companies and lawyers hate surprises. Reputable businesses have insurance that covers all of the work they perform. They also have professional underwriters who assess risk, so the appropriate coverage can be

provided. If the installer/modifier is not completely honest with the services they provide, the policy may not cover certain types of loss. It’s equally important to show your insurance company the steps that have been taken to ensure that your technicians are properly trained and equipped to make vehicle modifications.

One tool that businesses will use to protect themselves is a waiver of liability, where the customer agrees not to hold the company responsible for any injuries or damages that may occur as a result of the requested modifications. It’s important to recognize that every state treats the enforcement of liability waivers differently. Since waivers are legally binding documents, they must be drafted by a lawyer with knowledge of state laws. ■

Kevin Rohlwing is the Tire Industry Association’s chief technical officer. He can be reached at krohlwing@tireindustry.org.

THE ULTIMATE

OFF-ROAD

The little shop that could

TIRE PROS & WHEEL EXPERTS TURNED ITS HIDDEN, SINGLE-BAY SHOP INTO A HIGH PERFORMANCE AUTHORITY

By Sara Welch

Tire Pros & Wheel Experts’ origin story is humble. The single-bay dealership was situated behind an automotive repair shop, hidden from street view, and only dealt in wheels and tires when it opened in 2006.

“We had zero street view,” says Judd Andrews, Tire Pros & Wheel Experts’ Stillwater, Minn., location president and Hudson, Wis., location vice president. “You only knew about us if you knew who we were in the community.

It’s just another day at the shop for Rhonda, who takes her role as mascot seriously and can often be found posing (or napping) in front of the 200 wheels displayed in the Stillwater, Minn., location’s showroom.

“We exclusively offered tires and wheels at first — no automotive repair, no customization otherwise.”

In the infancy of Tire Pros & Wheel Experts, which featured the ‘z’ at the end of “Proz” until 2011, when it became part of American Tire Distributors’ Tire Pros dealer program, reaching a bigger market as an online retailer seemed like a way to expand.

But the model didn’t fit because it didn’t allow the business to leverage its mechanical expertise.

As unlikely as it seemed operating out of the lone bay, the modest business Judd started with his father, Jay Andrews Sr., and brother, Jay Andrews Jr., soon discovered it was uniquely equipped to meet a demand gap in the high performance (HP)/ ultra-high performance (UHP) market that no one else in the Stillwater area understood as well at the time.

Customers wanted bigger wheels, custom fitments and modifications that required skill and precision.

“A lot of (local tire) dealers were comfortable selling the commodity tires, but very few of them truly understood the fitment — offsets, load rating, proper sizing for modified trucks and performance vehicles,” says Judd. “So we kind of saw the calling (and) got into the custom wheels because customers were asking for it and really weren’t getting confident answers anywhere else.”

Judd and Jay started changing tires in their early teens and mastered mechanical skills with their father’s guidance. In the early days of Tire Pros & Wheel Experts, they leaned

Tire Pros & Wheel Experts started as a single-bay tire shop in 2006, operating out of the hidden bay in the back of the building below. By 2012, it expanded into two new custom-built stores located in Stillwater, Minn., and Hudson, Wis.

PHOTO: TIRE PROS & WHEEL EXPERTS

PHOTO: TIRE PROS & WHEEL EXPERTS

on their father’s reputation and 30 years of experience in automotive service to become HP/UHP experts and bring in customers. Today, they continue to pass that knowledge on to their service technicians.

Capitalizing on what Judd describes as “the beginning of the big wheel boom,” Tire Pros & Wheel Experts quickly became known for installing and servicing larger tire and wheel fitments and began selling more custom wheels and HP/UHP tires.

“We were putting 20s on compact cars like Civics and Jettas, 22s on mid-size cars like Chevy Monte Carlos and Impalas and 24s on full-size cars like Chrysler 300Cs, Dodge Chargers, Magnums,” says Judd. “That was pretty cutting-edge. (We) started doing 26s on a bunch of the SUVs. Back then, we were getting close with some of the (new car) dealers, so we would do a lot of Escalades and lower them on 26s and really got known for some of that flashy allure.”

As Tire Pros & Wheel Experts settled into the HP/UHP tire and wheel market, its business grew, allowing it to expand from its single bay into the rest of the shop space at its original location, which included a storefront and a full mechanical shop.

The Andrews built a second location to reach a new market in Hudson, Wis., in 2010. Then they built the company’s current Stillwater location and moved out of their original location in 2012, with two brand new locations, both designed to service the HP/UHP market on either side of the Minnesota-Wisconsin state line.

They also added more products and premium brands, filling the expansive showrooms at both locations with an assortment of wheels and tires, as well as custom suspension kits and a variety of other aftermarket parts.

“Having the technical expertise and the premium brands — once we did that — instead of competing on price ... we were competing on the precision and the credibility that the customer was going to get what they wanted,” says Judd. “So I think the segment kind of found us.”

In 2018, Judd and Jay bought out their parents’ shares and became co-owners. Judd serves as president of Tire Pros & Wheel Experts’ Stillwater location and vice president of the Hudson location. His brother, Jay, holds complementary roles as president of the Hudson location and vice president of the Stillwater location.

The Andrews brothers transformed their family business into a high performance tire and wheel authority, where technical expertise, customer trust and a passion for precision drive every sale today.

“We chose to become the experts instead of just dabbling in it and giving people uncertainty,” says Judd. “I think in the high performance and the custom wheel end of things, you’re really not selling the tires and wheels. You’re selling the precision and accuracy.”

Finding a niche

Tire Pros & Wheel Experts’ affinity for precision has only become more critical as the appetite for custom work has shifted away from flashy cars.

“We still do see performance cars and the occasional exotics, but I would say we’re definitely most known for custom trucks,” says Judd.

Demand has veered to lifted, leveled and stock-height trucks with custom wheel and tire fitments and Tire Pros & Wheel Experts builds everything from compacts, like the Toyota Tacoma, all the way up to one-ton diesels.

“The truck market really exploded for us,” says Judd.

Tire Pros & Wheel Experts has established “a reputation around proper fitment,” whether a truck is at stock height, leveled or lifted to ensure there’s no rubbing, regardless of the customizations.

Specifically, Tire Pros & Wheel Experts has mastered the fitment to get 35-inch wheels and tires to fit newer heavy-duty trucks of all makes at stock height with no lift and no rub. At leveled height, Judd says the dealership’s technicians have fitted 37-inch wheels and tires.

“We’ve earned the trust of local (truck) dealerships. They send us all of their custom tire and wheel business. Some of these dealers keep customized trucks on their show floor, so when they sell the truck, the dealer sends us the next one.

“We keep the level kits, wheels and tires on hand, so we usually have it done and back to them the same or

Judd (left) and Jay Andrews (right) turned the single-bay tire shop they opened with their father in 2006 into a high performance authority by becoming fitment experts. “We chose to become the experts instead of just dabbling in it and giving people uncertainty,” says Judd.

PHOTO: TIRE PROS & WHEEL EXPERTS

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HEROES OF HIGH PERFORMANCE

next day. The sooner we can get it done and back to them, the sooner they can get it sold and get us the next truck.”

Having things in stock enables same-day installs, while extensive displays drive sales.

“Inventory creates the speed, the speed creates trust and the trust puts us into that premium positioning,” says Judd.

At the Stillwater location, Tire Pros & Wheel Experts has 200 wheels displayed in its showroom and about 400 tires in stock. The showroom is organized by fitment — with six-bolt, eightby-180-millimeter, eight-by-170-millimeter and eight-by-6.5-inch patterns displayed separately — to ensure a seamless browsing experience.

“We’ve been pretty well-known for having a show floor full of wheels and tires. Performance buyers don’t want (to hear), ‘Let’s order that and see if it fits.’ They want to hear, ‘We have it. We’ve done it. We know that this works.’ In that segment, the hesitation oftentimes kills the sale, too. People are excited. They want to do it now, if you can, and having that inventory helps eliminate hesitation.”

While the internet still boasts a bigger selection, “the reason that somebody’s going to come in to talk to somebody is because we can offer that precision and the proper guidance to give them the proper product to do what they want with the vehicle,” says Judd.

Premium is standard

For the HP/UHP customer, premium is the standard — not just premium parts and service, but the entire experience — and that’s exactly what Tire Pros & Wheel Experts offers throughout the buyer’s journey.

“When it comes to customizing a vehicle, it really starts with consulting with the customer,” says Judd. “Then we’re not just bolting on parts. We’re building a cohesive package.”

When a customer comes in without a clear vision, Judd’s team translates their ideas into reality, identifying a starting point and planning the build from there. The process starts

with several questions to land on “one thing they do want.”

Next, customers can view examples of previous builds, including Tire Pros & Wheel Experts’ demo vehicles, which feature various customizations every year across different vehicle types and sometimes inspire copycat builds.

Once the customer knows what they want, they can browse the show floor to decide on specific wheels, tires and parts. If their vehicle is on site, the Tire Pros team will bring wheel options out to their vehicle to give them an immediate idea of how it’s going to look once it’s installed.

“You kind of just have to show them examples, ask questions until you figure out at least one point that they want and then you can help guide the rest of the pieces of the puzzle to fit with what they want,” says Judd.

When a customer’s vehicle is done, the Tire Pros team drives it through the car washes Judd and Jay own, which sit adjacent to each location.

“If you try to sell a performance customer like a commodity buyer, you lose them immediately. We first learn what the customer wants, then educate them on what is needed to achieve their goals or dreams.”

The entire process is as customized as the vehicles that leave Tire Pros & Wheel Experts’ lots. It’s tailored to the HP/UHP customer’s excitement surrounding the purchase and it’s a welcome change of pace for Judd.

“The custom market ... those are people that are excited to come in and

do something with their vehicle and they’re happy to spend money. So it’s kind of refreshing.”

Staying ahead of the market

Originally, the Andrews planned to grow into five locations, but Judd and Jay want to remain close to their business with the ability to continue developing their workforce — focusing on “being better, not bigger.

“We’ve more drifted away from (expansion) because we’ve gotten busier and busier and busier doing what we do out of our current locations,” says Judd. “We just want to embrace what we’ve got.”

As the business continues to concentrate on customer-focused growth, staying on top of the latest techniques and using state-of-the-art equipment that’s made for the HP/UHP market is vital. Tire Pros & Wheel Experts invests in touchless tire machines, Road Force balancers and National Institute for Automotive Service Excellence (ASE) certification for its technicians to maintain exacting standards.

“When you’re working with lowprofile tires and sometimes specialty wheels that might be reverse mount, you need touchless tire machines (and) Road Force balancing to make sure that you’re sending out product that isn’t going to be shaking for the customer, causing ride disturbances.

Tire Pros & Wheel Experts’ demo vehicle features popular customizations every year. This lifted pickup truck happens to be Judd Andrews’ current build.

PHOTO: TIRE PROS & WHEEL EXPERTS

You have to know proper torque procedures and you really need to have highly trained techs who know how to use that equipment. I can’t stress that enough.”

Tire Pros & Wheel Experts’ technicians are considered general technicians for the first two years of employment and start out doing oil changes and tires. After two years, they can become ASE-certified and advance into a service technician role. Service technicians handle advanced mechanical work, including brakes, shocks, struts, suspension lifts, engine replacement and more.

Judd and Jay work with new service technicians to make sure they understand how custom tire and wheel fitments and custom suspensions should work together. Hands-on shop experience, assisting as a general technician, also helps.

“After two years, by the time they’re to that point, they’ve seen enough come through the shop and what works and

HEROES OF HIGH PERFORMANCE

what doesn’t work to have some of that under their belt, too,” says Judd.

As electronic technologies in vehicles continue to evolve with increasingly complex advanced driver assistance systems (ADAS), customizations on newer vehicles are also getting more complex for Tire Pros & Wheel Experts. ADAS calibrations have been learned and adopted out of necessity — recalibrating steering angle sensors after alignments and programming collision avoidance parameters.

“When we build lifted trucks, like the Ford Super Duty, if you’re going to put an eight-inch lift in there and 40-inch tires, if you don’t know how to calibrate those ADAS parameters for the new ride height, you’re going to have all kinds of warnings and issues on the dash, which is going to create an upset customer,” says Judd.

While Judd says the ADAS service he currently offers is minimal, he and his team are always learning from the manufacturers they work with.

“We have close relationships with the manufacturers of the suspension systems, so they’re able to collaborate with us when we see something that’s new and different,” says Judd.

Beyond ADAS advancements, Tire Pros & Wheel Experts is also noticing several shifts it will have to account for in the years to come. Increasing factory wheel diameters are driving up demand for larger tires, electric trucks require a whole new set of load ratings and a new type of high performance customer is refining customization.

“We’re seeing a lot of customers that want what we call ‘OEM-plus’ — a really clean build versus something extreme,” says Judd.

High performance customers are more educated and selective than ever before, he adds.

“The future of this market isn’t just bigger. It’s smarter. Customers are more educated, vehicles are far more advanced and expectations are higher as a result of both of those.” ■

HEROES OF HIGH PERFORMANCE

Climbing to the top

PERFORMANCE PLUS TIRE HAS A 55-YEAR LEGACY OF SERVING THE CLASSIC VEHICLE MARKET

By Aden Graves

Selling and servicing tires and custom wheels for the passionate, enthusiast-driven vintage and classic vehicle market isn’t easy. It’s a craft that takes special knowledge, a dedicated team and a foundational relationship with your customers.

Hank Feldman, president of Long Beach, Calif.-based Performance Plus Tire and Automotive Superstore, knows this well.

“This has been the only job I’ve ever had as an adult,” says Hank, whose father founded the dealership in 1971. “We started as an inner-city retailer, very heavily skewed to custom wheels. In lower-income markets, their car is (their) prized possession and that’s where a lot of people spend their money. I learned the business very early on from that angle.”

Hank’s father had worked in the tire industry for nearly 10 years before he bought a business in Inglewood, Calif., from a man he worked for and renamed it The Big House of Chrome.

As a new retail store mostly tailored to custom wheel buyers, things were up and running until tragedy struck a week after its opening. Hank’s father was shot and rushed to the hospital. He survived the attack, but his long battle to recover left Hank and his mom to take on leadership of their store.

As Hank’s mom scrambled to help customers and manage daily operations, Hank left school early each day to help their shop stay afloat.

Eventually, after his parents divorced, Hank decided to take over the business instead of going to college.

The company found its footing through Hank’s leadership and eventually purchased Dave’s Home of Chrome, a wheel retailer in Compton, and changed its name to Performance Plus Tire and Auto, later growing the business to 10 stores throughout Los Angeles and Orange

County that included wholesale distribution centers.

Then came the Los Angeles Riots of 1992, which rocked Performance Plus to its core. Violence in the streets led to three of the Feldmans’ stores being burned to the ground and two stores losing their entire inventory.

“We didn’t go bankrupt, but we had a long road back to recovery from that,” says Hank. “We still catered heavily to the custom wheel segment of the business and the specialty side, but we shrank down to only a couple of stores.”

From there, Hank and his employees took time to rebuild. While operating two locations, they were able to slowly turn things around by organizing countless customer events, including car shows, and getting into the mail-order business.

A few years later, Hank’s mother passed away suddenly at age 59 while working at one of the stores. Hank continued running the business with his younger brother.

Through hard work and increasing their sales, they were able to pay back $4 million worth of debt.

Today, Performance Plus Tire is doing better than ever, offering custom wheels, tires and accessories for vintage, hot rod and classic vehicles; trucks and off-road vehicles; muscle and sports cars and more.

Performance Plus Tire’s retail outlet in Long Beach generates $6 million a year in revenue The company also operates a 30,000-squarefoot distribution center in Oak Ridge, Tenn. It recently acquired Long Beach-based Lucas Classic Tire, “the oldest classic tire dealer in the country,” after Stan Lucas, its founder, passed away. Lucas had been a “friendly competitor” with Hank for

“We’re all about lifetime retention of a customer,” says Hank Feldman, president of Performance Plus Tire.

PHOTO: PERFORMANCE PLUS TIRE

HEROES OF HIGH PERFORMANCE

years and wanted him to take over the business. (Performance Plus Tire also owns the famous Boyd Coddington wheel brand.)

Now, Hank works with his son, Dennis, the dealership’s vice president, and his second-oldest daughter, Paige, who works in purchasing and fulfillment. The dealership has more than 40 employees.

How they do it

The high performance (HP) and ultrahigh performance (UHP) tire and custom wheel business — especially when it comes to hot rod, vintage and classic car applications — is highly specialized, according to Hank.

“A lot of these vintage car buyers are very passionate about cars and a lot of them have multiple cars. Some in other parts of the country have other properties and barns full of vehicles.”

Performance Plus Tire’s showroom displays more than 100 custom wheels, plus mounted tire and wheel sets. The dealership also takes part in more than 50 car shows and events across the United States each year.

Hank uses these opportunities to showcase his company’s products.

“We don’t sell (customers) what we have,” he says. “We sell them what they want. On our website, you can see the variety of products available. If it’s not available locally, we can bring it in. We try to understand what the customers’ wants and needs are.”

While every customer has different aspirations, Hank says many come into Performance Plus Tire’s retail outlet armed with extensive classic car knowledge, which requires the dealership’s sales team to be just as knowledgeable. Customers often walk through the doors knowing exactly the kind of performance tire or wheel they want, he explains.

“Most of our older (customers) are reliving their youth. They’re buying a car or replacing the car they had when they were growing up and want it to be exactly what they had. That audience is much more affluent than the younger crowds.”

but sales still fluctuate based on economic factors. “When the economy is good, everyone is selling custom wheels,” says Hank.

Performance Plus Tire also does a large volume of business through online sales and sending products to customers all over the U.S. The company’s stocking strategy is focused on purchasing an enormous selection of products from suppliers across the country and world and being able to sell them at the best price point for their customers.

“We have a truck out in the field every day that picks up from all of our suppliers,” says Hank. “In the custom wheel business, there are so many SKUs just in one brand and one style because of fitments and sizes, so it’s virtually impossible to stock everything.

“It’s very challenging, so we try to keep the products in stock that we really know turn over fast. We carry a multi-million-dollar inventory between both of our warehouses.”

Products that are highly popular among Performance Plus Tire’s customers include a variety of suspension kits, lift kits and electric steps for vehicles.

The rise of buying and selling online, plus car auctions and the influence of pop culture, in general, have helped grow the vintage and classic vehicle segment, according to Hank,

Staying involved in the community and giving back to others in southeastern California is also crucial to the dealership’s mission.

For many years, Hank has been involved in numerous local organizations. Performance Plus Tire hosts an annual food drive for Thanksgiving every year, along with a car show. This tradition, which has been going strong for 28 years, has helped feed over 20,000 families and raised more than $50,000 last year alone, says Hank.

“Long Beach is one of the most diverse cities in the country. We try to cater to every ethnic group and the (local) colleges. We give to local (food) pantries.”

As Performance Plus Tire looks ahead to the future, Hank says he hopes to continue providing top-notch service and in-demand products, while being a leader in the classic, vintage and hot rod vehicle spaces — with his team by his side.

“We’re all about lifetime retention of a customer and we only do that by giving great customer service and delivering on what we promised,” says Hank.

“The golden rule in my business is that you treat people the way you expect to be treated.” ■

Performance Plus Tire’s showroom in Long Beach, Calif., displays more than 100 custom wheels, as well as many sets of mounted tires and wheels.

PHOTO: PERFORMANCE PLUS TIRE

‘Driven by excitement’

TIRESOUTH HELPS HP/ UHP TIRE CUSTOMERS ACHIEVE THEIR VISION

By Mike Manges

TireSouth Inc., a six-store tire dealership in the Atlanta, Ga., area, didn’t set out to become a high performance (HP)/ultra-high performance (UHP) tire expert, says Michael Spencer, who owns the company, along with his wife, Jessica Spencer.

But that’s what TireSouth has become.

“Our first location was built around what I would call the core of the retail tire business — replacement tires, undercar service, brakes, suspensions, alignments — all that stuff,” says Michael. “That was the foundation of what we started. I think what changed that trajectory had to do more with geography.”

TireSouth’s first store was located across the street from a big aftermarket retailer “that sold a wide range of performance products, including wheels, tires, suspension components, accessories — pretty much everything under the sun.”

But selling and servicing turned out to two different things, according to Michael. “What we began to notice is that although they had a huge inventory and were certainly exceptional at selling parts, there was a big knowledge gap that existed when it came to real-world fitments.”

The retailer’s customers began to cross the street, looking to TireSouth for answers. “And we made it a point to find an answer,” says Michael.

Over time, the retailer even began sending HP/UHP customers to TireSouth. “That kind of accelerated our

learning curve. We became immersed in ... practical performance solutions. Today, all of our locations are equipped to handle performance tires, custom wheels, suspension upgrades — all of it.”

Conversation helpers

HP/UHP tire customers are “driven by excitement,” says Michael. “When you talk about our core tire business, most of what we sell is needs-based. The performance customer is the exact opposite. They want something. They don’t just need something. They’re excited about the personalization of their vehicles.”

Most of TireSouth’s HP/UHP tire customers are pursuing a certain look, he explains. “They have an idea of what they’re trying to achieve.”

TireSouth’s sales team helps customers pinpoint exactly what they want. Having large, prominently positioned displays of custom wheels and HP/UHP tires helps, says Michael.

“All of our showrooms have wheels and UHP tires on display and that’s really valuable in helping customers kind of visualize what’s possible. It helps them articulate what they like.”

At the same time, TireSouth doesn’t want to “pigeon-hole the customer into

something we have in stock versus something that’s the best application for them. We have a lot of stuff in the showroom that they can touch and feel and roll out beside the vehicle.

“I think that’s really important in the sales process. Looking at these products in-person is a lot more fun than looking at a catalog or a picture on a screen.”

Displays ultimately help facilitate conversations with customers, he says.

“All of our showrooms have wheels and UHP tires on display,” says Michael Spencer, pictured with his wife and TireSouth Inc. co-owner Jessica Spencer.

PHOTO: TIRESOUTH INC.

HEROES OF HIGH

“All

casual customers. Michael calls these customers “researchers — guys who have put everything together. Those folks are typically more tuned-in. They come in with their vehicle already spec’d-out. ‘I want this wheel. I want this tire.’

“But we have wheels and tires in the showroom to prompt questions.”

High expectations

“It’s the same thing when it comes to the sales process. There’s a lot of specialized training that has to be considered. Some of these wheels are incredibly expensive.”

The same goes for many HP/UHP tires, “which can cost hundreds of dollars. You cut a bead on a tire like that and it’s kind of a big deal.”

TireSouth’s HP/UHP tire customers “are spending a lot of money, so they expect to be taken care of. If the customer is investing that kind of money in their vehicles, it comes with high expectations. We have to make sure we understand what their expectations are and make sure we can meet them. It comes down to understanding your customer and understanding what your customer wants to do.

“The most successful outcome for us is a happy customer who’s delighted with the product,” he says. “That means we’ve succeeded in implementing their vision.” ■ A segment of

Shop equipment and training requirements are different in the HP/UHP arena, “especially when you talk about the off-road tire segment,” according to Michael. “These are big, heavy assemblies. They’re a lot to handle, so there’s certainly a training element involved when it comes to installation and balancing.

Michael Spencer. TireSouth has six stores.

PHOTO: TIRESOUTH INC.

HEROES OF HIGH PERFORMANCE

‘Performing in style’

HTW MOTORSPORTS ALLOWS HP/UHP TIRE CUSTOMERS TO DREAM BIGGER

By Aden Graves

When Jim Strangio set out on an adventure to start a new automotive business that aimed to set him apart from some other tire dealerships in his area of southern California, he wanted to do more than just sell tires. He wanted to change the game and provide an outlet for car enthusiasts to dream bolder.

It was the late 1970s and the streets were lined with plenty of local markets and restaurants, movie theaters and countless tire and auto service centers.

Strangio, who had owned his own tire dealership in Ontario, Calif., for a while, thought something was missing. He couldn’t just settle for offering basic tires and related services.

He recognized there was a certain group of people who were passionate

about cars, “souping up” their vehicles and enjoying the scenic California highways in style. He was determined to create a place for them.

“Jim thought his old business was just like any other tire shop, so he just kind of wanted to go in a different direction,” says Phil Velto, Strangio’s nephew.

That’s when Strangio decided to open High Performance Tire and Wheel, now called HTW Motorsports, in Upland, Calif. The rest is history.

Phil calls his uncle an “innovator” who grew his new shop into a standout source of high performance (HP) and ultra-high performance (UHP) tires, custom wheels and accessories.

Strangio worked with car dealerships to do van conversions and install chrome wheels on vans and trucks, offering a range of tire and

auto services and further building his reputation.

“He was kind of an inventor in the area and that’s when HTW took off and exploded years ago.”

Decades passed and Strangio eventually handed off the business to his sons, Scott and Tony, who have carried the torch for nearly 35 years.

Today, HTW Motorsports is located along the famous Route 66 highway and offers HP and UHP tires, custom wheels, lift kits and more. Calling itself the “Upland and Inland Empire’s largest dealer,” the dealership says it can service any type of car, whether it’s an SUV, a sports car or a light truck.

Located along the famous Route 66 highway in Upland, Calif., HTW Motorsports offers a wide variety of tires, custom wheels, lift kits and more.

PHOTO: HTW MOTORSPORTS

HEROES OF HIGH PERFORMANCE

But Phil says roughly 25% to 30% of the company’s business comes from selling and servicing HP and UHP tires.

Every day, HTW Motorsports helps owners of expensive vehicles like Mercedes and Lexus and “super cars” like Corvettes, Porches, Ferraris and Bentleys, as well as owners of more traditional cars.

With the range of vehicles that roll into the dealership daily, Phil says every new job is exciting — and that’s what keeps the business on its toes.

“I just love interacting with people and helping them and advising them when it comes to their vehicles,” says Phil, who works for Tony and Scott part-time at HTW Motorsports and also runs his own business, Hub Cap Annie & Wheel.

“We’ve always done business together because our businesses kind of overlap each other,” says Phil. “Nobody can have all the inventory and stock that’s necessary, so I buy things from them and they buy things from me.”

That family partnership — along with a team of 12 that includes a small office staff, tire technicians and service providers — makes it all happen.

“We’re in a pretty affluent area here in the Inland Empire and Upland, (which includes) Rancho Cucamonga and Claremont,” says Phil. “With our history, people know us and trust us to put a different look on their high-end car and service them.”

When selling HP and UHP tires for more expensive vehicles, Phil says you have to focus on understanding the customers’ priorities, driving habits and wants for their vehicles and “meet them in the middle.”

Phil “reads the room” when a customer comes into the dealership with a more expensive car, such as a Bentley, and helps them choose a quality tire that meets their high-end performance standards.

Recently, HTW Motorsports sold tires to a customer with a high-end Volvo SUV who had his heart set on keeping low-noise tires on his vehicle.

The HTW Motorsports team

HTW Motorsports’ showroom is a top attraction, with three walls of glass and numerous displays of wheels and high performance tires that are “constantly updated.”

searched for the best noise-cancelling tires and they landed on a set of Pirelli-branded HP tires.

“He didn’t even ask me about the price.”

This is why focusing on drivers’ top priorities is key, he says. Every customer who comes to HTW Motorsports is unique with different desires and viewpoints, so the dealership’s employees are extra careful to be sure each need is met.

Whether some shoppers have a specific tire or wheel in mind for their vehicle or others are seeking guidance from the experts, HTW Motorsports’ showroom features three walls of glass and numerous displays of HP/UHP tires and wheels that are “constantly updated.”

Lots of customers enjoy looking up close at products, especially when it comes to wheels.

Phil says this helps the HTW Motorsports team brainstorm creative ideas.

HTW Motorsports’ warehouse typically has a couple thousand tires in stock and usually keeps several sets of HP and UHP tires on hand. According to Phil, the dealership can normally get products into the shop

the same day or the next day and inventory is “constantly moving.”

There are always new trends that emerge when it comes to “trickingout” high performance vehicles, according to Phil.

The latest finishes for custom wheels and other accessories can fluctuate, but many drivers today are gravitating toward bold, sporty finishes such as jet black or “hyper silver,” he explains.

HTW Motorsports also frequently installs lifts and lowering kits for a range of sports cars, which drives business forward.

“We do a ton of Mercedes and BMWs,” says Phil. “We’re often dumping them and lowering them just a little bit to change them, then putting a different-sized tire and wheel to make the stance a little bit more aggressive.”

Making sure customers are happy is what matters most to HTW Motorsports, he says.

That’s why the company test drives nearly every vehicle it services to make sure they run properly for customers — and to especially ensure tire pressure monitoring system sensors reset, vehicles are balanced and lift kits are installed to perfection.

“One of the things I enjoy most about this business is satisfying our customers,” says Phil. “This business constantly keeps my brain working because there’s something different every single day.” ■

PHOTO: HTW MOTORSPORTS

HEROES OF HIGH PERFORMANCE

Shop of dreams

CENTRAL TIRE BUILT A CUSTOMER-CENTRIC EXPERIENCE THAT QUICKLY ATTRACTED HP/UHP ENTHUSIASTS

By Sara Welch

The truck is ready and the reveal is part of the ritual.

When customers arrive at Central Tire to pick up their recently customized vehicle, they don’t find it parked with everyone else’s. It’s staged on a display pad in out front, where everyone can see it.

“It’s like a showcase,” says Central Tire Manager Jason Sparks.

For a business that specializes in high performance (HP) and ultra-high performance (UHP) tires, custom wheels and lifted trucks, the moment matters. It’s part of the experience.

“It’s sitting, parked up on this big platform for the world to see,” says Sparks. “It’s on display like a trophy. Nobody else gives (a) customer experience like we deliver.”

Central Tire is building a reputation among performance enthusiasts in Bend, Ore., just 18 months after opening. Its rapid growth reflects a deliberate strategy: If you build an

else’s. It’s staged on a display pad in front of the shop, where everyone who passes by can see it.

HP/UHP business around expertise, available inventory and customer experience, patrons will come.

For Sparks, a tire industry veteran, the formula is simple. “Your customers are going to keep coming back to you because you treated them right.”

Takeoff

Central Tire didn’t begin with a fully equipped retail store. It started small.

“We started out with, literally, ... me in the garage,” says owner Geronimo Meyers.

Meyers started selling factory takeoff tires out of his garage in 2022.

Over time, demand grew and customers started asking for new wheels and tires. So Meyers moved out of his

garage into a retail space and realized “we have a tire shop here.”

He decided to call the enterprise Central Tire, after the tire dealership his father started in the 1970s, which has since closed its doors.

Next, he brought in someone who could help shape the business’ long-term direction. Hiring Sparks to manage Central Tire was an easy decision for Meyers. Spending the first 30 years of his career at Les Schwab Tire Centers Inc., Sparks became known locally as “the tire guy,” according to Meyers.

In October 2024, Meyers purchased an old restaurant building and began renovations to bring the HP/UHP outlet that he and Sparks envisioned to life.

Today, Central Tire is a go-to destination for off-road enthusiasts, driven by the range of outdoor terrain in the region that includes mountain and desert landscapes less than an hour away. It’s known for outfitting heavyduty pickup trucks with lift kits, custom wheels and larger tires.

Selling the experience

Central Tire sells many of the same brands and products its competitors sell. What sets it apart, Sparks says, is everything surrounding the sale.

“You can go to any competitor and buy the same wheel... the same tire. Why pick us? It’s everything else.”

That philosophy shapes Central Tire’s customer experience.

Its showroom features 60 sets of wheels displayed prominently, so customers can easily browse. When someone is unsure about a wheel and tire combination, Central Tire’s staff takes a hands-on approach.

“We’ll bring the truck into the shop,” says Sparks. “We’ll mount up a wheel and tire and bolt it on, even before the lift. And we’ll ask, ‘Well, what do you think?’”

If it’s not exactly what the customer wants, the process continues until the customer is satisfied.

For HP/UHP enthusiasts, seeing the products on their vehicles can make all the difference.

When customers arrive at Central Tire to pick up their recently customized vehicle, they don’t find it parked in a row with everyone

PHOTO: CENTRAL TIRE

“Being able to see it right there is so important in this industry,” says Sparks.

Central Tire stocks roughly 3,000 wheels and thousands of tires — a decision Sparks believes is critical in the performance market.

“Wheels are more of an impulse buy,” he says. “You have the customer ... who’s been browsing wheels for six months and he finally wants to pull the trigger. And then you have a lot of people that’ll walk through the door because we have so much on the floor.”

Customers often stop in to browse and compare options. When they see exactly what they want on the showroom floor, sales become much easier.

“Having stuff on hand is expensive

the

come alive,” says

… but the sales you get with it are unmatched,” says Sparks.

Experts in the field

Technical expertise and product knowledge are essential to the customer experience Central Tire offers. It leverages the experience of its staff across its business to offer the insight performance customers expect.

“We probably have over 200 years of experience between tire work, alignment work, lift work and salesmanship,” says Sparks. “We have so much diversity in the shop, between the people that we have here, that we truly have probably the most detailed employees in our area.”

That expertise guides customers

through decisions involving fitments, suspension upgrades and tire selection and it’s continuously expanding through training.

Central Tire holds weekly meetings focused on product knowledge, installation techniques and customer service. Employees are also crosstrained, which feeds into Sparks’ and Meyer’s vision for the future.

As Central Tire recruits younger employees, the goal is to instill its culture and develop them internally.

“That’s where our next managers are coming from,” says Sparks. “Our leaders in this company are going to come from us.”

Central Tire’s momentum continues to build via word-of-mouth referrals and it’s rewarding for Sparks.

“It’s fun to see the dream come alive,” he says.

There is still work to be done, but the foundation is in place.

“Every day is just a new high,” Sparks says. ■

TIRE REPAIR

“It’s fun to see

dream

Central Tire Manager Jason Sparks (left), who’s pictured here with owner Geronimo Meyers (right).

PHOTO: CENTRAL TIRE

Opportunities in ADAS

DON’T WALK AWAY FROM ADDITIONAL REVENUE

By Mike Manges

As an installer of high performance (HP)/ultra-high performance (UHP) tires and wheels, are you walking away from extra revenue by not offering advanced driver assistance system (ADAS) calibrations after modifying customers’ vehicles?

“There are several opportunities for shops to expand services and increase revenue through ADASrelated work,” says Chuck Olsen, vice president of automotive technology solutions, AirPro Diagnostics. “Many tire dealers already perform services like tire pressure monitoring system (TPMS) work, tire size reprogramming and alignments. Adding ADAS calibration — particularly for forward-facing cameras and radar — is a natural next step. Changes such as tire size, wheel fitment, ride height adjustments and vehicle alignments can affect ADAS performance.

“Tire dealers and performance

installers should strongly consider adding ADAS calibration services. When tire sizes, wheels, ride height or suspension components are changed, the vehicle’s speed calculations and sensor reference points can also change.

“When tire size or ride height changes significantly, perception sensors such as forward-facing cameras and radar may also require recalibration so the system can correctly interpret its surroundings from the vehicle’s new stance. Addressing these changes helps ensure ADAS systems function properly and can significantly reduce liability exposure for the shop.

“ADAS is not a temporary trend. Advanced safety systems are expanding rapidly as automakers add new features and regulators introduce additional safety requirements, such as automatic emergency braking. Similar technologies — like TPMS,

ABS and electronic stability control were once considered new or optional, but are now standard across the industry.

“While there is an investment in training and equipment, there are multiple scalable options for shops to begin performing common calibrations, including forward-facing camera, radar and blind-spot radar systems. Dynamic calibrations performed during a road test can also be integrated into existing workflows.

“One of the most important best practices is conducting a pre-scan and visual inspection before starting any work. This helps detect existing faults or system issues that may need further diagnostics or repair before calibration.”

Stew Peregrine, senior executive, Autel North America, says shops that are installing performance tires, custom wheels, lift kits or suspension components “are already performing services that can affect ADAS sensors. Changing ride height, altering wheel and tire combinations or performing alignments can all require recalibration so those safety systems function as designed.

“That creates a natural opportunity for shops to keep the work inhouse. Instead of subletting the calibration, they can incorporate pre- and post-scans and ADAS calibration into the same service workflow. For performance tire dealers, it’s a logical extension of the work they already do and a way to capture additional revenue while ensuring the job is completed properly.

“ADAS is now part of the everyday service environment for modern vehicles. As more vehicles on the road are equipped with these systems, (ADAS) calibrations are becoming a routine step in completing the repair correctly. Shops that can perform diagnostics and calibration in-house can control the repair process, reduce cycle time and ensure the vehicle leaves the shop operating as intended.

“Stop leaving alignment and ADAS money on the table. Look at what

“ADAS is now part of the everyday service environment for modern vehicles,” says Stew Peregrine, senior executive, Autel North America.

PHOTO: AUTEL NORTH AMERICA

Drivers count on their tires to show up—rain or shine, workday or weekend. Dealers count on brands that do the same. Americus passenger and CUV tires deliver dependable comfort, honest tread life, and the kind of value that keeps customers loyal and your shelves moving. Simple to stock. Easy to sell. Built for the road ahead.

ADAS

you’re already doing today and ask, ‘How much revenue walks out my door with every car I send down the road uncalibrated or unscanned?’ Every time you do an alignment and don’t bill the steering angle relearn, don’t check for ADAS calibration triggers and don’t run a pre‑scan, you’re giving that revenue to somebody else or just erasing it altogether. For a shop doing even five to 10 alignments a day, that’s hundreds to thousands of dollars a day (that are) quietly disappearing.”

Ryan Gerber, ADAS product spe cialist at Hunter Engineering Co., says HP/UHP tire dealers should seriously consider adding ADAS calibration to their service menu. “Customers interested in HP/UP tires also tend to place high value on properly servicing and maintaining their vehicles. One option is offering various ‘complete packages’ built on items like HP/UHP tires, plus custom wheel install, plus alignments, plus ADAS calibration to ensure (vehicle) safety and performance. Educate cus tomers that modifications can affect ADAS and position calibrations.

“Ride height changes from lift/

leveling kits, new springs or even larger tires shift sensor angles,” says Gerber. “Even a 1 inch or a 2 inch lift can throw off radar/camera align ment — leading to false alerts, missed detections or system faults.”

ADAS calibrations “protect the customer’s investment and create a new revenue stream for tire dealers and installers.

“ADAS features — cameras, radars, sensors for lane keeping, automatic emergency braking (AEB), adaptive cruise, etc. — are deeply embedded in modern vehicles and are only expanding, driven by safety regulations, consumer demand and manufacturer commitments.

“AEB became effectively standard on most new U.S. vehicles through industry agreements and federal rules require it on all new passenger cars and light trucks by model year 2029,” Gerber continues.

“Recent legislation, such as the ADAS Functionality & Integrity Act, directs the National Highway Traffic Safety Administration to set calibra tion guidelines for new vehicles start ing in model year 2028, ensuring

systems stay functional post repair or modification.”

Alignments present a great oppor tunity for transitioning to ADAS cali brations, says Michael Czorny, mar keting manager, Launch Tech USA. “With a lift kit, you are likely perform ing a wheel alignment, as well. That is where you trigger a need for front camera calibration, as well as radar.

“Tire dealers and installers should consider adding ADAS to their ser vice. This is because most manufac turers advise doing radar and lane departure after something as simple as wheel alignment. Changing the wheel alignment, ride height, tire and wheel size can all have an adverse effect on the performance of these systems.

“Performing ADAS calibrations will ensure the proper functionality of these systems, giving both the install ers and customers peace of mind that their safety systems will operate cor rectly in the event they are needed.

“Seeing the perceived cost of entering the ADAS space and being reluctant” to invest in calibration equipment “is understandable,” says Czorny. “Although once you have the equipment, the income opportunity is high and can offset the cost of entry and become a very profitable side of the service.

“Most customers who are getting these types of modifications to their vehicle would be a possible ADAS upsell. Ride height change offers the opportunity to calibrate all ADAS systems on a vehicle, while wheel alignment and tire/wheel changes offer the opportunity for radar and lane departure calibrations.

“It is highly unlikely that any man ufacturer is going to remove these systems from their vehicle line ups. ADAS has only become more com mon over the past few years. These systems are responsible for the pre vention of accidents and driver safety. These systems are also a big selling point for many manufacturers.”

Denis White, who manages TEXA USA’s education program in North America, says ADAS calibrations “are

ADAS calibrations “protect the customer’s investment and create a new revenue stream for tire dealers and installers,” says Ryan Gerber, ADAS product specialist at Hunter Engineering Co.

PHOTO: HUNTER ENGINEERING CO.

driven by doing a wheel alignment on a car. If you’re putting $5,000 worth of tires and wheels or more on a car, you’re likely to go ahead and pay for a wheel alignment.”

Many vehicle manufacturers “ask you to calibrate the ADAS features. So (when) you get done with an alignment, you’re going to do steering angle sensors ... and then you’re going to calibrate the items that are relevant to ADAS, (like) forward radar and forward camera. Those are several hundred dollars per calibration in addition to the wheel alignment. Some of those are static. Some are dynamic. But the fact (tire dealers) are doing alignments is what drives them to have to do ADAS.”

Other modifications to a vehicle can present challenges and considerations, he adds.

“Significantly lowering a vehicle or significantly raising a vehicle beyond normal operation is something that can affect the functionality

of ADAS. The Ford F-250 allows for different fender heights to be entered in and allows for calibration,” while he says General Motors doesn’t allow for significant changes to suspension height.

“The argument for dealers that are modifying vehicles from the factory has been, ‘What can we do to stay within OEM specifications and what can’t we do?’”

White says the Specialty Equipment Market Association “and other entities out there are doing diligence on this idea and there is actually legislation out there about doing modifications on vehicles.

“I’m a fan of modifying vehicles. But at the end of the day, you also have to keep them safe.”

Vehicles equipped with ADAS are here to stay, says White. “We aren’t going away (from ADAS). We’re going toward it. Dealers can get into forward calibrations cheaper than they can buy a tire machine today.

TPMS The Way

“Training technicians is not expensive. The return on investment on ADAS has been the best I’ve ever seen of any equipment in a shop. It is amazing. I certainly would encourage everyone to have a better understanding of this.”

Tire dealers also can “partner with glass repair shops, nearby general service shops or collision repair shops to provide ADAS services and add to your revenue stream,” says Eric Wuchte, product manager, ADAS calibration solutions, Bosch Mobility Aftermarket.

“Nearly 100% of vehicles produced today have at least one notable ADAS system. Our estimate of the total U.S. fleet — vehicles now on the road — is that roughly 60% to 70% contain at least one ADAS system. The bottom line for all this is literally your bottom line. Wheel service plus alignment and ADAS will keep your business competitive with new profit centers.” ■

Secrets of mounting and balancing large tire/wheel assemblies

GETTING IT RIGHT TAKES SKILL, EQUIPMENT AND TIME

By Mike Manges

The size and weight of high performance (HP)/ultra-high performance (UHP) tire and wheel assemblies present unique challenges when mounting and balancing. Doing the job right requires skill, expertise, the correct equipment — and a little bit of patience.

When changing a large tire and wheel assembly, haste makes waste, says Jim Hudson, product manager, tire changers, Hunter Engineering Co. He advises techs to “slow down.”

“Modern tire changers and wheel balancers can be equipped with a wide range of standard features and optional accessories that make accurately mounting and balancing even the biggest wheels easier, faster and more efficient, but only if you use them correctly,” says Sean Price, director of quality control and product development at BendPak Inc.

“The most common mistake I’ve seen is techs who use improper technique and try to force the tire manually. This can damage the rim. Some also try to go too fast, skipping even basic steps like using lubricant or paste when mounting a tire. On a related note, the most common mistakes shops make are not training their technicians on the most efficient techniques and how to use all the features of their machines to stay safe and productive on the job. Every tech should be thoroughly trained on every piece of equipment they’re expected to use.”

When working with expensive, high-end rims, “don’t ignore wheel protection,” says Price. “Not using tire lubricant or paste is asking for trouble and will lead to a damaged wheel. There’s also the issue of an improper clamping technique. When mounting a tire, don’t clamp the wheel internally. This will scratch the powder coat. Always externally clamp to protect the finish.

“Have the proper equipment and set-up for larger tire and wheel assemblies,” he continues. “The stiff sidewalls and size of these tires require power assist arms to do the job right. Make sure everyone is trained on the equipment. Otherwise, (your) shop is losing productivity.”

“Proper centering is critical when balancing,” says Greg Meyer, senior product manager, wheel balancers, for Hunter Engineering Co. “Make

PHOTO: HUNTER ENGINEERING CO.

sure you’re always using well-maintained, low-taper centering adaptors. Make sure you use a lifting device, like a wheel lift, to ensure (you) aren’t at risk of injury.”

Meyer says the most common HP/ UHP tire and wheel package balancing mistake techs make is “poor centering from improper adaptors or adaptors used incorrectly. Low-taper collets are the best choice and should be used from the back — not from the outside or front coning. Cones and collets are often used well past their useful lifetime, which affects centering performance.”

When changing an HP/UHP tire and wheel assembly, haste makes waste, according to Jim Hudson, product manager, tire changers, Hunter. “The best practice is to simply slow down a little, for the sake of your own back and to prevent tire and wheel damage. This includes using the wheel lift, if present.

“A common mistake is just underestimating how heavy the tires and wheels actually are. It’s much more difficult to get those tires positioned for mounting and demount, especially without assist devices on the tire changer.”

Hudson also advises techs not to try to change a tire on a reverse wheel that’s improperly clamped.

“Mounting and balancing largediameter assemblies requires a higher level of precision than standard fitments,” says Scott Reinholt, national director of sales and business development, garage equipment division, CEMB USA. “The increased mass and shorter sidewalls make these assemblies far more sensitive to minor errors, which can lead to vibration, comeback complaints or expensive wheel damage.”

Here are several things to prioritize, he adds:

Use high-point/low-point match mounting. “Align the yellow mark on the tire, the lightest point, with the valve stem or the red mark — radial force variation — with the low point of the rim. Large tires often have significant

“Every

expected to use,” says Sean Price, director of quality control and product development at BendPak Inc.

PHOTO: BENDPAK INC.

‘heavy spots.’ By matching these against the rim’s characteristics, you reduce the total amount of lead or zinc (wheel) weight needed.”

Prioritize back cone mounting. Reinholt says techs should always mount the wheel on the balancer using a cone from the backside of the hub bore instead of the front. “The backside of the wheel’s center hole is the machined surface that actually mates with the vehicle’s hub. Mounting from the front can lead to off-center errors .”

Apply proper lubrication — and lots of it. “Use a high-quality, rim-grade lubricant on both the tire beads and rim seats. Large-rim diameter (tires) have extremely stiff beads. Proper lube allows the bead to slide over the hump without tearing the rubber or damaging the tire pressure monitoring system sensor.”

Perform a centering check. “After mounting the wheel on the balancer and tightening the wing nut, give the wheel a slow manual spin,” says Reinholt. “If you see any wobble or vertical movement, loosen and re-clamp.”

Account for static versus dynamic imbalance. “Always use a dynamic

(two-plane) balance. For wide wheels, ensure you’re placing weights as far as possible — one row behind the spokes, one on the inner lip.”

The most expensive error a tech can make is improperly centering on the balancer, he says. “Technicians often fail to use a flange plate (lugcentric mounting) and instead rely solely on a standard cone (hub-centric mounting) for these heavy, largediameter wheels. Why is this a critical error? It comes down to weight. A 22-inch wheel and tire assembly is heavy. When a technician slides that mass onto the balancer shaft using only a cone, the assembly often sags or sits slightly tilted. This results in a false center.

“Many large aftermarket and light truck wheels are lug-centric — meaning they are centered on the vehicle by the studs, not the hub bore. The center hole on these wheels is often not perfectly concentric to the lug holes.

“Consequently, if the wheel isn’t centered perfectly ... the balancer will tell the tech to add weight. After adding it, the next spin will ask for more weight in a different spot. ‘Chasing the weights’ is almost always a centering issue — not a tire issue.

“To do it right, a tech should just use a flange plate, which mimics the vehicle’s lug pattern, in conjunction with a back cone.”

The biggest “do” when mounting large-diameter tire and wheel assemblies is “using proper tooling and precision collets or hub-specific pilot discs in combination with a pin plate and maybe a wheel lift,” says Zach Christman, training specialist, North American equipment, Snap-on.

“The reason for this is the machined center of the wheel and the weight of the assemblies. Indexing the wheel on the same radial axis as if it were on the vehicle is a critical step.

“The accuracy variables that show up in mounting discrepancy here grow exponentially with weight and assembly size,” he says. ■

tech should be thoroughly trained on every piece of equipment they’re

How to read a sidewall

USE THIS GUIDE TO EDUCATE CUSTOMERS

The information on the sidewall of a standard passenger or light truck tire might be confusing to the average tire buyer. Here’s some information that will help you educate your customers about those letters and numbers on the side of their tires and what they represent.

Here’s an image of a Nexen N’Fera Sport ultra-high performance tire in size 245/40ZR18

A

245

The fi rst three numbers are the tire’s indicated section width in millimeters measured from sidewall to sidewall

40

The second pair of numbers is the tire’s aspect ratio or profi le. This is a percentage representing the ratio of the sidewall’s section height to the tire’s section width

R

This indicates the tire is radial construction

18

This number is the diameter of the wheel in inches

97

This is the tire’s load index

Y

This is the tire’s speed rating

Extra load

This designation verifi es that the tire is capable of extra load

The need for speed

All passenger tires are rated for certain speeds. Any tire with at least an S-speed rating is considered a performance tire. When Z-speed-rated tires were first introduced, they were thought to reflect the highest tire speed rating that would ever be required — in excess of 149 miles per hour. That was the speed rating ceiling at the time. Later, W and Y speed ratings were added to identify tires that have even higher speed capabilities. (See chart below)

How to ID a tire’s age

“When was that tire made?” This is a question that a customer might ask. Determining a tire’s age is easy. All of the information you need can be found on the tire’s sidewall. Use this example:

Identification of tire age

EXAMPLE: XX B3 ABC D 2718

To determine when the tire was produced, check out the Tire Identification Numbers (TIN), which identify when the tire was made.

The U.S. Department of Transportation’s (DOT) National Highway Traffic Safety Administration (NHTSA) requires that Tire Identification Numbers are a combination of the letters DOT, followed by eight to 13 letters and/or numbers that identify the manufacturing location (XX); tire size code (B3); and manufacturer’s code (ABCD), along with the week and year that the tire was manufactured. Using the example above, the first two numbers identify the week (27) and the final two numbers identify the year of manufacturing (18). Therefore, you can tell the customer that this tire was produced during the 27th week of 2018.

Performance tire speed ratings/maximum speeds (in miles per hour) and typical vehicle applications

S = 112 Family sedans and vans

T = 118 Family sedans and vans

H = 130 Sport sedans and coupes

V = 149 Sport sedans, coupes and sports cars

W = 168 Exotic sports cars

V = 186 Exotic sports cars

Y = >186 Exotic sports cars

Z = 149 Exotic sports cars

A look at load index

REPLACEMENT TIRE MAX LOAD CAPACITY MUST EQUAL OE CAPACITY

Aload index is an assigned numerical value that signifies a tire's maximum load carrying capacity when properly inflated. This is useful to help compare load carrying capacities of different-sized tires.

The higher the tire's load index number, the greater its load carrying capacity.

Most passenger tires have load indexes of 75 to 100, but a few are higher.

Light truck tires have two load indexes on the sidewall, unlike passenger tires, which only have one.

The reason for this is because light truck tires are often used on vehicles with dual rear wheels.

The capacity for two tires is lower than a single tire to ensure that the vehicle can continue to carry the load should one tire fail.

Keep in mind that replacement tires must have a maximum load capacity equal to or greater than the original equipment tire.

When in doubt, refer to the vehicle owner’s manual and/ or the placard that is usually placed on the door frame, glove box or fuel door.

This placard will not only provide the load index, but also the gross axle weight (GAWR), gross vehicle weight (GVW) and recommended tire inflation pressure.

International load index table*

There was a time when getting fast access to the right OEM wheel wasn’ t as simple as we believed it should be. Shops could call us, send an email, or search our website when they needed to buy or sell factory original wheels. Those methods stil l work today, but we began noticing a pattern: customers felt they were spending too much time searching.

More and more often, they asked a simple question “Can we just text you a picture?” That question sparked an idea.

RimText was born. 951-RimText (951-746-8398)

Today, a shop can simply text us a photo of the can a steel or alloy wheel they want to buy or sell and quickly receive a quote from our team. RimText has rapidly become one of our customers’ favorite and most efficient ways to connect with us. S N U

THE DELINTE COLLECTIVE CONTINUES TO EXPAND FROM ULTRA-HIGH PERFORMANCE TO THE NEW CENTURION 365.

CENTURION 365 MULTI-SEASON

Fortified with CLIMAGRIP™ Technology, the new Centurion 365 is a multi-season tire optimized for maximum durability, tread life, and fuel efficiency, without sacrificing a comfortable, quiet ride. With a tread pattern developed using advanced technology, the Centurion 365 delivers even wear, handling confidence, and lower road noise for passenger, CUV, and SUV drivers. 3D siping on the tread improves braking, acceleration, and winter traction, and CLIMAGRIP™ Technology means that this tire comes with a 3-Peak Mountain Snowflake (3PMSF) rating for winter traction and year-round driving confidence.

DS2 DYNAMX SPORT 2 ULTRA-HIGH PERFORMANCE

The DS2 is the first of its kind Ultra-High Performance Powerline tire, available in multiple wheel diameters with over 100 different sizes, accommodating many different vehicle makes and models. The DS2 features Delinte’s proprietary QST Technology which accelerates water evacuation for enhanced performance in wet conditions. The DS2 also comes with the reliable 55K D-SHIELD road-hazard and mileage warranty.

CENTURION 365 FEATURES DS2 FEATURES

DST1 SPORT TOURING 1 ULTRA-HIGH PERFORMANCE

The DST1 is an All-Season Ultra-High Performance tire designed for control and traction. This UHP is specifically engineered with tech features for maximum driving performance along with a low-noise design that ensures a comfortable ride. The DST1 also comes with the reliable 55K D-SHIELD road-hazard and mileage warranty.

DST2 SPORT TOURING 2 ALL-SEASON

FEATURES

The DST2 is an All-Season Touring SUV/CUV tire. The All-Season engineering allows for all types of driving conditions from dry hot highways to wet or snowy road conditions. The low-noise design ensures a comfortable and quiet ride. The DST2 also comes with the reliable 55K D-SHIELD road-hazard and mileage warranty.

DS8 ULTRA-HIGH PERFORMANCE

FEATURES

The DS8 is an All-Season Ultra-High Performance tire designed for control and traction. With speed ratings H, V, W & Y, the DS8 is specifically designed to match the aesthetics of your vehicle and give you the freedom to perform. The DS8 also comes with the reliable 55K D-SHIELD road-hazard and mileage warranty.

We believe we offer, quite simply, a better tire, while providing you greater

So what makes Vredestein better?

PRECISION ENGINEERING

Crafted with advanced European expertise and exacting standards.

RICH HERITAGE

Over a century of European innovation and craftmanship.

ELEVATED DESIGN

Partner of Italdesign, founded by the legendary designer Giorgetto Giugiaro.

www.vredestein.com contact.us@apollotyres.com

See what Consumer Reports has to say about Vredestein

OEM factory wheels / Buy-Sell

We stock factory-original used, new take-off, reconditioned and new replica alloy and steel wheels, single wheels, full sets and bulk inventory. For quick quotes, use our RimText system. To buy or sell, simply text pics of the wheel(s) to 951-RimText (951-746-8398).

1-800EVERYRIM OEM WHEELS www.1800EveryRim.com

Americus Recon Tour

Introducing the Americus Recon Tour, your ultimate companion for the road. Engineered with precision for sedans, crossovers and sport utility vehicles, this premium touring tire promises a tranquil journey with uncompromising performance. Its balanced five-rib pattern ensures exceptional handling and responsiveness, while an optimized profile shape and pitch sequence work in harmony to hush tread pattern noise, delivering a serene ride. Embrace every turn with confidence, aided by wide circumferential grooves and high-density siping that elevate traction in wet and light snow conditions. Experience the perfect blend of comfort, control and longevity on your travels with the Americus Recon Tour.

AMERICUS TIRE

www.americustire.com

Tire repair materials

31 Inc. is a global manufacturer and distributor of professional tire repair materials and wheel service supplies, including TPMS, tire repair chemicals and lubricants, tire repair tools, balancing solutions and wheel service and shop supplies.

31 INCORPORATED www.31Inc.com

The Rite-Sensor offers industry’s best vehicle coverage

Bartec offers TPMS service the way it should be. Since its launch, the Bartec Rite-Sensor has been the preferred TPMS replacement sensor solution. Bartec’s Rite-Sensor makes TPMS service easier, faster and more accurate. Rite-Sensor has the very best coverage of North American vehicles. Rite-Sensor is easy to use because of Rite-Sync, the unique process making TPMS service more consistent and repeatable. Rite-Sensor is the faster solution, making service times shorter. This translates to a better bottom line for your tire business and more satisfied customers. Rite-Sensor comes in two versions. The RS-2000 is for the traditional UHF-based TPMS and the RS-3000 is for Bluetooth-based TPMS. Either way, Bartec has you covered.

BARTEC USA www.bartecusa.com

Continental ExtremeContact Sport02

The ExtremeContact Sport02 is a dynamic summer ultra-high performance tire for passenger cars. Ideal for both the street and the track, this tire comes complete with SportPlus technology, which provides responsive handling, better grip on wet roads and extended tread life. It comes with Tuned Performance Indicators which are D and W symbols in the tread that disappear when the tire is no longer tuned for optimum performance in either dry (D) or wet (W) conditions. It is backed by the Total Confidence Plan and a 30,000-mile warranty. The tire is available in nearly 80 sizes.

CONTINENTAL TIRE THE AMERICAS LLC

www.continentaltire.com

Delinte Centurion Tire series

Delinte’s new Centurion Tire series is a game changer for light truck and CUV/SUV tires. With highway, all-terrain and crossover-terrain models, the Centurion series features the new CLIMAGRIP Technology, which combines next-gen engineering for excellent tire durability, improved wear, improved fuel economy and ride comfort and the 3-Peak Mountain Snowflake Rating (3PMSF). The Centurion H/T, A/T and X/T are also backed by Delinte’s highest mileage warranty, which includes road hazard coverage and up to 60,000 miles.

DELINTE TIRES

www.delintetires.com

Cosmo MuchoMacho

The MuchoMacho is an ultra-high-performance tire built to satisfy demanding drivers with the control, responsiveness and confidence they expect on the road. Engineered with an asymmetric tread design for superior wet and dry control, a bead reinforcement system for immediate steering response and Directed Super Silica for enhanced wet traction, lower rolling resistance and longer tread life, it delivers performance without compromise. Quiet Kat Technology helps reduce road noise for a smoother ride, while a 30,000-mile mileage warranty and road hazard coverage add everyday peace of mind.

COSMO TIRES

www.cosmotires.com

General G-MAX AS07

The G-MAX AS07 is a dynamic, all-season ultra-high performance tire for passenger cars, crossovers, light trucks and SUVs. Developed for superior all-season traction and long-lasting treadwear, this tire comes complete with the Replacement Tire Monitor and Visual Alignment Indicators, which aid in detecting tire wear.

GENERAL TIRE

www.generaltire.com

MaxGrip R/T+

The Gripmax MaxGrip R/T+ is a rugged terrain tire designed for SUVs and light trucks, offering strong off-road capability. The tread design is inspired by the breakwaters along the sea embankment. Its wide footprint enhances stability and handling, while aggressive sidewall blocks improve traction and protection. Open shoulder blocks help expel mud, sand and snow for better grip, and optimized zig-zag grooves reduce road noise while enhancing traction. The tire balances well and provides solid wet performance, which delivers a mix of off-road durability and on-road comfort, making it a reliable choice for adventure seekers and daily drivers alike.

GRIPMAX TIRES

www.gripmax.com

Kumho Tire Ecsta Sport All-Season

The ECSTA Sport A/S is the ultimate high-performance all-season tire, containing next–generation technology in the compound to help improve overall performance. In recent third-party testing, by an industry-leading source, the Ecsta Sport A/S demonstrated exceptional grip, precision handling and cornering in both wet and dry conditions. Available in 56 sizes, ranging from 16 inches to 21 inches and W/Y speed ratings. Backed by a 50,000mile warranty, road hazard protection and 30-day customer satisfaction warranty.

KUMHO TIRE USA

www.kumhotireusa.com

VEZDA UHP A/S2

The VEZDA UHP A/S2 represents Kenda’s next evolution in ultra high-performance all-season tires, delivering premiumlevel handling at a value-driven price. Designed for sports cars, performance sedans and modern CUVs and SUVs, it balances crisp responsiveness with year-round versatility. Advanced narrow-towide groove geometry enhances hydroplaning resistance, while 3D siping improves wet and light snow traction. A 540 AA A UTQG rating underscores its blend of tread life and performance, backed by a 50,000-mile limited warranty. With expanded sizing for modern fitments, the VEZDA UHP A/S2 is engineered for drivers who demand confidence in every condition.

KENDA TIRES USA www.kendatire.com

Quattro Tempo All-Weather

Offering cutting-edge technology and precision, the Quattro Tempo All-Weather is built to elevate every drive. Featuring enhanced siping, 3-Peak-Mountain Certification, and an impressive 50,000-mile treadwear warranty, it’s a tire that truly delivers. Whether you’re navigating dry roads or wet conditions, this all-weather tire offers exceptional handling, impressive mileage and the ultimate flexibility for the modern driver. With Lexani, you don’t have to compromise — you get everything and sacrifice nothing.

LEXANI PERFORMANCE TIRES

www.lexanitires.com

Atlas Priva R/T

The Priva R/T tire is the next product coming from the Atlas Tire brand.

The new tire is a rugged-terrain 4x4 tire with 3-Peak Mountain Snowflake certification. The tire features open shoulder grooves, an optimized void ratio to accelerate mud and snow evacuation and a high-strength carcass to protect the tread and sidewall from impacts and punctures.

LINGLONG AMERICAS INC.

www.atlas-tires.com

MAX Sensor Gen 5 TPMS

The MAX Sensor Gen 5 TPMS delivers next-generation performance with advanced programmability and broad vehicle coverage. Designed for efficiency, it programs wirelessly through the tire using ATEQcompatible tools, reducing installation time and simplifying service. Built for durability, the snap-in valve is rated up to 80 psi and speed tested to 134 mph for reliable performance in demanding conditions. With 99.9% vehicle coverage, including lifted trucks, passenger cars and more, the Gen 5 sensor is engineered to meet the needs of today’s evolving vehicles. Backed by a five-year warranty and stocked nationwide through TWG distribution, MAX Sensors are ready to ship and easy to integrate into any order.

MAX SENSOR

www.max-sensor.com

Milestar Interceptor AS810

The all-new Interceptor AS810 is an ultrahigh performance passenger tire engineered to maximize your driving experience in any season. An optimized inside tread pattern delivers confident performance across both dry and wet conditions, while large outside shoulder tread blocks provide enhanced cornering stability for precise, responsive handling. Microsiping adds an extra layer of all-season traction and driving confidence, ensuring the AS810 performs when it matters most. Whether you’re navigating summer highways or winter roads, the AS810 strikes the perfect balance of performance and value — all backed by a 50,000-mile limited warranty.

MILESTAR TIRES

www.milestartires.com

Maxxis RAZR lineup

The Maxxis RAZR lineup blends race-proven durability, advanced compound technology and all-terrain versatility for drivers who demand performance everywhere. The RAZR MT delivers extreme off-road traction with deeply sculpted tread, armor sidewalls and a tear-resistant compound built for harsh terrain. The RAZR AT balances rugged capability with refined on-road manners, reduced noise and a dual-cord casing for strength and comfort. The RAZR AT-S enhances all-weather traction and ride quality for lighter-duty vehicles, while the RAZR HT provides a quiet, durable highway ride with optimized tread design and long-lasting wear.

MAXXIS TIRES — USA www.maxxis.com

NEXEN N’Fera Sport

The award-winning NEXEN N’Fera Sport is an ultra-high performance (UHP) summer tire designed for Porsche and engineered to deliver precise handling, confident traction and stability for today’s performance vehicles. Featuring an advanced asymmetric tread design, the N’Fera Sport enhances dry grip and wet braking while promoting responsive steering and cornering control. Wide circumferential grooves help evacuate water to resist hydroplaning, while reinforced shoulder blocks support high-speed stability. Developed using NEXEN’s latest compound technology, this tire balances performance and durability for everyday driving. The N’Fera Sport is available in a wide range of fitments, including many OE-equipped vehicles, providing drivers with premiumlevel UHP performance and everyday driving confidence.

NEXEN TIRE AMERICA INC. www.nexentireusa.com

Nokian Tyres Surpass AS01

The Nokian Tyres Surpass AS01 lets drivers expand their expectations of what a highperformance tire can do. The ultra-highperformance all-season tire powers through hairpin turns and roots the tire to the road for rapid acceleration, balancing grit and grace. It’s sleek enough to grip every curve, but strong enough to withstand potholes thanks to aramid fibers embedded in the sidewalls. And it’s built for long life, thanks to a 55,000-mile treadwear warranty.

NOKIAN TYRES www.nokiantyres.com/surpass

T he New Mut ant is a hybr id r ug ged-ter rain t ire for light trucks and SUVs that offers improved traction and overall performance over an all-terrain tire in varying off-road terrain. The unique aggressive tread pattern is designed for enhanced off-road capability without the road noise of a mud terrain tire. Built for adventure seekers who crave both on-road comfort and off-road dominance, the New Mutant RT Trail delivers the perfect balance of performance. Conquer challenging trails with confidence, knowing you have a tire that won’t back down. Engineered for everyday adventure, the New Mutant RT Trail is ideal for drivers who demand top-tier mud-terrain performance without sacrificing on-road comfort. Whether it’s your daily driver or your weekend trail rig, this tire is built to handle anything you throw its way.

PREDATOR TIRE

www.predatortires.com

Hitrac All Season

The Hitrac All Season tire is designed for everyday reliability across all driving conditions. From city streets to changing weather, it offers balanced performance, comfort and consistent traction to ensure a smooth and secure drive every day.

VREDESTEIN TIRES

www.vredestein.com

Radar Renegade-X Line

Radar Tires recently expanded its Radar Renegade-X line, adding nine new sizes ranging from 18- to 26-inch rim diameters and meeting growing consumer demand for larger wheel fitments on lifted trucks and custom builds. Since its introduction, the Radar Renegade-X has earned widespread acclaim from drivers seeking uncompromising off-road performance paired with an aggressive aesthetic. Market feedback from consumers highlights the tire’s exceptional mud and rock traction, exceptional durability and surprisingly low on-road noise — a rare combination in the mud-terrain category. Designed in collaboration with GFG Style, one of Italy’s most iconic automotive design houses, the Radar Renegade-X combines engineering excellence with refined, premium aesthetics that enthusiasts crave. Key features include a high void-tolug ratio for superior mud evacuation; a specially formulated rock-crawl compound for exceptional grip on rocks, gravel and mud; three-ply sidewall construction for enhanced durability; a unique combination of serrations and stone ejectors to protect the casing, and stealth-inspired sidewall lugs that extend lateral traction while delivering a striking visual presence. The new sizes of the Radar Renegade-X are designed for Jeeps, pickup trucks, full-size SUVs and dedicated off-road vehicles.

RADAR TIRES

www.radartires.com

Arisun Aggressor ZP11

The ZP11 is a high performance, all-season tire designed for passenger cars and crossovers in North America. Its four straight grooves, aggressive siping and biting edges enhance water evacuation, grip and road contact for confident handling in any condition. Its super hybrid rubber compound provides outstanding traction on all road surfaces, while a reinforced casing with pre-stressed belt construction improves durability and stability. The wide tread and optimized contact design ensure even pressure distribution, minimizing vibrations for a smoother, quieter ride. Built for safety, comfort and long-lasting performance, the ZP11 delivers a refined driving experience year-round.

ZC RUBBER AMERICA INC. www.zc-rubber.com / www.arisuntires.com

Predator New Mutant RT Trail

1-800EveryRim OEM Wheels

12078 Florence Ave.

Santa Fe Springs, CA 90670  (800) 383-7974

Text: 951-RimText (951) 746-8398

Chase Potter, Manager

Products: OEM replacement wheels; used, new, take-offs, reconditioned, buy/sell — alloy/steel. www.1800EveryRim.com   Sales@1800EveryRim.com

31 Incorporated

100 Enterprise Drive Newcomerstown, OH 43822 (800) 438-3302

Products: Professional tire repair materials, TPMS and wheel service supplies. www.31inc.com

Bartec TPMS

6475 19½ Mile Road

Sterling Heights, MI 48314

Sales Support: (855) 877-9732

Technical Support: (866) 407-8767

Products: TPMS replacement sensors, heavy-duty TPMS sensors, a range of TPMS diagnostic tools, service kits and replacement valves, tire inflators, tread depth tools and a variety of torque tools.

www.bartecusa.com

www.evtpms.com

www.ritesensor.com

www.bartec365.com

General Tire

Continental Tire the Americas LLC 1794 MacMillan Park Drive

Fort Mill, SC 29707 (800) 847-3349

Fax: (704) 587-6555

Tansu Isik, CEO

Products: Ultra-high performance tires, passenger tires, light truck tires, medium/ heavy truck tires, commercial tires. www.generaltire.com X: @generaltire

Instagram: @general_tire

Facebook: facebook.com/ generaltire

AOT (American Omni Trading Co. LLC) 1221 Park West Green Drive

Katy, TX 77493 (281) 600-8473

Brands: Our brands include Thunderer, Americus, Vercelli, Lancaster, Wanli, Omni Cargo, Deestone, Cropmax and Recon Trail. Products: Passenger tires, light truck tires, medium/heavy truck tires, ag/farm tires, industrial tires, specialty tires and antique/ classic tires. www.american-omni.com

Apollo Tires U.S. Inc.

1175 Peachtree St., NE

Atlanta, GA 30361 (877) 234-0867

Products: Commercial truck tires. www.apollotrucktires.com

Continental Tire

Continental Tire the Americas LLC

1794 MacMillan Park Drive

Fort Mill, SC 29707

(800) 847-3349

Fax: (704) 587-6555

Tansu Isik, CEO

Products: Ultra-high performance tires, passenger tires, light truck tires, medium/ heavy truck tires, commercial tires, motorcycle tires, bicycle and specialty tires. www.continentaltire.com

X: @continentaltire

Instagram: @continental_tire

Facebook: facebook.com/ continentaltire

Gripmax Tires Inc.

100 N Howard St., Suite R, Spokane, WA 99201 (971) 703-8919

Email: sales@gripmax.com

Products: Light truck tires, classic tires, all-weather tires, winter tires, etc. www.gripmax.com

Cosmo Tires

7500 NW 35th Terrace

Miami, FL 33122

(305) 696-0096

Contact: info@cosmotires.com

Products: Ultra-high performance, touring, passenger, EV ready, crossover, SUV, light truck, 4X4 (all-terrain A/T, rugged terrain R/T, mud M/T), van (last mile delivery), specialty trailer, medium/heavy truck and bus commercial. www.cosmotires.com

Kenda Tires USA

7095 Americana Parkway Reynoldsburg, OH 43068 (614) 866-9803

Fax: (614) 866-9805

Products: Ultra-high performance tires, passenger tires, light truck tires, including all-season highway, all-terrain (A/T), rugged-terrain (R/T) and mud-terrain (M/T), SUV/CUV tires, specialty tires, trailer tires, ATV tires, motorcycle tires, golf cart tires, ag/farm tires and bicycle tires. www.kendatire.com

Kumho Tire USA

Nexen Tire America Inc.

1001 Summit Blvd. NE, Suite 1800 Atlanta, GA 30319 (800) 445-8646

Products: Ultra-high performance tires, passenger car tires, light truck and SUV/ CUV tires and commercial tires, including on/off-road and school bus. www.kumhotireusa.com

LingLong Americas Inc.

1484 Medina Road, Suite 118 Medina OH 44256

Email: LLA_info@linglongtire.com

Products: Passenger tires, light truck tires, medium/heavy truck tires, ag/farm tires, industrial tires, specialty tires. www.linglongtire.com

www.ModernTireDealer.com

4014 Wheatley Road Richfield, OH 44286 (800) 576-3936

Email: sales@nexentireusa.com

John Hagan, executive vice president sales

Products: We offer a comprehensive portfolio of passenger, CUV/SUV, light truck, winter, all-season, EV compatible and ultrahigh performance tires engineered to meet the evolving needs of today’s drivers and vehicle platforms. www.nexentireusa.com

Nokian Tyres

520 Nokian Tyres Drive Dayton, TN 37321

Email: hello@nokiantyres.com

Sentury Tire USA 11210 W. 43rd Ave. Hialeah, FL 33018 (305) 621-5101

Maxwell Wee, executive vice president

Brands: Delinte, Delinte Commercial, Landsail, Landsail Commercial, Groundspeed, Groundspeed Commercial, Avantech Commercial, Sentury and Pantera. Products: Passenger Car/CUV/SUV: ultra-high performance, high-performance, touring, all-season and all-weather tires. Light Truck/CUV/SUV: mud-terrain, rough-terrain, all-terrain, crossover-terrain, premium highway tires, including multiple EV-compatible options. Commercial and last-mile delivery tires. www.senturytireusa.com

The Wheel Group

Maxxis Tires – USA

545 Old Peachtree Road Suwanee, GA 30024-2935 (800) 4-MAXXIS

Products: High-quality manufacturer of tires for passenger cars, light trucks, SUVs and trailers, including UHP and EV-specific models. The off-road lineup ranges from LT to competition tires. Also offers tires for ATVs, UTVs, motorcycles and bicycles. Additional products include lawn and garden, industrial and kart tires. www.maxxis.com

Products: Inventor of winter and all-weather passenger tires, Nokian Tyers offers allseason, all-weather and all-terrain tires rolling from its factory in southeast Tennessee, as well as winter tires from its flagship factory in Finland; ultra-high-performance all-season tires, LT/CUV/SUV included. www.nokiantyres.com

OmniSource USA

3750 S. Watson Road, Suite #100 Arlington, TX 76014

Products: Passenger tires, light truck tires, medium/heavy truck tires, antique/classic tires. www.radartires.com

1050 N Vineyard Ave. Ontario, CA 91764 (866) 894-3351

Brands: Dirty Life, Mayhem, Cali Off-Road, Ridler, Touren, AMP Tires, Body Armor 4x4 and Tuff Stuff Overland.

Products: Leading distributor of wheels, tires and off-road accessories. www.thewheelgroup.com Instagram: @thewheelgroup

Transamerica Tire Co. Ltd.

5118 Park Ave., Suite 601 Memphis, TN 38117 (832) 891-2821

Email: marketing@transamericatire.com

Milestar Tires

500 W. 190th St., Suite 600 Gardena, CA 90248 (800) 227-8925

Products: Ultra-high performance tires, passenger car tires, light truck and SUV tires, commercial light truck tires and commercial tires. www.milestartires.com

Brands: Our brands include Venom Power Tire, Predator Tire, Freedom Hauler Tire, Transeagle Tire, Trailer Master Tire, Mohawk Tire and AmeriTread Tire.

Products: We offer a complete line of products for various applications, including ST trailer tires, ultra-high performance tires, summer and winter passenger tires, light truck tires (all-terrain, rugged-terrain and mud-terrain) and other specialty tires. www.transamericatire.com

Turbo Wholesale Tires Inc. 5793 Martin Road Irwindale, CA 91706 (877) 453-9264 www.turbotires.com

Vredestein Tires Inc. 1175 Peachtree Street NE Atlanta, GA 30361 (877) 234-0867

Products: High performance tires, passenger tires, classic tires, ag/farm tires, industrial tires, lawn/garden tires. www.vredestein.com

ZC Rubber America Inc.

661 Brea Canyon Road, Suite 7 Walnut, CA 91789 (909) 598-5585, Ext. 5 Fax: (909) 598-5587

Products: Ultra-high performance tires, high performance tires, passenger tires, SUV/ CUV/light truck tires, medium/heavy truck tires, commercial tires, ATV tires, bicycle and specialty tires. www.arisuntires.com www.arisun-atvtire.com

ENGINEERED FOR PERFORMANCE ON ROAD, OFF-ROAD AND IN BETWEEN

Kenda Driver Alex Fleming & Sherpa Motorsports – 3rd Place in R600 Stock Class, Mint 400 on KLEVER M/T2 tires

The N’Fera Sport—engineered for drivers who demand the ultimate in ultra-high performance. Designed to elevate your sport driving experience, the N’Fera Sport delivers outstanding wet performance, improved braking capabilities, and enhanced handling, ensuring precision and control in every turn. Whether you’re navigating tight corners or pushing the limits on open roads, this tire provides the grip, stability, and responsiveness you need to stay ahead of the competition.