What Tire Rack does

Tire Rack is the largest and oldest online tire and wheel retailer in the United States, founded in 1982 (firmographic data lists 1979) by Dutch immigrant Pete Veldman and headquartered in South Bend, Indiana. The company operates tirerrack.com as a direct-to-consumer e-commerce platform selling tires, wheels, and automotive parts and accessories from 50+ tire brands and 80+ wheel brands, with vehicle-specific fitment search, a Tire Decision Guide recommendation system, a wheel visualizer, and an extensive library of independent tire test results and customer reviews. The technology platform is complemented by 12 US distribution centers enabling direct shipping, in-network pickup, and order routing to a network of 10,000+ independent Recommended Installers nationwide, plus a Tire Rack Mobile Installation service for at-home fitting. The business model is primarily one-time transactional unit sales of tires, wheels, parts and accessories, augmented by transaction-fee revenue from financing products (Tire Rack Credit Card, Affirm, manufacturer co-branded cards) and by value-added services such as free 2-year Road Hazard Protection and Hunter Road Force balancing. In December 2021, Tire Rack was acquired by Discount Tire, the largest independent US tire and wheel retailer, providing a $9.7B-revenue parent with 1,100+ physical stores. In 2026, the company launched Tire Rack Wholesale with UVeye AI vehicle inspection integration for automotive dealerships and added CTEK battery and EV charging products, marking a deliberate expansion from pure-play DTC into a hybrid DTC/B2B platform serving consumers, enthusiasts, and dealership service operations.

Name

Tire Rack

Legal name

Tire Rack

Website

https://tirerack.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Tire Rack is the largest US online tire and wheel retailer, selling tires, wheels, and auto parts direct to consumers via tirerrack.com with vehicle-specific fitment search, supported by 12 distribution centers and 10,000+ independent Recommended Installers. A subsidiary of Discount Tire since December 2021, it is now expanding into B2B dealership wholesale via UVeye AI integration.

Ownership category

akta.pro rank

Product category

Online tire and wheel retail

NAICS

Tire Dealers (441340), Automotive Parts, Accessories, and Tire Retailers (4413), Tire and Tube Merchant Wholesalers (42313), Automotive Parts and Accessories Retailers (44133)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industries

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Mobile Tire Service & Emergency Roadside (On-Site) (TLAKADAC), Tires, Wheels & Retread Supply Distribution (TLAKAOAD)

Keywords

• Online tire retail
• Tire wheel packages
• Automotive parts ecommerce
• Consumer tire sales
• Auto accessories

Headquarters

HQ city

South Bend

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Tire Sales: Primary revenue stream from selling tires across multiple categories including touring, performance, winter/snow, all-terrain, track/competition, classic, trailer, and spare tires. Products sold from major brands including Michelin, Goodyear, Bridgestone, Continental, Pirelli, Falken, Toyo, and many others.
2. Wheel Sales: Revenue from selling wheels and rims from brands including BBS, Enkei, Method, BBS, O.Z. Racing, and many others. Often sold as complete tire and wheel packages.
3. Parts & Accessories: Sales of auto parts including brakes, suspension, TPMS, lighting, wipers, engine tuning, batteries/chargers, tools, and car care products.
4. Tire & Wheel Packages: Pre-configured or custom tire and wheel packages with mounting, balancing, and installation hardware included. Includes exact fitments for specific vehicles.
5. Financing Services: Revenue from financing options including Tire Rack Credit Card, Affirm pay-later financing, and manufacturer co-branded credit cards (Bridgestone, Continental, General Tire, Goodyear).
6. Mobile Installation Service: Tire Rack Mobile Installation service provides convenient at-home tire installation, generating service revenue through affiliated mobile installers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels11 records

Core offering

Tire Rack sells tires, wheels, and a broad assortment of automotive parts and accessories (brakes, suspension, TPMS, lighting, engine tuning, batteries, wipers, exterior accessories) directly to consumers through tirerrack.com. Orders can be shipped to the customer's home, picked up at one of 12 distribution centers, or delivered to one of 10,000+ independent Recommended Installers, with an at-home Mobile Installation service also available.

Product overview

Tire Rack operates as a comprehensive online automotive parts and service platform offering tires, wheels, and automotive parts/accessories through a unified e-commerce experience. The core product is its extensive tire and wheel catalog, complemented by value-added services including Tire & Wheel Packages (pre-mounted and balanced), Mobile Tire Installation, and a network of 10,000+ Recommended Installers. The parts and accessories portfolio spans brakes, suspension, TPMS, lighting, engine tuning, wiper blades, exterior accessories, batteries/chargers, and garage organization products. Additional services include a Tire Decision Guide for personalized recommendations, free two-year road hazard protection, and financing options through Affirm and store credit cards. The company recently integrated UVeye's AI-powered vehicle inspection platform for dealer quoting and added CTEK battery products to its lineup.

Differentiator

Problem solved

Functional benefit

Products and services

• Tires
• Wheels Aftermarket wheels from over 80 brands for passenger cars, light trucks, crossovers, and SUVs, with an integrated Wheel Visualizer to preview wheels on the customer's vehicle.
• Tire & Wheel Packages Pre-mounted and balanced tire-and-wheel combinations delivered installation-ready, with all necessary hardware and free Hunter Road Force precision balancing included.
• Winter / Snow Tire & Wheel Packages Seasonal tire-and-wheel packages optimized for winter driving, typically pairing winter-specific tires with steel wheels to protect the vehicle's OE or summer wheels from salt and corrosion.
• Brakes Brake components including pads, rotors, calipers, big brake kits, brake lines, brake fluid, and brake wear sensors from brands such as Hawk, Brembo, StopTech, and Powerstop.
• Suspension Vehicle suspension components including suspension kits, alignment kits, coil-over kits, lift/leveling kits, shocks/struts, springs, and anti-roll bars from Bilstein, Eibach, KW, and FOX.
• TPMS (Tire Pressure Monitoring Systems) Tire pressure sensors, aftermarket TPMS systems, and TPMS accessories from Schrader, ATEQ, and Autel for monitoring tire pressure.
• Lug Nuts & Wheel Locks Wheel hardware including lug nuts, wheel locks, lug bolts, and replacement lug nut keys from McGard and Gorilla brands.
• Lighting Automotive lighting including headlight bulbs, fog lights, auxiliary lighting kits, and accessory bulbs from Philips and PIAA.
• Engine Tuning Performance enhancement products including power programmers, engine tuners, air intake systems, and calibration kits from Ford Performance.
• Wipers Windshield wiper blades and accessories from Bosch, PIAA, Valeo, and Trico with silicone and all-weather options.
• Exterior Accessories Vehicle protection and customization items including skid plates, bumper guards, rock sliders, mud flaps, and truck bed covers from ACCESS, LOMAX, and LP Aventure.
• Batteries & Chargers Car batteries, battery chargers, jump starters, and racing batteries from Braille, CTEK, Battery Tender, and related brands, including 12V/24V chargers and EV charging infrastructure from CTEK.
• Tire Storage & Garage Organization Tire storage racks, rolling tire storage racks, tire duffels, tire garage covers, and related organization products for garage storage.
• Tire Inflation Tire inflation accessories including compressor kits, portable inflators, and air pressure gauges from VIAIR, Battery Tender, Dill, and Intercomp.
• Tools Automotive tools including wheel bolt pattern gauges, torque wrenches, extendable power wrenches, socket sets, and LED work lights from Gorilla, Philips, and Steelman.
• Car Care & Exterior Exterior car care products including headlight restoration kits, windshield glass treatment, wheel ceramic coat defense, and tire cleaners from Konig and Vogue Tyre.
• Apparel Branded merchandise including Adidas polos, OGIO jackets, hats, and Under Armour apparel for men and women.
• Gift Certificates Digital and physical gift certificates available in denominations from $25 to $5,000, delivered via email or postal mail.
• Mobile Tire Installation At-home or on-site tire installation service where Tire Rack brings the installation to the customer, including a no-contact installation experience.
• Recommended Installer Network Network of over 10,000 independent Recommended Installers nationwide that meet Tire Rack standards and take the Price Pledge, providing local delivery and installation for Tire Rack customers.
• Road Hazard Protection Free two-year road hazard protection included with most tires, covering pothole damage and punctures from nails or glass, with roadside assistance included.
• Tire Rack Credit Card and Financing Consumer financing through the Tire Rack Credit Card (6-month promotional financing), Affirm pay-over-time, and manufacturer co-branded credit cards including Bridgestone, Continental, General Tire, and Goodyear.
• Tire Rack Wholesale (Dealer Quoting) B2B wholesale platform for automotive dealerships that uses UVeye AI-powered vehicle inspection to generate accurate tire quotes based on detected issues, initially rolled out with Subaru retailers.

Quantifiable outcome

• Free shipping on orders over $50 to home or 10,000+ installers
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• GRIDLIFEflagshipGTM or Marketing Partner · 16 April 2026Tire Rack named Official Tire Retailer for GRIDLIFE's 2026 festival tour season. Partnership covers competitions across Eibach GLTC, GLGT, RUSH Series, TrackBattle, and DRIFT. Tire Rack serves as exclusive source for Falken Azenis 660+ tires and redemption platform for over $125,000 in Toyo Tires contingency prizes for GLGT drivers. Tire Rack provides trackside mounting and balancing services at all event rounds from South Carolina to California.
• UVeyecoreTechnology or Integration · 13 January 2026UVeye integration with Tire Rack Wholesale connects AI-powered vehicle inspection platform with Tire Rack's live dealer quoting tools. Enables dealerships (starting with Subaru retailers) to quickly generate accurate tire quotes based on AI-detected issues, streamlining the tire sales process and enhancing speed, relevance, accuracy, and trust.
• Sebring International RacewayflagshipGTM or Marketing PartnerTire Rack is an official partner of the historic Sebring International Raceway, as well as co-sponsor of a new pedestrian bridge with Michelin to ensure race fans have the best view at every event including the Twelve Hours of Sebring.
• Grassroots MotorsportscoreGTM or Marketing PartnerTire Rack is the presenting sponsor of the Grassroots Motorsports $2000 Challenge, an annual automotive festival featuring low-budget race car competitions with autocross, drag racing, and concours-style judged show at Gainesville Raceway, Florida.
• Discount TireflagshipOthersDiscount Tire, the largest independent tire and wheel retailer in the United States (over 1,100 stores across 38 states, $9.7 billion revenue in 2024), acquired Tire Rack in December 2021. The acquisition enhanced Discount Tire's e-commerce capabilities and national fulfillment network.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Discount Tire / America's Tire: Discount Tire is Tire Rack's parent company and operates over 1,100 physical tire and wheel retail stores across 38 states under the Discount Tire and America's Tire brands. The two share category overlap in tire and wheel retail but Discount Tire leads in physical retail while Tire Rack leads in e-commerce.
• SimpleTire: SimpleTire is an online tire retailer that sells tires from multiple brands through an e-commerce platform with home delivery and installer network partnerships, directly competing with Tire Rack's online-to-installer model.
• TireBuyer: TireBuyer is an online tire retailer offering direct-to-consumer tire and wheel sales with installer network fulfillment, similar in model to Tire Rack. It is part of the American Tire Distributors ecosystem.

Broad incumbents

• Amazon (Tires category): Amazon sells tires across major brands through its marketplace with growing installer integration and same-day delivery options. It is a broad incumbent that competes with Tire Rack on selection, convenience, and price transparency.
• Costco Tire: Costco sells tires as part of its membership-based retail model with on-site installation at warehouse locations, offering competitive pricing to members and competing for value-oriented tire shoppers.
• Walmart Auto Care: Walmart sells tires online and offers installation through its Auto Care Centers, leveraging massive retail traffic and pricing power to compete in the consumer tire category against Tire Rack.

Emerging players

• Goodyear (DTC): Goodyear is investing in direct-to-consumer tire sales through goodyear.com and TBC Brands, with installation partnerships. As a major tire manufacturer pursuing DTC, it is an emerging threat and partial peer to Tire Rack's retail positioning.
• Bridgestone (DTC / Firestone): Bridgestone sells tires directly through bridgestonetire.com and operates Firestone Complete Auto Care centers. Its manufacturer-direct and service network overlaps with Tire Rack's installer-based model in select consumer segments.

Others

• TireHub: TireHub is a U.S. tire distribution joint venture between Goodyear and Bridgestone that supplies independent tire dealers and retailers. It is a supply-side peer to Tire Rack's Tire Rack Wholesale business serving dealerships.

Regional players

• NTB (National Tire & Battery): NTB is a U.S. tire and automotive service retailer owned by TBC Corporation, operating hundreds of stores focused on tire sales, installation, and undercar services. It is a regional-format physical competitor to Tire Rack's installer-served model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/tirerack
• YouTubeyoutube.com/user/thetirerack
• Facebookfacebook.com/tirerack
• LinkedInlinkedin.com/company/tire-rack
• Instagraminstagram.com/tirerack

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tire Rack