What Priority Tire does

Priority Tire is a privately held online tire retailer founded in 2004 and domiciled in Florida as Priority Tire LLC. The company operates a direct-to-consumer e-commerce platform selling new replacement tires for passenger vehicles, trucks, SUVs, crossovers, EVs, and specialty vehicles (trailers, ATVs/UTVs, motorcycles, golf carts, industrial, and classic cars). Its inventory spans 20M+ units across premium brands (Michelin, Continental, Goodyear, Bridgestone, Pirelli, Hankook) and budget/private label options, with 90-day returns, free shipping on all orders, and a best price guarantee. Distribution is supported by seven US warehouses across Pennsylvania, Texas, Florida (two), Illinois, North Carolina, and California, and a network of 25,000+ certified local and mobile installers that handle fitment for online orders.

The platform technology centers on a vehicle-specific tire finder (search by year/make/model) and size-based filter, complemented by DOT tire registration automation and integration with four buy-now-pay-later providers (PayPal, Affirm, Venmo, Klarna). Revenue is generated from one-time tire sales at an average order value above $400, accessory sales (TPMS sensors, inflators, jump starters, vacuums), a 5% dealer discount program for verified B2B accounts, and an affiliate program offering up to 7% commission. A free membership tier offers up to 50% off exclusive deals and 48-hour early access to promotions. Marketing relies on SEO (vehicle and tire-size landing pages), content marketing, email, affiliate partnerships, and a growing motorsports sponsorship portfolio (NASCAR Xfinity 2025, NASCAR Truck and McLaren Trophy 2026, University of Miami Athletics).

Priority Tire has served 8M+ customers over 20+ years and holds a Shopper Approved rating of 4.8/5 across 286,255 reviews, a Google rating of 4.6/5 across 73,600 reviews, and a BBB A rating. It has appeared on Inc. Regionals for three consecutive years (2024-2026) and was named a USA TODAY Best Online Shop 2026. The company is bootstrapped (no disclosed funding rounds), operates without a parent company, and does not disclose management team or headcount.

Name

Priority Tire

Legal name

Priority Tire LLC

Website

https://prioritytire.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Priority Tire is a US online retailer selling 20M+ replacement tires from premium and budget brands via a direct-to-consumer e-commerce platform, complemented by accessory sales, B2B dealer and affiliate programs, and a 25,000+ certified installer network for fitment.

Ownership category

akta.pro rank

Product category

Online Tire Retail

NAICS

Tire Dealers (44134), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industries

Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH), Mobile Tire Service & Emergency Roadside (On-Site) (TLAKADAC)

Keywords

• Online tire retail
• Replacement tires
• Tire installation services
• Automotive tires ecommerce
• Tire delivery nationwide

Headquarters

HQ city

Allentown

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Tire Sales: Direct online sales of new tires to consumers and dealers. Customers purchase tires at listed unit prices with free shipping. Average order value exceeds $400. The company sells tires from multiple manufacturers including Michelin, Continental, Goodyear, Bridgestone, and budget brands.
2. Accessories Sales: Sale of tire-related accessories including TPMS sensors, air pumps, tire bags, jump starters, and car vacuums. Accessories include brands like Hamaton and Organically Driven.
3. Dealer Program: Verified dealer accounts receive 5% discount on all orders. Dealers include tire shops, mechanics, and automotive businesses.
4. Affiliate Program: Affiliates earn up to 7% commission on valid sales referred through promotional links and banners.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Priority Tire is an online retailer that sells new replacement tires from multiple top-tier and budget brands (Michelin, Continental, Pirelli, Goodyear, Bridgestone, Hankook, Cooper, Falken, Nitto, Mickey Thompson, and others) directly to individual consumers and dealer accounts. The platform pairs online tire purchasing with free shipping, financing options, and a nationwide network of 5,000+ certified local and mobile installers for professional mounting. The company also sells tire-related accessories including TPMS sensors, air pumps, jump starters, and tire bags, and operates membership, dealer, and affiliate programs.

Product overview

Priority Tire is an online tire retailer operating as a single unified e-commerce platform. The core product is new replacement tires for all vehicle types, supported by an accessories catalog (TPMS sensors, air pumps, tire bags, jump starters), installer network services (local shop and mobile installation), and financing options (PayPal, Affirm, Venmo, Klarna). Additional programs include a free membership tier, B2B dealer and affiliate programs, and an installer certification program.

Differentiator

Problem solved

Functional benefit

Products and services

• New Replacement Tires New replacement tires for passenger vehicles, trucks, SUVs, light trucks, commercial trucks, trailers, RVs, EVs, classic cars, motorcycles, ATVs/UTVs, golf carts, tractors, lawn mowers, and industrial vehicles. Available from top-tier brands (Michelin, Continental, Pirelli, Goodyear, Bridgestone, Hankook, Cooper, Falken, Nitto, Mickey Thompson) and budget brands. Over 20 million tires in stock. Targets individual consumers, dealers, and specialty vehicle owners.
• Tire Accessories Supporting automotive products including TPMS sensors (Hamaton U-Pro Hybrid NFC), air pumps (Organically Driven InflatorMAX), tire bags, jump starters (Organically Driven Boost-R), and portable vacuums. Sold alongside tires to individual consumers and dealers.
• Certified Local Installer Network Service Professional tire mounting and installation service through a nationwide network of 5,000+ certified local tire shops and mechanics. Tires ship directly to the chosen installer for professional fitting. Targets individual consumers purchasing tires online.
• Mobile Tire Installation Service On-site tire fitting service where certified mobile technicians arrive at the customer's home or office location for tire installation. Targets individual consumers preferring installation at their location.
• Priority Tire Affiliate Program Partnership program allowing affiliates to earn up to 7% commission on valid tire sales referred through promotional links and banners. Includes 24/7 reporting dashboard and promotional materials. Average order value over $400. Targets affiliate marketers, content creators, and automotive publishers.
• Priority Tire Dealer Program Verified dealer account program offering 5% discount on all tire orders for qualified tire dealers, mechanics, and automotive businesses. Account verification completed within 48 hours. Targets tire shops, auto repair businesses, and mechanics purchasing for resale and installation.

Quantifiable outcome

• Free shipping on all orders
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered flagship, regional and core.

• SS-GreenLight Racing (NASCAR Xfinity Series)flagshipGTM or Marketing Partner · 1 January 20252025 sponsorship of the #07 SS-GreenLight Racing team in the NASCAR Xfinity Series. Primary car sponsorship for brand exposure in motorsports.
• University of Miami Hurricanes AthleticsregionalGTM or Marketing Partner · 1 January 20252025 official partner sponsorship of Miami Hurricanes athletics program. Provides brand visibility to university sports audience.
• PayPalcoreTechnology or IntegrationFinancing integration partner allowing customers to pay for tires using PayPal with 6-month financing options. PayPal is used as a buy-now-pay-later option at checkout.
• AffirmcoreTechnology or IntegrationFinancing partner providing installment payment options. Customers can split tire purchases into monthly payments with Affirm's financing solutions.
• VenmocoreTechnology or IntegrationFinancing integration partner offering Venmo as a payment option at checkout for tire purchases with flexible payment plans.
• KlarnacoreTechnology or IntegrationFinancing partner integrated at checkout allowing customers to pay for tires in installments through Klarna's payment platform.
• Tommy Pintos (McLaren Trophy America)flagshipGTM or Marketing Partner2026 racing sponsorship of Tommy Pintos in the McLaren Trophy America series. Part of Priority Tire's motorsports marketing and road safety advocacy campaign.
• Frankie Muniz (NASCAR Truck Series)flagshipGTM or Marketing Partner2026 sponsorship of Frankie Muniz NASCAR Truck Series driver and actor. Partnership to champion road safety awareness while building brand visibility through motorsports.
• 5,000+ Certified Local InstallerscoreChannel Partner/ Reseller/ DistributorNetwork of independent tire shops and automotive businesses providing professional tire installation services for Priority Tire customers. Installers receive tire shipments and perform installation for customers.
• Mobile InstallerscoreChannel Partner/ Reseller/ DistributorIndependent mobile tire installation technicians who travel to customer locations for on-site tire fitting. Certified through Priority Tire's installer program.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Pep Boys: National automotive service and tire retailer (owned by Bridgestone Americas) with both retail locations and online tire ordering. Competes with Priority Tire across consumer tire sales while offering installation in its own service bays, representing a vertically integrated alternative to Priority's installer network model.
• Amazon (Tires category): Major e-commerce platform with an expanding automotive/tire category that competes on selection breadth, Prime shipping, and customer trust. While not a tire specialist, Amazon's logistics scale and pricing pressure represent a structural competitive threat to dedicated online tire retailers like Priority Tire.
• Goodyear.com (Goodyear Tire & Rubber Company): Major tire manufacturer with growing direct-to-consumer online sales channel. Competes with Priority Tire by selling its own brand directly, bypassing retailers. Represents both a supplier and an emerging competitor, with the scale and brand power of a Fortune 500 manufacturer.
• Big O Tires: Franchise-based tire and auto service retailer with both physical locations and online tire sales. Comparable to Priority Tire on consumer tire e-commerce and installation, with the addition of a national franchise footprint for walk-in customers.
• Michelin USA: Premium tire manufacturer with direct-to-consumer online channel. While primarily a supplier to Priority Tire, Michelin's owned retail and online channels create disintermediation risk. As one of Priority Tire's highest-volume brands, Michelin represents both supply dependency and competitive overlap.
• Walmart (Tires): Mass retailer with online and in-store tire sales across thousands of locations. Offers price-competitive tires with installation at Walmart Auto Care Centers, competing with Priority Tire on price-sensitive consumers and convenience-driven installation.

Direct peers

• Discount Tire Direct: Online arm of Discount Tire/America's Tire, the largest US tire retailer by store count. Competes directly with Priority Tire on e-commerce tire sales while offering the largest physical installer footprint of any US tire retailer. Strong same-day installation convenience represents the primary competitive threat.
• Tire Rack: The largest US online tire retailer, offering vehicle-specific tire finders, distributor-direct shipping, and an extensive installer network. Direct competitor to Priority Tire across the same consumer e-commerce tire category, with overlapping brand portfolios (Michelin, Continental, Goodyear, Bridgestone) and similar AOVs. Acquired by Bridgestone Americas in 2023, giving it manufacturer-backed scale advantages.
• SimpleTire: Online tire marketplace aggregating inventory from multiple distributors and installers. Direct e-commerce competitor to Priority Tire with similar vehicle finder, multi-brand selection, and installer shipping model. Targets overlapping consumer segments with price-comparison positioning.

Regional players

• Costco Tire Center: Membership-based warehouse retailer with in-club tire centers selling premium and mid-tier brands with installation included. Competes with Priority Tire for value-oriented consumer tire buyers, leveraging Costco's trusted brand and bundled installation pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/prioritytire

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Priority Tire