Virginia Tire and Auto

What Virginia Tire and Auto does

Virginia Tire and Auto, operating under legal entity MSS, Inc., is a privately held, family-owned automotive maintenance, repair, and tire service retailer founded in 1976 in Fairfax, Virginia by Myron and Carole Boncarosky. The company operates 17-18 company-owned retail locations concentrated in Northern Virginia (Fairfax, Prince William, and Loudoun counties) with one outpost in Chesterfield/Richmond, and serves over 200,000 individual vehicle owners annually. Its offering is organized into three service categories — tire services (sales, rotation, alignment, TPMS, balancing), preventative maintenance (oil changes, Virginia safety and emissions inspections, batteries, scheduled service), and repair services (brakes, engine, transmission, steering/suspension, diagnostics, A/C, exhaust) — complemented by the MyCar Club loyalty program, the VTA Tire Collection, complimentary roadside assistance up to $200/year, and a nationwide warranty.

The underlying operating technology is conventional automotive service infrastructure (service bays, diagnostic equipment, tire mounting/balancing systems) rather than proprietary software; the company's principal internal investments are in workforce development, notably the T3 (Tysons Training & Technology Center) opened in 2022 and a Virginia-registered apprenticeship program, supported by 380+ cumulative ASE certifications across the technician base. There is no public-facing mobile app, API, or developer surface, and no disclosed AI/ML capability.

The business model is primarily per-transaction service revenue (oil changes, repairs, tire sales) with one regulated unit-priced line item ($20 per Virginia state inspection). Customer acquisition is direct-to-consumer through physical retail, supported by content marketing, community events with celebrity appearances (Mario Andretti, NFL players), school partnerships, and earned media. The company is led by Co-CEOs Julie and Mike Holmes (second-generation leadership since ~2014) and reported annual revenue of $62M as of 2023.

Name

Virginia Tire and Auto

Legal name

MSS, Inc.

Website

https://vatire.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

101–250 employees

Short description

Virginia Tire and Auto is a family-owned automotive maintenance, repair, and tire service retailer operating 17-18 company-owned locations across Northern Virginia and Richmond, serving over 200,000 individual vehicle owners annually with ASE-certified technicians.

Ownership category

akta.pro rank

Product category

Automotive Repair and Maintenance Services

NAICS

Tire Dealers (441340), General Automotive Repair (811111), Automotive Repair and Maintenance (8111)

SIC

Services-Automotive Repair, Services & Parking (7500), Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industries

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Wheel Services (Mount/Balance, Alignment, Rotation) (TLAKADAF)

Keywords

• Auto repair services
• Tire sales service
• Vehicle maintenance
• Automotive diagnostics
• Car care services

Headquarters

HQ city

Ashburn

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Automotive Service and Repair: Revenue from oil changes, brake services, engine repair, transmission, steering, suspension, and other repair services. One-time service transactions with per-job pricing.
2. Tire Sales: Sales of tires from top brands with 110% tire price guarantee. One-time product sales plus installation services.
3. State Inspections: Virginia Safety and Emissions Inspections at regulated pricing ($20 per inspection as of 2019).
4. Preventative Maintenance: Scheduled maintenance services including battery replacement, belt/hose service, wiper blade replacement, and fluid services.
5. Loyalty Program: MyCar Club membership program offering discounts and savings to members, driving repeat customer revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Virginia Tire & Auto provides comprehensive automotive maintenance, repair, and tire services across 18 retail locations in Northern Virginia and the Richmond area. Core offerings include tire sales and installation, oil changes, brake services, engine and transmission repair, Virginia safety and emissions inspections, scheduled preventative maintenance, and vehicle diagnostics. Services are delivered by ASE-certified technicians and targeted at individual vehicle owners.

Product overview

Virginia Tire & Auto is a single-brand automotive service company offering a comprehensive suite of maintenance, repair, and tire services under one unified brand. The core offering consists of three main service categories: Tire Services (shop tires, alignments, tire repair, rotation, TPMS, wheel balancing), Preventative Maintenance (oil changes, VA safety/emissions inspections, batteries, scheduled maintenance), and Repair Services (vehicle diagnostics, brakes, engine repair, transmission, steering/suspension, exhaust, fuel system, A/C & heating). The company differentiates through the MyCar Club loyalty program offering member-exclusive discounts, the VTA Tire Collection curated tire selection, and its T3 (Tysons Training & Technology Center) technician training facility. All services come with complimentary roadside assistance up to $200 annually and are backed by a nationwide warranty. The company operates 18 retail locations across Virginia with state-of-the-art equipment and professional technicians holding over 380 ASE certifications.

Differentiator

Problem solved

Functional benefit

Brands

• MyCar Club: Loyalty program offering discounts and savings on brake services and other automotive maintenance.
• T3 (Tysons Training & Technology Center)

Products and services

• Tire Services Comprehensive tire services including shop tires (110% tire price guarantee), alignments, tire repair, tire rotation, TPMS services, and wheel balancing for personal vehicle owners.
• Oil Change Routine oil change service for all vehicle makes and models, including conventional, synthetic blend, and full synthetic options.
• Virginia Safety and Emissions Inspection State-mandated Virginia Safety and Emissions Inspection at the regulated price of $20 per vehicle (as of 2019).
• Brake Service and Repair Comprehensive brake service and repair including pad replacement, rotor resurfacing/replacement, caliper service, and brake fluid exchange, with MyCar Club members receiving up to $120 off.
• Vehicle Diagnostic Service Computerized vehicle diagnostic service to identify issues indicated by check engine lights and other vehicle warning systems across all makes and models.
• Engine Repair

Quantifiable outcome

• 380+ ASE certifications held by technicians
• +3 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Think Big For KidscoreStrategic or Co-development PartnerVirginia Tire & Auto is a partner with the Fairfax chapter of Think Big for Kids, a national non-profit mission to break the cycle of poverty among teens and young adults by preparing them to excel in today's workforce. VTA visits approximately 5 middle schools each year to showcase career opportunities in the automotive industry.
• Manassas City Public Schools (Women in Trades Lunch & Learn)coreStrategic or Co-development PartnerCo-CEO Julie Holmes is the primary sponsor of Manassas City Public Schools Women in Trades Lunch & Learn series. Monthly gatherings give female students chances to meet local company representatives about career opportunities in trade industries.
• Virginia Department of Labor and IndustrycoreStrategic or Co-development PartnerVirginia Tire & Auto's training program became certified as a registered apprenticeship program by the Virginia Department of Labor and Industry in December 2022, supporting students pursuing automotive technology careers.
• Shelter House, Inc.minorStrategic or Co-development PartnerVirginia Tire & Auto partners with Shelter House through its Wheels for Work program, providing pro bono automotive repair services to low-income families who need reliable transportation to get to and from work.
• Fairfax County Public SchoolscoreStrategic or Co-development PartnerVTA partners with Fairfax County Public Schools for an automotive internship program where interns spend 12 weeks learning all aspects of the business including sales, service writing, technician work, and Virginia State Safety Inspection program.
• Local Schools and Scout TroopsminorStrategic or Co-development PartnerVTA holds mini training sessions with auto tech classes from local schools, Girl Scout troops, and Boy Scout troops. These sessions provide hands-on general car lessons to help students prepare for driving and earn badges.
• Peterson CompaniescoreChannel Partner/ Reseller/ DistributorDeveloper partner for the Leesburg location. VTA's 18th store opened in The Shops at Russell Branch, a new shopping center development by Peterson Companies in Leesburg.
• FirestonecoreTechnology or IntegrationVirginia Tire & Auto is a Firestone dealer, hosting events like grand openings featuring Firestone representative Mario Andretti. Offers Firestone tires as part of product offering.
• BridgestonecoreTechnology or IntegrationMike Holmes served as advisor to Bridgestone. VTA's South Riding location received Five Star Certified Performance Retailer status from Bridgestone.
• Urgent.lyminorStrategic or Co-development PartnerMike Holmes served as advisor and investor to Urgent.ly, a global digital roadside assistance platform.

Scale indicators8 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Monro, Inc. Public multi-brand auto service and tire retailer (Monro Muffler/Brake, Mr. Tire, Tire Choice) operating ~1,300 stores across the U.S. Direct comparable in store-level tire and repair service offering, customer base (general consumer), and franchise/multi-brand operating model.
• Discount Tire: Largest U.S. independent tire retailer with over 1,100 locations nationwide. Comparable in tire-centric retail model, multi-brand assortment (Bridgestone, Goodyear, Firestone), and consumer focus, though with broader geographic footprint and tire-only positioning.
• Midas: Franchised auto repair chain (~2,000 shops) focused on brakes, exhaust, steering, suspension, and tires. Comparable in service mix, franchise-store operating model, and consumer customer base.
• Meineke Car Care Centers: Franchised full-service auto repair chain (~900+ locations) offering tires, brakes, oil changes, and general repair. Closely comparable in service-line breadth, customer demographic, and multi-store regional concentration strategy.
• Christian Brothers Automotive: Franchised auto repair chain with 200+ locations, family-/faith-oriented brand positioning, ASE-certified technicians, and clean facility standards. Comparable in service mix, customer experience differentiation, and family-business culture.
• Jiffy Lube: Largest U.S. quick-service oil change and light maintenance chain (~2,000 franchised locations). Comparable in preventative maintenance service category, customer convenience positioning, and franchise/store model.
• Big O Tires: TBC Corporation-owned franchised tire and auto service chain (~450+ U.S. locations) focused on tires, alignments, brakes, and suspension. Closely comparable in store-level service mix and franchise operating model.

Broad incumbents

• Pep Boys: National auto service and tire retail chain owned by Icahn Automotive Group. Comparable in full-service repair, tire retail, and state inspection offerings, but operates at significantly larger scale with national brand presence.
• Firestone Complete Auto Care: Bridgestone-owned national auto service chain (~2,200 U.S. locations) offering tires, alignments, brakes, and general repair. Directly comparable service mix; VTA already partners with Firestone as a dealer.
• Goodyear Auto Service: Goodyear-owned national auto service network (~600 U.S. locations) offering tires, alignments, and general repair. VTA's Co-CEO has advised Goodyear and VTA sales associates complete Goodyear Performance Tire Specialist training.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/VirginiaTireAndAuto
• Facebookfacebook.com/vatireandauto
• Instagraminstagram.com/VATireandAuto
• Xx.com/virginiatire
• LinkedInlinkedin.com/company/virginia-tire-and-auto

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Virginia Tire and Auto