Tire Choice
Tire Choice operates 1,115+ automotive service and tire retail locations across 28 U.S. states under Monro, Inc., serving individual vehicle owners and commercial/government fleets with tires, oil changes, brakes, batteries, alignment, and general auto repair.
- Company typePublic
- Founded1957
- HeadquartersEstero, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingServices
What Tire Choice does
Tire Choice operates a national network of 1,115+ company-owned automotive service and tire retail locations across 28 U.S. states, anchored by 4,000+ certified technicians and a footprint of more than 60 years under Monro, Inc. (NASDAQ: MNRO). Core revenue is generated through transactional retail sales of tires from major brands (Goodyear, Michelin, Continental, Hankook, Yokohama, Cooper, Nexen, Pirelli), Valvoline-branded oil changes across three synthetic tiers, brake service packages (starting at $229.99), Duracell battery replacement, wheel alignment, exhaust/muffler repair, shocks/struts, A/C service, engine tune-ups, and scheduled maintenance. The proprietary ConfiDrive Performance Review, a 32-point multi-point inspection aligned to AMRA and MAP industry standards, is offered free with every visit and functions as both a service-quality differentiator and a customer-retention tool. A 30-day price guarantee on tires, lifetime warranties on certain parts, and appointment-free oil changes reinforce the consumer value proposition.
The business runs a hybrid go-to-market. The primary consumer motion is direct-to-consumer retail with walk-in and online appointment booking supported by website content, email, social media, and seasonal promotional campaigns. A parallel enterprise field-sales motion targets fleet management companies (Enterprise, Element, Holman, Merchants, BBL Fleet, EMKAY, Fleet Response), rental car operators (Hertz), local commercial fleets (6+ vehicles), and government accounts (including GSA), with a dedicated Strategic Accounts team offering standardized nationwide pricing. Digital channels include an online scheduling system, a mobile app with OCR-driven license plate scanning for vehicle identification, and a Tow To Auto Service roadside-assistance program that funnels stranded vehicles back into the store network. Exclusive supplier agreements with Valvoline (oil) and Duracell (batteries), combined with authorized-retailer status across the top five tire manufacturers, underpin cost-of-goods economics. Tire Choice is one of eight regional brands consolidated under Monro, Inc., including Mr. Tire, Tire Warehouse, Tire Barn, Allen Tire, Mountainview Tire and Auto Service, Car-X, and Ken Towery's Tire and Autocare, alongside a dedicated commercial fleet subsidiary.
Tire Choice firmographics
Firmographics- Name
- Tire Choice
- Legal name
- Monro, Inc.
- Website
- https://thetirechoice.com
- Company type
- Public
- Founded year
- 1957
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Tire Choice operates 1,115+ automotive service and tire retail locations across 28 U.S. states under Monro, Inc., serving individual vehicle owners and commercial/government fleets with tires, oil changes, brakes, batteries, alignment, and general auto repair.
- Ownership category
- akta.pro rank
Tire Choice industry classification
Industry- Product category
- Auto Repair and Tire Services
- NAICS
- Tire Dealers (44134), Tire Dealers (441340), Automotive Parts, Accessories, and Tire Retailers (4413), Specialized Automotive Repair (811114), All Other Automotive Repair and Maintenance (811198)
- SIC
- Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Retail Tire Sales & Installation (Consumer) (TLAKADAA)
- akta.pro secondary industries
- Wheel Services (Mount/Balance, Alignment, Rotation) (TLAKADAF), Tire, Wheel-End & Alignment Service (HD-Specific) (TLAKABAM)
Keywords
Where Tire Choice is headquartered
LocationHeadquarters
- HQ city
- Estero
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Tire Choice business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Retail Auto Services: One-time and recurring auto repair and maintenance services including oil changes, brake repairs, tire sales and installation, battery replacement, wheel alignment, muffler/exhaust services, and scheduled maintenance. Revenue generated per transaction with prices varying by service type and vehicle.
- Tire Sales: Sale of tires from major brands including Goodyear, Michelin, Continental, Hankook, Yokohama, Cooper, Nexen, and Pirelli. Tire installation includes mounting, balancing, TPMS inspection, and alignment check. Over 3 million tires installed annually.
- Fleet Services: B2B automotive maintenance and repair contracts for fleet management companies, local fleets (6+ vehicles), government agencies, and rental car companies. Offers standardized pricing nationwide and handles end-to-end service management following company guidelines.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Brake Service 12K - Basic brake pad replacement with 12-month/12,000-mile warranty |
| Unit Pricing | Pay-as-you-go | Brake Service 24K - Enhanced brake package with 24-month/24,000-mile warranty, may qualify for special financing |
| Unit Pricing | Pay-as-you-go | Valvoline Daily Protection Synthetic Blend - Good tier oil change |
| Unit Pricing | Pay-as-you-go | Valvoline Synthetic Blend High Mileage - Better tier for vehicles over 75,000 miles |
| Unit Pricing | Pay-as-you-go | Valvoline Full Synthetic - Best tier with superior year-round protection |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Tire Choice product offering
Product offeringCore offering
Tire Choice sells and installs major-brand tires (Goodyear, Michelin, Continental, Hankook, Yokohama, Nexen, Cooper, Pirelli) and delivers full-service automotive maintenance and repair across more than 1,115 company-owned service locations in 28 U.S. states. Core service lines include Valvoline oil changes, brake repair and replacement, battery replacement (Duracell), wheel alignment, muffler/exhaust, shocks/struts, engine tune-ups, A/C service, fluid maintenance, and the proprietary free ConfiDrive 32-point inspection. The company also operates a B2B fleet services arm serving fleet management companies, government agencies, and rental car operators with standardized nationwide pricing.
Product overview
Tire Choice is a national auto service and tire retail chain operating as part of Monro, Inc. The company operates 1,150+ service locations across 28 states and offers a comprehensive suite of automotive maintenance and repair services. The core product portfolio centers on tire sales and installation (major brands including Goodyear, Michelin, Continental, Hankook, Yokohama, Nexen, Cooper, Pirelli) paired with full-service auto repair. Key service offerings include Valvoline oil changes (Daily Protection Synthetic Blend, High Mileage, and Full Synthetic grades), professional brake services (12K and 24K packages), battery replacement (Duracell), wheel alignment, exhaust/muffler repair, shocks/struts, engine tune-ups, A/C services, and fluid maintenance. The company differentiates through its proprietary ConfiDrive Performance Review (32-point free inspection), a 30-Day Price Guarantee on tires, and free courtesy inspection with every visit. Digital services include online appointment scheduling and a mobile app with license plate scanning capability. Fleet services support commercial accounts including fleet management companies, government agencies, and rental companies with nationwide standardized pricing.
Differentiator
Problem solved
Functional benefit
Products and services
- Tire Sales & Installation Sale and installation of major-brand tires including Goodyear, Michelin, Continental, Hankook, Yokohama, Nexen, Cooper, and Pirelli. Includes mounting, balancing, TPMS inspection, wheel torque, alignment check, and lifetime rotations. For individual vehicle owners and fleet accounts across the U.S.
- Valvoline Oil Change Oil change service using Valvoline motor oils in Daily Protection Synthetic Blend, High Mileage Synthetic Blend, and Full Synthetic grades. Includes multi-point inspection, tire rotation, and brake assessment. Available appointment-free during regular business hours. For individual vehicle owners.
- Brake Services Professional brake repair and replacement services including Brake Service 12K (12-month/12,000-mile warranty, packages starting at $229.99), Brake Service 24K (24-month/24,000-mile warranty), and Total Brake Package (pads, rotors, caliper, brake fluid exchange). Free brake system inspection included. For individual vehicle owners and fleet accounts.
- ConfiDrive Performance Review Free 32-point multi-point vehicle inspection following AMRA/MAP standards. Includes inspection of brakes, battery, fluids, steering, suspension, tires, and other systems with a written report. Offered free with every visit to drive service traffic and surface upsell opportunities.
- Duracell Battery Services Car battery replacement and testing services using Duracell batteries. Includes free battery testing, free installation, and up to 36-month free replacement warranty. For individual vehicle owners.
- Wheel Alignment Professional wheel alignment service to correct wheel angles, improve handling, extend tire life, and enhance fuel efficiency. Includes free alignment check. For individual vehicle owners and fleet accounts.
- Muffler & Exhaust Services Exhaust system inspection, repair, and replacement including mufflers and catalytic converters. Includes lifetime warranty on parts and 30-Day Price Guarantee. For individual vehicle owners.
- Shocks & Struts Replacement Shock absorber and strut replacement services to maintain ride control and safety. Includes lifetime warranty on parts and ASE-certified technician inspection. For individual vehicle owners.
- Engine Tune-Up Comprehensive engine maintenance including spark plug replacement, fuel system service, air filter replacement, ignition timing adjustment, and emission control inspection. For individual vehicle owners.
- Wiper Blade Replacement Professional windshield wiper blade replacement using beam blade designs with infinite pressure points for uniform contact and clear visibility in all-weather conditions. For individual vehicle owners.
- Automotive Fluids Service Fluid maintenance including coolant flush, transmission fluid replacement, power steering fluid service, and brake fluid exchange to extend vehicle life and ensure proper operation. For individual vehicle owners.
- A/C System Services Air conditioning system inspection and repair including compressor, evaporator, condenser, and dryer component service using certified technicians and state-of-the-art diagnostic tools. For individual vehicle owners.
- Tow To Auto Service (Roadside Assistance) Roadside assistance and towing services including flat tire repair, battery jump/replacement, lockout assistance, fuel delivery, winch-out, and vehicle towing to nearest Monro location. Contact: (855) 869-6667. For individual vehicle owners.
- Scheduled Maintenance Manufacturer-recommended maintenance services following MAP Standards of Service. Includes service reminders, free maintenance printouts, and maintenance schedule tracking for warranty compliance. For individual vehicle owners.
- Fleet Services Comprehensive fleet management services for commercial vehicles including fleet management companies, local fleets (6+ vehicles), government fleets, and tire manufacturer national accounts. Services include priority scheduling and standardized pricing nationwide. Contact: 585-784-3368 or [email protected]. For commercial buyers.
- Oil, Engine & Cabin Air Filters Replacement filter services for oil filters, engine air filters, and cabin air filters using OEM-specification filters for most vehicle makes and models. For individual vehicle owners.
Quantifiable outcome
- 3 million+ tires installed annually
- +2 more outcomes
Companies that use Tire Choice
Customer profileNamed customers12 records
Segments5 records
Ideal customer profiles5 records
Tire Choice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
Tire Choice partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- Enterprise Fleet ManagementcorePreferred full-service partner providing comprehensive automotive maintenance and tire services across Enterprise's fleet operations nationwide. Monro manages the end-to-end service process following Enterprise's guidelines.
- HertzcorePreferred automotive maintenance supplier for Hertz rental car national accounts. Services tens of thousands of rental cars annually at airport and local market locations.
- BBL FleetcoreFleet management company partnership providing automotive maintenance and repair services for BBL Fleet vehicles.
- CarAdviseminorFleet services partner connecting CarAdvise customers with Monro's automotive maintenance network.
- ElementcoreFleet management company partnership for automotive maintenance services across Element's fleet vehicles.
- EMKAYcoreFleet services partnership providing automotive maintenance and repair for EMKAY fleet accounts.
- Fleet ResponsecoreFleet management company partnership providing automotive maintenance services for Fleet Response managed fleets.
- GSA (General Services Administration)coreAuthorized service provider for federal government fleet vehicles. Can honor government contracted pricing through major tire manufacturers.
- HolmancoreFleet management company partnership providing automotive maintenance services for Holman fleet vehicles.
- Merchants FleetcoreFleet services partnership providing automotive maintenance and repair for Merchants Fleet operations.
- GoodyearcoreAuthorized retailer of Goodyear, Michelin/BFGoodrich, Continental, Hankook, and Yokohama tires. Partners through national account programs to service fleet automotive and tire needs.
- Michelin/BFGoodrichcoreAuthorized retailer of Michelin and BFGoodrich tires through national account programs for fleet services.
- ContinentalcoreAuthorized Continental tire retailer through national account programs for fleet automotive and tire services.
- HankookcoreAuthorized Hankook tire retailer through national account programs for fleet services.
- YokohamacoreAuthorized Yokohama tire retailer through national account programs for fleet automotive needs.
- ValvolinecoreExclusive oil supplier partnership providing Valvoline Daily Protection, Synthetic Blend High Mileage, and Full Synthetic motor oils. Co-marketing includes $10 rebate promotions and Valvoline Global promotional campaigns.
- DuracellcoreExclusive battery supplier providing Duracell car batteries with free installation and up to 36-month replacement warranty.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Tire Choice competitors and assessment
Company assessmentDirect peers
- Discount Tire / America's Tire: One of the largest independent tire retailers in the U.S. with over 1,100 stores; directly comparable to Tire Choice in core tire sales/installation and growing auto service offerings, with similar scale and geographic spread.
- Bridgestone Retail Operations (Firestone Complete Auto Care): Operates ~2,200 company-owned Firestone Complete Auto Care stores offering tires, alignment, brakes, and full auto service—directly competing head-to-head with Tire Choice on the same consumer value proposition.
- Pep Boys: National auto service and tire retail chain offering tires, oil changes, brakes, alignment, and general repair; directly comparable service mix and customer demographic to Tire Choice.
- Midas International: Specialty auto service franchise network focused on brakes, tires, exhaust, and maintenance with ~2,000 U.S. locations; comparable service portfolio and customer base to Tire Choice.
- Jiffy Lube (Shell): ~2,000 franchise locations specializing in oil change, fluid services, and minor maintenance; directly comparable walk-in service model with Tire Choice's no-appointment oil change offering.
- Meineke Car Care Centers: Franchise auto service chain offering tires, brakes, exhaust, oil changes, and general repair; comparable service mix and customer demographic to Tire Choice with overlapping geographic presence.
- Big O Tires: Franchise tire and auto service retailer with ~450 locations across the western/midwestern U.S.; directly comparable tire-centric service offering and customer base.
Broad incumbents
- Goodyear Tire & Rubber Company (Retail): Tire manufacturer with significant company-owned retail/service network plus authorized dealer program; competes with Tire Choice both as a supplier and as a retail service operator at greater scale.
- Valvoline Inc. Operates Valvoline Instant Oil Change (~1,800 locations) and is Tire Choice's exclusive oil supplier; broader incumbent in the quick-lube segment that competes for service revenue while partnering on product supply.
- Costco Wholesale (Tire & Auto Center): Operates tire sales and installation centers within Costco warehouses; competing tire retailer that pressures Tire Choice's pricing on comparable SKUs and forces the 30-day price match policy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights7 records
Customer concentration
Tire Choice social profiles
Digital presenceTire Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tire Choice leadership team
Management profileNumber of profiles
Tire Choice subsidiaries and ownership
Company hierarchySubsidiaries8 records
Tire Choice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tire Choice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tire Choice
What does Tire Choice do?
Tire Choice sells and installs major-brand tires (Goodyear, Michelin, Continental, Hankook, Yokohama, Nexen, Cooper, Pirelli) and delivers full-service automotive maintenance and repair across more than 1,115 company-owned service locations in 28 U.S. states. Core service lines include Valvoline oil changes, brake repair and replacement, battery replacement (Duracell), wheel alignment, muffler/exhaust, shocks/struts, engine tune-ups, A/C service, fluid maintenance, and the proprietary free ConfiDrive 32-point inspection. The company also operates a B2B fleet services arm serving fleet management companies, government agencies, and rental car operators with standardized nationwide pricing.
Is Tire Choice a public or private company?
Tire Choice is a public company. It is classified as public and is currently operating.
When was Tire Choice founded?
Tire Choice was founded in 1957. It employs 5,001 to 10,000 people.
Where is Tire Choice based?
Tire Choice is headquartered in Estero, United States, in the North America region.
How does Tire Choice make money?
Three revenue lines are on record. Retail Auto Services are the primary driver. The others are tire Sales and fleet Services.
Who are Tire Choice's main competitors?
Direct peers on record are Discount Tire / America's Tire, Bridgestone Retail Operations (Firestone Complete Auto Care), Pep Boys, Midas International, Jiffy Lube (Shell), Meineke Car Care Centers and Big O Tires. Broad incumbents are Goodyear Tire & Rubber Company (Retail), Valvoline Inc. and Costco Wholesale (Tire & Auto Center).
Does Tire Choice have an API?
No public API is recorded for Tire Choice.
What industry is Tire Choice in?
Tire Choice's product category is Auto Repair and Tire Services. Its primary akta.pro industry code is TLAKADAA, Retail Tire Sales & Installation (Consumer), with a secondary code of TLAKADAF, Wheel Services (Mount/Balance, Alignment, Rotation). Its NAICS code is 44134 and its SIC code is 7500.