What Tireco does

Tireco, Inc. is a privately held wholesale distributor and marketer of private-brand tires and wheels, founded in 1972 in Torrance, California as K.H.H. Enterprises and rebranded to its current name in 2000. The company distributes ten product brands — seven tire brands (Milestar, WestLake, Nankang, Celimo, TracGard, Freestar, Nanco) and three wheel brands (Forte, SenDel, SenDel Towable) — covering passenger, high-performance, ultra-high-performance, light truck, commercial medium truck, trailer, UTV/side-by-side, and specialty (ATV, agricultural, golf cart, lawn and garden, industrial) applications. Tireco's underlying technology is concentrated in proprietary tire-engineering features such as MILETECH 3-Ply sidewall construction, silica-enriched cut-and-chip-resistant tread compounds, and variable pitch tread patterns, primarily within the Milestar Patagonia off-road family.

The company makes money by selling its branded products at wholesale to a network of independent tire dealers and automotive service centers across North America (USA, Canada, and Mexico), with fulfillment supported by the Tireco Distributors warehouse network spanning 30+ locations and over 1.6 million square feet. Its go-to-market combines direct dealer sales, annual SEMA Show presence, and motorsport sponsorships (King of the Hammers, W.E. Rock, Baja 1000) that serve as both product validation and top-of-funnel brand demand. Warranty programs — including up to 55,000-mile mileage warranties on Patagonia A/T PRO and 40,000-mile on Westlake PCR/LT, plus a 30-day ride guarantee and 12-month road hazard program on select Milestar SKUs — are layered on to support dealer sell-through. Leadership consists of founder and Chairman Robert W. Liu and President and CEO Justin Liu, with Andrew Hoit serving as Vice President of Sales and Marketing.

Name

Tireco

Legal name

Tireco, Inc.

Website

https://tireco.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

251–500 employees

Short description

Tireco, Inc. is a privately held, Gardena, California-based wholesale distributor of private-brand tires and wheels, operating 7 tire brands and 3 wheel brands through a 30+ warehouse network serving independent dealers across North America.

Ownership category

akta.pro rank

Product category

Tire Distribution

NAICS

Tire and Tube Merchant Wholesalers (423130)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Tire Distribution & Wholesale (Regional/Local Supply) (TLAKADAH)

akta.pro secondary industries

Tires, Wheels & Retread Supply Distribution (TLAKAOAD), Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR) (TLAKADAB)

Keywords

• Tire distribution
• Private brand tires
• Automotive wheels
• Wholesale tires
• Off-road tires

Headquarters

HQ city

Gardena

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tire Distribution: Wholesale distribution of private brand tires to dealers across North America. Products include passenger, high performance, ultra-high performance, light truck, and commercial medium truck tires under multiple brands including Milestar, WestLake, Nankang, TracGard, Freestar, and Nanco.
2. Wheel Distribution: Distribution of aluminum and custom wheels under Forte and SenDel brands for passenger vehicles, trucks, and sport utility vehicles.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Tireco, Inc. markets and distributes private-brand tires and wheels across North America through a multi-brand portfolio (Milestar, WestLake, Nankang, Celimo, TracGard, Freestar, Nanco tires; Forte, SenDel, SenDel Towable wheels). Products span passenger, high performance, light truck, commercial medium truck, trailer, specialty, and aftermarket wheel applications, distributed wholesale through Tireco Distributors' nationwide warehouse network to independent dealers and service centers.

Product overview

Tireco, Inc. is one of North America's largest private brand marketers and distributors of tires and tire related products. Founded in 1972, the company operates a multi-brand portfolio consisting of tire sub-brands (Milestar, WestLake, Nankang, Celimo, TracGard, Freestar, Nanco) and wheel sub-brands (Forte, SenDel, SenDel Towable). The product portfolio covers consumer, commercial, specialty, and wheel applications. Milestar focuses on Passenger, High Performance, Ultra-High Performance, Light Truck, and Commercial Medium Radial Truck tires including specialized off-road lines (Patagonia M/T, SXT/SXS, A/T PRO, X/T, H/T). WestLake serves the value-oriented passenger, light truck, SUV, and CUV market. Nankang provides performance passenger and light truck tires. TracGard and Nanco address specialty applications including golf cart, ATV, agricultural, industrial, and lawn/garden. Freestar specializes in trailer tires. The wheel brands include Forte custom aluminum wheels in 17"-26" diameters, SenDel wheels for passenger vehicles, and SenDel Towable wheels for heavy-duty towing. Products are distributed through Tireco Distributors network across multiple U.S. warehouse locations.

Differentiator

Problem solved

Functional benefit

Brands

• Milestar Tires: High performance tires for Passenger, High Performance, Ultra-High Performance, Light Truck, and Commercial Medium Truck applications.
• WestLake Tires
• Nankang Tires
• Celimo Tires
• TracGard Tires
• Freestar Tires
• Nanco Tires
• Forte Wheels
• SenDel Wheels
• SenDel Towable

Products and services

• Milestar Tires Performance tire brand offering products in Passenger, High Performance, Ultra-High Performance, Light Truck, and Commercial Medium Radial Truck applications, including specialized off-road lines such as Patagonia M/T, SXT/SXS, A/T PRO, X/T, and H/T.
• WestLake Tires Value-oriented tire brand covering passenger, performance, light truck, SUV, and CUV applications, manufactured in state-of-the-art facilities and backed by mileage warranty programs (RP18, SA07, SU318, SL309, SL369).
• Nankang Tires Performance tire brand offering full range of Passenger Car and Light Truck tires with enhanced wet and dry traction, stability, and cornering performance, including the AT-5 Conqueror A/T all-terrain tire.
• Celimo Tires Tire brand distributed by Tireco with product details available on the dedicated Celimo Tire USA website.
• TracGard Tires Specialty tire brand for residential, commercial, light agriculture, and utility applications including Golf Cart, ATV, and Lawn and Garden tires designed to handle turf and on/off pavement use.
• Freestar Tires Trailer tire brand offering high-load capacity design for trailers, campers, and utility trailers, designed to carry heavy loads while being towed at a value price point.
• Nanco Tires Specialty tire brand for Industrial, Trailer, ATV, Agricultural, Golf Cart, and Lawn and Garden applications, built with durable compounds and robust materials for maximum efficiency on job sites, warehouses, and yards.
• Forte Wheels Custom aluminum wheel brand offering 17", 18", 20", 22", 24", and 26" diameter wheels for Passenger, Truck, and Sport Utility Vehicles in finishes including black mirror, black with red stripe, and chrome.
• SenDel Wheels Aluminum wheel brand with over four decades of experience producing wheels featuring cutting-edge design, uncompromising quality, and reliability at competitive prices for passenger vehicles.
• SenDel Towable Wheels Heavy-duty towable wheel brand designed for heavy towing capacity and high-speed applications, rigorously tested for optimal towing performance.
• Milestar Patagonia A/T PRO Tire Pro-grade all-terrain tire for light truck and SUV off-road enthusiasts with 3PMS severe snow rating and class-leading 19/32" tread depth, backed by 55,000 mile limited warranty.
• Milestar Patagonia M/T-02 Tire Maximum traction mud-terrain tire for off-road performance with balanced on-road manners, featuring MILETECH 3-Ply Sidewall construction and engineered for rock-crawling durability.
• Milestar Patagonia X/T Tire Extreme all-terrain tire delivering aggressive M/T looks with smooth, quiet on-road manners, featuring 3-Ply Sidewall, silica-infused cut/chip-resistant compound, and variable pitch tread pattern.
• Milestar Patagonia SXT/SXS UTV Tire UTV and Side-By-Side specific off-road tires designed for harsh desert and rock conditions, with belt packages and cut/chip-resistant tread compound for extreme use.
• Milestar MS932 XP+ Ultra High Performance Tire Ultra High Performance All-Season tire for sports cars and premium sedans with silica-infused rubber polymer, large outside shoulder blocks for cornering stability, and W speed rating.
• Milestar Patagonia H/T Tire Highway terrain tire for light truck and SUV applications within the Patagonia family of Milestar light truck tires.

Quantifiable outcome

• 55,000 mile limited warranty on Patagonia A/T Pro tires
• +3 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Hammerking ProductionscoreStrategic or Co-development Partner · 1 February 2023Milestar Tires partnership to be Official UTV Tire of King of the Hammers in 2023. Partnership includes factory-backed UTV teams, race contingency program, and Patagonia tires on all KOH support vehicles. Builds upon 2022 Modified Class win at King of the Hammers Every Man Challenge.
• Dan Fresh RacingminorGTM or Marketing Partner · 1 February 2023Partnership with veteran off-road racer Dan Fresh for UTV and Baja 1000 competition. Dan Fresh has won 4 Baja 1000s with 2 SCORE Championships. Racing partnership showcases Patagonia SXT tire durability in extreme desert conditions.
• Tread Lightly!coreStrategic or Co-development Partner · 27 July 2021Milestar Tires joins Tread Lightly! as an Official Partner. This nonprofit promotes responsible outdoor recreation through stewardship and educational programs. Partnership supports trail stewardship projects, recreation training, and educational campaigns to protect off-road trail access.
• Twisted Jeeps RentalsminorStrategic or Co-development Partner · 22 March 2018Partnership with Moab, Utah-based Twisted Jeeps Rentals provides off-road tour Jeeps equipped with Patagonia M/T tires and Sendel Wheels. Fleet support includes LT315/70R17 and 37X12.5R17LT tires with 3-Ply Sidewall for durability on Moab trails.

Scale indicators4 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• American Tire Distributors: Largest U.S. tire distributor serving independent dealers across the country with multi-brand private-label and franchise portfolios (including Hercules and Multi-Mile). Most directly comparable to Tireco in business model, channel, and product breadth.
• TireHub: U.S. wholesale tire distribution joint venture of Goodyear and Bridgestone, supplying a broad tire portfolio to dealers. Directly comparable as a multi-brand tire wholesaler serving the independent dealer channel.
• TBC Corporation: Operates Tire Kingdom, Midas, and NTB retail/service networks and is a major wholesale tire distributor with private-label brands. Comparable as a vertically integrated tire distributor with branded portfolio across retail and wholesale.
• Ralson Tire: Private-label tire marketer and distributor serving U.S. dealers across passenger, light truck, and specialty categories. Most directly comparable as a smaller-scope private-brand tire distributor with similar go-to-market model.

Broad incumbents

• Maxxis International: Global tire manufacturer with strong North American distribution in passenger, light truck, off-road, and specialty tires. Comparable product portfolio breadth and off-road focus, though Maxxis owns manufacturing whereas Tireco is a marketer/distributor.
• Toyo Tire U.S.A. Tire manufacturer with established U.S. distribution covering passenger, performance, light truck/SUV, and off-road categories. Comparable in product/market overlap, especially in light truck and enthusiast segments served by Milestar/WestLake.
• Nankang Rubber Tire: Taiwan-based tire manufacturer and a key supplier to Tireco. Comparable in product categories (passenger, light truck, performance) and overlapping U.S. distribution, though Nankang owns manufacturing and global brand presence.
• Falken Tire (Sumitomo Rubber North America): Tire manufacturer and brand of Sumitomo Rubber with significant North American distribution in passenger, light truck, and performance tires. Comparable product mix and channel approach through independent dealers.
• Yokohama Tire of North America: Tire manufacturer with established U.S. distribution covering passenger, performance, light truck, and commercial tires. Comparable in product range and dealer-channel distribution model.

Emerging players

• Simple Tire: Online-first tire retailer and distributor that aggregates inventory and ships direct to consumers/installers. Adjacent to Tireco's wholesale model but represents the channel-shift risk as tire purchasing moves toward e-commerce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Tireco