Butler Tires and Wheels

Name

Butler Tires and Wheels

Legal name

Butler Tires and Wheels

Website

https://butlertire.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Automotive Tire and Wheel Retail Services

NAICS

Tire Dealers (441340), Automotive Parts, Accessories, and Tire Retailers (4413), Automotive Parts and Accessories Retailers (441330)

SIC

Services-Automotive Repair, Services & Parking (7500)

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

• Tire retail services
• Aftermarket wheels
• Wheel installation
• Performance tires
• Automotive alignment

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tire Sales: Sale of new tires from major brands including Michelin, Toyo, Pirelli to individual consumers. One-time product sale with installation included or separate.
2. Wheel Sales: Sale of custom wheels from premium brands including HRE, Vossen, Forgiato, BBS, and many others. One-time product sale.
3. Installation and Service Labor: Service labor for wheel/tire installation, alignment, brake services, and other automotive services.
4. Road Hazard Program: Optional tire protection plan priced at 17% of retail tire price or minimum $14.50 per tire, covering damage up to 36 months or 3/32 inch tread.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Butler Tires and Wheels is an Atlanta-based tire and wheel retailer that sells aftermarket wheels and tires from premium brands (HRE, Forgiato, Vossen, Michelin, Toyo, Pirelli, etc.) and provides professional installation, wheel alignment, brake, suspension, and nitrogen inflation services. The company operates five retail locations across the Atlanta metropolitan area and also serves commercial truck and fleet customers.

Product overview

Butler Tires and Wheels is an Atlanta-based automotive retail and service company offering a comprehensive portfolio of tire and wheel products complemented by installation and maintenance services. The core product offering centers on two categories: (1) Premium aftermarket wheels from brands like HRE (including FlowForm lines FF04, FF10, FF11, FF15), Forgiato, Vossen, Lexani, Savini, TSW, and many others; and (2) Tires from Michelin, Toyo, Pirelli, Nexen, and Vredestein spanning passenger, light truck, SUV, and commercial applications. Additional product categories include off-road wheels and tires, brakes, aerodynamics/interior accessories, exhaust and suspension components, and Pedalbox performance pedal systems. Services include wheel and tire package assembly, on-the-car wheel balancing, 4-wheel alignment, shock/strut replacement, nitrogen tire inflation, brake services, and a dedicated commercial truck division. The company operates five Atlanta-area locations and offers nationwide shipping.

Differentiator

Problem solved

Functional benefit

Brands

• Butler Tire: Primary trade name used for Butler Tires and Wheels, the Atlanta-based tire and wheel retailer.

Products and services

• HRE Wheels Premium custom forged wheels including 1-piece, 2-piece, and 3-piece forged and cast flow formed wheels for high performance sports and luxury vehicles. The Butler in-stock HRE offering includes the FlowForm lines (FF04, FF10, FF11, FF15) as well as multiple S, P, RS, and other series.
• Tires Full range of tires from Michelin, Toyo, Pirelli, Nexen, and Vredestein brands for passenger cars, light trucks, SUVs, and commercial vehicles, spanning high performance, luxury touring, all-season, off-road, and competition categories.
• Aftermarket Wheels Extensive selection of aftermarket wheels from brands including Forgiato, Vossen, Lexani, Savini, TSW, Avant Garde, Beyern, Black Rhino, Cray, Mandrus, Redbourne, Vorsteiner, and others for cars, trucks, and SUVs.
• Off-Road Wheels, Tires and Accessories Specialized off-road wheel and tire packages including Mud-Terrain (MT) and All-Terrain (AT) tires with off-road specific wheel designs for trucks and SUVs.
• Brakes and Brake Components Brake products and components including brake pads, shoes, rotors, calipers, and complete brake system components, offered alongside brake service and caliper painting for custom appearance.
• Aerodynamics and Interior Accessories Performance aerodynamics components and interior accessories including spoilers, body kits, and custom interior upgrades for vehicles.
• Exhaust and Suspension Components Performance exhaust systems and suspension components including headers, cat-back systems, lowering springs, coilovers, and sway bars for vehicle performance upgrades.
• Pedalbox Performance Pedal System Performance pedal systems for enhanced driving feel and precision throttle control in performance vehicles.
• Wheel and Tire Packages Custom wheel and tire package assembly service combining selected wheels and tires up to 30 inch diameter, with proper fitment maintaining original vehicle specifications. Select Lexani packages start at $1,995.
• Hi-Speed On-the-Car Wheel Balancing High-speed dynamic wheel balancing service performed on the vehicle to ensure precise wheel weight placement and vibration-free rotation at highway speeds.
• 4 Wheel Alignment Four-wheel computerized alignment service to ensure proper wheel angles, tire wear patterns, and vehicle handling characteristics.
• Shocks and Struts Service Replacement and upgrade services for vehicle shocks and struts to restore ride comfort and handling performance.
• Nitrogen Tire Inflation Tire inflation service using nitrogen gas instead of compressed air to reduce pressure loss, minimize oxidation inside tires, and provide more stable tire pressure for improved fuel economy and tire life.
• Commercial Truck Division Specialized tire and wheel services for commercial trucks and fleet vehicles including heavy-duty applications and commercial load ratings.
• Brake Caliper Painting Custom brake caliper painting service to enhance vehicle appearance with colored caliper finishes.
• Wheel Specials Discounted wheel and tire package specials starting at $1,995 for select wheel brands, with worldwide shipping available on special order items.
• Road Hazard Protection Program Optional tire protection plan priced at 17% of the retail tire price or a minimum of $14.50 per tire, covering tire replacement down to 3/32 inch tread or up to 36 months.

Quantifiable outcome

• Wheel and tire packages available up to 30 inch diameter with proper fitment maintaining original vehicle specifications

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• HRE WheelscoreChannel Partner/ Reseller/ DistributorOfficial HRE Wheels Dealer in Atlanta, Georgia. HRE Wheels makes custom forged 1-piece, 2-piece, 3-piece forged and cast flow formed wheels for high performance sports and luxury vehicles. Butler carries complete HRE FlowForm line in-stock and ready to install.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tire Rack: Leading online distributor of tires and wheels with strong fitment tools and nationwide shipping. Directly competes for the same premium-wheel, enthusiast customer that Butler serves, especially in the custom/HRE/Vossen/Forgiato categories.
• Custom Offsets: Online retailer specializing in custom wheel and tire packages with fitment guarantees. Directly competes for Butler's enthusiast customer with broader SKU depth and home delivery, though lacks physical installation.
• Discount Tire (America's Tire): Largest U.S. tire and wheel retailer with 1,200+ stores nationwide. Most direct competitor to Butler in physical retail tire/wheel sales and installation, though it operates at vastly larger scale and lower price points.
• Tire Buyer: Online tire retailer with home/installer-network delivery model. Competes on tire pricing and convenience; less focused on premium custom wheels than Butler but still in the same replacement-purchase consideration set.

Broad incumbents

• NTB (National Tire & Battery): TBC Corporation-owned national tire and automotive service chain. Competes with Butler on tire replacement and basic installation in overlapping metro markets.
• Firestone Complete Auto Care: Bridgestone-owned national chain offering tires, alignments, brakes, and maintenance. Overlaps with Butler on tires, alignment, and brake services but does not specialize in the premium/custom wheel niche.
• Pep Boys: Multi-category automotive service and tire retailer with a long Atlanta-area footprint. Competes on tires, brakes, and alignment but does not target the custom-wheel/performance-enthusiast segment Butler specializes in.
• Goodyear Auto Service: National network of company-owned and franchised tire and automotive service centers backed by Goodyear's brand and tire inventory. Competes for routine tire replacement and basic service in the same Atlanta metro trade area.

Regional players

• Les Schwab Tire Centers: Privately held regional tire and wheel retailer dominant in the Western U.S. with ~500 stores. Highly comparable in operating model (private, multi-store, premium service emphasis) though geographically non-overlapping with Butler's Atlanta footprint.

Others

• HRE Performance Wheels: Butler's strategic supplier — premium forged and FlowForm wheel manufacturer. Adjacent ecosystem participant rather than competitor; Butler's authorized dealer relationship with HRE is core to its premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ButlerTire
• LinkedInlinkedin.com/company/butlertire

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 Butler Tires and Wheels