Auto Select
Auto Select is a privately held Wisconsin automotive repair and tire service operator running 12 owned service centers across the state, serving individual consumers and commercial fleets with ASE-certified technicians, NAPA AutoCare and AAA affiliations, and a 36-month/36,000-mile nationwide warranty.
- Company typePrivate
- Founded2000
- HeadquartersAppleton, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Auto Select does
Auto Select is a privately held, multi-location automotive repair and tire service company headquartered in Weston, Wisconsin. Founded on November 13, 2000 by Mike and Roxanne Molitor, the company has grown from 5 leased former All-Car locations to 12 owned service centers across Wisconsin (Weston/Wausau, Green Bay, Appleton, Neenah, Hortonville, Shawano, and Stevens Point), serving individual consumers and commercial fleet operators with general automotive repair, brakes, oil changes, transmission service, engine diagnostics, and tire retail. All technicians are ASE-certified, 10 of 12 locations are AAA Approved Auto Repair facilities, the network is a NAPA AutoCare Center with a 36-month/36,000-mile nationwide warranty, and the company reports 7,862+ five-star reviews.
The core product set spans 16+ service categories (brakes, A/C and heating, cooling systems, engine diagnostics, four-wheel drive service, fuel systems, exhaust, safety systems, starting/charging/electrical, steering and suspension, timing belts, transmission repair, wheel alignment, factory-recommended maintenance, oil changes, and tire sales) plus fleet vehicle maintenance, an Oil Change Coupon Book ($119.95 for 4) and punch tag program (buy 5, get 6th free) at Express locations. The underlying technology stack is conventional: dealership-grade scan tools, UV dye leak detection, pressure testing, a TireConnect-powered online tire and wheel selector with in-store fulfillment, and an online appointment booking flow. A discontinued mobile app has been replaced by mobile web, text, phone, and email.
Auto Select generates revenue through four primary streams: automotive repair and service labor (professional services), parts and tire/wheel sales (hardware sales), a Customer Care Program earning 3% rewards on purchases (subscription/recurring), and a CFNA/Bridgestone financing program offering 6-month deferred interest (transaction fee). GTM is direct-to-consumer across all 12 walk-in retail locations, supplemented by direct fleet sales to commercial operators and a TireConnect-enabled online tire storefront with in-store fulfillment. Customer acquisition is driven by local community presence, word-of-mouth, a $25 referral rewards program, sponsored community events, content marketing, email newsletters, and SEO-optimized location pages; pricing is largely quote-based with transparent oil change and tire promotions. In 2024, the founders transitioned ownership to six long-tenured shop owners, formalizing a multi-owner operating structure under a single Wisconsin brand.
Auto Select firmographics
Firmographics- Name
- Auto Select
- Legal name
- Auto Select
- Website
- https://autoselectonline.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Auto Select is a privately held Wisconsin automotive repair and tire service operator running 12 owned service centers across the state, serving individual consumers and commercial fleets with ASE-certified technicians, NAPA AutoCare and AAA affiliations, and a 36-month/36,000-mile nationwide warranty.
- Ownership category
- akta.pro rank
Auto Select industry classification
Industry- Product category
- Automotive Repair Services
- NAICS
- Tire Dealers (441340), Automotive Oil Change and Lubrication Shops (811191)
- SIC
- Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- General Automotive Repair & Maintenance (TLAKAAAA)
- akta.pro secondary industries
- Preventive Maintenance & Inspections (Oil, Fluids, Tune-Ups) (TLAKAAAB), Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Brakes, Steering & Suspension Services (TLAKAAAC)
Keywords
Where Auto Select is headquartered
LocationHeadquarters
- HQ city
- Appleton
- HQ country
- United States
- HQ region
- North America
Offices12 records
Markets served
Auto Select business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Automotive Repair and Service Labor: Revenue generated from charging customers for repair and service labor across all 12 locations, including oil changes, brake repair, engine diagnostics, transmission service, and more. Labor is priced per service with warranty-backed work.
- Parts Sales: Revenue from selling replacement parts including batteries, filters, brake pads, and other components as part of repair services.
- Tire and Wheel Retail: Revenue from tire and wheel sales as a full-service Firestone/Bridgestone-affiliated tire retailer. Prices include mounting, balancing, rubber valve stems, installation, disposal of old tires, and free tire rotations every 6,000 miles when purchasing a set of 4 tires.
- Customer Care Rewards Program: Customers earn 3% reward dollars on every purchase. Rewards dollars can be used toward future purchases or donated to charity. Earns free oil changes every 6th visit at express locations.
- Financing Revenue: Partnership with CFNA (Credit Forgiveness Network of America) to offer Bridgestone credit card financing with 6-month deferred interest. Revenue facilitated through financing program participation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Oil Change Coupon Book: 4 standard oil changes for $119.95 |
| Unit Pricing | Pay-as-you-go | Oil Change Punch Tag: Buy 5, get 1 free |
| Subscription | Pay-as-you-go | Military Discount: 5% off repairs and service |
| Transaction based/ take rate | Pay-as-you-go | Bridgestone Credit Card Financing: 6-month deferred interest |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Auto Select product offering
Product offeringCore offering
Auto Select operates 12 retail auto repair and tire service centers across Wisconsin, delivering full-service automotive repair (brakes, engine diagnostics, transmission, A/C, steering and suspension, electrical, fuel, cooling, exhaust, and more), tire and wheel sales with online selector and in-store fulfillment, oil change services with 28-point inspection, and fleet vehicle maintenance. Services are performed by ASE-certified technicians and backed by a 36-month/36,000-mile nationwide NAPA AutoCare warranty, with AAA Approved Auto Repair status at 10 locations.
Product overview
Auto Select is a multi-location automotive repair and tire service company operating 12 locations across Wisconsin. The core offering combines full-service auto repair (16+ service categories including brakes, transmission, engine diagnostics, A/C, and tires) with tire sales featuring an online selector and Tire Protection Plan. Customer-facing programs include the Rewards Program (3% back on purchases), Express Lube oil change services with punch card pricing, automotive financing through Bridgestone/CFNA, fleet maintenance contracts, and gift/referral cards. All locations are NAPA AutoCare affiliated with ASE-certified technicians and a 36-month/36,000-mile nationwide warranty.
Differentiator
Problem solved
Functional benefit
Products and services
- Auto Repair Services Full-service automotive repair performed by ASE-certified technicians across 16+ service categories including air conditioning and heating, brakes, cooling systems, engine diagnostics, transmission repair, steering and suspension, starting/charging/electrical systems, fuel system, timing belts, exhaust, safety systems, and factory-recommended maintenance. Available at all 12 Wisconsin locations.
- Tire Sales and Service Full-service Firestone/Bridgestone-affiliated tire retail offering online tire selector with ship-to-location fulfillment, low price guarantee, mounting, balancing, installation, rubber valve stems, disposal of old tires, and free tire rotations every 6,000 miles when purchasing a set of 4 tires. Available at all 12 Wisconsin locations.
- Oil Change Services Oil change service including a 28-point maintenance and safety inspection covering battery, fluid levels, belts, hoses, wiper blades, and tire condition and pressure. Available via Oil Change Coupon Book ($119.95 for 4 standard oil changes) or punch tag program (buy 5 get 6th free at Appleton Express and Stevens Point Express locations).
- Fleet Vehicle Maintenance Fleet management and repair services for commercial vehicles including customized preventative maintenance schedules based on mileage and time, bumper-to-bumper inspections, diagnostic services, tire management, and NAPA AutoCare-backed 36-month/36,000-mile warranty coverage honored nationally for traveling fleets.
- Automotive Repair Financing Financing program offered in partnership with CFNA (Credit Forgiveness Network of America) via a Bridgestone credit card, providing 6-month deferred interest on purchases of $149 or more, low monthly payments, easy application process, and no annual fee for auto repairs and tires.
- Tire Protection Plan Road hazard warranty and maintenance plan for tires covering free alignment checks, free rotations every 6,000 miles, balancing, flat repairs, and prorated road hazard coverage at 10% of tire cost. Available as a separately purchased add-on with tire purchases.
- Auto Select Gift Cards Gift cards available in $25 increments, redeemable at any of the 12 Auto Select locations for repairs, maintenance, or tires, with optional mail delivery within 3 days.
Quantifiable outcome
- 3% reward dollars on all services and purchases, valid for 12 months
- +5 more outcomes
Companies that use Auto Select
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Auto Select technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Auto Select partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- BridgestonecoreAuto Select is a full-service, Bridgestone-affiliated tire retailer. They offer Bridgestone tires, run promotional Bridgestone campaigns (e.g., $100 off 4 all-terrain tires), and participate in the Bridgestone Reward Center for warranty claims.
- FirestonecoreAuto Select is a full-service Firestone/Bridgestone-affiliated tire retailer. They offer Firestone tires, participate in Firestone Reward Center for warranty claims, and run promotional campaigns for Firestone products.
- NAPA Auto Parts / NAPA AutoCarecoreAuto Select is a NAPA AutoCare Center, enabling them to provide the NAPA AutoCare Peace of Mind Warranty (36 months / 36,000 miles) honored nationally. The affiliation provides the benefits of an established national entity while maintaining the personal touch of a locally owned business.
- A&W TowingminorTowing partner for Auto Select Appleton East location. Phone: 920-734-6160.
- Bob's TowingminorTowing partner for Auto Select Appleton North location. Phone: 920-731-1519.
- The Detail ShopminorTowing partner for Auto Select Green Bay East location. Phone: 920-983-0883.
- Fox City's TowingminorTowing partner for Auto Select Neenah location.
- American Towing & RecoveryminorTowing partner for Auto Select Shawano location. Phone: 715-990-2869.
- Chris's TowingminorTowing partner for Auto Select Stevens Point East and Stevens Point South locations. Phone: 715-295-0004.
- NCAP TowingminorTowing partner for Auto Select Weston/Wausau location. Phone: 715-571-4948.
Scale indicators7 records
Recent moves9 records
Expansion highlights2 records
Auto Select competitors and assessment
Company assessmentDirect peers
- Midas: Midas is a franchised auto service chain focused on brakes, exhaust, steering, suspension, and tires. As a franchise-based competitor with overlapping service categories, it competes with Auto Select for the same walk-in repair and tire customer.
- Jiffy Lube: Jiffy Lube is the largest U.S. quick-service oil change and light maintenance chain. Auto Select's Express locations (no-appointment, drive-thru oil change) directly compete with Jiffy Lube for the same time-sensitive preventive maintenance customer.
- Goodyear Auto Service: Goodyear Auto Service is Goodyear's company-owned network combining tire sales with general automotive repair across U.S. retail locations. It competes head-to-head with Auto Select for tire-and-service customers and shares a similar multi-location retail service model.
- Firestone Complete Auto Care (Bridgestone Retail Operations): Firestone Complete Auto Care is the largest U.S. Bridgestone-affiliated full-service auto repair and tire retail chain. Like Auto Select, it sells Bridgestone/Firestone tires, performs general automotive repair, and offers nationwide warranty-backed service, making it the closest direct comparable for Auto Select's tire-and-repair bundle.
- Christian Brothers Automotive: Christian Brothers Automotive is a faith-based franchised full-service auto repair chain. It competes in the same general automotive repair space as Auto Select, with comparable ASE-certified technician credentials and warranty-backed work.
- Meineke Car Care Center: Meineke is a franchised multi-location auto repair chain offering brakes, exhaust, oil changes, and tires. Its independent-franchise operating model and general repair positioning are directly comparable to Auto Select's multi-owner structure and service breadth.
- Pep Boys: Pep Boys is a multi-location U.S. auto service chain offering tires, maintenance, and repair under one roof. Its bundled tire-plus-repair positioning mirrors Auto Select's core offering, and it operates in similar catchments as Auto Select's Wisconsin markets.
- Monro Auto Service and Tire: Monro is a publicly traded multi-brand auto service and tire retailer (Monro, Mr. Tire, Tire Kingdom) with a regional-store model very similar to Auto Select's. Comparable in service mix (brakes, tires, alignment, undercar), customer segments, and store-level economics.
- NTB (National Tire & Battery) / Tire Kingdom: NTB and Tire Kingdom are multi-location tire and automotive service retailers under Monro Inc. They bundle tire sales with undercar repair and align closely with Auto Select's tire-and-service retail model.
- AAMCO Transmissions & Total Car Care: AAMCO is a franchised transmission and total car care chain. Transmission service is one of Auto Select's explicit service categories, and AAMCO's franchise-driven multi-location footprint is comparable to Auto Select's multi-owner Wisconsin network.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Auto Select social profiles
Digital presenceAuto Select compliance and trust
Trust signalCompliance3 records
Auto Select financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auto Select leadership team
Management profileNumber of profiles
Profiles9 records
Auto Select funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auto Select 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 Auto Select
What does Auto Select do?
Auto Select operates 12 retail auto repair and tire service centers across Wisconsin, delivering full-service automotive repair (brakes, engine diagnostics, transmission, A/C, steering and suspension, electrical, fuel, cooling, exhaust, and more), tire and wheel sales with online selector and in-store fulfillment, oil change services with 28-point inspection, and fleet vehicle maintenance. Services are performed by ASE-certified technicians and backed by a 36-month/36,000-mile nationwide NAPA AutoCare warranty, with AAA Approved Auto Repair status at 10 locations.
Is Auto Select a public or private company?
Auto Select is a private company. It is classified as management employee owned and is currently operating.
When was Auto Select founded?
Auto Select was founded in 2000. It employs 101 to 250 people.
Where is Auto Select based?
Auto Select is headquartered in Appleton, United States, in the North America region.
How does Auto Select make money?
Five revenue lines are on record. Automotive Repair and Service Labor is the primary driver. The others are parts Sales, tire and Wheel Retail, customer Care Rewards Program and financing Revenue.
Who are Auto Select's main competitors?
Direct peers on record are Midas, Jiffy Lube, Goodyear Auto Service, Firestone Complete Auto Care (Bridgestone Retail Operations), Christian Brothers Automotive, Meineke Car Care Center, Pep Boys, Monro Auto Service and Tire, NTB (National Tire & Battery) / Tire Kingdom and AAMCO Transmissions & Total Car Care.
Does Auto Select have an API?
No public API is recorded for Auto Select.
What industry is Auto Select in?
Auto Select's product category is Automotive Repair Services. Its primary akta.pro industry code is TLAKAAAA, General Automotive Repair & Maintenance, with a secondary code of TLAKAAAB, Preventive Maintenance & Inspections (Oil, Fluids, Tune-Ups). Its NAICS code is 441340 and its SIC code is 7500.