Discount Tire Direct

What Discount Tire Direct does

Discount Tire Direct is the legacy online retail brand of The Reinalt-Thomas Corporation, a privately held Phoenix-based company that also operates the 1,100+ location Discount Tire retail store network. The brand sold tires, wheels, and automotive accessories direct-to-consumer via its website and supported customers with home delivery or in-store professional installation at nearby Discount Tire locations. Its core products were tires (primary), wheels, and automotive accessories, augmented by a Certificate program providing repair, refund, or replacement protection on tire damage redeemable across the Discount Tire retail footprint.

Following the 2022 acquisition of Tire Rack, The Reinalt-Thomas Corporation began consolidating its online tire retail operations. In 2024, Discount Tire Direct transitioned new-order flow to TireRack.com, leveraging Tire Rack's 40-plus years of direct-to-consumer experience, exhaustive tire testing data, and customer review database. Discount Tire Direct now primarily functions as a customer-care and Certificate-redemption channel for legacy orders, while TireRack.com serves as the consolidated online storefront and Discount Tire's 1,100+ stores serve as the dominant recommended installer. The business model is direct-to-consumer e-commerce combined with physical-store installation, with revenue generated through one-time product sales (tires, wheels, accessories) and ancillary Certificate fees. The sole stated customer segment is individual vehicle owners seeking convenient online purchasing plus professional installation.

Name

Discount Tire Direct

Legal name

The Reinalt-Thomas Corporation

Website

https://discounttiredirect.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Discount Tire Direct is the legacy online tire, wheel, and accessories retail brand of The Reinalt-Thomas Corporation, now transitioning new orders to TireRack.com while relying on 1,100+ Discount Tire stores for professional installation serving individual vehicle owners.

Ownership category

akta.pro rank

Product category

Online Tire and Wheel Retail

NAICS

Tire Dealers (441340), Automotive Parts, Accessories, and Tire Retailers (4413), Tire Dealers (44134)

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), Tires, Wheels & Retread Supply Distribution (TLAKAOAD)

Keywords

• Online tire retail
• Tire and wheel sales
• Automotive accessories
• Tire installation services
• Consumer auto parts

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Tire, Wheel, and Accessories Sales: Discount Tire Direct generates revenue through the direct sale of tires, wheels, and automotive accessories to consumers via online platforms. The company operates as an e-commerce retailer with product sales as the primary revenue stream.

Go-to-market motion1 record

Distribution channels3 records

Core offering

Discount Tire Direct sells tires, wheels, and automotive accessories online to individual consumers, with orders fulfilled by direct shipment to the customer or to one of 1,100+ Discount Tire retail locations for professional installation. The brand has been transitioning new order flow to TireRack.com following Tire Rack's 2022 acquisition by parent company The Reinalt-Thomas Corporation, while continuing to support existing orders and honor Tire Protection Certificates.

Product overview

Discount Tire Direct was an online tire retailer offering tires, wheels, and automotive accessories for direct-to-consumer shipment. The company operated as part of the Discount Tire family and has now transitioned to Tire Rack following the 2022 acquisition. The current offering enables customers to purchase products through TireRack.com with installation available at over 1,100 Discount Tire store locations nationwide. Protection certificates for tire damage continue to be honored across the retail network.

Differentiator

Problem solved

Functional benefit

Products and services

• Tires
• Wheels Aftermarket wheel products available for purchase online, complementing tire offerings for complete vehicle fitment and customization.
• Automotive Accessories Additional automotive parts and accessories available for online purchase alongside tires and wheels, supporting broader vehicle fitment and maintenance needs.
• Tire Protection Certificates Paid protection plan covering repair, refund, or replacement for non-repairable tire damage. Continues to be honored at all 1,100+ Discount Tire retail store locations, including for certificates originally purchased through Discount Tire Direct.
• In-Store Tire Installation Professional tire mounting, balancing, and installation service provided at 1,100+ Discount Tire retail locations across the United States. Functions as Tire Rack's biggest recommended tire installer, enabling online orders to be installed at a nearby store.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered flagship and core.

• Tire RackflagshipStrategic or Co-development Partner · 1 January 2022Tire Rack joined the Discount Tire family in 2022, bringing 40-plus years of direct-to-consumer experience. Discount Tire Direct is transitioning to TireRack.com as its primary online platform, combining Tire Rack's online shopping expertise with Discount Tire's extensive retail network.
• Discount Tire (The Reinalt-Thomas Corporation)coreChannel Partner/ Reseller/ DistributorDiscount Tire operates 1,100+ retail stores across the United States and serves as Tire Rack's biggest recommended tire installer. The partnership enables customers to purchase online at TireRack.com and receive professional installation at nearby Discount Tire store locations.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• NTB (National Tire & Battery): National tire and automotive service retailer offering tires, wheels, and installation; comparable product mix and installation-led model to Discount Tire.
• Big O Tires: Franchise-based tire and automotive service retailer with broad U.S. footprint; comparable retail/installation model and product offering to Discount Tire.
• TireBuyer: Online tire and wheel retailer shipping directly to customers or installers; comparable business model and target customer to DTD's e-commerce flow.
• Discount Tire (The Reinalt-Thomas Corporation): Parent brand operating 1,100+ retail tire and installation stores across the U.S.; sells the same core products (tires, wheels, accessories) and provides the installation network underpinning DTD's hybrid model.
• SimpleTire: Online tire retailer offering home delivery and installer-network installation; competes head-to-head with DTD on the online-plus-installation proposition.
• Tire Rack: Direct-to-consumer online tire, wheel, and accessories retailer; now the same corporate family as Discount Tire Direct following the 2022 acquisition, and the platform to which DTD orders are being transitioned.
• Amazon (Tires): Massive online marketplace selling tires directly to consumers; identified alongside DTD as a Tier-1 online tire retailer and a primary threat on price and convenience.

Broad incumbents

• Goodyear.com: Major tire manufacturer's direct-to-consumer website selling Goodyear-branded tires online; competes as a direct channel that bypasses independent retailers like DTD.

Regional players

• America's Tire: Discount Tire's West Coast banner operating under a separate brand; offers the same tires, wheels, and installation services with overlapping product mix but distinct geographic positioning.

Emerging players

• Costco Tire Center: Membership warehouse retailer with in-store tire centers selling major tire brands at competitive prices; increasingly relevant alternative for price-sensitive tire buyers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/tires-direct

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Discount Tire Direct