What VIP Tires & Service does

VIP Tires & Service is a privately held, family-owned automotive service retailer headquartered in Auburn, Maine. Founded in 1926 as Giant Tire Co. and rebranded under its current name in 2015, the company operates 77+ service locations across Maine, New Hampshire, Vermont, Massachusetts, and Connecticut, making it the largest privately held automotive service provider in Northern New England. The business sells tires from multiple national brands and provides a broad range of automotive repair and maintenance services, including alignments (via Hunter alignment racks), brakes, oil changes, and other mechanical work. Its customer base is primarily individual consumer vehicle owners, supplemented by fleet operators, first responders, and military customers. The company is staffed by ASE-certified technicians and operates TIA-certified locations, reflecting formal industry quality credentials.

The business generates revenue through transaction-based retail service and tire sales at each physical location, supplemented by fleet and commercial accounts. Pricing follows standard retail service shop economics — labor rates, parts margins, and tire markups on a per-job basis — with no disclosed subscription or recurring contract model beyond the VIP Rewards loyalty program (scheduled to sunset in January 2027). The proprietary VIP Smart Tracker platform, launched in 2023, creates a digital service history tied to each visit, supporting customer retention and cross-selling across the network.

VIP pursues growth through a combination of organic openings (e.g., Barre, VT in 2025), capacity expansion via larger relocations (e.g., Norway, ME doubled to 11 service bays in September 2025), and tuck-in acquisitions of independent service operators (notably Lyons Auto Service in West Hartford, CT, marking its Connecticut entry). The company remains family-owned under the Quirk family and does not publicly disclose revenue. No evidence of AI/ML, venture funding, or technology-platform business model is present; the business is fundamentally a scaled, multi-site retail service operator.

Name

VIP Tires & Service

Legal name

VIP Tires & Service

Website

https://vipauto.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

501–1,000 employees

Short description

VIP Tires & Service is a privately held, family-owned automotive service retailer operating 77+ locations across five New England states, providing tire sales, mechanical repair, and maintenance primarily to consumer vehicle owners with supplementary fleet and commercial accounts.

Ownership category

akta.pro rank

Product category

Tire and Auto Service Retail

NAICS

Tire Dealers (441340), Automotive Repair and Maintenance (8111), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

akta.pro secondary industries

Wheel Services (Mount/Balance, Alignment, Rotation) (TLAKADAF), Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR) (TLAKADAB)

Keywords

• Automotive tire sales
• Auto repair services
• Vehicle maintenance
• Wheel alignment service
• Commercial fleet services

Headquarters

HQ city

Auburn

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tire Sales: Retail sale of tires across multiple brands including Goodyear, Michelin, Vredestein, Continental, BFGoodrich, Cooper, Falken, General Tire, Milestar, and Celimo. Revenue generated from product markup and installation fees.
2. Automotive Repair and Maintenance Services: Full-service automotive care including oil changes, brake service, wheel alignment, battery replacement, state inspections, and general repair. Revenue generated through labor charges for service work.
3. VIP Tire Maintenance Plus++: Optional protection plan covering road hazard damage, impact, glass, and pothole damage. Includes free tire balancing during rotations and repairs. Unrepairable tires replaced on prorated basis.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

VIP Tires & Service is a family-owned automotive service chain founded in 1926, operating more than 77 retail locations across 5 northeastern U.S. states (Maine, New Hampshire, Vermont, Massachusetts, and Connecticut). The company sells tires from multiple third-party brands and provides automotive repair and maintenance services — including alignments, oil changes, brake service, and battery replacement — to individual vehicle owners and commercial fleet operators. It also offers dedicated fleet programs, a tire protection plan (Tire Maintenance Plus++), and the VIP Smart Tracker vehicle management tool.

Product overview

VIP Tires & Service is a retail automotive service provider operating 77+ locations across Maine, New Hampshire, Vermont, Massachusetts, and Connecticut. The company sells tires from multiple third-party brands (Goodyear, Michelin, Vredestein, BFGoodrich, Continental, Cooper, Falken, General, Milestar, Celimo) and provides full-service auto repair including oil changes, brake service, alignments, diagnostics, and state inspections. Add-on offerings include the VIP Tire Maintenance Plus++ protection plan, the VIP Smart Tracker vehicle management tool, and a Fleet Services program for commercial customers. The company also offers a VIP 200% Lowest Price Tire Promise as a price guarantee. VIP is the exclusive dealer for Vredestein tires in northern New England and operates as a subsidiary of the Quirk family business following a 2025 rebranding from Quirk Tire.

Differentiator

Problem solved

Functional benefit

Brands

• VIP Smart Tracker: Vehicle service tracking and appointment scheduling program
• VIP Rewards Program
• Tire Maintenance Plus++
• VIP 200% Lowest Price Tire Promise

Products and services

• Tire Sales & Installation Retail sale and professional installation of tires from multiple third-party tire brands for passenger vehicles and light trucks; backed by the VIP 200% Lowest Price Tire Promise.
• Auto Repair & Maintenance Services Diagnostic, mechanical, and preventive maintenance services including oil changes, brake service, battery replacement, and general auto repair for individual vehicle owners.
• Wheel Alignment Service Precision wheel alignment service performed using the proprietary Hunter Alignment Rack equipment to ensure tire wear and handling performance.
• Tire Maintenance Plus++ Paid tire protection plan covering eligible tire repair, replacement, and related maintenance benefits for enrolled customers.
• Fleet Services Dedicated tire and maintenance service program tailored to commercial fleet operators, providing scheduled and unscheduled vehicle service for business customers.
• VIP Smart Tracker Customer-facing vehicle management tool that tracks service history and maintenance needs for enrolled vehicles.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered flagship and core.

• VredesteinflagshipTechnology or IntegrationVIP Tires & Service is the exclusive Vredestein dealer throughout Maine, New Hampshire, and Vermont. Vredestein is an established European brand with over 110 years of quality, committed to design excellence and producing premium tires that look as good as they perform. VIP carries the full range of Vredestein tire lines including all-season, all-weather, all-terrain, winter, and summer tires.
• Make-A-Wish MainecoreOthersVIP Tires & Service and its employees have donated over $1.6 million to Make-A-Wish Maine, demonstrating significant charitable commitment to the local community. The company uses its philanthropy as a model for corporate community responsibility.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Goodyear Auto Service: Goodyear's company-owned service network that sells Goodyear and affiliated tires plus full auto repair. Directly comparable to VIP's Goodyear-branded offering and competes at the same price points.
• Pep Boys: National tire and auto service chain owned by Bridgestone (formerly Icahn Automotive). Provides tire sales, installation, full-service repair, and state inspections — directly overlapping with VIP's core offering but with broader geographic reach.
• Firestone Complete Auto Care: Bridgestone-owned national service network offering tire sales (Firestone brand) and full auto repair. Competes with VIP in tire replacement and routine maintenance, with stronger brand-backed warranty offerings.
• Monro, Inc. Public operator (MNRO) of regional tire and auto service chains including Monro Auto Service & Tire, Mr. Tire, and Tire Choice. Strong Northeast presence and broad service offering directly overlap with VIP's model.
• Discount Tire (Discount Tire/America's Tire): The largest U.S. independent tire retailer by store count, with 1,300+ locations. Competes with VIP on multi-brand tire sales, mounting/balancing, and pricing guarantees. While national rather than regional, it represents VIP's primary scale competitor.

Direct peers

• Belle Tire: Privately held regional tire and auto service chain based in the Midwest, with 180+ locations. Highly comparable operating model — multi-brand tire retail, installation, alignment, and full service — though in a different region.
• Town Fair Tire: Regional tire retailer operating primarily in the Northeast (Connecticut, Massachusetts, New York, Rhode Island). Directly competes with VIP in tire sales, installation, and pricing promotions across overlapping geography.
• Tire Kingdom (Mavis Tire): Now operating under the Mavis Tire brand, this legacy regional tire retailer serves the Mid-Atlantic and Southeast. Highly comparable multi-brand tire sales and service model to VIP, though concentrated in warmer-weather markets.
• Mavis Tire Express Service: Large regional tire and auto service chain operating across the Northeast and Mid-Atlantic. The most direct comparable to VIP — both offer multi-brand tire sales, installation, alignment, and general repair at high store counts. Mavis is now PE-backed by TSG Consumer, giving it capital advantages over family-owned VIP.

Regional players

• Hoffman Auto Group: A Connecticut-based automotive services and dealer group that provides tire, alignment, and general repair services. Regional competitor to VIP's newly acquired Lyons Auto Service location in West Hartford.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/viptires
• YouTubeyoutube.com/channel/UC4i-Txzou8tBjRwv4BnBzsg
• Facebookfacebook.com/viptiresandservice
• LinkedInlinkedin.com/company/vip-parts-tires-&-service
• Instagraminstagram.com/viptiresservice

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VIP Tires & Service