Firestone Direct

What Firestone Direct does

Firestone Complete Auto Care (operating under the DBA "Firestone Direct") is a US-based retail automotive service network wholly owned by Bridgestone Retail Operations, LLC, a subsidiary of Bridgestone Americas. The company operates 1,800+ physical retail locations across the United States offering tire sales and installation, auto repair services (brakes, alignment, engine repair, steering/suspension, TPMS), and auto maintenance (oil changes, batteries, vehicle inspections, EV/hybrid services, AC, drivetrain, radiator, transmission). Founded in 1926, the company serves individual vehicle owners across all makes and models with extended hours, online appointment scheduling, and a mobile app (My Firestone).

The core technology is service operations and physical retail delivery rather than software; key digital assets include an online booking platform, the My Firestone iOS/Android app, and a Tire Decision Guide for customer selection. The product portfolio spans multiple proprietary tire brands (Firestone, SureDrive, Bridgestone) plus third-party Toyo, alongside a comprehensive suite of repair and maintenance services, warranties, and the Firestone Credit Card financing product (issued via CFNA under a Mastercard license).

The business model is direct-to-consumer retail with five primary revenue streams: tire sales (product markup plus installation labor), auto repair services (transaction-based pricing), auto maintenance (consumable and periodic service revenue), financing (Firestone Credit Card promotional terms and merchant fees), and an emerging EV/hybrid service line. GTM is direct via owned retail storefronts, complemented by self-serve online booking, quote requests, phone-based inside sales, and active social media and email marketing. Customer acquisition is driven by promotional coupons, credit card financing offers, extended hours convenience, and brand trust accrued over a century.

Name

Firestone Direct

Legal name

Firestone Complete Auto Care

Website

https://firestonedirect.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

Firestone Complete Auto Care (DBA Firestone Direct) is a US retail automotive service network of 1,800+ locations, owned by Bridgestone Retail Operations, offering tire sales, repair, and maintenance services to individual vehicle owners across all makes and models.

Ownership category

akta.pro rank

Headquarters

HQ city

Littleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tire Sales: Retail sale of Bridgestone, Firestone, and SureDrive tires with installation services. Revenue generated from product markup and installation labor.
2. Auto Repair Services: Revenue from brake services, engine repair, steering & suspension, tire repair, TPMS, alignment, and other mechanical services. Transaction-based pricing per service.
3. Auto Maintenance Services: Ongoing maintenance including oil changes, batteries, wiper blades, AC service, drivetrain, radiator, transmission, and vehicle inspections. Consumable-based and periodic service revenue.
4. Financing Services: Firestone Credit Card generates revenue through promotional financing terms, cardholder fees, and merchant transaction fees. 6-months promotional financing with 5% first purchase discount.
5. Electric & Hybrid Vehicle Services: Specialized EV and hybrid vehicle maintenance and repair services as electric vehicle adoption grows.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Firestone Direct is the direct-to-consumer channel of Firestone Complete Auto Care, selling and installing tires and providing automotive maintenance and repair services such as oil changes, wheel alignments, brake service, and battery replacement. Customers purchase these services online or at one of the more than 1,800 Firestone Complete Auto Care retail locations operated across the United States.

Product overview

Firestone Complete Auto Care is an auto care service provider operating a network of approximately 1,800 retail locations. The company offers a comprehensive portfolio centered on three core categories: tire sales (spanning multiple brands including proprietary Firestone and SureDrive lines, as well as Bridgestone and Toyo), auto repair services (including brakes, alignment, engine repair, steering/suspension, and TPMS), and auto maintenance (including oil changes, batteries, vehicle inspections, tune-ups, EV/hybrid services, AC service, drivetrain, radiator, transmission, and wiper blades). The company also offers complementary products including the Firestone Credit Card for financing, the My Firestone mobile app for iPhone and Android, tire warranties, and ASE-certified technician services. Founded in 1926, the company services every make and model of vehicle.

Differentiator

Problem solved

Functional benefit

Brands

• SureDrive: Budget-friendly tire brand available at Firestone Complete Auto Care locations
• My Firestone App

Products and services

• Tire Sales and Installation Sale and professional installation of tires for passenger vehicles, performed at Firestone Complete Auto Care service centers and booked through the Firestone Direct online channel. Targeted at individual U.S. vehicle owners needing replacement or upgrade tires.
• Oil Change Services Routine engine oil and filter change service for consumer vehicles, performed at retail service centers.
• Wheel Alignment Vehicle wheel alignment service to correct tire wear and handling, performed using in-store alignment equipment.
• Brake Services Inspection, repair, and replacement of brake components such as pads, rotors, and calipers for consumer vehicles.
• Battery Services Vehicle battery testing, replacement, and related electrical system services for individual vehicle owners.
• General Auto Repair General mechanical repair and maintenance services for consumer vehicles beyond tires, oil, alignment, brakes, and batteries, performed at retail service centers.

Quantifiable outcome

• Handles over 19,000 oil changes daily
• +2 more outcomes

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

Four partnerships are on record, tiered flagship, core and minor.

• Bridgestone Retail Operations (Parent Company)flagshipStrategic or Co-development PartnerFirestone Complete Auto Care is owned and operated by Bridgestone Retail Operations, LLC, a subsidiary of Bridgestone Corporation, one of the world's largest tire and rubber companies. This vertical integration provides exclusive access to Bridgestone, Firestone, and related tire brands along with corporate support and brand licensing.
• CFNA (Consumer Financial National Bank)coreTechnology or IntegrationCFNA operates the Firestone Credit Card program providing promotional financing (6-months), exclusive cardholder offers, and myCFNA Rewards. The credit card is issued by CFNA pursuant to a Mastercard license, enabling nationwide acceptance and special financing terms for customers.
• Toyo TireminorChannel Partner/ Reseller/ DistributorFirestone Complete Auto Care sells Toyo tires alongside their proprietary Bridgestone, Firestone, and SureDrive tire brands, expanding product assortment for consumers.
• Boys and Girls Clubs of AmericaminorOthersCommunity partnership supporting youth development through Firestone's corporate social responsibility initiative.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Discount Tire / America's Tire: Direct peer operating a large US chain of tire-and-installation stores selling multiple tire brands, competing head-to-head with Firestone on tire selection, pricing transparency, and installation services.
• Pep Boys: Direct peer operating a national full-service auto care chain offering tires, brakes, alignment, oil changes, and repairs, similar in service breadth and store footprint strategy to Firestone.
• Meineke Car Care Centers: Direct peer operating a franchised national chain of auto repair and maintenance centers offering brakes, oil changes, tires, and exhaust services, with overlapping consumer segment and service mix.
• Valvoline Instant Oil Change: Direct peer specializing in quick oil change and preventive maintenance services through a national network of service centers, competing with Firestone's high-volume oil change business.
• Jiffy Lube (Shell): Direct peer operating the largest quick-service oil change and light maintenance chain in North America, competing for routine maintenance visits with Firestone's oil change and battery services.
• Monro, Inc. Direct peer operating a national network of company-owned auto service and tire centers under Monro Auto Service, Mr. Tire, Tire Choice, and Caliber Collision, directly comparable in service mix and store-based model.
• Mavis Tire Express Services: Direct peer operating one of the largest independent tire and auto service chains in the US (post-Mavis Discount Tire / NTB / Mileage Plus merger), offering tires, alignments, brakes, oil changes and maintenance in similar retail-store formats.
• Goodyear Tire & Rubber Company (Goodyear Auto Service): Direct peer operating a national network of company-owned Goodyear Auto Service centers offering tire sales (Goodyear, Kelly, Dunlop) plus full-service auto repair and maintenance, similar in scale and store model to Firestone Complete Auto Care.

Regional players

• Les Schwab Tire Centers: Direct peer in tire and auto service but operating primarily in the western US, competing head-to-head with Firestone in the same retail-store model with comparable service offerings.

Broad incumbents

• Costco Auto Service / Tire Center: Broad incumbent operating in-store tire sales and auto service within Costco's warehouse-club footprint, competing with Firestone on tire pricing and serving as a major volume competitor in the same consumer segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/firestoneauto
• Facebookfacebook.com/FirestoneCompleteAuto
• Instagraminstagram.com/firestoneauto
• TikToktiktok.com/@firestoneauto
• LinkedInlinkedin.com/company/firestone-direct

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 Firestone Direct