National Tire & Wheel

What National Tire & Wheel does

National Tire & Wheel is a privately held, family-owned direct-to-consumer e-commerce retailer specializing in aftermarket tires, wheels, suspension systems, and accessories for off-road and four-wheel-drive vehicles. Founded in 1986 and headquartered in Wheeling, West Virginia, the company fulfills orders from a single 100,000+ square-foot warehouse that stocks more than 2,235 tire SKUs across brands such as Interco Super Swamper, Mickey Thompson, Nitto, Toyo, Falken, and BFGoodrich, alongside wheels from Fuel Off-Road, Method Race Wheels, KMC, American Racing, and others. Its core differentiator is a custom Tire & Wheel Package Builder tool that lets customers configure compatible wheels and tires by vehicle; orders are then mounted, balanced, and shipped assembled — a service typically valued at $150–$250 at third-party shops — with free shipping on most packages.

The business operates on a one-time product sales model with unit pricing that ranges from $65 for individual entry-level tires up to $9,735 for premium pre-built wheel and tire packages, including vehicle-specific configurations for Jeeps (Wrangler, Gladiator, Cherokee) and dually trucks. The company is built on the BigCommerce platform with custom fitment logic, a Wheel Visualizer configurator, and integrations with Affirm, PayPal Pay Later, and Acima for consumer financing. Marketing is conducted through email newsletter acquisition ($25 first-order discount), a Shop Talk content blog, a Readers Rides customer gallery, paid display/retargeting (evidenced by AdRoll pixel integrations), and a YouTube channel (@swamperguys). Distribution is exclusively online with toll-free phone-based sales and technical support; no physical retail storefronts are operated.

The company has 11–50 employees, is family-owned with no disclosed parent, institutional investors, or funding rounds, and has remained privately held since founding. It serves primarily individual off-road enthusiasts, light truck/SUV owners, and ATV/UTV buyers across North America, with no enterprise customers or B2B channel disclosed.

Name

National Tire & Wheel

Legal name

National Tire & Wheel

Website

https://ntwonline.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

National Tire & Wheel is a family-owned direct-to-consumer e-commerce retailer founded in 1986, selling aftermarket tires, wheels, suspension systems, and accessories for off-road 4x4 trucks, SUVs, Jeeps, and ATVs/UTVs to individual enthusiasts across North America.

Ownership category

akta.pro rank

Product category

Off-Road Automotive Parts Retail

NAICS

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

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Retail-Auto Dealers & Gasoline Stations (5500)

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), Specialty Tires (OTR, Industrial, Agricultural, Mining, Aviation, Marine) (TLAKADAJ)

Keywords

• Off-road tires
• Custom wheel packages
• Lift kits
• 4x4 accessories
• Tire mounting

Headquarters

HQ city

Wheeling

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product sales of tires, wheels, suspension systems, and accessories for off-road vehicles. Customers purchase individual items or complete packages (wheels + tires + mounting). Revenue is generated through product margins on tires, wheels, suspension components, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

National Tire & Wheel is a direct-to-consumer e-commerce retailer specializing in off-road tires, wheels, suspension systems, and 4x4 accessories for trucks, SUVs, Jeeps, dually trucks, and ATVs/UTVs. The core offering combines a curated multi-brand product catalog with a custom Tire & Wheel Package Builder that delivers pre-assembled, mounted, balanced, and fitment-guaranteed wheel-and-tire packages ready to install.

Product overview

National Tire & Wheel operates an e-commerce platform specializing in custom wheels, tires, suspension systems, and accessories for 4x4 trucks, SUVs, Jeeps, and ATVs/UTVs. The core offering consists of their Tire & Wheel Package Builder tool, which allows customers to select and combine tires and wheels, with NTW providing free mounting and balancing before shipping assembled packages. Supporting categories include Pre-Built Tire & Wheel Packages, Jeep-specific packages, and Dually Truck packages. Additional product lines encompass Suspension Systems (lift kits, leveling kits, air suspension, shocks, springs), 4x4 Parts & Accessories (drivetrain, exterior, interior, overlanding, performance, winches), and a Garage Sale clearance section. The company maintains relationships with tire and wheel brands including Interco Super Swamper, Mickey Thompson, Nitto, Toyo, Falken, BFGoodrich, Fuel Off-Road, Method Race Wheels, and American Racing. Founded in 1986, the company is headquartered in Wheeling, WV with a 100,000+ sq ft warehouse.

Differentiator

Problem solved

Functional benefit

Products and services

• Tires Extensive selection of off-road tires including All-Terrain, Mud-Terrain, ATV/UTV, Light Truck/SUV, and Drag Car categories, with over 2,235 tire products from brands such as Interco Super Swamper, Mickey Thompson, Nitto, Toyo, Falken, Maxxis, BFGoodrich, and Kenda. Sold to individual off-road vehicle owners for personal 4x4 trucks, SUVs, Jeeps, dually trucks, and ATVs/UTVs.
• Wheels Off-road wheels for 4x4 vehicles, dually trucks, and ATV/UTV/SXS applications. Includes brands such as Fuel Off-Road, Method Race Wheels, KMC Wheels, American Racing, Vision Wheel, and Asanti Off-Road. Sold to individual off-road vehicle owners.
• Suspension Systems Complete suspension solutions including air suspension, suspension lift kits, leveling kits, steering components, shocks and struts, leaf and coil springs, body lift kits, and lowering kits. Brands include Rough Country. Sold to individual off-road and light truck/SUV owners seeking ride-height and performance upgrades.
• 4x4 Parts and Accessories Wide range of off-road accessories including drivetrain, exterior, interior, overlanding, performance parts, and winches for 4x4 vehicles. Sold to individual off-road vehicle owners.
• Custom Tire & Wheel Package Builder Custom online tool that lets customers build complete tire and wheel packages. NTW mounts, balances, and assembles the setup, then ships it ready to install with free shipping on most packages. Includes free mount and balance, fitment guarantee, and financing options via Affirm, PayPal Pay Later, or Acima. Sold to individual off-road vehicle owners.
• Pre-Built Tire & Wheel Packages Ready-made tire and wheel combinations for 4x4 vehicles, including dually-specific packages and standard 4x4 packages. Ships assembled and ready to install. Sold to individual off-road vehicle owners.
• Jeep Tire & Wheel Packages Specialized tire and wheel packages designed specifically for Jeep vehicles including Wrangler (JL, JK, TJ/YJ/XJ generations), Gladiator, and Cherokee. Includes free mount and balance and free shipping. Sold to individual Jeep owners.
• Dually Tire & Wheel Packages Pre-built tire and wheel packages specifically designed for dually (dual rear wheel) trucks, with various wheel and tire brand combinations. Sold to individual dually truck owners.

Quantifiable outcome

• Save $120 or more by bundling wheels and tires in an NTW package vs. buying separately and paying for mount/balance at a shop.

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Tire Rack: Tire Rack is the largest U.S. direct-to-consumer tire and wheel retailer, selling passenger, light truck, and performance tires online with delivery to installer networks. It is the closest analog to NTW in DTC model, scale, and fitment tooling, though with broader vehicle coverage beyond off-road.
• ExtremeTerrain: ExtremeTerrain is a pure-play online retailer of aftermarket parts for Jeep Wrangler and Gladiator owners, including wheels, tires, and lift kits. Owned by RealTruck, it competes directly with NTW's Jeep package category.
• Summit Racing Equipment: Summit Racing is a major direct-to-consumer retailer of performance and off-road automotive parts, including tires, wheels, suspension, and drivetrain components. It overlaps with NTW's product mix and enthusiast customer base, with a broader performance/racing catalog.
• Quadratec: Quadratec is a specialty retailer focused exclusively on Jeep parts, accessories, tires, and wheels. It directly competes with NTW's Jeep-specific package offerings and serves the same Wrangler, Gladiator, and Cherokee owner segment.
• 4 Wheel Parts: 4 Wheel Parts is a leading off-road and 4x4 aftermarket retailer with stores, an e-commerce site, and installation services. It is one of the most direct competitors to NTW, targeting the same lifted truck, Jeep, and SUV enthusiast customer with tires, wheels, and suspension.
• Morris 4x4 Center: Morris 4x4 Center is an online retailer specializing in Jeep and 4x4 lift kits, suspension, tires, and wheels. It competes head-to-head with NTW in the Jeep and off-road package segment with a similar curated catalog of premium brands.
• RealTruck: RealTruck is a digital-first retailer of aftermarket truck, Jeep, and SUV parts and accessories including lift kits, tires, and wheels. Its brand portfolio (extending through Truck Hero and related properties) overlaps significantly with NTW's off-road customer base.
• CARiD: CARiD is an online retailer of aftermarket automotive parts and accessories including wheels, tires, suspension, and performance parts. It overlaps with NTW in truck, SUV, and off-road segments, with a broader overall catalog.
• Discount Tire Direct: Discount Tire operates one of the largest U.S. tire and wheel retail footprints, combining physical stores with online ordering and installer services. It competes directly with NTW on tires and wheels but serves a much broader mainstream vehicle base.

Broad incumbents

• Amazon (Automotive Tires & Wheels): Amazon is a broad marketplace that sells tires, wheels, and automotive accessories directly and via third-party sellers. It competes with NTW on price, selection, and Prime shipping speed for tire and wheel categories across multiple vehicle types.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@swamperguys
• Xx.com/ntwonline1

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 National Tire & Wheel