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Tire Rack

Tire Rack is an American online retailer and wholly owned subsidiary of since 2021, specializing in tires, wheels, and automotive performance parts, founded in 1979 by Dutch immigrant Peter Veldman and his wife Wilma in . The company has evolved from a single tire store into one of the largest mail-order tire distributors in the world, offering a vast selection of products for passenger vehicles and light trucks, including shocks, struts, springs, brakes, and accessories. As America's leading independent tire tester, Tire Rack conducts rigorous evaluations on its own dedicated test track in South Bend—featuring wet and dry conditions—and in snowy environments in , providing detailed , videos, and data-driven recommendations to help customers select the best options for their needs. With over 650 employees and more than 2.7 million square feet of distribution center space across the , the company emphasizes competitive pricing, next-day delivery in many areas, and convenient installation partnerships with local service providers. Tire Rack's commitment to transparency and expertise has made it a trusted resource for automotive enthusiasts and everyday drivers, disrupting traditional tire sales through and innovative testing methodologies.

History

Founding and Early Years

Tire Rack was founded in 1979 by Peter "Pete" Veldman and his wife Wilma Veldman, Dutch immigrants who had settled in the United States after , along with Veldman's son-in-law Mike Joines. The company began as a single retail tire store in , , stemming from Veldman's existing automotive parts and service business. The idea originated when Joines struggled to find suitable tires for his , a , highlighting the scarcity of such specialized products in the local market at the time. From its inception, Tire Rack focused on tires for performance vehicles, capitalizing on the growing interest in imported cars during the late . Veldman and his team aimed to differentiate by offering a broader selection than typical local competitors, who often carried limited stock dominated by . Early operations faced challenges, including constrained inventory—stocking only a few of each tire size and type to cover diverse needs—and competition from established tire dealers in the area. To address these hurdles and build customer loyalty, the founders emphasized education on selection, performance characteristics, and maintenance, providing personalized advice that set the store apart. Peter Veldman passed away in 2014, and Wilma Veldman in 2016. By the early 1980s, after three years of retail operations, Tire Rack transitioned to a mail-order model, producing catalogs to reach customers beyond the local market and overcome physical space limitations for inventory. This shift allowed the company to expand its reach while maintaining its commitment to specialized European tire offerings and customer guidance.

Growth and Expansion

In the mid-1980s, Tire Rack relocated its operations from to , to accommodate expanding mail-order business needs for improved logistics and warehouse space. This move supported the company's shift away from its single retail store, which closed in , toward a catalog-based model that enabled broader distribution. By the early , Tire Rack had developed a network of multiple distribution centers across the , totaling over 1 million square feet of warehouse space to facilitate efficient nationwide shipping. The company continued to expand its distribution network in subsequent years, adding facilities in states including , , , , , and . The company launched its platform in the mid-1990s, positioning itself as one of the earliest online retailers in the automotive parts sector during the dot-com boom. By 1996, Tire Rack had integrated internet sales, which quickly accounted for nearly half of its business and drove rapid customer adoption through features like detailed product information and customer reviews. This digital pivot allowed Tire Rack to reach a national audience without physical storefronts, capitalizing on the growing accessibility of to ship tires directly to consumers or local installers. Throughout the and , Tire Rack expanded its product offerings and forged partnerships with major tire manufacturers, growing to include tires from 26 leading brands by the early . Key operational milestones included the establishment of an independent tire testing program in 1995, which provided data-driven insights to inform sales and build consumer trust. As of late 2024, the company employed approximately 680 people and operated over 2.9 million square feet of distribution space across 12 facilities, enabling same-day or next-day shipping to most U.S. locations and solidifying its role as a dominant online tire retailer.

Acquisition by Discount Tire

On December 3, 2021, , operating under the Reinalt-Thomas Corporation, announced its acquisition of Tire Rack, making the company a wholly owned for an undisclosed amount, with the transaction closing on December 31, 2021. The deal aimed to leverage 's network of over 1,100 physical retail stores across the with Tire Rack's established online platform and expertise in tire sales and testing. The strategic rationale centered on creating a comprehensive tire retail experience, allowing customers to browse and purchase online through Tire Rack while benefiting from in-store services at locations. This integration was intended to enhance customer convenience by combining capabilities with nationwide installation and support networks, without disrupting Tire Rack's independent operations initially. Following the acquisition, both companies emphasized the retention of their family-owned ethos, with , privately held by the Reinalt-Thomas family since its founding in 1960, committing to preserve Tire Rack's customer-focused culture. In April 2024, further integrated its operations by merging the activities of its Discount Tire Direct online business with Tire Rack, effectively sunsetting the former as a standalone platform and positioning Tire Rack as the primary hub for the combined entity. This move streamlined digital sales channels, enabling unified inventory management and pricing across online and physical outlets while maintaining Tire Rack's role in tire recommendations and shipping. Leadership transitioned in early 2025 when Tire Rack announced on February 24 the appointment of Scott Clark as its new CEO, effective April 21, bringing nearly three decades of tire industry experience from roles including CEO of . Clark's selection underscored the ongoing commitment to strategic growth within the family, focusing on innovation in retail amid the post-acquisition evolution.

Operations

Headquarters and Facilities

Tire Rack's headquarters is situated at 7101 Vorden Parkway in South Bend, Indiana, where it functions as the company's central administrative and research and development center. The facility was established in the 1980s after the company relocated from Indianapolis in 1984 to emphasize its growing mail-order business model. In 2002, Tire Rack expanded the site with a new headquarters and distribution center to support its expanding operations. As of 2025, Tire Rack employs more than 1,000 people company-wide, with the South Bend headquarters serving as the central hub supporting key functions including product development and customer support. Adjacent to the lies Tire Rack's custom , a purpose-built designed to evaluate performance across diverse conditions such as dry, wet, and to replicate real-world scenarios. testing is conducted at a local . The track enables rigorous assessments of steering response, handling, braking, and cornering under extreme situations, including controlled wet surfaces and snow-covered paths. This infrastructure has been integral to Tire Rack's independent testing program since the mid-1990s. For specialized winter evaluations in extreme cold, Tire Rack utilizes a dedicated testing site in northern , operational since the , featuring vast areas of groomed snow and ice for consistent traction measurements. Following its 2021 acquisition by , Tire Rack has integrated select resources from Discount Tire's nationwide network to enhance operational efficiency while preserving the independence of its South Bend and testing facilities.

Distribution and Logistics

Tire Rack operates over 2.7 million square feet of distribution space across multiple centers , which supports next-day to the majority of customers nationwide. This extensive infrastructure ensures efficient handling and rapid fulfillment of orders, minimizing wait times for consumers ordering tires, wheels, and related components. The company's stocks products from 26 major tire brands and 60 wheel brands, utilizing just-in-time strategies implemented following its 2021 acquisition by to optimize stock levels and capitalize on the larger entity's established supplier relationships. This approach reduces excess while maintaining availability, enabling Tire Rack to respond quickly to demand fluctuations across its product lines. Tire Rack provides free shipping on all orders and includes a complimentary two-year road hazard protection plan with most tire purchases, covering repairs or replacements for damage from road hazards. Additionally, post-acquisition integration with 's network allows for hybrid fulfillment options, where customers can opt to pick up online orders at over 1,100 local or America's Tire stores for convenient access and installation. In February 2025, Rack enhanced its sustainability by replacing diesel-powered terminal trucks with electric vehicles, projected to reduce diesel usage by over 10,000 gallons annually. Technological advancements, including automated warehousing systems introduced in the mid-2000s and refined through the , have enhanced order processing speeds by incorporating conveyor systems, sorting equipment, and efficient to streamline operations across facilities. These innovations contribute to Rack's ability to maintain high-volume throughput while supporting its nationwide footprint.

Products and Services

Tires and Wheels

Tire Rack maintains a comprehensive of tires from 26 major brands, including , , , and , enabling customers to select options tailored to diverse needs. These tires are categorized by vehicle type, such as passenger cars, trucks, and SUVs, as well as by performance levels and driving conditions, encompassing all-season, summer, winter, and all-terrain variants to match specific usage scenarios like daily commuting or off-road travel. The company's wheel offerings span nearly 60 brands, featuring both and constructions designed for and across various applications. Customers utilize Tire Rack's online tools, which verify fitment based on specifications including pattern, , and load , ensuring compatibility and safe installation. These wheels emphasize OEM-equivalent , with processes that meet or exceed original equipment standards for passenger cars, trucks, and performance . Tire Rack's pricing models include bundled tire-and-wheel packages, which combine matched sets for convenience and cost efficiency, often shipped pre-mounted and balanced to simplify purchasing. This approach highlights the company's focus on high-quality, vehicle-specific assemblies without compromising affordability. Since the , Tire Rack has pioneered a consumer-direct sourcing model, procuring products straight from manufacturers and distributing them online to bypass traditional dealership markups, thereby offering competitive pricing while maintaining direct access to premium inventory.

Accessories and Performance Parts

Tire Rack offers a wide range of accessories designed to enhance safety, convenience, and aesthetics, often bundled with and purchases to provide comprehensive upgrade packages. Key items include (TPMS) sensors from brands such as Autel, Huf, and Schrader, which help maintain optimal pressure and comply with regulatory standards; lug nuts from and McGard for secure attachment; and accessories like center caps and valve stems from Konig and Tire Rack's own line. These products are selected for their compatibility with popular vehicles and are frequently shipped free on orders over $50, integrating seamlessly with core and selections. In addition to basic accessories, Tire Rack specializes in performance parts targeted at automotive enthusiasts, reflecting the company's origins in serving high-performance and car owners since its founding in 1979. Offerings include brake systems from Akebono, , and PowerStop for improved stopping power; shocks and struts from Bilstein, Koni, and KYB to enhance handling and ride quality; and alignment kits from for precise suspension adjustments. These components cater to drivers seeking upgrades for sporty driving, with an early emphasis on models like and that demand specialized aftermarket support. During the , Tire Rack significantly expanded its inventory, growing from a niche provider to offering products from over focused on enhancements. This period saw the addition of components from Eibach, , and KW, alongside tools like vehicle-specific fitment checkers that ensure safe and accurate installations by cross-referencing parts with user-selected makes and models. The expansion aligned with the rise of online retail, allowing enthusiasts broader access to upgrades without exhaustive numerical benchmarks, prioritizing and real-world applicability over every test metric. Following its acquisition by Discount Tire in December 2021, Tire Rack integrated elements from the larger retailer's inventory, broadening its selections for truck and SUV modifications to meet growing demand in those segments. New additions include off-road-focused items such as lift kits and skid plates from Rough Country and ReadyLIFT, complementing existing performance lines while maintaining the emphasis on enthusiast-grade quality. This merger enhanced omnichannel access to parts, enabling customers to leverage Discount Tire's extensive truck-oriented expertise alongside Tire Rack's testing-driven recommendations.

Installation and Support Services

Tire Rack maintains a nationwide network of over 10,000 recommended installers, enabling customers to have tires shipped directly for mounting, balancing, and services at local shops. These partnerships, established since the as part of Tire Rack's early mail-order expansion, ensure screened facilities with appropriate equipment and expertise to handle installations efficiently. Customers can select installers by , including mobile options for on-site service, with transparent pricing for these procedures. Complementing installation, provides a standard two-year road hazard protection on nearly all purchases, covering repairs up to $40 per incident or replacements up to $599 with pre-approval for damage from punctures, bruises, or impacts on maintained roads. This limited also includes 25 miles of complimentary roadside for tire-related issues, processed through a digital claims portal for reimbursements within 7-10 business days upon submission of . Exclusions apply to , , or off-road vehicles to focus protection on standard consumer use. Post-sale support extends through a 30-day return policy for unused tires and a 60-day Perfect Fit Promise for fitment issues, alongside multi-channel customer service via phone, live chat, and interactive vehicle-specific recommendation tools. Following the 2021 acquisition by Discount Tire, this support has integrated with over 1,000 physical store locations, allowing seamless hybrid experiences where customers can opt for in-person installation and service at Discount Tire outlets nationwide. This merger enhances accessibility by combining Tire Rack's online expertise with Discount Tire's brick-and-mortar network for comprehensive after-purchase assistance.

Tire Testing and Reviews

Testing Methodology

Tire Rack conducts independent tire evaluations through a multi-phase testing process designed to assess performance under controlled conditions. The methodology begins with real-world road rides on a 5.5-mile loop near the company's South Bend, Indiana, facilities, where tires are evaluated for ride comfort, noise levels, and fuel efficiency using instrumented vehicles equipped with data loggers such as the Linear Logic ScanGauge II for consumption metrics. This phase accumulates over 500 miles per tire model to simulate everyday driving, with standardized protocols ensuring consistent vehicle setups, including alignment checks and no hypermiling techniques. Subsequent phases utilize a purpose-built adjacent to Tire Rack's headquarters in South Bend for dry and wet handling, braking, and cornering assessments. Instrumented test vehicles, such as sedans and SUVs, employ accelerometers, GPS dataloggers like the Racelogic Driftbox, and timing systems to capture objective data including lap times, lateral g-forces, and panic stopping distances from 50 mph. Each undergoes multiple runs per condition—with surfaces wetted to a uniform depth for wet testing—allowing comparisons across metrics like treadwear projection and subjective handling feel scored by expert drivers. For winter performance, evaluations shift to a dedicated site in northern , focusing on and traction through acceleration, braking, and slalom tests under sub-zero conditions. Tire Rack has employed this instrumented approach since the mid-1990s, initiating formal independent testing in to provide unbiased rankings free from manufacturer influence. Annual test cycles involve specialists conducting over 10 comprehensive evaluations each year, covering dozens of tire models across categories like all-season and performance summer tires, with protocols emphasizing identical baseline vehicles and environmental controls for . Following the 2021 acquisition by , Tire Rack's core testing framework has remained focused on in-house objectivity, supplemented by broader operational synergies without altering the independent evaluation process.

Publications and Consumer Resources

Tire Rack publishes detailed tire test reports throughout the year on its website, tirerack.com, featuring comparative across categories such as ultra-high- summer tires, grand touring all-season tires, and all-season options for SUVs and pickups. These reports include charts evaluating metrics like wet and dry traction, , ride comfort, and noise levels, drawn from controlled track testing and real-world road evaluations involving over 500 miles per tire. The company also aggregates survey collected since 1997, encompassing 244,822 surveys representing 3.34 billion miles of driving experience across 775 tire models (as of November 2025), to provide satisfaction ratings on longevity, handling, and overall value. To support informed purchasing, Rack offers a range of consumer resources, including the Tire Decision Guide, an interactive tool that recommends tires based on specifications, conditions, and user preferences. fitment tools allow users to search by make, model, and year to ensure compatibility, while extensive video reviews showcase head-to-head comparisons, installation tips, and performance demonstrations from Tire Rack's testing facilities. These resources are refreshed quarterly, incorporating the latest survey inputs from hundreds of thousands of customers to reflect evolving trends in tire satisfaction and real-world performance. Historically, Rack's publications began with printed mail-order catalogs in the early . By the late , as the focus shifted toward digital formats—including website-based catalogs and newsletters—the company delivered timely updates on products and testing insights. Test data from Tire Rack's evaluations is seamlessly integrated into purchase recommendations through tools like the Decision and ratings charts, enabling consumers to filter options by verified performance outcomes and survey feedback, thereby guiding selections toward tires that align with specific needs such as for electric vehicles or all-season versatility. This approach leverages the company's extensive testing and consumer data to enhance decision-making during the process.

Motorsports and Sponsorships

Racing Series Partnerships

Tire Rack has maintained a long-standing title sponsorship as the Official Tire Retail Partner of the Sports Car Club of America (SCCA) since the mid-1990s, with formal designation beginning in 1995 for national programs and expanding in 2013 to broader sponsorship including the Tire Rack SCCA schools. This partnership supports key SCCA activities such as autocross events, Club Racing competitions, and the annual Run-Offs national championships, where Tire Rack provides exclusive tire supply, technical expertise, and branding opportunities to enhance participant access to performance tires. In 2022, Tire Rack established an associate sponsorship with in the NTT , supplying tires and featuring branding on vehicles driven by prominent racers including and two-time series champion . The collaboration has included primary sponsorship appearances, such as on McLaughlin's No. 3 Chevrolet at the 2025 Chevrolet , allowing Tire Rack to showcase its products in high-speed professional racing while benefiting from the team's visibility and success, including Newgarden's 2023 Indianapolis 500 victory. Since 2019, has served as the official store for the Sportscar Racing Association (SVRA), supplying for its and historic racing events across . This partnership emphasizes Tire Rack's role in providing specialized options for classic vehicles, with benefits including exclusive supply agreements, on-site support at races, and prominent branding on SVRA platforms to reach enthusiasts of motorsports. These racing series partnerships deliver mutual advantages, such as exclusive tire provisioning that ensures competitors use Tire Rack-approved products, vehicle branding for increased consumer exposure, and data-driven insights from performance to refine tire offerings for retail customers.

Event and Track Sponsorships

Tire Rack has actively sponsored discrete motorsports and facilities, emphasizing its role in enhancing racing infrastructure and fan experiences. A prominent example is its sponsorship of the TireRack.com Battle on the Bricks, an WeatherTech SportsCar Championship endurance race held on the road course. The partnership began in 2023 and was extended through 2026, featuring a multi-day with practice, qualifying, and a feature race across four classes, originally 2 hours and 40 minutes in 2023 but expanded to a six-hour endurance race in 2024 and 2025. In April 2025, Tire Rack announced a multi-year agreement with , securing for the refurbished Tire Rack Bridge—a historic structure spanning the track between turns 3 and 4—and serving as title sponsor for the TireRack.com Monterey SportsCar Championship event. This sponsorship supports track maintenance and upgrades while integrating Tire Rack branding into the facility's infrastructure. Tire Rack also provides ongoing support for endurance-focused events through its title sponsorship of the ChampCar Endurance Series, which features amateur road racing at various U.S. tracks. Initiated in 2019, the partnership continues to promote accessible endurance racing with Tire Rack branding and product integration. Additionally, the company has organized one-off promotional events tying its racing interests to other sports, such as hosting track experiences at its South Bend facility for media coverage ahead of Notre Dame football games. Since the , Tire Rack's event sponsorships have included infrastructure contributions like trackside branding and tire provisions for safety and performance, as seen in its support for facilities such as and series-adjacent events. These efforts underscore Tire Rack's commitment to bolstering track operations and racer safety without direct involvement in team-specific agreements.

Marketing and Community Involvement

Advertising Strategies

Tire Rack has relied heavily on since launching its website in 1997, with a strong emphasis on (SEO) to attract users researching tires and wheels. The company's site features extensive content, including independent tire tests, consumer surveys, and vehicle-specific recommendations, which optimize for organic search rankings and drive significant traffic to review and comparison pages. Complementing SEO, Tire Rack employs (PPC) advertising on platforms like to target high-intent queries, ensuring visibility for users seeking tire recommendations or purchases. In addition to search-based tactics, Tire Rack utilizes newsletters and targeted digital ads informed by user-provided , such as make, model, and year, to deliver personalized promotions and highlight test results that foster consumer trust. These efforts leverage collected information like purchase history and preferences to tailor content, enhancing engagement and conversion rates. The company also sends promotional updates for vehicle-specific products and services, further personalizing outreach. Tire Rack's evolved from traditional mail-order catalogs in the late , which built its initial customer base through print and phone sales, to broader digital channels post-2010, including campaigns on platforms like , , and . These campaigns often promote tire performance insights and seasonal deals, with effectiveness measured through online conversion tracking. Television spots, starting in 2009, have featured humorous narratives emphasizing ease of online ordering and expert advice, airing nationally to complement digital efforts. Following its 2021 acquisition by , Tire Rack integrated with the retailer's network to create an experience, synergizing with in-store promotions by cross-promoting exclusive web deals and leveraging combined expertise for joint marketing initiatives. This merger enables seamless customer transitions between on Tire Rack and physical services at locations, boosting overall reach.

Educational and Community Initiatives

Tire Rack has long supported educational programs focused on driver , particularly through partnerships with automotive organizations. Since 2002, the company has served as the title sponsor for the Tire Rack Street Survival program, a national initiative developed by the Car Club of America Foundation in collaboration with the Sports Car Club of America (SCCA) and other clubs like the Porsche Club of America. This hands-on teaches teenagers vehicle control techniques, including understanding handling limits in situations, using their own on pads and surfaces to emphasize real-world . By 2021, the program had reached over 30,000 students across more than 1,200 schools nationwide, aiming to reduce teen driving accidents through practical and vehicle education. Additionally, Tire Rack partners with the SCCA on the Starting Line school, an entry-level program for automotive enthusiasts that includes workshops to prepare participants for and track events. In its headquarters community, Tire Rack engages in local initiatives that blend and . The company sponsors Athletics, supporting varsity programs that foster community ties and youth involvement in sports, which indirectly promotes safe driving awareness among local families. In 2025, Tire Rack led a sustainability project by deploying electric terminal trucks at its distribution center, reducing emissions and enhancing air quality for residents while educating employees and the public on eco-friendly in the automotive sector. Tire Rack provides extensive free online resources to promote tire maintenance and for consumers. These include downloadable guides on tire care, such as the Tire Maintenance, Safety and Warranty Manual, which covers schedules, pressure checks, and damage inspection to extend tire life and prevent accidents. The company also participates in National Tire Safety Week, an annual U.S. Tire Manufacturers campaign highlighting proper , tread depth, and through educational content on its website. Complementary tools like the TireWise section offer maintenance logs and advice on seasonal changes, accessible to a broad audience via Tire Rack's digital platforms. Following its 2021 acquisition by , Tire Rack's educational efforts have integrated with the parent company's safety priorities, maintaining and expanding access to programs like Street Survival without interruption. This alignment supports broader outreach in auto education, including Discount Tire's Your Safety, Your Life initiative, which rewards customers for tire maintenance practices to encourage proactive safety habits.

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