Published on March 3, 2014

Tire Rack co-founder Pete Veldman dies

(Tire Industry Association photo)
Pete Veldman

SOUTH BEND, Ind. (March 3, 2014) — Tire Rack Inc. co-founder Pete Veldman, 87, died this morning, according to company Vice President Matt Edmonds.

Details and funeral arrangements will be provided at a later date, he said.

The South Bend-based online/mail-order retailer was founded as a tire store in 1979 by Mr. Veldman and his son-in-law, Mike Joines. In 1982 the company shifted its focus to a mail-order marketing operation. The original store continued to operate until 1990 when Tire Rack decided to focus on wholesaling.

In 2005, Mr. Veldman sold his minority share in the company so he and his wife Wilma could retire and focus on their charitable interests.

He was inducted into the Tire Industry Association's Hall of Fame in 2012 in recognition of his forward thinking and seeing a need for customers to acquire tires easily and efficiently.

Under his leadership, Tire Rack became a leader in the online direct-to-consumer tire business. Its website provides more than 50 million annual website visitors with test results, tire selection, reviews and shipping options.

Tire Business file photo by Bruce Davis
Tire Rack Founder Pete Veldman (right), trading stories with fellow Tire Industry Association Hall of Famers (L-R) Bruce Halle of Discount Tire/America's Tire, Marge Kruder (accepting on behalf of her husband Paul, founder of CIMS), and Randy Clark, chairman and president of Dunn Tire L.L.C., at the 2012 SEMA Show/TIA Awards Ceremony in Las Vegas.

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