Published on July 17, 2014

Bridgestone rebranding GCR network

NASHVILLE, Tenn. (July 17, 2014) — Bridgestone Americas Tire Operations L.L.C. is rebranding its 200-plus outlet commercial tire service network in North America as GCR Tires & Service in an effort to standardize the unit’s service offerings, hours, etc.

“GCR is respected within the industry for delivering trusted quality brands including Bridgestone, Bandag, Firestone and Dayton products, top customer service and dependable workmanship time after time,” said John Vasuta, president of GCR Tires & Service.

The rebranding will affect the company’s 173 GCR Tires and 39 TDS Tire Distribution Systems outlets in the U.S. and 39 GCR Tire Centres in eastern Canada.

Bridgestone’s Speedco Truck Lube & Tire and Truck PM Plus truck maintenance operations are not affected.

“Keeping fleets and businesses moving is job one for our customers, and a primary focus of the entire GCR team," Mr. Vasuta said. "This rebranding reaffirms our continuing promise to always deliver best-in-class experience and outstanding service.”

Under the rebranding, GCR is standardizing the service experience across all of its locations, offering the same hours of operation, technicians that are all Tire Industry Association-trained, a nationally connected sales force, and one website for all locations, the company said.

Bridgestone Americas photo
John Vasuta, president of GCR Tires & Service since May this year.

The service offerings include tire maintenance and repairs, on-site service, 24-hour emergency response and availability of Bandag retreads.

Phase one of the rebranding involves new signage, which will include vehicle identification, uniforms, business cards, collateral and store signs, according to company officials. Eventually, GCR stores will undergo design improvements, including paint schemes, waiting room design and, in some cases, physical property changes.

Bridgestone took over GCR in 1988 with its acquisition of Firestone Tire & Rubber Co. The letters of GCR reflect the last names of the original dealership founders Balie Griffith, Harold Crawford and Perry Rose. The first GCR operation opened in 1945 in Odessa, Texas.

Bridgestone integrated Bandag Inc.’s TDS Tire Distribution System network of commercial service stores into GCR after it bought Bandag in 2008.

For more information about GCR Tires & Service, visit its website.

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