MONROE, Ind. (June 15, 2000) — Zurcher Tire Group, one of North America´s largest dealership networks at more than 170 outlets, launched its ``Best One Tire & Service´´ marketing program the week of June 12 with the debut of television, radio and print advertising in five key midwestern markets.
Best One Tire is the common identity under which the 170-plus retail stores of the Zurcher Group will now operate. Each of the 80-plus Zurcher Group partner dealerships will retain its own name, but will add Best One signage to take advantage of group identity, said John Miller, director of retail development.
The group´s 80-plus commercial locations have adopted the Best One Fleet Service tag.
Best One´s television spots debuted the week of June 12 on network and local news programs in Evansville, Fort Wayne, Indianapolis and South Bend, Ind., and Lexington, Ky., Mr. Miller said, and are being supported by radio, direct mail, newspaper inserts and print advertising. The ads´ jingle ends with, ``I always choose the Best One.´´
Zurcher Group operates under more than 80 different names throughout its seven-state operating area, but founder Paul Zurcher — owner of Zurcher Tire Inc. in Monroe — is the common thread, owning a share of all the dealerships involved. Mr. Zurcher´s first store, in Monroe, opened in 1948, but it was not until the early 1960s that he started expanding with partnerships.
The group calls itself Bridgestone/Firestone´s largest U.S. buying group, and it is considered one of Goodyear´s largest dealerships as well.
The group´s retail holdings stretch across seven states, Indiana, Illinois, Michigan, Missouri, Ohio, Kentucky and Tennessee, although it has wholesale affiliates in other states. The commercial side of the business includes Premier Bandag Inc., North America´s 7th largest truck tire retreader.
Among the larger individual dealerships involved are S&S Tire Inc., 18 stores in Kentucky and Tennessee; Indy Tire Centers, nine stores in Indianapolis; Monteith Tire in Warsaw, Ind., with eight stores; Southern Illinois Tire, with seven stores; and Southern Indiana Tire with six.
The Best One concept has been in the works for more than two years, and has been undergoing test marketing for nearly a year in several key markets. The Best One logo features a smiling tire as the ``O´´ in One, and is red, black and yellow.
Nearly all the Zurcher Tire Group affiliates already have Best One store displays and advertising material, Mr. Miller said, but outdoor signage is just starting to be made available.
Best One stores carry most major brands, but the group´s featured retail brands are Bridgestone, Firestone, Goodyear, Mastercraft and Yokohama.