FREDERICK, Md.Donald B. Rice Tire Co. Inc. has shortened its name to Rice Tire and refreshed its logo to include the new slogan, Experts in Tire Solutions.
In its 55 years in business, customers often have referred to the company as Rice Tire, the dealership said, so the updated name reflects common customer preference and usage.
According to Rice Tire, the new logo and slogan represent the company's evolution into a trusted source of products and services.
Services offered by Rice Tire include balancing, alignments and emergency road assistance for fleets, along with commercial tire repair and retreading.
Rice Tire operates nine service center locations in Maryland, Virginia and Washington D.C., which service retail, commercial and wholesale customers.
In addition, the company has wholesale distribution centers in Frederick and Cumberland, Md., a retreading facility in Winchester, Va., and a fleet of more than 70 delivery and emergency road service trucks.
Donald B. Rice Sr., went into business for himself in 1929, opening a Gulf Service Station in Frederick before forming Donald B. Rice Tire in the 1950s in order to accommodate the growing local market for construction and commercial vehicle tires, according to the company's website.
Mr. Rice passed away in 1987, but his youngest son Ken Rice is the company's chairman. The dealership's management team includes Ken Rice's son, Ken Rice II, and his son-in-law, Chris Chase, who is CEO.