NASHVILLE, Tenn.—Bridgestone Americas Tire Operations (BATO) 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.
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. This rebranding reaffirms our continuing promise to always deliver best-in-class experience and outstanding service,” said John Vasuta, president of GCR Tires & 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. The service offerings include tire maintenance and repairs, on-site ser-vice, 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.