While the group's 200-plus members aren't 100-percent unanimous in embracing the change, a core group of dealers has converted 28 stores already, and the group expects 41 more to be flying the Point S flag and blue and green color scheme by mid-summer and 80 to 100 before year-end, according to Walter Lybeck, acting CEO.
“We've seen overwhelming support for and commitment to the direction we're heading as an organization,” he said.
The group is offering members who convert up to $25,000 in funds through year-end to cover new signage, repainting and other rebranding measures. In order to assuage those in the group who still feel strongly about the Tire Factory brand, the group offers a co-branding option through 2019, although it's not encouraged.
Tire Factory also is offering advice on rebranding/remodeling, including computer-generated mockups.
The advertising/promotion campaign will feature a number of “What's the Point?” messages, all pointing to what the “S” stands for — service, selection, safety, satisfaction.