TBC launches 'TireAmerica' online consumer site

PALM BEACH GARDENS, Fla. — TBC Corp. has launched a platform, TireAmerica.com, to sell tires directly to consumers online using the company's extensive wholesale and retail assets.

TireAmerica.com operates similarly to other online retail platforms, offering consumers the choice between searching by vehicle type and tire size. TireAmerica's tagline is "Your Tires. Your Way."

Once the customer makes a purchase, he or she is directed to make an appointment at one of the platform's 1,413 installer locations — predominantly TBC Retail (NTB, Merchant's Tire and Tire Kingdom) stores as well as franchised Big O Tires and Midas locations.

Sample searches on the site revealed a few independent dealer locations as well.

TBC offers independents the opportunity to become a "non-exclusive preferred installer" for purchases made on TBC-owned online platform(s).

The contract obligates those wanting to become preferred installers to "employ qualified and properly trained technicians capable of safely performing damage-free and correct installations for any products drop shipped and to use the proper mounting, balancing and alignment equipment to perform proper and safe services without damaging the products."

The site lists the installation fee the customer will be charged; the fees vary from $11 to $23 per tire, depending on size and brand, according to a random search of the site.

One such installer listed, City Garage DFW, sees the arrangement as an opportunity to gain customers with little if any acquisition costs, according to Scott Morrison, director of advertising and marketing for the Dallas-based auto repair facility,

"It gives us a change to reach a customer we'd likely not otherwise attract," he said. "We see this as opportunity to go after the 'family fleet' business" if we treat them right on that first visit.

The business' Twitter site's first posting is dated May 16.