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July 21, 2022 05:05 PM

Wholesaler TireHub on 'dynamic trajectory' for future

Tire Business
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    TireHub, a tire distribution joint-venture between Bridgestone Americas Inc. and Goodyear, has plans to increase its footprint and deliveries in both current and new markets, according to TireHub CEO Ted Becker. The tire wholesaler's adaptability has put it on a "dynamic trajectory," and it is poised to grow, Becker told Tire Business for its annual Mid-Year Report.

    How would you describe business thus far in 2022?

    I am pleased that we remain on a dynamic trajectory, and our growth continues to outpace the market. Like many companies and industries, TireHub has been challenged in 2022 by rising costs, a tight labor market, evolving consumer preferences and other macroeconomic factors. However, we have been able to adapt to these challenges.

    Ted Becker

    How would you describe customer confidence in your market?

    Our customers are also having to adjust to inflationary headwinds, industry changes and evolving consumer preferences. They are watching current circumstances while being open-minded to new solutions that help solve present-day business needs. We are committed to supporting them in this environment.

    How do consumer tire orders compare with last year?

    Our growth is exceeding our expectations, with business above pre-pandemic levels. We outpaced the market significantly in both 2020 and 2021 and are working hard to continue that momentum in 2022.

    How do commercial tire orders compare with last year?

    We continue to grow our commercial business year over year and are targeting to increase our share in this segment through 2022 and beyond.

    How has the ordering behavior of dealers changed this year?

    Both our Tier 1 and Tier 2 business remains strong. The majority of our growth comes from the breadth and depth of the premium Goodyear and Bridgestone products we distribute. Additionally, we have seen volume increases in our Tier 4 business consistent with what's happening in the market.

    TireHub is a tire distribution joint-venture between Bridgestone Americas Inc. and Goodyear.

    What types of product shortages have you experienced this year?

    Both Bridgestone and Goodyear are committed to supporting TireHub's growth plans. These strong, collaborative supply relationships allow us to deliver on our promise to provide the right tires to dealers when they need them.

    When you were named CEO (earlier this year), you were tasked "to help dealerships grow their businesses." What are your plans to accomplish this?

    Our goal is to be the leading wholesale tire distributor in the United States. We are focused on differentiating ourselves through leading customer experiences and are investing in several areas of our business.

    From a technology perspective, we continue to deploy integrations that allow customers to seamlessly connect with TireHub through their systems. We continuously use customer feedback to improve our technologies with the goal of providing them with features that make it easy to do business with us.

    Additionally, we are expanding our footprint. We are opening TireHub Logistics Centers (TLCs) in new markets and we are expanding our presence and increasing capacity in existing markets. Our goal is to provide better service and more deliveries to current customers and introduce TireHub and our premium offerings to new customers.

    In the last 12 months, we have established a presence in the new markets of McAllen, Texas, and Tucson, Ariz., with more to come. We are opening our second metro-Chicago location in July, and we significantly increased the capacity of our facilities in the New Orleans (Metarie), Memphis and Atlanta (Kennesaw) markets.

    We have sharpened our focus on the quality of our inventory over the last nine months. We are unmatched in the breadth and depth of Goodyear and Bridgestone products, which is an advantage for us and our customers. Having the right product at the right time for customers allows them to grow their business.

    Finally, we are investing in providing leading service to customers. Retail patterns are evolving and customers are adapting to another "new normal." Our promise to dealers is that we will continually address and improve our frequency and timing of deliveries to meet their needs. Whether a customer needs enhanced Saturday deliveries, specific delivery windows or adjusted route timing, we are committed to providing them with the tires they need, when they expect them and in a way that complements the complexities of their daily operations.

    How has adding the Cooper tire lines impacted TireHub's business?

    We are thrilled that we can provide Cooper tires to our customers. Cooper perfectly complements our existing portfolio and offers TireHub another way to meet the needs of existing customers and attract new customers. We are excited about continued growth with Cooper in the future.

    Does TireHub, which already carries Toyo, plan to add other brands?

    TireHub is unique in that we're a premium brand-focused distributor. We are proud of our brand portfolio and remain focused on providing our customers the best possible experience with our current offerings. We will continually re-evaluate our strategy to remain competitive in the marketplace so that we give our customers the tires they want, when they want them. We will always make sure our customers' needs are met.

    What kind of trends are you seeing in the wholesale market?

    SKU proliferation continues to challenge dealers, even more than before the pandemic. As such, the need for forward-deployed inventory, just-in-time inventory and rapid deliveries is growing rapidly. We remain focused on expanding our nationwide footprint and maintaining the industry-leading breadth and depth of Bridgestone and Goodyear products. Our customers need access to our tires quickly and meeting their needs is priority.

    What do you see as your biggest challenge for the second half of the year?

    I see macroeconomic uncertainty as the biggest challenge for the second half of the year.

    What were some of the changes your company implemented to tackle these challenges?

    One macroeconomic challenge companies are currently faced with is the tight labor market. Hiring and retention is a challenge for everyone right now. However, we've said from day one that people are one of our strongest assets. We continue to invest in our culture and take care of Hubbers (employees) both personally and professionally. We are investing in career planning and professional development so Hubbers can grow within the company. We have great benefits and employee-assistant programs to support their well-being.

    We launched a scholarship program last year to support tuition for the children or grandchildren of our TLC Hubbers. We created a fund dedicated to helping Hubbers during hardships. We have four employee resource groups who promote a diverse and inclusive environment.

    We are fortunate to attract great talent across all levels of the organization, from drivers to automotive industry executives. We believe in the strength of our culture — and invest in it heavily— because Hubbers are the secret to our success. Ultimately, this helps us serve customers better because the success of our Hubbers and customers is intertwined.

    How did your 2021 sales compare with 2020?

    We saw significant growth as a company and when compared to the market.

    How do you expect your 2022 sales will compare with 2021?

    We're pleased with how 2022 is shaping up and expect to continue exceeding market growth rates.

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    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

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