EDMONTON, Alberta — Kirks Tire, a retail, commercial and wholesale stalwart for the past several decades in western Canada, is switching the brand allegiance for its 20 commercial/retail outlets to Trail Tire.
The decision by the Lethbridge, Alberta-based dealership, in its 87th year in business, expands the network of Trail Tire-affiliated outlets to 75 locations throughout the four western Canada provinces — Alberta, British Columbia, Manitoba and Saskatchewan.
The move brings together two independent dealerships with a "longstanding mutual respect and friendship" between the groups' leadership, Trail Tire principal Allen Ambrosie said, and will allow the Trail Tire banner "to be a dominant player throughout Western Canada."
Both companies have roots that date back over five decades and both were part of the Integra Tire marketing partnership in 2013 when it was reincorporated by then President and CEO David Cosco. Prior to that, the Kirk and Ambrosie families were involved in rebuilding the Tirecraft brand following that group's bankruptcy filing in 2008.
Kirks Tire's outlets have been operating under the Tirecraft banner for the past several years but will rebadge as Trail Tire in the coming months.
Kirks Tire Principal Brad Kirk, a third-generation tire dealer, said he decided to ally with Trail Tire because he believes in the business' core message — "never promise more than we can deliver and always give the customers more than they expect" — and the goodwill it generates among the program's participants.
