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Tire Discounters Makes Significant Marketing Team Enhancements to Fuel Rapid Growth

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Tire Discounters, the country’s largest 100% family-owned and operated tire and service provider, today announced major enhancements to their marketing team. Former Amazon and P&G executive Chris Yapp has joined the company as its new Chief Marketing Officer.

Yapp will oversee brand strategy and all marketing efforts for the company, including the launch of Protect Your Legacy, Tire Discounters’ new franchise and aquisiton program which aims to help independent tire dealers form a succession plan and partner with the company.

He joins Tire Discounters from Amazon, where he served as head of marketing for Brilliance Publishing, the company’s division devoted to the exploding audio segment. In that role, Yapp established the marketing strategy from a blank canvas and built out an industry-leading digital marketing framework for the business. Before Amazon, Yapp held multiple brand management roles at The Kellogg Company, Scotts Miracle-Gro Company, and Procter & Gamble in both the U.S. and international markets.

Yapp’s appointment will allow Abbey Dryden to focus on leading the company’s high-priority digital marketing and customer support functions as they accelerate expansion.  Dryden is an award-winning Tire Discounters veteran, having touched and strengthened all facets of the company’s marketing and innovation program over her seven years with the company.  Dryden will now be focused on raising the bar across Tire Discounters digital marketing plans, along with overseeing the company’s entire customer service organization.   

“Adding Chris to our marketing team is the fuel we need for our aggressive growth plans. He brings exceptional marketing experience and skills that are the right combination for us at this stage of our growth, especially as we grow into new territories and leverage our national brand recognition,” said Crissy Niese, Senior Vice President and Chief Customer Officer at Tire Discounters.  “Abbey’s deep knowledge and expertise will help expand our legacy of outstanding customer service across all communication mediums, including digital, which is so critical to our aggressive growth plans.”  “The changes to the marketing team are savvy choices to further accelerate Tire Discounters’ ambitious growth plans,” Niese explained. Both Yapp and Dryden are excited about Tire Discounters’ new and organic growth opportunities, reaching new customers in new ways, and bolstering the brand---especially as the company is having early success with acquisition and franchising.

“The company is on fire; the team is incredibly passionate and we’re having a lot of fun along the way,” Yapp said, “What I’m here to do now is to expand our story and help strengthen our marketing execution across the stores and communities we operate in today.  This is a brand with significant potential that is ready to be unleashed.”

“I’ve had the pleasure of working at Tire Discounters for seven years, so an obsession with customer satisfaction is deeply ingrained in me,” Dryden said. “Our customer service team is exceptional and through our continued growth, I look forward to introducing countless new customers to our wonderful brand.  I’m also excited about the notion of building out a world-class digital marketing program that sets the pace for the category.”

The newly configured marketing team also has the unique and fun challenge of continuing founder Chip Wood’s legacy of quirky marketing tactics. Tire Discounters is renowned for its tongue-in-cheek changeable copy signs and clever, quirky approach to advertising—including the phantom tire buyer, “the home of free alignment,” or highlighting their stupid good service. “On social media, our team listens intently, responds quickly and sometimes does something a little unexpected, like answer customer questions in the form of a changeable copy sign or funny GIF,” Niese said.

The news of Yapp’s hiring and Dryden’s new role comes on the heels of other major developments at the company, including:

  • Tire Discounters recently moved its combined office operations into a new, consolidated, state-of-the-art 32,000 sq. ft. headquarters in downtown Cincinnati that houses 85 Tire Discounters employees; it was built with the company’s growth in mind and has the capacity to house 140 team members.

  • The company was recognized as “Tire Dealer of the Year,” a prestigious national industry award by Modern Tire Dealer Magazine.

  • The rollout of Protect Your Legacy, a franchise and acquisition program that offers three options to tire and automotive business owners.

  • The addition of a retail veteran, Dave Crawford, to spearhead the Protect Your Legacy program.

 

The speed rating of a tire is based on U.S. Government standards for reaching and sustaining a specified speed. Typically, a tire with a higher speed rating results in better handling. Speed ratings apply only to the tire itself, and not to a particular vehicle. Putting a tire rated for a certain speed on a vehicle does not mean that the vehicle can be safely operated at the tire's rated speed.

Tire Load Range refers to the maximum weight a tire can safely support at a specified tire pressure. For Light Trucks and SUVs, ranges are usually expressed using SL (Standard Load) and XL (Extra Load or Reinforced). It can also be represented by letters (e.g., C, D, E), which indicate the tire's ply rating, which traditionally referred to the number of layers of material within the tire.

A higher load range indicates a tire designed to carry heavier loads. For example, a tire with a Load Range E can support more weight than one with a Load Range C. The correct load range is critical for vehicle safety and performance, especially for trucks, trailers, and commercial vehicles.

Tread depth is the distance between the top of the tread rubber to the bottom of the tire's deepest grooves.  In the United States, tread depth is measured in 32nds of an inch.

A tire’s maximum load is the maximum amount of weight the tire is designed to hold. The tire’s load carrying capacity is directly related to the tire’s size and amount of inflation pressure that is actually used. Each load range has a assigned air pressure identified in pounds per square inch (psi) at which the tire's maximum load is rated.

A tire’s maximum inflation pressure (PSI) is the highest "cold" inflation pressure that the tire is designed to contain. When measuring a tire’s max PSI, it is important the tire is "cold," because warmer temperatures can cause the tire pressure to temporarily increase resulting with inaccurate readings. This measurement should only be used when called for on the vehicle’s tire placard or in the vehicle’s owners manual.

The mileage warranty of a tire indicates the number of miles that a tire is estimated to last. If a tire fails to last for the number of miles indicated by the warranty, the customer will be given credit from the tire manufacturer toward a new tire based on how many miles short of the estimate the tire fell. Some restrictions apply. 

The total width of the tire, including any raised features on the sidewall. 

This is how many layers of rubber and other materials are in the tire.  

The represents the smallest and widest size wheels that are recommended by the tire manufacturer for the tire to be mounted on. 

 

 

The measurement, in inches, from rim flange to the other rim flange. 

The maximum width of a wheel that a tire can be put onto. 

The minimum width of a wheel that a tire can be put onto.  

A tire's section width (also called "cross section width") is the measurement of the tire's width from its inner sidewall to its outer sidewall (excluding any protective ribs, decorations or raised letters) at the widest point. 

What makes up a tire; each ply, the sidewall, the tread, and bead.  

This number will tell you how well the tire will disperse heat buildup. 

This is how much weight a tire is rated to hold.

Mounting and Balancing – up to $159.96 pending wheel diameter

Lifetime Rotation – $299.90 

Lifetime Balancing – $449.90 

Lifetime Tire Pressure Adjustments – $16 

Rubber Valve Stems – $8

Tire Repair** – $140

Total = $1,073.76

*Estimate based on 4-tire purchase of 60,000-mile tires. 

**Excludes: Under 40 series, run-flats, mud tires, trailer tires, off-road vehicles, and any tire over six (6) years old.  Other exclusions may apply.

TD will repair flat tires as long as it can be done safely in accordance with Tire Industry Association (TIA) Guidelines.  Excludes: Under 40 series, run-flats, mud tires, trailer tires, off-road vehicles, and any tire over six (6) years old.  Other exclusions may apply.  See store for details.  

National accounts and local fleet not included.

Free Alignment with 4-Tire Purchase

National accounts not included.  Other exclusions may apply.

Mounting & Balancing  $76

Lifetime Tire Pressure Adjustments $16

Rubber Valve Stems $8

Lifetime Rotation $240

Total = $340

*Estimate based on 4-tire purchase of 60,000 mile tires. 

Our Nationwide Worry Free Guarantee offers FREE unlimited Tire Repairs for the entire life of your tires. If your tire can't be fixed and is over 3/32" tread, no worries, we will give you a replacement tire at any time, up to 3 years. We'll even help get your tire changed by including reimbursement for Roadside Assistance (up to $75) for the first 12 months at no additional cost. Effective: August 24, 2017. For complete details, see our warranty at any Tire Discounters location.

Components of the Tire Pressure Monitoring System (TPMS) sensor wears over time.

A TPMS Service Kit is suggested each time a tire/wheel is serviced. If left unchanged, over time, these components of the TPMS may corrode, leak or fail.

Tire/wheel service is defined as when tire is removed from the wheel.