Winston Tire Company
| File:Corporate logo for the defunct Winston Tire Company chain.jpg | |
| Company type | Private company |
|---|---|
| Industry | Automotive and Manufacturing |
| Founded | 1962 |
| Founder | Sam Winston and Ray Oliver |
| Defunct | 2002 |
| Fate | Acquired by Goodyear Tire and Rubber Company. Some locations were converted into Just Tires stores, others were sold to independent dealers and third party owners. |
| Headquarters | , |
The Winston Tire Company was a U.S.-based tire manufacturer and automotive service provider headquartered in Burbank, California. Established in 1962 by Sam Winston and Ray Oliver, the enterprise operated until 2002 when it was acquired by the Goodyear Tire and Rubber Company.
History
Following the death of his father, Sam Winston began selling tires as a teenager. When his mother remarried Ray Oliver, the two joined forces in 1962 to launch a wholesale tire business. After two years, they inaugurated their first retail outlet in Glendale, operating as a Delta Tires franchise. Meanwhile, Sam earned a Bachelor's degree in Economics from the University of Southern California in 1964.
Initial expansion was gradual; only four additional stores were opened during the first four years. However, growth accelerated considerably over the subsequent twenty years. In 1971, Sam introduced the company's proprietary tire brand, Winston. By 1976, the business had expanded its offerings to include brake services and wheel alignment repairs.
Sam's role in advertising
Starting in the 1980s, Sam Winston became the face of numerous television and radio advertisements for Winston Tire. According to Jean Craig, a key figure at Kresser Craig Inc., Winston Tire's advertising agency since 1982, Sam was reluctant to serve as the company’s spokesperson but agreed due to his established reputation within the industry. His presence attracted significant consumer attention and maintained high brand visibility. Competitors acknowledged that these advertisements contributed to Winston Tire's market growth.
Legal challenges, financial difficulties, and Sam's passing
In 1993, Winston Tire's reputation suffered following a state investigation that revealed some stores performed unwarranted vehicle repairs. Undercover agents from the California Department of Consumer Affairs submitted well-maintained vehicles to various Winston locations and found customers were overcharged by more than $125 for unnecessary parts and services. That year, Winston Tire settled out of court for $1.4 million, reimbursing $450,000 to approximately 20,000 customers. The settlement did not include an admission of guilt; however, the company implemented several consumer protection initiatives thereafter.
For fiscal year 1994, Winston Tire reported a loss of $647,000 on sales totaling $134.9 million—a slight improvement from a $1.2 million loss on $147.7 million in sales during 1993, according to Dun & Bradstreet data. Despite these setbacks, CEO Tom Bonburg maintained that Winston Tire remained profitable.
A significant setback occurred on September 26, 1995, when Sam Winston died in a car accident in Utah. He was ejected from a 1995 Jeep Wrangler driven by his wife Demetra after losing control of the vehicle. At that time, the company operated 172 outlets across California and Arizona.
Changes in ownership, insolvency, and Goodyear acquisition
In May 1997, the Heafner Tire Company, presently known as American Tire Distributors, purchased Winston Tire. Subsequently, on May 15, 2001, Heafner divested the chain to Performance Management, Inc., headquartered in Lafayette, Louisiana.
Winston Tire sought Chapter 11 bankruptcy protection on January 19, 2002.
Later that year, on October 28, 2002, Goodyear Tire and Rubber Company, which had long supplied Winston Tire, acquired its assets. Goodyear transformed 44 out of the chain’s 97 stores into Just Tires locations while selling the remaining outlets to independent Goodyear dealers and other third-party entities. This transaction marked the conclusion of Winston Tire’s operations after four decades in the market.