Tireco Inc.’s Milestar brand is on the rise thanks to investments in its products, programs and dealer network, a point the company drove home via a recent ride-and-drive event in Moab, Utah.
Over a day-and-a-half, Milestar distributors and dealers put two off-road light truck tires – the Milestar Patagonia X/T and the Milestar Patagonia M/T-02 – to the test by driving across 25 miles of extreme, unforgiving terrain.
A first for the Milestar brand, the ride-and-drive was designed “to highlight the comprehensive benefits that Milestar brings to the table,” while giving dealers and distributors an opportunity “to experience first-hand the performance, durability and real-world capability of the Patagonia M/T-02 and the Patagonia X/T in an environment they were designed for,” Andrew Hoit, president of Milestar Tires, told MTD during the event.
“The event isn’t just about driving. It’s about building confidence. We’re showing our partners that Milestar isn’t just a brand – it's a performance brand. The message we’re sending is that we stand behind our products, we invest in our partnerships and we’re here for the long-haul."
“Independent tire distributors and dealers remain essential to our growth strategy,” said Hoit. “They’re the ones connecting with consumers, making recommendations and ultimately shaping the perception of our brand at the ground level.”
Extreme performance
Hoit told MTD that while neither product is brand new to the market, the Milestar Patagonia X/T and the Milestar Patagonia M/T-02 “have quickly established themselves as stand-out options in their categories.
“The Patagonia X/T is our hybrid solution that fills the gap between all-terrain and mud-terrain – what the industry now refers to as the rugged-terrain (R/T) segment. It combines aggressive styling and off-road capability with daily drivability and comfort.”
Available in 42 sizes and fitting wheels ranging from 15 inches to 22 inches in diameter, the tire, which targets light trucks and SUVs, “features an aggressive tread pattern and a robust shoulder design, making it ideal for those who want weekend trail performance without sacrificing weekday ride quality.”
The Patagonia M/T-02, which comes in 33 sizes, is the Milestar brand’s “maximum-traction tire, engineered specifically for off-road enthusiasts. It’s built with serious capability in mind (and is) available in true enthusiast sizes, up to 42 inches in overall diameter. This tire delivers tier-one performance in traction, durability and reliability at a price point that’s much more accessible.”
The R/T segment, in particular, has experienced “tremendous growth in the past few years,” said Hoit. “Consumers are demanding more versatility from their vehicles. They want something that looks aggressive (and) can handle off-road adventures,” while delivering a comfortable ride during daily commutes.
“When we launched the Patagonia X/T, it was early in the R/T revolution. Now, R/T has become the definition of the (light truck tire) segment.”
Ride-and-drive participants told MTD they were impressed by the performance of both tires.
“This just gives me more confidence selling them,” said Josh Allen, manager of Washington, Iowa-based Washington Discount Tire, during the event. “We sell a lot of Milestars. People like them. Our customers who buy Milestar continue to buy Milestar.”
Carson Heath, service advisor at Iowa City Tire in Iowa City, Iowa, said he was “thoroughly impressed” by the tires’ performance.
Garie Damer, who runs the sales counter at Karmark Tire & Automotive in Galesburg, Ill., and Ed Roberts, sales manager at Roberts Tire Center in Burlington, Iowa, echoed Heath and Allen’s comments.
“They’re all-around good tires,” said Damer. “I’m impressed.”
Roberts' dealership has sold Milestar brand products for a number of years. The Patagonia M/T-02 is well-positioned for “off-road enthusiasts” and the Patagonia X/T, he noted, will appeal to “a broader spectrum” of customers.
Building Momentum
Hoit told MTD that Milestar Momentum, an associate dealer program that Tireco launched in October 2024, has been one of the key drivers of the Milestar brand’s growth.
Among other features, Milestar Momentum provides quarterly bonus incentives at multiple pay-out levels; a wide array of distributor and dealer resources and support tools, including online training offered through the Milestar Academy; inclusion in Milestar’s online dealer locator; advanced performance tracking and more.
“We’ve had incredible engagement” with Milestar Momentum, said Hoit. “You want 70% or plus of your associate dealers to qualify for pay-out and we’ve exceeded that every quarter so far.”
Milestar Momentum’s pay-outs, he added, “are on par with any tier-two associated dealer program."
Milestar Momentum represents “a sizable investment. It's a long-term commitment to the independent tire dealer and the Milestar brand.”
Tireco “is very excited” about the Milestar brand’s growth, said Hoit. “You have to have components for each leg of distribution. We have a great program for our distributors. Then we have Milestar Momentum, which is there to incentivize loyalty and (boost) the profitability of the dealer. And then for the consumer, we have rebates for the Milestar brand, which has been a significant differentiator for us. We’re focused on sell-in, sell-through and sellout.
“We’re acting like a tier-two brand in every sense, but we still have the tier-three value proposition and acquisition cost. We feel like we’re standing out in the third tier and everyone is starting to see the Milestar value proposition.
“We’ve been very intentional about where Milestar sits in the market,” Hoit told MTD. “It’s not just about price. It’s about delivering real performance and reliability at a price that makes sense. That’s allowed us to earn the trust of both dealers and end users who are looking for quality without compromise.
"Our growth wouldn’t be possible without our distributor and retail partners. Programs like Milestar Momentum, volume-based incentives and national consumer promotions have helped drive engagement and loyalty. We listen closely to our partners and make decisions that support mutual growth. We want them to get a better understanding of who Milestar is, how our products perform, how we're listening to them and how we're bringing programs and benefits to the table that help us both sell more tires."
