Retail

Direct Tire promotion aims to keep kids safe

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Fearing that economic burdens facing parents in his market are forcing some to put necessary vehicle repairs on the back burner, Barry Steinberg, CEO of Direct Tire & Auto Service in Watertown, Mass., is giving away four vehicle makeovers to winners of its "Safe Ride For Kids" promotion.

The four winners will get to have Direct Tire technicians go over their vehicles and replace and repair any safety issues that they have. Safety-related items might include tires, brakes, shocks, suspension components, tune-ups, batteries, air conditioning, alignment, fluid exchanges and wiper blades.

Direct Tire also will provide a loaner car while repairs are done, a $100 gas card and a one-year membership to AAA of New England.

The program is being offered with the help of Boston radio station Magic 106.7 FM, Toyo Tire U.S.A. Corp., AAA and Gold Standard Auto Parts.

Radio listeners and Direct Tire customers can fill out an application form on the company's Web site, www.directtire.com, or at one of the four Direct Tire locations.

"This is all about helping people keep their cars safe, and for those who can't afford it, do it for free. Brakes, tires, shocks, tune-ups, wheel alignment, suspension repair, mufflers you name it and it will be totally free," says Steinberg.

Steinberg was Modern Tire Dealer's first Tire Dealer of the Year in 1993.

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