Direct Tire's Steinberg adds a van to his fleet of loaner vehicles

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Barry Steinberg, the innovative tire marketer from Watertown, Mass., is at it again.

The owner of Direct Tire Sales, Steinberg has a fleet of 36 loaner cars at his four stores in Massachusetts. Now he is "decommissioning" one of the company's trucks and turning it into a loaner van.

"We do substantial fleet business," he says, singling out contractors, electricians, plumbers and locksmiths that require a van and can't afford downtime when their vehicles need maintenance.

The van will come complete with a maganetic sign promoting "Loaner vehicle compliments of Direct Tire" (although the sign can be removed if need be, Massachusetts requires commercial vans to have proper signage).

In 1993, Steinberg was named Modern Tire Dealer's first Tire Dealer of the Year. He says he is putting the finishing touches on opening up his fifth outlet.

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