Retail

Mountain View Tire tries new format

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Rancho Cucamonga, Calif.-based Mountain View Tire & Service Inc. will soon offer a "good-better-best" product format at its 39 stores.

The 15-year-old dealership has brought Goodyear Tire & Rubber Co.'s Republic line in as its entry-level, "good" tire.

The Dunlop brand, which Mountain View will introduce within 40 to 60 days, will occupy the company's "better" slot, according to Mountain View Vice President Chris Mitsos.

Mountain View will only sell light truck and performance Dunlop products, Mitsos says.

Goodyear brand tires, which the company has offered since it was founded, will comprise its "best" selection.

"We want 80% to 85% of our sales to still be the Goodyear brand," Mitsos says. "But we need to become more things to more people."

Mountain View also will break ground on a new store in Camarillo, Calif., before the end of the second quarter. Camarillo is roughly 40 miles north of Los Angeles, Mitsos says.

The family-owned dealership has 23 retail stores in the Los Angeles area and 16 stores in and around Las Vegas, Nev. It reported $46 million in sales during the year 2000 and is the 26th largest independent tire store chain in North America, according to Modern Tire Dealer research.

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