VIP Tires & Service Opens Its 59th Location

April 18, 2019

VIP Inc. dba VIP Tires & Service has opened its fourth store in Massachusetts, and 59th location overall.

The new store, in Framingham, Massachusetts, is located at 752 Worcester Road, and opens April 18, 2019.

“For us, it’s all about finding the right opportunities — locations like Framingham where we can provide valuable auto repair and maintenance services to customers while growing our business,” says Tim Winkeler, president and chief operating officer for VIP. “Route 9 is one of the busiest roads in Massachusetts, and that means a lot of people with car care needs. With our roster of certified professionals, we look forward to helping the residents of Framingham, and the surrounding towns of Natick, Wayland, Ashland, Marlboro and Wellesley, take care of their cars for years to come.” 

VIP began renovations to the 5,000 square-foot store, a former Midas location, in early April. VIP is leasing the space, and says the new store has six service bay and space to store 1,500 tires, "a 650% increase from the previous company." VIP says having more tires on hand in stock will reduce customer wait times and give consumers access to a broad range of tires in all price points.

The company also is renovating the customer waiting area, adding a laptop bar with multiple seats and plug ins, making it easy for consumers to stay connected to work and family while they wait. The space also features a new beverage station, remodeled bathrooms and a renovated showroom and customer service counter.

The service advicsors and technicians will use tablets at the Framingham store, which will help VIP provide a more efficient and better experience for consumers. The store will be staffed by four technicians and two service advisors and led by Mike Escola, "a well-respected auto service store manager in the community."

VIP says it plans to hire two more technicians in the next few months.

The Framingham store will be open from 7:30 a.m. to 6 p.m. Monday through Saturday. All VIP locations provide both tires and automotive services.

VIP says it will host a community grand opening celebration in May and repeat its successful Oil Changes for Education promotion, which helps to raise money to benefit the local school system. After a new VIP store opened in West Lebanon, N.H. last year, it raised more than $6,000 from oil changes for local schools.

On the move in New England

This is the fourth new store VIP has opened in less than a year. The other new locations have opened  in West Lebanon; Claremont, N.H.; and Williston, Vt.  The Farmington store is the company's fourth location in Massachusetts, and 59th store overall.

John Quirk, VIP’s chairman and CEO, says, “Over the last several years, we’ve made a real commitment and investment in our people, and now have an incredible team of professionals in place all over New England. That initiative has allowed us to think strategically about new markets and adding stores.

“Ultimately, the success of each of our stores comes down to our people and customer engagement process. Our mission at VIP is to earn an automotive customer for life, and we can only do that by being partners with our customers and by delivering exceptional auto repair and maintenance services, with best-in-market tire pricing. Every day, more and more people trust our certified professionals all over New England to take care of their vehicles, so our sales and profitability have never been better, which allows us to find the right market opportunities for growth.”

Are you ready to follow in John Quirk's footsteps? Or know someone else who should be MTD's Tire Dealer of the Year? Submit a nomination.

The last year for VIP and Quirk has also included Quirk being named Modern Tire Dealer's Tire Dealer of the Year. Read our in-depth profile here. See more of what life looks like at VIP in our photo gallery.

For more information on VIP, visit