Belle Tire Rebrands as 'My Guy' for Tires and Auto Care

Oct. 3, 2016

Belle Tire Distributors Inc. has a new brand position and year-round media strategy. The new “My Guy” campaign is designed to reinforce Belle Tire’s position as a source of affordable and dependable tires and auto care.

The campaign conveys the message that people depend on their trusted “guys” for everything from plumbing to financial advice or even tickets for the big game through TV and radio spots plus digital and in-store executions. When they need a “car guy” the best choice is the people at Belle Tire – as embodied by Tireman, Belle Tire’s long-time brand icon.

The advertising’s tone conveys hard work and authenticity, reflecting Belle Tire’s 94-year heritage, according to the company.

“We don’t think of My Guy as a campaign. This positioning defines our brand and articulates what Belle Tire has always stood for from our beginning right through today.  The people of Belle Tire are the difference,” says Don Barnes III, president of Belle Tire.

“My Guy is about everyone at Belle Tire – behind the counter, on the service floor, in the distribution center – and our promise of quality and value to our customers. It’s an internal rally call as much as a marketing message,” he says.

The TV schedule includes heavy prime time programming in all key Belle Tire markets in Michigan, Indiana and northern Ohio as well as sports programming, leveraging Belle’s sponsorships across the Midwest region. Take a look at the new TV ad:

The company says both the brand positioning and the year-round media strategy are designed to build awareness and affinity among the full spectrum of tire buyers across genders and generations. My Guy is relevant to all these targets and remains front and center in every execution – whether it’s a seasonal promotion or a store grand opening.

Tire retailers face increased competition from big box stores and online tire sales.  Belle Tire recognizes this new marketplace and has increased its presence in digital, including advanced targeting strategies in search and social media to be there when consumers seek advice for tires and auto service.

Belle Tire will also introduce a new website this fiscal year to complement its rebranding efforts. The launch of the new will be announced in the near future.

The rebranding communication is the first work from Marc USA, breaking across all channels on October 3 at the start of the key fall tire buying season. The company was named Belle Tire’s advertising agency of record in July.

The company was founded in 1922 when it opened the first Belle Tire location in Detroit and has expanded to 99 locations across Michigan, northern Ohio and Indiana. It ranks No. 9 on the Modern Tire Dealer 100 list of the nation’s largest independent tire dealers.

For more information on Belle Tire, visit