ATD Unveils Enhanced Customer Loyalty Program

American Tire Distributors has rolled out its enhanced Customer Loyalty Program and its new Commercial Flex Program, which replaces the Hercules Flex Program.

"Central to ATD’s 2026 strategy, the revamped Customer Loyalty Program introduces a clear 'road to loyalty' that rewards dealers on overall engagement and growth with ATD," according to ATD officials. "The program simplifies rewards, making them easier to understand, track and are more closely aligned with how dealers run their businesses."

"The Customer Loyalty Program is about rewarding commitment and helping our dealers grow profitably,” says Kirk Feinswog, ATD senior vice president of sales and marketing. “Every tire purchased through ATD delivers added value. The more our dealers grow with us, the more meaningful the rewards become.”

The program offers a tiered structure designed to reward participants for their engagement and performance. Members can access benefits that range from basic earning opportunities to enhanced incentives, exclusive services and added value options. The initiative also includes performance-based rewards and travel recognition, creating a comprehensive approach to supporting business growth and customer loyalty.

ATD's new Commercial Flex Program expands "opportunities for commercial-focused dealers," say ATD officials. It allows dealers to earn across all of the commercial products that ATD offers.

Existing Hercules Flex Program members are automatically enrolled in the Commercial Flex Program to ensure a seamless transition.

ATD will support the roll-out "with dealer communications, in-platform notifications, training and digital tools to ensure customers fully understand how to maximize the value of the Customer Loyalty Program and Commercial Flex offerings."