After 23 years in business, Jarid Lundeen wants to expand his North Dakota retail tire operation, and he says an important part of that process is a new name for his former Tires Plus locations. All four of Lundeen's locations are taking on a new brand identity: Trusted Tire & Auto.
Lundeen opened as a Tires Plus franchise, and then after Bridgestone Americas LLC bought the brand in 2001, he eventually transitioned to a licensing program. And so while technically an independent, he knew growth and expansion would be better served with a new brand. He had planned to roll out the new name in 2020 as he opened a new store, but the COVID-19 pandemic delayed those plans and required another adjustment.
The new name is inspired by his hard-working team, "which has worked tirelessly to ensure the company's success."
He says, "We are our brand. It is you, our team, that has worked in our system for over 20 years and those who are just starting your career with us who are the reason we are successful.
"If you've done business with us, you know we are reliable. You know we are trustworthy. Now our name demonstrates that."
Trusted Tire & Auto is a four-store enterprise, with locations in Bismarck and Minot, N.D., including a store at the Minot Air Force Base.
In addition to the new name, Trusted Tire & Auto is rolling out a new service warranty on all repairs — spanning three years or 36,000 miles. Lundeen says the new name isn't bringing about a new strategy in tire brands, and Bridgestone and Firestone remain his top brands.
Lundeen also owns four Valvoline Instant Oil Change locations.
