EAS Tire & Auto Completes Rebrand
Key Highlights
- This initiative aims to deepen the company's connection with Colorado communities and improve overall customer experience.
- EAS Tire & Auto has been serving Colorado for over two decades, emphasizing quality and genuine automotive care.
- The project reflects the company's growth and commitment to continuous improvement while honoring its roots.
EAS Tire & Auto, one of Straightaway Tire & Auto's retail store chains, has rebranded 20 stores in Colorado.
"For over two decades, EAS Tire & Auto has been providing customers with high-quality, genuine automotive care to communities across Colorado," say Straightaway Tire & Auto officials.
"The recent completion of the rebrand project extends beyond physical appearance with the main goal of enhancing customer experience and strengthening the company’s connection to the Colorado community.
The refreshed locations feature a new design that includes "a fresh logo, vibrant signage and reimagined interiors built to make every customer feel at home. It strikes the perfect balance between honoring EAS's roots and reflecting its forward momentum toward growth and continuous improvement."
Based in Bloomfield, Mich., and owned by private equity firm 02 Investment Parners, Straightaway Tire & Auto has 100 locations, making it the 19th largest tire dealership in the U.S., according to the newly published 2026 MTD 100.