CTDA Honors Scott Highfill at Luncheon

Nearly 70 guests attended the recent  California Tire Dealers Association (CTDA)/1-800EveryRim OEM Wheels New Year Luncheon in Commerce, Calif. 

There they witnessed the induction of Scott Highfill into the CTDA Hall of Fame.

Highfill was recognized by the CTDA for his 50-year career, which began in 1976 at Kennedy’s Firestone in San Diego, Calif.

"Following that role, he worked for three different wholesalers in San Diego before opening a one-man operation selling inner tubes and specialty tires out of his home,” say CTDA officials.

"Scott merged with Great Western Tire in 1991, buying his partner out in 2000, and continued the wholesaling until he sold the business in 2015."

Highfill started a workers’ compensation buying group in 1988 and served as executive director of that organization for many years. “To this day, he helps CTDA maintain a presence in the San Diego area, recruiting dealers in the region to attend CTDA’s San Diego-area meetings.

"In addition to his professional accomplishments, Highfill is an active participant in the community, serving as a youth baseball volunteer umpire for nearly three decades, helping the Jackie Robinson YMCA and serving on the Board of a Native American non-profit, helping children on the poorest reservations on the Plains.”

The recent luncheon also featured "a very lively and informative keynote speech by Darren McLea of DJM Solutions, a provider of sales training for tire dealers. McLea explained the importance of establishing a clearly defined sales process, training salespeople to ask for the sale and establishing customer loyalty." 

Thirteen companies sponsored the event. They include Diamond sponsor Federated Insurance; founding sponsor 1-800EveryRim OEM Wheels; TireTutor; Yokohama Tire Corp.; Hawley Insurance Services; Myers Tire Supply; DJM Solutions; Mighty Auto Parts; New York Life; Boyd Shackelford Barnett & Dixon; NAPA Auto Parts; Nokian Tyres; and Parts Authority.

The next luncheon is slated for Feb. 11, 2027, at the Stevens Steak & Seafood House in Commerce, Calif.