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Belle Tire Launches ‘My Guy’ Rebranding


belletiremyguyBelle Tire is kicking off a new ad campaign to reposition itself as “My Guy” for tires.

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Working with its advertising agency, Marc USA, Belle Tire developed television and radio spots positioning the dealership as the trusted “guys” for auto repair.

“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,” said 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.”


Belle believes the My Guy message will build awareness and affinity across a full spectrum of tire buyers.

“This work is different for the category but based on a simple human truth – we all need a ‘guy.’ And, it’s true to what’s made Belle Tire a leader in the tire retail category. Our job is to help the brand emotionally connect with today’s increasingly important customer groups – women and millennials – without alienating the middle-aged males the category has talked to for decades,” said Vivek Saran, Marc USA senior vice president/director of business strategy and innovation.


My Guy television spots will air throughout October in all Belle Tire markets in Michigan, Indiana and Ohio.

Belle Tire will also introduce a new website this fiscal year to complement its rebranding efforts.

Belle Tire operates more than 90 locations in Michigan, Ohio and Indiana.

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