Chapel Hill Tire Combines Brand Message, Modern Design into New Store Plans

Chapel Hill Tire Combines Brand Message, Modern Design into New Store Plans

Marc Pons, owner of Chapel Hill Tire Co., looks to remodel his stores in the Raleigh, North Carolina area with his brand message in mind.

Chapel Hill Tire rebrand new store design
A rendering of Provost Studio’s design for future Chapel Hill Tire stores.

In order to get customers into your store, they have to know what you’re all about. That’s what Marc Pons, owner of Chapel Hill Tire Co., has on his mind as he looks to remodel his stores in the Raleigh, North Carolina area.

“I think that Chapel Hill Tire has a great brand, and we don’t necessarily do the best at telling our story,” Pons said of his family’s 65-year-old business. “I want to be able to express that as best as I can to every customer who comes through door.”

To do that, he teamed up with Raleigh-based Provost Studio Interiors + Design, an experiential design firm that creates branded environments consistent with the message a retail space wants to communicate to customers.

For Marc, that means honing in on Chapel Hill’s tagline, “Easy Starts Here,” and building relationships with consumers from his in-store to online presence.

“The idea is that Chapel Hill Tire is bigger than just tires,” said Peter Provost, founder and president of Provost Studio. “It’s more about the service and less about the tire. In a way, it doesn’t go with the typical expectation of customers coming into Chapel Hill Tire. We try to challenge what their preconceived notion is.”

Tire Shop Retail: Design Your Store to Connect with Customers

More: Check out the latest issue of Tire Review

To do that, Provost and Stephanie Parrish, design director at the studio, are using marketing touch points in the furniture, architecture and graphics of Pons’ stores.

Their plans show customers walking into Chapel Hill Tire with a stainless steel service counter with the phrase “easy starts here” across it. In the store, they see a brand messaging wall with a stretched photo of the store in 1955 showing one of the shop’s service advisors working on a car. A letter from Pons and his brother detailing the shop’s history and mission is inscribed to the right of the photo.

The “showroom” area – sans tires – flows seamlessly into the waiting room with a variety of seating options: low, soft chairs and a sofa for a loungy feel in front of a TV; a business bar with charging ports for customers working remotely; and chairs tucked under tables for a cafe-type feel.

While Pons and the firm continue to work out details, Provost said it’s important to remember that creating a brand message isn’t just about the color and a bunch of logos.

“At the end of the day, it’s about content and messaging now,” he says. “The idea is that the content on the walls and how space is organized are all interrelated. Messaging and content is one thing that’s put into creating a place for people to come and drop down for 45-50 minutes and wait for their car to be done. It’s an important part of the experience.”

You May Also Like

Sun Auto Tire & Service acquires 33 Caliber Auto Care locations in Texas

The 33 Caliber Auto Care locations are spread across Dallas, Houston, and San Antonio.


Sun Auto Tire & Service recently acquired 33 Caliber Auto Care locations throughout the state of Texas. The 33 Caliber Auto Care locations spread across Dallas, Houston, and San Antonio complement Sun Auto’s existing footprint in these markets, the company said. Caliber Auto Care teammates will stay on after Sun Auto's acquisition. 

Goodturn Tire & Auto launches platform with 24 locations

Goodturn is a family of brands that provide automotive and tire repair and maintenance services, serving approximately 90k customers in 2023.

Hunter’s new Hunter University is designed to train customers, techs and instructors

The online courses are generally presented in five-minute segments.

Apollo Tires US recalls certain Vredestein, Quatrac tires

Dealers will replace the tires free of charge.

Discount Tire, Major League Soccer (MLS) announce multiyear partnership

Discount Tire has also struck a partnership to be the official tire retailer of Inter Miami CF and is collaborating with Continental Tire.


Other Posts

Net Driven acquires CarCareConnect

With this acquisition, CarCareConnect customers will gain access to Net Driven’s suite of digital storefront and digital marketing solutions.

Handshake agreement
Hankook Tire America recalls select Kinergy GT tires

Certain Kinergy GT tires, size 235/60R18H H436, are missing the missing the four-digit week and year code mark.

TRIB’s new website offers tailored services for members

One of the highlights of the redesigned website is the introduction of the retread environmental savings calculator.

RNR Tire Express to give away NASCAR tickets for Father’s Day promotion

The RNR team will be taking submissions until midnight on Sunday, June 16.

RNR Tire Express