Business Franchise Australia


JAX Tyres & Auto drives brand transformation to deliver peace of mind driving

Australia’s most respected tyre retailer and mechanical servicing provider has announced new branding as JAX Tyres & Auto. The refreshed naming convention will better reflect the brand’s unique operational model, longstanding retail and mechanical expertise and company mission.


The updated brand position coincides with the opening of JAX Tyres & Auto’s new headquarters in Crows Nest, Sydney. A fully operational, in-house training facility replicating a JAX bricks and mortar store, complete with TouchPoint interactive touchscreen technology and modern equipment, has been constructed on site to simulate point of sale and service new vehicle technology.


Steve Grossrieder, CEO and Executive Director of JAX Tyres & Auto, said the brand change better articulates all facets of the business and encapsulates the brand’s customer-focused values.


Operating under the name JAX Tyres since it was founded in 1949, the business now has more than 86 stores nationally, integrated with a growing e-commerce platform to deliver full automotive mechanical servicing and specialised sales of tyres, wheels, brakes and suspension.


“JAX Tyres & Auto’s customer-centric operational model absolutely stood out to me from the outset. However, the majority of our customers weren’t aware that 45 per cent of our business is fast-fitting mechanical. They were introduced when we fitted out new tyres and provided a complimentary JAX Inspect safety report capturing our suite of services. So, there was a clear need to put ourselves on the front foot, align our brand with our full business model and give customers more transparency,” said Mr. Grossrieder.


The new branding follows a successful year for the business, with a three per cent increase in the brand’s NPS score over the last twelve months.


“The new identity, look and feel aren’t superficial changes. JAX Tyres & Auto fully embodies where we are as a business now, through our peace of mind driving promise to our customers and our agile retail and mechanical ecosystem facilitated through our trusted, best-in-class franchise network.”


With an elevated focus on internal learning and development for all team members to maintain retail, customer service and mechanical best practice, the training facility will enable unique upskilling opportunities for JAX mechanical teams, ensuring the network is ready to leverage evolving automotive technology, particularly in the electric vehicle market.


“A major focus for our business is to do what we do really well while also staying ahead of industry evolution,” continued Mr. Grossrieder.


“We pride ourselves on providing solutions for our customers that help them on their journey with safety and surety. From a strategic perspective, this will include integrating electric vehicle service and maintenance across our national network, with the aim to have all stores electrified in five years.”


JAX Tyres & Auto will also be rolling out multiple stores nationally this year.


“It’s an exciting time for JAX Tyres & Auto. We’re confident that we’re in a strong position for sustainable business growth and we look forward to this enhanced direction energising our relationships with customers, franchise network, globally ranked suppliers and stakeholders,” finished Mr Grossrieder.