Affordable Tires in Metro Vancouver and BC | Wheeler Tire

Welcome to Wheeler Tire Inc. 👋

We offer high-quality affordable tires in Metro Vancouver from the most reliable alternative manufacturers. Read on to find out how we stand out!

Our Philosophy

Ditch mainstream tire brands! 💪

Why? They cost over 200% more than the alternative we offer but not for the reasons you think.

Read on to find out👇

Our Vision

We started our business when we realized that there are only three categories of tires out there:

1. Good quality, overpriced tires from mainstream brands.
2. Good quality, affordable tires from alternative reputable brands.
3. Bad quality, cheap tires from unknown brands. 
   

After shopping around in Metro Vancouver and South of British Columbia, we discovered that Category 2 is hard to find, even though it has the best price/value ratio. As a result, consumers are left choosing between overpriced tires from mainstream brands or low-quality ones from unknown brands, which sometimes can be even unsafe. 

Reason? Well, the second category takes a lot of time and research to find the right products. Read on and you will find out why.

That’s where Wheeler Tire comes into the picture. We did spend that time, and we did invest in that research to come up with good quality tires at unbeatable prices.

Good vs Bad Quality Tires

The thing is, quality wise, tires only come in just two flavours - good or bad. That’s because once a particular performance and durability threshold is reached - any further improvements in quality are very marginal for an average user. 

Most of the features mainstream tire brands promote so hard would only be noticeable on a racetrack but don't make any difference during regular daily driving. 

Why Mainstream Tires Are So Expensive?
Mainstream tire brands have two main reasons that cause high prices:

• Brand and marketing strategies.
• Distribution channels.

With brand and marketing, it’s clear – they spend tons of money to be everywhere: TV, magazines, websites, social media, dealerships, sponsorships etc. That’s expensive. Who pays for it? It’s built into the price you pay as a consumer. 

With distribution channels it’s a bit more complicated. Mainstream brands distribute their products through multiple layers of intermediaries that are not visible to the consumer, but every single one of them adds a markup to the end price. 

Meet Alternative Good Quality Tire Brands

On the other hand, there are tire manufacturers local to some regions of the world that have been very well known there for decades and proved themselves as high quality brands, but they are not known in the West because of a different approach to distribution. 

Some of them have large government stake, so they bet their reputation on them, especially for export products. Some of them grew so big, they even acquired large mainstream brands like Pirelli or Kumho to get access to all their technologies and apply them to their local brands.

They work directly with smaller local distributors in many countries so their distribution model is much more efficient. The chart below shows the comparison at a very high level, but even at that level you can see the difference.

Their approach to marketing is also completely different. They mostly rely on trade shows and let distributors promote their products in respective local markets. As the result, their marketing budget is tiny compared to mainstream tire brands. The chart below makes a bit more visual.

SMALLER marketing budget + FEWER middlemen = MUCH LOWER PRICE 

There are, of course, really bad quality ones that also adopted the same distribution model. Some dishonest, lazy or clueless direct distributors out there who sell them give really bed rep to the whole group of factory direct brands.

Our Values

At Wheeler Tire, we take safety seriously and do our due diligence – we research and test!

As the result, we only partner with the most trusted and biggest brands in Asia. 

Our top 7 supplier selection criteria are:

• Market share in their respective markets.
• Revenue size.
• Backed by government interest, so that their reputation is on the line.
• The company also owns some well-known mainstream brands, so they have access to top notch technologies.
• Passed tests and has certificates in western countries, i.e. EU.
• Proven to be reliable in our own testing.
• They stand by quality of their product and offer manufacturer’s warranty.

Our mission is to let people enjoy their rides without breaking their banks or compromising their safety!