Jim Brogan knows the competition in the retail passenger tire business is brutal. There are lots of discounters, repair garages and car dealers selling tires. Large retailers like Sam’s Club and Sears sell them. And even used tires are an option for some consumers

Brogan, owner of Brogan’s Lansing Tire Center, believes his family-owned business has survived for over 50 years by offering better customer service than his competition.
The tire shop opened on Michigan Avenue in Lansing in 1957, founded by Brogan’s father, Joe. The business sits across from Oldsmobile Park and is nearby new residential developments like the Stadium District.

Q: Has your business increased because people are keeping their cars longer in this economy?

A: I’ve had a lot of people tell me in the last 12 months that they are buying their first sets of tires in years. It used to be people were turning in leases and getting new cars every three years and never had a need to purchase tires. In the short term I feel that the business is reasonably solid.

Q: Can you compete with the tire discounters on prices?

A: The interesting thing is that we have people tell us that they have called everyone in town and we had the lowest price. Sometimes we give phone quotes and you hear a click real quick so you know you didn’t get the bid. Manufacturers offer deals that help us on price. No one uses a list price anymore. We pretty much all go on a cost plus basis. But I think overall we are very competitive on price.

Q: What brands of tires do you sell and what repair services do you perform?

A: Michelin, Cooper, Uniroyal, Goodyear and Firestone tires. Most retailers are multi-branded like we are. We also offer under car services, such as front end, steering, brakes, exhaust, shocks and struts. The repair part of the business has been very solid.

Q: Which part, tires or service, makes up the majority of your business?

A: We have about 75 percent tires and 25 percent repair. On a sheer dollar volume we can do a lot more tire work compared to repair work. Repair work takes time and manpower.

Q: What about development along Michigan Avenue? It was an area once blighted with eyesores that has recently seen some new residential construction.

A: In terms of the vibrancy of the neighborhood, it has helped. It looks nice. I’m not sure if it has attracted much new business to us. The downtown office worker is still our main customer base. The convenience of us being right downtown is critical for them. Many will leave their cars and walk to work or get a ride with a co-worker. We do quite a bit of fleet service work for contractors and other downtown businesses, too.

Q: What sets you apart from other tire and auto service centers?

A: We really do work hard at customer satisfaction. It’s cliché’, but we do work hard at it. We offer courtesy transportation when we can manage it. We try to stay as flexible as possible. 

Q: Did this winter’s rough weather play a role in your business?

A: Our business improves as the weather gets worse. For example, if you slide into a curb and bend up the steering components, you will need several hundred dollars in work. And in the poor weather, people who have been waffling on getting new tires tend to buy them. Tough winters help our business.

Q: Are you satisfied with your location and how much space you have?

A: We actually had Brogan’s Tire stores in Frandor and Grand Ledge at one point, but sold those off. Considering my age (67), I do not expect any expansion or major changes to our location. I do think that our short-term future is very bright because the economy is forcing people to keep vehicles longer, which means they need repairs and tires.

Q: Tire technology has improved the construction of tires. What changes have you witnessed in your career?  

A: The advent of the radial tire in the late 1960s and early 1970s was the big turn around. In the 1960s, early when I started in the tire business, the average tire lasted about 15,000 miles. Now it is 50,000 miles. Tires just last a lot longer.

Q: Any tips for extending tire wear?

 A: Air pressure, air pressure, air pressure. Check it especially in cold weather. Tires will naturally lose pounds of pressure in the cold. That will wear the tires. We offer free rotations, too, which are very important.

Q: Has Brogan’s always been a family-owned business?

 A: Yes. My father founded the business. I joined the business in 1963 and my son Joe expects to take the business over someday.

Q: What are you most proud of as you look back over the years?

A: There is a lot of insecurity about the car repair business, so it makes me feel very
proud when people put their trust in us to take care of their car. 

Author: Randy J. Stien
Photography: Terri Shaver