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Meet Michael Heim of Superior Wholesale Tire

Today we’d like to introduce you to Michael Heim.

Michael, can you briefly walk us through your story – how you started and how you got to where you are today.
I started my company originally in the early 80’s with just one service truck. I had a few fleet accounts and was doing road-side and fleet service. We incorporated in 1987 and started in the wholesale tire business. In 1994 we expanded to Arizona. We discovered quickly that our 15,000 sq. ft. warehouse was not big enough to supply the huge demand for tires in AZ, so we moved to our new 40,000 location where we remain today. I now focus less on the wholesale industry and more towards retail because I like to talk to customers face to face. I feel that a tire purchase means a lot more to the client when I can really find out where they are coming from economically, plus it makes me feel good when the customer is happy.

Has it been a smooth road?
There has of course been a few obstacles. With the housing crash in 2008, we found ourselves in a pretty hard spot. Clients went out of business and couldn’t pay their bill. It was a really hard time. But we are always looking forward, not backward. With all the new innovations in the tire industry, we have adapted quite well.

We’d love to hear more about your business.
We are proud of quite a lot! In the last 3 years, we have started lifting and lowering vehicles, we can take a standard size whitewall tire and make it bigger and we now supply/install custom lights and accessories. But of course wheels are the #1 aftermarket upgrade so we dedicate a lot of time to the wheel market.

Is our city a good place to do what you do?
Yes, I think Phoenix is a great place for any automotive business. There is a big market for off-road enthusiasts, lowrider clubs, swap meets, etc. Lots of different ways to promote your business and create new customers.

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