Atlas Tire Wholesale Inc.: 25 Years… and Counting!

Atlas Tire

The latest addition to Atlas Tire’s distribution network is a 64,000 sq. ft. distribution centre in Vaughan, Ontario.
(Photo: Jack Kazmierski)

Atlas Tire celebrates a quarter century in business, while planning for an even bigger and brighter future.

This year, Atlas Tire Wholesale Inc. is celebrating 25 years in business in Canada. The company has come a long way in the past quarter century, and they’ve got even bigger plans, moving forward.

“Twenty-five years ago, it was just me and a little red pick-up truck,” says company President, Peter-James Gregory. “In those days my target was to sell 25 tires per day.

Today, we ship thousands of tires every day, and that volume keeps growing.”

The key to Atlas Tire’s success has always been the mantra that inventory is king. In fact, their well-known tag line, “The Power of Inventory… we have the tires you need” is part of the company’s DNA.

To that end, Gregory has made sure to stock the tires he knows the Canadian market, and his clients in particular, will need with every coming season in mind. He and his team conduct extensive research into market demands and emerging trends, making sure that Atlas Tire has the right tires, in the right quantities, in stock at all times.

Part science, part experience, and part business acumen, Atlas Tire’s ability to forecast future needs has been, and continues to be, its focus.

Expanding distribution network

But inventory — and lots of it — is only part of the picture. Getting that inventory to the clients who need it, in a timely fashion, is paramount. In order to do so as effectively and as quickly as possible, Atlas Tire has been expanding its distribution network across Canada.

Today, Atlas Tire ships products to clients from a national network of distribution centres, including a 114,000 sq. ft. facility in Mississauga, Ontario, a 22,000 sq. ft. facility in Scarborough, Ontario, a 10,000 sq. ft. facility in Delta, BC, a 10,000 sq. ft. facility in Edmonton, Alberta, a 10,000 sq. ft. facility in Calgary, Alberta, and the latest addition to the national network — a 64,000 sq. ft. facility in Vaughan, Ontario.

With these strategically-placed distribution facilities in key markets, Atlas Tire is continuously working to improve their service to their ever-growing client base, while tapping into the expansive inventory that has been the hallmark of this organization for decades.

Vaughan distribution centre

The latest addition to the distribution network, the 64,000 sq. ft. distribution centre in Vaughan, Ontario boasts no less than 12 shipping and receiving dock doors, and two drive in doors, assuring that northern GTA clients will always get the tires they need in a timely fashion.

The Vaughan distribution centre will have a full-time fleet of 9 delivery vehicles, with more being added in 2016, to make deliveries to Atlas Tire clients in its service area. This is in addition to the more than 43 delivery vehicles already in the Atlas Tire fleet, along with over 120 dedicated professionals on the Atlas Tire team, ready to cater to client demands.

This extensive network of distribution centres, delivery trucks, personnel, and inventory levels is managed by a state-of-the-art Enterprise Resource Planning (ERP) system which encompasses a Warehouse Management System and Client Relationship Management software. In turn, this expansive ERP system is seamlessly integrated with a customized B2B website ( that provides Atlas Tire clients with the ability to check inventory and place orders 24/7.

The synergy of all this cutting-edge technology combined allows Atlas Tire to choreograph the global tire buying process with the national delivery system, while diligently striving to attain higher client satisfaction levels.

Dedicated call centre

Clients who need assistance can contact Atlas Tire’s dedicated call centre. Eager to address questions, the centre is staffed by a team of product and service experts, able to provide clients with the help they need.

“We have a sophisticated call tracking system that helps us manage this team,” Gregory says. “It tells us how many calls a day have come in, what calls were handled by each client service representative, and the length of the call. All this information allows us to improve the quality of the service we offer our clients. We know what’s going right, and what’s going wrong, and this allows us to act to improve efficiencies.”

Client education

One of the many reasons why Atlas Tire has been so successful over the past 25 years is the company’s emphasis on client education. In short, the Atlas Tire team is committed not only to providing their clients with the products they need, but with the education and insight required in order to succeed in this demanding industry.

From in-depth product knowledge to business advice and practical technical information, Atlas Tire clients know they can depend on this distributor to keep them up-to-date with information about the latest market trends, the latest advances in tire technology, and the best practices in the industry.

Twice a year, Atlas Tire University welcomes clients to an intense half-day product immersion program, with a choice of morning or afternoon sessions. Not only do Atlas Tire clients get the opportunity to talk one-on-one with tire manufacturers’ representatives, learning about new products and the latest technologies, but they also benefit from in-depth seminars that address challenges tire retailers and their technicians face on a day-to-day basis.

The future is bright

With the right products in inventory, an extensive distribution system in place in key markets across Canada, and a dedicated and professional team that’s focused on client satisfaction, Atlas Tire is looking forward to continued growth in the years ahead.

“I have often said that our future is bright,” Gregory adds. “We have the key elements in place to provide our growing base of clients with the service excellence they expect and the products they need. I’m certainly looking forward to where Atlas Tire will go as the future unfolds.”

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