California tire store honored by Bridgestone for retailing prowess

Jan. 1, 2020
Wheel Works of Sunnyvale, Calif. has been selected as an exclusive Bridgestone 5 Star Certified Performance Retailer.

Wheel Works of Sunnyvale, Calif. has been selected as an exclusive Bridgestone 5 Star Certified Performance Retailer.

The chain’s outlet on El Camino Real “exemplifies the caliber of retailer that our 5 Star program is all about,” according to Mike Van Sicklen, the tire maker’s director of business development.

“Bridgestone 5 Star Certified Performance Retailers are not your average automotive service centers,” Van Sicklen explains.

“A Bridgestone 5 Star Retailer embraces the importance of developing and nurturing customer relationships,” he adds. “It’s an attitude and way of doing business that is reflected in every detail of how the retailer operates – from having knowledgeable sales teammates and a comprehensive selection of products right down to a clean, comfortable waiting area for families and making sure customers are 100 percent satisfied with the service they receive.”

Participation in the program is by invitation only. Each location must qualify separately, and the retailers are re-evaluated annually to ensure compliance with all the requirements. While more than a dozen different aspects of the retailer’s operation are evaluated, the basic standards include professional and knowledgeable certified sales associates, industry-certified service technicians, state-of-the-art tire and vehicle service equipment and a wide available selection of Bridgestone and Firestone tires.

“The program’s goals and our own business philosophy are closely aligned,” notes store manager Thomas Vu. “Take our ASE certified technicians, for example. Sure, their work is top notch. But they also happen to be some of the friendliest people around. People that cover your steering wheel and floor mats to keep them clean and stay late to work on your car if you’re running behind.”

Open seven days a week with locations throughout California, the Wheel Works chain is owned and operated by Morgan Tire & Auto.

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