Tires of all kinds get drivers on the road again
With prices as low as $25 a tire, used tire shops in Las Vegas, also known as llanteras in Spanish, are attracting customers by providing low-cost alternatives for fixing and replacing tires.
Carlos Huerta started his shop, Llantera Los Pinos, at 600 W. Bonanza Road, three years ago. Before opening his business, Huerta, a native of Mexico, spent a lifetime in the tire industry. His small shop employs two people, himself and another worker.
“Ever since I was in Mexico, my family was in the llantera business,” Huerta said. “We basically buy tires in bulk from different wholesale companies and we get used tires from customers that want to get rid of their decent tires.”
Tire shops operate similarly to other auto shops except for selling and recycling used tires. It is unclear how many llanteras Las Vegas has because the city and county don’t differentiate them from any other tire or auto repair shop in business statistics.
Although his business is struggling, Huerta said he thinks it is surviving largely because they have invested money in advertising in a Spanish-language newspaper.
Much like Huerta, Daniel Hirales, owner of Payless Tire Shop at 530 Las Vegas Blvd. North, used to sell car accessories to auto shops before he opened his tire shop four years ago.
“The business goes up and down, just like any other business. We are not thriving, but we’re happy surviving,” Hirales said. “There will be people that will always look to buy economic tires, and then there are people that have a certain lifestyle and they won’t change it.”
Hirales said most used tire shops compete by opening accounts with different distributors and companies to find the lowest-cost tires.
Although the shop only has three workers, including Hirales, many customers come in for fast tire-repair service.
Glenn Bogenschneider, from Wisconsin, said he was referred to the shop through AAA Insurance after he had a flat.
“I had a flat tire and decided to stop by the shop to get a new tire,” Bogenschneider said. “I wouldn’t buy a used tire here, but the prices for a new tire are reasonable and the service is good.”
The success of llanteras varies with location, yet with all their uncertainty a few businesses have managed to become successful.
Patricio Sanchez started Llantera El Rancho, at 4002 W. Charleston Blvd., in 2008 after working for four years as a mechanic and manager of an auto repair business. He started out as one of the larger Las Vegas llanteras, with a staff of five.
In 2010, he and his wife hired four additional workers and opened a second shop, Tire Xpress at 3920 W. Sahara Ave. Like any modern business, he uses social media to help marketing.
“We started eight years ago,” Sanchez said. “We also hired someone to do social media for us because a lot of people are online.”
Sanchez’s wife, Cristina Sanchez, said the shop sells about 20 tire brands, both new and used.
Used tire shops must go through the same process as any other auto shop. They must apply for a business permit, a state license, city license and an overall safety inspection. It took the couple three months to finish the process and acquire all of the paperwork, she said.
Cristina Sanchez said that although the bad economy has affected used tire sales, the shop continues to sell an equal amount of both new and used tires regardless of the recession. She said their shop keeps thriving because people need cars to go to work and make a living.
“I think that the economy has hurt the whole world. But the Americans who have stable lives and stable jobs, they tend to maintain their economic situation and lifestyle,“ she said.
Patricio Sanchez said that he added the word llantera to the shop’s name because he wanted to attract more Latinos. A native of Mexico, he felt more comfortable speaking Spanish rather than English and prefers to cater to Spanish-speaking customers. However, when he opened his second shop he chose an English name because he realized he needs both American and Mexican customers to prosper.
Modern Tire Dealer, a trade magazine, links the popularity of independent tire shops such as llanteras to an increase in tire prices in recent years. The magazine reports the average tire price in 2012 was about $70, double the cost of the same tire five years ago.
Prices for new tires vary greatly by brand, size and type. Not so at used tire shops, where a Michelin can cost the same as an Enterprise. What matters in the used market is the condition of the individual tire. Prices generally start at $25 and go up based on quality.
While llanteras may offer a low-cost alternative for some drivers, motorists should keep in mind one simple fact:
“There will always be risks with used tires because they are not new,’’ Huerta said. “They cost less and we don’t offer any warranties. It’s a gamble.”
Contact reporter Sandy Lopez at slopez@reviewjournal.com or 702-383-4686.
