Our goal is to be the authority when it comes to wheels and tires.
Eric Marlin, Premier Wheel Workz Franchisee

"You bend 'em, we mend 'em" is the new saying at Premier Wheel Workz stores where customers can buy or lease wheels and tires, but they also can come in to repair their bent rims. Premier Wheel Workz is a division of The Premier Companies.

While tire repair has been standard at Premier, new in-store wheel repair technology enables Premier dealers to offer the most comprehensive service to their customers who until recently have had to find a specialist for certain repairs and road force balancing.

"We do it all at Premier," said Eric Marlin who opened a Premier Wheel Workz in Murfreesboro in 2008 (see story). Marlin and partner Mitch Robinson specialize in upgrading customers' vehicles with a range of wheels and rims as well as quality tires. With the addition of the most advanced system for repairing wheels, they feel they now can take care of every customer's needs and build a better relationship with them. "Our goal is to be the authority when it comes to wheels and tires. We are a one-stop operation. We can repair or replace any wheel, any tire," says Marlin.

Related: See video interview with Eric Marlin.

While retail represents a portion of Marlin's business and is driven by high-end luxury and sports vehicle owners, he also caters to those looking for value. Like other Premier Wheel Workz dealers, he offers a popular lease-purchase option to customers who may not choose or be able to swing a cash or credit sale. The addition of wheel repair offers one more benefit to Premier customers who often can save the cost of replacing a set of tires, either by extending their life or because the tires weren't the problem in the first place.

"Wheels are larger these days and tires are smaller," said Marlin. "That, plus less-than-ideal conditions of city roads means wheels are more prone to getting bent. What often happens is a tire dealer will sell a customer new tires when the issue is the rim. In the end, people come to us to fix the problem that the regular tire dealer couldn't, but not always until after the customer has purchased a new set of tires needlessly. If they come to us first, we'll be able to determine how to help them most efficiently, and if the problem is their wheel, we will repair it and save them the money they would spend on tires. Everybody wins. The customer is happy and we have gained their confidence and can build a long-lasting relationship with them."

The national office of Premier Wheel Workz is located in Memphis, Tn. For more information, contact Dale Ingram at 901-461-3671 or visit www.wheelworkz.com.