Beaurepaires rebrands to Advantage Tyre Solutions

Beaurepaires has announced that it has begun to rebrand to Advantage Tyre Solutions, bringing together two well-known Kiwi tyre retailers.

“Beaurepaires is a brand that has been licensed for use here in New Zealand for our retail tyre replacement and additional automotive services,” says Tyreline Group and Advantage Tyre Solutions Managing Director Grant Rushbrooke.

“But now as we reshape ourselves into a future-focused, customer-oriented business, the time is right for us to define our own destiny, and to bring together a more connected offering.”

The Advantage Tyre Solutions brand represents the coming together of two of New Zealand’s largest tyre retailers, Beaurepaires and Advantage The Tyre Professionals, under a single Kiwi-owned brand.

The business also benefits from an exclusive partnership with the world’s leading tyre manufacturer, Michelin – who also owns and manufactures BFGoodrich tyres which are sold here in New Zealand. As well as the partnership with Michelin, this brand consolidation brings broader tyre importing, wholesale and national distribution opportunities to a network of more than 60 retail stores offering tyre sales and automotive services.

The Advantage network has already existed here in New Zealand for over 20 years, leading the industry in commercial and fleet tyre services. 15 stores are currently providing car, truck, bus and agriculture tyre solutions under the Advantage The Tyre Professionals banner.

“We’re now building on that reputation for tyre solutions and expertise and applying the brand name to our entire group,” continues Rushbrooke.

“So, this isn’t just a new brand to replace Beaurepaires, but a renewal of the Advantage brand and the application of it to represent all the solutions that we can offer Kiwi vehicle owners, including being NZ’s home of Michelin and BFGoodrich.”

The new Advantage branding began to appear across stores in April 2023, with the last of the stores transitioning later in the year.

“We know Kiwis have fond memories of Beaurepaires and Vince Martin and have continued to enjoy great service and guidance over the years,” Rushbrooke says.

“But your local stores aren’t going anywhere – we have the same stores, the same friendly faces and the same expertise. But now we’re committing to a range of customer advantages that will keep them safer for longer and will ensure they get the most out of their tyres.”