The minute Chip Wood opened the doors to the first Tire Discounters, he began raising the bar for the tire business. He brought a sorely needed higher standard of integrity to the business. 40 years ago, virtually all tire dealers lured people in with a low tire price, and then charged extra for essential services like mounting, balancing and valve stems. Not a very honest approach, is it? So Chip decided to follow his instinct and focus on transparency in pricing in tandem with a higher standard of service.