Bruce’s Tire, Inc.

Specialties

Bruce’s Tire is a member of the Independent Tire Dealers Group which is comprised of leading independent tire and wheel dealers located throughout the states of California, Nevada, Colorado, Montana, New Mexico and Hawaii. By being a member of ITDG, we can pass the savings on to our valued customers!

Bruce’s Tire employs Technicians certified by ASE (Automotive Service Excellence). The ASE’s mission is to improve the quality of vehicle repair and service through the testing and certification of repair and service professionals. Our customers will benefit by having «peace of mind», knowing that our Technicians are knowledgeable and skilled, as well as committed to quality.

We service all makes and models of light, medium, and heavy duty cars and trucks, RVs, motorhomes, trailers, and replace tires on all farm and construction equipment including loaders, tractors, mowers, harvesters, forklifts, and more!

We also provide roadside service calls during and after business hours to meet you when and where you need us most.

Our employees are very active in the Gilroy community helping out in many non-​profits, churches and sports programs. We are your local Gilroy tire and automotive center.

History

Established in 1936.

In 1936, Bruce Alexander began selling used tires on MacArthur Boulevard in Oakland, California. Over a period of time, Bruce expanded into the business of recapping tires, which was a standard for the automotive industry of the time. Eventually, Bruce’s recaps became a phenomenon and gained international notoriety. The slogan of the time was «Bite by Bruce’s», which described the quality of the tread offered to the customer.

In the early 1980’s, Dick and Kathy Howard acquired Bruce’s Tire locations in San Jose and Oakland. During the next few years, Bruce’s Tire expanded to Fremont, Salinas, Los Banos (Howard Tire) and Gilroy in 2007 in order to offer customers the same excellent service.

Presently, as fourth generation tire dealers, Richard Howard and his brothers Dwain and Eric operate the company on a daily basis. With the addition of Richard’s son Richie in Fremont, we are now represented by 5 Generations in the Tire and Automotive business.

Meet the Business Owner

Eric H.

Business Owner

Eric has been in the automotive business since 1981. He is very active in the Gilroy community, currently serving as the 2012 Chairman of the Board of the Gilroy Chamber of Commerce. He also served as the President of the Gilroy Downtown Business Association for 2 years in 2010 & 2011.