Bridgestone Americas Tire Operations (BATO) has rebranded its GCR Tires & Service division. The tire maker said the rebranding emphasizes that “GCR is committed to minimizing downtime and keeping businesses moving by delivering highest quality, 24/7 service by trained professionals coast to coast.”

BATO said the rebranding of GCR includes “standardizing the service experience across all of its U.S. locations, offering the same hours of operation, technicians that are all Tire Industry Association-trained, a nationally connected sales forc, and one website for all locations. The service offering includes tire maintenance and repairs, on-site service, 24-hour emergency response, Bandag retreading and more.”

“GCR is respected within the industry for delivering trusted quality brands, including Bridgestone, Bandag, Firestone and Dayton products, top customer service and dependable workmanship time after time,” said John Vasuta, president of GCR Tires & Service.

“Keeping fleets and businesses moving is job one for our customers, and a primary focus of the entire GCR team,” he added. “This rebranding reaffirms our continuing promise to always deliver best-in-class experience and outstanding service.”

The letters of GCR reflect the last names of the original company founders: Balie Griffith, Harold Crawford and Perry Rose. The first GCR opened in 1945 in Odessa, TX.