Q&A: Telle Tire Owner Talks Shop

in has been in operation since 1942. Its owner and president, Aaron Telle, is the fourth generation to run the family business.

How did your business come about?

My great-grandfather started Telle Tire in 1942 in Richmond Heights in his great-great-grandmother’s garage.  In 1947, we moved to our current location on Big Bend Boulevard.

How would you describe your business to potential customers?

We are a one-stop shop for all of your automotive needs. We offer automotive repair as well as new tire sales. All of our technicians are ASC certified. We are a AAA-approved repair facility, and we are a member of and accredited by the Better Business Bureau. 

What are unique benefits of coming here versus an auto-repair chain?

A lot of shops are dirty, and we really focus on cleanliness and a professional appearance. We really try to go above and beyond for service, including free Wi-Fi, gourmet coffee, free shuttle service to or Mid-County or downtown. In certain situations, we even pick up clients' cars for them in Clayton and bring it back for them. 

We have a lot of working professionals and try to make their auto-repair needs easy and convenient for them. We spend a lot of time and money training our technicians for all types of cars out on the roads, whether domestic or foreign. 

Who is your target market?

The working professional and also the working family. They may have four or five drivers, and we see them grow up through the years and really form a relationship with their entire family.

What do you like about running a small business? Like least?

I started when I was in high school changing tires. I was able to work with both my father and uncle and see how the business is run. I am better prepared to run my business because I had training in all parts of the business rather than someone just sitting in the office. 

The hours are tough. At the end of the day, you are responsible for doing all of the work. 

How has the closure of Highway 40 and the economy affected your business?

Business improved during the highway closure due to our loyal customers, and we adapted and added additional hours on Saturdays to make more accommodations to people who were unable to get here during the week. In addition, when traffic was diverted from the Hanley Road closure, traffic was diverted right past our store, thus bringing in more business.

Due to the current state of our economy, new car sales are down and people are keeping their cars longer. This requires people to maintain their cars and make necessary repairs. The problem is that many people cannot afford repairs or are out of work, so we prioritize what absolutely has to be done for safety and what can be done at a later date to accommodate our customers.

What is your most popular service?

Service overall, but we do a lot of oil changes, tire work, emissions, brake services, etcetera.