The company’s new name will highlight expanded tire offerings as each shop continues rolling out updates over the coming months
Fridley, Minn.—Victory Tire & Auto, in operation since 1997, has officially unveiled its newly rebranded shop in Fridley with a community celebration and ribbon cutting.
The Fridley shop is the first of Victory’s 25 Minnesota locations to undergo the rebrand. Each shop will continue rolling out updates over the coming months.
Formerly known as Victory Auto Service & Glass, the company’s new name highlights expanded tire offerings, including premium brands such as Bridgestone. Other customer experience and service offering enhancements include:
- 24-hour key drop and pick-up options for greater convenience
- Enhanced waiting area amenities to improve the in-shop experience
- New website and tools, including:
- Mobile-friendly online scheduling
- Automated service reminders and confirmations
- Real-time text and email updates when vehicles are ready
- Digital Vehicle Inspections that provide more clarity and transparency
To celebrate the unveiling, Victory hosted a community event featuring tire-themed mini-Bundt cakes, a fully stocked beverage counter, and prize drawings, including one year’s worth of oil changes. Attendees also participated in a food drive supporting HOPE 4 Youth, a local nonprofit organization dedicated to providing pathways to end youth homelessness. Victory contributed a $1,000 donation, and customers added more than 60 pounds of food and supplies.
The event attracted both existing customers and community members who came to celebrate. Many long-time customers stopped by to show their support, including Dianna, who has trusted Victory for more than 20 years, and others who have been with the shop since founder Jeff Matt opened it in a single rented bay in 1997.
“I couldn’t believe the number of long-time customers who came by to celebrate,” founder Jeff Matt said. “It was a reminder of the deep relationships we’ve built in this community over nearly three decades.”
Victory Tire & Auto anticipates completing the remainder of its rebranding efforts within the next 12 to 15 months. It will continue to expand through local general automotive repair shop acquisitions, aiming to reach over 30 locations by 2026.
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