By Jocelyn Swanson

It is essential to the success of a wheel and tire operation to have the knowledge and skill on an operational level as well as understanding of safety and customer satisfaction.
Scott Savell, President, Premier Wheel Rentals

Eric Friedland will be the newest member of Premier Wheel Rentals with the opening of his Premier Superstore in Ft. Lauderdale, Florida this month. Eric is ready to hit some tough competition in the area head on with his RTO experience. He also has the added support of wheel and tire industry guru Scott Savell, President of Premier Wheel Rentals, and franchise expert Trooper Earle, President/CEO of Premier.

Friedland didn’t follow the usual path to RTO business ownership 13 years ago when he he leaped over working for a chain or even a smaller independent store and began his RTO career cold turkey with the opening of his own store in upstate New York. Already a proven success in retail ventures, he transferred his skills to rental purchase and watched his RTO store thrive even after he moved to Florida to escape New York winters.

After running his stores remotely for five years, Friedland sold his New York store it to a major chain. Wanting something closer to home so that he could be more actively involved in its operation, he is looking forward to a new challenge and a new store in Florida.

This time around, he wants the extra guidance and buying power that Premier offers to help him enter a market densely populated with other RTO stores. He also wants to break into the wheel and tire market.

Wheels and Tires
“I understand the RTO industry all the way around except for wheels,” said Eric. “With Scott Savell's guidance, I feel we can roll out a wheel division right in the same store." The store will have a 1,500 square feet wheel and tire department and a a full-blown garage. "It will look like a totally separate store, but it’s all part of my business.”

“I’m excited about Eric because he has a lot of rental experience,” said Scott Savell. “He understands the rental concept. He Premier because of our hands-on, personal approach. We have several new wheel and tire stores that will roll out this year. Like Eric, dealers are choosing Premier because we offer a unique combination of two things: my experience in the industry and Trooper Earle’s expertise and creativity in franchising. People are shopping other options, but in the end they are coming to us because we are the genuine thing. I can promise we know what we are doing in the wheel and tire business and have been doing it since the industry began a decade ago.”

Scott adds, “What most people don’t understand is how unique the wheel and tire rental business really is. There are many issues that extend beyond knowledge of running a store. It is essential to the success of a wheel and tire operation to have the knowledge and skill on an operational level as well as understanding of safety and customer satisfaction. And that experience is hard earned. It’s no wonder people who want into that industry are turning to us, we’ve earned the experience and can help them earn it too.”

Rent to Own
While wheels and tires will be new for Eric, the only thing new about RTO for him will be Premier’s support. “Trooper seems to have everything in place,” said Eric. “He is accessible any time of day, seven days a week. He is extremely attentive to his business to help dealers in any way necessary. He is also very instrumental in bank financing and setting up credit lines with nationwide buying groups. He helps with site selection and leasing agreements as well.”

As Premier’s first superstore owner, Eric will offer a full line of home furnishings, electronics, and computers in 10,000 square feet that includes his full wheel store set-up.

See Premier Rents Ad in the May issue of RTO MAGAZINE.

“Eric has been in the industry and knows all sides of it, from working the checkbook to selling to customers,” said Trooper. “He prioritizes customer service which results in his solving problems quickly. That was a huge strength of his in New York, and we look forward to seeing him put that talent to use as a Premier dealer. He’s venturing into new territory for himself with the addition of the wheel and tire business, blazing a new path for Premier by opening our largest store yet. And he’s just getting started. Look for more stores to open with Eric’s name on them!”

The national office of Premier Rental-Purchase is located in Williamsburg, Virginia. All Premier stores are independently owned and operated. Visit Premier’s website at www.premierrents.net or call (800) 2-Premier and ask for Trooper Earle or Scott Savell.