Our demographic already tell us that at least 50 to 60% of our current RTO customers have never used the rent-to-own agreement before.
Larry Sutton, President, Rent-N-Roll

Rent-N-Roll will begin a 3 year re-branding process that will recast the company as a custom wheel retailer with several payment options, including rent-to-own. The new brand will be RNR Custom Wheels and Tires.

Larry Sutton, President of Rent-N-Roll, said, "For some time, we have realized that to gain a stronger foothold in the 35 billion dollar automotive aftermarket, we must find a way to position ourselves as a wheel and tire store that offers several payment options and attractive cash prices as well; as opposed to a Rent-to-Own store with wheels and tires." Sutton said the transition plan was developed by the company's Executive Advisory Board (EAB).

In existing Rent-N-Roll ADI's, the company will transition over a  2-3 year period. New locations will open immediately as RNR. "As existing customers get more exposure to RNR branding, we believe they will come to know and refer to us as RNR Custom Wheels and Tires."

Sutton said the company has no intention of abandoning the Rent-to-Own concept. "On the contrary, we believe this new branding model will in fact bring more customers into our store, providing us more opportunities to introduce a whole new customer to the concept of Rent-to-Own. Our demographic already tell us that at least 50 to 60% of our current RTO customers have never used the rent-to-own agreement before."

RNR will will also be beta-testing additional Automotive Aftermarket products in several markets. Recent survey results indicate that typical new vehicle owners spend between $1,000 and $3,500 within 90 days purchase to create the custom ride they want; custom wheels being the number one item.

Rent-N-Roll is on track to reach over 50 million dollars in revenue this year, making it one of the largest custom wheel chains in the U.S.