Bridgestone Americas Tire Operations has a new look and a new logo.

The company is rebranding its well-established GCR Tires & Service division as part of its commitment to delivering high-quality 24/7 service by trained professionals from coast-to-coast.

With one of the largest network of commercial stores across the country, GCR’s reach extends nationwide. Under the new brand, GCR is 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 force, 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, GCR Tires & Service. “Keeping fleets and businesses moving is job one for our customers, and a primary focus of the entire GCR team. 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 operations opened in 1945 in Odessa, Texas.

For more information about GCR Tires & Service here.