The commercial tyre industry has rarely faced a more complex operating environment, but companies with strong organisational cultures are demonstrating resilience. That was the central takeaway from a visit by TRIB Managing Director David Stevens to Bauer Built Tire & Service’s retread facility just outside of Chicago in the USA. David was joined on the tour by Bauer Built’s Chief Operating Officer, Mike Weber, and Vice President of Business Development, Marty Ruhaak Sr.
Strengthening Midwest Retreading
The visit provided an inside look at how one of the Midwest’s largest tyre dealers is balancing acquisitions and investment in technology with a people-first philosophy, while contending with pricing pressures, freight market volatility, and rising overhead costs.
Founded in 1944 and headquartered in Durand, Wisconsin, Bauer Built has steadily evolved into one of the country’s largest independent commercial tyre and retreading operations. The company employs approximately 750 people and operates six Michelin Retread Technology (MRT) facilities and one Oliver retread plant.
Its Romeoville plant, the focus of David’s visit, is a mid-sized operation with 12 employees running a single shift from 5 am to 1:30 pm. With two curing chambers, the facility produces around 55,000 retreads annually.
The company’s recent acquisition of Meekhof Tire Sales & Service added 14 commercial and retail locations across Michigan and Illinois, strengthening Bauer Built’s position in key regional markets.
Despite Bauer Built’s operational scale, the company’s leadership was candid about the challenges confronting the business. Chief among them is the growing influence of “transactional” customers — fleets that buy primarily on price, often opting for low-cost imports rather than evaluating the full range of services Bauer Built provides.
“We’re sometimes forced to compete on price instead of emphasising the value-added services that truly differentiate us,” said Weber during the plant walkthrough. “Low-cost imports have widened the gap between product and service value, and that’s where we need to continue making our case.”
The recent downturn in freight volumes has added another layer of complexity. With trucks covering fewer miles, tyre consumption naturally declines, dampening demand for both new tyres and retreads.
“When freight slows, every part of the supply chain feels it,” noted Ruhaak. “We see it in tyre demand, service activity, and in the timing of customer purchases.”
Bauer Built is also monitoring external risks, including rising insurance premiums and the threat of large-scale liability verdicts, both of which have become persistent concerns across the transportation sector.
One of the most striking themes from the visit was Bauer Built’s approach to automation. While the company is exploring new technologies to improve efficiency and consistency in its retread operations, leadership remains adamant that employees will not be displaced.
“Automation has the potential to improve throughput and quality,” Weber explained. “But if a role becomes redundant, we will redeploy that employee elsewhere in the company. Our strength is our people, and we are committed to keeping them engaged.”
That emphasis extends to recruitment as well. Bauer Built relies heavily on its employee referral programme to bring new talent into the business. “It’s one of our best tools for hiring,” said Ruhaak. “Candidates who come in through referrals tend to be a better cultural fit and understand the values we operate on.”
Bauer Built’s strategy reflects a disciplined balance of operational efficiency and workforce development. Across our industry, companies are being challenged by imports, fluctuating freight demand, and regulatory uncertainty. What differentiates successful operators is a consistent commitment to people and to the customers they serve. Bauer Built embodies that philosophy.
As Bauer Built continues to expand its Midwest presence, the company’s leadership is focused on managing short-term pressures while preparing for long-term growth. With investments in automation, a disciplined approach to hiring, and a culture rooted in customer service, the company is positioning itself to weather industry volatility.
Ruhaak summarised it simply: “Our greatest strength is our people and the customers we serve. That principle drives every decision we make, from plant operations to acquisitions.”
With a strong Midwest presence, a diversified portfolio, and a clear people-first strategy, Bauer Built is demonstrating how an established player in the retreading sector can navigate the current environment — and prepare for the next phase of growth.
Source: David Stevens, TRIB
