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When Value Matters: Why CEAT Made Sense for Shelby Tire & Auto Care
Mon, 9 Mar 2026 | PRODUCTS
Cody Montgomery, owner of Shelby Tire & Auto Care in Shelbyville, Indiana, is a second-generation tire dealer. His father started the business 36 years ago, and Montgomery continues that legacy today with a strong focus on agricultural, commercial, and OTR customers.
Montgomery didn’t start looking for a new farm tire line because he wanted to change what was working. He started looking because the market around him was changing.
Over the last few years, he says it became important to step back and look at where Shelby Tire & Auto Care stood. Prices were rising, operating costs were rising, and even hiring and retaining top-tier technicians was getting tougher. At the same time, customers still needed dependable tires and straightforward recommendations.
For a long time, his shop leaned heavily into the premium high-priced brands. But he started seeing a gap open up. Those top-tier options were becoming harder for many customers in his market to justify, even when the performance was there. Customers still wanted quality, but they were also watching every dollar.
That’s where CEAT Specialty entered the picture!
Montgomery says CEAT was introduced through Best One of Indy, and from the beginning, the positioning made sense. In his view, CEAT sits right alongside the big competitors in terms of what it offers, while landing at a price point that is easier for customers to accept. When he compares it the industry’s best known brand, “it is almost half the cost, yet I think it can still perform just as well.”
That balance matters for his business. It gives him an option that protects the customer’s budget without forcing him to lower his standards. He can recommend a tire he feels confident in, and the customer doesn’t have to stretch further than they planned just to get something reliable.
