Discount Tire Company is a tire and wheel retailer owned by The Reinalt-Thomas Corporation, headquartered in Scottsdale, Arizona. Discount Tire is known as Americas Tire in California (except for San Diego County, where it is still known as "Discount Tire"). Discount Tire was founded in 1960, in Ann Arbor, Michigan, by Bruce T. Halle. After a couple of false starts in other businesses, Halle decided to go into business on his own. He rented an old plumbing supply building on Stadium Boulevard in Ann Arbor. Halle tidied up the place and hung a sign outside that displayed his stock of six tires (two new and four retreads), and waited for new business. It took three days before Halle received his first customer, and four more before he sold his first tire. Halle admitted to having no real business plan in place when he first opened his doors. Discount Tire grew to over 200 stores by 1990, opened its 500th store in 2002, and grew to over 900 stores in 28 states by 2015. Discount Tire grew from a one-man operation into the largest independent tire and wheel retailer in the world. Its growth has been largely attributed to the company’s focus on reasonable prices, customer service, and its satisfaction guarantee. Halle understood that for a company to excel in a commodity market, product differentiation was a non-starter. However, improving the customer experience could greatly improve the brands value.