ABOUT US
The heart of
Tire Direct
Tire Direct
At Tire Direct, we believe that great companies are built by the people who make them possible. Our team shares a culture rooted in excellence, innovation, and commitment, working every day to deliver products and solutions that exceed our customers’ expectations.
With more than two decades of experience, we have built an organization driven by talent, collaboration, and continuous improvement. Every decision we make serves the same purpose: to offer the highest-quality tires, backed by reliable service and a forward-looking vision.
Because when people grow, companies move forward. And at Tire Direct, our greatest pride will always be the team that drives every mile.
With more than two decades of experience, we have built an organization driven by talent, collaboration, and continuous improvement. Every decision we make serves the same purpose: to offer the highest-quality tires, backed by reliable service and a forward-looking vision.
Because when people grow, companies move forward. And at Tire Direct, our greatest pride will always be the team that drives every mile.
FOUNDED IN
1992
IN MEXICO
PROUDLY
58%
MEXICAN
INVENTORY OF
+6
BRANDS
PRESENCE IN
+5
COUNTRIES
TEAM OF
+103
EMPLOYEES
Our History
Since 2003, at Tire Direct we have followed a path driven by passion, commitment, and a constant pursuit of excellence. What began as a Mexican project with a clear vision of offering high-quality tires and exceptional service has become a company with an international presence and a strong track record in the tire industry.
Over the years, our growth has been the result of our customers' trust, the dedication of our team, and a philosophy based on innovation, continuous improvement, and the development of lasting business relationships. Each stage of our evolution has strengthened our commitment to providing reliable solutions for the mobility of people and businesses.
Today, Tire Direct continues to expand its horizons, bringing quality products to markets across the Americas and establishing itself as a strategic partner for distributors, fleets, and consumers. Our experience, combined with a forward-looking vision, drives us to keep evolving and meeting the needs of an ever-changing market.
More than selling tires, we build relationships based on trust and work every day to deliver safety, performance, and value with every mile traveled. That has been our essence from the beginning and will continue to be the driving force behind our story into the future.
GROWING TOGETHER
2003
2009
2013
2014
2015
2021
2023
2024
2025
2026
Foundation - 2003
Tire Direct was born out of Gonzalo Santamarina's desire to make quality tires accessible throughout Mexico. Their focus is on providing premium quality products along with exceptional customer service, all backed by sustainable business practices.
TIRE DIRECT GROUP
Team Leaders
The face of Tire Direct
Gonzalo
Santamarina
Director | CEO
Adriana
Santamarina
Administrative director | CFO
Jorge
Hernández
Commercial director
Carlos
Zambrano
Purchasing director
Vinicio
Gutiérrez
Technology director
Claudio
Rodríguez
Operational director
Luis
Hernández
Innovation Director
Alexis
Fernández
Imports Manager
José Luis
Rodríguez
Administrative Manager
David
Sahim
Sales Manager
Claudia
Torres
Credit and collection manager
Miguel
Guevara
Logistics manager
Dennise
Ayala
Human Resources Manager
Francisco
Zepeda
Sales Manager | Aztema
Lupita
Romero
Customer Service