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What does it take to build a global company that competes with the biggest names in the industry while never losing sight of its people?
On Episode 97 of The Plant Movement Podcast, Willie Rodriguez sits down with Tony Gonzalez, Founder, CEO, and Chairman of Tire Group International (TGI), to discuss the journey of building one of the world's leading tire distribution companies from the ground up.
Tony shares the remarkable story behind his family's tire business, which began in Cuba in 1942, and how he founded TGI in 1992 before launching the Cosmo Tires and Astro Tires brands. He also opens up about selling a majority stake of the company to Roger Penske's private equity group in 2011 and the incredible journey of buying the company back in 2022.
This episode goes far beyond tires. It's a masterclass on leadership, company culture, customer experience, branding, and creating a business that people genuinely want to be part of.
Topics include:
- The history of Tire Group International and the Gonzalez family's entrepreneurial journey
- Building Cosmo Tires into a global value brand competing with premium manufacturers
- The engineering, testing, and investment behind designing proprietary tire lines
- Growing from an export-focused company to a dominant force in the U.S. market
- Choosing business partners based on values, trust, and long-term relationships
- Why customer experience is a competitive advantage—from no-hassle warranties to surprise swag deliveries
- Creating the Tire Delivery Specialist program and redefining service in the wholesale industry
- How simple ideas like "Lollipop Friday" strengthen customer relationships
- Building a culture where employees become owners through the TGI Owners Group
- Why honesty, transparency, and keeping your word matter more than short-term profits
- Tony's philosophy that money is the byproduct of doing the right things consistently
Throughout the conversation, Tony explains how attention to detail, relentless innovation, and investing in people have allowed TGI to grow while maintaining the family culture that has defined the company for decades.
Whether you're an entrepreneur, business owner, sales professional, or simply looking to build a stronger company, this episode is packed with practical lessons on leadership, branding, customer service, and creating a business that lasts.
Success isn't built by chasing money, it's built by serving people, honoring your values, and doing the little things better than anyone else.
🎙 Hosted by Willie Rodriguez - Produced by Eddie Gonzalez
Guest: Tony Gonzalez – Founder, CEO & Chairman, Tire Group International (TGI)
Topics: Entrepreneurship • Leadership • Company Culture • Customer Experience • Branding • Wholesale Distribution • Manufacturing • Innovation • Family Business • Business Growth
#ThePlantMovementPodcast #TonyGonzalez #TireGroupInternational #TGI #CosmoTires #Leadership #Entrepreneurship #BusinessGrowth #CustomerService #CompanyCulture #Manufacturing #Sales #Innovation
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