28 | T T Karen Phelps Local companies looking after local motorists Darren and Michelle Erb - proud to be meeting the motoring needs of New Plymouth residents. Advantage Tyres New Plymouth - AA Auto Centre REGIONAL DEVELOPMENT “We’re working at making a difference in our market. It’s the personal touch – we look after people and their fleets. We are proactive rather than reactive.” New Plymouth born and bred, Darren and Michelle Erb have spent the past 25 years building businesses that are firmly rooted in the local community. Their companies, Advantage Tyres New Plymouth and Bell Block, and New Plymouth AA Auto Centre, have become a familiar presence for locals needing tyres, automotive services and commercial fleet support. “We’re very proud that we are competing on a bigger stage as a local company. Being able to grow while staying true to our roots is something we value highly,” Darren says. “We employ 20 staff across our businesses, so it’s about creating jobs as well,” says Michelle. “Being local is an important part of our story.” Darren, a mechanic by trade, and Michelle, with an administrative background, first launched AA Auto Centre in New Plymouth 25 years ago offering Warrant of Fitness, servicing, repair and inspection services. Advantage Tyres followed about 15 years ago, providing a dedicated retail tyre service for cars, SUVs, 4x4s and vans. Around two years ago the couple opened a new, purpose-built site in Bell Block. The move was driven by necessity – their original town site could not accommodate larger commercial fleets, and the couple seized the opportunity to consolidate Beaurepaires into their Bell Block operation. They say the Bell Block location in particular has seen rapid growth, mirroring the expansion of the surrounding commercial area. While Bell Block focuses on commercial clients, the New Plymouth store primarily serves the retail market. Both locations cater to local motorists with services such as wheel alignments, puncture repairs and tyre fitting Managers run each site on a day-to-day basis, allowing the couple to maintain an overall business perspective, while ensuring high standards across both operations. A distinguishing feature of their work is the commercial arm of Advantage Tyres, which focuses on fleet services. “We’re a local family and a local company. That’s our point of difference,” says Darren. “We’re working at making a difference in our market. It’s the personal touch – we look after people and their fleets. We are proactive rather than reactive.” The company places emphasis on maximising the life of tyres through comprehensive inspections, re-grooving and retreading programmes, including the Michelin tyres programme. “Michelin retreads provide extended tyre life, lower cost-per-kilometre, and reliable safety,” says Darren. “It helps our customers reduce operating costs rather than buying new tyres all the time, and reduce environmental impact. “It’s a whole circular process when their tyres reach end of life. It’s about our customers getting the most out of their tyres.” The couple’s services include car batteries, wiper replacement and more. They work with all types of vehicles, from tractors and harvesters to implements and trailers, loaders and dump trucks to graders and scrapers, forklifts, heavy truck and bus fleets to name but a few. The couple’s commitment to the local community extends beyond business. They are passionate about supporting the region and fostering relationships with customers that go beyond the transactional. “We want to be known as a business that looks after its people and its community,” says Darren. “We’re not just providing a service,” Michelle adds. “We’re creating trust and reliability in our community. That’s what keeps people coming back.”
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