We realized that the mark-up on both new and used tires are simply too high: sometimes more than $70! We immediately stopped the wholesale process of used tires. We decided a few months later that we would charge no more than $25 for every used tire we sell. All tires, all sizes, all tread percentages from 50% to 95%... every tire is $25! Within a month we added installations and formally became "No Tire Over 25 Guys".