Enhanced Loyalty Program Reaffirms Strong Commitment to Dealer Partners
New 2026 enhancements also include expanded Commercial Flex Program
Huntersville, NC — January 12, 2026 — American Tire Distributors (ATD), one of the largest independent suppliers to the replacement tire market, reaffirmed its commitment to delivering unmatched value and service to its dealer partners today with the launch of its enhanced Customer Loyalty Program. This simplified, growth-focused rewards platform offers greater value, transparency, and flexibility for tire retailers, reflecting ATD’s dedication to supporting dealer success at every step. The program began on January 1, 2026.
Central to ATD’s 2026 strategy, the revamped Customer Loyalty Program introduces a clear “Road to Loyalty” that rewards dealers on overall engagement and growth with ATD. The program simplifies rewards, making them easier to understand, track, and are more closely aligned with how dealers run their businesses.
“The Customer Loyalty Program is about rewarding commitment and helping our dealers grow profitably,” said Kirk Feinswog, ATD senior vice president of sales and marketing. “Every tire purchased through ATD delivers added value. The more our dealers grow with us, the more meaningful the rewards become.”
This program offers a tiered structure designed to reward participants for their engagement and performance. Members can access benefits that range from basic earning opportunities to enhanced incentives, exclusive services, and added value options. The initiative also includes performance-based rewards and travel recognition, creating a comprehensive approach to supporting business growth and customer loyalty.
As part of the broader 2026 loyalty enhancements, ATD is also introducing the new Commercial Flex Program, expanding earning opportunities for commercial-focused dealers. The updated Commercial Flex structure allows dealers to earn across all commercial products.
The new Commercial Flex Program replaces the Hercules Flex Program, with existing Flex dealers automatically enrolled to ensure a seamless transition.
ATD will support the rollout with dealer communications, in-platform notifications, training and digital tools to ensure customers fully understand how to maximize the value of the Customer Loyalty Program and Commercial Flex offerings.
Learn more about ATD's Customer Loyalty Program.
