Driven To Succeed: Baxter Tire & Auto Celebrates Three Decades In Pasadena

Any half decent Santa impersonator will admit that he relies on an army of elves to work collaboratively when manufacturing toys to deliver across the world on Christmas Eve. At Baxter Tire & Auto, owners John and Rose Baxter follow a similar team-oriented philosophy but on a smaller scale.

“In order for it to work, it has to be teamwork, family work,” Rose said. “There are no chiefs. We’re all just workers.”

Today, the company has nine full-time employees (including John and Rose’s son-in-law), but it wasn’t always so successful. After working at Stidham Tire, John started his own company in 1986, aided by a single mechanic. Eventually Rose left her job at a beauty shop and started handling the financial operations.

“She said, ‘Johnny, there is no money in the bank. Aren’t you scared?’ And I said, ‘Every day,’” John recalled with a chuckle.

The couple can laugh about their misfortune now, but when they were up-and-coming entrepreneurs with little support, business was no laughing matter.

They started in Lakeshore Plaza, at a vacant spot that previously held a Firestone. Management at the shopping center approached John and told him they would front $40,000 if he stayed in business for three years or longer. Anything less and he would have to repay some of the funds.

The Baxters endured for those three years and 20 more before they were informed that their lease was cancelled. “We’ve had our struggles, but we got through them,” Rose said. “The most devastating was when we lost our lease in Lake Shore after 23 years. That’s when I learned what it was like to have a panic attack.”

Luckily, unbeknownst to John and Rose at the time, two friends had just secured a building near the intersection of Mountain Road and Mayfield Road, and they later offered a spot to Baxter Tire & Auto. “It was just an empty shell where they were building boats,” John said. “We took a big chunk out of our retirement fund because there was no wiring for the lifts.”

The move was costly, but the business flourished. “Because we were blessed by all of the people who have continued to follow us, we now have a manager and assistant manager at the counter,” Rose pointed out. “We didn’t have that privilege before. We have gained many customers by word of mouth.”

The Baxters even grew with a reliable staff and family members who pitched in wherever necessary. “It was nice when our daughters were here and we had them running tires,” John said, with Rose adding that, “Soon, we’ll have a 16-year-old granddaughter who will run for parts and tires.”

Add those teens to the many adolescents who got their first jobs at Baxter Tire & Auto, where they received life lessons from Rose and an understanding from John about what it takes to run a mom-and-pop business. Above all, John has taught young employees about customer service.

“We have 12 shops within a mile,” John explained. “What makes us different is that I tell customers, ‘Here’s my home phone. Here’s my cellphone. Call me if you need anything.’”

Added Rose, “We want to do what is best for the customers. It’s hard to compete against the big guys, but because people kept coming, we were still able to compete.”

In fact, it was one of those companies that Baxter almost had to battle in court. Originally named Tires Plus, Baxter Tire & Auto was the result of a name change after a larger Tires Plus entity threatened to sue over the naming rights during the early 1990s.

The name change didn’t deter customers, who kept flocking to the shop because they trusted the Baxters, who have prioritized honesty above all other aspect of their business.

“When I talk at conferences, I say, ‘I don’t try to sell anything. I suggest things,’” John said. “‘You have four bald tires, so I suggest you get new ones.’ Or I’ll tell them, ‘You have 8,000 more miles on your breaks.’”

To learn more about the anniversary, visit the repair shop at 2904 Mountain Road in Pasadena. John and Rose have plenty of stories to share.

“It’s been a great experience,” Rose said. “We’re blessed and so thankful to the community for supporting us.”