Direct Tire founder Barry Steinberg dies at 75
By Andy Rosen Globe Staff,Updated May 3, 2021, 11:33 a.m.
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Barry Steinberg.Courtesy of the Steinberg family
People who worked for Barry Steinberg knew he wasnât the type to hold a grudge over a mistake. The founder of Direct Tire and Auto Service prided himself on his judgment of character, and he went out of his way to hire people recently released from state prisons.
But when Mr. Steinberg caught a staff member selling a woman an unnecessary brake job, that salesman didnât get a second chance. He fired the worker on the spot. The value of that transaction, he recalled later, was nothing compared with the potential harm of driving away a customer. Mr. Steinberg said he offered to return the womanâs money, and she came back many times as a satisfied customer.
Direct Tire owner Barry Steinberg dies
Direct Tire owner Barry Steinberg dies
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WATERTOWN, Mass. Barry Steinberg, founder and CEO of Direct Tire & Auto Service, died April 27 of prostate cancer. He was 75.
He served in the U.S. Army in Thailand during the Vietnam War. After his service, Mr. Steinberg began a lifelong career in the auto service business, initially working for Duddy Kravitz at Duddy s Tire.
In 1974, he partnered with his friend Albee Stone, founding Direct Tire & Auto Service in Watertown. After six months he bought Mr. Stone s share of the business.
The
dealership grew to five locations in the Boston area in Watertown, Norwood, Peabody, Natick and Medway.