Phillip Kane, CEO of Turbo Wholesale Tires, recently sat down with Mike Edge on the Gain Traction Podcast to share insights on accelerating brand growth, supporting independent dealers, and building a tire company that values relationships as much as results.
The conversation covered everything from Phillip’s deep roots in the automotive industry to Turbo’s ambitious vision for growing Lexani, Lionheart, and Rolling Big Power into tier-two tire brands—and doing it faster than anyone thought possible.
Challenging the 20-Year Timeline
Historically, it’s taken tire brands like Toyo, Yokohama, and Hankook about 20 to 25 years to move from tier-four status to tier-two recognition. Phillip’s bet? That timeline can be accelerated—without cutting corners.
"I had this notion that you could do that faster," Phillip explained. "So we looked at their history and identified the things the industry requires to be regarded as a higher-tier brand. Our focus has been doing those things, but on a much faster timeline."
For Turbo, that means expanding product lines, deepening distributor partnerships, and helping independent tire dealers win by offering them premium brands with better margins and semi-exclusive territories.
A Lifetime in the Business
Phillip’s journey to leading Turbo Wholesale Tires didn’t happen overnight. Raised in a family of International Harvester truck dealers, he grew up around engines, vehicles, and the people who drove them. After stints at Snap-on, NAPA, Goodyear, and Pirelli, he entered the private equity world and eventually took the reins at Turbo.
"I guess you could best describe me as a car guy or a tire guy," Phillip said. "I love cars that are loud and fast, and I truly love tires."
That passion translates into how Turbo operates today. The company isn’t interested in competing with its distributor partners or rolling up wholesale operations. Instead, Turbo focuses on growing brand share—not distribution share—and ensuring its dealers have the tools and support they need to succeed.
Brand Share Over Distribution Share
One of the most important distinctions Phillip made during the podcast was Turbo’s philosophy around distribution. When the company acquired TWI (Tire Wholesalers Inc.) in the Midwest, some in the industry worried Turbo was becoming another wholesale rollup.
"We made it clear up front: we're not interested in distribution share. We're interested in brand share," Phillip said. "We have no interest in competing with our distributor customers."
That acquisition allowed Turbo to convert non-Turbo brand business into Lexani, Lionheart, and RBP sales before ultimately selling the operation to K&M Tire—a win-win that reinforced Turbo’s commitment to supporting, not competing with, its partners.
Leadership Rooted in Kindness
Beyond business strategy, Phillip shared the personal philosophy that guides his leadership: “Life is a choice.”
"If the first four or five thoughts that go through your mind in the morning are positive ones, chances are you're going to have a pretty good day," he told Mike. "And however you confront things that happen throughout the day—they're a choice."
Phillip’s favorite book, To Kill a Mockingbird, reflects that mindset. The story’s central theme of human kindness resonates deeply with how he approaches both business and life.
“Kindness shouldn’t stop at our own personal convenience,” he said. “It’s something we should do all the time, regardless of cost or convenience.”
Design With Purpose
What’s notable about all three new products isn’t just their performance specs, it’s the thoughtful approach to naming and design. Each tire features carefully considered visual elements and nomenclature that connect with enthusiast communities without being overly aggressive or niche.
This subtle approach reflects Lionhart’s understanding of their target customer. These aren’t buyers looking to make bold statements with their tire choice. They’re drivers who appreciate quality details and want their replacement tires to enhance rather than compromise their vehicle’s complete personality.
Beyond aesthetics and performance, Lionhart backs these new lines with comprehensive warranty coverage that reinforces the brand’s commitment to value-conscious replacement buyers. Each tire comes with substantial mileage warranties that provide confidence in long-term performance, while road hazard protection coverage offers peace of mind against the unexpected.
This warranty structure acknowledges that buyers want assurance their investment will deliver lasting value, not just immediate performance. For dealers, these warranty benefits provide additional selling points that differentiate Lionhart from commodity alternatives while building customer confidence in their purchase decision.
What's Next for Turbo?
With around 150 employees and operations spanning from Michigan to California, Turbo Wholesale Tires is on a clear growth trajectory. The company continues to expand its product offerings, strengthen distributor relationships, and build brands that deliver value to independent dealers and their customers.
For dealers interested in partnering with Turbo, Phillip’s message is simple: visit turbotires.com to learn more about the value proposition and what it takes to join the family.
You can listen to the full episode of the Gain Traction Podcast featuring Phillip Kane on YouTube, Spotify, or Apple Podcasts. Whether you’re a dealer, shop owner, or just passionate about the tire industry, it’s a conversation worth your time.
