Moore continues the family legacy
Jason Moore is a member of the third generation in his family making a living in Coalville through the automobile.
His grandpa owned a car dealership and his dad owned a gas station and towing company. Three months ago, Moore opened Moore’s Tire and Lube.
"I’ve been around the towing industry and oil and tires my whole life," he said.
Moore is also happy to keep the business name in the town.
"The Moores have been around Coalville for quite a while," Moore said. "My great-great-grandpa started a blacksmith shop here. Our last name, we’ve been around this town for so long doing business and it’s kind of nice keeping it here."
His father’s towing business, Moore said, was "getting so outdated" they decided to shut it down, and Moore started the oil and tire shop. His shop also does safety inspections, batteries and brakes.
"There was no other business like it," he said. "There wasn’t a business dedicated to that in Coalville."
The immediate success of the business proves the demand as the 28-year-old Moore is far busier than he thought he’d be. When he started the business, he had to give the bank estimated numbers for a business loan. Moore said those numbers were about four times less than what he is doing.
"I didn’t dream I’d ever be this busy," Moore said. "We are averaging 90 customers a week in a small town of just 2,000 people."
Prior to Moore’s business, most people in Coalville, Moore said, would drive to Park City and Salt Lake for tires and oil changes.
"Now they can just leave their vehicles with me and then go to work," Moore said. "People who want it done immediately and we can work with everyone’s schedule."
People can come by without an appointment, he said, leave their vehicles and pick up their car when they can. Moore will even give his customers, in most cases, a lift home.
Not only is his shop more convenient for residents, but Moore claims he can compete with larger cities and larger businesses.
"Right now I can match pricing, whatever I need to do, I can do it," Moore said.
Moore is trying to do more business with dealerships that are discovering he can compete with the big boys.
"I just got a hold of Legacy Dodge and they said, ‘You can’t compete with Les Schwab.’"
When he showed the company his prices, Legacy Dodge was surprised.
"He was impressed that a small business in Coalville could compete with a big business in Salt Lake City," Moore said.
Moore admitted that some mechanics have a bad reputation for cheating the costumers. Not every business is dishonest, he said, but a few ruin it for everyone else. Honesty, he says, is "huge" in creating a successful business.
"Especially in a small town," Moore said. "If you are dishonest to one person, that could ruin an entire business. One person, it could turn into 50 or 60 people and go down the line. It’s better to stay honest with people. If the guy found out down the road that I was dishonest, how does that make me look?"
Vaughn Staples, a Coalville resident who works in the oil fields and runs a farm, agrees that some mechanics have a dishonest reputation.
"I know they do," Staples said. "There’s a couple in the town and one guy will give you the shirt off his back and one will gouge you for every dime he can get."
Staples learned what kind of business Moore ran when he purchased Toro tires recently.
"I ordered the tires and paid for them and he called me about an hour later and said, ‘Vaughn, I made a mistake.’ That don’t happen very often," Staples said.
At the time, Moore didn’t know that Toro was running a sale and he just went off his computer’s price. Moore told Staples he over-quoted him on the price and offered him a rebate check.
"He already paid for his tires in advance and I easily could have said nothing," Moore said.
"I wouldn’t have known the difference," Staples said. "In my experience, this had never happened to me, I was totally amazed. It wasn’t a lot of money, but by golly, every bit helps. I was totally utterly amazed. It’s great to work with people like Jason and that was awesome."
Moore feels an ethical responsibility to give customers his best effort.
"I’m only 28 and people put so much trust in you," Moore said. "Older people come in here and they trust your opinion. It’s a pretty good feeling to know they put that much trust in you."
Staples said he has a fleet of automobiles that regularly require new tires and Moore’s honesty won him over.
"I really admire Jason from that and I’ll never buy tires from anyone else," Staples said.
Through word of mouth, Moore said he’s received other business because of Staples’ experience.
"It will make or break your business," Moore said. "Over a few dollars, it isn’t worth it to be dishonest. I’d rather make less money per customer and get more customers."
Moore’s Tire and Lube is located at 50 South Main Street in Coalville. For more information, call 336-TIRE.
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