The History of Telle Tire & Auto Centers
Four generations and more than 75 years of providing top-notch auto service to the families of St. Louis
For four generations and more than 75 years, Telle Tire & Auto Centers has maintained a passionate focus on solving customer’s problems through attention to detail, collaboration and integrity, while creating long-lasting relationships.
The Telle tradition of providing personal service, quality products and business innovations remains as important today as it was for Chuck Telle and his father in the mid-1900’s.
Read about the storied history of Telle Tire & Auto Centers, and learn why our focus is on the quality of yesterday, the knowledge of today and the accommodations of tomorrow.
THE FIRST GENERATION: Froesel-Telle
C. Arthur Telle
The early years were characterized by business growth, as Froesel-Telle quickly rose to be the top choice of St. Louis drivers.
1942: World War II created a strong demand for recapping tires. In 1942, C. Arthur Telle and Dan Froesel stepped up to this need after they found a second-hand retreading mold. Froesel-Telle, a tire recapping business, was formed in Froesel’s mother’s garage on Hoover Avenue in Richmond Heights. Froesel-Telle soon outgrew the garage, and the company moved to a storefront a couple streets away on Hoover Avenue.
1946: Froesel-Telle outgrew its Hoover Avenue location, and built a bigger shop at Big Bend Boulevard and Dale Avenue, which still serves Richmond Heights families to this day.
1952: Froesel-Telle doubled the size of its Big Bend location to keep up with demand, which focused on retreading tires, as well as retail tire and auto service.
1956: Growth once again forced Froesel-Telle to expand. The Big Bend location became focused on auto and tire service, while the retreading operation moved elsewhere.
1962: 20 years after Froesel-Telle started, Dan Froesel and C. Arthur Telle agreed that their business interests were better served individually, and they parted ways amicably. From there, C. Arthur Telle, along with his son, Chuck, took sole ownership of the Big Bend shop.
THE SECOND GENERATION: Telle Tire Company
Under the guidance of Chuck Telle, Telle Tire garnered national attention as a top-notch auto repair shop and, as always, remained at the forefront of automotive technology.
1976: To provide faster customer service and a better tire selection, Telle Tire Company added a 5,000-tire warehouse to its business.
1977: Telle Tire Company was recognized as Missouri’s first “Tire Service Specialty Shop” by the National Tire Dealers and Retreaders Association.
1978: Founder C. Arthur Telle Sr. passed away at age 81.
1982: In an effort to provide a better customer service experience, Telle Tire Company completely renovated their waiting areas, offices and shops. Prominent St. Louis designer Marcia Smith oversaw the redesign, which is another indication of Telle’s first-class approach to customer satisfaction.
1988: As automotive technology advanced, it demanded more diagnostic and specialized engine work. Telle, always at the forefront of automotive technology advances, purchased and renovated the building directly across from its Big Bend location to be used specifically to concentrate on these areas of auto repair.
THE THIRD GENERATION: Telle Tire & Auto Service
Mark and Scott Telle
Third-generation owners Scott Telle, a Missouri Tire Industry Hall of Fame inductee, and his brother, Mark, continued to focus on providing top-notch auto service to St. Louis families.
1992: Second-generation owner Chuck Telle retires, leaving the family business to his two sons, Mark and Scott.
2003: Chuck Telle was inducted into the Missouri Tire Industry Hall of Fame during the organization’s annual convention.
2003: Scott Telle’s son, Aaron, joins the business full-time.
2006: Second-generation owner Chuck Telle passes away at the age of 79, after a 9-month illness.
2007: Aaron Telle takes over day-to-day operations.
2008: Third-generation owner Mark Telle retires, remaining part owner with his brother, Scott, but was no longer involved in the day-to-day operations.
2009: Scott Telle became ill and his 14-year battle with a rare blood disease came to an end. Subsequent to his bone marrow transplant in 1997, Scott had been able to work side by side with his son, Aaron, to show him how to run the family business. “It is a memory I will never forget and will always be grateful that I had an opportunity to work with my father,” Aaron Telle said.
THE FOURTH GENERATION: Telle Tire & Auto Centers
Aaron and Alex Telle
Aaron Telle President & CEO
Aaron and Alex Telle continue the Telle tradition of building lasting relationships with its customers, by staying on the breaking edge of automotive technology and enhancing the company’s customer service experience.
2009: Aaron Telle becomes President of Telle Tire & Auto Centers.
2010: Aaron Telle officially takes over as the fourth-generation owner of Telle Tire & Auto Centers.
2011: Third-generation owner Scott Telle joins his father, Chuck Telle, in the Missouri Tire Dealers Hall of Fame. To increase service offerings within St. Louis, in May 2011, Telle Tire & Auto Service expanded operations to a second location in Sunset Hills on South Lindbergh Boulevard.
2015: Aaron begins to lead what will be many years of extensive growth through acquisition, expanding Telle Tire & Auto Service into Alton, IL and into Fenton, MO.
2016: Telle Tire & Auto Service expands into South County. Aaron was highlighted as a young leader in the industry in Missouri Tire Dealer’s On the Rise which led to distinguished opportunity to meet with Bruce Halle, Chairman & Founder of Discount Tire, the following year.
2017: Continued growth led to re-branding to capture the attention of a broader market and updates the company name for the first time in company history, from Telle Tire & Auto Service to Telle Tire & Auto Centers, capturing multi-store locations understanding along with an updated logo. Further, branding with new slogan of Driving Your Way and new website rollout. A dozen vehicles were purchased and wrapped in the company advertising to offer customer’s top of the line complimentary loaner service and valet service. An additional acquisition extends footprint into St. Charles, MO.
2018: In a year of prolific growth, Telle Tire & Auto Centers adds locations in Bridgeton, the Central West End, Jefferson City, and Eureka. The Jefferson City acquisition marks the first expansion outside of the greater St. Louis area market.
2019: Telle Tire & Auto Centers was recognized in the St. Louis Business Journal as the 24th Fastest Growing Company in St. Louis in addition to being named a recipient of the Family Business Award. Telle Tire was also identified as a 2019 Tire Business’ Top 6 National Finalist for Best Places to Work.
2020: Telle Tire & Auto Centers acquired KC Complete Auto Service, which includes five locations. This marks the first multi-store acquisition and the first expansion into the Kansas City market. Telle Tire was identified as the 67th largest Tire Dealer in National Publication Tire Business and ranked 36th Fastest Growing Company in St. Louis in the St. Louis Business Journal. An additional St. Louis acquisition in South County extends footprint in the St. Louis Area bringing total store count to sixteen.
2021: Telle Tire & Auto Centers acquired JBC Tire Complete Auto Care, including two store locations and expansion into the Springfield market. Telle Tire was recognized as one of four finalist for the The Top Shop Award which recognizes the extraordinary independent tire dealers whose business practices reflect the utmost in quality, innovation, service excellence and professionalism, and whose team members work to ensure that customers return to their dealership with confidence and trust — time and time again,” says Mary DellaValle, Tire Review editor. “We salute the past and future Top Shop winners and finalists who embody these guiding principles for success as a daily course of action.” Telle Tire & Auto Centers has 19 locations throughout the state of Missouri and 135 associates.
Under the leadership of fourth-generation owner Aaron Telle, Telle Tire & Auto Centers have grown from one location in St. Louis to more than ten across the St. Louis metro area and Jefferson City. With the recent acquisition of KC Complete Auto Service, Telle Tire is excited to span the state of Missouri adding five stores to serve Kansas City residents and remains looking for new expansion opportunities. Telle is still family-owned and remains steadfast in its commitment to provide Missouri families with the highest quality auto service and the most convenient customer experience.