NEW ULM – Just a bunch of “tire guys” is what owner David Mitchell calls his family-owned Minnesota business Heartland Tire.

Nevertheless, the new location in New Ulm, situated on South Broadway, is the 10th store started by the company. After the opening on Tuesday, the new repair and tire service had an official ribbon cutting ceremony with the Willkommen committee on Thursday.

“Things start slow when you open a new store. So right now, we have five people working full time at our new store. All of them are locals. We’re hoping it will be eight by September,” said owner and President of Heartland Tire David Mitchell.

The business provides auto repair, large and commercial truck repair and any kind of tire service needs. Six bays are ready to service cars and light trucks, but depending on the customer’s needs, the technicians will service up to 10. Additionally, there is one truck on the road to help with farm service.

“We’re also planning on adding two or three bays for semis and a warehouse for tire storage to the back of the store. But we need the city support to pull it off”, said Mitchell.

Randy Jacobs is the manager. He was born and raised in New Ulm and previously ran an auto parts store in Sleepy Eye.

“We have a good crew, a good start and a great location. What can go wrong?” said Jacobs.

“Our philosophy is ‘we can do that’ so we try to make a visit at Heartland Tire as easy as possible for the customer. We have loaner cars for longer services and try to get everything done that the customer wants and needs,” said Mitchell.

Appointments can be scheduled online, but walk-in customers are always welcome. Hours are Monday through Friday 7 a.m. to 5 p.m. and 8 a.m. to 2 p.m. on Saturdays.

At the grand opening on Saturday, June 21, customers will be given various special offers. The winner of the price drawing will receive a set of four tires including installation.