Beaurepaires

Beaurepaires is an Australian tyre retail and repair chain whose origins date to 1922. The business was founded by Frank Beaurepaire, an Australian and Australasian Olympic swimmer who entered the tyre trade after receiving money connected with rescuing a victim of a shark attack in Sydney. From its original Australian base, Beaurepaires developed into a recognisable consumer-facing network selling tyres and providing associated automotive services, including tyre fitting, repairs and other vehicle maintenance work. It later operated in both Australia and New Zealand, making it one of the more visible specialist tyre-service brands in the two markets. The brand’s identity has historically been built around physical retail locations, local automotive service and a broad range of replacement tyres. Rather than functioning solely as a tyre manufacturer’s label, Beaurepaires occupied the retail and service layer between tyre suppliers and motorists. Its stores served private vehicle owners and other road users seeking replacement tyres, puncture and tyre-related repairs, balancing and related workshop assistance. The chain’s market presence was supported by its association with Goodyear and Dunlop Tyres Australia, which made it part of a larger tyre-industry structure while retaining a distinct consumer brand. Beaurepaires also developed a notable marketing profile. Beginning in 2018, it sponsored DJR Team Penske in the Supercars Championship, linking the brand with Australian motor racing. In 2019 it became title sponsor of the Melbourne 400, a Supercars event held as part of the Australian Grand Prix program. In New Zealand, the business was especially associated with television advertising featuring Australian actor Vince Martin. Martin appeared in the brand’s advertising for more than two decades, including recurring Christmas commercials and the deliberately simple “This is a spoon” campaign concept. The brand entered a period of strategic uncertainty in the 2020s. In 2023, Beaurepaires locations in New Zealand were rebranded as Advantage Tyre Solutions. In February 2024, reports said Goodyear and Dunlop Tyres were considering closing or restructuring the Beaurepaires network of approximately 100 Australian locations. Discussions with Bob Jane T-Marts about acquiring the chain did not result in a full network transaction; Bob Jane instead reportedly pursued only a selection of profitable sites. A number of locations subsequently changed to Goodyear or Dunlop Tyres branding. These developments indicate a shift away from Beaurepaires as a unified trans-Tasman retail identity, although the ultimate status of every location and the brand itself requires confirmation.

Beaurepaires was established in Australia in 1922 by Frank Beaurepaire. Before entering business, Beaurepaire was known as an Olympic swimmer who represented Australia and Australasia. The capital associated with the company’s founding was linked to money he received after rescuing a person from a shark attack in Sydney. The business subsequently developed as a tyre retail and repair operation, serving motorists through a network of physical stores rather than operating primarily as a tyre manufacturer. Over time, Beaurepaires became a recognised Australian automotive-service name. Its principal activity was the retailing and fitting of replacement tyres, supported by repair work and other workshop services. The chain’s stores provided motorists with a local point of access for tyre replacement, puncture-related work and routine vehicle support. The brand expanded beyond Australia into New Zealand, where it operated a parallel retail network and developed its own advertising presence. The business was associated with Goodyear and Dunlop Tyres Australia and ultimately became a subsidiary within that structure. This relationship connected Beaurepaires to major tyre brands and distribution capabilities while preserving Beaurepaires as a separate consumer-facing retail identity. Its positioning remained service-led: customers generally encountered the brand through store signage, tyre sales, fitting and workshop interactions. Marketing helped establish the brand beyond its retail footprint. In New Zealand, television advertising featuring Australian actor Vince Martin became a long-running part of the brand’s public image. Martin appeared in Beaurepaires commercials for more than 25 years, including seasonal Christmas advertisements and the intentionally uncomplicated “This is a spoon” concept. In Australia, the company pursued a more overt motorsport association. It sponsored DJR Team Penske in the Supercars Championship from 2018 and became title sponsor of the Melbourne 400 in 2019, aligning the brand with a prominent Australian racing and automotive audience. The Beaurepaires network later underwent substantial geographic and strategic change. All New Zealand locations were rebranded as Advantage Tyre Solutions in 2023. In February 2024, reports stated that Goodyear and Dunlop Tyres Australia were considering closing or reshaping the approximately 100-site Australian Beaurepaires network. Some locations were expected to adopt Goodyear Auto Service, Goodyear or Dunlop branding. A possible sale to Bob Jane T-Marts was discussed, but negotiations did not lead to a complete acquisition; Bob Jane instead reportedly focused on selected profitable locations. Because the available reference material does not establish whether the Beaurepaires trademark was formally discontinued everywhere, its present legal and operational status is best recorded as uncertain.

• 2024

  Australian network restructuring reported

  [1]Beaurepairesen.wikipedia.org

  Reports describe possible closure, sale or rebranding of the Australian Beaurepaires network, with some locations moving to Goodyear or Dunlop branding.

• 2023

  New Zealand network rebrand

  [1]Beaurepairesen.wikipedia.org

  All New Zealand Beaurepaires locations are rebranded as Advantage Tyre Solutions.

• 2019

  Melbourne 400 title sponsorship

  [1]Beaurepairesen.wikipedia.org

  Beaurepaires becomes title sponsor of the Melbourne 400 Supercars event.

• 2018

  DJR Team Penske sponsorship begins

  [1]Beaurepairesen.wikipedia.org

  Beaurepaires begins sponsoring DJR Team Penske in the Supercars Championship.

• 1922

  Beaurepaires is founded

  [1]Beaurepairesen.wikipedia.org

  Frank Beaurepaire establishes the Australian tyre retail and repair business.

A locally accessible tyre retailer and automotive service network, positioned around replacement tyres, practical vehicle maintenance and convenient workshop support for motorists in Australia and, historically, New Zealand.

• Tyres

  Replacement tyres

  Beaurepaires’ core offering was the sale and fitting of replacement tyres for passenger vehicles and other road vehicles. The retail model connected customers with tyre products through a network of local stores and workshops. Specific current product ranges and manufacturer mix are not established in the supplied reference material.

• Automotive services

  Tyre repair services

  The chain provided tyre-related repair support, including assistance with punctures and other common tyre problems. These services complemented its replacement-tyre business and formed part of the practical workshop proposition offered through Beaurepaires locations.

• Automotive services

  Automotive workshop services

  Beaurepaires stores also operated as automotive service points, offering tyre fitting and related vehicle-maintenance assistance. The available material does not provide a complete list of services or confirm which services remained available after the reported network rebranding.

• 2019Beaurepaires Melbourne 400

  Australia

  The brand became title sponsor of the Melbourne 400, a Supercars event held as a support event to the Australian Grand Prix.

  Outcome. The sponsorship increased the brand’s presence within a major Australian motorsport event; no measured campaign outcome is provided.

  Source
• 2018DJR Team Penske sponsorship

  Australia

  Beaurepaires sponsored DJR Team Penske in the Supercars Championship, using Australian motor racing to reinforce its automotive positioning and reach motorsport audiences.

  Outcome. The sponsorship established a visible association between Beaurepaires and Supercars, although the supplied material does not quantify its commercial results.

  Source
• Vince Martin television advertising

  New Zealand

  Australian actor Vince Martin served as a long-running spokesperson in New Zealand television advertising, appearing in recurring Christmas commercials and the simple “This is a spoon” advertisement.

  Outcome. The advertising became a distinctive part of Beaurepaires’ New Zealand brand recognition over more than 25 years.

  Source

• 2024

  Consider closure and rebranding of Australian storesStrategy

  Background

  Goodyear and Dunlop Tyres Australia reportedly reviewed the future of an Australian Beaurepaires network of approximately 100 locations.

  Action taken

  The reported plan involved shuttering or rebranding locations, with some sites moving to Goodyear Auto Service, Goodyear or Dunlop branding.

  Aftermath

  Several locations reportedly changed branding, while discussions with Bob Jane T-Marts did not result in a full-network acquisition.

  • Bob Jane T-Marts — Bob Jane T-Marts reportedly considered acquiring the chain but ultimately focused on selected profitable locations rather than purchasing the entire network.

  Source

• 2023

  Rebrand the New Zealand networkStrategy

  Background

  The New Zealand Beaurepaires network was moved away from the historic Beaurepaires identity.

  Action taken

  All New Zealand locations were rebranded as Advantage Tyre Solutions.

  Aftermath

  Beaurepaires ceased to operate as the visible retail brand across its New Zealand locations.

  Source

1. 1Beaurepairesen.wikipedia.org