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Go Back (to archives)Small businesses are interesting because their stories are the stories of the people who own and operate them. We always enjoy interviewing owners and hearing their stories because they are living testimonials to free enterprise, intelligence, and hard work.
One such enterprising small business is Llantera Torres owned by Victor Torres Gutierrez. For a year now Victor's tire shop has been on the corner across from Rocky Tile. We stopped in the other day and met Victor, his brother Francisco, who works with him, and his 4 dogs: Bloquie, Blackie, Gringo, and Guera. Since the shop building is small, most of the tires are outside, so the dogs perform a valuable service as watchdogs.
Victor sells only used tires. He says the cost of new ones is so high that most people can't afford them. He carries all sizes and gives a one-week warranty on them. The tires come from Mexicali. In Mexico tires are generally more expensive than in the U.S. because they have to be imported, and tires are more expensive in Pueto Peñasco than other cities because it is out of the way of major highways and commercial shipping routes. People who want new tires can often buy them at service stations. Of tires made in Mexico; Victor says Euzkadi Radials are the best.
Victor has 2 customer services that make him stand out. First, his shop is open 24 hours, so emergencies can be taken care of at any hour. Francisco is usually on duty during the day, and Victor at night. We asked how many clients he gets at night and he said an average of 2 or 3 per night.
Victor's second innovation is a mobile tire repair service, just recently inaugurated. He can be reached on his cellular phone at 4-14-81 and will come to clients and repair their tires on the spot. He gives a warranty for one week on these jobs.
Obviously Victor is a young man who is able to see a need and meet it. That's how businesses grow and thrive. I was really impressed with his energy and farsightedness.
Victor worked for the railroad as a welder and mechanic for 2 years before opening his shop. He's been repairing cars most of his life. He is married; his wife Alicia is from Hermosillo. He has 3 children: Reyna Yamileth, 3; Raquel Abigail, 14 months; and Victor Angel, who was just 5 days old on the day we were there.
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