Since 1946, Tire City has been a trusted, fifth-generation family-owned tire shop with deep roots in the Newport News community. Continuing this legacy is Mike “Mikey” Little, vice president and salesman, who takes pride in offering dependable service while building strong relationships with customers. In addition to his work at the shop, Little is studying business administration at Liberty University with the goal of furthering his career in the automotive industry and eventually taking over the family business.
Known for his thoughtful approach, Little makes it a point to empathize with customers and provide clear, helpful solutions. “Cars can be confusing for a lot of people,” he says. “Even though we drive them every day, most people don’t really understand how they work. I enjoy being the person who can step in with the knowledge and make the process easier for them.”
Outside of work and school, Little values time with his family, his girlfriend and his two dogs — Vegas, a Labrador, and Amora, a miniature poodle. “I’m lucky to see my father every day,” he says. “Not many people get to work alongside their family like I do.” Although his family has always lived in Gloucester, Little considers Newport News home. “If I wasn’t in school, I was here — it’s where I spent most of my time.”
What began as an effort by Mike Little’s great-grandfather to support the U.S. military during World War II has since evolved into Tire City, a trusted local business specializing in tires, automotive repair and maintenance. Prior to the war, the shop offered a wide range of products, including lawn mowers, bicycles and upholstery. But as the needs of the community changed in the post-war years, Tire City shifted its focus to automotive services. “Though we’ve moved away from those original offerings, we pretty much do everything else now,” Little says.
When asked what it’s like to help run a multi-generational family business, Little says with a twinkle in his eye, “I love it — especially because I love our customers. People appreciate having a local business they can trust, one that won’t take advantage of them. And since we work on cars — something that can easily overwhelm people — it’s even more important to be honest and dependable.”
Tire City offers a wide range of services, including state inspections, lift kit installations, tire repair and replacement and even free tire rotations with the purchase of at least one new tire. “What sets us apart is that we’re family-owned, so we really care about reliability, safety and trustworthiness,” he adds. “We want to be that friendly neighborhood shop where people know we’ve got their back — unlike a lot of big-name dealers who don’t always focus on that.”
As the automotive industry continues to evolve, independent shops like Tire City face growing challenges. “A lot of newer vehicles are being designed in ways that limit access to key systems unless you go through the dealership and pay a premium for parts,” Little says. “Tire prices have gone up too, mainly because newer vehicles now require larger wheels. It used to be 16-inch tires — now it’s 19-inch, and customers don’t always expect that kind of price difference.”
Looking ahead, Little is hopeful about the future. “I hope we continue to do the same amount of business — if not more — and one day, we’d love to open a second location. That’s definitely a dream of ours,” he says.
As Tire City moves into its eighth decade of service, its foundation remains unchanged: family, trust and a commitment to doing right by the customer. With a strong legacy behind him and a clear vision for the future, Little represents the next generation of leadership poised to carry the business forward. In an industry often dominated by impersonal chains and corporate upselling, Tire City continues to stand out as a hometown shop where relationships matter, experience runs deep and integrity is built into every service.
TO THE POINT:
Tire City
Address: 11612 Jefferson Ave., Newport News, VA 23606
Contact: Mike Little, vice president
Phone: 757-585-5392
Email: mlittlefishing@gmail.com
