There's a reason Prior's Tires gets all these five-star reviews. The owner is a former Lloyd's Tires employee. When the company was sold, he started his own business. And he brought the same level of customer service to his new place. Free snacks while you wait. Reading material. Outdoor seating if you prefer. Game and activities for the kids. And great tire service, too. I went for the first time after Costco told me I needed two new tires because I had a slow leak in one of them. (I needed two, they said, to balance out the tread wear.) Hmmm. So I went to Prior's, and they fixed the leak perfectly. It's been months, and no problems at all. For the cost of a repair, they saved me the expense of two new tires. read more

Prompt, professional, polite, courteous. The staff was great. I thought they were actually the owners of the company. They were also so polite and professional. John is the man in charge and I think he's the owner. Very kind very easy-going very matter of fact. No gouging just a fair price and phenomenal service. I wish I could give them 10 stars. Thank you John and your great staff and Brandon who put the tires on. The car looks great and it runs so smooth. Ron read more

Priors Tires - Yokohama AVID GT - Tires Near Me - Santa Cruz, California

After a sequence of horrible events in the last couple days, these guys just made my day. It's very apparent when a business is not trying to rip you off and are actually looking out for your best interest. Got a flat on an AWD car and was super bummed thinking I was going to have to buy 4 tires right now. I came in, they measured the tread and found a used tire that will work. Super friendly, reasonable, a great service. Come here! read more

Great prices, good selection of tires and efficient service. Easy and relaxing shop to do business with. I'll definitely come back when I need new tires. And I love that it's local shop! read more

A couple of bigger shops changed their price substantially in ten days. This friendly outfit produced our tires in just a few hours and kept the price as low as the others had initially quoted. read more

These guys are the best. I needed some service on my car last minute and they accommodated me. Super nice, professional, super fast (they were almost closing), I don't know what to say, they were awesome. read more

This is my first time purchasing a set of tires from Priors for my 'baby', my 45 year old Porsche. I had the day off work so decided to wait. The waiting room was so nice, with a comfortable couch and chairs and complimentary beverages! Very professional customer service. John Lucas is friendly and great to talk to and has many years of experience in the Industry.The Tech who performed the install left my wheels cleaner than when I came in and even took the time to 'clock' by Porsche crest center caps exactly in the position I would have done. read more

My mobile RV guy doesn't do tires but he told me about Priors Tires down by Costco. He said they were excellent and had a service truck to install them at my home. I spoke with John over the phone, told them the tires I wanted, and gave him a credit card for the purchase. I wanted Goodyear tires as the manufacture sold me a new RV with tires made in China on it. Anyone with an RV knows that a blowout can ruin a trip. Although the American tires cost more, I felt like I got good value for my peace of mind. It only took one day to get the tires I ordered. After he let me know they got the tires in, I had to adjust the delivery date twice as we were getting our road repaved. John accommodated me through every problem. John sent Gabriel, who was the service truck tire installer, and he did an amazing job! My batteries had died with the slides out and he got under them to take off/install the tires. Since my batteries had died I was using my generator to recharge them. Gabriel figured out I had interpreted the choke valve on my generator backwards which explained the rough idle. He also watched me laboring with trying to start the generator and asked if he could help. He gave one or two tugs and it started. He did all this with a smile. I cannot recommend Priors Tires enough. They were exceptional! read more

I found the tires I wanted for less money at another shop, but I wanted to support Priors because they had such good reviews. Getting the tires installed was quick and easy. But when it came time to get the tires rotated, they made it seem like it was a big deal and I was going to have to leave the car there for hours. So I ended up going to Aptos Tires and paying for the rotation--30 minutes total. I guess I should have bought the tires from them! read more

I had slammed my driver side front tire into a half-wheel gouge in the dirt on a center divide at 40 MPH. It ruined the alignment of the front tires. The techs and John were helpful in all ways and the steering was quickly renewed with the alignment properly reestablished . The effect was immediate with no pulling to one side anymore, perfect tracking now. The price was most excellent too. Thank You Priors Tires. read more

best place in town!! (no debate) *honest *best prices in town *other great services available read more

Prior knows tires and what tire is the best fit and value for your vehicle. My first experience was when I was getting gas at Costco and a man showed me that one of my tires was going flat and recommended I go to Priors Tires near by. Priors removed and fixed the tire while I waited in my vehicle for a very good price. Since then Priors has replaced a full set of tires on both my vehicles with good value tires. read more

These guys are the best in what they do! Don't mess with the big box companies, when it comes to scratching my wheels I have better luck at priors tires than I do the other places. read more

Great timely service...squeezed us in. Friendly knowledgeable. Quick ++++++++++×××××

My experience with Priors Tires has been fantastic. They're very responsive, reliable and easy to work with. Great prices on tires. I highly recommend!! read more

Prompt professional service always! Comparable local prices have reached out to John at Priors tires for years now! We don't go any other tire place anymore! read more

I love this place! Came in with a flat tire and thought I'd need a new one. They checked it out and were able to fix the flat while I waited in the patio. I'll be back next time I need an alignment or new tires. Thanks guys! read more

Second time I've come here for tires and they are so friendly and so fast and very affordable. I really couldn't be happier. Again, I'll keep coming back to this place for tires. Completely satisfied and confident in my tires. Thanks everyone who has helped me with my tires! read more

Amazing service that blows away any other tire shop I have ever used. Don't be surprised if you find yourself wanting to write a review, even though you almost never do; it's that great. If you've ever even considered shopping at a locally owned shop you should definitely check out Prior's. I'm a Costco member and I will always shop for my Tires at Prior's anyway. read more

Just needed tires mounted, but no the owner or whoever John is serviced his buddies first not first come first serve. Then after being placed 5th in line and being there first, he decides to talk shit about my truck and tires everything he went into service bay. And yet to leave open wound on already shitty service they mount a tire that has a hole in it. So I paid another way more professional tire shop to fix it smh. Great job Priors I wont let you change my bike tire read more

John go's way and beyond, to help his customers. He is Building his business on customer service & honesty. Prior tires is the place you need to go. Here in Santa Cruz. You will get a very good deal. No matter what aspect of your needs are going to be. read more

I had a nail in my tire which was losing pressure. I went to Lloyd's where I bought the tires. The service person initially ignored me, then interacted with indifference bordering on rudeness. When told they couldn't get to it until the next day, I went to Priors. Before I could get out of my truck I was warmly greeted and told they would do the repair while I waited. Before I finished my complimentary coffee and cookie, the job was done and I was on my way. Excellent customer service! They earned my future business. read more

A great local shop with reasonable prices and caring employees. Had to stop by for a patch, which they were kind enough to do quickly and done in 30 minutes. Later came in after getting a flat from a huge nail and then ended up getting my new set of tires here instead of Costco. Great price and was able to get them done same day as the tires needed for my car had just came in. Highly recommend! read more

Had a routine tire rotation and was again reminded of their great team and service! Thank you, Priors Tires Team!

I requested mobile service for a flat tire on my RV. Gabriel showed up in a timely fashion, nicely narrated the issues he found and fixed, and wrapped things up faster than I expected. The cost was reasonable. And so: Priors Tires is now first on my list to fix and replace my tires. read more

I'd a blown out tire for which AAA put in a temporary donut replacement. Searching on Yelp I saw that Priors has stellar review. I came hoping to get new tire. John identified the tire model and ordered one for me. Next morning it arrives. New tire was balanced and mounted without a glitch. I love the vibe of this shop. Crew was friendly and helpful. I could tell that John wants his customers to have a positive experience. (One would think all business owners would want this, but no, some spend too much time on the rip-off angle). Here, it's just service. I'll come here to buy tires or have them serviced. read more

Great service, took me in 45 min before they close and patched my tire. They work with ev cars.

These folks are a real "find". Fast, efficient, economical and respectful of the client and of his or her car and its contents. Professional staff who are a real pleasure to work with. Quite a contrast to some of the other larger tires stores in Santa Cruz. My wife and I recommend this place to anyone needing the services Priors provides. read more

This is hands down the best place to get your tires changed. John offered me a price $200 cheaper for the specific tires I wanted compared to 4 of the other dealers I called. He took the time to walk me through the pros and cons of tire choices and was not pushy at all. My tires were changed in less than an hour and the waiting space was comfortable and inviting. Honest and friendly, the entire experience from start to finish was a genuine pleasure. Can't recommend them enough. read more

ade my first visit to these guys today. Took my right in, repaired my tire for $25. I was in and out in an hour. Wished I had known about them years ago. read more

Really good service. Fast and friendly. Went out of their way to find a good deal on tires. Noticed the issues causing tire wear and fixed it for a good price. Great customer service. Will definitely go back to them. They deserve the great rating they have. read more

Priors is a rare find: an auto-related business you can trust. No, seriously. And I'm female. Very good prices for quality tire repair. No BS. Polite, fast, and friendly, too. They sell tires (and mount, balance, etc.), too. The flat tire repair they did some months ago now is still holding perfectly, as if that stupid nail never happened. I'm never going anywhere else to buy or repair my tires if I can help it. (I live in Sacramento, but I visit the Bay Area regularly.) I'm a single Gen X female with an older Mercedes. Pretty much chum in the water to all auto-related places. (I think many women can relate to the feeling, even if you have the same knowledge level as the average male. And if you've never had a Benz: most places assume you're rich-- though my car is 20 YEARS old - - or they treat you like a disease. Or both. So I'm pretty much screwed when my car needs help.) The flat tire was in otherwise solid condition - - good tread, maybe 4000 miles on it, car always garaged -- with a single nail hole. I called SIX tire places and went to another one before finding Priors. Every other place refused to fix my tire because it was too old. The actual condition of the tread and rubber was irrelevant. I even said I'll waive any right to a guarantee. I live 170 miles away. It's not like I was going to come back if the tire failed. I just needed to get home. Thank God - really - for Priors. Don't know why anyone in the Santa Cruz area would go anywhere else. read more

These guys are so incredibly awesome. It's hard to even explain in a short review. I know this probably sounds over-sensationalized but in a world where we're so used to just junk customer service, scams, etc. to find a business that treats people so well, everyone is so kind, the service is so good, and the prices are so fair. It is just mind blowing. I seriously wish these guys also owned a grocery store, restaurant, and a hardware store so I could do a majority of my shopping with them. I have not visited a local business that was so well run and had such wonderful and kind customer service in probably decades. They've done several repairs for me, even did one for free when they recognized me from a previous repair. I'm sending my wife there soon to get new tires on her car. I can't say enough good things. Going anywhere else in Santa Cruz for tire service is a waste of time now that I know about these guys. read more

Sometimes new tires and an alignment are just what you need to put things right in life. And Priors will help you make it happen. Everything went as smoothly as it possibly could, from the phone call on Friday (even answered at 5 pm, closing time) and appointment made for 1 pm on Monday, to the friendly chat with John at the shop, to the wait (about 40 minutes on a comfortable couch), to the final transaction. While I was there, several customers came in and the phone rang often. I was impressed at how well John dealt with it all. He seemed to have the information at his fingertips and knew just what the customers needed. Everybody was helped expeditiously and no one felt neglected. One phrase I heard several times was "$20 cash, $25 card" for a tire repair, which they will apparently do on the spot. I will go back to Priors for more tires, and recommend that you consider it too. read more

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Excellent service! Dropped in without an appt. to get new tires on one of our car's. Perfect timing! Was able to leave it while I worked out close by. The guy's were very friendly and helpful. I asked them to check the brakes since we were told previously that we will be needing them soon. Sure don't! Thank you for your honesty and amazing work! I highly recommend Priors Tires! read more

I dropped by today with a busy schedule for what turned out to be a screw in my tire. Within 15 minutes and a nice conversation with Angel and his partner about his truck, I was on my way and it wasn't the usual Santa Cruz boutique prices. This place certainly woos and earns all its faithful customers. read more

Had a wheel Alignment done on my Ford Explorer , finished in no time, excellent service , friendly personal,free wi fi , sitting outside and inside facility.Highly recommended. read more

I've been needing to get new tires for a while and haven't made it a priority. So I started searching and calling many tire businesses. When I spoke with John, at Priors Tires, I just had a feeling that this was it. He said he could order me tires and I could drop my car off the next day and it should be finished quickly. I was super excited! Plus the value of the tires were affordable. The next day I brought in my car, and the whole experience was smooth and effortless. I highly recommend coming here. Don't waste time looking at all the other tire companies, I already did that for you, this is number one. read more

I was visiting town and had a flat tire. I called around and Priors had the best price of 6 different dealers. Then to make it all the better, the technician found a nail in the tire so they were able to repair rather than replace. Service, savings, with a smile! read more

I got my tire replaced and they got me a good quality used tire for 50 bucks. Felt like a good price and the service was amazing. Vibes