Normally, a visit to the local tire shop is something most don’t look forward to. However, the chances of feeling that way after walking through the doors of Action Tire Custom Lifestyle are slim to none. In fact, you’re likely to become delusional and think that perhaps you’re patronizing an upscale Manhattan lounge, Neiman Marcus, a spa, or a salon of some sort.

Have you ever heard of a tire shop that carries Breitling, Cartier and Rolex watches, Ferrari sneakers, designer shades, and the latest apparel, all under one roof? That’s not even including the option to roll out with a top-of-the-line audio system bumping, car detailed to perfection and spinning on the hottest wheels and tires out.

The establishment also sells a variety of high-end vehicles. Being centrally located on Route 46 in Bergen County, New Jersey—one of the wealthiest counties in the United States—gives Action Tire Custom Lifestyle the benefit of having clients from all the local professional sports teams, like the New York Knicks, New Jersey Nets, New York Jets, New York Giants, New York Yankees and New York Mets, not to mention a variety of notables in the entertainment business.

Nonetheless, whether you’re spending $10 or $10,000, one thing is for certain about the unique customer service experience—you’re guaranteed to get full VIP treatment.

Before acquiring ownership of Action Tire (established in 1987) for nearly two decades, Joe Salafia was an employee who worked his way up from tire changer to general manager. After acquiring sufficient capital (mainly through real estate investments) Salafia was ready to take his involvement at Action Tires a big step further.

Having experienced three years of negotiating figures with the old boss, a frustrated Salafia offered an ultimatum. He said, “Look, either I’m going to buy the business or I’m going to go out and do something else on my own—or I’m just going to totally get out of the industry period.” Salafia’s persistence paid off. On July 14, 2005, he closed on the sale of the three-building establishment.

“I bought the business, the property, the inventory; I bought everything,” Salafia says. “The second floor was actually vacant. It’s prime real estate on Route 46, which is currently the main strip in the New York/New Jersey area. Everybody knows to go onto Route 46 if you’re serious about buying tires and wheels.”

With that in mind, Salafia knew that he had to capitalize on his investment and differentiate Action Tires from competitors. With the unutilized second floor space, Salafia created what he calls, “a lifestyle showroom,” aimed at giving the customers the ultimate automotive experience, in the form of an unparalleled captivating ambiance.

“I wanted the customers to forget that they were at a tire and wheel store,” Salafia says. “I want them to sit upstairs and relax in the plush waiting area and watch the 50-inch plasma. Or, I want them to go to the sports bar, where they can drink a cappuccino or any other non-alcoholic beverage—everything’s complimentary.”

Even when clients aren’t inside the “lifestyle showroom,” they still receive that unique experience that Salafia swears by. One example is the BMW 740 IL with “Action Tire Custom Lifestyle Courtesy Car” on the bumper. The Bimmer is equipped with 20-inch black Donz wheels (20x8.5 front, 20x10 rear) and Toyo 255/35R20 (front) and 285/30R20 (rear) tires.

Salafia understands that clients have active lifestyles, so, sometimes, waiting around isn’t a good look. The courtesy BMW allows customers to make their runs until they get a phone call to let them know the job is done.

Back in the mid-’80s, Action Tires was doing things so differently that people would come from all across the country to Bergen County as a result of their P1, P2 system.

“That’s where if you had, let’s say, 14-inch factory tires, we would put 17’s on them,” Salafia explains. “People couldn’t figure out how we were able to do that. And, at that time, there were no Internet sales or eBay. We had people coming all the way from Texas to get their wheels and tires done.”

Salafia’s burgundy Ford Mustang GT, on 22-inch Avus F01 wheels wrapped in Hankook Ventus K107 265/30R22 (front) and 295/25R22 (rear) tires is also an extension of that early Action Tire innovation.

“We’re the first ones to put 22’s on a Mustang,” Salafia says about his baby. “I’m getting ready to put the Savini body kit on it. We’re going to make that Mustang look like a ’69.”

During Action Tire’s attendance at the 2006 DUB car show in Edison, NJ, the crew walked away with nine trophies, which included first place for Salafia’s Ferrari F430 that sits on Asanti AF135 19x8.5-inch (front) and 20x12-inch (rear) wheels and Michelin RPS2 235/35R19 (front) and 325/25R20 (rear) tires.

“That was the first show that we ever did; we brought, like, 23 cars,” Salafia says proudly. “We had KTU FM (WKTU, 103.5 FM) with us, models, a red carpet...and we gave away a set of tires and wheels. For our first show, we did quite well.”

One of Salafia’s most recent major works included a $50,000 custom job for Tim Thomas of the Los Angeles Clippers, who had his Escalade delivered from California to New Jersey via freight. The custom job took two and a half months. The end result was a truck customized with recliners installed in the back, satellite TV, a 32-inch flat screen in the middle, built-in partition, intercom system, microwave oven, refrigerator, wireless Internet connection and a potty for his daughter.

“It was a tremendous job,” says Salafia confidently. “Everybody who saw it was ooohing and ahhhing.”

As is the case with any successful business, Salafia understands the key factor is relationships. “Many times I turn down offers to carry lines of wheels because I don’t have relationships with these people,” he says. “I’m going to stay loyal to the people who’ve been there for me in the past. When the people I have relationships with are going through a bad streak, I support them, and, when I’m going through a little bit of a bad streak, they support me. That’s how we grow together. Without them, or my staff, I’m nothing, obviously.”

Photos: Elle G.