Craig Cheatle Joins Discount Tire

Craig Cheatle was named national head of business development for Discount Tire, the world’s largest independent retailer of tires and wheels, headquartered in Scottsdale, Ariz. He assumed this position in January 2021.

Cheatle has 29 years of expertise in the automotive and fleet industry. He brings a wealth of knowledge to Discount Tire, and the ability to apply an array of global automotive experiences and management techniques. He managed some of the world’s largest automotive OEM fleets while he was with Penske Vehicle Services and Onsite Fleet Management.

He developed and successfully launched the Corporate Sales Department for Audi of America, which contributed to over 15% of total sales in the U.S. and Canada. He has established, implemented and led numerous fleet consulting and process reengineering programs for corporate fleets, automotive OEMs and Tier 1 suppliers.

Cheatle also served as the SVP of Business Development, Account Management and Marketing for Verra Mobility, where he increased the total number of vehicles on toll programs by over 800% within six years. At Verra Mobility, he led a team of over 30 people that supported the largest fleet management companies (FMCs), rental car companies (RACs) and many direct fleet customers that counted for millions of vehicles on various products and services.