10 Questions With Corky Coker

     Corky Coker is a man who is literally at the top of his game. Since 1974 when he took the reins of the business his father Harold Coker founded, he’s been on a mission to become “the” source for antique automobile tires. And to say he’s succeeded is a giant understatement. In fact, Coker Tire in Chattanooga, TN is the largest source for antique and classic tires for automobiles, trucks and motorcycles in the world.  

Coker has received a number of honors, including Tennessee Small Business Person of the Year in 1995, Automotive Restoration Market Organization (ARMO) 1997 Manufacturer of the Year, ARMO Hall of Fame in 1998, Specialty Equipment Market Organization (SEMA) chairman in 2003, and SEMA Hall of Fame in 2008.

We caught up with Corker at the SEMA show in Las Vegas, NV, to hear his views on current business issues and see insight into the man himself.

PPN: Who’s been most influential in your career?

Corky: The obvious first thought is my father. He founded the company in 1958, and is responsible for my love of cars. We spent summers in the back of a 1910 Rio and evenings under a Model-T, turning wrenches. It’s where I learned about cars. My grandfather, Hardy “Pop” Coker, was influential too. He taught me a lot about the value of life. I learned from him that keeping my eye on the goal was only the way to reach the prize.

PPN: What is the basis of your business philosophy?

Corky: My grandfather also taught me that if I can find a niche that I am good at and truly enjoy, I would never really “work” a day in my life. It was a valuable lesson that’s still true. That’s my philosophy; do what I love and it never feels like work.

PPN: How can a business succeed in today’s business climate?

Corky: The businesses that develop new products, market themselves, and make acquisitions will survive and prosper. It’s a hard time; some businesses will go away, but the ones pushing the envelope and finding ways to make things better, faster and at a lower cost are going to succeed. For instance, my good friends Ron Coleman and Scooter Brothers at COMP Cams in Memphis, TN, are doing the right things. Like our company, they’re pushing the envelope, developing new products and finding ways to do things better while containing costs. That philosophy will make companies stronger and better during this hard time.

PPN: Is there less opportunity today for young enthusiast to work on performance enhancements?

Corky: There is a possibility that the market could face shrinkage, and there is an opportunity for government to attempt to put us down. The people in power today want control. I think ultimately they will not be successful because people want individual personalization of their cars. That’s what events like this SEMA show are built on, personalizing automobiles. I don’t see that going away. 

PPN: During economic crisis, what do you think the role of government should be for business?

Corky: The current administration is anti-business. When this, or any, administration understands that small business is what drives economic development and helps cultivate small businesses, then companies will have money to create jobs, people will have money to spend and the economy will grow. That isn’t the attitude in Washington or the state houses, but developing small businesses is where a growing and strong economy will come from.

PPN: What’s being done in Washington to help car enthusiasts?

Corky: SEMA is out there actively watching out for our interests. They are in Washington watching and weighing in on any legislation that impacts our industry. For example, look at the “cash for clunkers” program. Initially, the package included cars over 25 years old. That class of car is a collectable category, so SEMA jumped in and successfully had cars older than 25 years exempted from the bill. The significance of this is immeasurable. The legislation put people back to work in Detroit, wasteful gas guzzlers were taken off the street, and the 25-year exemption preserved the collectible and street rod market. I think the “clunker” legislation is the only part of the stimulus program that’s been a success. SEMA played an important role for our industry and will continue to play important roles for us.

PPN:Your company has continually expanded, what other business ventures do you have now?

Corky: Our organization is passionate about what we do. As such, we’re always looking for other enterprises to include. Coker Tire is the eagle that flies under the other companies, supporting them as they stand on their own. We have several tire companies. One of our newest is Phoenix Tire Company, which is a drag tire business. We have a wire wheel company in Los Angeles, CA, and a steel wheel company in Portland, OR. We also have Honest Charley’s Speed Shop, which is the first mail order speed shop in the country. It was founded in 1948 by Honest Charley Card. Another venture we have involves building cars. We’re building 40 cars for a movie called 500: The Spectacle Begins. Everything we do revolves around cars, and it’s a lot of fun for us.

PPN: Who are your heroes?

Corky: The guys that get to drive every day: the racer, the street rodder and every other automotive enthusiast – they are my heroes. In a sense, it’s self preservation because drivers need tires and that’s my business. But they’re also my heroes because they do what they love. These people are the heart of the aftermarket industry. America loves cars, and whether it’s drag, circle track, street rods or whatever, they are driving the aftermarket industry. And for that, they are my heroes.

PPN: What is one of your favorite and memorable moments?

Corky: One of my most memorable moments was when my wife and I were in a rally event in the Midwest. We were in a 1937 Shaffer Eight Indy car, and the throttle linkage failed. We had to stop and rig some bailing wire to the throttle. We drove for an hour and a half tugging on the wire to accelerate. We passed 17 or 18 cars to get back to our position. As we passed our rally friends, we got some great support. We actually made up lost time and ended the segment only 10 seconds or so behind our computerized time. It was a lot of fun and challenging, but it’s a favorite memory.

PPN: What would you say to today’s generation of car enthusiasts?

Corky: My advice would be that whatever you do, whatever role you take, be the best you can be. Whatever specialization or niche you do, own it. Know your competition, do it right, do it with integrity, and be the best there is. That philosophy rings true with me. When you love what you do, when you’re passionate, you own it, and do it to the best of your ability, then you will never really work a day in your life.

Source: Corky Coker

Coker Tire

1317 Chestnut Street • Chattanooga, TN 37402

Direct 423-648-8511 • Fax (423) 756-5607

www.coker.com

About the author

PPN Editor

Power & Performance News is the source for news, tech and products that help you get more performance from your vehicle. If powertrain performance projects and hardcore technical content are your interest, Power & Performance News is the publication designed for you. Our acclaimed editorial staff covers all aspects of engine and driveline upgrades with a mission of presenting information that is both interesting and achievable for the “average car guy”.
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