Tire Pig inflates ZOHR founders’ mobile tire service concept with new AI engine, ‘effortless’ installation
October 20, 2026 | Nikki Overfelt Chifalu
Anoop Choong and Komal Choong, Tire Pig; enhanced photo courtesy of Tire Pig
Just like revolutions power the life of a tire, evolutions push forward the life of any business.
In the next pit stop on its journey, ZOHR — a mobile tire service founded in Kansas City that operates in the KC and Dallas metros — is rebranding to Tire Pig and expanding its services, shared co-founder Komal Choong.
Under the hood, Tire Pig is using AI to make buying tires simple and intuitive, he continued. On the surface, the company is building a brand that’s fun, positive, and different from anything else in the aftermarket auto sector.
“It’s the next phase of how we see this business,” Choong explained, “because a lot of things are changing in all parts of the industry and in the tools that are available to us. It’s far easier to build anything that we need.”
“Historically, the service side is where we excel, probably better than anyone else in the industry,” he added. “So getting the tires installed at your location is still something that we’re extremely good at, but this new ecommerce function is just an evolution of the existing ZOHR website.”
In late 2024, Choong — along with his co-founder and brother, Anoop — felt there was something missing with their branding and marketing, he continued.
“It just wasn’t what we felt would take this brand into becoming a household-known brand,” he said of the “Zohr” name, which the brothers selected in 2015 because of its uniqueness and the availability of corresponding web domains.
So they consulted a friend who works for a design agency and asked him what he would call the business if they started over, Choong recalled.
A mobile tire vehicle from Tire Pig’s fleet; courtesy photo
“That’s when he just blurted out the first thing that came to his mind, ‘Oh, what about something as crazy as Tire Pig?’” he continued. “And it had a ring to it, so we’re like, ‘Oh, that’s interesting.’ So we asked him to draw it out and then to explore it further.”
“It was pretty clear early on that this is something that people find different, and most importantly, memorable,” he added.
But it’s not just a name change. On top of simplifying the installation, replacement, and rotation of tires, Tire Pig is making buying tires just as uncomplicated, Choong shared.
“Our focus has always been to make tires easy and effortless,” he explained. “We want to make that experience as seamless as possible from the time you buy tires or select your tires to the time when you get them installed.”
Tire Pig’s recommendation engine — which is still in beta mode until likely the end of the year — takes into account the vehicle, where the owner lives, and what matters most to them as a driver, Choong noted, and then gives the top two options and the most affordable option.
“That first point where people had to select their tires was a pain point that we knew existed amongst our existing customers and amongst anyone else because there’s so many different products out there,” he continued. “But when you look at a tire, it’s just round and it’s black. Might have a different brand, might have different compounds, but you don’t see those things.”
“So we built out an AI recommendation engine that compiles all the data that exists on these tires and presents it in the most intuitive way possible,” he added.
On top of that, Choong noted, they are building a membership program — the Piggy Back Club — that brings roadside assistance, tire care, and road hazard protection together.
“A lot of our customers have been asking us if there is any form of a membership,” he explained.
Tire Pig is also building out the infrastructure behind the entire industry, Choong said, focusing on forming alliances with small service providers and providing streamlined solutions for businesses that operate fleet vehicles.
Overall, the brothers see Tire Pig building a reputation that perhaps rolls even beyond tires.
“People love our merch,” he noted. “It’s a true lifestyle brand, which doesn’t exist in the tire industry.”
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