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(Photo by Cami L. Jack)

Rob Noyes will willingly tell anyone who asks that he has two loves in his

professional life: Volkswagens and tires. Which makes perfect sense, since he owns

both CheshireTireCenter on Lower Main Street in Keene and Noyes Volkswagen

on Production Avenue. What he won’t talk about so easily is his other passion,

supporting the community and other local businesses.

“For a long time now, our motto has been to keep our customers’ money local,”

Noyes said recently, after some prodding, at the end of an interview. “When people

spend their money here, that money then goes to support other businesses, like

local insurance agencies, the schools, and athletics.”

A Keene resident since 1975, Noyes grew up around cars, tinkering with anywhere

from six to 10 old VWs in his parents’ driveway beginning in 1969 in

Westminster , VT. Noyes began his professional auto career in 1979, working for

Fred Steiner’s shop on Victoria Street, where he stayed until 1990, when he purchased

the Cheshire Tire shop on Emerald Street from the Cheshire Oil Company.

Cheshire Tire was moved to its brand-new, more visible location on lower Main

Street a year ago. Noyes says the move to the new location has increased his tire

business by about 30 percent, though that may also reflect the number of potholes

that dot both directions of Route 12 and just about every back street in the city of

Keene .

Between his two endeavors, Noyes employs about 50 local residents, including

his sons and wife, Amy. John and Jared Noyes help run the operations at

Cheshire Tire, while son Spencer sells Volkswagens at the dealership. A large portion

of the Cheshire Tire business is selling tires both at retail and wholesale to

local auto dealerships and garages, in keeping with Noyes’ belief in keeping everything

local to benefit every aspect of the community he can reach.

Other ways the Noyes businesses have given back to the Monadnock Region

include sponsorship of the Cheshire Tire Christmas basketball tournament for 10

years, donations to the KeeneMiddle School’s new fitness facility, holding a Sit

Safe Clinic for the proper installation of children’s car seats, and continuous support

of the Monadnock Center For Violence Prevention and their missions. Local

residents will also recognize Noyes from his “Ask the Auto Expert” newspaper

column that he has written since 1998, addressing residents’ most pressing car

questions.

Customers at CheshireTireCenter can currently enjoy Noyes’ spring special,

which provides a free alignment with the purchase of four new tires, an $80 value.

The shop also stores both winter and summer tires for their customers, which

frees up storage space at residents’ homes, and ensures optimal conditions for the

longevity of the tires.

For more details, call CheshireTireCenter at 603-352-7272, Noyes Volkswagen

at 603-357-7220, or visit www.cheshiretire.net or www.noyesvw.com.

By Cami L. Jack

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