A car expert is racking up views on TikTok after spotting a piece of marketing so blunt it stopped him in his tracks in the parking lot. Etienne Elsaesser (@etienne.elsaesser) says he had just pulled into a Discount Tire when he glanced across the street and noticed a competing auto shop advertising many of the same services—oil changes, alignments, and brake work. Nothing unusual there. What caught his eye was the banner stretched across the front of the rival business. "This gotta be the most savage marketing I’ve ever seen," Elsaesser wrote in the on-screen caption of his video. The sign declared, "We Beat Discount Tire." Beat them how, exactly, was left unsaid. Lower prices? Better service? A broader menu of repairs? The banner didn’t bother to explain, and the shop didn’t appear to qualify the claim in any way. The confidence, apparently, was the point. As of press time, it wasn’t clear what metric the shop was using to crown itself the winner. What is clear is that the approach resonated online. As of this writing, Elsaesser’s clip has pulled in more than 689,000 views. He indicated in the comments section that the location was in San Diego, and based on this r/sandiego Reddit post, the competing business is Evans Tire & Service. How Does Discount Tire Compare to Its Competitors? Discount Tire stands out in the tire and wheel market for its product selection and competitive pricing, among other things. The chain often outperforms independent shops but does indeed face competition from Dunn Tire, Les Schwab, and Sam’s Club, according to Consumer Reports. That said, Discount Tire has plenty working in its favor. Customers praise the experience at Discount Tire, and the chain consistently scores high on Net Promoter Score. Plus, its deep inventory means shoppers can find a wide variety of tires, often at lower prices than at competitors’ stores, thanks to the company’s Low Price Promise. In addition, Discount Tire offers perks like free air, which some customers say keep them coming back. Of course, there are clear differences between a Discount Tire and a full-service auto shop, though. Technicians aren’t ASE-certified mechanics, so the store doesn’t offer complex repairs "beyond the condition of its wheels and tires," its website states. That said, overall, Discount Tire delivers a specialized, customer-first experience for tires and wheels. And for shoppers focused on selection, service, and perks, it’s a top choice—regardless of what its competitors might advertise. Viewers Joke About Competing Businesses Elsaesser’s clip drew plenty of amusement, with commenters imagining a fierce rivalry brewing between the two shops. "Is that a challenge I hear?…Or a threat IDK," one user wrote. Another likened the scene to a cartoon standoff. "Owners staring at each other from the other side like Mr. Krabs and Plankton," they quipped. Some praised the rival store for boldly claiming to be the better place for car service—if true, that is. "Straight up standing on business," one user noted. "I mean, it’s true lol," added another. At least one viewer suggested Elsaesser should have taken the plunge and tried the competing shop himself. "Shoulda went next door," they wrote. Others questioned why an Audi R8 would end up at Discount Tire rather than a specialty shop. "Who brought an Audi R8 to Discount Tire," one asked. "Who has their $140k car in there?" another added. Elsaesser responded directly: "Me lol." Motor1 has reached out to Elsaesser via TikTok direct message and contacted Discount Tire and Evans Tire & Service through email. We want your opinion! What would you like to see on Motor1.com? Take our 3 minute survey. - The Motor1.com Team