Halfords has appointed Jess Jones as Director of Fleet Solutions, effective 1 April 2026, as it targets growth in fleet servicing through its national garage footprint. For the tyre trade, the appointment carries clear commercial weight: Fleet Solutions decisions shape how tyres are specified, sourced and fitted at scale, particularly where downtime and compliance are managed under a single contract.
Jones joins Halfords from Sixt UK, where she served as Sales Director. Before that, she held the role of Director of National Fleet Sales at ATS Euromaster, a background that will be well recognised across the tyre supply chain. ATS has long been a leading player in fleet tyre and servicing, maintenance and repair (SMR) delivery, so Jones brings direct experience of the operational demands that large fleet accounts place on national service networks.
Halfords is positioning Fleet Solutions as a growth engine that links fleets to its garage estate through bundled maintenance and mobility support. In practice, this draws tyres into a broader uptime proposition, where pricing, service level agreements and reporting sit alongside mechanical work rather than being treated as a separate purchase.
Adam Pay, Managing Director of Garages at Halfords, framed the appointment firmly around the pressures fleet customers are facing. He described fleet as "a significant growth opportunity for Halfords" and highlighted that the company's national scale and service capability place it in a strong position to support customers dealing with rising cost pressures and growing operational complexity.
Jones echoed that confidence, saying she is joining the business at "such an exciting point in its growth" and pointing to real potential in fleet by combining a well-known consumer brand with a national servicing network. She said she intends to develop a customer-focused fleet offering that builds on both strengths.
Leadership changes in fleet solutions matter when they shift how maintenance is packaged and procured. If Halfords leans harder into consolidated service contracts under Jones, tyre work could move in three meaningful directions.
The hire follows a run of Halfords investments aimed at strengthening its fleet capability on the ground. The company recently opened a commercial tyre depot at Avonmouth, expanding its response capacity for truck, van and car fleets operating in a major logistics corridor. It has also extended its Power360 mobile tyre fitting operation with 60 additional vans, citing fuel and emissions savings from reduced engine idling during tyre jobs as part of the business case.
Alongside network investment, there is growing emphasis across the industry on tyre inspection traceability and compliance technology. Activity such as TreadTracker's partnership with TyreSafe, announced ahead of the organisation's 20th anniversary briefing, reflects the direction of travel: fleets want verifiable records of tyre condition, not just fitment.
Taken together, the Avonmouth depot, the Power360 expansion and the Jones appointment suggest Halfords is building Fleet Solutions as a cohesive commercial offer rather than a loose collection of services. For tyre suppliers and independent service providers, the question is whether that proposition becomes a platform for partnership or a competitor for contracts they currently hold.
Tags: Halfords, Fleet Solutions, fleet tyre services, SMR, tyre uptime, mobile tyre fitting, fleet procurement, national service network, tyre compliance, B2B mobility, garage network, UK fleets
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