Josh Cherry Plays Starring Role in S.F. Chronicle Diamond Certified Ad

A display advertisement, which features PNR member Josh Cherry and his Big O Tire Store on Page A9 of the April 13th San Francisco Chronicle, shows why nice guys can and do finish first.


The ad, sponsored by Diamond Certified, the business rating service with which Big O subscribes, tells Chronicle readers what all PNR members and many Tri-Valley residents already know. Josh’s Big O Tire franchise is off the chart when it comes to high customer satisfaction and service quality.



Moreover, it reveals why Josh and the Cherry Family are keys to the franchise’s success since his grandfather and dad, Dave Cherry, started the business in 1980. Dave preceded Josh as a popular PNR member, serving as club president in 2008-2009. While rarely missing a meeting, he was known for his wit, generosity, and ability to brighten everyone’s day. He was also a capable businessperson and had built his Big O franchise into a respected part of Pleasanton’s business establishment until his untimely death in 2017.


Fortunately, Josh was available to continue the tradition. As the Diamond Certified ad explains “Josh Cherry’s decision to remain in the family business wasn’t based on parental pressure or a sense of familial obligation; rather, it was one he arrived at Independently after exploring other career possibilities.” Josh explained in the article that while his dad was happy to see him take an interest in auto repair, he also encouraged his son to try different things. After exploring alternative occupations, Josh found his way back to the family business, and he followed his dad into Rotary and PNR, too.


And like his dad, Josh espouses the importance of fostering a low-pressure environment where his customers comes first. He enjoys talking with them while they’re in the shop, making sure they get sound advice and quality services. When asked for a tip to include in the ad for extending tire life, Josh recommended frequently checking tire pressure, a service he offers to his customers for free.


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