I was 600 miles away. My wife's car was broken down 45 minutes from home. Tire Choice Auto Service Centers saw an opportunity to take advantage of the situation.
Tire Choice Auto Service Centers in Estero, FL charged me $3,364.58 to replace six spark plugs and six ignition coils on a 2014 Infiniti Q60.
An Infiniti dealership quoted $2,621.44 for the same job. Tire Choice Auto Service Centers' own store in Cape Coral quoted $2,454.12.
This page lays out the receipts.
$743.14more than the Infiniti dealer
$910.46more than Tire Choice Auto Service Centers Cape Coral
$1,740.96parts markup over NAPA retail, where the parts came from
In August 2026 I was out of town, roughly 600 miles from home. My wife's car, a 2014 Infiniti Q60, broke down about 45 minutes from our house.
She was stranded, I was not there to help, and the car had to be towed somewhere. It ended up at the Tire Choice Auto Service Centers on Corkscrew Commons Drive in Estero.
That is exactly the kind of moment when you have no leverage. You cannot shop around. You cannot drive the car to a second shop for another opinion.
You are on the phone, hundreds of miles away, trying to get your family back on the road, and you are relying on the shop in front of you to deal with you honestly.
The diagnosis was a failed ignition coil. The shop pushed for replacing all six coils and all six spark plugs at once, and priced that job at a level no other shop I later contacted came anywhere near.
I approved the work over the phone because the car needed to move and my wife needed to get home. I paid $3,364.58.
When I got back and looked at the invoice line by line, I felt sick. The shop had charged $303.17 for each ignition coil and $123.97 for each spark plug.
Spark plugs for this car sell for around $30 at the dealership. I was not charged for premium parts or extra labor. I was charged a premium for being stuck.
So I did what I could not do that day: I got the same repair quoted by three other shops, including an actual Infiniti dealership and another Tire Choice Auto Service Centers location 30 miles away.
Every one of them came in far below what I paid. Against the Infiniti dealer alone, the difference is $743.14.
I have asked the Estero store manager, Jesus Flores, to refund that difference. As of this writing, he has not agreed to.
I do not think a shop should be allowed to price a repair based on how desperate the customer is. That is what this felt like, and the numbers below are why.
The store
Tire Choice Auto Service Centers #1243
10441 Corkscrew Commons Drive Estero, FL 33928
A Monro, Inc. brand. Store manager: Jesus Flores. Google rating 4.0 at the time of writing.
Street View from the Corkscrew Commons Drive entrance, looking toward the store · GoogleSatellite view of the location · Google
What Tire Choice Auto Service Centers Estero charged
Invoice dated August 20, 2026. Vehicle: 2014 Infiniti Q60, 3.7L V6. Paid in full by credit card.
Item
Qty
Part (each)
Labor (each)
Line total
Ignition coil (aftermarket, "Denco OEM")
6
$303.17
$53.70
$2,141.22
Discount on coils
−$100.00
Diagnostic
1
$50.00
$50.00
Spark plug (#3457 "OEM Denco")
6
$123.97
$53.70
$1,066.02
Shop supply fee
$1.99
Subtotal
$3,159.23
Sales tax
$205.35
Total charged
$3,364.58
Two numbers on that invoice do all the damage: $303.17 per coil and $123.97 per spark plug.
The labor was ordinary. The parts pricing was not.
What the parts actually cost
The store manager, Jesus Flores, told me the parts were purchased from NAPA. So I looked them up on NAPA's website for a 2014 Infiniti Q60. The invoice lists the parts as "Denco."
There is no such brand. The part number on the invoice, 3457, is Denso's stock number, and Denso is the brand NAPA carries for this car. Here is what NAPA charges the public, at retail, for the exact parts I was billed for.
Spark plug, each
$123.97What I was charged
vs
$30.99NAPA retail, Denso 3457
4.0× NAPA's retail price. Genuine Infiniti list price for the same plug is $30.23.
Ignition coil, each
$303.17What I was charged
vs
$105.99NAPA retail, Denso 673-4232
2.9× NAPA's retail price. Genuine Infiniti list price for the factory coil is $200.15.
Part
Tire Choice Auto Service Centers Estero, per unit
NAPA online retail, per unit
Genuine Infiniti list price (MSRP)
Estero markup over NAPA retail
Spark plugDenso 3457 · NAPA part DEN 3457
$123.97
$30.99
$30.23
+$92.98 (300%)
Ignition coilDenso 673-4232 · NAPA part DEN 6734232
$303.17
$105.99
$200.15
+$197.18 (186%)
All 12 parts
$2,562.84
$821.88
$1,382.28
+$1,740.96
NAPA prices from napaonline.com on September 2, 2026, Cape Coral, FL store pricing, vehicle set to 2014 Infiniti Q60 3.7L. A repair shop buys from NAPA at wholesale, below these retail figures, so the real markup is larger than shown.
NAPA lists six other exact-fit coils for this car, from $67.99 (NGK) to $203.99 (Delphi). Estero's price is above every one of them.
I asked for OEM parts. The coils are not OEM.
When I approved the repair, I asked for OEM parts and was charged accordingly. The invoice describes both the coils and the plugs as "OEM." I paid more than genuine Infiniti list price for every one of them.
I have since verified what was installed, and the claim does not hold up.
The spark plugs are the real thing. Denso makes the factory plug for this engine. The Denso 3457 is the same FXE24HR11 plug that Infiniti sells in its own box as part 22401-JK01D.
The part is fine. The price, four times what NAPA and Infiniti charge for it, is not.
The ignition coils are not. The factory coil for this engine, Infiniti part 22448-EY00A, is made for Nissan by Hitachi. The coil I was billed for is a Denso 673-4232, which Denso itself describes as a
"Certified Replacement Part." NAPA files it under a catalog heading called "Ignition Coil - OEM," but that is NAPA's quality-tier label, not a genuine Nissan or Infiniti part. That heading is almost certainly where the word "OEM" on my invoice came from.
I was charged 51% above genuine list price for a non-genuine part. A real Infiniti coil lists for $200.15. That is exactly what Infiniti of Sarasota quoted me, for the genuine part. Estero charged $303.17 for an aftermarket coil from a different manufacturer and called it OEM.
Tire Choice Auto Service Centers' own Cape Coral store quoted a Hitachi coil, from the factory supplier, at $198.34.
So the pricing was not the only problem. I asked for a specific thing, was told I got it, and was billed a premium for it. I did not get it. That is a misrepresentation on the invoice, on top of the markup.
After the fact, I asked three other shops to quote the identical job: six spark plugs and six ignition coils on a 2014 Infiniti Q60.
One is a factory Infiniti dealership. One is a national competitor. One is another Tire Choice Auto Service Centers, 30 miles away.
Spark plug, each
$123.97Tire Choice Auto Service Centers Estero
vs
$30.23Infiniti dealer
4.1× the dealer's price. Firestone quoted $30.99.
Ignition coil, each
$303.17Tire Choice Auto Service Centers Estero
vs
$200.15Infiniti dealer
51% more than the dealer. 53% more than Tire Choice Auto Service Centers Cape Coral.
Tire Choice Auto Service Centers Estero (what I paid)
Firestone's quote includes a 10% military discount on parts and labor. Without it, the comparable total is approximately $2,294, still $1,070 less than Tire Choice Auto Service Centers Estero charged.
Tire Choice Auto Service Centers Cape Coral, phone estimate, September 1, 2026, for the same repair on an Infiniti Q60. Generated as a generic phone quote rather than from the vehicle's VIN. Cape Coral's spark plug price was the one line where it exceeded Estero; its coil price was 35% lower.
Same company. Same sign on the building. $910 less.
The part of this that bothers me most is not the dealership comparison. It is that Tire Choice Auto Service Centers' own store in Cape Coral, a 30-mile drive away and operating under the same Monro corporate umbrella,
quoted $2,454.12 for this repair. Estero charged $3,364.58.
Tire Choice Auto Service Centers · Cape Coral
$2,454.12
Ignition coil: $198.34 each
Tire Choice Auto Service Centers · Estero
$3,364.58
Ignition coil: $303.17 each
Same parts catalog. Same corporate pricing system. Yet Estero priced the ignition coils 53% higher than its sister store.
There is no difference in labor rates or shop fees that explains a $910 gap. The difference is markup, and the markup was applied to a customer who could not walk away.
What the numbers show
Measured against the Infiniti dealer, Tire Choice Auto Service Centers Estero charged $743.14 more. Against Tire Choice Auto Service Centers' own Cape Coral store, $910.46 more. Against Firestone, $1,296.26 more.
Spark plugs were marked up roughly 4×. Tire Choice Auto Service Centers Estero charged $123.97 each. The Infiniti dealer charges $30.23. Firestone charges $30.99.
Ignition coils were marked up 51% over the dealer and 53% over Tire Choice Auto Service Centers' own Cape Coral store.
The overcharge is entirely in parts. Estero's labor total of $694.40 was actually lower than the dealer's $801.50. Parts alone were $1,180.56 more than the dealer's parts.
Every comparison quote was lower. Dealer, competitor, and sister store: $743 to $1,296 less for the identical work.
The parts were marked up roughly three times NAPA retail. The store bought from NAPA. NAPA sells the same twelve parts to the public for $821.88. I was billed $2,562.84.
I asked for OEM parts and was charged for OEM parts. The coils are not OEM. The factory coil is made by Hitachi. I received aftermarket Denso replacement coils, billed at 51% above genuine Infiniti list price.
This is a pattern, not a one-off. The store's lowest-rated public reviews, going back to 2014, describe towed-in drivers, stranded travelers, and college students being upsold and billed for parts at several times retail.
The customer had no choice. Stranded car, owner out of state, approval taken by phone. The price reflected that.
Tire Choice Auto Service Centers operates to take advantage of you. This is a pattern.
I wanted to know whether what happened to me was a one-off. It is not. I read through the lowest-rated public reviews of this exact store, the one at 10441 Corkscrew Commons Drive, and the same story repeats for years:
a customer who cannot walk away gets a bill that no other shop would write.
135one-star Google reviews for this store, out of 648
3.0Yelp rating for this store, 66 reviews
1.4chain-wide rating on PissedConsumer, 129 of 165 reviews are one star
Google's own automated summary of this store's reviews, shown on its Maps listing, says "some reviews mention the service can be overpriced."
Captive customers get the biggest bills
Look at who the worst reviews come from: people whose car was towed in, people on a flat tire, travelers passing through, and college students from the university down the road. People with no leverage. That is exactly the position I was in, 600 miles away with my wife's car on a hook.
"I trusted and expected honest service again. I was wrong and feel taken advantage…"
Ron T., ten-year customer, one star, Google, April 2026 · source ↗
"They clearly saw an opportunity to take advantage of my lack of car knowledge."
Nicole L., told she had a "massive" power-steering leak that two later inspections could not find, one star, Yelp, November 2020 · source ↗
"They took advantage of a college student."
Jennifer R., whose son's $1,200 bearing job became $1,450 at pickup and did not fix the noise, one star, Yelp, October 2020 · source ↗
"They try to get these students for maintenance they do not need."
Jon S., whose daughter was told at an oil change she needed a $1,000 axle repair the dealer found no sign of, one star, Yelp, June 2020 · source ↗
"I feel like everything was a 'bait and switch!'"
A. S., who came in on a flat and left with a $600 estimate, an unexplained alignment, and a different tire brand installed without consent, one star, Yelp, February 2025 · source ↗
"I don't think they did the diagnosis and just charged me for it."
Debra M., whose car was towed in and who was pushed toward a tune-up and sensors before a bottle of fuel additive fixed it, one star, Yelp, April 2025 · source ↗
Parts priced far above retail, again and again
My plugs were billed at four times NAPA retail and my coils at nearly three times. Other customers of this store report the same multiples on different parts.
"Charged me 49.00 dollars for a cheap cabin filter that cost 8.99 at your local parts store."
Angel C., also billed $52.89 for a $16 air filter, one star, Yelp, February 2021 · source ↗
"I got way over charged for replacement parts for my car."
"$175 for a 8 quart oil change… Chevy down the street did oil, tire rotation, and multi point inspection for $93."
Matt P., one star, Yelp, September 2021 · source ↗
"The female advisor told me it would be a thousand dollars… I went to Advance and got my own alternator and said what is the labor? $500.00."
Carl C., a former dealership service advisor, who was also told he needed $2,000 in tires and brakes and had both done elsewhere for under $650, one star, Yelp, September 2023 · source ↗
It goes back more than a decade, and it is chain-wide
The oldest complaint I found about this store is a 2014 Ripoff Report from a customer who came in for a battery test, was sold a battery, and was then told he needed a tune-up and front-end work he had just paid another shop to do.
The Tire Choice chain as a whole carries a 1.4-star rating on PissedConsumer, where the top complaint themes are dishonest diagnostics, excessive charges and hidden fees, and vehicle damage with no accountability.
Ripoff Report lists more than two dozen Florida complaints against Tire Choice stores with titles like "Over charged," "Misrepresentation of Price," and "quote of $447 charged over $2400."
One more thing every one of these reviews has in common: the reply. Monro customer service posts the same paragraph under each one, apologizing and offering a toll-free number. Several reviewers say nothing happened after they called it. The pattern is not being fixed. It is being managed.
Every figure on this page comes from one of the following documents. Copies are held and can be produced on request.
Tire Choice Auto Service Centers #1243, Estero, FL. Customer invoice, August 20, 2026. Spark plug and ignition coil replacement, 2014 Infiniti Q60. Total $3,364.58.
Infiniti of Sarasota. Written quote from the service department, August 31, 2026, for the same vehicle. Estimated total $2,621.44 including tax.
Firestone Complete Auto Care, Cape Coral, FL. Written quote, August 31, 2026, for the same vehicle. Total $2,068.32 with military discount.
Tire Choice Auto Service Centers, Cape Coral, FL. Phone estimate, September 1, 2026, for the same repair on an Infiniti Q60. Grand total $2,454.12.
NAPA Auto Parts, napaonline.com. Retail prices for Denso 3457 spark plug (DEN 3457) and Denso 673-4232 ignition coil (DEN 6734232), 2014 Infiniti Q60 3.7L fitment, Cape Coral, FL store, September 2, 2026.
Manufacturer identification. Denso 3457 is the FXE24HR11 plug Nissan packages as 22401-JK01D. Denso 673-4232 is listed by Denso as a certified replacement for 22448-EY00A. The Hitachi IGC0078 is sold as the factory-supplier equivalent of 22448-EY00A.
Public reviews of the Estero store. Google Maps (648 reviews), Yelp (66 reviews, read sorted lowest first), and Ripoff Report #1140785 (April 2014). Chain-wide: PissedConsumer and BBB complaint records for Monro, Inc. All read September 2, 2026; links in the pattern section above.