Direct Tire owner Barry Steinberg dies Direct Tire owner Barry Steinberg dies Print WATERTOWN, Mass. — Barry Steinberg, founder and CEO of Direct Tire & Auto Service, died April 27 of prostate cancer. He was 75. He served in the U.S. Army in Thailand during the Vietnam War. After his service, Mr. Steinberg began a lifelong career in the auto service business, initially working for Duddy Kravitz at Duddy's Tire. In 1974, he partnered with his friend Albee Stone, founding Direct Tire & Auto Service in Watertown. After six months he bought Mr. Stone's share of the business. The dealership grew to five locations in the Boston area — in Watertown, Norwood, Peabody, Natick and Medway.