Sentury Tires has unveiled a new service called AvanTech, a monthly subscription service that provides customers with four new tires as needed when the tires wear down.

The cost starts at $17.95 per month, depending on the tires desired and the annual mileage the customer puts on them. The deal includes installation, road hazard coverage, tire inspections, and service.

AvanTech is being introduced in only a few markets initially in Alabama, Georgia, Flordia, and South Carolina. Participating tire and auto stores in the region, include Fryer’s Tire Center in LaGrange, University Tire and Auto in Auburn, Ala., and Litz Tire in Newnan, Ga. with the service to be expanded over time according to the company.

“Today’s consumers are no longer tied to just one screen or cable provider, so why should they still look at tire ownership the same way,” Rami Helminen, chief executive officer of AvanTech Tires, said in a statement. “We’re addressing the needs of a new generation of drivers who prefer an affordable, more convenient and hassle-free option that provides them with fresh, quality tires on an as-needed basis, along with peace of mind and zero hassles.”

Customers can check out the costs and subscribe here. Subscribers must schedule an installation date, have the tires inspected by the installer every five to seven months for tread depth and air pressure, and rotated as needed. When they reach minimum depth the tires are replaced at no additional cost, the company said.

Sentury Tire is a subsidiary of Sentaida Group, a company founded in 2008 in Qingdao, Shandong, China.

This announcement comes more than a year after announcing plans for a $530 million plant in LaGrange, Ga. that will also serve as a North American headquarters. The plant is to employ more than 1,000 people, the company has said.