A tire dressing system for efficiently and accurately applying tire dressing to vehicle tires. The tire dressing system generally includes a support unit, a spray unit movably positioned within the support unit, an actuator unit connected to the spray unit, a tire sensor to determine the size of a vehicle tire, and a tire position sensor to determine the location of the vehicle tire. The spray unit includes a hollow cone nozzle telescopically supported within the spray unit to adjust the spray pattern applied to the sidewall of the vehicle tire depending upon the size of the vehicle tire. After the size of the vehicle tire is determined, the proximity of the hollow cone nozzle is adjusted to apply the desired spray pattern to the sidewall. The hollow cone nozzle then applies the dressing to the sidewall of the vehicle tire as the vehicle moves by the spray unit.