Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1915-01-31
NEW PRICES ON TIRES TO
GO INTO EFFECT TOMORROW


basis to dealers and consumers. effect
ing big saving for tire users and
guaranteeing a better business basis
for all tire dealers and insurinS fairer
treatment to consumers.
! In an Interview yesterday r. G. Dunn.
local manager OF the Il. F. Goodrich
! Company, said:
This Is a deliberate attempt to cut
! the .uaggle out Of tire buying and sell
Ing. for consumers.
1T is also an attempt to set right
I with tho public-thousands OF well-in-
tentioned retailers Of tires and auto
accessories.
These have. by circumstances. been
| forced into the gradual adoption OF a
most unwholcsome custom. viz: THAT OF
selling price lists instead OF selling
tires, 10 consumers-of selling dis
counts OF price lists. instead Of selling
mileage and service In tires.
1T !s not an attempt to mako things
harder for the kind OF tire mnnutact-
urer whose produce apparently cannot
be sold without the doubtful eNped!cnt
of tho padded price list. Said eNpedent
consisting of an alleged price list
which is purposcly printed up 50 that
1t may then be deliberately discounted
down by the dealer. to provide a spe-
, cial bargain to the consumer who is
unwary. or who Is too busy 10 investi-
gate values. This attempt is being
made also with q sincere desire 10 save
the retailer Of tires from the conse
Uuences OF further growth of that pad
ded price list custom which is melting
consumers to ratronize cut price spe
Cialists and band together to maintain
I supply departments with which to fight
what they, enormously, consider extor-
,ionate prices and profits. supposed to
he charged by retailers. on price list
basis.
Without the nadded price lists.
which in some cases show as much as
90 per cent retail profit on tires Gas
much as sli profit on a single 34x+
plain tread tire). the cut price special
lists would have no reason for exist
ence. could not make Roadway. nor
threaten to cut the market from be-
meath the dealers feet.
with the padded price lists, and the
bitter price cutting conditions that abb
normal profits always invite, the deal
er makes, in the end, much less profit
on average, than the normal and rea-
sonahle one TO which he is entitled
Thus he loses three ways, through the
padded price list custom.
Through the impairment OF his le
Ultimate market and volume by cut
price specialists. and by consumers
supply departments.
Through obtaining lower aver
age profit per tire during the year. be-
cause he must meet the keen price cut
ting competition which excessive profits
always invite
Through the heavy increase in the
cost of selling tires, for salesman's
time, when each customer feels that he
must shop-around number OF differ
ent dealers stores in order TO find out
which viii give him the largest dis
count Off the price list Of the tire he
wants to buy.
More costly and dangerous to tho
dealer than all three OF these Is the un
dermining OF public confidence. in tho
Kind OF store that is popularity believed
TO nave several prices for the Same artI
Gle can unreliable method OF selling
comes out OF IT, is the dealers side OF
the case. VI
The consumers side now claims our
attention.
Tres arc often emergency needs,
when tho car owner needs n new
Nre. he is moro likely to need 1t on-the-
road. and -. d. O. than to need |, nm
der leisurcly Observation-Disclosures
conditions. II he can step into an an
'o-hccessory store. garage or repait
/ SHOP In the ncighborhood of his Mood
ana there get the tire he wants. mn on
IN 20 minutes. it is worth a great dol
10 MIN to continue his outing without
10 ~ WnllC he awaits
Shipment and delivery of same tire on
ms teiegraphed order. But, IL auto.
owners do not patronize auto-accne
sorry. or localized tire dealers. these
must go out OF business and such cor
Venient sources OF supply would then
ne missed more by tire users than nv
anyone else
price-list. and the cutting out NJ tho
seemingly eXtortionatc padded price
hsts means so much to both consumer
ana retailer OF tires. That is why We
take the risk Of lining up the entire
'ire manufacturing industry against
US. IN sincere effort to put the sell
ing and buying of tires on the s,uo
sound safe and progressive basis thar
practically all other merchandise is IN
day netailed upon.
w" want TO see pricc-li lists that arc
| dependable, price lists that correctlv
ana iairly represent the manufacturers
own sincere valuation Of the miIoa,o
AND service he puts into his tires
'Pricelists that are reasonahIe ,oe
cal and reliable, not made to ouotc
discounts off. but to sell tires on or
course. there will still BIO wide dirrcr.
ences In the value to consumers as
great AZ the difference in the facilities
capacity and skill of ach manufacturer
IL is not expected, nor required that
, price-lists shall accurately gauge rnl,
i've values, but only that they shall
accurately and reliably measure tho
value which each manufacturer intends
10 give consumers. for the amount each
consumer invests in his tires
1T Is not desired that the manufac-
turcrs' ice-lists shall cut tho dc.l.r,.
margin down TO n profit on which no
cannot afford 10 do business and max -
money. II is only expected. urged ana
DESIRED, that the retail profits offered