The Washington times., 1920-01-03

which gives him the cost per mtle-
lie then multiplies II by 1000 TO get
the cost Of each thousand miles he
has paid for.
II Is easy TO compare this cost with
the cost OF a thousand miles delivered
with another tire he may be using
and he naturally and correctly sticks
TO the tire that shows him the low
est cost per 1000 miles.
when he has arrived at this point
in his experiments he continues TO
buy tires regardless OF nrst cost or
list price, for he has found that a
tire is not a tire and that while they
all look alike and Mt the same stand
ard size rims. there Is a vast diner
ence In the real cost or nnal cost ana
that cost per thousand miles 10 the
yardstick with which all tires must
be measured.
This keen. business-iike. American
way OF getting at the bottom CT
things will go far TO cause tires TO
be made more on a basis OF miles 10
be delivered. at SO much per Thousand d
miles. than on the basis OF nrst cost
and its corresponding quality.
Where money and expense is con-
from Missouri, and II he can't be
ohO" Nv hh' Ssh
There II q growing tendency 10
disregard adjustment mileage As the
proper representation of quality In
tires, and many users are looking
at the average miles actually de-
livered as q basis into which they dt-
vide the cost or price paid, and all
tires will soon be weighed on that
basis by the average tire user.
The average car owner will some
day demand that all tires be manu-
factured on the basis OF highest quail
ity possible, for he Is beginning to
see that II is q poor plan to set .
price and build . tire around that
price, and that he gets most miles at
least cost when the best tire posst-
Bile Is made and . fair price placed
on It. He will pay the price. for he
knows that on that basis his hrst
cost 10 his hnal cost and that he can
figure his cost per thousand miles
without any difficulty.
Lsok Fer Quality.
The American ear owner II coming
moro and moro to look for plus quail
ity In tires and to disregard guar
antees a. q bisis for determining
comparative value
Dealers who anticipate this gen
eral condition will ind that the car
owner will receive favorably state
ments from the dealer that quality
means more than guarantees and
that guarantees are not real basis
for comparing tires ~ to the miles
they will deliver.
Guarantees should be regarded By
the manufactures only a. . convent
ent basis for his adjusting depart
ment, not ~ q basis of sals- All tires
should deliver mileage way beyond
the guarantee mileage. thus making
adjustments tho rare exception rather
than the rule
The tire user 10 quietly doing some
thinking on his own account, and tho
dealer who has his ear to the ground
and his eyes open to conditions will
receive the undivided attention Of the
consumer in talking quality and
miles delivered rather than price and
guarantees
Summary: Tho American tire user
Is beginning to realize that the satis-
faction should cone out Of tho tire
and he II tired of the unjust custom
of getting II out of the dealer. who
never Is to blame for lack Of mileage
in the tire and who often f1nds him
self In hot water in playing the part
Of a factory adjuster. when he should
be devoting his selling time to build
ing new businessI-Tires and Access
SORES.