The Daily Ardmoreite. [volume] (Ardmore, Okla.) 1893-current, 1921-04-17
TIRE CUSTOMERS HAVE
SOME ODD PREJtDICES

II submit as modern version Of the
well-worn bromide that competition is
the life of trade says Mr.. Wilmorc
Brown of the Brown Auto supply
Company of the Lee Tire & Rubber CO.
the equally true aphorism that pre-.
judice is the life of competition. AZ
soon as merchant removes himself
from competition he finds himself out
of business and by the same token If
he wants 10 turn deaf ear to cuslo-
mers' preiudices. favorable or unfavor-
able, he will have to seek for himself
lOwly cabin in tho woods If you
are in the great and important business
Of marketing automobile tires. you
count that day wasted in which no Gus
toner has expressed his own particular
lunch
There are over two hundred and
.itty different brands Of tires sold in
the United States today II YOU ina
ginc that the average motorist has an
out-an-out favorllc make Of tire Just
watch the cars that pass on The street.
Very few motorists who have worn
out their original tire equipment us,
The same make Of tire on all -four
wheels Thousands of car owners it
every city are so openmindcd and ~.
sold that many automobiles roll alcu-
on -four different brands Of tire. Tho
car owner who does that is It born
shopper lie gives tire makers every
practical opportunity to compete with!
one another--not through advertising
claims hut through the final analysis
which the road gives the tire.
Some car owners are prciudiced en-
ough TO think that their original tire
equipment is inferior as they surmiso
that the car manufacturer has placed
upon the wheels the cheapest tire he
The make ol their original tires and
never try another brand.
"Thcn we have the elusive customer
who is perfectly satisfied with par
ticular make but switches to another
for experiments sake This works
both ways. We have had customers
who We're willing to change makes af-
ter getting as high as $4,000 miles from
= competitive brand. Pleasure car own
ers. especially will not always stay
put' on one make.
Everybody who buys tires passes
through tho experimental stage. Some
never get out Of il but the wisest do.
In the smaller towns it Is no unusual
thing for car owners To- seek a tire for
which there is no local reprcsentatio
although thoroughly reputable pro
duets in that line may be had in their
own community. One dealer in be
moaning such a condition, said Don't
tell me it's not as | say. The express
office is next door TO my place and
see what comes in every day
customers have been known to buy
a tire because they like its tread dc
sign and not all of these are ladies'.
have heard motorists declare that Il
certain tread design was no good be-
cause 1t picked up nails. Others will
object To- another design because they
claim Il sings Some tread designs
are criticized on the ground that they
retard the car and loosen the tread il.
self Motorists have been known TO
lay the blame upon another tread de-
sign Tor a blowout to the tire sidowall.
There is no end 10 fantastic lunches
In the tire business.
81 have also noted several quaint
and many dangerous superstitions as
10 tire upkoep. The worst and most
expensive superstition Of all is that
undcrinflation causes longer, wear and
fewer blowouts. No tire maker ever
prescribed such treatmcnt-in fact un-
dorinflation is one of the poison labels
Of tho industry.
"As TO the internal construction OF u
tire, many people have the haziest
ideas. Some think that tire Is en-