I T IS interesting to 
watch a car owner 
gradually becoming 
conscious of his tires. If 
his first tires don’t give 
him what he has been 
led to expect, you will 
see him going back to the 
dealer for an allowance. 
Finally he reaches the point 
where he prefers to shoulder 
his losses himself rather than 
argue the matter out with the 
dealer. 
Meet him a year later and 
you will probably find him 
with two or three different 
makes of tires on his car* 
* * * 
There is less conviction in 
the minds of motorists about 
tires today than about any 
The driver of the car in the foreground 
probably does not realize that by round¬ 
ing the corner too quickly he may be 
taking as much as a thousand miles out 
of his rear tires . 
A great deal of tire trouble can be 
avoided by slowing down to a reasonable 
speed in negotiating corners. 
other subject connected with 
motoring. 
Despite all the claims, all the 
allowances, all the selling talks 
that are presented for the 
motorist’s consideration, he 
goes along in his own way, 
seeking the tire that will give 
him the greatest economy. 
Often you see him running 
foul of the irresponsible dealer. 
But sooner or later he finds 
out that claims and allowances 
and selling talks can never 
take the place of performance. 
* * * 
More and more motorists 
are coming to realize that the 
only way to tire economy is 
through better tires . Avoiding 
the dealer whose idea of busi- 
ness is merely to fill the eye 
or to supply a market and go* 
ing direct to the merchant who 
deals in quality . 
Never has the United States 
Rubber Company’s policy of 
quality first been more thor¬ 
oughly justified or widely ap¬ 
preciated than it is today* 
Discounting, as it does, every 
temptation to force produc¬ 
tion in favor of a highly spe¬ 
cialized, wholly standardized 
product. 
• m * 
<4 
Even when the production 
of U. S. Tires has reached 
two or three times its present 
figure, the test will still 
be not how many tires—but 
how good . 
United States Tires 
United States ||| Rubber Company 
Fifty-three The oldest and largest Two hundred and 
factories Rubber Organization in the World thirty-five Branches 
