To the new users of Royal Cords 
— probably a million in 19 2,3 
M OST rules are all the better for being 
broken once in a while. 
There’s an advertising rule, for instance— 
never to ask anyone to buy a thing and try it. 
When the makers ask you to try a Royal 
Cord on your right hind wheel they may 
be breaking the rule, but you will benefit 
thereby. 
The makers of Royal Cords, for their part, 
can’t see why making friends should ever 
go out of fashion. 
The more quality a tire has—and the more 
leadership—the greater its obligation to be 
simple and direct. Royal Cords earned their 
position of high regard by simple things. 
You can easily see that people’s confidence 
in Roy al Cords could never have been won by 
quoting a lot of big mileages , talking big dis¬ 
counts,or going throughallthoseotherkinds 
of gestures with the idea of registering big . 
The makers of Royal Cords devote them¬ 
selves to guarding quality and have no desire 
to dazzle customers. 
Their ideas seem to be right, because U. S. 
Royal Cords are the measure of all tire 
values today. 
United States Tires 
are Good Tires 
© 1923, U. S. Tire Co., N. Y. 
