Word: tiring
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...Your April 10 article in U.S. Business, "The Rise of the Cheapies," is incorrect in saying that private brands of automobile tires are generally built to less demanding specifications than the brands with the names of the major tire-manufacturing companies...
...Anyone in the tire business who is genuinely concerned with safety will agree with the general point you conveyed, i. e., beware of cheapies. A consumer reading this item gets the strong implication that all "name brand" tires provide satisfactory performance, while all private brands are built to "less demanding specifications." Actually, this is not the case. While your article has done a service in steering consumers away from unsafe tires, it has done a great disservice to the private brands that sincerely strive to provide an equal or superior tire when compared to the majors...
...control, a veritable phantasmagoria of garish commercialism. But even the blatantly tawdy has its fascination. So does the sideshow atmosphere of a Ford convertible ride to Walt Disney's dinosaur-land and "Space City," an "audio-animatronic" Abe Lincoln, and a Ferris Wheel disguised as a giant tire...
...really began when dozens of big nonrubber companies, ranging from discount merchants (Korvette and White Front) to department stores (Macy and May), decided to invade the lucrative field with their own cheaper private brands-and thus revolutionized the staid tire business. Detroit still equips its new cars with name-brand tires, but two out of every five replacements now bought in the U.S. are private brands...
They contain less rubber, have thinner treads and inner cores of lower-grade material, and are generally built to less demanding specifications. Are the cheapies safe? The tire manufacturers insist that they are-so long as they are used only for driving about town at moderate speeds and not on constant or long highway trips. Alabama's Democratic Congressman Kenneth Roberts, who is sponsoring the tire bill in Congress, is afraid that most tire buyers do not know this. He wants a law that will make companies say why a cheapie is so cheap...