Word: brandsness
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Sir: 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.
Sir: 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...
With the largest auto population in the world, the U.S. travels on rubber-and each wheel means a sale for some tire manufacturer. The fight to make that sale has led to one of the biggest price wars in years. The main weapon in the war is a new, low...
The war 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...
Private brands generally cost from 30% to 50% less than name brands.