Firestone has introduced the industry’s first lower-cost, lower-profit, “third-line” tire series in the post-WWII period. Initially available in two sizes, it is designed specifically to meet growing competition from independent tire merchandisers such as Sears Roebuck and Montgomery Ward, among others, that consistently maintain prices below those of nationally advertised brands. Firestone’s major rivals are expected to unveil similar products, perhaps before the ...

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