Fisk Rubber Company

It was an industry leader but was in receivership from 1931 to 1933; the receivers overseeing the company cut the prices of tires in January 1933 as part of an overall market discounting trend.

[1] Fisk was forced out of the market by "competition and systematic price discrimination", and the company's demise was accelerated by the du Pont family's taking an interest in the United States Rubber Company (they already controlled General Motors), in the OEM tire market.

The firm was unable to sustain its stores; during the Great Depression, the company discontinued two-thirds of its dealerships by excluding those with less than $200 in annual sales.

[1] After having been dormant for many years, the Fisk brand was revived by Discount Tire in 1996 under an agreement with Michelin, which had purchased Uniroyal in 1990.

The company was known for its "Time to Re-Tire" tagline, featuring a young, pajama-clad boy with his right arm encircling a tire and his left hand holding a candle.

1917 newspaper ad for Fisk tires, showing an example of the product.
The young boy with a tire and a candle in 1930. Illustrated by Paul Martin .