In a prior life years ago, I worked at a now-defunct department store chain often associated with monkeys, that had an auto center. They sold tires and batteries under their house brand. At the time, most of their tires were made by Firestone and Armstrong. The company was proud of saying that "Armstrong (or Firestone) builds our tires to our specifications. " Being younger and cynical, long before becoming older and cynical, I wondered what that meant. In a moment of unusual honesty, the auto center manager put it to me this way. "Our tire buyer visits the tire manufacturer and says, we need to buy a million tires in assorted sizes over the next five years. So the tire manufacturer asks us what our specifications will be. And our tire buyer stutters and stumbles and gets red in the face. So the tire manufacturer's rep, being ready for this, because he 'house-brands' tires for lots of companies, hands our tire buyer a specification sheet and says, 'we have these available that we can mold with your name on the sidewall!' And our tire buyer says, 'Well that's absolutely amazing! That's exactly what we had in mind. '" :-laf
Among the things I learned at the time, though, was that most of the larger "name" or "first-line" manufacturers tended to make house brand tires under a subsidiary corporation. Second line manufacturers, like Armstrong, Cooper, Mohawk and some others made perfectly good tires when the standard was four ply nylon, and also made house brand tires. Michelin began house-branding Sears radials to get market penetration into the United States when nobody in their right mind would buy "those squishy-looking French tires. " That was at a time when the rest of the Sears house brand line was made by, I recall, Armstrong. Later, when Michelin gained the reputation as being among the best of the best, Sears still sold a separate line of Michelin tires, but they were marked as being made by Michelin. Another thing I learned is that a manufacturer that couldn't rise above making garbage heap tires under their own name could in no way manage to make good tires for a house brand. Unfortunately, there are even more garbage heap brands now than there were in the 1960s, and most of them seem to be from the Far East. Some of them seem to have gotten their start making tires for wheelbarrows and garden tractors, and in my opinion, should have stuck with that market.