Abe Goldstein and Prior Tire

Explore the life and business of one of Atlanta's most beloved member of the Jewish community, who fought powerfully for civil rights.

Abe GoldsteinWilliam Breman Jewish Heritage Museum

Abe Goldstein (1892-1982) was born in Atlanta, the son of Charles and Betsy Goldstein. In 1920, with the help of partner Sam Levy, Abe Goldstein founded Prior Tire.

Prior Tire Company. Advertising car.William Breman Jewish Heritage Museum

Rubye Goldstein and Leon GoldsteinWilliam Breman Jewish Heritage Museum

In 1921, Abe Goldstein married Rubye Eplan. On October 25, 1925, they had a son, Leon Goldstein. Leon would later take over Prior Tire from his father.

Prior Tire CarWilliam Breman Jewish Heritage Museum

Goldstein was active in the business community as the president of the Atlanta Tire Dealers and Georgia State Tire Dealers.

Prior Tire Sales and Service AreaWilliam Breman Jewish Heritage Museum

In 1932, Prior Tire became the first private business in Atlanta to hire African Americans to sales positions.

Prior Tire service area (1950)William Breman Jewish Heritage Museum

Although he faced some resistance from other businessmen and customers, Goldstein hired Obie Smith to work in sales, asserting that Smith was capable and qualified for the position.

Prior Tire Company employees (1950)William Breman Jewish Heritage Museum

Newspaper article about Prior Tire's new location (1936-06-01) by The Atlanta GeorgianWilliam Breman Jewish Heritage Museum

Prior Tire Company continued to thrive, even in the midst of the Great Depression. The business moved to a new location in 1936.

Prior Tire Company (1955)William Breman Jewish Heritage Museum

Pior Tires largest location was on the corner of Peachtree and Pine Streets in downtown Atlanta, pictured here in 1955.

Prior Tire advertisement (1940) by Prior Tire CompanyWilliam Breman Jewish Heritage Museum

Part of Prior Tire's success was secured through clever marketing campaigns and dedication to customer service. Prior Tire became known for offering 24/7 service.

Prior Tire Company at night (1950)William Breman Jewish Heritage Museum

Prior Tire was committed to serving its customers when they were in need, which often meant helping people with their cars at night.

Prior Tire AdvertisementWilliam Breman Jewish Heritage Museum

Prior Tire also became known for its slogan, "Don't cuss... Phone us!"

Paper weight by Prior Tire CompanyWilliam Breman Jewish Heritage Museum

Abe Goldstein and Ben Hyman meetingWilliam Breman Jewish Heritage Museum

In addition to his involvement in Atlanta's business sphere, Abe Goldstein was a leader in the Jewish community. He was president of numerous civic and religious organizations, including the Atlanta Jewish Federation, Ahavath Achim Congregation, the Jewish Home, the Atlanta Tire Dealers and the Georgia State Tire Dealers. He also served as a member of the Georgia Governors staff under three different administrations

"Looking Ahead to Increased Synagogue Meaning" by Abe GoldsteinWilliam Breman Jewish Heritage Museum

This is Abe Goldstein's speech to the Ahavath Achim congregation about the building of a new synagogue.

Atlanta Jewish Welfare Fund (1958-05-27)William Breman Jewish Heritage Museum

This photograph, taken in 1958, shows Abe Goldstein greeting Abba Eban, the Israeli ambassador to America, at the airport in Atlanta.

Jewish Federation of Greater Atlanta in New York City at the Waldorf HotelWilliam Breman Jewish Heritage Museum

Jewish Federation of Greater Atlanta in New York City at the Waldorf Hotel. Abe Goldstein is seated first on left next to Golda Meir. Max (Mike) Gettinger is second from the left standing; David Alterman is fourth from the left standing, and Dr. Irving Goldstein is first on the right standing. Sidney Feldman is sitting to the right of Golda Meir.

National Conference of Christians and JewsWilliam Breman Jewish Heritage Museum

National Conference of Christians and Jews (now known as the National Conference for Community and Justice). L-R: [unidentified], Abe Goldstein, Mayor Ivan Allen, Benjamin Mays.

Eternal Light Award (1960)William Breman Jewish Heritage Museum

Goldstein was recognized for his decades of community service with several awards, like the Eternal Light Award in 1960.

Abe Goldstein Award (1966-10-15)William Breman Jewish Heritage Museum

In 1966, Mayor William B. Hartsfield received the first Abe Goldstein Human Relations Award from the Anti-Defamation League Southeast Region.

"Daring spirit of modern pioneers made Atlanta the great city it is" article (1983-01-05) by Atlanta ConstitutionWilliam Breman Jewish Heritage Museum

Abe Goldstein noted as a modern pioneer in one of Atlanta's largest newspapers on January 5 1983.

Tire Business newspaper article (1995-09-04) by Tire BusinessWilliam Breman Jewish Heritage Museum

In 1995, Prior Tire sued the Atlanta Public School system after losing a contract to supply tires for school buses despite being the lowest bidder. The lawsuit rehashed the civil rights debate in Atlanta. Prior Tire won the lawsuit and the Atlanta Public Schools redefined its affirmative action policy.

Abe Goldstein obituary (1982-12-25) by Atlanta ConstitutionWilliam Breman Jewish Heritage Museum

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