"This side facing inwards" pretty much says it all. "Inward" means the interior space within the assembled tire/wheel. If you can read the text without looking into the interior of the tire's "carcass", the tires are inside out. Flip 'em around and mount 'em up.


Ha!
Actually, you have it right. The side of the tire with the text written on it goes to the inside of the wheel well. This is the side of the Rim *opposite* of the face of the Rim.
It sounds like the tires might have been on backwards when you first bought the car.