inRoads Bridgestone Firestone North American Tire, LLC O Spring 2005 Executive Need New Tires? Promotional Campaign Launches page ................................2 Edge Feature in Tandem with National Tire Safety Week Bridgestone Firestone awareness issues during National Tire Safety Where’s North American Tire, LLC (BFNT) is offering Week, April 24-30. More than 10,000 tire and page ................................2 Mario an enticing promotion for those who need auto service outlets participate in the RMA's new tires (or for those who want better tires) beginning in early April. From April 7 Motorsport page ............................3,5 through May 7 the "Need New Tires™" promotion will offer a rebate of up to $100 with the purchase of four select Bridgestone brand tires. initiative through the distribution of TireStarz page ........................3,8,11 "At Bridgestone Firestone we understand educational brochures and other efforts to the difference between wants and needs," promote tire and auto safety. Bridgestone said Phil Pacsi, executive director of consumer Firestone participates in efforts through its tire marketing, BFNT. "Tires are certainly a retailers and its Web site www.tiresafety.com. Awards page ........................4,8,12 necessity: they support the load of your For more information on the Need New Tires vehicle; they offer fuel savings when properly campaign please visit inflated; and tires offer peace of mind when www.bridgestonetire.com, your local Commercial page ................................6 selected with key attributes such as wet Bridgestone retailer or call 1-877-TIRE-USA traction design for additional details. or Run-Flat technology. Tire Safety Facts OE page ........................6,7,10 "We also • Each month three out of four drivers recognize that wash their cars while only one out of tires can be a seven correctly checks tire pressure. Ag page ................................7 want: to offer • Only 15% of drivers properly check their better tire inflation pressure. handling, • More than half of drivers wrongly believe better that the correct inflation pressure is Driver’s page ............................8,9 Edge performance or as a matter of style," added printed on the tire sidewall. Pacsi. "The concept of the 'Need New Tires' • 30% of drivers wrongly believe that promotion was born out of the fact that tires the best time to check their tires is are often critically overlooked and should when they are warm after being driven Canada page ................................9 not be taken for granted." a few miles. The Need New Tires campaign begins just • Nearly 1/3 of drivers wrongly believe that as the automotive aftermarket industry when taking a trip with a fully loaded Environment page ..............................11 celebrates National Car Care Month with a vehicle, they are better off if their tires renewed focus on building consumer car are a little bit underinflated. care awareness. The Car Care Council • Two out of three drivers do not know spearheads the effort through a consumer how to tell if their tires are bald. education campaign, "Be Car Care Aware," • 71% of drivers do not check the tire which promotes the benefits of regular pressure in their spare tire. vehicle care, maintenance and repair. • 40% of drivers have not rotated their In addition, the Rubber Manufacturers tires within the recommended interval Association highlights tire maintenance and of at least 8,000 miles. -Rubber Manufacturers Association 2 inRoads Spring2005 A Note from Mark Emkes Executive Edge Spring is As you know, there are many challenges upon us and for the tire industry today; however, out of with it changing climates, such challenges come unique opportunities. changing scenery, and at I challenge you to seize the opportunity to Bridgestone Firestone North educate every consumer about the fuel American Tire a new savings gained by properly maintained tires. approach to how we According to the Department of Energy, one market and sell our tires. pound of under inflation costs consumers We’ve put a lot of emphasis in recent two to three miles of gas per gallon. This years in trying to change the way people wastes four million gallons of gas daily think about their tires. In our marketing and nationwide! consumer education initiatives we continue As the motoring public gets in gear for to educate consumers about how the the heavy driving season, we look to you to technology in their tires is a key factor in the be the community leader in educating performance and handling of their vehicle customers about tires. and is crucial to safety when out on the Our Family Channel is the best dealer road. We consistently preach our message network in the tire business. I encourage regarding the importance of proper tire you to embrace the challenges in the inflation and tire maintenance, and we’ll marketplace as an opportunity to champion continue to keep reminding consumers to your business, your relationship with your inflate, rotate and evaluate their tires. customer and to make your business the To take our efforts to the next level, we undisputed leader for customer service and are launching a new and innovative spring education in your community. campaign. From April 7 through May 7, the I believe if you treat your customers with Need New Tires™ initiative encourages respect and become a trusted leader, they people to evaluate their tires and offers will pay you back in repeat business again consumers incentives for the purchase of and again. select Bridgestone brand tires. The campaign Very Truly Yours, complements National Tire Safety Week which the Rubber Manufacturers Association has slated for April 20-25. Mark A. Emkes Where’s Mario Where’s Mario On a recent trip to Calgary, Mario Andretti took a ride down Canada Olympic Park’s bobsleigh track in a four-man sleigh with a professional pilot, brakeman and John Gamauf, president, consumer tire replacement sales, BFNT. Andretti was in town to visit with Bridgestone Firestone dealers and to promote the company’s brand, but his adventurous spirit simply couldn’t turn down a chance to experience the Olympic sport. Spring2005 inRoads 3 IRL Owner Robbie Buhl Visits Bridgestone Motorsport Firestone’s Akron Technical Center Former Indy Racing League tires used in IRL competition. (IRL) driver and current team co-owner Speyer presented a trophy to ATW Robbie Buhl recently visited Bridgestone employees to commemorate their hard work Firestone’s Akron Technical and dedication in making the Firestone Center, which is responsible Racing program a success. for the manufacture of tires “Our racing program has a lot of moving used in IRL competition, to parts and requires a lot of coordination participate in a ceremony between many Firestone teammates,” said honoring employees of the Speyer. “But the foundation of everything center’s Advanced we do is the ATW employees. They are the Technology Workshop (ATW). ones who put together each IRL tire and Buhl was joined by Al their attention to detail and commitment to Speyer, executive director of excellence has made our program the motorsports for Bridgestone Firestone North success it is today.” American Tire, LLC, and by Hank Hara, Off the track, Buhl has spent thousands of executive vice president, tire development hours as the national spokesperson for and technology. “Racing for Kids,” a national youth charitable Firestone is now in its 10th season as a foundation. On behalf of “Racing for Kids,” tire supplier to the Indy Racing League. Buhl has visited more than 14,000 children Since 2000, Firestone has been the league’s in over 240 hospitals worldwide, and raised sole tire supplier and in 2002 was named more than $3 million for local children’s official tire of the IRL and the Indianapolis health initiatives. 500 Mile Race. Throughout that time, the In honor of Buhl’s longtime support of employees of the Akron Technical Center the Firestone Racing program, a and the Advanced Technology Workshop contribution to “Racing for Kids” was have been tasked with the research, design presented to him on behalf of ATW and manufacturing process for Firestone employees during the ceremony. Tire Mart Recognized for TireStarz Success TireStarz In January, Tire Mart in Lake Tire Mart also doubled its nine-bay store City, Fla., was named the Tire into an 18-bay super center during the six- Wholesale Warehouse Florida TireStarz Dealer month construction phase. The store now has of the Year. Tire Mart joined the TireStarz an extended bay for motor home access. Two program just three years ago and express bays are used for oil changes or to has been enjoying success ever mount and balance a complete set of four since. tires in less than 25 minutes. After opening In the past three years, the extra nine bays, Tire Mart’s business business has grown more than increased an astounding 30 percent over 90 20 percent each year. In October days and gross profit is up almost 50 percent 2004, owner Jim Burke decided for the same time period. it was time to take his business Tire Mart’s second location in Chiefland, to a new level. Burke built a Fla., has been successfully operating for more 9,000-square-foot warehouse to than four years, and Burke is currently looking hold his increased inventory of for other growth opportunities in the north Bridgestone, Firestone, Fuzion and Dayton Florida market. tires. The warehouse has plenty of room for Burke gives credit to TireStarz for his wheels, trailer hitches, lift kits and other high success: “TireStarz was the partner we needed profit items that were not stocked in the past to become the success story we are today.” due to room constraints. 4 inRoads Spring2005 Bridgestone Firestone Aiken County Plant Recertified Awards in Elite Safety Award Teammates at Bridgestone company’s and our teammates’ Firestone North American Tire, LLC’s (BFNT) commitment to safety and quality,” said Aiken County, S.C., facility have one more Michael Rose, BFNT’s Aiken County plant reason to celebrate.