inRoads Bridgestone Firestone North American Tire, LLC O June 2008

Bridgestone Americas Brings Style Feature page...... 1, 10 Feature to 2008 Chicago Auto Show Company showcases tire technology, driver safety Contact page ...... 2 education and environmental excellence Patch With several certified wildlife habitats across the United States and Photo a contest that inspires award-winning page ...... 2 Gallery driver safety videos “for teens by teens,” Bridgestone Americas is making a difference in the many Consumer page ...... 3, 7, 8, 9 communities it calls home. These two elements combined with an amazing display of technologically advanced Bridgestone- and Firestone-brand Off Road page ...... 3 tires and open-wheel race cars made the Bridgestone Americas booth a must-see attraction at the 2008 Chicago Auto Show. Ag page ...... 4 Throughout the event, visitors to The Bridgestone Group’s “One Team, One Planet” theme in its the Bridgestone Americas booth Chicago Auto Show display illustrates the company’s global received a firsthand look at the commitment to environmental performance and working together with communities to protect and preserve natural surroundings. Dealer page...... 5, 7 Bridgestone brand’s innovative Run- Flat technology, as well as two new Greatec Super Single truck tire and Multicell® members of the Bridgestone-brand family of compound in the Bridgestone Blizzak™ tires: the Potenza™ RE760 Sport and Potenza winter tire. Motorsport page ...... 6 G019 Grid with UNI-T® technology. The During a special reception before Media booth also featured other technological Preview Day, the top four winners of advancements, including the energy-saving Bridgestone Americas’ 2007 Safety Scholars contest showcased their auto safety videos to In the News page ...... 7 automotive journalists from around the country. The contest awarded $5,000 college scholarships for the most compelling and effective teen-created videos that drive home BBTS page ...... 10, 11 life-saving messages on auto and tire safety. “Our company has a fascinating story to tell about our commitment to the Education community, safety education, cutting-edge page ...... 11 tire technology and environmental performance, and we were very proud to Former NFL Tennessee Titan and Dallas Cowboy Eddie share that story with visitors to the 2008 OE page ...... 12 George talks with 2007 Safety Scholar winner Sarah Chicago Auto Show,” said Christine Karbowiak, Wilson and friend Cameron Thacker at the Chicago Vice President, Community and Corporate Auto Show. Relations, Bridgestone Americas Holding, Inc.

The 2008 Safety Scholars student video contest is now open. Videos will be accepted through June 24. Please visit www.safetyscholars.com for more information. 2 inRoads June2008

Contact A Note from John Gamauf Photo Patch First, let family of dealers in the tire business. It has Gallery me begin been gratifying for me to have had the by simply expressing opportunity to work with so many my heartfelt thanks to incredible dealers over the years and watch all of my great friends your businesses grow. I’ve seen how you who make up our have been involved in your communities Family Channel of and how you have made a difference. As dealers and to those of you’ve grown, our business has grown, you who have sent me well wishes and which has allowed us to give back to our congratulations on my retirement. Your communities. cards, e-mails and phone calls have meant We’ve done it together. We’ve been the world to me. through some tough times — and you stuck It’s been a great ride! I’m extremely proud with us. that I spent 39 years at this amazing We’ve also been through a lot of great company. It’s the only company I ever times and I believe our best days together Indy car driver Mario Dominguez worked for. It’s the only company I ever are still ahead of us. I will never forget your (right) and former “Dukes of Hazzard” wanted to work for. I wouldn’t have loyalty when it really mattered! I will always star John Schneider (left) at the Bridgestone Firestone North American changed a thing. cherish the great times: the big events like Tire, LLC booth at the Barrett-Jackson Along the way I have been helped by the Indy 500, our dealer meetings in Vegas Classic Car Auction in Scottsdale, Ariz. terrific teammates and mentors. I started out or the Super Bowl. I’ll also cherish the small The booth showcased Bridgestone- when I was 17 years old selling tires in a get-togethers where we shared a laugh or brand high and ultra high retail store in Chicago where I learned a lot came up with a new and better way to performance tires. about how to run a profitable tire and outsell our competition. We did it together! service store. Later, when my career led me We are very fortunate to have someone to the tire company, I worked with many with the talent and experience of John talented people who pushed me, supported Baratta to move into the position of me and helped me grow as a business President, Consumer Replacement Tire, person and understand what I needed to do Bridgestone Firestone North American Tire, to help our dealers — our partners — be LLC. John has great vision, experience and successful in a very competitive business. passion for our business, and I know you I’ve been fortunate to work with a lot of will enjoy working with him and his team in Visitors to the Barrett-Jackson Classic great people and hold many different the years ahead. I know John will do an Car Auction saw a set of wheels very familiar to John Schneider (above positions and leadership roles over the awesome job. left), who played the role of Bo Duke years. The toughest and most rewarding Although I’m retiring, I’m not slowing on the popular television show “Dukes position I ever had was managing a tire down. I look forward to seeing many of you of Hazzard.” The famous General Lee store. I know how much hard work it takes down the road at meetings, social functions 1969 Dodge Charger Schneider drove to cover the long hours, motivate your and races. I wish each and every one of you on the show was among the many vintage cars featured at the auction. team, sell tires and take care of your all the success in the world. In closing, let customers. I have great respect for our me again say thank you for your friendship, dealers and how hard you work every day to support and loyalty over the years. You are make your business a success. great partners and the best of friends. With There’s one thing I learned early on in my you by my side … it has been a great ride. career: it’s all about building relationships with customers. People buy tires from people. We make world-class products, we’re leaders in technology and we have iconic John “Johnny G” Gamauf brands. But you are one of the most President (retired), Consumer Replacement Tire important parts of our business. Bridgestone Bridgestone Firestone North American Tire, LLC Firestone is very fortunate to have the best June2008 inRoads 3

The Union New Investment Slated for Bridgestone Firestone Consumer of Durability Off Road Off Road Tire Plant and Bridgestone Firestone North American Tire, LLC (BFNT) is making a Strength Continues significant financial investment in its with New Bridgestone Bloomington, Ill., Off Road Tire plant that will Duravis™ Tire allow the plant to produce new off road tire The Bridgestone-brand sizes and double the facility’s giant loader DuravisTM M700 HD with exclusive tire curing capacity. Total capital expenditure UNI-T® technology is the newest is expected to be a minimum of $12 million addition to the Bridgestone over the next five years. Fifty new jobs will Duravis family of heavy-duty light also be added to the facility in 2008. truck commercial tires. The The new investment to bring in curing presses that will double the plant’s giant Shawn Rasey, Vice President, Bridgestone Firestone Off Duravis line is designed to Road Tire Company, speaks to a member of the media provide the strength, durability loader tire capacity has already begun. The during a press conference announcing the significant and reliable performance project is expected to be completed this financial investment in the Bloomington, Ill., Off Road required for tackling the toughest year. Additional projects that will allow the Tire plant tasks. A commercial-grade light plant to produce new off road tire sizes and President, Bridgestone Firestone Off Road truck all-terrain tire, it is intended types are currently under review and those Tire Company. “The Bloomington plant is for those who venture off- details are expected to be finalized in the playing an important role in helping the highway in the line of duty. near future. company serve the needs of our customers “As we have stated many times, we will who demand world-class heavy-duty tires.” continue to invest in our key facilities where Global demand for off road tires remains there is stability, high productivity and an strong. This new investment ensures that opportunity to make a reasonable return on BFNT customers will continue to receive the investment,” said Shawn Rasey, Vice products they need to maintain their success in the global marketplace. “We are expanding our capacity to meet our customers’ requirements now and in the future,” Rasey said. “With the strong global demand for off road tires, it’s clear that our customers can rely on our proven technology and products for all of their needs.” “We’re very excited about this investment in our facility and our ability to better serve the needs of our customers,” said Greg Halford, Bloomington Plant Manager. “Our team is “Ambulances, construction The financial investment will allow the Bloomington, dedicated to building world-class tires and this trucks, land management fleets Ill., plant to produce new off road tire sizes and will certainly help us compete and win in a — even delivery vans — have double the facility’s giant loader tire curing capacity. fiercely competitive global marketplace.” the tough tasks,” noted Phil Pacsi, Vice President Consumer Tire Marketing, Bridgestone Firestone abrasions caused by common hazards such as wear and ultimately extending useful life. North American Tire, LLC (BFNT). rocks and debris. In addition, its tread design The Load Range E tire is currently “The Bridgestone Duravis M700 promotes stone ejection to help prevent available in several popular light truck sizes HD helps the hardest working “drilling” that can damage the tire’s belts and including: drivers get the job done and casing. LT215/85R16 115/112R E avoid costly downtime.” Special compounds, typically used to LT235/85R16 120/116R E The tire delivers solid traction in manufacture heavy-duty commercial truck LT225/75R16 115/112R E snow and mud thanks to an tires, contribute to the high casing durability LT245/75R16 120/116R E aggressive off-shoulder design and of the Bridgestone Duravis M700 HD and — LT265/75R16 123/120R E zigzag grooves with stepped in concert with its closed shoulder slots — LT235/80R17 120/117R E block edges while dual sidewall allow the tire to endure demanding service LT265/70R17 121/118R E protectors resist cuts and for long periods of time, reducing irregular LT275/65R18 123/120S E 4 inRoads June2008

Tread-TTo-TTread Demonstration Shows Firestone Ag Farm Tire Traction Superior to Michelin® Entry Firestone Agricultural Tire “In this configuration, (FSAG) recently unveiled a demonstration each drive tractor pulls an video that reaffirms its position as the tractor equal load, yet can float in tire “leader in the field.” relation to each other, The video was created as a direct depending on the ‘grip’ or response to Michelin North America’s claim ‘slip’ of the tires they run that the traction of the Michelin Agribib® R- on,” explained Allen. “It’s 1W was equal to, or better than, that of the really a tug-of-war — the Firestone Radial All Traction 23 R-1. tractor with the most “The Firestone 23 degree R-1 tractor tire traction steadily gains more has consistently outperformed the 45 cable and pulls ahead of the degree R1-W,” explained Ken Allen, Vice other tractor. The difference President of FSAG. “When Michelin released in traction is measured by a video challenging the superiority of the distance between the two tractors at the Firestone drive tractor at demonstration. Firestone tires and our 23-degree bar end of the run.” design, we decided to conduct a test to set To ensure a fair outcome, the tread-to- the record straight.” tread demonstration covered two quarter- Fair and Equal Demonstration mile runs, with the rear tires switched from one tractor to the other between the runs. Prior to the demonstration, tractors of the same brand and horsepower were weighed, Results: ballasted to compensate for weight Firestone Brand Wins — Twice differences and tested on a dynamometer for The tread-to-tread demonstration results equal power. The rear tires also were inflated were exactly what FSAG expected. to the same pressure, among other measures. After the first quarter-mile In a harvested corn field near Slater, Iowa, run, the tractor with the the Firestone Radial All Traction 23 R-1 went Firestone Radial All Traction 23 tread-to-tread with the Michelin Agribib R- tires finished 37 feet, 4 inches 1W. The tires competed in the same field, at ahead of the tractor with the the same time, with the same sized tractors. Michelin Agribib R-1Ws. Despite The demonstration involved two drive being mounted on the other tractors and an anchor tractor. A cable was tractor for the second run, the attached to the drawbar of one drive tractor, Michelins didn’t fare much run through a pulley on the anchor tractor, better. The tractor fitted with and attached to the second drive tractor. the Firestone tires finished 36 Starting side by side, running in the same feet, 8 inches ahead of the gear and at the same RPM, the two drive tractor with the Michelin tires the second Bridgestone Firestone Engineer Wayne tractors pulled the anchor tractor along. time around. Birkenholz explains results at the end “When we averaged the two of the demonstration. runs, the Firestone tires out- pulled the Michelins by 37 feet — more than 12 yards — during a quarter-mile run,” said Allen. That difference is important to the people who buy farm tires. The video and supporting materials from the demonstration are available for download from the Firestone Agricultural Tire Company Web Drive tractors and anchor tractor during second demonstration. site at www.firestoneag.com. June2008 inRoads 5

Beatin’ the Blues with B&B Tire and Bridgestone Firestone Hosting a local car show kept customers knocking at this Montana dealer’s door Dealer Spotlight What do you do when your town shuts down the street where your Let us hear from you. If you would like to highlight a dealer or your store(s) for a business is located for a three-day Dealer Spotlight in a future issue of festival? Join in the celebration, of inRoads, contact the inRoads editorial team course! That’s what Wiley Taylor, at (202) 354-8271 or [email protected]. president of B&B Tire Company in Billings, Mont., decided to do when a promoter started the Magic City Blues Fest several years ago. Each August, the city closes Montana Avenue, a one-way street through downtown Billings, for the festival. As the Bridgestone Firestone’s BEST trailers and more than 30 cool cars only retail outlet at the end of Montana on-site helped make Cruisin’ to the Blues a fun-filled event for the Billings community. Avenue, B&B Tire was losing store traffic and, consequently, sales during the long show. In 2007 he charged a small entry fee weekend. With a little help from Bridgestone for the car show and gave the proceeds to a Firestone North American local charity that provides Thanksgiving Tire, LLC — and a lot of meals to needy families. BFNT joined in by cooperation from his matching the donation, allowing Taylor to dedicated staff of seven and contribute more than $1,500 to the charity. his friends in the community “B&B Tire’s event is a classic example of — Taylor started the “Cruisin’ how Bridgestone Firestone can involve our to the Blues” car show as a dealers in events that can enhance their community outreach event. image within the local community,” said “It’s a pretty amazing Gary Adams, BFNT Regional Sales Manager. event,” Taylor said. “We have “And this is about more than dollars and a lot of fun and the residual cents or selling tires. It’s about building a effect of the show is that, reputation for B&B Tire and Bridgestone even to this day, people who Firestone within the community.” Vintage autos arrive at B&B Tire for the attended or entered a car in the show are When the annual event is completed, the Cruisin to the Blues car show. still coming in as customers, even if they cars have all been driven away and the never did business with us before.” employees are back behind the counter, Cruisin’ to the Blues attendees get free T- Taylor says all the planning and preparation shirts emblazoned with the show’s theme behind the event is “absolutely worth it.” (last year it was a 1968 Chevelle), BBQ To learn more about Bridgestone lunches and prizes for their Firestone’s B.E.S.T. trailers and marketing vehicles. Taylor also coordinates materials, contact your area sales with BFNT to use its tents, representative. giveaway items and B.E.S.T. trailers and show cars, such as IndyCar driver Marco Andretti’s About B&B Tire Company vehicle. Taylor also publicizes B&B Tire is a three-bay, family-owned the show extensively, shop started in 1959 by Wiley Taylor’s distributing flyers, sending father, Bill Taylor. Bill and Mary Taylor invitations to past car-show (Wiley’s mother) operated the business participants and booking a live until Wiley took over in 1978. Today, he two-day radio remote and and his wife, Cindy, run the business. The employees at B&B Tire chatted with advance radio commercials through a local Their son Junior has joined the team to car enthusiasts – and potential customers radio station. round out the third generation at the – during the three-day event. Taylor has also added a charitable company. component to his activities surrounding the 6 inRoads June2008

‘Firestone ’ Name Motorsport Returns to Open-WWheel Racing Firestone to sponsor renamed IndyCar driver development series Pairing open-wheel racing’s past and Championships present to help mold the sport’s future, the from 1991-2001. IndyCar Series and Bridgestone Firestone Many of today’s top open-wheel competitors North American Tire, LLC (BFNT) have a new and owners — including Helio Castroneves, agreement that makes the Firestone brand , , Oriol Servia, the title sponsor of IndyCar’s official , Townsend Bell, Eric Bachelart development series, re-establishing the and Robbie Buhl — cut their racing teeth on series name as “Firestone Indy Lights.” the series’ diverse array of tracks. When the Indy Lights series disbanded after 2001, BFNT continued its strong support for developing open-wheel talent by becoming the Official Tire of the Indy Pro Series which debuted in 2002. Aspiring drivers such as A.J. Foyt IV, Ed Carpenter, Jay Howard, Marco Andretti and Hideki Mutoh have parlayed that History was made at the Bridgestone experience into IndyCar Series rides Indy Japan 300 as Danica Patrick and successes. became the first woman to win a major “This is a fresh start driven by open-wheel racing event. Patrick, #7 tradition,” said Al Speyer, Executive Director Motorola Racing // Firestone, said: “The conditions with the IndyCar development series graduates and current of Motorsports, BFNT. “Our company has a drivers at Homestead-Miami Speedway. Front row, lack of rubber out there always make it from left: Ed Carpenter, Townsend Bell, Oriol Servia, long history of supporting the development harder on the tires, but after the first Dan Wheldon, Tony Kanaan, , Marco of talent in the open-wheel ranks; this will be stop, my crew told me that the right Andretti. Back row, from left: Al Speyer (BFNT’s our 18th consecutive year doing so. With the rear wasn’t even showing cord … . That Executive Director of Motorsports), Jay Howard, AJ unification of open-wheel racing, we thought really shows how strong the Firestone tires are and I finally got it across the Foyt IV, Dillon Battistini, Hideki Mutoh, Scott Dixon, it the perfect time to merge the excitement Robbie Buhl, Roger Bailey. finish line first.” of the IndyCar Series’ growing support with The change is really going back to the the rich history of Firestone Indy Lights.” future; for 11 seasons BFNT served as title The multiyear agreement officially 2008 IndyCar Series Schedule sponsor and exclusive tire supplier to one of renames what has previously been the Indy *Dates/events subject to change the most successful driver development Pro Series to Firestone Indy Lights. Drivers March 29 Homestead April 6 St. Petersburg series in American history. Firestone and will continue to compete for the Firehawk April 19 Motegi Dayton brands headlined the Indy Lights Cup awarded annually to the season April 20 Long Beach champion. The Firestone brand also April 27 Kansas maintains its status as Official Tire of the 2008 Firestone Indy Lights Schedule May 25 92nd 500 Firestone Indy Lights series, as well as the June 1 Milwaukee *Dates/events subject to change IndyCar Series and the Mile June 7 Texas March 29 Homestead June 22 April 5 & 6 St. Petersburg Race. In addition, the Firestone Indy Lights June 28 Richmond April 27 Kansas event at the Indianapolis Motor Speedway July 6 Watkins Glen May 23 Indianapolis (oval) on May 23 was renamed the Firestone July 12 Nashville June 1 Milwaukee . July 20 Mid-Ohio June 21 Iowa Speedway “BFNT has been one of the most July 26 Edmonton July 5 Watkins Glen consistent and loyal suppliers to open-wheel Aug. 9 Kentucky (doubleheader) racing; its involvement dates back to even Aug. 24 Infineon July 12 Nashville before the very first Indianapolis 500 in Aug. 31 Belle Isle July 19 & 20 Mid-Ohio 1911,” said Tony George, IndyCar Series Sept. 7 Chicagoland Aug. 9 Kentucky founder and CEO. “I am pleased BFNT so Oct. 26 Australia Aug. 23 & 24 Infineon strongly supports bringing back the Sept. 7 Chicagoland Firestone Indy Lights brand.” June2008 inRoads 7

Look at what others are History Channel “Modern Marvels: What a In the saying about Bridgestone World’s Strongest III” — Standing 13 feet Consumer Concept! News Firestone North American Tire, tall and weighing in at tonnage equal to a Bridgestone LLC (BFNT) and its products! school bus, the Firestone 70/70-57 Super Firestone designs Dueler™ ABC News “20/20” — Mark Cox of the Rock Grip Deep Tread tire is featured by the Bridgestone Winter Driving School addresses History Channel during its “World’s Strongest concept tire for HUMMER common myths about driving in severe III” episode. As described by the program’s HX concept vehicle weather as part of a 20/20 segment. Cox narrator, “At the Bridgestone Firestone Off When General Motors (GM) tackles the issue of steering into a skid and Road Tire plant in Bloomington-Normal, Ill., unveiled its HUMMER HX concept warming up a car prior to driving. the world’s strongest tire is born amidst an sport utility truck at the 2008 (April 18, 2008) ocean of rubber.” North American International CBS “Without A Trace” — Just in case (March 2008) Auto Show (NAIAS), it was you missed it, Bridgestone-brand tires were Toronto Star — Shawn Keenan attended wearing 35-inch tall Bridgestone- a part of a case lead on “Without A Trace.” the Bridgestone Firestone “Drive & Learn” brand Dueler concept tires “What about the results from the lab on the event in Phoenix. The Potenza G019 earned engineered specifically for the tire tracks we found next to her car?” “The the following review from Keenan: “…the one-of-a-kind HUMMER. tires are Bridgestone Turanza 225s. They’re new G019 Grid with UNI-T technology has common on Infinitis and Lexuses.” been rewired for better handling, cornering (December 2007) and all-season traction in wet, dry or snowy Detroit News — A reporter reviewing conditions.” Nissan’s new GT-R lauded the role its (April 2008) Bridgestone Potenzas play in the supercar’s Washington Post — In a news brief super performance. “The combination of the readers were informed about the GT-R’s sophisticated all-wheel-drive system Bridgestone Americas Safety Scholars and the ultra-sticky Bridgestone Potenza nationwide student video competition. “In tires give the Nissan more grip than virtually addition to three college scholarships, The Bridgestone-brand Dueler concept tire any other sports car I have experienced. creators of the top 10 entries will receive a features a deep-skid directional tread That wealth of traction is the magic set of Bridgestone tires. Their videos will pattern with large, stiff lugs for excellent ingredient that turns this $70,000 Nissan appear on the contest Web site and on traction on a variety of surfaces. The lugs stretch halfway down the sidewall and into a veritable giant killer.” several video-sharing Web sites.” offer extra grip in deep sand, snow and (April 2008) (February 2008) mud, and protect the tire from punctures during off-road activities, such as rock crawling. Top Shop Awards Web Site Launched Dealer There aren’t Oscars for tire look at the advertising “Working with the best and dealers, but Tire Review and marketing the 2007 brightest minds at HUMMER to magazine is now honoring the best winner did to celebrate bring this tire to fruition was a independent tire dealers in the U.S. and Canada and promote its win. rewarding experience,” said with its “best of the best” Top Shop Awards. The 2008 contest is Michael Martini, President, Building on the success of its first Top now officially open, and Consumer OE Tire Sales, Shop Awards program last year, Tire Review entries will be accepted Bridgestone Firestone North launched a new Web site dedicated to all until July 11. American Tire, LLC (BFNT). “The aspects of the prestigious North American Dealers can nominate their own HX concept was a real show- tire dealer awards program. businesses, or others can nominate tire stopper and is an exceptional The site — www.tirereviewtopshopaward.com dealer businesses. The Grand Prize Winner representative of the Dueler- — features complete entry information, key will receive a Coats APX90 tire changer, brand family of light truck tires.” contest dates, prize information, helpful $1,500 in cash, airfare and hotel for two GM chose to work with BFNT entry tips, a compilation of timely small (two nights/three days) to the 2008 SEMA on the HUMMER HX project due business-oriented features, and detailed Show, a feature story in the October issue of to successful past conceptual profiles of 2007 finalists and semi-finalists, Tire Review, and a Top Shop trophy to program collaborations. BFNT is including several Bridgestone Firestone North display in its dealership. Three Finalists will also a primary original American Tire, LLC dealers. each receive a Coats 1250-3DV tire/wheel equipment supplier to GM with In addition, the site features a gallery of balancer (featuring on-board training), $500 Bridgestone- and Firestone-brand images, print ads and TV/radio commercials in cash, a feature story in the October issue tire fitments on many current from 2007 finalists and semi-finalists, and a and a finalist trophy. production vehicles. 8 inRoads June2008

Bridgestone and Firestone Brands Rack Up In its last two issues, inRoads reported that Consumer More Professional Sports Sponsorships the Bridgestone brand became the Official Bridgestone Brand on Tire of the National Football League (NFL) and the sponsor of the 2008 and 2009 Super Bridgestone Brand on the Ice the Green Bowl Halftime Shows. Bridgestone Firestone Brand named “The Official Tire of the NHL” Brand named “Official Tire of North American Tire, LLC’s (BFNT) brands’ big the GOLF CHANNEL” hits in professional sports aren’t stopping at The National Hockey League (NHL) and the gridiron! the National Hockey League Players’ Adding to the long list of Association (NHLPA) recently announced a current Bridgestone-brand sports new global multi-year partnership with BFNT affiliations, BFNT and the GOLF CHANNEL “Baseball has a rich tradition and Bridgestone Firestone Canada Inc. have entered into an exclusive partnership as our national pastime. Opening (BFCA) in which the Bridgestone brand will that designates the Bridgestone brand as the day and opening week are some serve as the “Official Tire of the NHL, NHLPA “Official Tire of the GOLF CHANNEL.” Under of the most exciting times for and the Hockey Hall of Fame.” the agreement, BFNT and the Bridgestone baseball fans,” said John Baratta, brand will have network President, North American exclusivity and served as the Consumer Replacement Tire presenting sponsor of “Live from group. “Firestone is an iconic the Masters” in conjunction with American brand, so I’m thrilled Bridgestone Golf, Inc. that the Firestone brand was The new partnership further there when millions of fans enhances the Bridgestone tuned in to hear the umpire brand’s presence in the world shout ‘play ball’ at the start of of golf, as the brand is also the the major league season,” Official Tire of the PGA TOUR Baratta continued. and the host of the World Golf During opening day and Championships–Bridgestone opening week festivities, the Invitational played at the Firestone brand was a presenting Firestone Country Club in sponsor of the 25 MLB teams From left, Phil Pacsi, Vice President, Consumer Tire Marketing, BFNT; John Akron, Ohio. The agreement featured on FOX Sports Network. Barrata, President, Consumer Replacement Tire, BFNT; and Gary Bettman, also includes hundreds of During the spring, the brand will Commissioner, NHL; in Toronto to announce the Bridgestone brand as the Official Tire of the NHL, NHLPA and the Hockey Hall of Fame. Official Tire billboards with the be featured in more than 2,200 key message to “Get the Most 30-second advertisements during “This is a terrific opportunity to position Out of Your Game” during the PGA TOUR, MLB programming. Further, the the Bridgestone brand with a premiere Champions Tour, Nationwide Tour and Live Firestone brand will have print ad sports league with a large and very loyal fan from the Masters tournaments. inserts in the programs of the four base,” said Phil Pasci, Vice President, “Establishing the Bridgestone brand as premier MLB events during the Consumer Tire Marketing, BFNT. “By the Official Tire of the GOLF CHANNEL was a season: the MLB All-Star Game, partnering with the NHL, the NHLPA and the win-win decision,” said Gene Pizzolato, the National League Hockey Hall of Fame, we see enormous Executive Vice President of Sales, Marketing Championship Series (NLCS), the potential to connect hockey fans across the and Business Development for the GOLF American League Championship world with our message: for drivers who CHANNEL. “The Bridgestone passion for Series (ALCS) and the World want to get the most out of their cars, it’s excellence is right in line with our passion Series. The brand will also be Bridgestone or nothing.” for the game of golf and motivation to regularly featured in billboards As part of the agreement, the NHL will customize platforms that will connect our during televised games and grant BFNT and BFCA rights to the League’s partners to their best customers.” highlighted in a custom, premier trademarks and provide numerous animated FOX Box “Leaders” exclusive promotional opportunities Firestone Brand on the Field feature. throughout the NHL season and beyond, Brand advertises during Major League As part of the advertising including: the NHL Draft, NHL Award Show Baseball games campaign throughout the and the 2009 NHL All-Star game. In season, the Firestone brand will addition, the Bridgestone brand will be BFNT announced an advertising also be featured in game day designated as one of four associate sponsors agreement with FOX Sports Network for the programs or yearbooks — and in of the international NHL Premiere series. Firestone brand on the network’s Major many cases both — of all 29 League Baseball (MLB) coverage. continental U.S. MLB teams. June2008 inRoads 9

Bridgestone Firestone Scores Big at Super Bowl Consumer What do Alice Cooper, The creative team needed 6,000 crew Richard Simmons and an hours, 28 animals and two iconic celebrities albino snake have in common? (Hint: to create the two humorous, compelling They’re not in the latest reality show out of commercials that showcased the Hollywood.) They appeared performance of Bridgestone tires and together in one of two reinforced its key message: “for drivers who Bridgestone tire commercials want to get the most out of their cars, it’s from Bridgestone Firestone Bridgestone or nothing.” The North American Tire, LLC overwhelmingly positive response to the ads (BFNT) that debuted during prove they hit their mark. Super Bowl XLII. “The Super Bowl is America’s favorite For the first time ever, BFNT sporting event with a huge television advertised during the big audience, so it was an incredible game. And while the New York opportunity to raise awareness for the Giants’ victory over the New Bridgestone brand,” said Phil Pacsi, Vice A squirrel exercises his lungs and counts England Patriots was one of the biggest President, Consumer Tire Marketing, BFNT. his blessings that a car passing by is upsets in Super Bowl history, the “These commercials used humor and riding on the world-class technology of Bridgestone brand’s two 30-second surprise in a very effective way to both Bridgestone tires. commercials were some of the biggest hits entertain and to showcase the performance of the night, according to of Bridgestone tires.” external measurements. In addition to debuting its two new More than 140 million commercials, BFNT was also the title viewers, including two-thirds of sponsor of Super Bowl XLII’s “Bridgestone all U.S. households with TVs, Super Bowl Halftime Show,” starring Tom witnessed 20 woodland friends, Petty and the Heartbreakers. In 2009, a fitness icon, a rock legend Tampa, Fla., will host Super Bowl XLIII and and his slithery companion that game’s “Bridgestone Super Bowl experience the world-class Halftime Show.” technology and precision of Bridgestone tires. Third-party research indicates the Ads a Touchdown Rock legend Alice Cooper and his slithery Bridgestone-brand commercials were among with Super Bowl Viewers companion confront a speeding car the top ads of the Super Bowl in terms of: equipped with the precision technology of The Bridgestone-brand “Scream” Bridgestone-brand tires. • amount of coverage in traditional (TV, commercial with the woodland radio, newspapers, etc.) and social creatures was a particularly big hit in media (blogs, networking sites, etc.); online rankings of the Super Bowl ads. • favorability of coverage in traditional Among its successes: and social media; • No. 1 spot from first-time advertiser • likeability among viewers (see sidebar); (No. 3 overall), USA Today Admeter and • No. 1 spot on SpotBowl.com • viewer interest in seeing the commercial • No. 2 spot on AOL again. • No. 2 spot on AdBowl.com • No. 4 spot on YouTube PETA Notices, Nominates Bridgestone Ad for Glitterbox Award! • No. 4 spot on CNN.com The Bridgestone-brand commercial in which a driver confidently swerves • No. 5 spot on MSNBC.com around a screaming squirrel caught the eye — and the approval — of PETA Not to be forgotten, the Bridgestone- (People for the Ethical Treatment of Animals). “The ad successfully conveys that brand ad featuring Alice Cooper and animals don’t have to be victims of our affinity for the wide-open road,” wrote Richard Simmons was selected as the Kristie Phelps, Animals in Film, TV and Advertising Specialist, PETA, in a letter best ad by Entertainment Weekly (Feb. notifying Bridgestone Americas that PETA nominated it for a Glitterbox Award. 15 issue). Every year, PETA gives Glitterbox Awards to businesses whose advertisements depict animals in a positive manner. The winner will be announced in the fall. 10 inRoads June2008

Firestone in Liberia: Continuing to Rebuild and Reinvest Feature Firestone Natural Rubber for business.” Company (FSNR) is excited to The most important aspect of the announce two recent major developments investment agreement is that it benefits all in its 82-year partnership with the West parties. It serves the interests of the African nation of Liberia. government, the Liberian people, FSNR, its Teams representing FSNR and the employees and their families. The agreement Government of Liberia recently signed an allows FSNR to continue providing nearly amended investment agreement. The 7,000 jobs while also adding at least 500 new agreement provides the right framework for jobs for the new rubber wood operation. the continuing partnership between Liberia Moreover, the agreement permits an and FSNR as they work to revitalize the increase in the income tax rate payable by natural rubber industry and help rebuild the FSNR from 25 percent to 30 percent, Firestone Liberia donates medical country after a devastating 14-year civil war. establishes new transfer pricing provisions for supplies to Grand Cape Mount County Following the investment agreement dry rubber and latex based on international through the Liberia Surgical Outreach Program. signing, FSNR announced the opening of a indices, and makes a number of other changes rubber wood processing operation, an that allow the government to exercise more ecologically friendly and economically flexibility in applying its revenue laws. beneficial process to utilize rubber trees at With these additions, FSNR will not only Bandag BBTS the end of their life cycle. This operation will continue to be among the country’s largest Brand Goes involve FSNR investing additional resources taxpayers to Liberia, but it will also provide for Gold into Liberia. FSNR with the confidence to continue Over the past 50 years, the Liberian President Ellen Johnson Sirleaf significant investments in Liberia. Please visit Bandag brand (now part of called the investment agreement “a model www.FirestoneNaturalRubber.com to keep Bridgestone Bandag Tire agreement” and one that signifies Liberia, apprised of the progress Firestone Liberia and Solutions) revolutionized the tire which struggles with an unemployment rate its employees are making in Liberia. industry with its innovative tire of greater than 80 percent, is again “open retreading business. Now it is Bridgestone Group and Bandag Reconfigure celebrating its golden BBTS Operations, Form New Business Unit anniversary. The merger of Bandag and customer service; one business unit Bridgestone Americas last June began the responsible for truck and retread tire product process of building an industry-leading new and service offerings; and a single, unified and retread truck and bus tire business based voice in the marketplace. on the strengths of the two organizations. BBTS recognizes the value dealers attach to Their true potential, however, can best be its brands, and it will continue to go to realized by fully integrating Bandag into the market and service its customers with strong global family of Bridgestone companies. To brands. This single new and retread truck and Saul Solomon, Bridgestone Bandag Tire that end, on March 31 Bridgestone Firestone bus tire business will provide programs, Solutions President, presents a $15,000 North American Tire, LLC (BFNT) and services, information and products that will donation to Captain Quentin Boyle of the Bridgestone Bandag, LLC (Bandag) created a help fleets reduce their operating costs and Muscatine, Iowa, Salvation Army. single new truck and retread tire business unit provide dealers with the opportunity to – Bridgestone Bandag Tire Solutions (BBTS). enhance their businesses. In addition, Bridgestone Americas’ GCR Tire In the course of this reconfiguration, BBTS Centers and White Tire stores will be united has streamlined its sales force and with Bandag’s TDS stores, allowing all consolidated some functions. Singh Ahluwalia locations to take full advantage of the has assumed the role of President of the sales commercial service and sales expertise and marketing group reporting to Saul inherent in these groups, which will benefit Solomon, who is now the President of BBTS. The Traveling Banburys, Bandag’s all- customers throughout the commercial The new division exists to support dealers in teammate rock band that includes distribution network. The combined store their efforts to serve the needs of end-user Bridgestone Bandag Tire Solutions President Saul Solomon (left), plays five operations will be a part of Bridgestone customers all over North America. Company parody songs extolling the virtues of Bandag Tire Solutions. sales representatives have begun contacting Bandag products and equipment during To the companies’ valued dealers, this new their dealers with additional details about the 50th anniversary celebration. structure means three things: higher levels of Bridgestone Bandag Tire Solutions. June2008 inRoads 11

2008 Drive One Aggressive Drive Radial Now Available in the Education & Learn and BBTS US, Another Makes its Debut Driver’s Edge Schedules Bridgestone M775 Bridgestone L315 Bridgestone Another Schedules for the 2008 series of Firestone North aggressive- Drive & Learn Classroom Behind American Tire, LLC traction the Wheel and Driver’s Edge (BFNT) is now on/off- events are now available. Please offering fleets in highway note, all dates and events are the U.S. the wide base subject to change. Bridgestone M775 radial is on/off-highway making its Drive & Learn drive radial, debut from *Tentative popular with BFNT. The May 8-9 Los Angeles logging and oil new field service fleets in Bridgestone May 15-16 Phoenix Canada. Ideal in L315 is May 29-30 NY/NJ severe-service engineered for June 19-20 Washington, DC applications, this long mileage, June 26-27 Boston aggressive drive tire superior traction and July 10-11 Chicago delivers superior traction and exceptional outstanding flotation. It is designed for axles July 31-Aug. 1* Denver mileage while being usable at highway carrying extra-heavy loads, such as front- Aug. 7-8 Kansas City speeds up to 65 mph. discharge cement mixers with front-wheel or Aug. 21-22* Nashville The ultra-durable on/off-highway M775 all-wheel drive. This wide base tire is also Sept. 11-12 Minneapolis incorporates four steel belts and an all-steel ideal in job situations where superior Sept. 25-26 San Francisco casing so it can be retreaded for any axle traction is required, such as on dump trucks, October TBD* Charlotte position. Split belt construction helps the specialty oil-field equipment and other October TBD* Orlando casing resist cuts and punctures, which on/off-highway construction vehicles. reduces belt damage for longer tire life and The wide base design distributes footprint Driver’s Edge enhanced retreadability. The specially pressure for outstanding flotation while also designed aggressive block tread and open allowing higher payload. In fact, the L315 *Tentative shoulder design digs into soft surfaces, such has an “L” load rating, which allows it to May 10-11 Los Angeles as mud and snow, for superior traction. carry 12,300 pounds at 120 psi. May 17-18 Phoenix Thirsty angled block sipes enhance wet The L315 has a 30/32 tread depth for June 21-22 Washington, DC traction by breaking up pocketed water for long original tread life and tough tread June 28-29 Boston a solid grip on wet surfaces. compounds that resist cuts, chips, tearing July 12-13 Chicago With a tread over one full inch deep, the and irregular wear. The enhanced Aug. 2-3* Denver M775 offers more than exceptional tire life. compound also fights heat build-up so this Aug. 9-10 Kansas City Tough tread compounds combat lug base on/off-highway tire can be used at sustained Aug. 23-24* Nashville cracking, a common problem with other speeds to 65 mph. The heavy-duty casing Sept. 13-14 Minneapolis ultra-deep drive radials. To enhance casing construction combats bruises and resists Sept. 27-28 San Francisco life, M775 uses stone rejector platforms and belt penetration for superior retreadability. October TBD* Charlotte computer-designed groove shapes to help And for more low-cost miles, L315’s casing October TBD* Orlando prevent trapped stones from pushing into is engineered to be retreaded for any axle the tread grooves and piercing the belt position, with four full steel belts and an all- layer, which can damage belts and expose steel casing ply. them to rust. The L315 wide base tire is available in the The M775 is available in three sizes: 445/65R22.5 size in “L” load range. 11R22.5, 12R22.5 and 11R24.5 in “H” load ranges for a total load capacity of more than For more information on either of these 24,000 pounds per axle in dual fitments. new on/off-highway tires, ask your Bridgestone representative or visit www.BridgestoneTrucktires.com. 12 inRoads June2008

New Toyota Land tires in size P285/60R18 114V. The all-season tire is ideal for adventuring off-road, yet it is OE Cruiser Travels on quiet and comfortable on-highway. This Bridgestone-BBrand makes for a performance combination Tires particularly suited to Toyota’s upscale, go- anywhere SUV. In some parts of the world, says Toyota, the Land Cruiser is an essential tool for off- Bridgestone-BBrand Tires on roading. The right tire, of course, is necessary the Premiere Pontiac G8 to tackle the toughest terrain, and that is why Bridgestone-brand Potenza™ ultra Bridgestone-brand Dueler™ tires are original high performance tires are original equipment on the equipment on the all-new 2008 Pontiac latest installment G8 performance sedan. Bridgestone of Toyota’s Potenza RE050A tires in size legendary sport 245/45R18 96V are optional on the utility vehicle base model 2008 Pontiac G8 Sedan (SUV). The and standard on the sportier G8 GT newly-styled, Sedan. An optional 245/40R19 94W more-powerful, Bridgestone Potenza RE050A tire is seventh- also available for the G8 GT. The generation 2008 Bridgestone Potenza RE050A is original Toyota Land equipment on many high performance Cruiser is available vehicles and comes loaded with race- with Bridgestone inspired technology. Dueler H/T D684 II

Bridgestone Firestone 535 Marriott Drive Nashville, TN 37214

June 2008

inRoads is a publication produced by Bridgestone Americas Holding, Inc., for its North American Consumer, Truck & Bus, OTR and Agricultural Tire Groups to benefit its customers.

We welcome and encourage comments about inRoads or Bridgestone Firestone and the industry in general. Comments, questions and story ideas should be sent to: inRoads Editorial Team Community and Corporate Relations Bridgestone Americas Holding, Inc. 535 Marriott Dr. Nashville, TN 37214 [email protected] (202) 354-8271

© 2008 Bridgestone Americas Holding, Inc.