fall06 inroads 10-26-06 - bfentirenet.com

inRoadsBridgestone Firestone North American Tire, LLC Fall 2006

page ............................5, 8

Consumer page ................................5

Enthusiast page ................................4

Drive &Learn

page ................................4

Canada page ................................3

OE page ........................2, 6, 7

ExecutiveEdge

page ................................2

Motorsport

Different Tires for Different BuyersFrom raised flames onsidewalls for young enthusiasts

to highway tires for daily commuters, differentpeople want different tires. A tire dealer’smission is to find the right tire that best fitsthe specific wants and needs of each uniquecustomer. When it comes to light truck tires,there are a lot of choices. The trick isdetermining what kind of driving habits thecustomer has and then matching the right tireto the right customer.

Here's a useful guide:The Commuter

Highway tires provide traction on wet anddry surfaces. Typically the tread block elementsare aligned in a rib pattern with wide groovesto help resist hydroplaning. If a customer isone of the more than 90 percent who nevertakes his or her SUV or pickup off-road, thesetires provide long mileage, a comfortable rideand excellent handling. Highway tires aremade for everyday use, commuting to workand for family vacations. Suggestions in thiscategory include the Bridgestone Dueler H/LAlenza or the Firestone Destination LE.The Casual Adventurer

A tire marked "A/T" is designed for all-terrain use but also performs well on thehighway. Generally, an all-terrain tread hasmany independent blocks separated by largegrooves for off-road traction. Varied sizes andshapes of tread blocks minimize highwaynoise. If the driver travels off-road onlyoccasionally, for instance on weekendcamping trips, the A/T is the right tire. TheBridgestone Dueler AT Revo or FirestoneDestination A/T are good applications for thecasual adventurer.The Adventure Seeker

An A/T tire might offer options that an off-road enthusiast would enjoy, but it is not asaggressive as the M/T tire. A tire designatedwith an "M/T" is used for "Max-Traction." Thesedutiful soldiers easily handle muddy and rockysurfaces frequented by the serious adventurer.

Rugged tread elements with large tread voidsoffer excellent traction to handle the mostsevere driving conditions. Whether chargingup a sand dune, climbing over rocks orheading down the trail, adventurous driversshould look for the M/T tire. The FirestoneDestination M/T is a great selection for thoseseeking adventure.The Snow Trekker

Although highway and all-terrain designsare dependable for many road situations, insnowy conditions drivers should look for tiresdisplaying the letters “M+S.” These symbolsrepresent the industry's standard for tiresdesigned to handle winter weather. Today'swinter tires, such as the Bridgestone Blizzak™,are engineered to handle harsh winter drivingconditions, specifically snow and ice. Thesetires have deeper treads and softer treadcompounds to better grip the colder surfaces. The Tuner Enthusiast

And don't forget tires for the enthusiast,where extra details count. Created specificallyfor the off-road and all-terrain driver, theFuzion™ XTi offers dual sidewall designoptions giving enthusiasts the ability to reflecttheir personal style by simply flipping sides ofthe tire to expose an alternative image.

Dealers who have the right products andprovide superior service will build strongcustomer loyalty. Success in the tire business isall about relationships. Learning more aboutcustomers’ driving habits will better equipdealers to sell the tire that best meets theirunique wants and needs.

Feature

page ......................6, 7, 12Dealer

page ................................8Toolbox

page ................................9Dealer

Spotlight

page ..............................10Where’sMario

An attractive tire display can enhance the customerexperience.

fall06 inroads 10-26-06.qxp 11/1/2006 3:01 PM

2 inRoads Fall2006

Greetings:The tire

business continues to facesome tough challenges.Global competition is fierce,escalating costs of rawmaterials and energy

demands continue, and the high cost of fuelremains an issue. This often causesconsumers to put additional money in theirgas tanks and perhaps delay tire purchases.

But with every challenge there is alsoopportunity.

In this edition of inRoads you will findsome good information about ways you canbuild stronger relationships with yourcustomers by helping them understand howimportant it is to match the right tire withthe right vehicle. By getting to know yourcustomers, and with some insight into theirhabits and driving preferences, you can helpthem achieve optimum vehicle performance.

Using your expertise to educatecustomers about tires will also help buildcustomer loyalty and strengthen yourdealership over the long haul. That'sextremely important to us. At BridgestoneAmericas we believe in treating customersas partners and doing everything we can toensure a mutually successful relationship.

As we head toward the holidays andprepare for winter, I encourage you to givethe gift of education to your consumers and

to your community. Most consumers simplydon't think to check their tires on a monthlybasis. Monthly air pressure checks, tirerotations and tire balancing are keys toenhanced vehicle handling, safety and fueleconomy. We urge you to join us incontinuing this education.

On another note, I am sure many of yousaw Tiger Woods continue his winningstreak at the recent Bridgestone Invitationalheld at the Firestone Country Club. Thisevent provided extraordinary exposure forour brands. More than 23 percent of thetelevision homes in the United States saw atleast some portion of the tournamentcoverage. We hope that the premiumexposure of our brands at such events willhopefully help build your business bypulling in more customers looking forBridgestone and Firestone branded tires.

It was great seeing all of you at ourannual fall meeting in Las Vegas. Since thisis the final edition of inRoads for 2006, Iwant to personally wish you and yourfamilies a very wonderful and peacefulholiday season.

Thank you for your continued business,dedication and "passion for excellence" in allyou do.

Best regards,

Mark A. Emkes

A Note from Mark EmkesExecutive

Edge

A Perfect Match: German Auto EngineeringMeets Japanese Tire TechnologyFor 120 years, Mercedes-

Benz has been an icon in luxurycraftsmanship. And for 75 years Bridgestonetires have represented the finest in tireengineering. Now, Mercedes-Benz driverscan fully experience luxury driving with thequiet and comfortable Bridgestone-brand

Turanza™ ER30 tires installed onM-Class and R-Class sedans.

Bridgestone recentlyannounced it is supplyingBridgestone-brand tires for factoryinstallation on the followingMercedes-Benz models:

OE

Model Tire Pattern Tire Size Model MarketsMercedes-Benz M-Class Turanza ER30 255/50R19 103W Japan, Americas,

EuropeMercedes-Benz R-Class

With enhanced driving comfort fromsedans to SUVs, the Turanza ER30provides the quiet and comfortabledriving experience expected from apremium touring tire.

Be a leader in your community.Consider joining the "Toys for Tots"holiday campaign to share yourblessings with those less fortunate.


3Fall2006 inRoads

Truck Driving Has Never Looked So GoodTwo newly decoratedFirestone trucks got a

chance to show offtheir dashing looksthis summer. And atleast one individualgot an up-close-and-personal connectionwith the big rigs.

Steve Mitchell,Managing Editor forHeavy Duty Trucking,hitched a ride fromSan Francisco, Calif.,to Davenport, Iowa,inside the Firestonetrucks as part of the

convoy celebrating the 50th anniversary ofthe interstate highway system. TheBridgestone Firestone North American Tire,LLC (BFNT) truck drivers, Tim Young andAndy Peru, were happy to show Mitchellthe ways of the road on the 10-day trek.Mitchell was more than pleased with hisexperience.

"Through it all, both of these guys kept afriendly, constrained, even-tempereddemeanor," Mitchell commented. "Theywere truly appreciated by all 30 or soconvoy participants. Tim chased down tires

and parts for some of the motor homeowners in the convoy and was always inconsultation with the convoy organizers.[It] made me proud just to be sitting intheir trucks."

Mitchell also praised the lavish Firestonetrucks that were part of the convoy."Speaking of trucks, the decked-outFirestone rigs were the audience favorite inthe convoy, and Tim and Andy patientlystood in front of them for hours whilevisitors to the various stops snappedpictures of them or the trucks," saidMitchell.

This summer's convoy recreated inreverse the historic 1919 TranscontinentalMotor Train lead by then Lt. Col. Dwight D.Eisenhower and supported by HarveyFirestone. The original convoy included twoFirestone trucks clad with HarveyFirestone's new invention: pneumatic tires.The 2006 convoy also included twoFirestone trucks resplendent with graphicshighlighting Firestone's contribution tofulfilling Eisenhower's dream of aninterstate highway system.

BFNT is proud to have been part of bothconvoys and happy Mitchell had such apositive experience.

News

At the Interstate 50th Anniversary convoykick-off event (l-r), Andy Peru, BFNTtruck driver; Don Darden, Manager ofMarketing Communications andAdvertising for BFNT; Ron Tartt, GeneralManager of Private Fleet for BFNT;Merrill Eisenhower Atwater, great-grandson of President DwightEisenhower; Andrew Firestone, great-grandson of Harvey Firestone; TimYoung, BFNT truck driver; and DanMacDonald, Director of Media Relationsfor Bridgestone Americas, stand in frontof the decorated Firestone truck beforethe convoy hit the road for the cross-country trip.

Tools for Success with TireStarz CanadaEvery dealer works hard toearn a successful business,

and TireStarz provides dealers with thetools to get there. From top-of-the-lineproducts to educational classes, the

CanadianTireStarz program and itsfeatures and benefits add valueand provide resources to dealerswho choose to use them.

Dealers receive manyadvantages through participationin the TireStarz program,including: access to the

Bridgestone, Firestone, Dayton™ andFuzion™ product lines, retail educationworkshops, private label credit cards,customer discount cards, turn-key flyers, an

auto parts program in conjunction withNAPA and ACDelco, a customer databasemarketing system, exterior and interioridentification signage, and many other"grassroots" marketing tools.

"The marketing and education toolsoffered by TireStarz are the best in theindustry," states Eric Latino of RedlineAutomotive in Scarborough, Ontario.

BFNT is aggressively expanding TireStarzin all markets throughout Canada, with ateam of TireStarz representatives thatcovers the area coast-to-coast. If interestedin becoming a TireStarz dealer, call LouMonico, manager of TireStarz Canada, at(800) 267-1318, extension 5258, or by e-mail at [email protected].

Canada


4 inRoads Fall2006

Bridgestone Tires Put Through the Paces atColumbus Area Drive & LearnRetail sales teammates got the

chance to put the pedal to the metal and testBridgestone-brand tires as the 2006“Classroom Behind the Wheel” Drive & Learnevent rolled into Columbus, Ohio, thissummer. In addition to offering severalinformative sessions featuring topics such asproduct benefits and technologies, OEfitments, promotional activities, proper tiremaintenance, and Bridgestone Firestone NorthAmerican Tire, LLC’s motorsports involvement,the event really started to heat up whenparticipants were able to get behind thewheel to check out the tires themselves.

At Germain Ampitheatre, attendeesevaluated the Bridgestone Turanza™ EL400 indriving exercises against the GoodyearAssurance ComforTred on the new PontiacG6. The second exercise, using 2006 BMW325i sedans, pitted the new BridgestonePotenza™ RE960AS Pole Position against theMichelin® Pilot® Sport A/S. The final eventwas a LeMans competition with drivers in aBMW equipped with the new BridgestonePotenza RE050A Pole Position tires. As usual,with participants divided into teams, thecompetition was quite intense with bragging

rights at stake following the timed laps.After each exercise, drivers completed a

survey rating each tire on a scale of 1-6 inthe categories of accelerating, braking,cornering and overall performance. Check outthe results in the charts above.

Drive &Learn

Results from the tire rating survey andquotes from participants at the BFNTDrive & Learn event in Columbus inAugust.

How to Exceed 1gForget a one-time ticket tothe amusement park. If

customers want thrills, show them a set ofBridgestone Potenza™ RE-01R™ tires. In arecent Tire Rack test evaluating extremeperformance summer tires, the Potenza RE-01R was the overall top pick, and for the firsttime in Tire Rack test history, allowed a TireRack test driver to exceed 1g!

According to the Tire Rack, "the PotenzaRE-01R extreme performance summer tirenot only delivered the best ride of the fourtires tested, but it delivered surprisingcivilized ride characteristics that could haveeasily been mistaken for those of a tiredelivering far less performance."

Test drivers ran each set of tires in wetand dry conditions on a 1/3-mile per lap testtrack with 90 degree corners, lane changesand simulated highway ramps. The teamtested for traction, responsiveness, handlingand drivability normally only encounteredduring abrupt emergency avoidancemaneuvers or competition events.

It should be no surprise that driftingcompetitors and enthusiasts share a love forthe RE-01R with its wide center rib, coolingand racing slits, wide straight groove andsemi-shoulder block. The Potenza RE-01R isthe featured tire for the Bridgestone brand'sown contingency drifting team with FormulaDrift.

"When I'm out on the course I can counton the Potenza RE-01R to follow my lead,"said Bridgestone-sponsored Rhys Millen ofRed Bull/Pontiac/RMR, 2005 Formula DriftChampion. "The responsiveness andhandling is unbelievable!"

The Bridgestone Potenza RE-01R offersenthusiasts the best of both worlds—thesame outstanding performance required onthe track with a quiet and comfortable ridethat is rare in a high performance tire. Evenin wet conditions, control is not sacrificedwith the RE-01R.

Available in 13 sizes up to 19 inches, thePotenza RE-01R features UNI-T® technologyand boasts V and W speed ratings.

Enthusiast

The Bridgestone Potenza RE-01R goesto the extreme in advanced dry gripand handling to cater to the serioussports car driver.


5Fall2006 inRoads

Make a Mark at TheFuzionZone.comThe latest Fuzion™ XTi tire,fitted on the 2006 Jeep®

"Con-Fuzion" Rubicon, has been turningheads at tuner events nationwide ever sinceits unveiling at the 2006 Chicago Auto

Show. Now, let customersknow they can buy or win aset for their own ride.

Curious fans can checkout the Fuzion XTi and theJeep "Con-Fuzion" on thenewly re-designed Fuzion

tire Web site,

www.TheFuzionZone.com. The updated sitefeatures product and size information on thenew Fuzion XTi tires as well as Fuzion ZRiand HRi tires, a store locator, updatedFuzion event information, downloadablelogos, warranty information, and past andpresent project vehicle photos.

TheFuzionZone.com also includes newsponsorship information and details on theFuzion Free Tire Monthly Giveawaysweepstakes. The sweepstakes will awardone set of four Fuzion tires with a limit ofone prize per person or e-mail address percalendar year. The monthly contest extendsfrom July through November 2006. See theWeb site for more details. Visitors to the sitecan also apply for a Fuzion sponsorship,offered to select vehicle owners willing toutilize and display Fuzion products.

Consumer

The updated Fuzion tire Website, www.TheFuzionZone.com,highlights the Fuzion XTi, withits tribal art and flamesidewalls alternating on eachside, as well as the Fuzion ZRiand HRi tires. Check out thesite's Fuzion Free Tire MonthlyGiveaway sweepstakes.

Seven and Counting, Carmichael Continues to BringHome TrophiesRicky Carmichael is

considered by many to be the greatestmotocross (MX) racer of all time. In 2002

and 2004 he won every MX race heentered, setting records and wowingthe crowds. His 2006 MX season hasbeen no less amazing as he actuallylapped the field of competitors duringthe second race of the season inMillville, Minn., giving his fanssomething to talk about for years tocome.

At the 28th Annual AMA/Suzuki ProMotocross Nationals at the BroomeTioga Sports Center in Binghampton,N.Y., Carmichael, who rides onBridgestone tires, drove his fans into afrenzy as they anticipated thepossibility of yet another MX title. AsCarmichael quickly pulled ahead, hecrashed on the second lap,relinquishing the lead to James

Stewart. Carmichael then spent his nextseven laps reeling in the dust of his rival.

Eventually, Carmichael got aroundStewart and reclaimed his lead, giving himhis seventh straight win of the AMA/SuzukiPro Motocross Nationals at the Upstate NewYork circuit. He was also crowned the 2006AMA Toyota Motocross Champion for theseventh year in a row.

Motorsport

Carmichael leaps into first place at theAMA/Suzuki Pro Motocross Nationals.

Carmichael smiles at yet another victory as he iscrowned the 2006 AMA Toyota MotocrossChampion.


6 inRoads Fall2006

Rolling into 2007, two sportsvehicles will feature some fresh new "shoes"thanks to Bridgestone Firestone NorthAmerican Tire, LLC, which will equip boththe trendy Toyota Yaris and the rugged yetrefined Jeep® Compass. Much as a pair ofcleats provides grip on the baseball fieldand rugged hiking boots get one up amountain, certain tires are the best fit forcertain vehicles.

First released in Europe in 1999, the Yarisquickly became Toyota's best-sellingEuropean model. In 2000, it was awarded"European Car of the Year" by a group of 55automotive journalists from 20 Europeancountries. It was also named "Japan Car ofthe Year" in 2000, making it the first vehicleto receive both awards in the same year.

BFNT is now supplying BridgestonePotenza™ RE92 tires for the "sport themed"Yaris S Sedan and the Yaris Liftback.Replacing the ECHO in Toyota's subcompactsegment, the all-new Yaris is an affordablepassenger car that features contemporaryexterior styling.

"For more than two years, Bridgestone

engineers have worked closely with Toyotato produce a tire that complements therefinement, sophistication and fun-to-driveexperience the Yaris brings to the U.S.subcompact market, while still adhering toToyota's exacting OE standards. The result isthis specifically tuned Bridgestone PotenzaRE92 tire," said Michael Martini, President,Original Equipment Consumer Tire Division,BFNT.

Firestone Affinity™ T4 and FirestoneFirehawk™ GTA03 tires are originalequipment on the new 2007 Jeep CompassSport and Jeep Compass Limited, the Jeepbrand's new entry-level compact sport-utilityvehicle. The Jeep Compass recently arrivedin dealer showrooms. It combines the lookand functionality of an SUV with theperformance, handling and fuel economy ofa car.

The Jeep Compass is available in front- orfour-wheel drive in both a Sport and aLimited model. The Firestone Affinity andFirestone Firehawk are standard andoptional equipment for both wheelconfigurations and models.

From Trendsetters to Adventurers, BFNT EquipsToyota Yaris and Jeep CompassOE

The brand new BridgestoneR250 ED is built to deliver

long tread life and exceptional performancein a variety of demanding pick-up anddelivery (P&D), local and regional high-scrubapplications.

The "ED" stands for "extra-duty" andcould be the right choice for many fleetcustomers who work in oil fields,construction, concrete logging, bulkmaterials or on extreme urban road surfaces.The steer/all-position tire is also well suitedfor mixed service vehicles—trucks thattypically run on highways and city streets,but need to occasionally drive down gravelroads or pull into dirt yards for loading andunloading.

Two major features help make this newtire extra durable. The first is the innovativetread compound that resists cuts and chipsproviding outstanding performance—evenon unimproved road surfaces. The second issidewall protector ribs that improve

retreadability by fighting curbing damage.The abrasion-resistant ribs are on bothsidewalls, so if one side is worn away, thetire can be reversed on its wheel forcontinued protection.

For superior traction, R250 ED uses aclassic straight-rib design that evacuateswater from the footprint. Cross-rib sipespromote a solid grip on wet surfaces. Thegroove walls are built at a special angle tocombat stone retention that can lead tocasing damage and loss of retreadability.And for more low-cost miles, R250 ED'scasing is engineered to be retreaded for anyaxle position, with four full steel belts andan all-steel casing ply.

The new R250 ED is available in twosizes: 11R22.5 and 11R24.5 in "H" loadranges. For more information on this newextra-duty steer/all-position radial, contact aBridgestone representative or visitwww.BridgestoneTruckTires.com.

Bridgestone R250 Toughens Truck LineupDealer

Extra-durable tread compound helpsmake this rugged Bridgestone R250 EDradial tough enough to pull extra-dutyloads in pick-up and delivery fleets.

2007 Toyota Yaris

2007 Jeep Compass


7Fall2006 inRoads

Toyota andTuranzaTeam up toHelp the Environment

The environmentally friendlyToyota Prius is now more fuelefficient with the addition of thelow-rolling resistanceBridgestone Turanza™ EL400-02tires as original equipment onthe 2007 Toyota Prius TouringEdition.

Bridgestone Firestone NorthAmerican, LLC will supply thePrius Touring Edition withBridgestone Turanza EL400-02tires in size P195/55R16 86V.The Bridgestone Turanza EL400-02 is a V-speed rated, all-season,luxury, touring originalequipment tire.

"The Bridgestone TuranzaEL400-02 is a low-rollingresistance tire which enhancesthe hybrid's capabilities whileproviding performance andtouring tire comfort," saidMichael Martini, President,Original Equipment ConsumerTire Division, BFNT.

BFNT is committed to theadvancement of tire technology,and, together with companiessuch as Toyota, to being anindustry innovator, to providingan improved ride, and topromoting a cleanerenvironment.

OE

10 Perfect Holiday Gifts for the Teen Driveror Grown-uup Gear-HHeadWondering what to get the

race fan, young driver or gear-head thisholiday season? Here's a list of 10 uniquegift ideas that will not only put a smile ontheir faces but may just save their lives!Teen Training

Know a teen driver? "Driver's Edge" is ahalf-day hands-on driver training programthat teaches teens to "know yourself, knowyour limits." Teens learn defensive drivingtechniques and a respect for traffic safetyfrom professional race car drivers. The bestpart? It's free! The program is co-sponsoredby corporations including BridgestoneAmericas and Red Bull, who, according toAutoWeek are "intelligent corporate do-gooders who, for more than one reason,value not killing off future customers." Formore information, dates and locations, visit:www.driversedge.org.Dashing Through the Snow

Remember spinning those donuts in thewintry parking lot years ago and worryingabout getting caught? The BridgestoneWinter Driving School is perhaps the mostfun to be had in the snow—and it couldeven save a life! The school teaches the skillsneeded to safely drive in snow, sleet andice. Automotive journalist Robert Kochersaid, "The most I ever learned about vehicledynamics and handling, I learned at theBridgestone Winter Driving School." Locatedin beautiful and snowy Steamboat Springs,Colo., the school offers an education fordrivers of all ages. For more information:www.winterdrive.com.Start Your Engine!

Ever dream of sitting in a race car andputting the pedal to the metal? Make thatdream come true for someone. TheBridgestone Racing Academy offers fans ofopen wheel racing the thrill of a lifetime.Single sessions and three-day courses areavailable. Capture the checkered flag at:www.race2000.com.Air Aware

Proper tire inflation pressure is critical forsafety and for maximizing fuel economy. Agood tire gauge (preferably a digital gauge)is critical to perform monthly tire inflationchecks. Refer to the owner's manual or thedoor jamb to confirm proper tire pressure. Aperfect stocking stuffer!Get a Grip!

A good set of winter tires will cost far lessthan an insurance deductible should anaccident occur. These tires have specialcompounds and tread patterns to improve

traction on snow and ice. Asymbol showing a snowflake on a mountaindepicted on the tire's sidewall indicates atrue winter tire. Indy 500

Tickets to the Indianapolis 500® Mile Raceare sure to rev-up race fans. Dubbed "theworld's greatest spectacle of racing," it isone of motorsports' most thrilling and time-honored traditions. For more than 90 yearsthe race has offered plenty of excitement—from watching the action on the track tochecking out the race fans. Visitwww.indy500.com to learn more.Road Trip!

Plan an adventure to explore areas closeto home, or those less traveled. Wandersome of the drives found atwww.bridgestoneamericas.com (click the"America's Legendary Drives" link). Selectfrom scenic passes, historic routes andpaths, and points of interest from all 50states and Canada. Enjoy the drive!Never Drive Without It

Besides a spare tire, all vehicles shouldcarry a roadside emergency kit. Purchase orcreate a homemade one. Essentials includeroad flares (with matches), a fireextinguisher, a pre-paid cellular phone, aflashlight (with extra batteries), jumpercables, a first aid kit, bottled water,cash/change, a portable tool set, a thermalblanket and a traction aid (kitty litter isexcellent).Get the Drift?

Drifting is a dynamic new motorsport thathas captured the interest of America's youthculture. The Need for Speed™ Formula DriftChampionship Series conducts seventhrilling events each year in major U.S. citiesincluding Irwindale, Calif., Chicago, Atlanta,Seattle and Wall, N.J. Get sideways, andtickets, at www.formulad.com.Car Care U

For more than 30 years, Firestone hasbeen educating consumers on theimportance of vehicle and tire maintenancethrough its free Car Care Academies. Manytire dealers also offer similar workshops.Each academy delivers important messageson safety, as well as car care informationsuch as knowing the important vehiclefluids, checking the oil level and tirepressure, and maintaining other importantvehicle systems. Visitwww.firestonecompleteautocare.com andselect the "get involved" link to enroll orcheck with your local tire retailer!

Dealer

Toyota Prius


8 inRoads Fall2006

A Passport to SuccessTaking advantage of thePassport to Knowledge

workshops is a great idea for all eligibledealers.

Based upon a strong combination ofsuccessful tire and service related retaileducation programs delivered by theexperienced Bridgestone Firestone FamilyDealer Education staff, dealers' sellingassociates will experience a step-by-stepseries of practical workshops designed todeliver results.

The progressive Passport to Knowledge

curriculum canenable businesses tooperate moreprofessionally andeffectively byestablishing positive business practices. Formore information and how to register,contact a Bridgestone Firestone Area SalesManager or Bob Riegel, Manager of RetailEducation, at (800) 792-8807.

Toolbox

Passport to Knowledgebrochure

We’ve all heard the question,“Do you know how fast you

were going?” Susan Robertson, PaulLivingston, Paul Thede and Jason McVicarhave great answers. In fact, they’re in therecord books! The four racers broke landspeed records recently during BonnevilleSpeed Week at the historic Bonneville SaltFlats in Utah. The racers are all members ofthe Falkner Livingston race team. TeamPrincipal Rod Falkner said, "One consistentcomponent on all of Falkner Livingston'smotorcycles is Bridgestone tires. When we'rebuilding motorcycles to run at speeds over200 mph, there is only one tire brand thatwe choose."

Land Speed Records Broken on Bridgestone TiresMotorsport

Susan Robertson (l) and PaulLivingston (r) congratulate eachother on reaching record-breakingspeeds.

SSeettttiinngg NNeeww RReeccoorrddss· Running in the 650cc MPS/BG (Turbo Charged) Class, rider Jason McVicar averaged a

speed of 195.820 over the first mile; in the second mile he averaged 201.216 mph,making McVicar the first rider to be timed over the mile at over 200mph on a 600ccopen-wheel motorcycle.

· Rider Susan Robertson became the first woman to ride an open-wheel motorcycleover 200 mph in the 1350cc Class and also the first woman to set a record over 200mph on a motorcycle on the Bonneville Salt Flats. Her runs set a new record of205.965 mph.

· Rider Paul Livingston broke the existing record of 133.040 mph for the 1650ccProduction Class, setting a new course record of 189.312 mph. Later in the week,rider Paul Thede rode the same motorcycle to break Livingston's record, and set anew record of 191.802 mph.


9Fall2006 inRoads

Les Garrett shares his passion formotorsports with a customer.

The Passionate Les Garrett Goes the Extra MileAt Bridgestone Americas, we havea "Passion for Excellence." LesGarrett, a dealer in NorthwestArkansas, also has a passion forexcellence and performance, anduses this passion as anopportunity to educate customersabout the importance of tires tovehicle performance and safety.

When a new customer entersGarrett Tire & Auto in Fayetteville,Ark., Garrett shows a computerpresentation he developed todemonstrate how racing drives the tirebusiness and how tire technology used onthe race track eventually makes its way intothe tires consumers use every day.

"Tires are not simply round black objects,"said Garrett. "These aresophisticated productswhich perform incrediblywell despite the gruelingconditions they mustendure, such as heat,cold, wet, overloading,under-inflation andcontact with varied on-road and off-roadsurfaces."

Garrett also goesbeyond his dealershowroom to share histire expertise in his homecommunity by teachingtire and vehicle educationclasses at the Jones

Center, an indoor recreation/arts andcommunity center in Fayetteville.

Garrett's business philosophy isadmirable. "Our mission statement is verysimple," said Garrett, a member ofBridgestone Firestone's TireStarz program."First and foremost, you will be a person ofintegrity. Second, you fix it right the firsttime. Third, you make a profit."

Garrett also works to empower andencourage camaraderie among his team.Daily, he closes his store at noon soemployees can have a lunch break and playa friendly game of Hearts. His focus on teambuilding and creating a positive workenvironment has helped his business keepexperienced people and also has helpedhim build a large and loyal customer base.

Bench strength is also a key focus forGarrett in building and maintaining hisbusiness. In fact, he attended BFNT'sseminar on Successful Succession Planningto gather information and formulate astronger game plan to prepare his businessfor the next generation.

"Whether I sell to an employee or tosomeone else, I am eager to be sure myretirement planning and the succession ofmy business are solid," said Garrett. "Thisprogram helped me focus on areas that Ihad not necessarily considered."

It's hard to imagine someone with somuch passion and drive ever retiring, butGarrett is just as determined about hisretirement plans as he is about his business.He intends to travel around the UnitedStates in an RV. Keep up the good work!

Garrett stands proudly outside his successful businesswhere he strives to provide an exceptional experiencefor employees as well as customers.

This new feature offers shining examples of those dealers who are making a difference intheir home communities. We have a strong dealer network and are eager to help you tellyour story!

Dealer Spotlight

Let us hear from you. If you would like tohighlight a dealer or yourself for a DealerSpotlight in a future issue of inRoads, pleasecontact Susan Sizemore at (615) 937-1417.


10 inRoads Fall2006

Where’s Mario...?Where’sMario

…in Stevensville, Mich. Mario Andretti teachesvarsity football player Cam Moore (l) how toperform the penny test during a tire and drivingsafety presentation at Lakeshore High School.Each of the more than 1,000 studentsattending the presentation in Stevensvillereceived a Firestone tire gauge and a copy ofthe M.A.R.I.O.S. driving safety curriculum.

A Different Type of Indy Racer: Lance ArmstrongFor one day only in August,bicycles replaced race cars at

the historic Indianapolis Motor Speedway tosupport a great cause.

The Discovery Channel's "Race 2 Replace"event, sponsored by Bridgestone FirestoneNorth American Tire, LLC and BFS Retail &

Commercial Operations, LLC (BFRC), was a10-lap, 25-mile race for cyclists of all skilllevels, with net proceeds benefiting theLance Armstrong Foundation and theIndiana University Cancer Center.

Cyclists from across the countrycompeted to be an honorary member ofthe Discovery Channel Pro Cycling Team(DCPCT), the former team of seven-timeTour de France champion and cancersurvivor Lance Armstrong.

A.J. Smith, Fort Lauderdale, Fla., nativeand resident, bested the 365 cyclists from

33 states. Smith competed in the 25-34 agebracket, and his time of 52 minutes, 42.4seconds won him the honor of wearing theDCPCT jersey and the opportunity to race asan honorary member of the team for oneday in the U.S. Pro Championships inGreenville, S.C.

Bridgestone Americas' booth at the eventfeatured a Marco Andretti show-car,courtesy of Andretti Green Racing, and thesmiling faces of representatives from BFRCand BFNT. One teammate, BFRC DistrictManager Russ Miller, really got into the race.He joined nearly 1,000 other riders in the"Lap with Lance," a fun ride around theSpeedway, led by Armstrong. Following theofficial race and fun lap, spectators andriders alike enjoyed a concert fromtriple-platinum rock band CollectiveSoul.

"Looking at the faces of thesecyclists—whether they were there tocompete or just to have fun ridingaround the track with Lance—it waseasy to see this was a very special eventfor everyone involved," said Tim Netzel,Product Marketing Specialist, BFNTConsumer Tire Marketing. "It was a greattime for an even greater cause, and I'mglad the Bridgestone Americas family ofcompanies was a part of it."

News

…in Benton Harbor, Mich. Brothers and M&W TireOwners Mark and Adam Wade, far left and far rightrespectively, are joined by their mom, DD Wade andMario Andretti at the end of the 30th anniversaryevent at their store in Benton Harbor. In addition tovisiting M&W Tire, Mario also visited Lakeshore HighSchool, Mark and Adam’s alma mater, to talk tostudents about the importance of safe driving.

Pictured (l-r) are BFNT teammate TimNetzel, cancer survivor and championcyclist Lance Armstrong and BFRCteammate Russ Miller.

Firehawk heads to the stands to cheer on the cyclists.

Fans who came to meet Mario at M&WTire or Lakeshore High School receiveda special commemorative MarioAndretti card from the day's events.The back of the wallet-sized card haspeel-off promotional stickers that fanscan bring back to M&W Tire to receivediscounts on tires and service.

Lance Armstrong congratulates winnerA.J. Smith.


11Fall2006 inRoads

That’s One Amazing Ad: Ohio Tire Dealer’s Cornfield Logo Promotes Business and Fall FunTerry's Tire Town found a

creative way to promote its business andget into the spirit of fall.

The Stark County, Ohio, tire dealerteamed up with local Maize Valley FarmMarket and Winery to turn a cornfield intoa maze depicting the Terry's Tire Town logoalong with a picture of BIGFOOT® MonsterTruck® and logos from Firestone and Ford.The image was part of the annual MaizeValley Fall Experience hosted by the MaizeValley Farm Market and Winery.

"We worked with Maize Valley FarmMarket and Winery to create a new kind ofmarketing opportunity for our business,"said Devon Miller, Advertising Director forTerry's Tire Town, which is a BridgestoneFirestone tire distributor. "With eightlocations in the Stark County area, we arehopeful that this will be an annualpromotion."

Visitors to the annual fall festival workedtheir way through the eight-acre corn mazefor a nominal fee, a portion of which wentto local charities. Anyone whopurchased an eligible set ofBridgestone-brand or Firestone-brand tires from Terry's Tire Townduring the month of Octoberreceived $40 off the tire purchaseand two passes to attend the annualMaize Valley Fall Experience. The"Maize Valley Experience" includedthe creative corn maze along with acornucopia of other activities suchas hay rides, kids' rides, a pumpkinpatch and a pumpkin cannon.

In addition, anyone who attendedthe Maize Valley Fall Experience andparticipated in the maze received abounce-back coupon for $40 off apurchase of Bridgestone or Firestone tiresat Terry's Tire Town. Anyone whosuccessfully completed the maze alsoreceived a prize package that included a$50 store credit at Terry's Tire Town. Both

items were redeemable at any of the eightTerry's Tire Town locations during themonth of October.

This isn't the first time the Maize ValleyFarm Market and Winery has turned itscornfields into stunning aerial images andoffered maze tours. With the help of anartist from southern Ohio and a GPS systemfrom Precision Mazes to help direct andmake the precision design, the farm's fieldshave been turned into the likenesses oflocal college football coaches and racecars.

"We were excited to welcome Terry's TireTown's newest location to Hartville, Ohio,with this creative message," said Bill Bakan,one of five family owners of Maize ValleyFarm Market and Winery. "We challengedpeople to come out and try to get throughthe maze." For more information, visit:www.maizevalleywinery.com.

News

BIGFOOT has landed in a cornfield in Ohio.Farmer Bill Bakan has turned his cornfield intoan amazing maze that provides a stunningaerial view of the famous BIGFOOT MonsterTruck. Along with BIGFOOT, the maze alsofeatured the iconic Firestone and Ford logosas well as the logo for Terry's Tire Town.

In the NewsRoad & Track—Jonathan Elfalan

says the newly re-engineered"Ultra High Performance"Bridgestone Potenza™ RE050APole Position has significantchanges to "improve handlingresponse over the standardRE050A and prolong tractionthroughout the life of the tire,while an increase in silicacontent enhances wet-tractioncapability."(August 2006)

Roundel—Reviewing threenew Bridgestone Potenza tires—the RE960AS all-season, theRE050A and the street/race RE-01R—John Dinkel states, "Whenit comes to dynamiccharacteristics such as grip andstick, steer and turn, and stopand go, the Bridgestone Potenzaranks right up there with thebest of the UHP (ultra-highperformance) tires available."(June 2006)

Roundel—Jonathan Spiratested Bridgestone Blizzak™ RFTLM-22, and comments the BMW330xi fitted with the Bridgestonetires "cut through the snow-covered street with abandon; Iwas able to drive up steepinclines with confidence (leavingmany front-wheel-drive cars andSUVs behind). The combinationof xDrive and Blizzaks was trulyunbeatable."(June 2006)

News


12 inRoads Fall2006

Bridgestone Firestone535 Marriott DriveNashville, TN 37214

Fall 2006

inRoads is a publication producedby the North American ConsumerTire and North American Truck & BusTire Groups of Bridgestone FirestoneNorth American Tire, LLC for thebenefit of our customers.

We welcome and encourage comments about inRoadsor Bridgestone Firestone and the industry in general. Comments,suggestions and requests forinformation should be sent to:

Susan SizemorePublic AffairsBridgestone Americas Holding, Inc.535 Marriott Dr.Nashville, TN [email protected](615) 937-1417

© 2006 Bridgestone Firestone

Lexus GS 450h hybrid sedansnow have an additional safety

option with the Bridgestone-brand Turanza™ER33 RFT Run-Flat tires in size 245/40ZR18 asoptional equipment. Bridgestone FirestoneNorth American Tire, LLC is the sole supplierof the optional 18-inch Run-Flat tires for thevehicle.

According to Lexus, the GS 450h is "theworld's first luxury hybrid sport sedan,"combining "dynamic performance, increasedfuel efficiency and uncompromising luxury."The Lexus GS 450h was first available atLexus dealerships beginning in June 2006.

"Just as Lexus is advancing hybrid sedantechnology, Bridgestone has been a pioneerin developing, producing and testing Run-Flat tires for more than 20 years," saidMichael Martini, President, OriginalEquipment Consumer Tire Division, BFNT."Our Turanza ER33 RFT tire on the Lexus GS450h sedan represents an excitingconvergence of these consumer-friendly and

environmentally conscioustechnologies."

The Bridgestone TuranzaER33 RFT, a member of theBridgestone Turanza originalequipment touring tire family,features a summer treadpattern and blends highperformance characteristicswith touring ride comfort.

Incorporating Bridgestone-brand Run-Flattire technology, the Bridgestone TuranzaER33 RFT offers a sense of security byallowing drivers to travel up to 50 miles at 50mph after a loss of air. The use of a Run-Flattire also eliminates the need for carrying aspare tire, freeing up extra trunk space andreducing vehicle weight for better fuelefficiency.

The Bridgestone Turanza ER33 RFT is alsoavailable on a replacement basis throughBridgestone-certified Run-Flat dealersnationwide.

Earth-FFriendly Meets Consumer-FFriendlyDealer

The 2007 Lexus GS 450h hybrid bringstechnology to the next level, alongwith the optional Bridgestone TuranzaER33 RFT.


fall06 inroads 10-26-06 - bfentirenet.com

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