inroads Bridgestone Firestone North American Tire, LLC Fall 2006

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1 inroads Bridgestone Firestone North American Tire, LLC Fall 2006 Executive Edge Drive & Learn page...2 OE page...2, 6, 7 Canada page...3 page...4 Enthusiast page...4 Consumer page...5 Motorsport Dealer Toolbox Dealer Spotlight Where s Mario page...5, 8 page...6, 7, 12 page...8 page...9 page...10 Different Tires for Different Buyers Feature From raised flames on sidewalls for young enthusiasts to highway tires for daily commuters, different people want different tires. A tire dealer s mission is to find the right tire that best fits the specific wants and needs of each unique customer. When it comes to light truck tires, there are a lot of choices. The trick is determining what kind of driving habits the customer has and then matching the right tire to the right customer. Here's a useful guide: The Commuter Highway tires provide traction on wet and dry surfaces. Typically the tread block elements are aligned in a rib pattern with wide grooves to help resist hydroplaning. If a customer is one of the more than 90 percent who never takes his or her SUV or pickup off-road, these tires provide long mileage, a comfortable ride and excellent handling. Highway tires are made for everyday use, commuting to work and for family vacations. Suggestions in this category include the Bridgestone Dueler H/L Alenza or the Firestone Destination LE. The Casual Adventurer A tire marked "A/T" is designed for allterrain use but also performs well on the highway. Generally, an all-terrain tread has many independent blocks separated by large grooves for off-road traction. Varied sizes and shapes of tread blocks minimize highway noise. If the driver travels off-road only occasionally, for instance on weekend camping trips, the A/T is the right tire. The Bridgestone Dueler AT Revo or Firestone Destination A/T are good applications for the casual adventurer. The Adventure Seeker An A/T tire might offer options that an offroad enthusiast would enjoy, but it is not as aggressive as the M/T tire. A tire designated with an "M/T" is used for "Max-Traction." These dutiful soldiers easily handle muddy and rocky surfaces frequented by the serious adventurer. Rugged tread elements with large tread voids offer excellent traction to handle the most severe driving conditions. Whether charging up a sand dune, climbing over rocks or heading down the trail, adventurous drivers should look for the M/T tire. The Firestone Destination M/T is a great selection for those seeking adventure. The Snow Trekker Although highway and all-terrain designs are dependable for many road situations, in snowy conditions drivers should look for tires displaying the letters M+S. These symbols represent the industry's standard for tires designed to handle winter weather. Today's winter tires, such as the Bridgestone Blizzak, are engineered to handle harsh winter driving conditions, specifically snow and ice. These tires have deeper treads and softer tread compounds to better grip the colder surfaces. The Tuner Enthusiast And don't forget tires for the enthusiast, where extra details count. Created specifically for the off-road and all-terrain driver, the Fuzion XTi offers dual sidewall design options giving enthusiasts the ability to reflect their personal style by simply flipping sides of the tire to expose an alternative image. An attractive tire display can enhance the customer experience. Dealers who have the right products and provide superior service will build strong customer loyalty. Success in the tire business is all about relationships. Learning more about customers driving habits will better equip dealers to sell the tire that best meets their unique wants and needs.

2 2 inroads Fall2006 Executive Edge Greetings: The tire business continues to face some tough challenges. Global competition is fierce, escalating costs of raw materials and energy demands continue, and the high cost of fuel remains an issue. This often causes consumers to put additional money in their gas tanks and perhaps delay tire purchases. But with every challenge there is also opportunity. In this edition of inroads you will find some good information about ways you can build stronger relationships with your customers by helping them understand how important it is to match the right tire with the right vehicle. By getting to know your customers, and with some insight into their habits and driving preferences, you can help them achieve optimum vehicle performance. Using your expertise to educate customers about tires will also help build customer loyalty and strengthen your dealership over the long haul. That's extremely important to us. At Bridgestone Americas we believe in treating customers as partners and doing everything we can to ensure a mutually successful relationship. As we head toward the holidays and prepare for winter, I encourage you to give the gift of education to your consumers and A Note from Mark Emkes to your community. Most consumers simply don't think to check their tires on a monthly basis. Monthly air pressure checks, tire rotations and tire balancing are keys to enhanced vehicle handling, safety and fuel economy. We urge you to join us in continuing this education. On another note, I am sure many of you saw Tiger Woods continue his winning streak at the recent Bridgestone Invitational held at the Firestone Country Club. This event provided extraordinary exposure for our brands. More than 23 percent of the television homes in the United States saw at least some portion of the tournament coverage. We hope that the premium exposure of our brands at such events will hopefully help build your business by pulling in more customers looking for Bridgestone and Firestone branded tires. It was great seeing all of you at our annual fall meeting in Las Vegas. Since this is the final edition of inroads for 2006, I want to personally wish you and your families a very wonderful and peaceful holiday season. Thank you for your continued business, dedication and "passion for excellence" in all you do. Best regards, Mark A. Emkes Be a leader in your community. Consider joining the "Toys for Tots" holiday campaign to share your blessings with those less fortunate. OE A Perfect Match: German Auto Engineering Meets Japanese Tire Technology For 120 years, Mercedes- Benz has been an icon in luxury craftsmanship. And for 75 years Bridgestone tires have represented the finest in tire engineering. Now, Mercedes-Benz drivers can fully experience luxury driving with the quiet and comfortable Bridgestone-brand Turanza ER30 tires installed on M-Class and R-Class sedans. Bridgestone recently announced it is supplying Bridgestone-brand tires for factory installation on the following Mercedes-Benz models: Model Tire Pattern Tire Size Model Markets Mercedes-Benz M-Class Turanza ER30 255/50R19 103W Japan, Americas, Europe Mercedes-Benz R-Class With enhanced driving comfort from sedans to SUVs, the Turanza ER30 provides the quiet and comfortable driving experience expected from a premium touring tire.

3 Fall2006 inroads 3 At the Interstate 50th Anniversary convoy kick-off event (l-r), Andy Peru, BFNT truck driver; Don Darden, Manager of Marketing Communications and Advertising for BFNT; Ron Tartt, General Manager of Private Fleet for BFNT; Merrill Eisenhower Atwater, greatgrandson of President Dwight Eisenhower; Andrew Firestone, greatgrandson of Harvey Firestone; Tim Young, BFNT truck driver; and Dan MacDonald, Director of Media Relations for Bridgestone Americas, stand in front of the decorated Firestone truck before the convoy hit the road for the crosscountry trip. Truck Driving Has Never Looked So Good News Two newly decorated Firestone trucks got a chance to show off their dashing looks this summer. And at least one individual got an up-close-andpersonal connection with the big rigs. Steve Mitchell, Managing Editor for Heavy Duty Trucking, hitched a ride from San Francisco, Calif., to Davenport, Iowa, inside the Firestone trucks as part of the convoy celebrating the 50th anniversary of the interstate highway system. The Bridgestone Firestone North American Tire, LLC (BFNT) truck drivers, Tim Young and Andy Peru, were happy to show Mitchell the ways of the road on the 10-day trek. Mitchell was more than pleased with his experience. "Through it all, both of these guys kept a friendly, constrained, even-tempered demeanor," Mitchell commented. "They were truly appreciated by all 30 or so convoy participants. Tim chased down tires and parts for some of the motor home owners in the convoy and was always in consultation with the convoy organizers. [It] made me proud just to be sitting in their trucks." Mitchell also praised the lavish Firestone trucks that were part of the convoy. "Speaking of trucks, the decked-out Firestone rigs were the audience favorite in the convoy, and Tim and Andy patiently stood in front of them for hours while visitors to the various stops snapped pictures of them or the trucks," said Mitchell. This summer's convoy recreated in reverse the historic 1919 Transcontinental Motor Train lead by then Lt. Col. Dwight D. Eisenhower and supported by Harvey Firestone. The original convoy included two Firestone trucks clad with Harvey Firestone's new invention: pneumatic tires. The 2006 convoy also included two Firestone trucks resplendent with graphics highlighting Firestone's contribution to fulfilling Eisenhower's dream of an interstate highway system. BFNT is proud to have been part of both convoys and happy Mitchell had such a positive experience. Tools for Success with TireStarz Canada Canada Every dealer works hard to earn a successful business, and TireStarz provides dealers with the tools to get there. From top-of-the-line products to educational classes, the CanadianTireStarz program and its features and benefits add value and provide resources to dealers who choose to use them. Dealers receive many advantages through participation in the TireStarz program, including: access to the Bridgestone, Firestone, Dayton and Fuzion product lines, retail education workshops, private label credit cards, customer discount cards, turn-key flyers, an auto parts program in conjunction with NAPA and ACDelco, a customer database marketing system, exterior and interior identification signage, and many other "grassroots" marketing tools. "The marketing and education tools offered by TireStarz are the best in the industry," states Eric Latino of Redline Automotive in Scarborough, Ontario. BFNT is aggressively expanding TireStarz in all markets throughout Canada, with a team of TireStarz representatives that covers the area coast-to-coast. If interested in becoming a TireStarz dealer, call Lou Monico, manager of TireStarz Canada, at (800) , extension 5258, or by e- mail at monicolou@bfusa.com.

4 4 inroads Fall2006 Drive & Learn Bridgestone Tires Put Through the Paces at Columbus Area Drive & Learn Retail sales teammates got the chance to put the pedal to the metal and test Bridgestone-brand tires as the 2006 Classroom Behind the Wheel Drive & Learn event rolled into Columbus, Ohio, this summer. In addition to offering several informative sessions featuring topics such as product benefits and technologies, OE fitments, promotional activities, proper tire maintenance, and Bridgestone Firestone North American Tire, LLC s motorsports involvement, the event really started to heat up when participants were able to get behind the wheel to check out the tires themselves. At Germain Ampitheatre, attendees evaluated the Bridgestone Turanza EL400 in driving exercises against the Goodyear Assurance ComforTred on the new Pontiac G6. The second exercise, using 2006 BMW 325i sedans, pitted the new Bridgestone Potenza RE960AS Pole Position against the Michelin Pilot Sport A/S. The final event was a LeMans competition with drivers in a BMW equipped with the new Bridgestone Potenza RE050A Pole Position tires. As usual, with participants divided into teams, the competition was quite intense with bragging How to Exceed 1g Enthusiast Forget a one-time ticket to the amusement park. If customers want thrills, show them a set of Bridgestone Potenza RE-01R tires. In a recent Tire Rack test evaluating extreme performance summer tires, the Potenza RE- 01R was the overall top pick, and for the first time in Tire Rack test history, allowed a Tire Rack test driver to exceed 1g! According to the Tire Rack, "the Potenza RE-01R extreme performance summer tire not only delivered the best ride of the four tires tested, but it delivered surprising civilized ride characteristics that could have easily been mistaken for those of a tire delivering far less performance." Test drivers ran each set of tires in wet and dry conditions on a 1/3-mile per lap test track with 90 degree corners, lane changes and simulated highway ramps. The team tested for traction, responsiveness, handling and drivability normally only encountered during abrupt emergency avoidance maneuvers or competition events. rights at stake following the timed laps. After each exercise, drivers completed a survey rating each tire on a scale of 1-6 in the categories of accelerating, braking, cornering and overall performance. Check out the results in the charts above. It should be no surprise that drifting competitors and enthusiasts share a love for the RE-01R with its wide center rib, cooling and racing slits, wide straight groove and semi-shoulder block. The Potenza RE-01R is the featured tire for the Bridgestone brand's own contingency drifting team with Formula Drift. "When I'm out on the course I can count on the Potenza RE-01R to follow my lead," said Bridgestone-sponsored Rhys Millen of Red Bull/Pontiac/RMR, 2005 Formula Drift Champion. "The responsiveness and handling is unbelievable!" The Bridgestone Potenza RE-01R offers enthusiasts the best of both worlds the same outstanding performance required on the track with a quiet and comfortable ride that is rare in a high performance tire. Even in wet conditions, control is not sacrificed with the RE-01R. Available in 13 sizes up to 19 inches, the Potenza RE-01R features UNI-T technology and boasts V and W speed ratings. Results from the tire rating survey and quotes from participants at the BFNT Drive & Learn event in Columbus in August. The Bridgestone Potenza RE-01R goes to the extreme in advanced dry grip and handling to cater to the serious sports car driver.

5 Fall2006 inroads 5 Make a Mark at TheFuzionZone.com Consumer The latest Fuzion XTi tire, fitted on the 2006 Jeep "Con-Fuzion" Rubicon, has been turning heads at tuner events nationwide ever since its unveiling at the 2006 Chicago Auto Show. Now, let customers know they can buy or win a set for their own ride. Curious fans can check out the Fuzion XTi and the Jeep "Con-Fuzion" on the newly re-designed Fuzion The updated Fuzion tire Web site, highlights the Fuzion XTi, with its tribal art and flame sidewalls alternating on each side, as well as the Fuzion ZRi and HRi tires. Check out the site's Fuzion Free Tire Monthly Giveaway sweepstakes. The updated site features product and size information on the new Fuzion XTi tires as well as Fuzion ZRi and HRi tires, a store locator, updated Fuzion event information, downloadable logos, warranty information, and past and present project vehicle photos. TheFuzionZone.com also includes new sponsorship information and details on the Fuzion Free Tire Monthly Giveaway sweepstakes. The sweepstakes will award one set of four Fuzion tires with a limit of one prize per person or address per calendar year. The monthly contest extends from July through November See the Web site for more details. Visitors to the site can also apply for a Fuzion sponsorship, offered to select vehicle owners willing to utilize and display Fuzion products. tire Web site, Carmichael leaps into first place at the AMA/Suzuki Pro Motocross Nationals. Motorsport Seven and Counting, Carmichael Continues to Bring Home Trophies Ricky Carmichael is considered by many to be the greatest motocross (MX) racer of all time. In 2002 and 2004 he won every MX race he entered, setting records and wowing the crowds. His 2006 MX season has been no less amazing as he actually lapped the field of competitors during the second race of the season in Millville, Minn., giving his fans something to talk about for years to come. At the 28th Annual AMA/Suzuki Pro Motocross Nationals at the Broome Tioga Sports Center in Binghampton, N.Y., Carmichael, who rides on Bridgestone tires, drove his fans into a frenzy as they anticipated the possibility of yet another MX title. As Carmichael quickly pulled ahead, he crashed on the second lap, relinquishing the lead to James Stewart. Carmichael then spent his next seven laps reeling in the dust of his rival. Carmichael smiles at yet another victory as he is crowned the 2006 AMA Toyota Motocross Champion. Eventually, Carmichael got around Stewart and reclaimed his lead, giving him his seventh straight win of the AMA/Suzuki Pro Motocross Nationals at the Upstate New York circuit. He was also crowned the 2006 AMA Toyota Motocross Champion for the seventh year in a row.

6 6 inroads Fall2006 OE Bridgestone R250 Toughens Truck Lineup Dealer The brand new Bridgestone R250 ED is built to deliver long tread life and exceptional performance in a variety of demanding pick-up and delivery (P&D), local and regional high-scrub applications. The "ED" stands for "extra-duty" and could be the right choice for many fleet customers who work in oil fields, construction, concrete logging, bulk materials or on extreme urban road surfaces. The steer/all-position tire is also well suited for mixed service vehicles trucks that typically run on highways and city streets, but need to occasionally drive down gravel roads or pull into dirt yards for loading and unloading. Two major features help make this new tire extra durable. The first is the innovative tread compound that resists cuts and chips providing outstanding performance even on unimproved road surfaces. The second is sidewall protector ribs that improve From Trendsetters to Adventurers, BFNT Equips Toyota Yaris and Jeep Compass Rolling into 2007, two sports vehicles will feature some fresh new "shoes" thanks to Bridgestone Firestone North American Tire, LLC, which will equip both the trendy Toyota Yaris and the rugged yet refined Jeep Compass. Much as a pair of cleats provides grip on the baseball field and rugged hiking boots get one up a mountain, certain tires are the best fit for certain vehicles. First released in Europe in 1999, the Yaris quickly became Toyota's best-selling European model. In 2000, it was awarded "European Car of the Year" by a group of 55 automotive journalists from 20 European countries. It was also named "Japan Car of the Year" in 2000, making it the first vehicle to receive both awards in the same year. BFNT is now supplying Bridgestone Potenza RE92 tires for the "sport themed" Yaris S Sedan and the Yaris Liftback. Replacing the ECHO in Toyota's subcompact segment, the all-new Yaris is an affordable passenger car that features contemporary exterior styling. "For more than two years, Bridgestone retreadability by fighting curbing damage. The abrasion-resistant ribs are on both sidewalls, so if one side is worn away, the tire can be reversed on its wheel for continued protection. For superior traction, R250 ED uses a classic straight-rib design that evacuates water from the footprint. Cross-rib sipes promote a solid grip on wet surfaces. The groove walls are built at a special angle to combat stone retention that can lead to casing damage and loss of retreadability. And for more low-cost miles, R250 ED's casing is engineered to be retreaded for any axle position, with four full steel belts and an all-steel casing ply. The new R250 ED is available in two sizes: 11R22.5 and 11R24.5 in "H" load ranges. For more information on this new extra-duty steer/all-position radial, contact a Bridgestone representative or visit engineers have worked closely with Toyota to produce a tire that complements the refinement, sophistication and fun-to-drive experience the Yaris brings to the U.S. subcompact market, while still adhering to Toyota's exacting OE standards. The result is this specifically tuned Bridgestone Potenza RE92 tire," said Michael Martini, President, Original Equipment Consumer Tire Division, BFNT. Firestone Affinity T4 and Firestone Firehawk GTA03 tires are original equipment on the new 2007 Jeep Compass Sport and Jeep Compass Limited, the Jeep brand's new entry-level compact sport-utility vehicle. The Jeep Compass recently arrived in dealer showrooms. It combines the look and functionality of an SUV with the performance, handling and fuel economy of a car. The Jeep Compass is available in front- or four-wheel drive in both a Sport and a Limited model. The Firestone Affinity and Firestone Firehawk are standard and optional equipment for both wheel configurations and models. Extra-durable tread compound helps make this rugged Bridgestone R250 ED radial tough enough to pull extra-duty loads in pick-up and delivery fleets Jeep Compass 2007 Toyota Yaris

7 Fall2006 inroads 7 OE Toyota and Turanza Team up to Help the Environment The environmentally friendly Toyota Prius is now more fuel efficient with the addition of the low-rolling resistance Bridgestone Turanza EL tires as original equipment on the 2007 Toyota Prius Touring Edition. Bridgestone Firestone North American, LLC will supply the Prius Touring Edition with Bridgestone Turanza EL tires in size P195/55R16 86V. The Bridgestone Turanza EL is a V-speed rated, all-season, luxury, touring original equipment tire. Toyota Prius "The Bridgestone Turanza EL is a low-rolling resistance tire which enhances the hybrid's capabilities while providing performance and touring tire comfort," said Michael Martini, President, Original Equipment Consumer Tire Division, BFNT. BFNT is committed to the advancement of tire technology, and, together with companies such as Toyota, to being an industry innovator, to providing an improved ride, and to promoting a cleaner environment. Dealer 10 Perfect Holiday Gifts for the Teen Driver or Grown-up Gear-Head Wondering what to get the race fan, young driver or gear-head this holiday season? Here's a list of 10 unique gift ideas that will not only put a smile on their faces but may just save their lives! Teen Training Know a teen driver? "Driver's Edge" is a half-day hands-on driver training program that teaches teens to "know yourself, know your limits." Teens learn defensive driving techniques and a respect for traffic safety from professional race car drivers. The best part? It's free! The program is co-sponsored by corporations including Bridgestone Americas and Red Bull, who, according to AutoWeek are "intelligent corporate dogooders who, for more than one reason, value not killing off future customers." For more information, dates and locations, visit: Dashing Through the Snow Remember spinning those donuts in the wintry parking lot years ago and worrying about getting caught? The Bridgestone Winter Driving School is perhaps the most fun to be had in the snow and it could even save a life! The school teaches the skills needed to safely drive in snow, sleet and ice. Automotive journalist Robert Kocher said, "The most I ever learned about vehicle dynamics and handling, I learned at the Bridgestone Winter Driving School." Located in beautiful and snowy Steamboat Springs, Colo., the school offers an education for drivers of all ages. For more information: Start Your Engine! Ever dream of sitting in a race car and putting the pedal to the metal? Make that dream come true for someone. The Bridgestone Racing Academy offers fans of open wheel racing the thrill of a lifetime. Single sessions and three-day courses are available. Capture the checkered flag at: Air Aware Proper tire inflation pressure is critical for safety and for maximizing fuel economy. A good tire gauge (preferably a digital gauge) is critical to perform monthly tire inflation checks. Refer to the owner's manual or the door jamb to confirm proper tire pressure. A perfect stocking stuffer! Get a Grip! A good set of winter tires will cost far less than an insurance deductible should an accident occur. These tires have special compounds and tread patterns to improve traction on snow and ice. A symbol showing a snowflake on a mountain depicted on the tire's sidewall indicates a true winter tire. Indy 500 Tickets to the Indianapolis 500 Mile Race are sure to rev-up race fans. Dubbed "the world's greatest spectacle of racing," it is one of motorsports' most thrilling and timehonored traditions. For more than 90 years the race has offered plenty of excitement from watching the action on the track to checking out the race fans. Visit to learn more. Road Trip! Plan an adventure to explore areas close to home, or those less traveled. Wander some of the drives found at (click the "America's Legendary Drives" link). Select from scenic passes, historic routes and paths, and points of interest from all 50 states and Canada. Enjoy the drive! Never Drive Without It Besides a spare tire, all vehicles should carry a roadside emergency kit. Purchase or create a homemade one. Essentials include road flares (with matches), a fire extinguisher, a pre-paid cellular phone, a flashlight (with extra batteries), jumper cables, a first aid kit, bottled water, cash/change, a portable tool set, a thermal blanket and a traction aid (kitty litter is excellent). Get the Drift? Drifting is a dynamic new motorsport that has captured the interest of America's youth culture. The Need for Speed Formula Drift Championship Series conducts seven thrilling events each year in major U.S. cities including Irwindale, Calif., Chicago, Atlanta, Seattle and Wall, N.J. Get sideways, and tickets, at Car Care U For more than 30 years, Firestone has been educating consumers on the importance of vehicle and tire maintenance through its free Car Care Academies. Many tire dealers also offer similar workshops. Each academy delivers important messages on safety, as well as car care information such as knowing the important vehicle fluids, checking the oil level and tire pressure, and maintaining other important vehicle systems. Visit and select the "get involved" link to enroll or check with your local tire retailer!

8 8 inroads Fall2006 A Passport to Success Toolbox Taking advantage of the Passport to Knowledge workshops is a great idea for all eligible dealers. Based upon a strong combination of successful tire and service related retail education programs delivered by the experienced Bridgestone Firestone Family Dealer Education staff, dealers' selling associates will experience a step-by-step series of practical workshops designed to deliver results. The progressive Passport to Knowledge curriculum can enable businesses to operate more professionally and effectively by establishing positive business practices. For more information and how to register, contact a Bridgestone Firestone Area Sales Manager or Bob Riegel, Manager of Retail Education, at (800) Motorsport Land Speed Records Broken on Bridgestone Tires We ve all heard the question, Do you know how fast you were going? Susan Robertson, Paul Livingston, Paul Thede and Jason McVicar have great answers. In fact, they re in the record books! The four racers broke land speed records recently during Bonneville Speed Week at the historic Bonneville Salt Flats in Utah. The racers are all members of the Falkner Livingston race team. Team Principal Rod Falkner said, "One consistent component on all of Falkner Livingston's motorcycles is Bridgestone tires. When we're building motorcycles to run at speeds over 200 mph, there is only one tire brand that we choose." Passport to Knowledge brochure Susan Robertson (l) and Paul Livingston (r) congratulate each other on reaching record-breaking speeds. Setting New Records Running in the 650cc MPS/BG (Turbo Charged) Class, rider Jason McVicar averaged a speed of over the first mile; in the second mile he averaged mph, making McVicar the first rider to be timed over the mile at over 200mph on a 600cc open-wheel motorcycle. Rider Susan Robertson became the first woman to ride an open-wheel motorcycle over 200 mph in the 1350cc Class and also the first woman to set a record over 200 mph on a motorcycle on the Bonneville Salt Flats. Her runs set a new record of mph. Rider Paul Livingston broke the existing record of mph for the 1650cc Production Class, setting a new course record of mph. Later in the week, rider Paul Thede rode the same motorcycle to break Livingston's record, and set a new record of mph.

9 Fall2006 inroads 9 Dealer Spotlight Let us hear from you. If you would like to highlight a dealer or yourself for a Dealer Spotlight in a future issue of inroads, please contact Susan Sizemore at (615) Les Garrett shares his passion for motorsports with a customer. This new feature offers shining examples of those dealers who are making a difference in their home communities. We have a strong dealer network and are eager to help you tell your story! The Passionate Les Garrett Goes the Extra Mile At Bridgestone Americas, we have a "Passion for Excellence." Les Garrett, a dealer in Northwest Arkansas, also has a passion for excellence and performance, and uses this passion as an opportunity to educate customers about the importance of tires to vehicle performance and safety. When a new customer enters Garrett Tire & Auto in Fayetteville, Ark., Garrett shows a computer presentation he developed to demonstrate how racing drives the tire business and how tire technology used on the race track eventually makes its way into the tires consumers use every day. "Tires are not simply round black objects," said Garrett. "These are sophisticated products which perform incredibly well despite the grueling conditions they must endure, such as heat, cold, wet, overloading, under-inflation and contact with varied onroad and off-road surfaces." Garrett also goes beyond his dealer showroom to share his tire expertise in his home community by teaching tire and vehicle education classes at the Jones Center, an indoor recreation/arts and community center in Fayetteville. Garrett's business philosophy is admirable. "Our mission statement is very simple," said Garrett, a member of Bridgestone Firestone's TireStarz program. "First and foremost, you will be a person of integrity. Second, you fix it right the first time. Third, you make a profit." Garrett stands proudly outside his successful business where he strives to provide an exceptional experience for employees as well as customers. Garrett also works to empower and encourage camaraderie among his team. Daily, he closes his store at noon so employees can have a lunch break and play a friendly game of Hearts. His focus on team building and creating a positive work environment has helped his business keep experienced people and also has helped him build a large and loyal customer base. Bench strength is also a key focus for Garrett in building and maintaining his business. In fact, he attended BFNT's seminar on Successful Succession Planning to gather information and formulate a stronger game plan to prepare his business for the next generation. "Whether I sell to an employee or to someone else, I am eager to be sure my retirement planning and the succession of my business are solid," said Garrett. "This program helped me focus on areas that I had not necessarily considered." It's hard to imagine someone with so much passion and drive ever retiring, but Garrett is just as determined about his retirement plans as he is about his business. He intends to travel around the United States in an RV. Keep up the good work!

10 10 inroads Fall2006 Where s Mario Where s Mario...? in Benton Harbor, Mich. Brothers and M&W Tire Owners Mark and Adam Wade, far left and far right respectively, are joined by their mom, DD Wade and Mario Andretti at the end of the 30th anniversary event at their store in Benton Harbor. In addition to visiting M&W Tire, Mario also visited Lakeshore High School, Mark and Adam s alma mater, to talk to students about the importance of safe driving. in Stevensville, Mich. Mario Andretti teaches varsity football player Cam Moore (l) how to perform the penny test during a tire and driving safety presentation at Lakeshore High School. Each of the more than 1,000 students attending the presentation in Stevensville received a Firestone tire gauge and a copy of the M.A.R.I.O.S. driving safety curriculum. Fans who came to meet Mario at M&W Tire or Lakeshore High School received a special commemorative Mario Andretti card from the day's events. The back of the wallet-sized card has peel-off promotional stickers that fans can bring back to M&W Tire to receive discounts on tires and service. A Different Type of Indy Racer: Lance Armstrong News For one day only in August, bicycles replaced race cars at the historic Indianapolis Motor Speedway to support a great cause. The Discovery Channel's "Race 2 Replace" event, sponsored by Bridgestone Firestone North American Tire, LLC and BFS Retail & Firehawk heads to the stands to cheer on the cyclists. Commercial Operations, LLC (BFRC), was a 10-lap, 25-mile race for cyclists of all skill levels, with net proceeds benefiting the Lance Armstrong Foundation and the Indiana University Cancer Center. Cyclists from across the country competed to be an honorary member of the Discovery Channel Pro Cycling Team (DCPCT), the former team of seven-time Tour de France champion and cancer survivor Lance Armstrong. A.J. Smith, Fort Lauderdale, Fla., native and resident, bested the 365 cyclists from 33 states. Smith competed in the age bracket, and his time of 52 minutes, 42.4 seconds won him the honor of wearing the DCPCT jersey and the opportunity to race as an honorary member of the team for one day in the U.S. Pro Championships in Greenville, S.C. Bridgestone Americas' booth at the event featured a Marco Andretti show-car, courtesy of Andretti Green Racing, and the smiling faces of representatives from BFRC and BFNT. One teammate, BFRC District Manager Russ Miller, really got into the race. He joined nearly 1,000 other riders in the "Lap with Lance," a fun ride around the Speedway, led by Armstrong. Following the official race and fun lap, spectators and riders alike enjoyed a concert from triple-platinum rock band Collective Soul. "Looking at the faces of these cyclists whether they were there to compete or just to have fun riding around the track with Lance it was easy to see this was a very special event for everyone involved," said Tim Netzel, Product Marketing Specialist, BFNT Consumer Tire Marketing. "It was a great time for an even greater cause, and I'm glad the Bridgestone Americas family of companies was a part of it." Lance Armstrong congratulates winner A.J. Smith. Pictured (l-r) are BFNT teammate Tim Netzel, cancer survivor and champion cyclist Lance Armstrong and BFRC teammate Russ Miller.

11 Fall2006 inroads 11 In the News News Road & Track Jonathan Elfalan says the newly re-engineered "Ultra High Performance" Bridgestone Potenza RE050A Pole Position has significant changes to "improve handling response over the standard RE050A and prolong traction throughout the life of the tire, while an increase in silica content enhances wet-traction capability." (August 2006) Roundel Reviewing three new Bridgestone Potenza tires the RE960AS all-season, the RE050A and the street/race RE- 01R John Dinkel states, "When it comes to dynamic characteristics such as grip and stick, steer and turn, and stop and go, the Bridgestone Potenza ranks right up there with the best of the UHP (ultra-high performance) tires available." (June 2006) Roundel Jonathan Spira tested Bridgestone Blizzak RFT LM-22, and comments the BMW 330xi fitted with the Bridgestone tires "cut through the snowcovered street with abandon; I was able to drive up steep inclines with confidence (leaving many front-wheel-drive cars and SUVs behind). The combination of xdrive and Blizzaks was truly unbeatable." (June 2006) News That s One Amazing Ad: Ohio Tire Dealer s Cornfield Logo Promotes Business and Fall Fun Terry's Tire Town found a creative way to promote its business and get into the spirit of fall. The Stark County, Ohio, tire dealer teamed up with local Maize Valley Farm Market and Winery to turn a cornfield into a maze depicting the Terry's Tire Town logo along with a picture of BIGFOOT Monster Truck and logos from Firestone and Ford. The image was part of the annual Maize Valley Fall Experience hosted by the Maize Valley Farm Market and Winery. "We worked with Maize Valley Farm Market and Winery to create a new kind of marketing opportunity for our business," said Devon Miller, Advertising Director for Terry's Tire Town, which is a Bridgestone Firestone tire distributor. "With eight locations in the Stark County area, we are hopeful that this will be an annual promotion." Visitors to the annual fall festival worked their way through the eight-acre corn maze for a nominal fee, a portion of which went to local charities. Anyone who purchased an eligible set of Bridgestone-brand or Firestonebrand tires from Terry's Tire Town during the month of October received $40 off the tire purchase and two passes to attend the annual Maize Valley Fall Experience. The "Maize Valley Experience" included the creative corn maze along with a cornucopia of other activities such as hay rides, kids' rides, a pumpkin patch and a pumpkin cannon. In addition, anyone who attended the Maize Valley Fall Experience and participated in the maze received a bounce-back coupon for $40 off a purchase of Bridgestone or Firestone tires at Terry's Tire Town. Anyone who successfully completed the maze also received a prize package that included a $50 store credit at Terry's Tire Town. Both items were redeemable at any of the eight Terry's Tire Town locations during the month of October. This isn't the first time the Maize Valley Farm Market and Winery has turned its cornfields into stunning aerial images and offered maze tours. With the help of an artist from southern Ohio and a GPS system from Precision Mazes to help direct and make the precision design, the farm's fields have been turned into the likenesses of local college football coaches and race cars. "We were excited to welcome Terry's Tire Town's newest location to Hartville, Ohio, with this creative message," said Bill Bakan, one of five family owners of Maize Valley Farm Market and Winery. "We challenged people to come out and try to get through the maze." For more information, visit: BIGFOOT has landed in a cornfield in Ohio. Farmer Bill Bakan has turned his cornfield into an amazing maze that provides a stunning aerial view of the famous BIGFOOT Monster Truck. Along with BIGFOOT, the maze also featured the iconic Firestone and Ford logos as well as the logo for Terry's Tire Town.

12 12 inroads Fall2006 Earth-Friendly Meets Consumer-Friendly Dealer Lexus GS 450h hybrid sedans now have an additional safety option with the Bridgestone-brand Turanza ER33 RFT Run-Flat tires in size 245/40ZR18 as optional equipment. Bridgestone Firestone North American Tire, LLC is the sole supplier of the optional 18-inch Run-Flat tires for the vehicle. According to Lexus, the GS 450h is "the world's first luxury hybrid sport sedan," combining "dynamic performance, increased fuel efficiency and uncompromising luxury." The Lexus GS 450h was first available at Lexus dealerships beginning in June "Just as Lexus is advancing hybrid sedan technology, Bridgestone has been a pioneer in developing, producing and testing Run- Flat tires for more than 20 years," said Michael Martini, President, Original Equipment Consumer Tire Division, BFNT. "Our Turanza ER33 RFT tire on the Lexus GS 450h sedan represents an exciting convergence of these consumer-friendly and environmentally conscious technologies." The Bridgestone Turanza ER33 RFT, a member of the Bridgestone Turanza original equipment touring tire family, features a summer tread pattern and blends high performance characteristics with touring ride comfort. Incorporating Bridgestone-brand Run-Flat tire technology, the Bridgestone Turanza ER33 RFT offers a sense of security by allowing drivers to travel up to 50 miles at 50 mph after a loss of air. The use of a Run-Flat tire also eliminates the need for carrying a spare tire, freeing up extra trunk space and reducing vehicle weight for better fuel efficiency. The Bridgestone Turanza ER33 RFT is also available on a replacement basis through Bridgestone-certified Run-Flat dealers nationwide. The 2007 Lexus GS 450h hybrid brings technology to the next level, along with the optional Bridgestone Turanza ER33 RFT. Bridgestone Firestone 535 Marriott Drive Nashville, TN Fall 2006 inroads is a publication produced by the North American Consumer Tire and North American Truck & Bus Tire Groups of Bridgestone Firestone North American Tire, LLC for the benefit of our customers. We welcome and encourage comments about inroads or Bridgestone Firestone and the industry in general. Comments, suggestions and requests for information should be sent to: Susan Sizemore Public Affairs Bridgestone Americas Holding, Inc. 535 Marriott Dr. Nashville, TN sizemoresusa@bfusa.com (615) Bridgestone Firestone