inroads Bridgestone Firestone North American Tire, LLC Fall 2007

Transcription

1 inroads Bridgestone Firestone North American Tire, LLC Fall 2007 Executive Edge Dealer page...7, 8 Truck & Bus Motorsport page...4, 8, 11 Where s Mario page...2 page...4 page...4 Consumer page...6 OE page...7, 9 Dealer Spotlight CFNA Driver s Edge In the News BFOR page...9 page...10 page...10 page...11 page...12 Bridgestone Brand Becomes Feature Official Tire of National Football League Agreement with the NFL includes title sponsorship for upcoming inaugural International Series Game at Wembley Stadium Bridgestone Firestone North American Tire, LLC (BFNT) and the National Football League (NFL) recently announced they have entered into a multi-year integrated marketing partnership that designates the Bridgestone brand as the first Official Tire of the National Football League. Under the agreement, BFNT and the Bridgestone brand will join with the powerful NFL brand through numerous exclusive promotional opportunities, including the title sponsorship of the firstever regular season NFL game to be played Andretti Helps Wittlin s Service Celebrate 100 Years Feature Normally an anniversary would be celebrated with just a few friends and family. But for Wittlin s Service Inc., in Menomonee Falls, Wis., marking a century in business called for a lot more a whole lot more. A visit from racing legend Mario Andretti commemorated the historic milestone. Owner John Wittlin was also joined by his family, his support team, more than 1,500 community members and local media to celebrate in style. Before hosting a public autograph session with Andretti, Wittlin s Service held a VIP gathering for community leaders to personally meet with Andretti. Later that afternoon, Andretti signed not only autograph cards but shirts, toy cars and other memorabilia. Two enthusiastic fans asked Andretti to sign a car dashboard and a trunk lid that were later reinstalled on their vehicles. outside North America. The game, known as the Bridgestone International Series, will be played on Oct. 28 between the New York Giants and the Miami Dolphins at London s Wembley Stadium. This partnership with the NFL allows BFNT to join forces with America s most popular sport and reach millions of loyal fans who want the same things out of their favorite teams as they need from their tires excellent performance, endurance and toughness, said John Gamauf, President of continued on page 3 Wittlin s Service has been providing quality service to the people of Menomonee Falls since 1907, said John Wittlin, a thirdgeneration owner of the store, which is a Bridgestone Firestone North American Tire, LLC (BFNT) Affiliated Dealer. We were continued on page 2 During the 100th anniversary celebration of Wittlin s Service Inc., Mario Andretti takes time out for a photo with several generations of Wittlin family members. Pictured with Andretti are (l-r) Max, John and Ed Wittlin.

2 2 inroads Fall2007 Executive Edge Greetings! In past editions of this newsletter, our CEO Mark Emkes has offered valuable information in this column on the industry and on our company. This quarter, I am honored to have the opportunity to tell you about some exciting initiatives that can be assets to your business. On Oct. 4, Bridgestone Firestone North American Tire, LLC (BFNT) and the National Football League (NFL ) announced they have entered into a multi-year integrated marketing partnership that designates the Bridgestone Brand as the first-ever Official Tire of the National Football League. This partnership with the NFL allows BFNT to join forces with America's most popular sport and reach millions of loyal fans who want the same things out of their favorite teams as they need from their tires excellent performance, endurance and toughness. In addition to this new national partnership with the NFL, we will continue to gain benefits from our other existing national partnerships with the PGA TOUR, World Golf Championships Bridgestone Invitational at the Firestone Country Club and the Champ Car World Series. The Bridgestone Brand will continue to serve as the Official Tire of the PGA Tour and the Champ Car World Series, while the company's Firestone brand will continue its status as the Official Tire of the Indianapolis 500 Mile Race and the IndyCar Series and IndyPro Series. Rest assured, we'll be sharing more about our relationship with the NFL and how you can use this strategic initiative to enhance your business. While the NFL relationship is big news, don't miss other great stories in this newsletter, including the fact that the Bridgestone Blizzak is now The Official Tire of Winter. For those of you who sell winter tires you are well aware of the great reputation Blizzak has earned in the marketplace and the official tire status is another opportunity to talk with customers about the tire's technology and history of A Note from John Gamauf innovation. Our Ultra High Performance (UHP) training initiative is also highlighted in this edition of inroads. Congratulations to those of you who have already participated in the UHP training. You have learned firsthand the benefits of understanding and reaching the customer in this influential market segment. As we develop next year's training we will keep you informed, so you may participate if you haven't already done so. This newsletter also features a story on a magnificent milestone marked by Wittlin's Service Inc. (Menomonee, Wis.) commemorating an incredible 100 years of operation! Celebrating a century in business is no small feat, and in today's competitive business environment this is not only a true testament to the customer service offered by Wittlin's but also to hard work and determination by the entire Wittlin family. Don't miss the sidebar story featuring some of John Wittlin's tips for business success. As you know, great business and relationships are built on mutual trust and understanding. That is why, we are continually looking for ways to help you grow your business by offering many tips, tools and programs. I hope you will take a minute to let us know how we are doing. Included in this edition of inroads is a call to action for you to take a brief survey on the publication. Please take a minute to log on to Entirenet and let us know what we can do to better serve you. Our dealer family continues to grow and thrive because people buy from people. A simple statement from the book The Five People You Meet in Heaven brings the concept of family into perfect focus: Strangers are just family you have yet to come to know. In other words, we are all strangers until we meet one another. I challenge you to live true to this simple statement and if you do, I bet your customers and family will increase exponentially. Best regards, John Gamauf President of Consumer Tire Replacement Sales continued from page 1 honored to host a visit with Mr. Andretti and to share our excitement with so many members of the community. In an effort to give back to the community, the day s event also included a charity raffle that raised $2,000 for two local organizations. Wittlin s also sold food and raffle tickets for items such as sets of tires, a weekend getaway at a water park and an ipod. Guests exchanged many memories during the celebration. Wittlin laughed as he shared a favorite story from the 1920s when his grandfather ran a gas station, a car repair service, a tire sales company and a cabin rental business. A sign to entice travelers touted Running Water in an attempt to lure visitors to the cabins to enjoy some modern conveniences. In reality, the running water was Wittlin s father running from cabin to cabin with a bucket of water. Needless to say, the business now has real running water and all other modern-day conveniences to make it a top shop for all things automotive Wittlin s Top Tips for Business Success John Wittlin cites three rules that his family has used for more than 100 years to build and maintain a successful business: Treat customers as you would want to be treated yourself. Offer products that are tried and tested, not ones that are off-brand. Provide products and service at a fair price that people will come back for again and again.

3 Fall2007 inroads 3 continued from page 1 Consumer Tire Replacement Sales, BFNT. The NFL has great loyal fans who demand the very best from the teams and products they support. These fans are a perfect fit for our brand. Bridgestone is a world leader and a premium tire choice for drivers with higher standards, which is why we say, For drivers who want to get the most out of their cars, it s Bridgestone or nothing. The partnership agreement also includes trademark rights and broadcast and online media elements. BFNT plans to support the NFL partnership with an integrated marketing plan including national advertising and consumer marketing programs and promotions. The Bridgestone brand, with its passion for excellence and focus on high performance, is a perfect partner for the NFL, said Peter Murray, the NFL s Senior Vice President of Partnership Marketing and Sales. We look forward to working with the company to build both our global businesses and bring our fans and their customers closer to the NFL through new and innovative ways. This is a tremendous opportunity to elevate the Bridgestone brand to new heights of consumer awareness and visibility, said Gamauf. To be able to partner with an organization as successful and dynamic as the NFL opens up a new world of possibilities to continue to strengthen our brand loyalty, bolster our marketing support for our family of retailers and reach out to millions of new consumers who are loyal to the NFL and its prestigious roster of official sponsors. Feature Bridgestone Brand Marketing Drives Success in Tires, Golf and Overall Brand Awareness What a moment! The great Tiger Woods pumping his fist in the air after winning the World Golf Championships (WGC)-Bridgestone Invitational at the historic Firestone Country Club in Akron, Ohio. The scene was especially sweet if you sell Bridgestone- and Firestone-branded tires. Thanks to Woods and the popularity of the PGA TOUR, the Bridgestone and Firestone brands were at the center of the sporting universe in early August as the world s greatest golfers converged on Akron to battle for the prestigious winner s trophy at the WGC Bridgestone Invitational. Thousands of spectators lined the fairways at the Firestone County Club and millions more watched on television. Not many companies can celebrate their heritage and look to the future in this way. We are able to display our two strong brands together on the world s stage in a way that gives us unprecedented exposure for our brands and our products, said Mark A. Emkes, Chairman and CEO of Bridgestone Americas Holding, Inc. and Bridgestone Firestone North American Tire, LLC. The numbers are staggering. The PGA TOUR estimates that there were more than 662 million brand impressions during the U.S. telecasts and another 393 million brand impressions on international television broadcasts. More than 1,200 reports on U.S. television during tournament week resulted in another 121 million impressions. Sponsorship of the Bridgestone Invitational is a key component in the comprehensive plan to make Bridgestone the clear-cut leading premium tire brand in the country. The commanding Bridgestonebrand commercials are also an integral part of this strategy to increase consumer awareness and, as a result, drive customers to the stores! The tag line sums up the Bridgestone-brand positioning, For drivers who want to get the most out of their cars, it s Bridgestone or nothing.

4 4 inroads Fall2007 Superior Traction for the Life of the Tire Truck & Bus The new Bridgestonebrand L320 on/offhighway joined all the tread elements, drive radial delivers superior traction ideal for your construction customers who work in mud and muck. You may have heard the criticism: Customers complain that on/off-highway tires lose bite as the tread wears, reducing effectiveness on soft surfaces, such as mud and snow. Tie bars make L320 different, Image One creating a greater number of block edges to bite into mud and snow. The last image shows the L320 with 6/32 of tread depth remaining the point helping maintain grip for the life of where many fleets Image Two the tire. To fight irregular wear, pull the drive tires for retreading. stabilizing tie bars link tread blocks to their neighbors. As the tire wears and becomes shallower, the tie bars become part of the tread pattern, creating additional edges to bite into soft surfaces, further enhancing soft-surface traction. The tread images (right) illustrate how L320 retains its grip as the tread wears. The first image is the L320 with 31/32nd of new tread. You ll notice the tie bars are easy to identify. Image Three In addition to superior softsurface traction, the aggressive block radial promotes tire life and enhanced retreadability. Tough tread compounds resist cuts, chips and tearing, while fighting heat build up so the L320 on/off-highway drive radial can be used at sustained speeds to 65 mph. L320 uses four steel belts and an all-steel casing for enhanced retreadability. The new L320 is available in The second image is after 11R22.5 and 11R24.5 sizes, both in Image Four 12/32 of wear the tie bars G and H load ratings, and linking the center blocks have created a zigzag lug. The third image is after 21/32 of wear with 10/32 of tread remaining. The tie bars linking the tread horizontally have 12R22.5 in H load rating. For more information on the L320 on/off-highway drive radial, ask your Bridgestone Firestone representative. Castroneves Takes to the Dance Floor IndyCar Series star Helio Motorsport Castroneves traded in his Firestone Firehawks for dancing shoes on ABC s Dancing with the Stars! The popular weekly competition, which kicked off Sept. 24, airs Mondays and Tuesdays this fall. Castroneves is teamed up with Julianne Hough, last year s winner who was paired with Olympic skater Apolo Anton Ohno. Keep watching the show for more of Castroneves. Where s Mario Where s Mario? Mario prepares to cut the ribbon at the grand opening of Highway 10 Tire & Auto in St. Cloud, Minn., with dealer Jim Malone. Wayne and Diane Moser of BAST Tire in Waterloo, Ontario, Canada, receive plaques commemorating 30 years in business. Pictured with the Mosers are Dave Scheklesky (l), General Manager for Commercial Truck Tires Bridgestone Firestone Canada Inc. (BFCA), and Jim Schmidt (r), General Manager for Consumer Sales, BFCA. The Mosers also had the opportunity to meet Mario Andretti at this special event!

5 Fall2007 inroads 5 Are You In? Feature There are definite advantages to being part of the in crowd. Just ask one of Bridgestone Firestone s Ultra High Performance (UHP) dealers participating in UHP training. Bridgestone Firestone North American Tire, LLC (BFNT) continues to educate these dealers and their sales teams about the highly competitive and rapidly expanding UHP tire market segment. Whether it is working with people through our retailers, car clubs or as original equipment providers, we are staking out a leadership position in the UHP tire market, said Dave Gardner, Manager, UHP Marketing and Education, BFNT. Through our Ultra High Performance certification education program, we re going the extra step to equip our dealers with the tools they need to understand the high technology built into these tires. Dealers can then help their customers choose the right tires for their vehicles to maximize performance. UHP specialists from BFNT embarked on a 37-city tour this year to visit dealers across the country to help them better understand the market and the customer. Dealers requested this training to help position their businesses as the place to go for the best UHP products and service. To date, more than 1,000 dealers and their teammates from more than 100 retailers nationwide have successfully completed the UHP certification program. In addition to the inperson training, BFNT also launched in the spring of 2007 to offer enthusiasts the latest information about the company s UHP activities and product news. The site gives visitors the chance to post questions to the UHP FAQ bulletin and to review technical product information. Racing and car club information are also just a mouse click away on this onestop site for consumers Ultra High Performance needs. We want to be the clear choice for consumers who want to get the most out of their vehicles. That means providing topnotch UHP products and the information they [consumers] need to make the best buying decision, said Gardner. We also want to make our retailers aware of special offers, new products and car club activities that are of high interest to UHP enthusiasts. We want to be a valuable resource to our customers for all things UHP. BFNT also continues to strengthen its partnerships with premier car shows and select car clubs in an effort to increase the company s visibility with key customer groups. In 2007, BFNT sponsored select national and regional events for clubs such as BMW Car Club of America, Ferrari Club of America, Mercedes Benz Club of America, National Council of Corvette Clubs, Porsche Club of America and the Sports Car Club of America. BFNT also participated in various automotive events including the Concorso Italiano in Monterey, Calif., and SCCA s Solo National Tour and National Championship. To the performance enthusiast, BFNT s UHP products are synonymous with innovation, quality and leading-edge technology. Dealers seeking to become part of the in crowd by gaining UHP certification and education should contact Dave Gardner at gardnerdave@bfusa.com.

6 6 inroads Fall2007 Bridgestone Blizzak is Now the Official Tire of Winter Consumer When the weather outside turns frightful, motorists turn to the tire that makes driving delightful: the Bridgestone-brand Blizzak tire, The Official Tire of Winter. Introduced in 1992, the Bridgestone Blizzak was originally developed in the 1980s for the Japanese market as manufacturers searched for a tire that could provide superior grip in snow and ice without the need for studs. The Bridgestone Blizzak then became the first dedicated snow and ice tire available in North America, sparking a winter tire revolution and setting the standard for stability and handling in adverse winter driving conditions. Proprietary innovations such as its patented Multicell tread compound have helped make the Bridgestone Blizzak the winter tire of choice for millions of drivers for more than 15 years. And it has ensured that the one-horse open sleigh will forever remain an outmoded means of winter transport! We ve coined the Blizzak The Official Tire of Winter to emphasize that Bridgestone remains the leader in developing superior winter tire technology and products to meet the ever-changing needs of consumers, said Phil Pacsi, Vice President, Consumer Tire Marketing, Bridgestone Firestone North American Tire, LLC (BFNT). We re proud to say the Bridgestone Blizzak family of tires is available in more sizes to fit more vehicles than any other winter tire sold in North America. The new brand slogan, which will appear in Bridgestone Blizzak promotional campaigns this year, was also inspired by the Rocky Mountain Automotive Press (RMAP) group, an organization of professional automotive journalists who live and drive in the diverse and rugged Rocky Mountain region. The group named the Bridgestone Blizzak the official tire of RMAP in Earlier this year, Bridgestone welcomed a new addition to the Blizzak family of tires, the Bridgestone Blizzak WS60. Featuring BFNT s UNI-T technology, the tire also incorporates the latest winter tire advancements such as an exclusive Tube Multicell compound and NanoPro-Tech technology that work in concert to wick water away from the tire s contact patch and improve tread flexibility for better grip on snow and ice. New Dueler Added to Bridgestone Brand Family Consumer The new Bridgestone-brand Dueler A/T 695 with patented UNI-T technology is a tire that tackles tough road conditions without making you tough it out in the driver s seat. Designed for pickup trucks and sport utility vehicles (SUVs), the all-terrain tire delivers great on-road handling and dependable wet, mud and snow traction. Our new Dueler tire incorporates technologies and compounds that work together to provide all the grip you ll ever need, said Phil Pacsi, Vice President, Consumer Tire Marketing, Bridgestone Firestone North American Tire, LLC (BFNT). Our engineers have made the Dueler A/T 695 ride especially smooth, quiet and comfortable so consumers have what they want and need in this new tire. The Bridgestone Dueler A/T 695 features a two-in-one tread block design that contributes to on-road stability and handling, a silica-based tread compound to aid wet traction, open shoulder slots to promote water evacuation and interlocking tread notches. It also boasts aggressive off-shoulder tread blocks to add extra bite in the snow and mud. Meanwhile, the tire s noiseoptimized tread pattern provides a peaceful, gentle ride without sacrificing traction or treadwear. The Bridgestone Dueler A/T 695 is now available in 21 sizes (R, S and T speed rated), ranging from15 to 18 inches, to fit most popular light trucks and SUVs. The new Dueler tire carries a UTQG rating of 460 for treadwear, A for traction and B for temperature, and comes with the company s 50,000 Mile Limited Treadwear Warranty. All sizes carry the Bridgestone Platinum Pact 3-Year Replacement Limited Warranty and Buy & Try, 30-Day Guarantee. The Bridgestone Dueler A/T 695 replaces the Bridgestone Dueler A/T 693. The new tire is part of a complete family of Bridgestone-brand Dueler products designed to comprehensively cover the very specific needs of today s sophisticated light truck and SUV driver.

7 Fall2007 inroads 7 Bridgestone Tires Available on Lexus LS 600h L OE Bridgestone-brand Turanza EL42 tires have been selected by Lexus as original equipment for the car company s all-new LS 600h L luxury sedan, the world s first full V8, all-wheeldrive hybrid vehicle. The all-season Bridgestone Turanza EL42 tires in size P245/45R19 98V combine sleek styling, premium comfort ride quality and quiet sound with great performance in dry and wet conditions. The 2008 Lexus LS 600h L powertrain combines a 5.0-liter V8 gas engine with two powerful electric motors, providing the vehicle with an unmatched balance of environmental efficiency and performance. With a Super Ultra-Low Emission Vehicle (SULEV) rating, the LS 600h L has nearly 70 percent fewer smog-forming emissions than vehicles with a conventional internal combustion engine. Bridgestone Firestone is proud to support vehicles that minimize fuel use and environmental impact, said Michael Martini, President, NA Consumer OE, Bridgestone Firestone North American Tire, LLC. We salute Lexus for advancing hybrid technology to an exciting new level that proves you can have high performance with low emissions. Vehicles like the LS 600h L are critical to ultimately reducing America s dependence on oil. Bridgestone Corporation is a tire supplier for Lexus vehicles and has been since 1989 when the first Lexus model sold in North America, the LS 400, was outfitted with tires from Bridgestone. Many current Lexus luxury vehicles including the LS, GS, ES and IS sedans, SC coupe, GX utility vehicles, and GS 450h hybrid feature Bridgestone-brand tires as original equipment. Debbie Lea, owner of Lea s Tire & Automotive, Inc. helps decorate for the Livingston Youth & Family Counseling Charity Golf Tournament. Dealer Bridgestone Firestone and Lea s Tire & Automotive Tee Off for Good Cause When it comes to both tires and golf, it s all about drive. That s what golfers discovered when they participated in the Livingston Youth & Family Counseling Charity Golf Tournament held this June in South Louisiana. The annual tournament was organized by Bridgestone Firestone North American Tire, LLC (BFNT) dealer Lea s Tire & Automotive, Inc. and sponsored by BFNT and Consolidated Tire & Oil (CTO), one of the key distributors in the area. We could hear people buzzing about the tire giveaways and asking about the products, said Debbie Lea, owner of the Denham Springs, La., tire and service store. The involvement by BFNT and CTO this year definitely drew more people than in previous years. We re hoping next year will be even bigger and better. Lea organizes the annual charity golf tournament which supports the Livingston Youth & Family Counseling Center, an organization that provides counseling services to children and families who have suffered from abuse. While Lea has been involved in the organization and golf tournament for several years, this is the first time she reached out to BFNT for support. When approached to support this year s tournament, BFNT Senior Area Sales Manager Jeff Tillman immediately agreed to help. Thanks to the help of Carl Douglass, General Manager Key Accounts, BFNT sponsored a team of CTO players and donated two sets of Bridgestone Turanza EL400 tires that were raffled off along with a set of Bridgestonebrand golf clubs and bag. The event raised $11,400 for the Livingston Youth & Family Counseling organization. This was an opportunity to get involved in our local community while supporting a very worthwhile cause, Tillman said. Our involvement also gave the Bridgestone and Firestone brands great exposure, which will hopefully lead to even more business for our dealers.

8 8 inroads Fall2007 Racing, Romping are Back in Style at Detroit s Belle Isle Motorsport Bridgestone Firestone North American Tire, LLC and its operating unit Bridgestone Firestone Original Equipment (BFOE) recently teamed up to help bring back the roar of race cars and the laughter of children to Belle Isle, a unique community park near downtown Detroit. Firestone, the official tire of the IndyCar Series, sponsored the Detroit Indy Grand Prix presented by Firestone on Sept. 2. Bringing racing back to Belle Isle, where open-wheel cars competed from , is a success story for BFOE and other prominent Grand Prix partners, including the Downtown Detroit Partnership and Bosch. Race week also marked the grand opening celebration for a rejuvenated children s playground on Belle Isle, thanks to the efforts of BFOE and Bridgestone Firestone Diversified Products (BFDP). All 2,700 square feet of play space is canvassed with an environmentally friendly Flexi-Pave surface, an impact-absorbing material made from recycled tires and manufactured by BFDP. The porous, flexible and durable Flexi- Pave surface allows rainwater to pass through and return to the water table. We hope the Belle Isle playground offers a legacy we can leave behind for area children, said Michael Martini, President, NA Consumer OE, BFNT. Helping bring the Belle Isle race back to Detroit is part of our contribution to the community, but creating a place for healthy, outside play is a special treat we hope families will enjoy for years to come. For more than a century, Belle Isle has helped bring families closer together through play, discovery and leisure, said Alicia Minter, General Manager-Operations, Detroit Recreation Department. The playground is a wonderful gift that our youngsters will enjoy for years to come. Peoria Tire s Rieker Goes the Distance for Charity Dealer Elizabeth Rieker says she s part of two families: her own family and the family at St. Jude Children s Research Hospital based in Memphis, Tenn. A fourth-generation employee of Peoria Tire, a Bridgestone Firestone North American Tire, LLC dealer, Rieker lost a close family friend to leukemia when they were young. As a result, the Rieker family has been involved with St. Jude for 25 years and has recently focused on the St. Jude Memphis to Peoria Charity Run. I got involved because the run ties back to our family and our business. We care very much for these kids, said Rieker. My dad s passion for St. Jude and for this particular event made me want to be included in what I saw as a very close-knit St. Jude family. Before the run started, Rieker and her team toured the hospital where they were given t-shirts designed by a St. Jude patient. In what Rieker describes as a very emotional experience, hospital staff then allowed the patient to leave his hospital room to run with the teams as they left the Memphis headquarters for Peoria, Ill., the St. Jude Midwest Affiliate. The run is a three-day event held each August. This year, with Rieker in the pack for her second time, 160 runners were divided into two teams that alternated running throughout the relay-style run to cover a total of 465 miles between Memphis, Tenn., and Peoria, Ill. It is just an amazing experience. We have a lot of fun knowing we re raising a great deal of money while being part of a big, loving family, added Rieker. The most overwhelming part is the family feeling you get. It s a hard feeling to describe. Rieker raised $13,600 for the event. BFNT s donation included the use of a motor home, valued at $2,000, which was used by runners for stops along the road, and a $2,000 cash donation for the St. Jude Hospital. The total raised by event participants and a local telethon tallied $4.6 million. Elizabeth Rieker, center, stands with her proud parents, JoAnn and Tom, at the St. Jude Hospital.

9 Fall2007 inroads 9 Dealer Spotlight Let us hear from you. If you would like to highlight a dealer or your store(s) for a Dealer Spotlight in a future issue of inroads, please contact Susan Sizemore at (615) Peoria Tire s Sam Rieker, Tom Sauder, Elizabeth Rieker and Tom Rieker (l-r), proudly stand in front of their store, the oldest independent tire dealer in Peoria, Ill. Fourth-Generation Family Continues to Influence Business At the age of 86, Peoria, Ill. s oldest independent tire dealer is still going strong. That s a good thing for the fourth generation that is quickly learning the ropes. Peoria Tire and Vulcanizing Co. started with one location in 1921 and added a second store, East Peoria Tire, in As the businesses grew, so did the family, with each person taking a more active role. These dedicated family members, the faithful employees and a commitment to the customer are what Peoria Tire owner Tom Rieker points to when asked about the company s keys to success. We just don t put in a couple of hours and then hope the business runs by itself, said Rieker. We really put in the hours and have a family member at both stores every day. We ve had chances to buy additional stores but want to be there for the customer when they need us. We don t want them to say Oh, he s gone again. Rieker and his brother-in-law, Tom Sauder, operate Peoria Tire, while Rieker s two brothers, Mike and Jim, manage the East Peoria Tire store. Their father, Fred W. Rieker, is partially retired at the age of 79. As a Bridgestone Firestone North American Tire, LLC (BFNT) dealer since 1960, Rieker says BFNT is the family s mainstay when it comes to tire offerings for passenger cars and light trucks. Twenty years ago, the Peoria Tire store upgraded to a more modern building in order to provide better service. Both stores OE Bridgestone-brand Turanza EL40002 Tires Standard on 2008 Chrysler Town & Country Limited When the all-new 2008 Chrysler Town & Country Limited rolls into U.S. and Canadian showrooms this fall, it will be fitted with tires from Bridgestone Firestone North American Tire, LLC. BFNT will exclusively supply the vehicle with specially tuned Bridgestone-brand Turanza EL tires in size P225/65R17 100T. The Bridgestone Turanza EL in size P225/65R17 100T will also be optional equipment on the Chrysler Town & Country Touring and the Dodge Grand Caravan SXT. The Bridgestone Turanza EL is a T- speed rated, all-season, premium luxury touring original equipment tire engineered are now more efficient, with the East Peoria Tire location having moved to a new building seven years ago. The fourth generation of the Rieker family is now actively involved in the business, with 23- year-old Elizabeth waiting on customers, doing office and computer work, and unloading the weekly freight truck. Michael, 32, has worked at the East Peoria Tire store for 18 years, while Sam, 21, has worked at that location for seven years. To date, 11 Rieker family members have worked at the two family stores. Tom Rieker easily names more than seven employees who each have at least 30 years of experience at the stores. He singles out one former business partner who worked with the family for 67 years until he retired at the age of 84. A former office manager clocked in nearly 40 years of dedication, and the current manager celebrates 37 years of service this year. Rieker says the company works to offset competition from larger retailers by giving more personalized service. Special touches include knowing customers by name and having free loaner vehicles that customers may use while waiting for their vehicle. Not surprisingly, Peoria Tire and East Peoria Tire both have a great repeat customer base. Our customers kids are now coming to us, so our reputation for customer service is getting passed to the next generation, said Rieker. We try to do what s right by leading an honest, upright business with a very close family. We ve been so fortunate and blessed over the years. with the company s exclusive UNI-T technology. The tire delivers performance attributes drivers will appreciate, such as practical all-season traction capability, enhanced ride comfort and reduced noise levels. The all-new 2008 Dodge and Chrysler minivans offer customers a family room on wheels for just about every lifestyle and price point. The vehicles boast 35 new or improved features, including a 4.0L V6 engine paired with a minivan-first six-speed transaxle, more standard equipment including standard all-row side curtain air bags and Electronic Stability Program (ESP).

10 10 inroads Fall2007 CFNA More Than Just Good They re GREAT! CFNA Recognizes Good Guys Tire and Auto Repair Center Good Guys Tire and Auto Repair Center has proven that hard work and motivation can certainly pay off. The company is recognized by Credit First National Association (CFNA ) for outstanding performance in the credit card program. For more than 30 years, Good Guys has been delivering superior products and services through the Central California Valley. When Good Guys joined the CFNA credit card program in April 2005, the company s President, Scott Shubin, made a commitment to grow his business, knowing that success could never be reached without setting goals. With the help of its dedicated CFNA Field Sales Manager Mike Quartararo, Good Guys continues to support CFNA s credit card solution. The team recognizes the benefits of the private label credit card program and what it can do for its business. Shubin has lead his company to be one of CFNA s top producers in the country. According to Quartararo, Good Guys has done an outstanding job with the CFNA card. For 2006, Good Guys experienced CFNA credit sales in excess of $1.2 million and are on pace in 2007 to exceed $2 million. The average numbers of processed, completed and purchase-activated accounts have also doubled from prior years. Good Guys success has proven that even tire and auto repair centers located in small regions can prosper with the CFNA private-label credit card. Today, Good Guys is not only reaping the rewards of increased sales and purchase activation, but is also building strong customer relationships for life. The CFNA credit card program delivers significant value by not only creating customer loyalty, but by enabling dealers to build their brands and strengthen store profits. Shubin has earned the respect and admiration of his teammates, who work together to set goals and improve the business. Quartararo s commitment to providing world-class credit solutions has also contributed to the success of Good Guys. Check out the CFNA system to see how it can provide value to your customers and your business. Student Producers Take Safety to a New Level Feature Hundreds of talented students nationwide entered creative and compelling traffic safety videos in the firstever Bridgestone Safety Scholars Video Contest. Supporting safety education is an important priority for our company and these videos went above and beyond our expectations, said Christine Karbowiak, Vice President of Public Affairs, Bridgestone Americas Holding, Inc. (BSAH), the parent company of Bridgestone Firestone North American Tire, LLC. The contestants showed amazing originality and did a great job of creating videos that were not only informative but fun to watch as well. The teen entrants, ages 16-21, were challenged to submit an original video, oneto-three minutes in length, which would compel viewers to be more safety-conscious while driving. Video topics included: seat belt usage, tire safety and avoiding invehicle distractions. From more than 300 U.S. student entries, only 10 finalists were chosen to compete in this year s scholarship contest. The top 10 videos, as selected by the judges, were posted on YouTube.com and SafetyScholars.com, the official contest Web site. Three winners, who each received a $5,000 college scholarship from BSAH, were then selected from among the top 10 finalists via online voting. The contest site collected more than 8,000 total votes before the top three winners were determined. In just a three-week period, the Safety Scholars Web site received more than 1 million hits and more than 90,000 page views. To see the winning videos and learn more about on the scholarship winners, visit Stay tuned for more information on the Bridgestone Safety Scholars initiative and other safety education programs as Bridgestone Americas continues to solidify its position as a leader in safety education. Driver s Edge Driver s Edge Founder Speaks at AutoWeek Safety Forum Driver s Edge founder Jeff Payne joined an impressive list of automotive safety experts for the AutoWeek Safety Forum, which focused on finding solutions to reduce the alarming number of catastrophic vehicle crashes involving teen drivers. The forum was held recently near Detroit. Payne s compelling presentation was met with applause and nods of agreement as he discussed ways to improve how teens are taught to drive. Other presenters included Dr. Ricardo Martinez, Executive Vice President, Medical Affairs and Regional Medical Officer, The Schumacher Group and former head of the National Highway Traffic Safety Administration; George Ayres, President and COO Skip Barber Racing School; Ronn Langford, President and Founder, MasterDrive; Kenneth Thom, President and General Manager of Bob Bondurant School of High Performance Driving; and Kyle Petty, Driver and CEO of Petty Enterprises. Teens, parents, industry professionals and driving instructors from across the country attended the inaugural Forum. Watch for more information in AutoWeek on upcoming Safety Forums.

11 Fall2007 inroads 11 Editor s Note: Driver s Edge was also recently featured in news outlets including USAweekend.com, the Detroit Free Press and The Charlotte Observer. Road & Track Jim Hall took interest in Firestone s Legendary Drives and wrote, Whether you are out for an afternoon drive or traveling coast to coast, m can help you make the most of your time behind the wheel. The website offers information on the best scenic drives and winding roads, automotive museums and the Interstate system for each of the 50 states plus you can send in photos of your road trip to be posted on the site. (August 2007) First place winner Casey Stoner shows his form as he takes a corner at the MotoGP event. In the News Look at what others are saying about Bridgestone Firestone North American Tire, LLC and its products! Newsweek Stephanie Schaerr recommends upping the cool factor by registering for Driver s Edge, a course given by real-life racecar drivers. And, she writes, the sessions are free, thanks to donations, grants and corporate sponsors like Bridgestone. (July 2-9, 2007) TheChronicleCars.com Mike Covello said in his review of the new Subaru WRX The limited slip rear differential and symmetrical AWD make this car a remarkably capable vehicle in the wet, rain or snow. Put a set of Bridgestone Blizzak snow tires on it and you can even power up steep, unplowed driveways like mine. (May 29, 2007) AutoWeek Jonathon Wong wrote about the new Bridgestone Blizzak: Bridgestone introduces its WS60 with a new tread compound and updates to its Tube MultiCell tread system. An additive called RC Polymer is mixed into the tread compound to improve tread flexibility for better wet and snow grip. (Oct. 1, 2007) Bridgestone Brand Sweeps the Competition Motorsport The Bridgestone brand is making a habit of clean sweeps in one of the world s most prestigious motorcycle racing circuits. For the third time in 2007, Bridgestone-brand tires captured the top three spots at a MotoGP event, with the most recent being held at Mazda Raceway Laguna Seca near Monterey, Calif., in July. Australian Casey Stoner started from the pole position and led from start to finish in the 32-lap race on a Bridgestone-shod Ducati. Ultimately securing the 2007 MotoGP World Championship on Sept. 3, Chris Vermeulen, another Australian, took second on a Suzuki sporting Bridgestone tires, with Italian Marco Melandri following in third place with Bridgestone tires on his Honda. Bridgestone Firestone North American Tire, LLC teammates Bob Graham, Steve Turner, Mike VanSicklen and Brian Davenport hosted 120 guests, including AutoMatters.net Jan Wagner participated in the Drive & Learn in San Diego. He wrote, The BMW we all shared was fitted with Bridgestone Potenza RE-01R with UNI-T Technology tires. These tires were designed for high performance on the street and track, and are targeted towards enthusiast drivers. As we would soon learn, they stick very, very well. (August 2007) OffRoadBigBear.com Veteran journalist and race car driver Don Alexander wanted to evaluate the Firestone Destination M/T as part of a story on the Top Ten mud terrain tires. Here s how the tires fared: After a little research, the Destination M/T seems to have a great reputation among hardcore four wheelers, especially among the Land Rover/Range Rover Enthusiasts. Since it s pinned for studs, the Destination M/T is also ready to deliver extra grip in winter conditions. All of these features add up to a light truck tire that has what it takes for off-road, all-terrain, allseason performance the Firestone Destination M/T tire has jumped into the 4x4 arena as a serious tire for hardcore four wheelers. (August 2007) mostly motorcycle dealers, at the chalet near the start/finish line opposite of the pit lane. Representatives from Bridgestone Corporation were also on hand, as well as a large service crew to assist the Bridgestonecontracted teams. Broadcast live on the FOX television network, the event was a great success with a three-day attendance topping more than 140,000 fans. In 2008, the United States will host two motorcycle Grand Prix events: one at Laguna Seca in July and another at the Indianapolis Motor Speedway in September. The three riders don their Bridgestone-brand hats following an impressive 1, 2, 3 finish at the MotoGP event.

12 12 inroads Fall2007 BFOR BFOR Sponsors Team for the AEM Construction Challenge Today s construction industry is facing a looming dilemma. Due to the large number of baby boomer retirees, the industry is seeing a growing workforce shortage. One solution is to develop awareness of the industry and its related jobs, and Bridgestone Firestone Off Road Tire Company (BFOR), an operating unit of Bridgestone Firestone North American Tire, LLC (BFNT), has stepped in to help. BFOR has been working with the construction community to help students learn more about careers in the construction industry. This year, BFOR will sponsor a high school team in the first-ever AEM Construction Challenge, an event developed by the Association of Equipment Manufacturers (AEM) in partnership with Destination ImagiNation, Inc., a community-based company working to build creativity and problem solving skills. The Challenge hopes to attract the best and brightest young adults to professions in the construction industry, ranging from manufacturing to in-the-field careers. The Challenge will focus on three areas: awareness of construction related-jobs, construction equipment and manufacturing, and infrastructure awareness. We find that students bring such insightful and fresh outlooks on the world, which is just what the industry needs, explains Shawn Rasey, Executive Director, Off Road Tires, BFNT. As a manufacturer of tires for heavy equipment, we hope that through our sponsorship, more young adults will learn about the great career opportunities in the construction industry. To learn more about the AEM Construction Challenge and how you or a team from your community can be more involved, please visit Editor s Note How Can We Better Serve You? Survey Seeks Feedback for inroads inroads wants to hear from you! A brief survey is now available on Entirenet. Please take a moment to answer a few questions on how we can continue to improve inroads so it better serves your needs. We will review your suggestions and respond accordingly. Thank you! Bridgestone Firestone 535 Marriott Drive Nashville, TN Fall 2007 inroads is a publication produced by Bridgestone Americas Holding, Inc., for its North American Consumer, Truck & Bus Tire Groups to benefit its 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 Americas Holding, Inc.