inroads Bridgestone Firestone North American Tire, LLC June 2008

Transcription

1 inroads Bridgestone Firestone North American Tire, LLC June 2008 Feature page...1, 10 Contact Patch Photo Gallery page...2 page...2 Consumer page...3, 7, 8, 9 Off Road page...3 Ag page...4 Dealer page...5, 7 Motorsport In the News BBTS Education OE page...6 page...7 page...10, 11 page...11 page...12 Feature Bridgestone Americas Brings Style to 2008 Chicago Auto Show Company showcases tire technology, driver safety education and environmental excellence With several certified wildlife habitats across the United States and a contest that inspires award-winning driver safety videos for teens by teens, Bridgestone Americas is making a difference in the many communities it calls home. These two elements combined with an amazing display of technologically advanced Bridgestone- and Firestone-brand tires and open-wheel race cars made the Bridgestone Americas booth a must-see attraction at the 2008 Chicago Auto Show. Throughout the event, visitors to the Bridgestone Americas booth received a firsthand look at the Bridgestone brand s innovative Run- Flat technology, as well as two new members of the Bridgestone-brand family of tires: the Potenza RE760 Sport and Potenza G019 Grid with UNI-T technology. The booth also featured other technological advancements, including the energy-saving Former NFL Tennessee Titan and Dallas Cowboy Eddie George talks with 2007 Safety Scholar winner Sarah Wilson and friend Cameron Thacker at the Chicago Auto Show. The Bridgestone Group s One Team, One Planet theme in its Chicago Auto Show display illustrates the company s global commitment to environmental performance and working together with communities to protect and preserve natural surroundings. Greatec Super Single truck tire and Multicell compound in the Bridgestone Blizzak winter tire. During a special reception before Media Preview Day, the top four winners of Bridgestone Americas 2007 Safety Scholars contest showcased their auto safety videos to automotive journalists from around the country. The contest awarded $5,000 college scholarships for the most compelling and effective teen-created videos that drive home life-saving messages on auto and tire safety. Our company has a fascinating story to tell about our commitment to the community, safety education, cutting-edge tire technology and environmental performance, and we were very proud to share that story with visitors to the 2008 Chicago Auto Show, said Christine Karbowiak, Vice President, Community and Corporate Relations, Bridgestone Americas Holding, Inc. The 2008 Safety Scholars student video contest is now open. Videos will be accepted through June 24. Please visit for more information.

2 2 inroads June2008 Contact Patch First, let me begin by simply expressing my heartfelt thanks to all of my great friends who make up our Family Channel of dealers and to those of you who have sent me well wishes and congratulations on my retirement. Your cards, s and phone calls have meant the world to me. It s been a great ride! I m extremely proud that I spent 39 years at this amazing company. It s the only company I ever worked for. It s the only company I ever wanted to work for. I wouldn t have changed a thing. Along the way I have been helped by terrific teammates and mentors. I started out when I was 17 years old selling tires in a retail store in Chicago where I learned a lot about how to run a profitable tire and service store. Later, when my career led me to the tire company, I worked with many talented people who pushed me, supported me and helped me grow as a business person and understand what I needed to do to help our dealers our partners be successful in a very competitive business. I ve been fortunate to work with a lot of great people and hold many different positions and leadership roles over the years. The toughest and most rewarding position I ever had was managing a tire store. I know how much hard work it takes to cover the long hours, motivate your team, sell tires and take care of your customers. I have great respect for our dealers and how hard you work every day to make your business a success. There s one thing I learned early on in my career: it s all about building relationships with customers. People buy tires from people. We make world-class products, we re leaders in technology and we have iconic brands. But you are one of the most important parts of our business. Bridgestone Firestone is very fortunate to have the best A Note from John Gamauf family of dealers in the tire business. It has been gratifying for me to have had the opportunity to work with so many incredible dealers over the years and watch your businesses grow. I ve seen how you have been involved in your communities and how you have made a difference. As you ve grown, our business has grown, which has allowed us to give back to our communities. We ve done it together. We ve been through some tough times and you stuck with us. We ve also been through a lot of great times and I believe our best days together are still ahead of us. I will never forget your loyalty when it really mattered! I will always cherish the great times: the big events like the Indy 500, our dealer meetings in Vegas or the Super Bowl. I ll also cherish the small get-togethers where we shared a laugh or came up with a new and better way to outsell our competition. We did it together! We are very fortunate to have someone with the talent and experience of John Baratta to move into the position of President, Consumer Replacement Tire, Bridgestone Firestone North American Tire, LLC. John has great vision, experience and passion for our business, and I know you will enjoy working with him and his team in the years ahead. I know John will do an awesome job. Although I m retiring, I m not slowing down. I look forward to seeing many of you down the road at meetings, social functions and races. I wish each and every one of you all the success in the world. In closing, let me again say thank you for your friendship, support and loyalty over the years. You are great partners and the best of friends. With you by my side it has been a great ride. John Johnny G Gamauf President (retired), Consumer Replacement Tire Bridgestone Firestone North American Tire, LLC Photo Gallery Indy car driver Mario Dominguez (right) and former Dukes of Hazzard star John Schneider (left) at the Bridgestone Firestone North American Tire, LLC booth at the Barrett-Jackson Classic Car Auction in Scottsdale, Ariz. The booth showcased Bridgestonebrand high and ultra high performance tires. Visitors to the Barrett-Jackson Classic Car Auction saw a set of wheels very familiar to John Schneider (above left), who played the role of Bo Duke on the popular television show Dukes of Hazzard. The famous General Lee 1969 Dodge Charger Schneider drove on the show was among the many vintage cars featured at the auction.

3 June2008 inroads 3 The Union Consumer of Durability and Strength Continues with New Bridgestone Duravis Tire The Bridgestone-brand Duravis TM M700 HD with exclusive UNI-T technology is the newest addition to the Bridgestone Duravis family of heavy-duty light truck commercial tires. The Duravis line is designed to provide the strength, durability and reliable performance required for tackling the toughest tasks. A commercial-grade light truck all-terrain tire, it is intended for those who venture offhighway in the line of duty. Ambulances, construction trucks, land management fleets even delivery vans have the tough tasks, noted Phil Pacsi, Vice President Consumer Tire Marketing, Bridgestone Firestone North American Tire, LLC (BFNT). The Bridgestone Duravis M700 HD helps the hardest working drivers get the job done and avoid costly downtime. The tire delivers solid traction in snow and mud thanks to an aggressive off-shoulder design and zigzag grooves with stepped block edges while dual sidewall protectors resist cuts and Off Road New Investment Slated for Bridgestone Firestone Off Road Tire Plant Bridgestone Firestone North American Tire, LLC (BFNT) is making a significant financial investment in its Bloomington, Ill., Off Road Tire plant that will allow the plant to produce new off road tire sizes and double the facility s giant loader tire curing capacity. Total capital expenditure is expected to be a minimum of $12 million over the next five years. Fifty new jobs will also be added to the facility in The new investment to bring in curing presses that will double the plant s giant loader tire capacity has already begun. The project is expected to be completed this year. Additional projects that will allow the plant to produce new off road tire sizes and types are currently under review and those details are expected to be finalized in the near future. As we have stated many times, we will continue to invest in our key facilities where there is stability, high productivity and an opportunity to make a reasonable return on investment, said Shawn Rasey, Vice The financial investment will allow the Bloomington, Ill., plant to produce new off road tire sizes and double the facility s giant loader tire curing capacity. abrasions caused by common hazards such as rocks and debris. In addition, its tread design promotes stone ejection to help prevent drilling that can damage the tire s belts and casing. Special compounds, typically used to manufacture heavy-duty commercial truck tires, contribute to the high casing durability of the Bridgestone Duravis M700 HD and in concert with its closed shoulder slots allow the tire to endure demanding service for long periods of time, reducing irregular Shawn Rasey, Vice President, Bridgestone Firestone Off Road Tire Company, speaks to a member of the media during a press conference announcing the significant financial investment in the Bloomington, Ill., Off Road Tire plant President, Bridgestone Firestone Off Road Tire Company. The Bloomington plant is playing an important role in helping the company serve the needs of our customers who demand world-class heavy-duty tires. Global demand for off road tires remains strong. This new investment ensures that BFNT customers will continue to receive the products they need to maintain their success in the global marketplace. We are expanding our capacity to meet our customers requirements now and in the future, Rasey said. With the strong global demand for off road tires, it s clear that our customers can rely on our proven technology and products for all of their needs. We re very excited about this investment in our facility and our ability to better serve the needs of our customers, said Greg Halford, Bloomington Plant Manager. Our team is dedicated to building world-class tires and this will certainly help us compete and win in a fiercely competitive global marketplace. wear and ultimately extending useful life. The Load Range E tire is currently available in several popular light truck sizes including: LT215/85R16 115/112R E LT235/85R16 120/116R E LT225/75R16 115/112R E LT245/75R16 120/116R E LT265/75R16 123/120R E LT235/80R17 120/117R E LT265/70R17 121/118R E LT275/65R18 123/120S E

4 4 inroads June2008 Ag Tread-To-Tread Demonstration Shows Firestone Farm Tire Traction Superior to Michelin Entry Firestone Agricultural Tire (FSAG) recently unveiled a demonstration video that reaffirms its position as the tractor tire leader in the field. The video was created as a direct response to Michelin North America s claim that the traction of the Michelin Agribib R- 1W was equal to, or better than, that of the Firestone Radial All Traction 23 R-1. The Firestone 23 degree R-1 tractor tire has consistently outperformed the 45 degree R1-W, explained Ken Allen, Vice President of FSAG. When Michelin released a video challenging the superiority of Firestone tires and our 23-degree bar design, we decided to conduct a test to set the record straight. Fair and Equal Demonstration Prior to the demonstration, tractors of the same brand and horsepower were weighed, ballasted to compensate for weight differences and tested on a dynamometer for equal power. The rear tires also were inflated to the same pressure, among other measures. In a harvested corn field near Slater, Iowa, the Firestone Radial All Traction 23 R-1 went tread-to-tread with the Michelin Agribib R- 1W. The tires competed in the same field, at the same time, with the same sized tractors. The demonstration involved two drive tractors and an anchor tractor. A cable was attached to the drawbar of one drive tractor, run through a pulley on the anchor tractor, and attached to the second drive tractor. Starting side by side, running in the same gear and at the same RPM, the two drive tractors pulled the anchor tractor along. Drive tractors and anchor tractor during second demonstration. In this configuration, each drive tractor pulls an equal load, yet can float in relation to each other, depending on the grip or slip of the tires they run on, explained Allen. It s really a tug-of-war the tractor with the most traction steadily gains more cable and pulls ahead of the other tractor. The difference in traction is measured by the distance between the two tractors at the end of the run. To ensure a fair outcome, the tread-totread demonstration covered two quartermile runs, with the rear tires switched from one tractor to the other between the runs. Results: Firestone Brand Wins Twice The tread-to-tread demonstration results were exactly what FSAG expected. After the first quarter-mile run, the tractor with the Firestone Radial All Traction 23 tires finished 37 feet, 4 inches ahead of the tractor with the Michelin Agribib R-1Ws. Despite being mounted on the other tractor for the second run, the Michelins didn t fare much better. The tractor fitted with the Firestone tires finished 36 feet, 8 inches ahead of the tractor with the Michelin tires the second time around. When we averaged the two runs, the Firestone tires outpulled the Michelins by 37 feet more than 12 yards during a quarter-mile run, said Allen. That difference is important to the people who buy farm tires. The video and supporting materials from the demonstration are available for download from the Firestone Agricultural Tire Company Web site at Firestone drive tractor at demonstration. Bridgestone Firestone Engineer Wayne Birkenholz explains results at the end of the demonstration.

5 June2008 inroads 5 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, contact the inroads editorial team at (202) or inroads@bfusa.com. Vintage autos arrive at B&B Tire for the Cruisin to the Blues car show. The employees at B&B Tire chatted with car enthusiasts and potential customers during the three-day event. Beatin the Blues with B&B Tire and Bridgestone Firestone Hosting a local car show kept customers knocking at this Montana dealer s door What do you do when your town shuts down the street where your business is located for a three-day festival? Join in the celebration, of course! That s what Wiley Taylor, president of B&B Tire Company in Billings, Mont., decided to do when a promoter started the Magic City Blues Fest several years ago. Each August, the city closes Montana Avenue, a one-way street through downtown Billings, for the festival. As the only retail outlet at the end of Montana Avenue, B&B Tire was losing store traffic and, consequently, sales during the long weekend. With a little help from Bridgestone Firestone North American Tire, LLC and a lot of cooperation from his dedicated staff of seven and his friends in the community Taylor started the Cruisin to the Blues car show as a community outreach event. It s a pretty amazing event, Taylor said. We have a lot of fun and the residual effect of the show is that, even to this day, people who attended or entered a car in the show are still coming in as customers, even if they never did business with us before. Cruisin to the Blues attendees get free T- shirts emblazoned with the show s theme (last year it was a 1968 Chevelle), BBQ lunches and prizes for their vehicles. Taylor also coordinates with BFNT to use its tents, giveaway items and B.E.S.T. trailers and show cars, such as IndyCar driver Marco Andretti s vehicle. Taylor also publicizes the show extensively, distributing flyers, sending invitations to past car-show participants and booking a live two-day radio remote and advance radio commercials through a local radio station. Taylor has also added a charitable component to his activities surrounding the Bridgestone Firestone s BEST trailers and more than 30 cool cars on-site helped make Cruisin to the Blues a fun-filled event for the Billings community. show. In 2007 he charged a small entry fee for the car show and gave the proceeds to a local charity that provides Thanksgiving meals to needy families. BFNT joined in by matching the donation, allowing Taylor to contribute more than $1,500 to the charity. B&B Tire s event is a classic example of how Bridgestone Firestone can involve our dealers in events that can enhance their image within the local community, said Gary Adams, BFNT Regional Sales Manager. And this is about more than dollars and cents or selling tires. It s about building a reputation for B&B Tire and Bridgestone Firestone within the community. When the annual event is completed, the cars have all been driven away and the employees are back behind the counter, Taylor says all the planning and preparation behind the event is absolutely worth it. To learn more about Bridgestone Firestone s B.E.S.T. trailers and marketing materials, contact your area sales representative. About B&B Tire Company B&B Tire is a three-bay, family-owned shop started in 1959 by Wiley Taylor s father, Bill Taylor. Bill and Mary Taylor (Wiley s mother) operated the business until Wiley took over in Today, he and his wife, Cindy, run the business. Their son Junior has joined the team to round out the third generation at the company.

6 6 inroads June2008 Motorsport Firestone Indy Lights Name Returns to Open-Wheel Racing Firestone to sponsor renamed IndyCar driver development series Pairing open-wheel racing s past and present to help mold the sport s future, the IndyCar Series and Bridgestone Firestone North American Tire, LLC (BFNT) have a new agreement that makes the Firestone brand the title sponsor of IndyCar s official development series, re-establishing the series name as Firestone Indy Lights. IndyCar development series graduates and current drivers at Homestead-Miami Speedway. Front row, from left: Ed Carpenter, Townsend Bell, Oriol Servia, Dan Wheldon, Tony Kanaan, Marty Roth, Marco Andretti. Back row, from left: Al Speyer (BFNT s Executive Director of Motorsports), Jay Howard, AJ Foyt IV, Dillon Battistini, Hideki Mutoh, Scott Dixon, Robbie Buhl, Roger Bailey. The change is really going back to the future; for 11 seasons BFNT served as title sponsor and exclusive tire supplier to one of the most successful driver development series in American history. Firestone and Dayton brands headlined the Indy Lights 2008 Firestone Indy Lights Schedule *Dates/events subject to change March 29 April 5 & 6 April 27 May 23 June 1 June 21 July 5 July 12 July 19 & 20 Aug. 9 Aug. 23 & 24 Sept. 7 Homestead St. Petersburg Kansas Indianapolis (oval) Milwaukee Iowa Speedway Watkins Glen (doubleheader) Nashville Mid-Ohio Kentucky Infineon Chicagoland Championships from Many of today s top open-wheel competitors and owners including Helio Castroneves, Dan Wheldon, Tony Kanaan, Oriol Servia, Scott Dixon, Townsend Bell, Eric Bachelart and Robbie Buhl cut their racing teeth on the series diverse array of tracks. When the Indy Lights series disbanded after 2001, BFNT continued its strong support for developing open-wheel talent by becoming the Official Tire of the Indy Pro Series which debuted in Aspiring drivers such as A.J. Foyt IV, Ed Carpenter, Jay Howard, Marco Andretti and Hideki Mutoh have parlayed that experience into IndyCar Series rides and successes. This is a fresh start driven by tradition, said Al Speyer, Executive Director of Motorsports, BFNT. Our company has a long history of supporting the development of talent in the open-wheel ranks; this will be our 18th consecutive year doing so. With the unification of open-wheel racing, we thought it the perfect time to merge the excitement of the IndyCar Series growing support with the rich history of Firestone Indy Lights. The multiyear agreement officially renames what has previously been the Indy Pro Series to Firestone Indy Lights. Drivers will continue to compete for the Firehawk Cup awarded annually to the season champion. The Firestone brand also maintains its status as Official Tire of the Firestone Indy Lights series, as well as the IndyCar Series and the Indianapolis 500 Mile Race. In addition, the Firestone Indy Lights event at the Indianapolis Motor Speedway on May 23 was renamed the Firestone Freedom 100. BFNT has been one of the most consistent and loyal suppliers to open-wheel racing; its involvement dates back to even before the very first Indianapolis 500 in 1911, said Tony George, IndyCar Series founder and CEO. I am pleased BFNT so strongly supports bringing back the Firestone Indy Lights brand. History was made at the Bridgestone Indy Japan 300 as Danica Patrick became the first woman to win a major open-wheel racing event. Patrick, #7 Motorola Racing Dallara/Honda/ Firestone, said: The conditions with the lack of rubber out there always make it harder on the tires, but after the first stop, my crew told me that the right rear wasn t even showing cord. That really shows how strong the Firestone tires are and I finally got it across the finish line first IndyCar Series Schedule *Dates/events subject to change March 29 Homestead April 6 St. Petersburg April 19 Motegi April 20 Long Beach April 27 Kansas May 25 92nd Indianapolis 500 June 1 Milwaukee June 7 Texas June 22 Iowa Speedway June 28 Richmond July 6 Watkins Glen July 12 Nashville July 20 Mid-Ohio July 26 Edmonton Aug. 9 Kentucky Aug. 24 Infineon Aug. 31 Belle Isle Sept. 7 Chicagoland Oct. 26 Australia

7 June2008 inroads 7 What a Consumer Concept! Bridgestone Firestone designs Dueler concept tire for HUMMER HX concept vehicle When General Motors (GM) unveiled its HUMMER HX concept sport utility truck at the 2008 North American International Auto Show (NAIAS), it was wearing 35-inch tall Bridgestonebrand Dueler concept tires engineered specifically for the one-of-a-kind HUMMER. The Bridgestone-brand Dueler concept tire features a deep-skid directional tread pattern with large, stiff lugs for excellent traction on a variety of surfaces. The lugs stretch halfway down the sidewall and offer extra grip in deep sand, snow and mud, and protect the tire from punctures during off-road activities, such as rock crawling. Working with the best and brightest minds at HUMMER to bring this tire to fruition was a rewarding experience, said Michael Martini, President, Consumer OE Tire Sales, Bridgestone Firestone North American Tire, LLC (BFNT). The HX concept was a real showstopper and is an exceptional representative of the Duelerbrand family of light truck tires. GM chose to work with BFNT on the HUMMER HX project due to successful past conceptual program collaborations. BFNT is also a primary original equipment supplier to GM with Bridgestone- and Firestone-brand tire fitments on many current production vehicles. In the News Look at what others are saying about Bridgestone Firestone North American Tire, LLC (BFNT) and its products! ABC News 20/20 Mark Cox of the Bridgestone Winter Driving School addresses common myths about driving in severe weather as part of a 20/20 segment. Cox tackles the issue of steering into a skid and warming up a car prior to driving. (April 18, 2008) CBS Without A Trace Just in case you missed it, Bridgestone-brand tires were a part of a case lead on Without A Trace. What about the results from the lab on the tire tracks we found next to her car? The tires are Bridgestone Turanza 225s. They re common on Infinitis and Lexuses. (December 2007) Detroit News A reporter reviewing Nissan s new GT-R lauded the role its Bridgestone Potenzas play in the supercar s super performance. The combination of the GT-R s sophisticated all-wheel-drive system and the ultra-sticky Bridgestone Potenza tires give the Nissan more grip than virtually any other sports car I have experienced. That wealth of traction is the magic ingredient that turns this $70,000 Nissan into a veritable giant killer. (April 2008) History Channel Modern Marvels: World s Strongest III Standing 13 feet tall and weighing in at tonnage equal to a school bus, the Firestone 70/70-57 Super Rock Grip Deep Tread tire is featured by the History Channel during its World s Strongest III episode. As described by the program s narrator, At the Bridgestone Firestone Off Road Tire plant in Bloomington-Normal, Ill., the world s strongest tire is born amidst an ocean of rubber. (March 2008) Toronto Star Shawn Keenan attended the Bridgestone Firestone Drive & Learn event in Phoenix. The Potenza G019 earned the following review from Keenan: the new G019 Grid with UNI-T technology has been rewired for better handling, cornering and all-season traction in wet, dry or snowy conditions. (April 2008) Washington Post In a news brief readers were informed about the Bridgestone Americas Safety Scholars nationwide student video competition. In addition to three college scholarships, creators of the top 10 entries will receive a set of Bridgestone tires. Their videos will appear on the contest Web site and on several video-sharing Web sites. (February 2008) Top Shop Awards Web Site Launched Dealer There aren t Oscars for tire dealers, but Tire Review magazine is now honoring the best independent tire dealers in the U.S. and Canada with its best of the best Top Shop Awards. Building on the success of its first Top Shop Awards program last year, Tire Review launched a new Web site dedicated to all aspects of the prestigious North American tire dealer awards program. The site features complete entry information, key contest dates, prize information, helpful entry tips, a compilation of timely small business-oriented features, and detailed profiles of 2007 finalists and semi-finalists, including several Bridgestone Firestone North American Tire, LLC dealers. In addition, the site features a gallery of images, print ads and TV/radio commercials from 2007 finalists and semi-finalists, and a look at the advertising and marketing the 2007 winner did to celebrate and promote its win. The 2008 contest is now officially open, and entries will be accepted until July 11. Dealers can nominate their own businesses, or others can nominate tire dealer businesses. The Grand Prize Winner will receive a Coats APX90 tire changer, $1,500 in cash, airfare and hotel for two (two nights/three days) to the 2008 SEMA Show, a feature story in the October issue of Tire Review, and a Top Shop trophy to display in its dealership. Three Finalists will each receive a Coats DV tire/wheel balancer (featuring on-board training), $500 in cash, a feature story in the October issue and a finalist trophy.

8 8 inroads June2008 Consumer Bridgestone and Firestone Brands Rack Up More Professional Sports Sponsorships Bridgestone Brand on the Green Brand named Official Tire of the GOLF CHANNEL Bridgestone Brand on the Ice Brand named The Official Tire of the NHL The National Hockey League (NHL) and the National Hockey League Players Association (NHLPA) recently announced a new global multi-year partnership with BFNT and Bridgestone Firestone Canada Inc. (BFCA) in which the Bridgestone brand will serve as the Official Tire of the NHL, NHLPA and the Hockey Hall of Fame. From left, Phil Pacsi, Vice President, Consumer Tire Marketing, BFNT; John Barrata, President, Consumer Replacement Tire, BFNT; and Gary Bettman, Commissioner, NHL; in Toronto to announce the Bridgestone brand as the Official Tire of the NHL, NHLPA and the Hockey Hall of Fame. This is a terrific opportunity to position the Bridgestone brand with a premiere sports league with a large and very loyal fan base, said Phil Pasci, Vice President, Consumer Tire Marketing, BFNT. By partnering with the NHL, the NHLPA and the Hockey Hall of Fame, we see enormous potential to connect hockey fans across the world with our message: for drivers who want to get the most out of their cars, it s Bridgestone or nothing. As part of the agreement, the NHL will grant BFNT and BFCA rights to the League s premier trademarks and provide numerous exclusive promotional opportunities throughout the NHL season and beyond, including: the NHL Draft, NHL Award Show and the 2009 NHL All-Star game. In addition, the Bridgestone brand will be designated as one of four associate sponsors of the international NHL Premiere series. Adding to the long list of current Bridgestone-brand sports affiliations, BFNT and the GOLF CHANNEL have entered into an exclusive partnership that designates the Bridgestone brand as the Official Tire of the GOLF CHANNEL. Under the agreement, BFNT and the Bridgestone brand will have network exclusivity and served as the presenting sponsor of Live from the Masters in conjunction with Bridgestone Golf, Inc. The new partnership further enhances the Bridgestone brand s presence in the world of golf, as the brand is also the Official Tire of the PGA TOUR and the host of the World Golf Championships Bridgestone Invitational played at the Firestone Country Club in Akron, Ohio. The agreement also includes hundreds of Official Tire billboards with the key message to Get the Most Out of Your Game during the PGA TOUR, Champions Tour, Nationwide Tour and Live from the Masters tournaments. Establishing the Bridgestone brand as the Official Tire of the GOLF CHANNEL was a win-win decision, said Gene Pizzolato, Executive Vice President of Sales, Marketing and Business Development for the GOLF CHANNEL. The Bridgestone passion for excellence is right in line with our passion for the game of golf and motivation to customize platforms that will connect our partners to their best customers. Firestone Brand on the Field Brand advertises during Major League Baseball games BFNT announced an advertising agreement with FOX Sports Network for the Firestone brand on the network s Major League Baseball (MLB) coverage. In its last two issues, inroads reported that the Bridgestone brand became the Official Tire of the National Football League (NFL) and the sponsor of the 2008 and 2009 Super Bowl Halftime Shows. Bridgestone Firestone North American Tire, LLC s (BFNT) brands big hits in professional sports aren t stopping at the gridiron! Baseball has a rich tradition as our national pastime. Opening day and opening week are some of the most exciting times for baseball fans, said John Baratta, President, North American Consumer Replacement Tire group. Firestone is an iconic American brand, so I m thrilled that the Firestone brand was there when millions of fans tuned in to hear the umpire shout play ball at the start of the major league season, Baratta continued. During opening day and opening week festivities, the Firestone brand was a presenting sponsor of the 25 MLB teams featured on FOX Sports Network. During the spring, the brand will be featured in more than 2, second advertisements during MLB programming. Further, the Firestone brand will have print ad inserts in the programs of the four premier MLB events during the season: the MLB All-Star Game, the National League Championship Series (NLCS), the American League Championship Series (ALCS) and the World Series. The brand will also be regularly featured in billboards during televised games and highlighted in a custom, animated FOX Box Leaders feature. As part of the advertising campaign throughout the season, the Firestone brand will also be featured in game day programs or yearbooks and in many cases both of all 29 continental U.S. MLB teams.

9 June2008 inroads 9 A squirrel exercises his lungs and counts his blessings that a car passing by is riding on the world-class technology of Bridgestone tires. Rock legend Alice Cooper and his slithery companion confront a speeding car equipped with the precision technology of Bridgestone-brand tires. Bridgestone Firestone Scores Big at Super Bowl Consumer What do Alice Cooper, Richard Simmons and an albino snake have in common? (Hint: They re not in the latest reality show out of Hollywood.) They appeared together in one of two Bridgestone tire commercials from Bridgestone Firestone North American Tire, LLC (BFNT) that debuted during Super Bowl XLII. For the first time ever, BFNT advertised during the big game. And while the New York Giants victory over the New England Patriots was one of the biggest upsets in Super Bowl history, the Bridgestone brand s two 30-second commercials were some of the biggest hits of the night, according to external measurements. More than 140 million viewers, including two-thirds of all U.S. households with TVs, witnessed 20 woodland friends, a fitness icon, a rock legend and his slithery companion experience the world-class technology and precision of Bridgestone tires. Third-party research indicates the Bridgestone-brand commercials were among the top ads of the Super Bowl in terms of: amount of coverage in traditional (TV, radio, newspapers, etc.) and social media (blogs, networking sites, etc.); favorability of coverage in traditional and social media; likeability among viewers (see sidebar); and viewer interest in seeing the commercial again. PETA Notices, Nominates Bridgestone Ad for Glitterbox Award! The Bridgestone-brand commercial in which a driver confidently swerves around a screaming squirrel caught the eye and the approval of PETA (People for the Ethical Treatment of Animals). The ad successfully conveys that animals don t have to be victims of our affinity for the wide-open road, wrote Kristie Phelps, Animals in Film, TV and Advertising Specialist, PETA, in a letter notifying Bridgestone Americas that PETA nominated it for a Glitterbox Award. Every year, PETA gives Glitterbox Awards to businesses whose advertisements depict animals in a positive manner. The winner will be announced in the fall. The creative team needed 6,000 crew hours, 28 animals and two iconic celebrities to create the two humorous, compelling commercials that showcased the performance of Bridgestone tires and reinforced its key message: for drivers who want to get the most out of their cars, it s Bridgestone or nothing. The overwhelmingly positive response to the ads prove they hit their mark. The Super Bowl is America s favorite sporting event with a huge television audience, so it was an incredible opportunity to raise awareness for the Bridgestone brand, said Phil Pacsi, Vice President, Consumer Tire Marketing, BFNT. These commercials used humor and surprise in a very effective way to both entertain and to showcase the performance of Bridgestone tires. In addition to debuting its two new commercials, BFNT was also the title sponsor of Super Bowl XLII s Bridgestone Super Bowl Halftime Show, starring Tom Petty and the Heartbreakers. In 2009, Tampa, Fla., will host Super Bowl XLIII and that game s Bridgestone Super Bowl Halftime Show. Ads a Touchdown with Super Bowl Viewers The Bridgestone-brand Scream commercial with the woodland creatures was a particularly big hit in online rankings of the Super Bowl ads. Among its successes: No. 1 spot from first-time advertiser (No. 3 overall), USA Today Admeter No. 1 spot on SpotBowl.com No. 2 spot on AOL No. 2 spot on AdBowl.com No. 4 spot on YouTube No. 4 spot on CNN.com No. 5 spot on MSNBC.com Not to be forgotten, the Bridgestonebrand ad featuring Alice Cooper and Richard Simmons was selected as the best ad by Entertainment Weekly (Feb. 15 issue).

10 10 inroads June2008 BBTS Firestone in Liberia: Continuing to Rebuild and Reinvest Feature Firestone Natural Rubber Company (FSNR) is excited to announce two recent major developments in its 82-year partnership with the West African nation of Liberia. Teams representing FSNR and the Government of Liberia recently signed an amended investment agreement. The agreement provides the right framework for the continuing partnership between Liberia and FSNR as they work to revitalize the natural rubber industry and help rebuild the country after a devastating 14-year civil war. Following the investment agreement signing, FSNR announced the opening of a rubber wood processing operation, an ecologically friendly and economically beneficial process to utilize rubber trees at the end of their life cycle. This operation will involve FSNR investing additional resources into Liberia. Liberian President Ellen Johnson Sirleaf called the investment agreement a model agreement and one that signifies Liberia, which struggles with an unemployment rate of greater than 80 percent, is again open Bridgestone Group and Bandag Reconfigure Operations, Form New Business Unit The merger of Bandag and Bridgestone Americas last June began the process of building an industry-leading new and retread truck and bus tire business based on the strengths of the two organizations. Their true potential, however, can best be realized by fully integrating Bandag into the global family of Bridgestone companies. To that end, on March 31 Bridgestone Firestone North American Tire, LLC (BFNT) and Bridgestone Bandag, LLC (Bandag) created a single new truck and retread tire business unit Bridgestone Bandag Tire Solutions (BBTS). In addition, Bridgestone Americas GCR Tire Centers and White Tire stores will be united with Bandag s TDS stores, allowing all locations to take full advantage of the commercial service and sales expertise inherent in these groups, which will benefit customers throughout the commercial distribution network. The combined store operations will be a part of Bridgestone Bandag Tire Solutions. To the companies valued dealers, this new structure means three things: higher levels of for business. The most important aspect of the investment agreement is that it benefits all parties. It serves the interests of the government, the Liberian people, FSNR, its employees and their families. The agreement allows FSNR to continue providing nearly 7,000 jobs while also adding at least 500 new jobs for the new rubber wood operation. Moreover, the agreement permits an increase in the income tax rate payable by FSNR from 25 percent to 30 percent, establishes new transfer pricing provisions for dry rubber and latex based on international indices, and makes a number of other changes that allow the government to exercise more flexibility in applying its revenue laws. With these additions, FSNR will not only continue to be among the country s largest taxpayers to Liberia, but it will also provide FSNR with the confidence to continue significant investments in Liberia. Please visit to keep apprised of the progress Firestone Liberia and its employees are making in Liberia. customer service; one business unit responsible for truck and retread tire product and service offerings; and a single, unified voice in the marketplace. BBTS recognizes the value dealers attach to its brands, and it will continue to go to market and service its customers with strong brands. This single new and retread truck and bus tire business will provide programs, services, information and products that will help fleets reduce their operating costs and provide dealers with the opportunity to enhance their businesses. In the course of this reconfiguration, BBTS has streamlined its sales force and consolidated some functions. Singh Ahluwalia has assumed the role of President of the sales and marketing group reporting to Saul Solomon, who is now the President of BBTS. The new division exists to support dealers in their efforts to serve the needs of end-user customers all over North America. Company sales representatives have begun contacting their dealers with additional details about Bridgestone Bandag Tire Solutions. Firestone Liberia donates medical supplies to Grand Cape Mount County through the Liberia Surgical Outreach Program. BBTS Bandag Brand Goes for Gold Over the past 50 years, the Bandag brand (now part of Bridgestone Bandag Tire Solutions) revolutionized the tire industry with its innovative tire retreading business. Now it is celebrating its golden anniversary. Saul Solomon, Bridgestone Bandag Tire Solutions President, presents a $15,000 donation to Captain Quentin Boyle of the Muscatine, Iowa, Salvation Army. The Traveling Banburys, Bandag s allteammate rock band that includes Bridgestone Bandag Tire Solutions President Saul Solomon (left), plays five parody songs extolling the virtues of Bandag products and equipment during the 50th anniversary celebration.

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

12 12 inroads June2008 OE New Toyota Land Cruiser Travels on Bridgestone-Brand Tires In some parts of the world, says Toyota, the Land Cruiser is an essential tool for offroading. The right tire, of course, is necessary to tackle the toughest terrain, and that is why Bridgestone-brand Dueler tires are original equipment on the latest installment of Toyota s legendary sport utility vehicle (SUV). The newly-styled, more-powerful, seventhgeneration 2008 Toyota Land Cruiser is available with Bridgestone Dueler H/T D684 II tires in size P285/60R18 114V. The all-season tire is ideal for adventuring off-road, yet it is quiet and comfortable on-highway. This makes for a performance combination particularly suited to Toyota s upscale, goanywhere SUV. Bridgestone-Brand Tires on the Premiere Pontiac G8 Bridgestone-brand Potenza ultra high performance tires are original equipment on the all-new 2008 Pontiac G8 performance sedan. Bridgestone Potenza RE050A tires in size 245/45R18 96V are optional on the base model 2008 Pontiac G8 Sedan and standard on the sportier G8 GT Sedan. An optional 245/40R19 94W Bridgestone Potenza RE050A tire is also available for the G8 GT. The Bridgestone Potenza RE050A is original equipment on many high performance vehicles and comes loaded with raceinspired technology. Bridgestone Firestone 535 Marriott Drive Nashville, TN June 2008 inroads is a publication produced by Bridgestone Americas Holding, Inc., for its North American Consumer, Truck & Bus, OTR and Agricultural Tire Groups to benefit its customers. We welcome and encourage comments about inroads or Bridgestone Firestone and the industry in general. Comments, questions and story ideas should be sent to: inroads Editorial Team Community and Corporate Relations Bridgestone Americas Holding, Inc. 535 Marriott Dr. Nashville, TN inroads@bfusa.com (202) Bridgestone Americas Holding, Inc.