inRoadsBridgestone Firestone North American Tire, LLC Summer 2007

KatrinaFeature page ............................5-8

CFNA page ................................4

Where’sMario

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

Motorsport page ............................4, 9

Truck & Bus

page ................................3

ExecutiveEdge

page ................................2New DDealer IIdentification PProgram Drives aa PPositive CCustomer EExperienceImagine this: The room’s

ambience is calming. There are smooth, sleeklines, warm natural woods and cool brushedsteel to offer pleasing contrasts.

Is it an art gallery or perhaps a high-endcoffee shop? Neither. It’s the tire dealershowroom of the future. And the future isnow. Thanks to an innovative program fromBridgestone Firestone North American Tire,LLC (BFNT), dealers can now get expertguidance on how to give their showrooms animpressive makeover.

“Our studies indicate that dealers have littletime to consider store ambience because theirprimary focus is on selling product orproviding service to the customer,” said MaryThomson, Sales Promotion Specialist, BFNT.“Today’s showroom is far different from thatof 20 years ago, and we wanted to help ourdealers respond to the new consumerdemands in today’s marketplace. In essence,we wanted to help drive a positive customerexperience.”

Always on the lookout for ways to assist itsdealer family, BFNT has created a do-it-yourself dealer brand identification program.BFNT’s online Showroom Designer softwarehelps dealers re-design their showrooms andtailor the changes to fit the dimensions oftheir building and the unique needs of theircustomers. Plus, dealers can also contractwith Niven Marketing for custom services,which are quoted on a per-project basis.

“This isn’t mom and pop’s tire storeanymore. They [customers] come in. They[customers] look at it. We look great,” saidChris Publow, General Manager, Ted WeinsTire & Auto, Las Vegas, Nev. “We lookprofessional and they [customers] think that’sthe way we’re going to take care of their car.”

Garrett Garofolo, Vice President, DeerfieldTire Co., of Deerfield, Ill., underscores thatsentiment. “We see a lot of Lexus, Mercedes,

BMW-type owners, so we wanted somethinggeared toward the Bridgestone customer tohelp enhance the Bridgestone brand andimage,” said Garofolo.

Both Publow and Garofolo updated theirstores using BFNT’s dealer brandidentification program.

“The effort also grew out of numerousrequests from dealers over several years forindividual upgrades and advice,” Thomsonexplained. “We wanted to offer designs thatare innovative, sophisticated and dynamic. Ourprogram also had to be flexible to meet theunique needs of different types of retailers,which is why we created one that is modularand considered a do-it-yourself system.”

Additional information on the BFNT dealerbrand identification program is available on-line via the Entirenet Web site underMarketing/Sales Support in the display sectionof Retail Support. If dealers cannot accessEntirenet, they should work through their areasales manager or call Niven Marketing at (800)447-4575.

For an example of a dealer redesign, pleasesee page 7 for the feature on Scotty’s Tire &Automotive, Inc. and the remarkable rebuildpost Hurricane Katrina.

Feature

Customers at Ted Weins Tire & Auto in Las Vegas, Nev.,can experience the dealer’s newly updated store look,thanks to BFNT’s new dealer brand identification program.

page ..............................10

DealerSpotlight page ................................9

In the News

page..................10, 11, 12Consumer

page ..............................11Award

2 inRoads Summer2007

Greetings!The only

thing constant in businessis change—if you don’tcontinually evolve, you willget left behind. Our inRoadsnewsletter is aimed at

keeping you ahead of the pack with timelyinformation and features about thechallenges and opportunities in the fiercelycompetitive global tire business.

In each edition of inRoads, I’ve talked toyou from my unique perspective as Chairmanand CEO of Bridgestone Firestone NorthAmerican Tire, LLC, sharing the latest incompany news and our strategies for success.One of our core principles is to treat ourcustomers as partners. It’s pretty simple. Ifyou’re successful, our business will also thrive.While I will continue to share my thoughtswith you in this column, I believe it’simportant that you hear from other keymembers of our management team as well.So, from time to time, other key leaders in ourorganization will talk to you about news andissues that are particularly important to them.

Beginning with the next edition ofinRoads, we will hear from another memberof our Bridgestone Firestone leadershipteam whom you may know personally. JohnGamauf, President, Consumer ReplacementTire, will share his insights on BFNT's salesand marketing initiatives, market trends andour strategies to make sure you have theworld-class products and support you needto grow and enhance your business.

In this installment of inRoads, you will see an in-depth focus on some of our familychannel dealers from the Gulf Coast region. Asthe two-year anniversary of Hurricane Katrinaapproaches, we wanted to catch up with a fewof our dealers in the region to see how they’verebuilt their businesses and their lives in thewake of one our nation’s most destructivenatural disasters. We have locked arms withthese dealers and I’m proud of the waymembers of our team went to extraordinarylengths to help our family channel dealersrecover. That’s what family is all about.

The stories in this newsletter tell only aportion of the devastation these dealersexperienced. We are humbled by theirpositive attitude, determination andperseverance. We only regret that we couldnot tell the story of each and every dealerwho was affected in the area.

As you read this newsletter, please keepin mind that we are always interested inwhat you have to say. We are successful dueto YOUR business successes. If you needassistance, please do not hesitate to call meor anyone on the BFNT team.

I hope you’re having a safe and profitablesummer. Building and maintaining a strongbusiness is hard work. Along the way, I hopeyou will also find time to rest and relax,spend time with your families and, asalways, take time to…Enjoy the Journey!

A NNote ffrom MMark EEmkesExecutive

Edge

Firestone LLegendary DDrives WWeb SSite Offers UUnique TTravel OOpportunitiesStretches of road transcend function to become the destination

Whether you or your customers areplanning a cross-country trip or looking for aquick afternoon getaway, Firestone LegendaryDrives is making it easy to find some of themost scenic drives in the United States. On itsnewly updated Web site,FirestoneLegendaryDrives.com, drivers canfind some of the most picturesque windingroads, breathtaking mountain passes andbeautiful vistas across the United States. Thesite also maps out great places to visit,including automotive museums and some ofthe best places to eat along the way. TheWeb site also showcases the history of theinterstates in each state.

“Firestone Legendary Drives was created tohelp travelers easily find some of the most funand interesting excursions across the country,”said Christine Karbowiak, Vice President ofPublic Affairs, Bridgestone Americas Holding,Inc. “We’re excited to present some newelements on our Web site. Whether you’reinterested in automotive museums, history orgreat local restaurants, Firestone LegendaryDrives offers a little something for everyone.”

A sampling of the drives featured inFirestone Legendary Drives can be found atthe right. For more information, visitwww.FirestoneLegendaryDrives.com.

Feature

FirestoneLegendaryDrives.com

West Coast• Are you looking to take a trip

along the West Coast? Oneof the prettiest drives is theMount Hood/Columbia RiverGorge Loop in thenorthwestern part of Oregon.The 194-mile drive, whichbegins and ends in Portland,Ore., and circles MountHood, features majesticmountain views, a mightyriver and misty waterfalls. Thedrive can be done in as fewas four hours, but there’s somuch to see, most peoplespend several days exploringthis wonderland.

Central/Western U.S.A.

• In exploring the central partof the country, one of thebest bets is to travel alonghistoric Route 66, whichcovers more than 2,000 milesas it makes its way througheight Central and Westernstates. Route 66 starts inChicago, Ill., heads south toSt. Louis Mo., then throughOklahoma to Amarillo, Texas,on to Winslow, Ariz. Fromthere, the famous highwaygoes west all the way to LosAngeles, Calif.

Eastern U.S.A.

• For a road trip in theSoutheast, a drive throughthe Great Smoky MountainsNational Park is a must. The40-mile trek alongTennessee’s Newfound GapRoad from the SugarlandsVisitor Center to theOconaluftee Visitor Center inNorth Carolina will revealspectacular scenery. Alongthe winding road, view greatmountain vistas, the highestpeak in the park and a rivergorge. Various pull-offs allowyou to take short hikes towaterfalls.

3Summer2007 inRoads

BFNT’s EEntirenet: FFree SSoftware tthat SSaves MMoneyMore than 15,000 BridgestoneFirestone North American Tire,

LLC dealers, distributors, fleet owners andagencies are using the BFNT Entirenet(www.bfentirenet.com) to support theirbusinesses. In fact, the site is becoming quitea popular online destination.

Entirenet is a valuable resource dealers canuse to locate products and technicalinformation, marketing and sales support,transactions, and warranty adjustments. Thehelpful site also offers registered users theability to view and print technical bulletinsand register tires. And the best part—it’s free,thanks to BFNT.

New BFNT dealers are automatically signedup to use Entirenet so they can quicklyaccess information about BridgestoneFirestone products and services with just theclick of a mouse. Dealers are provided a loginand password and can immediately jumponline to find ways to improve theiroperations and save time and money.

“BFNT understands that while price isimportant, it’s not enough to compete on

price alone,” said Phil Brown, Manager ofeBusiness. “A supplier can save its dealers anddistributors far more money and resources byoffering value-added tools and services. Ifone supplier offers its dealers a few cents offeach tire, but the other supplier offers toolsand services that may save that same dealerthousands of dollars, and hundreds of man-hours per month, then the choice of thebetter supplier becomes clear.”

According to Barry Fitzgerald, Jr. of H&FTire in Lancaster, Pa., Entirenet saves hiscompany countless hours. “Logging on toEntirenet in the morning is part of our dailyroutine,” Fitzgerald said. “And it’s the lastprogram we shut down at night. During theday we are constantly utilizing Entirenet totrack orders and locate products for ourcustomers. It saves us time because we donot have to spend time on the phone tofind the product. We receive the informationinstantly.”

For additional information about Entirenet,call your area sales manager or log on towww.bfentirenet.com.

Feature

New UUltra-DDurable BBridgestone-BBrand RRadials for RRefuse aand SSevere-SService TTrucksThe new Bridgestone M860

all-position on/off-highway radials deliveroutstanding tread life, durable beads andsidewalls plus legendary Bridgestone-brandretreadability. M860 radials are engineeredfor refuse and other severe-service truckapplications, and can carry extremely heavyloads, even at sustained 65 mph highwayspeeds.

The M860 features a wider tread and awider casing that spreads the load over a largerarea, distributing the pressure of the footprintto encourage longer tread life. This widerdesign also means the M860 can haul heavyrefuse loads of up to 20,000 lbs on steer axles.

The Bridgestone M860 is engineered forsuperior bead durability and tire life. Its 2-ply nylon plus 1 steel chafer helpsstrengthen the bead area, even under highbrake heat and heavy loads. To protect thecasing, thick abrasion-resistant sidewall ribsfight curbing damage. If one set of theprotector ribs is worn away, the tire can beflipped for continued protection.

The M860 tire uses a tough tread

compound to resist cuts, chips and tears,promoting outstanding wear for start-stopdriving that is typical for refuse pickuproutes and other severe-service hauling.

To enhance casing life, stone rejectorplatforms in the center grooves help preventtrapped stones from pushing into the treadgrooves and piercing the belt layer, whichcan damage belts and expose them to rust.The grooves on the outside of the treadsurface are designed with a special angle tocombat stone retention that can lead tocasing damage and loss of retreadability.

The ultra-durable on/off-highway tire usesfour steel belts and an all-steel casing so itcan be retreaded for any axle position.

And for excellent traction, the M860 usescomputer-designed blocks and notches tobite into soft surfaces.

For more information on the newBridgestone-brand M860 on/off-highwayradial, ask your Bridgestone truck tirerepresentative, contact any Bridgestone-branddealer, call (888) 694-0469 or visitwww.BridgestoneTruckTires.com.

Truck &Bus

BridgestoneAmericasCompletes

Acquisition oof BBandagBridgestone Americas Holding,

Inc. (BSAH) has completed its$1.05 billion cash merger withBandag, Incorporated (Bandag).The two companies entered intoa merger agreement on Dec. 5,2006, in which BridgestoneAmericas committed to acquirethe outstanding shares of eachclass of Bandag stock forUS$50.75 per share. The closingoccurred May 31, 2007.

BSAH is a subsidiary ofBridgestone Corporation, theworld’s largest manufacturer ofquality tires and other rubberproducts. Bandag is a worldleader in the retreading business.

“This combination is a naturalfit, signaling the beginning of anenhanced level of service andtechnology for our customers,while providing the same greatlevel of quality,” said Mark A.Emkes, Chairman and CEO, BSAH.“By combining our businesses,Bandag and BridgestoneAmericas will provide even betterservice to our customers byoffering a comprehensive tiremaintenance solution, backed bya complete line of new andretread truck tire offerings.Today, our two companies areone family.”

News

(From left to right) Warren Heidberder,former CFO, Bandag, Incorporated; MarkEmkes, Chairman and CEO, BridgestoneAmericas Holding, Inc.; Saul Solomon,Chairman, CEO and President, BridgestoneBandag, LLC; and Marty Carver, formerChairman and Chief Executive Officer,Bandag, Incorporated.

Where’s MMario...?Where’sMario

Paul Temeyer (left) and Ron Hearn (right)had a lot to celebrate this spring with theopening of a new Cy & Charley’s locationin Independence, Iowa. Racing legend andFirestone spokesman Mario Andretti was onhand for the anniversary and the new storegrand opening celebration which attracteda crowd of more than 500 people. TheIndependence, Iowa, dealers stand withAndretti, who holds an autographed printthat will hang in their new store. TheOriginal Monster Truck®, BIGFOOT®, alsomade a visit to the grand opening.

4 inRoads Summer2007

ChangesAbound aatCFNA—

Next UUp, HHigherCredit LLimits!

Since opening its doors morethan 30 years ago, manychanges have taken place atCredit First National Association(CFNA). CFNA is excited toannounce new, higher creditlimits of at least $1,000 for themajority of its new and existingcredit card holders.

After more than a year ofanalyzing the competitivelandscape and testing higherlines of credit, CFNA is veryencouraged by the new policy.Average new account and add-on sales dollars are higher, andthere has been a 13 percentincrease in credit sales whencompared to a similar group ofaccounts opened under the oldcredit policy.

The higher credit limits willgive customers the purchasingpower they need to buy evenmore tires and automotiveservices!

CFNA

Dean Miller, Director of Operations forCFNA, holds up a t-shirt addressing thehigher credit limits now being offered.

Show-Stopping ShoppingShoppers looking for the perfect sunglasses, hat orscarf at the Saks Fifth Avenue store at The FashionMall at Keystone in Carmel, Ind., crossed pathsrecently with the flashiest of accessories: a race car!The Patrick Racing Team car is a replica of ScottPruett’s 1996 car—which marked the Firestonebrand’s re-entry into open-wheel racing after morethan a 20-year hiatus. The Pruett car got a primeparking position at the store during the month of Mayas a lead-up to this year’s Indianapolis 500®. Long-time Bridgestone Firestone North American Tire, LLCpartner, Performance Tire Service Company inIndianapolis, helped coordinate the flashy display.

Racing to WinDario Franchitti (at right), driver of the #27 CanadianClub Andretti Green Racing Dallara/Honda/Firestone,celebrates his victory at the 91st running of theIndianapolis 500-Mile Race with the traditional bottleof milk and Firestone hat.

Meeting in StyleThe newly completed Firestone Conference Room atthe Indy Racing League corporate office wasremodeled with a dominating Firestone presence.Designed to demonstrate how the Indy Racing Leaguevalues Bridgestone Firestone North American Tire, LLCas a sponsor and partner, the room is used as IRL’smain conference facility. The historic Firestone racingphotos and tires surrounding the meeting tablesprovide a spectacular history of the Firestone brand.BFNT is proud of its relationship with the IRL andhonored to have its brand as the name of theleague’s new conference room.

Motorsport91st IIndy 5500Photo Gallery

5Summer2007 inRoads

In tthe FFace oof DDisaster, HHeroes EEmergeNearly two years ago, Hurricane Katrina hit theGulf Coast with tremendous force, leaving

hundreds of thousands of people without jobs, homes and, insome cases, without loved ones.

In response to the overwhelming damage, the BridgestoneGlobal Group of Companies donatedmore than $1 million to theAmerican Red Cross to help disasterefforts in the Gulf Coast region. Thecompany didn’t stop there. Inaddition to that significant donation,Bridgestone Firestone NorthAmerican Tire, LLC immediatelyresponded to the members of itsdealer family in the area by offeringresources that included generators,extended credit and manpower. Thisassistance was not only crucial tothe dealers’ business but alsoensured that emergency vehicleswere available to assist in recovery efforts (see related AcadianAmbulance story). Tires were damaged by road hazards with suchfrequency that tire replacements were critical to transporting theinjured, moving supplies and to keeping vehicles on the road.

Many tire dealers worked 24 hours a day, for weeks on end, toassist stranded emergency vehicles and their support teams. BFNTand Consolidated Tire & Oil (CTO) offered assistance to FamilyChannel dealers in need during this challenging time.

Editor's note: This Spring, Lori Mavrigian from Modern TireDealer joined Susan Sizemore, inRoads editor; Carl Douglass,General Manager, Key Accounts, BFNT; Chris Rogers, MarketingManager, Key Accounts, BFNT; and Mike Staley, Sales Manager,CTO, a key distributor to the retailers in the area, for a visit with

some of the dealers in the affectedregion. The purpose of the trip was tochronicle a few of their stories and tolearn how these dealers managed torebuild their lives and their businessesdespite horrific devastation.

The stories paint vivid pictures ofthe stark reality that these dealersexperienced at work and at home. Aspecial thanks to each of thesedealers and family members forsharing their stories. They facedadversity with courage and a winningattitude, and emerged even stronger.They are an inspiration.

Below are condensed versions of the stories as told in ModernTire Dealer's May 2007 issue. To read the complete stories and tolearn more about the personal and professional challenges facingthese dealers, please visit www.moderntiredealer.com.

KatrinaFeature

Andy Brown’s Tire, Inc.Andy Brown, a former Firestone store

teammate, opened his own dealership inGulfport, Miss., in February 2000.

What he learned at a company-ownedstore no doubt helped prepare him tosucceed as an independent dealer. Butnothing could have prepared him for theheadaches and heartaches of weatheringone of the costliest natural disasters in thehistory of the United States.

Anticipating Hurricane Katrina’s massivehit to the area, Brown and his familytraveled to New York to wait out the storm.His home town of Bay St. Louis sufferedmassive damage. Estimates of abandonedcars in the area totaled more than 500,000.

When Brown returned, his business hadno service bay doors and a damaged roof.Despite the damage, Brown managed tobe one of the first three automotive repairbusinesses to open after the storm. Brownperformed repairs, tire rotations and

balancing free of charge for rescueworkers’ vehicles. In the spirit ofcommunity and due to the unusualsituation, Brown also made repairs withthe complete understanding that in manycircumstances payments could not bemade by some customers because thebanks were closed and credit cardmachines were broken.

Brown was quick to note that thelooting (which was evident in so manyareas during the storms) might have beenthwarted at his business by a vigilantneighbor who took it upon himself toserve as security until Brown returned.

Brown also credits the local churches forbeing among the first responders to thecommunity. Brown says during difficulttimes what’s really important comes intosharper focus. “It was about peoplehelping people.”

Jack’s FirestoneHurricane Katrina hit the Bay St. Louis

area hard with water pushing 11 milesinland and damaging all but 23 of the18,000 homes in Jack Andry’s community.

Jack Andry, owner of Jack’s Firestone inBay St. Louis, Miss., tried to outrun thestorm. After driving five hours to complete adistance that under normal conditionswould have taken an hour and a half, Andry

continued on page 6

6 inRoads Summer2007

continued from page 5finally made it to safety in Mobile, Ala.

The storm surge must have blastedthrough the front doors of his service baysand out the back, because his store’s steelframe remained intact. The 13’ high watermarks on the walls at Jack’s Firestone arethe only visible reminder of the destructionKatrina left behind. Debris littered hisproperty and silt covered the entirepremises. An industrial commercial freezerthat had floated into Andry’s parking lotwas a clear indicator of the storm’s force.

Jack’s Firestone was closed for nearlythree months as Andry and his employeesworked hard to replace signs and to clearsilt and mud from the dealership and the

surrounding area.Once he was ableto erect the signsto promote hisnewly reopenedbusiness,customers camein droves to gettires repaired orto buy new ones.Initially, Andryconcentrated on performing nail holerepairs to tires. He also sold as many tires ashe could get his hands on, but tires, likemany other items, were in short supply andgetting anything into the area was achallenge.

CTO’s Mike Staleyhelped supply Andry withtires, gasoline-poweredgenerators and drums offuel since electricity wasnot available to the areafor three weeks after thestorm.

By celebrating smallvictories, like having waterand a working toilet,

Andry and his staff were able to persevere.It took seven months to get Jack’s Firestoneback to normal business operation.

“It [the storm] was good for the tirebusiness, but not good for others,” Andrysaid.

Leggett’s Firestone Tire & Auto ServiceFor almost 20 years, Danny Leggett’s dealership, Leggett’s

Firestone Tire & Auto Service, has proudly occupied its currentlocation in Long Beach, Miss. In the past, hurricanes have come tothe area and left their mark. Danny Leggett especially remembersthe devastation of Camille. This time, the wrath of Katrina ragedthrough his business and left significant damage. Leggett readilyadmits, “I survived Camille and was 20 years old at the time. I don’twant to go through another one like this one—not in my lifetime.”

To illustrate the destruction in the area, Leggett explained thatoutside his business a debris pile full of lumber, nails and someabandoned vehicles measured 40 feet high. A line of similardebris stretched for 26 miles along the coast. The hurricane costLeggett’s Tire & Auto 10 service bay doors, and the roof of thedealership was in tatters.

But that didn’t stop Leggett. With the assistance of his

immediate family and his extended dealer family, Leggettmanaged to open his shop by 7 p.m. the night of the storm, andhe kept it open for 29 straight days. His crew operated for 13days without electricity and worked non-stop using diesel-powered generators.

At first, “All we did was fix flat tires,” Leggett said. He and fouremployees were patching and repairing an average of 250 nailholes. When Leggett began selling tires again he set record highswith 550 tires sold each month for three consecutive months—astark contrast to his normal rate of 250 tire sales a month.

CTO’s Mike Staley made sure Leggett received the BridgestoneFirestone products he needed. “When Mike couldn’t get his trucksin, he got the police to bring us things,” said Leggett.

Leggett not only provided the neighborhood with tires andservice, but also offered food and hot coffee to those in need.“The police sought us out as an ‘oasis’ and in turn served assecurity for our business.”

Performance Tire & WheelFifteen miles from Performance Tire &

Wheel, store manager Jimmy Taylor andhis wife Toby were safe at home as theterrible storm raged outside. They thoughtto themselves that it wasn’t that bad. “Alittle wind, some rain. No big deal,” theyagreed.

Unfortunately, that store in D’lberville,Miss., ended up being flooded by eightand halffeet ofwater. Theshowroomwascompletelysubmerged,and the service bays suffered heavydamage and were full of debris.

For two weeks, the crew shoveled out

silt andattemptedto get theshowroomin order.Taylor’sgoal was toget the store open and to get hisemployees back to work as soon aspossible. Although cleaning up in theaftermath of such a monumental disasterwas hard labor, Taylor realized howfortunate he was to be able to live anormal life after leaving work. “Otherpeople had nothing—no homes to returnto, nothing to drive, no gas—nothing butthe clothes on their backs.”

Taylor credits his local NAPA store andCTO for getting parts and tires to the dealership so quickly after the storm. Once

they reopened, this made for briskbusiness. “We wouldn’t have been able tostay open without them. They got uswhatever we needed,” said Taylor. BarryYost, CTO owner, even came by and left anote on thedoorofferingsupport.

After thewrath ofKatrina,Taylor hadthe opportunity to purchase the tiredealership. Now with a brand new nameand a newfound appreciation, Taylor’sAutomotive is building strong relationshipsand gaining new customers daily.

7Summer2007 inRoads

GrayWood Automotive, LLCGrayWood Automotive, LLC, owned by

David Gray and Neil “Spanky” Wood, wasback to business just two weeks afterHurricane Katrina hit D’lberville, Miss.

That in itself was miraculous. AfterKatrina, D’lberville looked like a war zone.There were dead bodies along theroadside. Homes and businesses weretorn apart by winds and carried away byflood waters. David Gray and his wifeAnjanette fled the area before the stormsurge overtook their community. Theirhouse (pictured before [below] and after

[right]) was in an area where most homeswere almost completely underwater. Of52 homes in the neighborhood, 22neighbors perished, including fivechildren. Many of these neighbors lost

their lives in their attics because theywere unable to escape the rising waters.

But when David, Anjanette and Spankytalk about the hurricane, their focus isn’ton the destruction and the pain causedby the storm. They talk about the waypeople pulled together and helped eachother under the toughestcircumstances. Their story tellsof rebirth and recovery. It is astory of hope.

As soon as they could, theyreturned to their store. TheGrayWood Automotive crewmade fixing flat tires onemergency vehicles a priority. Damagedtires on emergency vehicles werereplaced or repaired at no charge. Thestore also focused on patching andplugging customers’ tires for $10. Notsurprisingly, they reported going throughthousands of tire patches.

Thanks to the generosity of CTO,GrayWood had gas, generators andrefrigerators. “You have no clue what thatmeant to us,” said Gray.

The Grays lost their home, but nottheir spirit. They tracked down a trailerand parked it on store property. Theirstore also became a refuge for manyemployees and for those in thecommunity. Some GrayWood employeesanchored themselves to the store,

sleeping in the back room or in theirvehicles until they were able to sort outwhat was left of their lives.

After Katrina, David and Anjanetteknew “home” would never be the same.To prepare the family for its return totheir neighborhood, they showed their

kids (a daughter, 12,and a son, 15) photosand videos of thedevastation. It wasdifficult, but the familyworked through ittogether. Despite thelooting that had been

prevalent in the area, David miraculouslyfound and salvaged a jewelry box cakedwith mud, which still containedAnjanette's wedding ring.

Anjanette said their family hasemerged a stronger unit. “This is notsomething I ever wanted my children tolive through. But now that they have,they're better people. Their priorities aredifferent.”

As difficult as it was for them toweather the storm, Wood says they didso with help from a number of people. “Itstill has a great ending. Business is great.Bridgestone Firestone and CTO stoodbehind us. And if it weren’t for them, wewouldn’t have made it.”

Scotty’s Tire & Automotive, Inc.Less than two blocks from Lake Pontchartrain—the largest lake

in Louisiana—sits Scotty’s Tire & Automotive, Inc., owned by ScottyZimmerman. When Hurricane Katrina struck, theentire area was left damaged by flood water andwind. Fortunately, Zimmerman, his wife and theirson had evacuated the area the day before thestorm hit. While he was out of town, a friend directed him to aWeb site where he could view photos of the area. Zimmermanwas surprised to see the stark contrast to the location he had leftbehind. The shell of his store appeared in the images and

miraculously wasstill standing afterthe storm. Nearlyseven inches ofmuddy water was inthe shop and up tofive inches coveredthe showroom.

Zimmerman returned quickly to start rebuilding his business—sneaking in to do damage assessment a few days before the areawas approved for reentry. With his employees anxious to get back

to work, the team banded together to help clean upas much as they could around the area. Scotty knewthey also needed to get back to work to help theneighborhood with tire repairs, including pluggingholes in tires caused by nails and debris on the

streets. The group made fixing emergency vehicles a top priority.It was three weeks after the hurricane hit before the store wasback to normal business operation.

Carl Douglass, Zimmerman’s BFNT contact, ensured that Scottywas equipped with fuel, generators, storage tanks and arefrigerator all within a few days. Zimmerman said, “They[Bridgestone Firestone] were incredible. At first I thought, ‘Will Ihave any business?’ But then my second thought was, ‘How will Ipay for everything?’” But according to Zimmerman theBridgestone Firestone people said, “Don’t worry about it, we willgive you what you need.”

continued on page 8

“When something badhappens, something goodcomes out of it.”

8 inRoads Summer2007

continued from page 7Zimmerman’s business needed to have

all of the drywall and insulation replacedfrom the floor level up to about four feet.He also had to pressure wash many itemswith bleach to prevent mold fromgrowing.

Before the storm, Zimmerman hadbeen thinking of updating his nine-year

old store. The storm forced him to getmoving on it a bit earlier. With the helpof BFNT and the new store designprogram he was able to create anincredible showroom.

“When something bad happens,something good comes out of it,” hesaid.

The toughest jobs require the mostdependable tires. That’s whyBridgestone Firestone North AmericanTire, LLC is so proud that AcadianAmbulance Service has placed its trustin Bridgestone-brand tires. During its 35-year history, Acadian Ambulance Servicehas responded to thousands ofemergencies in the toughest conditions,including critical care emergencies andcatastrophic eventssuch as HurricanesKatrina and Rita.Each day, AcadianAmbulance respondsto more than 760emergency calls andcounts on itspartnership withBFNT to keep its life-saving ambulancesrolling. Bill Vidacovich, Vice President ofFleet Maintenance & Purchasing forAcadian Ambulance, shared thefollowing testimonial with inRoads.

Bridgestone [-brand tires] providesus with the lowest overall operatingcost within the confines of our strictsafety margins. Those factorscombined with the terrific responseand customer service from theBridgestone Firestone team are whatconvinced me to switch from a majorindustry competitor to the Bridgestonebrand.

Our business is saving lives, so weneed confidence in the products, thecompanies and in the services thatwe employ in order to sustain ourmission. We have all three withBridgestone Firestone. Through ourexperience in this business, we’velearned that the costs involved with

the proper tire selection, such as inour ability to respond during acritical situation, are what drives ourdecision to use Bridgestone-brandtires.

It took teamwork to find theabsolute best product for ourvehicles and their EMS application.We worked with the BFNT sales teamand Commercial Tire [a BFNT dealer]

to select tires fortesting at the Ft.Stockton tiretesting facility.Commercial Tire’sJody Shilling andBob Faulkcontinued to assistus in every stepalong the way.Several major tire

brands were tested objectively rightin front of our eyes. The data wasimpressive, and the results of thetests spoke for themselves.Bridgestone[-brand tires] was a clearwinner.

Several sets of test tires werepurchased and installed for ourdrivers’ evaluations. Today, after sixyears and approximately 66 millionmiles later, we are even moreconvinced of the intrinsic value ofour partnership and in our trust ofthe product.

Acadian Ambulance is nationallyaccredited, and has a fleet of 225ambulances with an additional 125ancillary vehicles. Collectively, thesevehicles traveled about 15 million mileslast year while serving two-thirds ofLouisiana, as well as counties inMississippi and Texas.

Ambulances RRely oon BBridgestone FFirestone tto SSave LLives

Hurricane Motivates New Lookfor Scotty’s Tire

Scotty Zimmerman, owner of Scotty’sTire & Automotive, Inc., has spent enoughtime in Starbucks to know his store couldbenefit from a similar look and feel. “I wasalways fascinated by the way Starbucks ranits business,” he said. “I wanted to make myshowroom like a Starbucks experience.”

With the help of BFNT’s Mary Thomson,new displays, color schemes, flooring andmore, Zimmerman got his wish.Zimmerman rebuilt his showroom from the

ground up. Thomson and Niven Marketingused an interior design computer programto help demonstrate to Zimmerman varieddisplay positions and the color scheme toshowcase a virtual dealer showroom.

Now a “model” for BFNT’s new storedesign concept for dealers, Scotty’sshowroom is a shining example of what aredesigned store can look like.

Zimmerman reports the feedback on thenew store has been great. “The customers’reaction has been great—I can’t get themout of here,” said Zimmerman.

What success! Scotty reports that hisnext goal is getting wireless Internet intothe showroom. Maybe a cappuccinomachine and croissants will follow?

9Summer2007 inRoads

Back bby PPopular DDemand…Bridgestone Firestone Kicks off Second Year with Formula Drift

2007 DDriftingSchedule ((rreemmaaiinniinngg ddaatteess))

Fastest in the Circuit:Infineon RacewaySaturday, Aug. 11, 2007

All or Nothing:Wall SpeedwaySaturday, Sept. 8, 2007

The Finals:Irwindale SpeedwaySaturday, Oct. 13, 2007

It is a motorsports experienceunlike any other. Drifting is a showdown onthe track and it comes down to this: who is thebest driver, who has the best equipment and,most importantly, who has the best tires. Forthat reason, BridgestoneFirestone North American Tire,LLC is thrilled to be back onthe drift track for its secondseason in the Need for Speed™Formula Drift (Formula D)Championship Series. At leastseven highly ranked drivers aredrifting on the BridgestonePotenza™ RE-01R™ ultra highperformance (UHP) tires in the 2007 Formula Ddrift series, including Rhys Millen of RMR RedBull racing, who was the 2006 runner-up in theFormula Drift series and is expected to contendfor the championship in 2007.

In drifting, perhaps more than in any othermotorsport, an enormous emphasis is placedon the tires. The reason: the 16 competitorsare pitted against each other in a series ofside-by-side duels down a demanding markedcourse, where they must perform a series ofchoreographed high-speed slides and skids.Handling and grip can make the differencebetween standing on the podium or going

home empty-handed. Formula D is proving to be a great

showcase for the Bridgestone Potenza RE-01Rtire and the Bridgestone brand. “Formula Dcontinues to raise the bar as the pinnacle drift

series in the United States,”said Phil Pacsi, VicePresident, North AmericanConsumer Tire Marketing,BFNT. “The Bridgestone-brand Potenza RE-01R tireperformed exceptionallywell for us last year. Ourteams adapted well to itsoutstanding grip and

handling in its initial entry into Formula D,and we expect the same type of performancethis season.”

With so many talented drifters driving onBridgestone Potenza RE-01R UHP tires,expectations are high for another verysuccessful season. The goal is to solidify thecompany’s position as a leader in the ultrahigh performance tire category and generateexcitement around Bridgestone tires,particularly among younger consumers whoare so attracted to drifting. Ultimately, thesedrift fans of all ages will visit dealers asking forthe Bridgestone Potenza brand tire by name.

Motorsport

Drifting requires drivers tointentionally maneuvertheir vehicles into well-executed, controlled slidesat high speeds through amarked course.Competitors are judgedprimarily on style, not nec-essarily by elapsed time.

The sign says it all: “TPMS Headquarters.”TireStarz dealer Tom Paris is the TPMS (TirePressure Monitoring System) expert in hiscommunity.

Paris has leveraged his expertise toincrease his business by speaking to variousclubs and groups in his Hillsboro, Texas,community. His advice for other dealers is touse your expertise about tires and vehiclemaintenance as a marketing tool by speakingto local groups and helping consumers betterunderstand what they can do to improve gasmileage, safety and the performance of theirvehicle. He says it’s worked wonders forraising the profile of his business.

It makes a lot of sense. Members of suchgroups as the Rotary, the Lion’s Club and theChamber of Commerce are vehicle ownersand opinion leaders in their communities, sowhen new products are introduced orrelevant automotive information becomesavailable, Paris takes the time to share this

information with key civic organizations. Thisreinforces his position as the “go-to” guy forall things automotive.

“I’ve gained a lot of customers by doingcommunity outreach,” Paris said. “Sincemost drivers don’t have the most updatedinformation, my expertise is valuable. If youhave a health problem they’ll send you to aspecialist. I want to be a specialist fordrivability.”

Paris, who is Run-Flat-certified, also sayssome area tire stores may not have enoughresources to handle questions regardingTPMS and often refer customers to himsince they know he’s an expert.

“It’s an opportunity for us. When I’ve gotcar dealers and even automotive specialists(from other retailers) sending me customers,I know it’s worth it to get out there. If yourcommunity knows that you know TPMS andyou’re ready to take care of any issues, you’llget more business.”

Taking ““Pressure” ooff YYour CCommunity

Dealer Spotlight

Let us hear from you. If you would like tohighlight a dealer or your store(s) for aDealer Spotlight in a future issue of inRoads, please contact Susan Sizemore at (615) 937-1417.

TPMS expert Tom Paris of Tom's Tire &Service waves as he walks by his store'soutdoor sign.

Look at what others aresaying about BridgestoneFirestone North AmericanTire, LLC and its products.

The Star Phoenix—Graeme Fletcherchecked out BFNT’s Drive & Learn event inPhoenix this year and writes, “The lessonlearned at the track was simple: Wimp outon a tire purchase and you only haveyourself to blame when things comeunglued.” About the tires, Fletcher adds thatthe Bridgestone all-season Turanza™ tire“plays up the comfort side” and that theBridgestone Potenza™ RE-01R™ tires are“good enough that the school [BridgestoneRacing Academy] runs them all year.”(May 11, 2007)

autoserviceworld.com—According toJim Anderton, BFNT’s new Blizzak™ WS60™

provides another option for serious winterdrivers. He writes, “Hard-core winter driversexpect noise in serious winter radials, butthe ability to quiet the tire without givingup performance should broaden theconsumer base for the Blizzak WS60….”(March 2007)

The Toronto Star—Testing treads at the Bridgestone Winter Driving School, Jil McIntosh writes that “the winter[Bridgestone Blizzak WS60] tires bite in and do a superior job, especially onacceleration….”(Jan. 27, 2007)

John Mahler also recommends theBridgestone Blizzak LM-22™ tires as hispreferred tire for ice and snow conditions inresponse to a reader’s question regarding agood winter tire for the 2005 Jaguar S-Type.(March 10, 2007)

10 inRoads Summer2007

While some thought winterwould never come last year,

by March 2007 others thought it would neverend! Mother Nature is known for herunpredictability, but preparing for the future isexactly what is needed when buildinginventory. While snow and ice may be the lastthing on customers’ minds in the hot summermonths, this is the perfect time for dealers toorder winter tires. With an impeccablereputation in the industry, the BridgestoneBlizzak™ brand has been a stalwart wintercompanion since its introduction into the U.S.market in 1992.

There are several new entries to the Blizzaklineup and several size additions to some ofthe popular Blizzak lines. These include:

• Bridgestone Blizzak WS60™Launched at the 2007 Chicago AutoShow, the Bridgestone Blizzak WS60™takes Bridgestone’s winter tire technologyanother step forward with its improved,patented multi-cell tread compound.

• Bridgestone Blizzak LM-25™ 4x4The Bridgestone Blizzak LM-25 4x4 isdesigned specifically for high-performance, luxury sport utility andcross-over vehicles. The H-speed rated tirefeatures a unidirectional tread design andthree-dimensional sipes in a parallelpattern to increase the mobility of sport

utility vehicles and crossover utilityvehicles in harsh winter conditions.

• Six new Bridgestone Blizzak LM-25 sizesThe Bridgestone Blizzak LM-25, with UNI-Ttechnology, is a directional, studless H-and V-speed rated winter tire, whichdelivers excellent snow and ice tractionfor high-performing vehicles.

• Eight new Bridgestone Blizzak DM-Z3™ sizesUsing a patented Multicell compound, theBridgestone Blizzak DM-Z3 deliverswinning performance in ice and snowconditions. The Multicell compoundimproves control on ice by cuttingthrough thin layers of surface water whilethe tire’s three-dimensional sipes enhancedry performance.

The Bridgestone Blizzak tire has been a hit since its U. S.introduction in 1992. With new additions to the productline, the tire gives consumers what they want and needto prepare for the upcoming winter driving season.

Get TThem WWhile TThey’re HHotConsumer

Detroit News—In Larry Edsall’scolumn, he recounts a winterdriving incident that convincedhim to purchase a set ofBridgestone Blizzak tires to avoida repeat skidding and slidingperformance. He writes, “WithBlizzaks mounted on all four of itswheels, that little sports car drovelike a snowmobile through therest of winter. I repeat the storyto remind you of how effectivespecialized winter tires are insuch conditions and to let youknow that Bridgestone has justmade its Blizzak line available inmany more sizes.” (Oct. 11, 2006)

In the News

Reminder: With winter aroundthe corner, now is a good time toplace your Bridgestone Blizzak tireorder.

11Summer2007 inRoads

BFNT RReceives PPrivate FFleet oof tthe YYear AAwardThe Bridgestone FirestoneNorth American Tire, LLC

truck fleet has been named “Private Fleet ofthe Year” for 2006 by Fleet Owner magazine.In recognizing the industry’s innovators incommercial truck fleet management, themagazine honored the fleet in March duringthe Mid-America Trucking Show in Louisville,Ky. Ron Tartt, General Manager of the BFNTPrivate Fleet, praised his team’s excellencewhen accepting the award on his colleagues’behalf.

“It’s the entire team—the drivers andmechanics, transportations managers,supervisors and my staff—who have made ourfleet the very best in the industry. When peopleask me the secret to my success I tell them it’ssurrounding myself with hard-working peoplewho are experts in what they do. I am veryfortunate to work with this great team.”

Tartt explained the fleet was started in theearly 1970s to replenish distribution centerswith factory shipments. “It’s evolved to wherethe best use of the private fleet is nowdelivering to end customers (dealers).Common carriers mainly handlereplenishment for us although our fleet willdo so as back hauls, too. And we do for-hireback hauling to help pay the fuel bill!

“We feel having a private fleet deliver to

our stores and dealers gives us a clearadvantage over our competition,” continuedTartt. “Our customers know not only whatday to expect their weekly tire shipments, butwhich driver will deliver them and aboutwhat time they will show up.”

The BFNT fleet includes 300 tractors andmore than 700 trailers, most of which are 48-feet long. The fleet operates out of sevendistribution centers, and is run using a hub-and-spoke distribution method around theclock by slip-seating drivers—a technique inwhich the tractor stays running while thedrivers trade off.

“We really value our 400 drivers,” saidTartt. “Our driver turnover rate is about 15percent or less, which is rather remarkableconsidering some fleets experience aturnover rate over 100 percent.

“We respect our drivers by offering goodpay and benefits, premium equipment that’sturned in about every three years and routingthat gets most drivers home every night orday and lets them run to the same placeseach week,” Tartt continued.

Fleet Owner magazine is well regarded inthe commercial trucking industry and boastsa circulation of 105,000. The magazine’seditorial staff evaluates various fleets anddoes not accept nominations.

Award

2008 DDodge AAvenger tto SSport BBridgestone aandFirestone TTiresThe 2008 Dodge Avenger is

rolling into U.S. showrooms this year fittedexclusively with tires from BridgestoneFirestone North American Tire, LLC.

BFNT will supply the Chrysler Group’sDodge Avenger SE with Firestone-brandFR690™ tires in size P215/65R1696T. TheDodge Avenger SXT will ride onBridgestone-brand Turanza™ EL40002™ tiresin size P215/60R17 95T and the DodgeAvenger R/T will be shod with Bridgestone-brand Potenza™ RE92A™ tires in sizeP215/55R1894H.

Bridgestone’s Turanza EL40002 in sizeP215/60R17 95T will also be optionalequipment on the Dodge Avenger SE. TheBridgestone Turanza EL40002 in sizeP215/55R18 94T will be optional equipmenton the Dodge Avenger SXT.

The Firestone FR690 is an all-seasonoriginal equipment tire. The Bridgestone

Turanza EL40002 is a luxury, all-seasonoriginal equipment tire and the BridgestonePotenza RE92A is an all-season, performanceoriginal equipment tire.

The 2008 Avenger is an all-new, mid-sizesedan that combines bold, aggressiveDodge styling with innovative interiorfeatures, high-levels of safety and reliabilityand exhilarating performance, according toDodge. It will be the first Dodge mid-sizecar to offer all-wheel-drive capabilitycombined with a sport-tuned suspension,performance steering and Electronic StabilityProgram (ESP) with Traction Control.

For markets outside North America, DodgeAvenger vehicles with 17-inch wheels will rideon Bridgestone-brand Turanza ER300™ tires insize 215/60R17 96H. The Bridgestone TuranzaER300 is a luxury, touring original equipmentsummer tire and is the standard tire for DodgeAvenger vehicles designated for export.

Consumer

Bridgestone Firestone North American Tire,LLC’s Ron Tartt (center) shows off BFNT’s“Private Fleet of the Year” award with DonDarden (left), Manager, BFNT Advertisingand Marketing, and Jim Mele (right) FleetOwner Editor-in-Chief.

12 inRoads Summer2007

Bridgestone Firestone535 Marriott DriveNashville, TN 37214

Summer 2007

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

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

Susan SizemorePublic AffairsBridgestone Americas Holding, Inc.535 Marriott Dr.Nashville, TN 37214sizemoresusa@bfusa.com(615) 937-1417

© 2007 Bridgestone Firestone

Firestone EExpands FFirehawk™ WWide OOval™ LLine bbyAdding RRun-FFlat TTiresBridgestone Firestone North

American Tire, LLC expanded its FirestoneFirehawk Wide Oval tire line with two newsizes to fit Chevrolet’s sixth generationCorvette.

Engineered with the company’s exclusiveUNI-T™ technology, the new tires incorporateBridgestone Firestone Run-Flat TireTechnology to offer a sense of security byallowing drivers to travel up to 50 miles at 50mph if the tire experiences a loss of air.

In the 1960s, the Firestone Wide Ovalhelped revolutionize high-performancepassenger tires with design features basedon Firestone’s advanced Indianapolis 500®race-tire technology. The Wide Oval was theindustry’s first low profile, bias-plyperformance tire and was originalequipment on Corvettes of the era.

“With these new Firestone Firehawk WideOval sizes, Corvette C6 owners can knowwhat it is to rule the road with a tire that

reflects the Firestone brand’s rich legacy ofmotorsports success and more than 100years in the tire business,” said Phil Pacsi,Vice President, North American ConsumerTire Marketing, BFNT. “Tires are lighter,handling is more precise and traction isexceptional in both wet and dryconditions, not to mention giving ownersthe confidence of Run-Flat TireTechnology.”

The Firestone Firehawk Wide Oval RFTis available in the following sizes to fitthe Corvette:

P245/40R18 88Y RFT P285/35R19 90Y RFT

In addition, the Firestone Firehawk WideOval is available in 20 popular 16- to 20-inch sizes to fit other high performancesports car models and carries a UTQG ratingof 320 for treadwear, ‘AA’ for traction and‘A’ for temperature.

Consumer