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Dayton Tires Announce Indy Lights Tire Deal at SEMA

6 November 1997

             Official Tire Deal for Indy Lights Announced at SEMA

    LAS VEGAS, Nov. 6 -- Racing fans will see a familiar name in
a whole new light -- make that Lights -- in 1998 when Dayton Daytona tires
appear as the official tire of the Indy Lights racing series.
    Dayton Tire President Tom Crofutt announced at the SEMA show in Las Vegas
today the Dayton brand is moving in "an exciting new direction that includes
participation in an outstanding motorsports competition."
    "The Indy Lights racing series is internationally recognized as a stepping
stone to Indy car competition," Crofutt said.  "It's a perfect vehicle for
enhancing the Dayton image and taking our brand to a whole new level of
visibility.  We are especially pleased to be promoting the Dayton Daytona line
of high performance and light truck tires through this sponsorship.  Daytona
is one of the most recognized names in motorsports."
    Founded in 1907 in (of course) Dayton, Ohio, the company was purchased by
the Firestone Tire & Rubber Company in 1961.  Since that time, including
Bridgestone's purchase of Firestone in 1988, and the integration of
Bridgestone and Firestone operations in the U.S. as Bridgestone/Firestone,
Inc., Dayton tires have continued to be marketed for their value and
performance as a separate brand and sold by independent tire dealers
throughout America.
    According to Shu Ishibashi, Bridgestone/Firestone Vice President of
Consumer Tire Marketing, Dayton's presence in the PPG-Indy Lights racing
series "confirms our commitment to Dayton and its role within our multi-brand,
channel-driven marketing strategy."
    "In 1998, consumers will see Bridgestone Potenzas in Formula One,
Firestone Firehawks in Indy car, and Dayton Daytonas in Indy Lights,"
Ishibashi said.  "Participation in these three series supports our product
positioning and the unified marketing program for all three brands.  The Indy
Lights program is the first step in a strategy that will also see exciting new
products, especially in the high performance area, and other promotional
programs to bolster the Dayton image."
    The Dayton product line now includes passenger, light truck, and truck and
bus tires in a wide range of sizes, costs and ratings, most manufactured in
Oklahoma City.  Ishibashi said Bridgestone/Firestone hopes Dayton's
involvement with Indy Lights will mirror the commercial success of Firestone's
return to racing.
    "Firestone is the fastest growing tire brand in America, due in no small
part to our involvement with Indy Lights and Indy car racing," Ishibashi said.
"We are confident the Dayton brand will enjoy similar success as it begins
appearing on race courses in 1998.
    "Since 1991, Firestone tires have been showcased in the Indy Lights
series," Ishibashi continued.  "That participation provided numerous benefits
for the Firestone brand and helped propel the company to Indy car racing in
1995.  Now that Firestone has established itself as the tire to beat in Indy
car racing -- having won 19 of 24 races in 1997 -- it was time to bring Dayton
into the racing realm and showcase the Dayton Daytona tire as the choice for
the PPG Indy Lights series."
    Nashville-based Bridgestone/Firestone is the largest subsidiary of
Bridgestone/Firestone Corporation, the world's largest tire and rubber
company.  Bridgestone/Firestone develops, manufactures and markets
Bridgestone, Firestone, Dayton, associate and private brand tires.  The
company also produces Firestone air springs, roofing materials, synthetic
rubber, and industrial fibers and textiles.

SOURCE  Bridgestone/Firestone Inc.