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Cincinnati Area Ford Dealers Drive Home Benefits of Steel

11 August 1998

Cincinnati Area Ford Dealers Drive Home Benefits of Steel

    CINCINNATI, Ohio, August 10 -- Airbags, anti-lock brakes, and
child safety seats are all recent additions in the increasing pursuit to
design the safest car or truck possible.  Since the first automobile rolled
off the line, one constant has provided vehicles with strength and safety --
steel.  Steel virtually wrote the book on automobile safety.  And through a
partnership with the Tri-State Quality Ford Dealers, radio stations B-105 FM
and Y96.5 FM, the Steel Recycling Institute hopes to educate consumers about
the inherent qualities of today's steel automobile -- strength, safety and
recyclability.
    For years, America's car and truck manufacturers have depended on high-
quality, state-of-the-art, totally recyclable steel to manufacture affordable
and safe vehicles.  "Steel is taken for granted by the consumer," said Bill
Heenan, president of the Steel Recycling Institute.  "Not only is steel the
highest quality, strongest, most crashworthy material used in automobile
production today, but virtually 100 percent of the automobiles taken off the
road each year are recycled, thanks to the steel content of automobiles."
    Showroom displays at 27 Ford dealerships throughout the Cincinnati area
offer consumers information about the safety, strength and environmental
benefits of steel.  Over the next four weeks, B-105 and Y96.5 will encourage
consumers to visit their local Ford dealership to learn more about automobile
safety and recycling, while participating in the "Showroom Bonus," an
"instant-win" contest awarding prizes such as golf clubs, apparel and auto
service discounts.
    According to Robert Nolan, Chairman of the Tri-State Quality Ford Dealers
association, "As consumers become more conscious of environmental and safety
issues, it's important for our sales people to be able to address the
customer's questions.  The Steel Recycling Institute provides the information
and resources we need to educate our customers."
    And what are some of steel's inherent qualities?

    -- In a crash, the steel safety cage absorbs energy by bending and
        resisting breaking.  In fact, the faster a crash occurs, the faster
        steel absorbs the energy -- helping to avoid further damage and
        protect passengers.
    -- Steel is magnetic, making it the easiest material to recycle.  Old
        automobiles have reusable parts and fluids removed, then the remaining
        hulk is shredded, with virtually 100 percent of the steel magnetically
        separated from the non-recyclable material.
    -- Steel recycling helps to keep new steel prices stable.  That price
        stability is one of the reasons that automobile manufacturers continue
        to depend on steel, making your vehicle affordable.

    In 1997, more than 13 million tons of steel were recovered from recycled
automobiles, with more than 1.8 million tons returning to the auto industry to
make new cars.  And since recycled steel is a necessary ingredient in the
steel-making process, all new steel products -- including steel cans,
appliances, even construction beams -- contain recycled steel.
    "Steel has a proven track record of quality, safety, affordability,
repairability and recyclability -- all key considerations for today's
consumer.  Our partnership with the Tri-State Quality Ford Dealers is driving
this message home to consumers," Heenan said.
    In its efforts to promote and sustain the recycling of all steel products,
the Steel Recycling Institute educates the solid waste management industry,
government, business and ultimately the consumer about the benefits of steel's
infinite recycling cycle.  More information about automobile recycling and
steel recycling is available via the Internet at http://www.recycle-steel.org.