Goodyear Means Business When the 'Going Gets Tough'

    AKRON, Ohio, May 21 Against the backdrop of heightened
consumer interest in tires, Goodyear's extreme rock crawling national series
means business.

    Although the series wasn't designed to address tire durability, ruggedness
and tire safety issues, the off-road competitions have done just that.

    "We set out to promote this exciting motorsport and a new off-road tire,
but the benefits have far exceeded those initial goals," according to Steve
Myers, marketing manager for Goodyear light-truck tires.

    "People started talking about tire durability ... tire capabilities to
withstand harsh environments.  Suddenly, the importance of our new tire's
sidewall Durawall technology to withstand punctures and resist abrasions took
on new meaning.

    "Somehow, the timing of this rock crawling series was appropriate," Myers
said.

    Indeed, the Goodyear/Skyjacker Extreme Rock Crawling Nationals has
continued the momentum of Goodyear Wrangler MT/R off-road tire sales.

    Myers said the championship series provides the perfect trail in which to
sell the new tire.  "As more teams put the ultra rugged Wrangler MT/R (maximum
traction/reinforced sidewalls) on their off-road rigs, the off-road enthusiast
takes notice.

    "Just as in NASCAR and other forms of racing, the top competitors set the
trend for the entire off-road industry, so being there with our Wrangler tire
on the top vehicles really is critical to being a 'player' in the market," he
said.

    If the off-roaders rock-crawled on Sunday, the fans would surely buy on
Monday.  Increased buying interest isn't relegated to just the Wrangler MT/R
tire, however.  "The national series combined with consumer interest in tires
has brought our Wrangler tire lineup under the one umbrella.

    "Goodyear has gained market share in the original-equipment and
replacement markets in a 'flight to quality' by consumers who seek safe havens
in tires," Myers said.

    In Wrangler MT/R's case, enthusiasts are clamoring for a tire that is
35 percent less likely to undergo a sidewall puncture than the Wrangler MT, a
mud traction tire introduced in 1988.  In addition, the new tire delivers
15 percent improved traction, 7.5 percent better snow traction, 5.5 percent
better wet traction and 74 percent improved treadlife than its predecessor,
Myers said.

    For ARCA -- the sanctioning body American Rock Crawlers Association --
Goodyear's sponsorship benefits the sport.  "We want to increase awareness of
rock crawling and foster automotive technology.  Through this national series,
we want to ensure the promotion, growth and protection of off-roading here,"
Ranch Pratt, ARCA president, said.

    "Our goal is to enlighten many on the finer points of off-roading, and not
just in an extreme environment, but in a peaceful Saturday drive with your
family," Pratt said.

    Myers said Goodyear is committed to rock crawling growth.  "As media
attention continues to focus on tires, the national series gives us another
avenue to address tire durability and maintenance issues.  Off-road racing and
rock crawling also provide a test bed for our street tires to improve the
breed through technology."

    Wrangler MT/R, manufactured in Goodyear's Union City, Tenn., plant, is
available in 18 light-truck sizes.