Assurance from Goodyear - A New Tire Brand is Born

ORLANDO, Fla., Feb. 5, 2004 -- New parents sometimes labor for days over the selection of a proper name for their newborn child. Their insistence on a name that will somehow match their child's yet-unknown qualities can be a haphazard science.

Not so with the marketing gurus at The Goodyear Tire & Rubber Company, proud parents of a new product line and two specific, new-to-the-world tires available this spring.

The Goodyear Assurance featuring ComforTred Technology(TM) is a premium auto tire that promises a quiet ride and high comfort, a choice for drivers of premium luxury vehicles. Assurance featuring TripleTred Technology(TM) features "ANY weather conditions" performance through three unique tread zones -- Water Zone, Ice Zone and Dry Zone.

The designation for the new tire line introduces a new family name for Goodyear auto tires -- Assurance. The intent of Goodyear marketing officials is to eventually add other choices within the Assurance line.

"Goodyear has been successful in generating high levels of consumer confidence through the development of strong brand names. With the launch of Assurance, we are creating a brand name that will come to represent high quality, peace of mind and outstanding performance," said Jeanne Sherman, Goodyear's director, new products, North American Tire.

"There are powerful brands in the Goodyear line-up, with many of our sub- brands decidedly more recognizable than most other tire companies, period. Just as the Eagle brand defines the premium performance segment, Wrangler exemplifies durability in the light truck segment, and Fortera represents exceptional quality and comfort in the SUV segment, Assurance will be the name consumers trust when looking for peace of mind, durability and reliability from a passenger tire," Sherman said.

Goodyear research found that consumers equate the word "assurance" with Reliability, Dependability, Confidence and Trust.

In the process to select a new brand name that would not only represent the two new products, ComforTred and TripleTred, but also to fit with Goodyear's long-standing position of leadership and innovation, multiple brand name options were considered and tested. With an objective to pinpoint a name that would represent Goodyear's very best auto tire offering, the name Assurance was voted number one by consumers, because it best conveys the functional and emotional benefits that drivers look for in tires.

"We wanted the new name to help tell the story of these new, highly technical tires. The Assurance line represents Goodyear's relentless pursuit of technological innovation and consumer insight. Goodyear is proud to call these our very best passenger tires," Sherman said.

Goodyear, the pioneer in all-season tires and famous wet-weather Aquatred Technology, is introducing the new Assurance brand tires that are formulated with leading technology and built to exacting standards on the company's best state-of-the-art tire manufacturing equipment. Each Assurance tire is hand- inspected at the factory and screened to ensure product uniformity and consistent quality.

"The new name is intended to impart peace of mind -- by providing information that allows the consumer to make an informed decision. Higher standards and requirements, a solid Driver Assurance Package, a more pleasing ride and reliable performance ... all are reasons for consumers to believe that this is the best tire for them and their families," said Sherman.

"The success of the brand and the products in that brand family will be earned by linking leading-edge technology to best meeting consumer needs. That's when you know you've given birth to a winner."

For more information about Goodyear Assurance tires, visit www.GoodyearAssurance.com . For other details about Goodyear, or to find the nearest Goodyear retailer, go to www.goodyear.com .

Note to editors: News releases and downloadable photos are available at Goodyear's media website, www.GoodyearNewsRoom.com