Continental Public Relations Campaign Takes First Place in APRC 'Excellence in PR' Awards Program

AUBURN HILLS, Mich., April 29 -- Continental Automotive Systems, a unit of Continental AG, and its public relations firm John Bailey & Associates, Inc. (JB&A), captured the first place award for Excellence in Trade Media Relations, presented at the third annual Automotive Public Relations Council (APRC) Excellence in Automotive PR Awards competition. The award was presented at the APRC annual spring conference. The awards are the only one of their kind specifically dedicated to recognizing excellence in automotive public relations.

Continental and JB&A earned the award based on their efforts during Continental's nationwide "Safely There" tour. Designed to generate national awareness of electronic stability control, or ESC, the tour was anchored by a 37-ton mobile exhibit, replete with a hydraulic 3-D simulator, interactive driving kiosks and talking touch screens.

Electronic stability control technology significantly improves vehicle stability in all three primary areas of vehicle performance: accelerating, cornering and braking. Using electrical sensors strategically placed throughout the vehicle, the system analyzes steering wheel activity, wheel speeds, acceleration and the vehicle's rotation about its vertical axis and continually analyzes this data to determine whether the actual course of the vehicle corresponds to the desired direction. By braking individual wheels and reducing engine torque, it automatically corrects understeer and oversteer, and helps keep vehicles on the road.

Continental and JB&A organized and executed a comprehensive media relations campaign from July - December 2003, which included tours of the exhibit and ride and drive demonstrations for media. The program was designed to inform the media, and ultimately consumers, of the life-saving benefits of ESC, while spotlighting Continental as a leading manufacturer of stability control technology. The program began with a kick-off on the National Mall in Washington, D.C. moved across the country on a 15-city tour, culminating in an appearance at the Continental Tire Bowl in Charlotte, N.C.

The APRC Excellence in Automotive PR Awards are designed to help identify programs that have successfully addressed an automotive-related public relations issue with exemplary professional skill, creativity and resourcefulness. The annual awards honor complete public relations agendas that incorporate sound research, planning, execution and evaluation.

With 2003 sales of approximately $13 billion (US), Continental AG is a major supplier of brake systems, chassis components, vehicle electronics, tires and technical rubber products. Continental Automotive Systems' North American operation is headquartered in Auburn Hills, Mich. For additional information, visit these websites: www.conti-online.com and www.contitevesna.com .

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