Cooper Tire Premieres New Look for Company

LAS VEGAS, Nov. 2, 2005 -- COOPER TIRE & RUBBER COMPANY is celebrating the premiere of a new look that embodies the company's position as a leading tire brand. The logo was unveiled today to the automotive industry with a news conference at the SEMA Show, the world's largest aftermarket automotive show held annually in Las Vegas.

"The excitement and pace of Las Vegas, and particularly the SEMA Show, symbolize the rapid changes taking place within the tire industry and especially reflect what's happening within Cooper Tire. The transformation of our brand reflects our uncompromising commitment to compete with the best in the world as a manufacturer and marketer of great tires for all consumers, regardless of what they drive, on the road or off. It's time for our logo to reflect the exciting things we've been doing at Cooper, and SEMA is the perfect venue to unveil our new image," said Tom Dattilo, chairman, president and CEO, during today's news conference.

Logo makeover

Cooper Tire's new logo is a visual representation of the evolution of the brand and the company. The transformation that has been happening behind the scenes at Cooper is now visible to the world.

Cooper's first logo redesign in more than 50 years harkens back to the oval logo while conveying a modern sense of performance and speed. "The new graphic was designed to respect all the good things that Cooper has always been: reliable, consistent, dependable and friendly. At the same time it affirms and emphasizes all that we are today and are working to become: contemporary, smart, fresh, innovative, and capable of competing and connecting in new markets and arenas," Dattilo said.

Spreading the word

Cooper Tire will work to spread the word of its new look in 2006 through its growing emphasis on non-traditional advertising channels and associations in new segments. The company has plans for some targeted marketing efforts aimed at cutting through the clutter, building brand fame, and supporting dealer sales.

With the debut of the new logo, Cooper today also premiered two new television commercials that will begin airing in the spring of 2006 on a variety of networks. The ads -- "The Official Tire of Go" and "The Official Tire of the Unpaved" -- come to life with black-and-white images supported by a high energy rock song sure to gain attention among a contemporary audience who, in the past, may not have considered Cooper as a choice for high- performance, passenger and light-truck tires. Importantly, the spots also will break through the clutter and resonate among all audiences to make the Cooper Tires brand memorable.

The tagline "Don't Give Up a Thing" will continue to be used throughout the campaign. The brand may also make a few first-time appearances in some unexpected places in the coming year, particularly with the Cooper Tires interactive mobile tour that travels to motorsports and collegiate events across the country.

Cooper Tire's sponsorship as the exclusive tire supplier to the A1 Grand Prix, the World Cup of Motorsport, fuels awareness of its performance capabilities on an international stage. Cooper will continue to work with Indy racer Johnny Unser to get the word out about the company's transformation at race venues across the United States. As Cooper leverages its affiliation with the Formula Drift series and other drifting entities, the new company logo will become a fixture at these increasingly popular events. Cooper's support of six collegiate conferences exposes it to brand-loyal sports fans nationwide. ESPN college football analyst, Kirk Herbstreit, has helped to raise visibility among this audience by promoting the Cooper Tires Ultimate Bowl Tour nationally on TV, radio and online.

Nothin' but tires

With the sale of Cooper-Standard in late 2004, Cooper has placed 100 percent focus on the replacement tire market. And that market is changing. High performance tires are taking over a much larger share of the replacement tire market with continued growth predicted during the next 10 years. Cooper is in step with that market shift, continuing to invest in research, technology and manufacturing.

Earlier this year, Cooper opened a new distribution center near Dallas, Texas, as a part of its continued effort to expand availability. Further, Cooper is taking advantage of its partnerships in China to meet customer demand around the globe. The company's market experience in Europe also benefits North American operations. Industry knowledge gained from the European vehicle market helps Cooper anticipate replacement market needs before they hit this continent.

"Cooper Tire has become a performance tire manufacturer with operations around the world; we are involved in racing; owner of a legendary off-road tire brand in Mickey Thompson; growing Oliver, the fourth largest retreader in the United States; we are making race tires in the United States and have plans to make Avon motorcycle tires here, as well; all of which support our single company focus -- tires," Dattilo said.

Dealer dedication

Cooper Tire continues to improve its products, processes and programs to maintain its position in the tire industry as the easiest company with which to do business. In the coming year, the company will be making enhancements to its dealer Web portal, CooperWorld.net, and Cooper will go on offering the only dealer education program of its kind in the tire industry -- Cooper Advanced Management Program (CAMP).

"For more than 90 years, Cooper has been committed to the replacement tire industry. The new Cooper continues that commitment as it evolves as a market leader in the 21st century. We may have a new look and new products, but we continue to have the same dedication to our dealers and our customers," Dattilo said.

Cooper will work with its dealers to phase out the old logo by the end of 2006.

About Cooper Tire & Rubber Company

Cooper Tire & Rubber Company is a global company that specializes in the design, manufacture, marketing and sales of passenger car, light truck, medium truck tires and subsidiaries that specialize in motorcycle and racing tires, as well as tread rubber and related equipment for the retread industry. With headquarters in Findlay, Ohio, Cooper Tire has 39 manufacturing, sales, distribution, technical and design facilities within its family of companies located around the world. For more information, visit Cooper Tire's web site at: www.coopertireandrubber.com.