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February 06, 1995 01:00 AM

YOKOHAMA CREATES NEW POS MATERIALS

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    FULLERTON, Calif.-Yokohama Tire Corp. has introduced new point-of-sale materials designed to increase consumer awareness of the ``high value (and) high quality'' of its Mohawk-brand tires. The materials, introduced during the third and fourth quarters of 1994, include banners, brochures, counter cards and posters with the tag line: ``the smartest thing on wheels,'' the company said.

    Bridgestone sponsors winter-driving course

    NASHVILLE, Tenn.-Bridge-stone/Firestone Inc. has become the title sponsor of the Winter Driving School in Steamboat Springs, Colo., which offers ice and snow driving courses to individuals and corporate clients.

    Now known as ``The Bridge-stone Winter Driving School at Steamboat,'' the school is open from early December through early March. In addition to the regular school activities, BFS will use the school to promote its snow tires and for future media events and dealer incentive programs.

    ``Sponsorship of the Steamboat school is a natural extension of our Blizzak ice rink campaign this year, which educated consumers...about the advantages of purpose-built snow tires and how to drive more effectively in winter conditions,'' said Mike Cerio, BFS consumer products marketing manager.

    Dunlop offers dealers fun and sun in Maui

    BUFFALO, N.Y.-Dunlop Tire Corp. is hoping its dealer incentive trip to the Hawaiian Island of Maui will encourage more than 40 percent of its dealers to reach their individual quotas.

    Dealer purchases from Jan. 1 through Aug. 25 on all Dunlop passenger, performance, light truck and medium truck tires qualify for the six-day, all-expense-paid trip to the island, Nov. 7-13.

    About 170 dealers qualified for the dealer trip to Monte Carlo last year. Dunlop said it would like to increase that number this year.

    Goodyear continues cyberspace marketing

    AKRON-Goodyear will expand its access on the information superhighway in March when it opens an electronic store on the Internet.

    The electronic outlet allows consumers to use their home computers to access company information and tire care tips, along with an interactive product guide that helps them select the right tire for their vehicle, the tire maker said. The Internet version also can display a map highlighting local Goodyear stores and dealers in major metropolitan markets.

    Goodyear can be accessed by typing ``[email protected]'' in the Internet's World Wide Web. Goodyear opened an outlet in CompuServe's Electronic Mall in December.

    CGT winners attend the Super Bowl

    AKRON-Tire consumer Randy Marzka of Erie, Pa., was Continental General Tire's grand prize winner in its Double Bowl Sweepstakes. CGT sent Mr. Marzka and a guest to the Super Bowl in Miami, Jan. 29, and the Pro Bowl in Honolulu, Feb. 5.

    Five other consumers and 45 dealers won trips for two to the Super Bowl, as part of CGT's National Football League sponsorship.

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    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

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