Goodyear Provides Traction for "Herbie" Action  6/17/05

AKRON, Ohio, June 17 /PRNewswire/ -- America's best-known tire brand is teaming up with one of America's best-known automotive movie characters in this month's release of Walt Disney Pictures' "Herbie Fully Loaded."

The Goodyear Tire & Rubber Company is not just going along for the ride when the newest "Herbie" film opens June 22; Goodyear's tires provide the ride.

Herbie, the most beloved car star of them all, returns to the screen for a fifth feature film in the series that began in 1969 with "The Love Bug." The new film stars Lindsay Lohan, Matt Dillon and Michael Keaton in a fresh tale of Number 53, the Volkswagen with a mind of its own, in an adventure that leads from the junkyard to the tracks of NASCAR.

Goodyear tires were selected as the tires for Herbie -- with good reason.

"Typically, Herbie is involved in scenes that require high levels of performance driving, including hard braking, quick starts and handling maneuvers. Goodyear Eagle high-performance tires help provide the grip and traction that make the screen magic possible," said Bob Toth, marketing manager for Goodyear auto tires.

Herbie's involvement in NASCAR racing in the new movie brings forth another logical Goodyear connection. Goodyear racing tires are used exclusively in the top three series of NASCAR, including the NEXTEL Cup, and Goodyear and NASCAR have been racing together for more than 50 years.

A variety of Goodyear tires were requested for the movie -- some for Herbie, and others for related vehicles. In addition, Goodyear provided the rubber for the primary cars and support vehicles participating in the May 15 - June 12 "Herbie & Friends Cruise Across America" tour.

The important role that Goodyear plays in the new Herbie movie is nothing new. In fact, the popular tire brand may need to join the Screen Actors Guild because of all of the screen time it has received throughout the years.

In past hits, Goodyear tires have carried the featured cars in movies like "Days of Thunder" (Tom Cruise's NASCAR race car), "Smokey & the Bandit" (the 1978 Trans Am of Burt Reynolds), "Back to the Future" (DeLorean time machine) and the other feature-length Herbie versions.

To prove that the hits of yesterday keep coming back, the 1968 Mustang fastback from the classic Steve McQueen movie, "Bullitt," returned in recent years as a commemorative edition from Ford - complete with an updated body style, 4.6-liter V8 engine and, of course, Goodyear Eagles, in an updated 17-inch size.

"The thing to remember," Toth said, "is that the Goodyear tires used in the movies aren't specially made for that purpose. Other than racing tires, the Goodyear tires a cinema fan sees on the big screen are the same tires any consumer can obtain. We make tires for real-world applications -- whether the journey is fantastic or simply an everyday commute."

This summer, Goodyear is connecting retail promotions and a Herbie-themed tire sale to the timing of the film. Support communications will include in- store displays, direct mail, purchase incentives and more.

"Goodyear's connection with a fresh and updated Herbie provides us with an opportunity for enhanced appeal with younger consumers," said Sanjay Sivanandan, vice president/general manager, Goodyear brand. "Recognizing this family-friendly appeal and anticipating a strong consumer interest in the film, it made sense to connect some of our Goodyear retail promotions and support communications this summer to the timing of the film. The added feature of a NASCAR storyline in the film makes Goodyear's participation even more relevant."

Goodyear is the world's largest tire company. Headquartered in Akron, Ohio, the company manufactures tires, engineered rubber products and chemicals in more than 80 facilities in 28 countries. It has marketing operations in almost every country around the world. Goodyear employs more than 80,000 people worldwide. SOURCE Goodyear Tire & Rubber Company

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