Bridgestone/Firestone North American Tire
Launches New Consumer Tire Web Site In Spanish
NASHVILLE, Tenn. (Dec. 9,
2002) - Spanish-speaking customers of Bridgestone/Firestone
now have a new place to go for information.
Whether an automotive enthusiast seeking
new tire options, a consumer seeking a location for tire replacement,
a teacher looking for unique educational materials, or a car buff wanting
to showcase your vehicle -- the redesigned Bridgestone/Firestone North
American Tire (BFNT) Web site (www.bridgestonetire.com)
is now available in Spanish and has something for everyone.
"We continue to expand the ways
in which we reach out to all our customers. The Hispanic population
has been growing tremendously in the United States and we wanted to
grow with this important customer segment," said Internet &
Diversity Marketing Manager Michael Fluck, of BFNT's North American
Consumer Tire Sales Group. “This effort is yet another expansion
of our comprehensive diversity marketing efforts focused on Hispanic
customers. We view marketing as an evolution and look at diversity markets
as a way to continue to expand our audience reach. As a company, we
understand there are strengths from having a diverse workforce and from
serving a diverse customer base,” Fluck continued.
A marketing campaign was launched
in 2001, kicking off with the launch of TireSafety.com in Spanish (www.neumaticosseguros.com),
designed to provide important tire safety information to the Spanish-speaking
segment of the population. In 2002, the campaign was expanded with Spanish
language advertisements in magazines, regional newspapers and on television.
Magazine advertising appeared in publications including Newsweek en
Español, People en Español, Selecciones, Men's Fitness
en Español, Automundo and MotorTrend en Español. Television
advertising consisted of an extensive schedule including cable television
stations Telemundo, Telefutura, and Univision. Similar marketing efforts
are planned for 2003.
"Our ultimate goal in developing our new
Internet site was to simplify navigation and make the site more user
friendly for all our visitors," Fluck said. "The site is now
available in English, Spanish and French, providing extensive information
to our significant customer base throughout North America.”
Web site contents include:
- a tire selector through which consumers can select
tires based on vehicle fitment, size, brand, category or product name;
- product news and press information, including downloadable
images;
- a store locator to find the nearest authorized
retailers (United States and Canada) or specialty tire retailers (such
as those selling Run Flat tires); The store locator also offers users
a map to the desired retail location and detailed driving directions;
- links to Bridgestone sites worldwide which allow
single click access from any page to the global world of Bridgestone;
- a motorsports section, which has information is
available on various racing activities including CART, IRL, Kart,
and The Bridgestone/Firestone Racing Academy;
- an automotive enthusiast section on which tuners
and enthusiasts may post photos of their restyled vehicle;
- a section for children including a downloadable
activity book with word searches, puzzles and a coloring book;
- tire safety information which drivers' education
instructors may find very useful. Tire safety information is available
via link from the consumer site to Bridgestone/Firestone's Tiresafety.com
(www.tiresafety.com)
where information is available in English, French, and Spanish to
help explain tire technology and maintenance. A useful tool on this
site is also a free inflation reminder that is automatically sent
to site registrants monthly;
- explanations of key Bridgestone/Firestone technologies
such as UNI-T, UNI-T AQ, UNI-T AQII are also on the site;
- an advertising gallery showcasing over 500 historic
Bridgestone, Firestone and Dayton tire ads; and
- consumers may also apply online for a Credit
First National (CFNA) credit card for purchases at Bridgestone/Firestone
retailers.
Bridgestone/Firestone has offered support to the Hispanic
population through the Bridgestone/Firestone Trust Fund to charities
focusing on issues important to the Hispanic population as well as the
public at large. The interests of these charities are parallel with
those of the Bridgestone Firestone Trust Fund, which focuses on education,
children, the environment and conservation. Contributions and pledges
have been made to the Hispanic Scholarship Fund (San Francisco, Calif.),
Johns Hopkins University Center for Talented Youth (Baltimore, Md.),
and the National Council of LaRaza (Washington, DC), the National Minority
Aids Council, and the Amigos de las Americas (Houston, Texas).
Nashville-based Bridgestone/Firestone North American
Tire, LLC is a subsidiary of Bridgestone/Firestone Americas Holding,
Inc., whose parent company, Bridgestone Corporation, is the world’s
largest tire and rubber company. BFNT develops, manufactures and markets
Bridgestone, Firestone, Dayton and associate and private brand tires.
The company is focused on wholesale and original equipment markets,
supplying passenger, light truck, commercial vehicle, off-road, agriculture
and other tires to its customers in the Americas.
