Canadians challenged to participate in "Be Tire Smart Week" (April 25 - May 1, 2004) by measuring their tire pressure The Rubber Association of Canada and the Government of Canada are challenging motorists to measure their tire pressure during Be Tire Smart Week (April 25-May 1, 2004). A recent study by The Rubber Association and the Government of Canada indicated that 70% of vehicles have at least one tire that is improperly inflated, a problem that leads to reduced safety and greater fuel consumption. "Tires generally perform well, so people take them for granted," says Glenn Maidment, President, The Rubber Association of Canada. "Even so, they still need a little attention to keep them in top shape." Car owners could save between $850 and $1,000 over their vehicle's typical seven-year life (through fuel savings and longer tire life) if they adopted better tire maintenance habits. "Fuel efficiency is often one of the factors that people consider when choosing a car, but once they have that car, they may not realize the direct impact tire inflation has on fuel efficiency," says Maidment. "They're spending more than they have to on gas and they are causing more greenhouse gas emissions to be released into the environment." Maidment recommends that motorists measure their tire pressure monthly and before heading out on long trips. He also suggests that drivers have their vehicles' tires rotated, balanced and aligned on a regular basis. A tire service technician can establish a schedule that is best for each vehicle. The four pillars of tire maintenance are Pressure, Alignment, Rotation and Tread (PART): Pressure: Underinflation is a tire's number one enemy. Measure tire pressure every month and before long trips. Alignment: The car pulling to one side or shaking may indicate an alignment problem. Have your alignment checked periodically to ensure even tire wear. Rotation: Tire rotation promotes uniform tire wear. Rotate tires every 10,000 km. Tread: Measure and inspect your tires' treads. Place a penny with the Queen's crown facing down into the tire tread. If you can see the top of the Queen's crown, it's time for a new tire. The first-ever Be Tire Smart Week is part of The Rubber Association of Canada and the Government of Canada's "Be Tire Smart - Play your PART" campaign dedicated to educating drivers about the safety and environmental benefits of proper tire maintenance. Contact: Anne Scott, Tel: 416-598-0055 x.267