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From the Fairway to the Highway, Continental Tires Uncovers Male Gender Traits

5 April 2000

From the Fairway to the Highway, Continental Tires Uncovers Male Gender Traits

    CHARLOTTE, N.C., April 5 It's no secret that men of all
ages love toys, from cars and computers to golf clubs and stereo systems.
Recent research by Continental Tires found that when men were asked what toy
they treasured the most, golf clubs were the clear winner, pulling in 30
percent of votes, with fast cars tailing a close second at 27 percent.
    "Studies have shown that in American homes, young boys have always had
more toys than little girls," said Dr. Mary Hicks, director of marriage and
family, Florida State University.  "Once they reach manhood, these
materialistic items such as golf clubs or fast cars are simply an extension of
that childhood fascination."
    Additionally, while more than half of men report they have completely
exaggerated about their golf game in order to impress friends, fast cars were
the favorite bragging right among those with Y-chromosomes.  Brand name and
speed were neck and neck for the number one automotive feature men admitted to
boasting about the most.
    Many male participants explained that compliments from other men on either
a fantastic golf game or sporty car are much more satisfying that those from
someone of the opposite sex.
    "It's cool when a guy at a service station notices your wheels.  Cars are
something that men appreciate more than women.  It's a male bonding
experience," claimed one 36-year-old respondent.
    Statistics garnered from the survey also estimate that 79 percent of men
have a "special love" for cleaning and caring for their favorite toy that sits
on four tires.  In fact, the majority of males that go off-road do so only to
be able to wash and polish the car afterward.
    According to Dr. Hicks, the answers recorded in the Continental Tires
gender survey conclude that although society and male gender roles are
changing, the fact that men have a strong fascination for toys will always
remain the same.

    Continental Tires is a brand manufactured and distributed by Charlotte,
N.C.-based Continental General Tire, Inc. (http://www.contigentire.com).  As original
equipment on luxury sports cars such as Porsche, Mercedes-Benz and BMW,
Continental brand tires have earned a reputation as top-of-the-line
performance tires.  Offered in the replacement market only through qualified
dealers, Continental brand tires are available in sport, touring and SUV/light
truck series.  Continental General Tire, Inc. is a group company of Germany-
based Continental AG, a leading systems supplier to the automotive industry.

    For more information on Continental Tires, visit http://www.continentaltire.com
or call (800) 847-3349.