The idea was to produce "the best performing broad market tire Goodyear ever made," said Jon Rich, president of Goodyear Tire & Rubber Co.'s North American Tire operations. The result was a family of tires. Goodyear introduced the first two tires in the new Assurance tire line at a special product launch held prior to its 2004 Dealer Meeting in Kissimmee, Fla. Both all-season tires are named Assurance. One tire features "Comfortred Technology" and is geared to possible original equipment fitments. The other features "Tripletred Technology" and its more aggressive, unidirectional tread pattern. Assurance replaces the Aquatred 3, which will be phased out over the course of the year. In its consumer research, Goodyear found that the top two consumer needs were safety and comfort. "'Safety for me and my family' was the number one overriding concern," said Andy Traicoff, general marketing manager for Goodyear consumer tires. Number two was a "quiet, comfortable ride."