announced today that Japan's Bridgestone Corp. has become its seventh member company. Bridgestone joins Continental AG, Cooper Tire & Rubber Company, The Goodyear Tire & Rubber Company, Groupe Michelin, Pirelli SpA and Sumitomo Rubber Industries. It is also announced that McKinsey and Company, an international management consultancy, has been retained as overall e-commerce advisor for the initiative, with an announcement on the technology provider to be made in the near future.