Bridgestone Continues To Win In F1 Circus

Bridgestone, the world’s second largest tyre manufacturer, invited a party of tyre dealers and important customers to the Monaco Grand Prix. And there was reason to celebrate as the first two drivers home were racing in cars shod with Bridgestone tyres. Michelin had to be content with third place, which went to Eddie Irvine.

The Bridgestone management is using Formula One events to improve its relationships with important partners, plus involvement in motorsports breeds success – over the past three years brand image and brand awareness have improved significantly in Europe and Latin America. This not only helps to ensure that the ambitious volume targets are met, but has the effect of improving the consumers’ perception of the quality of the brand, which means that they are willing to pay a higher price for the tyres..