Bridgestone back at the IAA

Bridgestone will return to the Frankfurt IAA in 2003, after a 12-year absence, with an innovative display of its latest tyre technology and achievements. The 310 m2 booth will be located in Hall 8, nr. A18. The famous red Formula One Ferrari catches the eye, but there’s more to the stand than motorsport glitter.

“We wanted to show that Bridgestone develops world-class tyre technology” says Mr Günter Unterhauser, Managing Director of Bridgestone Germany. “The IAA is one of the most prestigious motor shows in the world and certainly the top show in Germany. It is not only for end users. It gives us the chance to invite loyal dealers and our First Stop partners, to convey the message that we are a high tech company and to show them the new range.”

Latest Run-Flat technology

Another centrepiece on the stand is run-flat technology (RFT), the latest active-safety system that is fast becoming standard fitment on top-of-the-range performance cars. Bridgestone is a world leader in RFT development and announced recently that the new BMW Z4 will leave the factory equipped with Potenza RE050 RFT tyres. In the “IAA active” outdoor area next to Hall 8, the public can be driven in a BMW 5 Series and test Potenza RE050 run-flat tyres for themselves. For the tyre trade, this gives a strong message that Bridgestone is committed to the run-flat concept and will support its dealers.

The Magic of Formula One

The Bridgestone IAA stand pulls in the crowds with the Scuderia Ferrari and its Bridgestone Potenza racing tyres that have carried the team to four Formula One Constructors’ championships and three Drivers’ championships in the last four years. Visitors can win Formula One Grand Prix tickets too, in a contest in the interactive area of the booth.

New corporate identity

Bridgestone has almost a 20% share of the global tyre market but has lacked a comparably strong corporate image in Europe. The IAA presence is proof that the company is determined to change this situation, unveiling for the first time in Europe the new Bridgestone “Passion for excellence” identity.

The stand itself is an attractive, sophisticated display; its silver, alloy look reflecting technological expertise in the new corporate identity. With a modular design, the Bridgestone stand will be used worldwide at other motor venues, such as Tokyo, Geneva and perhaps Paris, to project a unified global image of the company.