Firestone Pulls Through

An article in the Detroit News holds up Firestone as a prime example of the “never say die” school. At the time of the tyre recall, the Firestone brand was considered by many to be dead in the water, but the company’s latest research shows that there’s life in the old dog yet. First quarter replacement market sales are up 15 per cent for passenger car and 28 per cent for light trucks against 1Q 2003 figures.

Market share has stabilised at 7.2 per cent, which is lower than the 1999 figure of 10.2 per cent, and the company says it is gaining consumer sales.

As an indication of this new sense of optimism, the advertising budget has been quadrupled to $18 million and the first brand campaign in four years – including TV slots – is running. The adverts feature Firestone’s memorable “where the rubber meets the road” slogan (last used in 1988) and include an appearance by the famous racer Mario Andretti..