The Whys and RAV4s of Run-Flat Systems

Tyres & Accessories asked Bridgestone UK senior marketing analyst, Andy Dingley to explain why the company recently decided to advise Toyota RAV4 T180 diesel owners to go back to the showroom at tyre changing time. Bridgestone is keen to point out that there is no alternative motive attached to this move, just simple technological constraints. According to the Japanese manufacturer, the situation all comes down to the fact that the new RAV4 uses the Bridgestone Support Ring (BSR) run-flat system rather than a sidewall supported product.

“However, as this is still a new technology there are associated technical factors relating to the fitting of replacement BSR tyres, which have made it necessary for Bridgestone UK to adopt an alternate system of supply during the early stages of introducing the product to the UK market,” Bridgestone’s official statement reads.

So when did Bridgestone first bring this issue to its tyre trade customers’ attention? “We first informed the trade in our May newsletter,” Andy Dingley explains: “The fact that we approached the situation as we did relates to the small number of vehicles on the market.” There is expected to be around 1500 on the market by 2007 therefore requiring around 200/300 tyres to be changed. Bridgestone UK is adamant that whatever else the situation is it is not the thin end of the wedge and not a way of increasing car showrooms’ tyre sales.

“We certainly wouldn’t do that,” says Dingley. In this case it is simply a “technological question.” The problem is that, as a 4×4, the RAV4 cannot be fitted with a sidewall supporting style run-flat, but rather has to incorporate a support ring in order for the tyre to work effectively. This combined with a tricky tyre pressure monitoring system (TPMS) means that most independent dealers are not equipped for this technology.

Bridgestone sums up the technical difficulties by saying: “These factors are – Specialised equipment is required to reset the TPMS (Tyre Pressure Monitoring System); Specialised fitting equipment is required to strip and re-build the tyre and wheel assembly; Both equipment and training are required to ensure safe and reliable changeover of tyres. The safety of vehicle and driver are Bridgestone’s primary concern.”

For the record Bridgestone doesn’t believe car dealerships are any better prepared than independent dealers, the company is simply using these outlets as a changing/collection point for complete wheel assemblies to be fitted. In fact, no Toyota dealers are changing any RAV4 tyres themselves, says Dingley.
From a safety and a liability perspective, this move is said to benefit the independent dealer. “We have to be certain that they are being fitted properly,” explained Dingley, adding: “It is in our interests to train as many dealers as possible. And we continue to encourage dealers to take our whole day theoretical and practical run-flat course.”

Dingley describes Bridgestone as a market leader in the top three when it comes to run-flat sales. Last year Bridgestone’s run-flat sales grew almost 40 points quicker than the rapidly growing market. Bridgestone’s run-flat sales went up 240 per cent compared with a 202 per cent increase in the market, Dingley explains. So with run-flats being a key technology for the medium and longer term, the company’s relationship with independent dealers remains integral. “Retail is our route to market…it would be completely counter productive for us to alienate the people we rely on,” says Dingley.

The only reason Bridgestone has found itself in this position is because the RAV4 just happens to run on some new technology. But, as Dingley points out, becoming proficient at working with this new technology is a real opportunity for dealers to differentiate themselves from their competitors. This point is particularly valid when you consider that various Bridgestone executives have gone on record as saying that in their opinions, it is only a question of time before run-flats are as prevalent as airbags on modern vehicles.