OE key to Bridgestone’s high performance portfolio

Competition in the high performance tyre market is growing as second line and budget brands bring aggressive performance patterns and larger diameter sizes to market. Established premium tyre makers, who previously had the market all to themselves, now share the performance segment with an abundance of lower-priced products. How can a premium tyre maker maintain its market share in such an environment?

Andy Dingley, communications manager Bridgestone Europe, observes that competition is greater than ever before, but he says a key element in Bridgestone’s retention of its strong position is its original equipment supply, especially for prestige vehicles. “The replacement high performance tyre market is a favourite with tyre makers everywhere these days, but we don’t compete head on,” he comments. “We devote a lot of resources to the development of original equipment  products, and our tyres are fitted on some of the top marques, such as Audi, BMW and Aston Martin, to name just a few.

“Our competitive advantage is that we’re producing for some of the best car makers in the world,” he continues. “Our original equipment business serves to substantiate our quality. The second line and budget manufacturers don’t have this. The leading vehicle manufacturers choose us for a reason. They trust us.” Dingley adds that, in addition to magazine test results, a tyre’s selection as an original equipment fitment helps many consumers decide upon their choice of replacement tyre: “If motorists are not able to differentiate between products themselves then they will rely perhaps on test results and more likely rely on a brand’s association with original equipment prestige marques.”

An original equipment association with prestige and sporting marques is therefore a marketing boon for any tyre maker. Another, now heavily used selling point is motorsport affiliation. In this area, however, Bridgestone exercises caution. “We supplied tyres to Formula One for a number of years, and while there are undoubtedly lessons and experiences learned from that time it’s difficult to trace a direct line to any specific innovations. There were certainly benefits – we put so much research and development into F1. Take NanoPro-Tech as an example; there are likely to be some F1 influences, but it was developed independently.

“We prefer to say that motorsport is part of our DNA, as demonstrated by our current involvement in MotoGP and the difference between us and some manufacturers is that we prefer to let the products do the talking and let others make up their minds – it’s a typically Japanese approach

Bridgestone’s high performance portfolio

Now to the products. The latest addition to Bridgestone’s high performance range is the Potenza Adrenalin RE002. The Japanese tyre maker describes this as being “designed with the sport conscious, thrill seeking driver in mind, possessing the ability to transform any car into a spirited, superior vehicle.” Dingley adds that the aftermarket-only Adrenalin RE002 is positioned below the flagship Potenza S001 in terms of pricing and is aimed at the tuner market and motorists with a sporty spirit. “The Adrenalin RE002 represents the fun, quality end of the market and doesn’t compete with the S001,” he comments.

The Adrenalin size line-up is in the 15 to 16-inch slot, Dingley says, and appeals to drivers of cars such as the Fiesta RS and sports model Astra. It is, adds Bridgestone, “at its best on Britain’s maze of B roads and lanes.”  The silica based top compound, high grip shoulder blocks and solid contact centre rib design are all intended to work together to provide excellent dry handling.  This tyre is, the tyre maker continues, fashioned to provide drivers with optimum traction, sharp steering performance and advanced cornering capabilities – distinct characteristics that allow drivers to experience a truly exhilarating ride.

The top of the Bridgestone high performance range continues to be occupied by the Potenza S001, a tyre Bridgestone says embodies “acute accuracy, focusing on both quality execution and wet handling.” The S001, adds the tyre maker, offers the driver a second-to-none dynamic driving experience with its off-centre rib design that affords total high speed control. It maintains a maximised contact area which allows a comfortable connection with the road whilst sustaining steering precision and high grip outer shoulder blocks offering outstanding braking and cornering capabilities.

At the start of the year, the Potenza S001 range was boosted with the addition of run-flat fitments. Historically, run-flat fitments have been criticised for their ride characteristics, and when asked about the difficulties of pairing ultra high performance with the requirements of run-flat technology, Dingley replies “there are always design issues to consider, and the S001 RFT was no different. However we employed new technologies to counter these. Our aim was to get within five per cent of the standard product for vertical stiffness. To achieve this, it was necessary to reduce sidewall gauge thickness, and to do so we used different compounds and sidewall gums, and also employed cooling fins that utilise airflow to reduce sidewall temperature in flat mode. The combination of these measures made the comfort improvements possible.”

Summing up the company’s current high portfolio for this segment, Dingley states “Bridgestone’s current high performance range allows the driver to fulfil the ultimate driving experience whilst still having the assurance of safety and comfort. The innovative designs of the RE002, S001 and its run-flat equivalent illustrate what Bridgestone is capable of – effectively pairing high-performance and wet grip to produce a first-class tyre.”

Product days revived

This year, Bridgestone aims to revive an event it previously used to raise product awareness; in September, the tyre maker will demonstrate its entire performance range (along with other products) at Rockingham. “This will be an event for our dealer network and the motoring press,” Dingley shares. “My aim is to try and see it established as an annual event for all new products.  The Adrenalin, the latest addition to our high performance range, will be particularly showcased there.”