Bridgestone to showcase “Everywhere” marketing, sustainable concept tyre at IAA

Bridgestone has announced its dual strategic intentions for its stand at the 65th International Motor Show for Cars in Frankfurt. The manufacturer will divide its stand between a “current zone” with its “Everywhere” brand marketing platform and premium tyre range, and a “future zone”, which will focus on concept tyres, including one made with “100 per cent sustainable material”. The show takes place on 10-22 September, and Bridgestone Europe’s 320m² stand will be located at D03 in Hall 8.

Bridgestone says the “current zone” will display four key strategic areas highlighting four tyres now on the market. These comprise the Potenza Adrenalin RE002 urban sport tyre; the low rolling resistance Ecopia EP150 and EP001S (which boasts A/A European label grades); the Turanza T001 premium touring tyre; and the run-flat technology incorporated into its flagship Potenza S001 RFT sport tyre. The area will also echo Bridgestone’s “Everywhere” brand platform, which Bridgestone says received more than 1,000,000 hits in its first two months on line. 

In Addition, a separate display will present Bridgestone winter tyres. An Audi Quattro fitted with new Blizzak LM-32s sport tyres will demonstrate the company’s sponsorship of Audi FIS Alpine Ski World Cup events, recently extended for another three seasons. 

In the “future zone” on the left-hand side of the stand Bridgestone will show technologies, products and ideas for the future, with a strong focus on environmental solutions. This will include its 100 per cent sustainable material concept tyre; an air-Free concept tyre fitted on a concept Kart for the first time in Europe; a half-weight concept tyre; and large and narrow technology for the next generation of environment-friendly vehicles. Also on display is Bridgestone’s proprietary new tyre printing process.

At the front of the stand, a showbike is presented to attract motorcycle visitors to the bike tyre corner. Here Bridgestone will present its MotoGP tyre and latest Battlax Sport Touring T30 and Hypersport S20, which the manufacturer says is taking MotoGP technology from the track onto the street.