‘No two 4×4 enthusiasts are the same’ – Bridgestone’s Brett Emerson

With the manufacturer’s latest Dueler all-terrain tyre coming into the market in 2023, Bridgestone’s consumer sales director Brett Emerson has given some insight into how Bridgestone is developing its 4×4 tyre range with consumers and the wide variety of application mixes within this segment. Starting from the point of view that “no two 4×4 enthusiasts are the same,” Emerson explains the importance of “factoring in how much all-terrain driving” drivers will do and “how much is mud related.” The manufacturer, alongside the First Stop retail network, wants to help fit the tyre with the right performance characteristics to customers’ vehicles, Emerson continues.

“For example, there are 4×4 tyres with rugged tread patterns designed for the hardcore demands of off-road driving – even through heavy mud. These off-road 4×4 tyres incorporate technology to offer superior durability and off-road performance, providing maximum traction and control in the process.

“On the other hand, there will be plenty of 4×4 owners who have less demanding driving requirements, with an all-terrain tyre more suitable for regular journeys on roads and motorways.”

The differences between off-road and all-terrain tyres is easy to observe for some, but worth explaining to customers, since the differences can be appreciated visually. Emerson explains: “An off-road tyre is a chunky tyre with a visibly noticeable tread pattern designed to perform in more challenging conditions. Off road tyres have bigger treads, spaced widely for better grip and traction. They are designed to offer better performance on difficult ground.

“Picture a farmer working away on some muddy, steep slopes and expect his or her 4×4 to be shod in off-road tyres.

“An impressive off-road tyre will also boast a stronger carcass to withstand the uncompromising conditions it is operating in, because it is a higher risk of damage.

“We would encourage anyone encountering deep mud, uneven surfaces and unpredictable conditions to consider an off-road 4×4 tyre.”

Bridgestone Dueler All-Terrain A/T002 (Photo: Bridgestone)

Meanwhile, all-terrain tyres offer a halfway house between off road driving and regular on-road travel. Yet there are also big differences between the emphases of different all-terrain products. Emerson continues: “some focus on road performance and other all-terrain tyres offer greater mud and off-road characteristics. If an all-terrain tyre majors on superior road performance capabilities, it will have a shallower tread pattern, allowing it to run at high speeds.

“If an all-terrain tyre leans towards superior off-road performance, tread patterns will be deeper and driving might not feel as quiet and smooth, generally.”

On-road 4×4 or SUV tyres have big advantages for highway driving, manufactured for a smooth, quiet ride on everyday road surfaces, which means drivers using their 4×4 vehicle purely to tackle roads are well-advised to stick to these more car tyre-like fitments. The popularity of performance crossovers such as the Audi Q7 and the BMW X5 have led to a subsection of tyres for SUVs that have similar qualities to the best performing car tyres. Indeed, many tyres for this segment are specially developed versions of car tyre ranges. These are often used as factory fitments too, in order to demonstrate a vehicle’s best possible on-road performance, rather than allow for off-road performance.

Emerson explains the innovative technologies in all-terrain tyres versus these highway fitments: “An all-terrain tyre will feature a more aggressive tyre design for better adaptation and reaction over different types of terrains. Look out for innovative hexagonal block shapes and pattern architecture to provide excellent traction and braking balance on different surfaces, as well as the capacity to grasp mud and snow while keeping the tyre clean when back on asphalt.”

Emerson says these considerations were part of the process in developing the Bridgestone Dueler All-Terrain A/T002 as a true all-terrain product. “Before developing the tyre, Bridgestone questioned drivers of 4×4 vehicles what mattered most to them. The overwhelming response was for freedom and adventure, while also an emphasis on safety and reassurance so they are ready to tackle the road ahead, no matter the weather or terrain.

“The Bridgestone Dueler All-Terrain A/T002 offers all 4×4 drivers – regardless of whether they are looking for adventure, or simply using their vehicle for their daily work – the confidence and control they need to push their vehicles to their full potential in tackling both on- and off-road conditions.”