Firestone is a car company. This is the message at the heart of Bridgestone America’s new brand campaign. Titled “Drive a Firestone”, the campaign hinges on the notion that, while it doesn’t actually produce cars, Firestone is indeed a car company. The tyre maker’s message is that regardless what a motorist drives, Firestone tyres and the service its retailers provide can help make their car run stronger, longer.
In addition to its research into guayule and Russian dandelion-sourced rubber, Bridgestone has looked into the potential applications of soybean oil in tyre manufacture. The company’s American operation has now unveiled a concept tyre it says contains more than ten per cent soybean oil. Bridgestone Americas Tire Operations displayed the Firestone branded 800/70R38 Radial Deep Tread 23 agricultural tyre at the Farm Progress 2012 Show in Boone, Iowa, and says soybean oil may be present in its production agricultural tyres as early as next year.
The Firestone Tyre Pressure Calculator app is on track to hit 10,000 downloads by this year’s harvest. The free app, which is already available for iPhones, was launched for android devices at the 2012 Cereals Show in Lincolnshire.
Bridgestone Americas Tire Operations has earmarked a further US$74 million for capacity expansion at its Des Moines, Iowa agricultural tyre plant. This latest investment at the tyre maker’s main North American agricultural tyre facility follows a $77 million investment announced in March 2010; Bridgestone says the two projects confirm its “commitment to maintaining its leadership position in the agricultural tyre industry” and will help the plant meet growing demand for tyres that provide better traction and an increased footprint.
There is a serious effort afoot to have the iconic “Firestone Tire Building” in Los Angeles designated as a Historic-Cultural Monument, Tire Review reports. According to a story on la.curbed.com, the Art Deco Society of Los Angeles petitioned the Los Angeles City Council's Planning and Land Use Management committee, which quickly passed a motion approving the designation. The proposal now must go before the entire city council.
South Africa’s Competition Tribunal has confirmed a 9.356 million rand (£721,712.31, 899,154 euros, US$7,241,070) penalty handed down to Maxiprest Tyres by the Competition Commission for “price fixing, division and allocation of markets and collusive tendering”, according to local news reports.
Bridgestone’s run flat tyre line-up recently expanded to include the first Firestone-branded tyre in the segment, the Firehawk SZ90μ, and the company has explained that the strategy is to open up the “value-oriented” market segment to the technology. The Firehawk SZ90μ uses the same technologies as the rest of Bridgestone’s run flat tyre range, allowing drivers to continue driving on a flat tyre for up to 50 miles at a speed of 50mph. The bead is filled with a rubber compound that acts as a filler, controlling heat build-up created during run flat driving.
Bridgestone Americas has unveiled its new Americas Technical Center in Akron, Ohio at a grand opening ceremony, Tire Review reports. The $100 million facility, located just down the street from the tyre-maker’s old tech center, houses 450 employees whose jobs are to develop innovative and advanced tyre technologies for the company.
Vehicles fitted with run-flat tyres as original equipment, such as the various members of the BMW range, are now entering the used car market in increasing numbers and being purchased by drivers with more limited budgets than the first owners. To cater for these motorists’ tyre needs, Bridgestone has launched its first Firestone-branded run-flat for the European market. Called the Firehawk SZ90µ RFT (Run-Flat Technology), the replacement market tyre is available in six sizes for 16- to 18-inch, 40 to 55 series, and features a reinforced sidewall rubber construction for continued safe driving if the tyre deflates or suffers a total loss of pressure.
Firestone has launched a new agricultural tyre in its Performer range for medium-sized tractors. Firestone has announced the details of the Performer 65 at the 37th International Fair of Agricultural Machinery in Zaragoza, Spain. Firestone is exhibiting its range of agricultural tyres between 14 and 18 February.
Bridgestone UK has strengthened its sales and marketing team with the announcement of new appointments within its consumer and commercial tyre operations. The new structure sees Brett Emerson and Greg Ward extend their current roles as UK consumer sales director and commercial sales director respectively into Ireland. Jackie Wherity, Ireland consumer sales manager, will support Brett Emerson with Greg Ward being supported by Ireland commercial sales manager Frank White.
Firestone has presented its sponsored Farming Personality of 2011 Award, to celebrity farmer, Adam Henson for his services to the industry. The prize, awarded in conjunction with Farm Business Magazine, was awarded to Henson at a ceremony at the House of Commons. Firestone and Farm Business said the star of BBC1’s Countryfile as a result of the work he has done to bridge the gap from 'farm to fork', in addition to his passion for farming.
Motorists seeking fuel efficient tyres in North America will soon discover a new name attached to Firestone tyres – Fuel Fighter. Bridgestone Americas Tire Operations (BATO) has revived the company trademark, which was first used in 1978, and is already affixing it to lower rolling resistance original equipment tyres. The tyre maker says selected replacement market fitments will be introduced in the near future.
Base prices for Bridgestone, Firestone and Continuum off-road tyres and Continuum pre-cure tread rubber and retreading materials are to increase by 15 per cent in the United States and ten per cent in Canada. Announcing the new pricing, which takes effect 1 January 2012, Bridgestone Americas Commercial Solutions president Kurt Danielson commented: “We are committed to providing our customers with products of the highest possible quality and value. While we make every effort to absorb rising costs, increases related to market conditions, supply pressures, global competition and manufacturing expenses have made these adjustments necessary at this time.”
US-based automotive market research and product consulting firm AutoPacific has released the results of its most recent replacement tyre satisfaction study. After surveying more than 15,000 vehicles owners who purchased replacement tyres in the US during the past twelve months, AutoPacific determined Michelin to be the most satisfying tyre brand of the 28 included in the study, followed by Pirelli.
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