With Bridgestone claiming to ‘lead the way in quality, technologically innovative goods,’ it is unsurprising to hear of the brand’s significant advances in the area of sustainability and ‘green tyres.’ Bridgestone used the Geneva Motor Show 2013 as a platform to announce the successful development of the new ‘ologic technology tyre’ as large and narrow concept. The launch of the ologic is one of Bridgestone’s initiatives to achieve the goal of ‘contributing to globally agreed target (50 per cent reduction in CO2 emissions)” defined for the group’s efforts toward reducing CO2 emissions in its long-term environmental vision.