With the increasing use of cold weather tyres across many European markets as a result of legislation, recent harsh winters, and increased product awareness, the development cycle for new models has reduced in length. The world’s biggest manufacturer, Bridgestone has responded to the increased interest in the segment – and the resultant quickening of technological improvements – by signing a long-term lease on its new Sweden Proving Ground (SPG), located in Vidsel in the north of the country under 100km from the polar circle, and an hour’s drive north of Lulea airport. Its representatives told tyrepress.com that the estimated new seasonal product cycle would now be “no more than two winters”, since the “life cycle of a winter tyre is getting shorter”.