Bridgestone Europe says it will present the latest addition to its Firestone passenger car tyre range at next month’s Geneva Motor Show. According to the tyre maker, the new Firestone Destination Winter SUV tyre offers “top snow control” and a “best-in-market EU label B rating for wet grip.”
Firestone’s relaunch through a series of summer music festival sponsorships – the Firestone Music Tour announced at the Geneva Motor Show – will include events in Spain, Germany, France, Poland, Italy and at the Reading Festival in the UK. Firestone has committed to a high-profile presence in Reading, led by a team of Firestone roadies incorporating a large Firestone stand, signage, special attractions, parking and campsite activities. A new Firestone website will also be launched shortly, supplemented by a concerted social networking campaign on a variety of online channels.
Bridgestone is continuing its youthful “reinvigoration” of the Firestone brand through a musical retail promotion. The ‘Rock On Then Roll Out’ sales campaign runs until November 30, with more than £100,000 in iTunes vouchers and a chance to win a trip to The Brit Awards on the table. Firestone increased European activity has so far […]
Bridgestone representatives at the launch of the new Firestone Destination HP SUV tyre in Valencia were particularly keen to stress the importance of the event beyond the product itself. While the product, representing an important segment for the company’s second line brand, provided plenty of the technological improvements usually expected of a new flagship tyre in metrics such as dry and wet braking, rolling resistance and noise, this was also a “rejuvenation” of a name that has kept a relatively lower profile outside USA in recent years.