Bridgestone launched the new Turanza T005 in the second half of 2017, replacing its Turanza T001 EVO, and joining the innovative DriveGuard in covering the European car tyre market. The new tyre, which was developed and produced in Europe to offer motorists improved wet performance and fuel economy, combined with high mileage, is now available in a wide line-up that will eventually provide almost complete touring market coverage by 2019, with more than 140 sizes for 14’’ to 21’’ rims.
Bridgestone’s approach to marketing Firestone has seen the world’s largest tyre manufacturer’s second-line brand rise in prominence in European markets, while a rapidly overhauled product range has helped to solidify confidence in both quality and availability. The self-professed youthfulness of the marketing approach to Firestone has seen the brand featured in various live music venues around the continent, while the summer “Firestone Music Tour” of festivals has increased to sponsorship deals with nine premier events in key markets, including Download in the UK. The introduction of the latest tyre in the Firestone range, the Roadhawk for touring and family cars, was timed to coincide with the first festival of the tour, Primavera Sound 2017 in Barcelona’s Parc del Fòrum, and the company hosted dealers, automotive journalists, and a cadre of lifestyle writers and bloggers, demonstrating the sustained, relatively novel approach Bridgestone has brought to the brand since what might be termed its reinvigoration in 2014.
Firestone has targeted “shaking up the mid-price tyre segment in Europe” with its new Roadhawk, a car tyre engineered for endurance and safety. The Bridgestone brand says its Roadhawk targets mainstream motorists who drive all types of journeys – urban, highway, commute, school run, shopping – on a daily basis. The brand adds that these drivers want a tyre that gives them long-lasting performance in road conditions where wet weather, heavy traffic, sudden braking, and motorway speed are all part of the daily mix.