Bridgestone’s mid-range Firestone brand has launched a new “affordable high performance summer tyre”, the Firehawk Sport. The manufacturer says the tyre builds on the US-origin brand’s “strong legacy,” emphasising improved steering response, wet grip and dry braking characteristics versus the predecessor Firehawk SZ90mu. Bridgestone is marketing the tyre as a product to help drivers “feel empowered and in control at all times;” it targets its Firestone brand primarily at younger UK and European drivers, who are brand-conscious but also demanding greater affordability. It wants to leverage the long-term brand value of Firestone, which has a century-long heritage in motorsport and innovation, to achieve this.