Bridgestone puts tyre safety in the spotlight at triumphant British Motor Show presence
Bridgestone, in partnership with Kwik Fit, put tyre safety firmly in the spotlight at the British Motor Show, after checking nearly 250 vehicles on the Saturday morning of the action packed event in Farnborough.
Bridgestone’s team of volunteers, alongside KwikFit tyre technicians, checked the condition of 248 cars, with 22.6% identified as requiring attention – and worrying 3.6% needing urgent attention, tying into figures reported by the TyreSafe that there are an estimated 6.1 million illegal tyres on the UK roads 1. The activity formed part of the company’s ‘Be a Bridgestone Road Safety Hero’ campaign, a nationwide initiative that reminds drivers of the importance of their tyres to their safety and passes on simple tips in checking their tyres to stay safe on the road.
The initiative resonated strongly with many of the esimated 60,000 attendees to this years British Motor Show that took place between August 15 and 17, with Bridgestone and Kwik Fit also engaging in hundreds of conversations about tyre maintenance on their show-stopping stand, while distributing hundreds of the Bridgestone Be a Road Safety Hero bags containing key tyre safety tips.
Beyond the safety checks, Bridgestone and Kwik Fit once again proved a highlight of the show for a fourth successive year, with a broad range of other activities to keep onlookers entertained.
Inside Hall 5, nearly 4,000 visitors queued for the ‘Bridgestone & KwikFit Tyre Derby’ game, while Bridgestone’s premium products - including a Ferrari fitted with Potenza Sport tyres - turned a number of heads. A 3D holographic display of the Bridgestone Turanza All Season 6 tyre brought the braking differences between premium and budget tyres to life, while the Bridgestone’s distinctive Tyre Mileage Guarantee also resonated with motorists, who can benefit from the unique offer.
Outside in the arena, drift cars, stunt bikes and adrenaline-packed displays entertained packed crowds, with a Racing Bug simulator - new for 2025 - drew hundreds of competitors in fully branded Bridgestone and Kwik Fit cars.
Meanwhile, a sense of community was once again at the core of Bridgestone’s involvement, with support for the Sporting Bears children’s charity across the three days.
Drew Chapman, Consumer Sales Director, Bridgestone North, said: “The British Motor Show continues to provide a unique platform to connect with tens of thousands of people, but most importantly it allows us to make a tangible impact on road safety.
1. TyreSafe 2023 Tread Depth Survey - www.tyresafe.org
“Checking 248 sets of tyres and sharing maintenance advice will have made a real difference to drivers as they left the show. Alongside our partners at Kwik Fit, we’re proud to engage, educate, and inspire visitors while showcasing the performance and safety benefits of our premium products.”
Bridgestone’s presence at the British Motor Show in partnership with Kwik Fit was the company’s fourth successive appearance, reinforcing its long-term commitment to safer roads, premium performance, and inspiring the next generation of drivers.
The “Bridgestone E8 Commitment” consists of 8 values starting with the letter “E” (Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment), which the company will commit to creating, together with employees, society, its partners and customers. They include the creation of a carbon neutral mobility society, advancing tyre technologies and solutions, and inspiring excitement and spreading joy to the world of mobility.
The British Motor Show aligns with ‘Emotion - Committed to inspiring excitement and spreading joy to the world of mobility.’
Media information: For more information about this press release, or if you have any more questions, please call Ben Smallman at Ben Smallman PR on +44 (0) 7833 463195 or email ben@bensmallmanpr.com.
About Bridgestone in Europe, the Middle East and Africa
Bridgestone in Europe, the Middle East and Africa (Bridgestone EMEA) is the regional Strategic Business Unit of Bridgestone Corporation, a global leader in tyres and sustainable mobility solutions.
Headquartered in Zaventem (Belgium), Bridgestone EMEA employs more than 14,000 people and conducts business in 35 countries across the region.
Bridgestone offers a diverse portfolio of premium tyres, tyre technologies and advanced mobility solutions. The company’s vision is to provide social and customer value as a sustainable solutions company. The Bridgestone E8 Commitment is a broad, global corporate commitment that clearly defines the value the company is promising to deliver to society, our customers and future generations in eight focus areas; Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment. These provide a compass to guide strategic priorities, decision making and actions throughout every area of the business.
For more information about Bridgestone in EMEA, please visit our newsroom and www.bridgestone.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.