Crowds drawn to Bridgestone and Kwik Fit's unique activations at the 2024 British Motor Show

Bridgestone in partnership with Kwik Fit has made its biggest ever impression at one of the most iconic automotive events in Europe, conducting over 800 tyre safety checks and bringing its premium products to life in new holographic ways.

The leader in mobility solutions made its presence felt at the British Motor Show for the third successive year and engaged with more than 50,000 visitors at Farnborough International from August 15^th to 18^th.

During that time, Bridgestone was able to conduct more than 800 tyre checks while also hand-delivering tyre safety postcards to drivers, in a novel approach to highlight the importance of tyres and staying road-safe.

The ‘Bridgestone Become a Road Safety Hero’ postcards emphasise the importance of regular tyre checks and remind road users of the importance of checking their tyres, as ultimately, any vehicle has only four contact patches with the road.  They feature safety tips and maintenance advice for future reference and also provide a simple way for those at the British Motor Show to pass on this important safety reminder to their friends and family.  To learn more including access to the digital version of the postcards visit here.

Additionally, Bridgestone also stopped thousands of onlookers in their tracks with a hypergram holographic display, which gave an iconic impression of the Bridgestone Turanza All Season 6 tyre in a visual which looked as if it could be reached out and touched. Richard Hammond’s Mitsubishi evo VIII FQ300, as seen on DriveTribe, also took centre stage at an eye-catching stand.

Bridgestone’s ENLITEN tyre technology platform was brought to life during the event, which delivers specific benefits depending on the type of tyre and the requirements of every driver, while ensuring that Bridgestone’s tyre portfolio is future-ready.

Tyres benefiting from ENLITEN include the Turanza All Season 6, which is perfectly suited to internal combustion engine models, hybrids and electric vehicles, helping to optimise their performance. The Turanza 6 range, along with the Potenza Sport and Potenza Race tyres, all featured prominently during the event, which saw Bridgestone partner with Kwik Fit, as exclusive partner sponsors of the Motorsport Arena and Hall Five.

Bridgestone’s UK Consumer Sales Director Brett Emerson said: “This was our third successive appearance at the British Motor Show and it was our most successful yet. It’s always an event that we take a great deal of pride in being associated with and we pulled out all the stops this year to make our biggest impression yet.

“It was the first time that we were able to check visitors’ tyres, and this was a tangible road safety development that meant a lot to us, as we could then provide maintenance advice with the intention of keeping people safer when driving. We were able to educate a number of people under our ‘Become a Bridgestone Road Safety Hero’ campaign which is an important focus for Bridgestone.

“We were also able to debut the Hypergram holographic display of the Bridgestone Turanza All Season 6 and we received so much positive feedback. It’s a unique way of bringing a brilliant product to life and demonstrating the credentials of a tyre for all seasons.

“But the most memorable success story of all was being able to engage with such a captive audience and communicate the benefits of our products and services with them. The feedback we received was a timely reminder that we’re getting lots of things right in the automotive industry and that we need to keep working hard to ensure that we’re meeting the needs of an ever-changing automotive industry.”

Bridgestone also underlined its commitment to the realisation of a sustainable society by unveiling its E8 company framework.

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.  Alternatively, please contact Helen Roe at helen.roe@bridgestone.eu

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.