Newsroom Bridgestone United Kingdom

Bridgestone and Kwik Fit celebrate successful Camper Calling Festival debut

Fri, 04 Sep 2026 09:06:05 +0200

Bridgestone, in partnership with Kwik Fit, are celebrating their successful debut at Camper Calling Festival, where thousands of campers, families and adventure-seeking motorists connected with both brands over the Bank Holiday weekend. The event provided an ideal platform to showcase Bridgestone’s latest innovation for motorhome owners, the new Duravis Camper All Season tyre.

As Official Tyre Partner and Lakeside Stage sponsor of the popular three-day festival at Ragley Hall, Bridgestone, in partnership with Kwik Fit, engaged with a captive audience of campers, families and adventure-seeking motorists, which represented the perfect opportunity to bring to life its latest tyre technology.

The Bridgestone and Kwik Fit activation stand was packed throughout the three-day event, with visitors keen to discover more about the company’s premium tyre line-up, whilst winning all manner of exclusive merchandise from festival floppy hats to sunglasses and ponchos.

The Bridgestone Duravis Camper All Season has been designed to give motorhome owners outstanding control across the seasons, with EU label grade A wet grip, excellent dry braking performance and winter-ready capability. Built for the demands of heavy loads and long parking periods, its reinforced CP-marked construction enhances durability, while excellent longevity and EV-readiness provide extra peace of mind for every journey. Find out more by clicking here

And it wasn’t just the tyres attracting attention, with the Bridgestone and Kwik Fit Racing Bug simulator proving one of the festival’s most popular attractions. Motorsport fans queued up to get behind the wheel and test their skills, bringing Bridgestone’s racing heritage to life.

The partnership also put Bridgestone and Kwik Fit at the heart of the festival experience, with prominent branding around the Lakeside Stage helping to raise awareness of both brands among thousands of potential customers.

Drew Chapman, Consumer Sales Director, Bridgestone UK, said: “Camper Calling has been a fantastic success for Bridgestone and Kwik Fit, and it has been brilliant to see such a positive response from festivalgoers throughout the weekend.

“It was the ideal environment to introduce Bridgestone’s first all-season camper van tyre and speak directly with people who love their motorhomes, travel and the freedom of the open road. The strong response to our activation and Racing Bug simulator was fantastic to see.”

“We’re delighted with how the partnership has come to life and are already looking forward to building on its success when Camper Calling returns in 2027.”

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 http://www.bridgestone-emia.com/http://press.bridgestone-emia.com/. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.

Over 80% of motorists want learners to be taught tyres as calls for Graduated Licences renewed

Tue, 01 Sep 2026 11:47:20 +0200

Over 80% of UK motorists want new drivers to demonstrate basic tyre knowledge when learning to drive and after passing their test according to Bridgestone research, with 57% also calling for graduated driving licences for young drivers.

Motorists are calling for the stronger measures to help keep newly qualified drivers safe on Britain's roads, with 81% believing new drivers should fully understand issues such as correct tyre pressures, tread depths and the role of tyre pressure monitoring systems.

Bridgestone’s findings[1] also reveal widespread backing for tougher roadside enforcement, with 67% of motorists saying tyre safety checks should form part of routine police traffic stops, reflecting growing concern about the role that poorly maintained tyres can play in serious road collisions.

Responsibility doesn't stop with individual motorists either, with more than three-quarters (76%) believing that employers should do more to ensure tyres are safe and correctly maintained on vehicles used for work-related journeys, irrespective of whether employees drive a company car or their own private vehicle. And 78% also called for dedicated tyre safety education for youngsters, before they even learn to drive.

The results come on the back of recently released figures from the Department for Transport[2], which highlight the growing consequences of poor tyre maintenance on Britain's roads. According to the department's Reported Road Casualties Great Britain Final Results 2025 report, the number of people killed or seriously injured (KSI) in collisions involving illegal, defective or underinflated tyres rose by 19% year on year, increasing from 169 in 2024 to 201 in 2025.

Overall, there were 667 casualties resulting from tyre-related incidents during 2025, up 14% from 585 the previous year, while the number of collisions involving defective tyres increased to 447. The figures underline the importance of regular tyre checks and greater tyre safety awareness, particularly among newly qualified drivers who are still developing safe driving habits.

Bridgestone’s Helen Roe, Bridgestone UK, Senior Marketing Manager said: “The latest findings reinforce our belief that tyre safety should play a far greater role in helping young drivers develop safe driving habits from day one. Despite tyres being the only point of contact between a vehicle and the road, tyre maintenance remains one of the most overlooked aspects of vehicle safety.

“We have seen some high profile cases of preventable road fatalities due to defective tyres and we can’t stress the importance of knowing the tyre basics and carrying out some simple checks, which can be done in a matter of minutes.”

Bridgestone’s 2026 survey builds on its 2025 research, which highlighted strong public support for additional safeguards aimed at newly qualified drivers. More than half (57%) backed the introduction of a Graduated Driving Licence, while half supported displaying a 'recently passed' sign for up to 12 months and limiting new drivers to carrying just one passenger during their first year behind the wheel.

A total of 39% believed newly qualified motorists should complete a refresher driving course after passing their test, while one in five (21%) supported restricting new drivers to travelling within a 50-mile radius of home during their first six to 12 months on the road.

Helen added: “Learning to drive doesn't stop the day someone passes their test. Developing safe habits, including understanding how to check and maintain tyres, is an important part of becoming a confident and responsible driver.

“It's encouraging to see such strong public support for improving tyre safety education and ensuring motorists understand the importance of looking after the only part of the vehicle that actually touches the road. Simple checks can make a real difference to road safety, not only for new drivers but for everyone using our roads.”

The research supports Bridgestone's ongoing ‘Be a Bridgestone Road Safety Hero’ campaign, which encourages motorists to carry out regular tyre checks and promotes simple maintenance advice to help reduce the risk of incidents caused by underinflated, damaged or excessively worn tyres.

The campaign forms part of Bridgestone's wider E8 Commitment, specifically supporting its principles of Ease by giving motorists greater peace of mind through education and Extension by helping create safer, more sustainable mobility for all road users.

For more information about Bridgestone's road safety initiatives and tips on tyre care, visit Bridgestone Tyre Care Guide.

[1] Bridgestone UK commissioned research carried out online by Research Without Barriers (January 2026) comprising 2,000 UK car owners. All research conducted adheres to the UK Market. Research Society (MRS) code of conduct (2019). RWB is registered with the Information Commissioner’s Office and complies with the DPA (2018).

[2] https://www.gov.uk/government/statistics/reported-road-casualties-great-britain-final-results-2025

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 Launches Potenza Race R Track Tyre for 2026 Lamborghini Revuelto SV

Tue, 18 Aug 2026 10:29:57 +0200

Bridgestone, a global leader in premium tyres and sustainable mobility solutions, today unveils its latest semi-slick track tyre, the Bridgestone Potenza Race R. The tyre debuts at The Quail, A Motorsports Gathering 2026 alongside the new 2026 Lamborghini Revuelto SV (Super Veloce) as a bespoke variant of the track tyre for the new SV supercar.

Elevating the track performance of the Bridgestone Potenza Race, the Potenza Race R combines a motorsport-inspired compound with a new aggressive pattern for extreme dry grip and handling. The result is a high-grip tyre offering fast warm-up and consistent times from the first to last lap, maximising the Revuelto SV’s capabilities and delivering incredible track performance to drivers. The Bridgestone Potenza Race R achieves this while remaining fully homologated for public roads.

As Lamborghini’s Official Technical Partner and exclusive tyre supplier for all Lamborghini supercars, Bridgestone is the exclusive tyre partner for the manufacturer’s latest V12 Super Veloce. Bridgestone has developed a bespoke tyre line-up for the Revuelto SV, combining the Potenza Race R with the ultra-high-performance Potenza Sport and the Blizzak LM005 winter tyre for year-round performance.

Powered by a V12 hybrid and shaped by Lamborghini’s racing DNA, the Revuelto SV is the fastest and most powerful production Lamborghini ever built in Sant’Agata Bolognese. The supercar delivers a top speed of more than 345 km/h, accelerating from 0 to 100 km/h in just 2.4 seconds.

“The Lamborghini Revuelto SV is the perfect vehicle to introduce our new, bespoke Bridgestone Potenza Race R and showcase what it can do. And Lamborghini has been a brilliant partner in helping bring our vision to life,” said Adrien Thormann, Director of OE Sales at Bridgestone Europe. “In 2023, Lamborghini chose Bridgestone as exclusive tyre partner for the Revuelto, its first-ever super sports V12 HPEV. Three years later, the incredible Revuelto SV launches with Bridgestone as sole tyre partner once again.”

Complementing the track-focused Lamborghini-spec Potenza Race R, tailor-made Bridgestone Potenza Sport tyres bring the thrill of the Revuelto SV to the open road. The ultra-high-performance fitment delivers exceptional high-speed performance and steering precision on both dry and wet surfaces. Revuelto SV drivers can select the custom Potenza Sport with Bridgestone’s Run Flat Technology (RFT). RFT enables drivers to continue safely after a puncture for 80km at up to 80kph with 0-bar pressure.¹

Completing the line-up, Bridgestone has developed a bespoke Blizzak LM005 winter fitment, delivering top performance for Revuelto SV drivers in challenging winter conditions.

Bridgestone’s fitments feature the unique Lamborghini marking – highlighting their exclusive development – and are available in 20 and 21-inch (front-rear) sizes: 265/35 ZR20 (99Y) and 345/30 ZR21 (111Y). All four fitments were developed and manufactured in Italy.

“At Lamborghini, Super Veloce signifies extreme performance, which is perfectly embodied by the new Revuelto SV,” said Alessandro Farmeschi, Automobili Lamborghini Revuelto Product Line Director. “Every detail has been optimised – from aerodynamics and power delivery to the bespoke Bridgestone tyre line-up that matches the vehicle’s extraordinary capabilities. The pairing of the Revuelto SV and the new Bridgestone Potenza Race R reflects our shared commitment to engineering at the cutting edge of performance.”

The Revuelto SV’s bespoke Bridgestone tyre line-up was developed using Bridgestone’s proprietary Virtual Tyre Development (VTD) technology. VTD improves both the efficiency and sustainability of the tyre development process. The technology can lead to an up to 60 per cent reduction in raw material consumption and CO2 emissions in the development phase.

Following the historic Fenomeno Roadster, the Revuelto SV marks the second Bridgestone-Lamborghini collaboration to be announced this year and represents the latest milestone in their six-year partnership. Since first working together on the Huracán STO in 2021, Bridgestone and Lamborghini have partnered across some of the brand’s most advanced supercars, including the Revuelto, Temerario and Fenomeno.

¹ Driving distance after a puncture may vary depending on vehicle load, outside temperature, and when the TPMS is triggered.

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.

For more information about Bridgestone in EMEA, please visit our newsroom and www.bridgestone.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.

Bridgestone has got the bug at the British Motor Show for fifth consecutive year

Fri, 14 Aug 2026 12:38:59 +0200

Bridgestone, in partnership with Kwik Fit, is getting behind the wheel for a fifth successive adventure to the British Motor Show - and is promising one of its most memorable appearances of all.

Taking place from 21 to 23 August at Farnborough International Expo Centre, this year’s show promises an action-packed celebration of all things automotive, with interactive exhibits, classic and concept cars, live displays and a family-friendly festival atmosphere.

The crowd favourite ‘Racing Bug’ motorsport experience will be at the heart of Bridgestone’s and Kwik Fit’s presence, giving visitors the chance to put their driving skills to the test behind the wheel of immersive racing simulators, while Bridgestone in partnership with Kwik Fit will also shift their presence up a gear with a new sponsorship of the main Live Arena for the first time. Located close to the main entrance, the arena will put the brands in front of thousands of visitors as they enjoy a packed programme of high-octane entertainment.

The partnership will also extend to the Supercar Paddock, where visitors can get up close to an ever-changing collection of some of the world’s most desirable performance cars. The excitement will culminate each day with a spectacular parade lap as the supercars leave the show.

Meanwhile, Bridgestone’s dedicated activation tent will showcase its latest tyre technology, including the new Duravis Camper All Season, giving visitors the opportunity to discover how Bridgestone is helping motorists enjoy safe, comfortable and dependable journeys.

Drew Chapman, Consumer Sales Director, Bridgestone UK, said: “The British Motor Show is a fantastic opportunity for Bridgestone in partnership with Kwik Fit,to connect with motorists and celebrate the excitement and diversity of the automotive world.

“This year is particularly exciting as we take on a new role by sponsoring the Live Arena and Supercar Paddock alongside our long-standing partner Kwik Fit. From supercars and live action to immersive racing and our latest tyre technology, there will be something for everyone to enjoy.”

For more information about the British Motor Show, visit https://thebritishmotorshow.live

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.

For more information about Bridgestone in EMEA, please visit our newsroom and www.bridgestone.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.

Merityre Southfields inflates charity coffers through Bridgestone tyre campaign

Wed, 29 Jul 2026 10:48:00 +0200

A flagship Bridgestone e-CENTRE has provided a welcome boost for two South London causes after raising almost £1,000 for organisations at the heart of the Wandsworth community.

Merityre Southfields has raised £938 through a five-month charity initiative, with St Michael's Church Social Projects and the Friends of Wimbledon Park the beneficiaries.

The campaign involved motorists receiving a £1 donation token for each Bridgestone tyre purchased between November and December 2025 and February to April this year. They were then able to allocate it to one of two local organisations, resulting in donations of £464 to St Michael's Church Social Projects and £474 to Friends of Wimbledon Park.

St Michael's Church Social Projects will use its donation to install an additional water tap at its thriving Kitchen Garden Project on the Church Memorial Field in Viewfield Road. Established in 2020, the project has grown into an enclosed allotment featuring more than 30 raised beds, fruit trees and bushes, producing fresh organic fruit and vegetables for twice-weekly community lunches and a weekly food bank. The additional tap will significantly reduce the time volunteers spend watering the expanding garden, allowing them to focus on supporting the retired, unemployed, isolated and vulnerable people who benefit from the initiative.

Beyond providing fresh produce, the Kitchen Garden Project offers participants a safe and welcoming environment where they can improve their physical and mental wellbeing, develop new skills and build meaningful relationships through gardening.

Meanwhile, Friends of Wimbledon Park plans to use its donation towards a new 'Friends' Bench' within the park's Waterfall Garden, creating another welcoming space for visitors to enjoy one of the area's best-loved green spaces. Any remaining funds will support further park improvements, including tree and bulb planting and the purchase of materials needed to maintain the charity's ongoing work.

The community initiative reflects one of the key pillars of Bridgestone's e-CENTRE Excellence Programme, which encourages retailers to create a positive impact beyond the workshop by supporting local communities and championing environmental and social causes.

Dene Arnold, Director at Merityre, said: “As a business rooted in the local community, we wanted to give our customers the opportunity to support causes that really matter to people in Southfields.

“We're incredibly grateful to everyone who got behind the campaign and helped us raise such a fantastic amount. Being part of Bridgestone's e-CENTRE network is about much more than providing premium products and services. It's about making a meaningful contribution to the communities we serve and creating a positive impact beyond the garage doors.

“It's especially rewarding to know exactly where the money is going. Whether it's helping volunteers continue to grow fresh produce for people in need or creating new spaces for the community to enjoy in Wimbledon Park, these are projects that will make a lasting difference locally.”

Gresia Cabrera, Bridgestone's Business Development Manager and project lead for the e-CENTRE programme, added: "Community engagement sits at the heart of the eCentre philosophy, so it's fantastic to see Merityre Southfields bringing that vision to life.

“The team continues to demonstrate that modern tyre retailers can be a force for good, supporting local people and causes while delivering outstanding service for motorists. Initiatives such as this show that the industry can make a genuine difference and create value far beyond tyres alone.

“One of the strengths of the e-CENTRE programme is that it empowers retailers to make a meaningful impact in the communities they serve. Seeing these donations translated into practical improvements that will benefit local people for years to come is exactly what the programme is all about.”

Bridgestone has committed more than £1 million to its e-CENTRE programme, with the initiative designed to help retailers embrace best practice and set new standards for the future of mobility.

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 puts total cost of ownership in focus at Road Transport Expo

Tue, 21 Jul 2026 16:20:25 +0200

Bridgestone’s new Total Cost of Ownership (TCO) platform attracted strong interest at this year’s Road Transport Expo (RTX), as fleet operators visited the stand to see how tailored data insights could support more efficient fleet decision-making.

Making its exhibition debut in Stoneleigh, the groundbreaking new tool quickly became one of the stand's biggest attractions, with thousands of visitors keen to understand how real-world operational data can be used to reduce fleet costs.

The level of interest reinforced the growing demand among operators for practical, data-driven solutions that improve efficiency without compromising performance. Road Transport Expo officials confirmed that 13,325 visitors made the trip to Stoneleigh, many of whom stopped by to learn more about Bridgestone’s commercial solutions.

Alongside demonstrations of the TCO Calculator, Bridgestone welcomed a constant stream of fleet operators, customers and transport professionals to discuss the company's wider commercial offering, including its premium truck and bus tyres, Bandag retread solutions, Fleetcare and the latest innovations from Webfleet.

David Almazan, Head of Region and Commercial Business Unit Director, said: “RTX proved to be a fantastic opportunity to meet with customers and have meaningful conversations about the challenges they're facing. There was a real appetite to explore new ways of reducing operating costs, and the response to Bridgestone’s new Total Cost of Ownership platform.

“The number of visitors wanting to understand how the tool works and how it can be applied to their own operations showed us that fleets are increasingly looking beyond individual products and taking a broader view of total operating costs. That's exactly what the TCO tool has been designed to support.”

Bridgestone's TCO platform enables operators to input their own operational data to create bespoke cost comparisons, helping identify where efficiencies can be achieved across their fleets. Rather than relying on generic assumptions, the tool provides a tailored assessment based on each customer's individual operation, allowing fleets to make more informed commercial decisions.

Visitors also explored Bridgestone's latest ECOPIA with ENLITEN technology range, developed to deliver outstanding fuel efficiency, alongside the Duravis portfolio, engineered to maximise mileage and reduce premature tyre removals.

Bandag's premium retread solutions also attracted strong interest, demonstrating how fleets can extend casing life, reduce waste and embrace a more sustainable circular economy without compromising performance.

Meanwhile, Bridgestone's integrated Fleetcare solution and Webfleet's latest innovations, including the AI-powered Fleet Advisor, connected camera solutions and PRO Driver Terminals, demonstrated how connected fleet technology is helping operators enhance safety, strengthen compliance and improve operational efficiency.

Alex Crane-Robinson, Webfleet Regional Director, UK and Ireland, said: “The conversations we had at RTX highlighted the growing importance of our technology in helping operators manage increasingly complex and demanding operations.

“By giving fleets clearer visibility of their vehicles, drivers and day-to-day performance, data insights can help them identify opportunities to improve efficiency, support compliance and control costs. RTX offered a valuable opportunity to demonstrate how Webfleet can help operators use these insights to make faster, better-informed decisions.”

David added: “RTX continues to be one of the UK's most important events for the commercial vehicle sector, and this year's show demonstrated just how engaged the industry is in finding smarter, more sustainable ways to operate.

“The quality of conversations we had throughout the three days was exceptional. It wasn't simply about introducing new products; it was about working alongside fleets to understand their businesses and identify practical solutions that deliver long-term value. That's exactly where Bridgestone can make a real difference.”

The exhibition formed part of Bridgestone's continued commitment to helping fleets lower their total cost of ownership through a combination of premium tyres, retreading, connected fleet technology and expert consultancy, with the success of the TCO Calculator launch providing further evidence that data-led decision making is becoming increasingly important across the transport sector.

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 study highlights ongoing hesitation around EV adoption

Mon, 20 Jul 2026 14:05:35 +0200

A Bridgestone survey has revealed that a growing number of UK motorists are putting the brakes on electric vehicle (EV) purchases, with more than one in four drivers insisting they have no intention of making the switch.

New consumer research^[1] commissioned by Bridgestone found that 26% of motorists say they will never buy an EV, up significantly from 17% in 2025 and marking a return to levels seen in 2024. Meanwhile, just 16% plan to purchase an electric vehicle within the next 12 months.

The findings suggest that despite the increasing presence of EVs on UK roads, many of the concerns that have surrounded electric motoring for years remain firmly entrenched.

Battery longevity and replacement costs continue to top the list of worries, cited by 55% of respondents. Half of motorists are concerned about the cost of charging an EV, while 44% remain worried about vehicle range and the initial purchase price.¹

Charging infrastructure also continues to be a sticking point, with 43% believing there are still not enough charging points available. In addition, 41% expressed concerns about the time it takes to charge an electric vehicle.¹

Despite the hesitancy, the longer-term outlook remains more positive, with more than half (53%) of motorists saying they expect to buy an EV within the next five years, while a further 7% remain undecided.¹

Drew Chapman, North Region Consumer Sales Director at Bridgestone, believes the findings highlight the importance of continuing to support motorists as the transition to electrification gathers pace.

"Electric vehicles are becoming an increasingly familiar sight on our roads, but our research shows that many drivers still have genuine questions and concerns about making the switch," he said.

"While some of the barriers are gradually reducing, issues such as battery life, charging costs and infrastructure remain front of mind for many motorists. The industry has made significant progress, but it's clear there is still work to do in building confidence among consumers."

Bridgestone continues to support the transition to electric mobility through its range of ‘EV Ready’ tyres, designed to meet the specific demands of all vehicles. Its Turanza 6 tyre is an ideal solution, which has been developed to deliver a balance of efficiency, safety and long wear life. The premium all-season tyre is an example of Bridgestone’s ‘EV-ready’ advances, making it suitable for both combustion engine and electric vehicles.

Drew added: "Whether drivers are behind the wheel of an EV, hybrid or conventional vehicle, they want products they can trust. Our focus is on helping motorists get the very best from their vehicles today while supporting the mobility solutions of tomorrow."

Bridgestone's ‘EV Ready’ range forms part of the company's wider commitment to sustainable mobility solutions and its global E8 Commitment, including the pillar of Ecology, which focuses on advancing sustainable tyre technologies and solutions.

For more information on Bridgestone's EV Ready products, visit https://www.bridgestone.co.uk/stories/sustainability/Bridgestone-EV-Tyres

[1] Bridgestone UK commissioned research carried out online by Research Without Barriers (January 2025) comprising 2,000 UK car owners. All research conducted adheres to the UK Market. Research Society (MRS) code of conduct (2019). RWB is registered with the Information Commissioner’s Office and complies with the DPA (2018).

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’s ‘Champion’ programme develops a new generation of automotive experts

Thu, 02 Jul 2026 10:15:30 +0200

Bridgestone's commitment to nurturing the next generation of automotive retail talent has gone from strength to strength, with the latest intake gaining invaluable insights into everything from customer service excellence to the future of vehicle diagnostics.

Twelve representatives from leading retail networks and wholesalers including Merityre, Tanvic Tyres, ETS and GT Wholesale, recently completed the immersive three-day initiative, which is now in its fourth successive year.

The Bridgestone Champions programme has become a cornerstone of the company’s pledge to invest in its customers, equipping participants with the knowledge and confidence to become ambassadors within their own businesses.

The latest intake benefited from a packed agenda covering relationship building, retail marketing, communication skills, telephone best practice and face-to-face selling techniques, before turning their attention to technical knowledge and the future of mobility.

Day three saw delegates visit the Delphi Academy in Warwick, one of Europe’s largest IMI-approved automotive training centres, where they gained expert insights into electric vehicles, hybrid technology and advanced diagnostics.

Mark Fereday, Senior Trade Marketing Manager, North Region, said the programme was about much more than product knowledge alone.

“The Bridgestone Champions programme continues to evolve and we’re delighted to see it going from strength to strength in its fourth year,” he said.

“We want every participant to leave with the confidence and knowledge to make a real difference within their own business. Whether it’s improving the customer experience, strengthening relationships or understanding the technologies shaping the future of mobility, the programme is designed to help our partners thrive.

“The visit to the Delphi Academy was a particular highlight and gave delegates the opportunity to learn from some of the industry's leading technical experts. As vehicles continue to evolve, it’s vital that we continue to invest in people and ensure that our partners are equipped for the opportunities and challenges ahead.”

Dan Mould from Merityre said: “It’s been a really positive experience and we’ve learned a lot. We’ll be sharing a lot of what we’ve learned to make the customer experience even better.”

Meanwhile, Joanne Harrod from ETS, who works on reception at her depot, said the programme had provided valuable knowledge that would enable her to offer even more informed recommendations to customers based on their individual driving requirements.

One of the most rewarding aspects of the initiative has once again been the camaraderie between participants, with colleagues from different businesses sharing experiences and best practice throughout the three days.

Mark added: “What always stands out is the collaboration. Despite representing different networks and businesses, there is a real willingness among everyone to learn from one another and share ideas. That spirit of togetherness is one of the reasons the programme has been such a success over the past four years.”

The latest Q2 2026 Bridgestone Champions instalment will be followed by two identical programmes in quarter three and four. Any Bridgestone customers interested in finding out more and attending either, email alison.walker@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.

For more information about Bridgestone in EMEA, please visit our newsroom and www.bridgestone.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.

Bridgestone offers tips for driving during a heatwave

Fri, 26 Jun 2026 10:02:00 +0200

Heatwaves in summer pose particular challenges not only for drivers but also for vehicles. Hot tarmac, fully loaded cars on holiday journeys, traffic jams and long motorway journeys can put additional strain on tyres. Bridgestone therefore offers practical tips on how motorists can stay safer on the road, even on hot days.

Particularly when temperatures reach 30 degrees or more, drivers should drink plenty of fluids and take regular breaks. Concentration and reaction times can deteriorate more quickly in extreme heat. Experts therefore recommend taking a break at least every two hours. Where possible, the car should also be parked in the shade to minimise the build-up of heat inside the vehicle.

However, in addition to the comfort of the driver and passengers, there are also a number of technical aspects to bear in mind in high temperatures. Tyres, in particular, are subjected to extra strain in summer. Bridgestone therefore recommends checking the following points before setting off on long journeys:

· Keep an eye on tyre pressure and load

Before long summer journeys, tyre pressure should be checked - ideally before setting off and whilst the tyres are cold. Particularly when travelling on holiday, it is important to bear in mind that vehicles are often more heavily laden than in everyday use. The additional load increases the strain on the tyres, making regular checks particularly important. Tyre pressure that is too low can further increase heat build-up and have a negative impact on tyre wear, driving stability and braking distance. Furthermore, vehicle manufacturers often provide different tyre pressure recommendations for loaded vehicles, which should be taken into account before setting off.

· Adjust your speed to the conditions

Hot road surfaces and high speeds cause the tyres to heat up further. The strain on the tyres increases significantly, particularly on long motorway journeys, when the vehicle is fully laden or when towing a trailer. Adjusting your speed and driving smoothly help to protect both the tyres and the vehicle.

· Check tyres for age and damage

High temperatures can exacerbate the effects of existing damage and signs of ageing. It is therefore advisable to carry out a visual inspection for cracks, bulges or embedded foreign objects before driving in hot weather. Older tyres in particular should be checked regularly, as the rubber compound loses its elasticity over time.

· Be prepared for sudden changes in the weather

Heatwaves in summer are often interrupted by thunderstorms and heavy rain. The transition from hot tarmac to a wet road surface places high demands on tyres and drivers. Sufficient tread depth and high-performance summer tyres help to drain water away effectively and maintain control of the vehicle, even during sudden changes in the weather.

Premium summer tyres offer a high safety margin

Modern summer tyres are specially designed to meet the demands of summer driving. The Bridgestone Turanza 6 also impresses during sudden changes in the weather with excellent wet grip and short braking distances on wet roads. At the same time, this premium touring tyre offers a high level of driving comfort, improved mileage and optimised fuel and energy efficiency. This means that motorists can benefit from a high level of safety even in changeable summer weather and continue their summer journeys with peace of mind.

“The high temperatures we are currently experiencing in many parts of Europe pose particular challenges for drivers and vehicles. This makes it all the more important to pay special attention to road safety,” says Andy Mathias, Head of Marketing, North Europe. “With well-maintained tyres, regular checks and anticipatory driving, motorists can significantly improve their own safety and that of their passengers.”

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.

For more information about Bridgestone in EMEA, please visit our newsroom and www.bridgestone.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.

Bridgestone taking a calculated approach to fleet savings at RTX

Tue, 23 Jun 2026 14:53:52 +0200

Commercial fleets seeking significant annual savings are being urged make a journey to Bridgestone at this year's Road Transport Expo (RTX), where the company will unveil a revolutionary price comparison tool for the first time.

Exhibiting on stand G51 in Hall 2 from June 30 to July 2 at NAEC Stoneleigh, Bridgestone will demonstrate how fleets can uncover hidden savings through its Total Cost of Ownership (TCO) Calculator. The solution enables operators to build their own business case using real operational data, providing a clear picture of where efficiencies can be achieved.

Visitors to the stand will also be able to speak to Bridgestone's commercial sales team to see the calculator in use, while also learning about the company’s premium tyres, Bandag retread solutions, Fleetcare and Webfleet offerings.

Bridgestone’s TCO Calculator enables fleet operators to build their own business case using real operational data, providing a clear picture of where efficiencies can be achieved. Visitors to the stand will also be able to speak to Bridgestone's expert sales team to explore how the company's solutions can be tailored to their specific applications and requirements.

With fuel costs, operational efficiency and sustainability remaining high on the agenda for fleet managers, Bridgestone believes there has never been a more important time to take a holistic approach to fleet performance.

Visitors to the stand will be able to explore Bridgestone's latest Ecopia tyre range, including the Ecopia ENLITEN line-up, which has been developed to deliver best-in-class fuel efficiency and reduced operating costs. Alongside this, Bridgestone's Duravis range has been engineered to maximise mileage and reduce premature removals, helping fleets extract more value from every tyre.

Bandag's hot and cold retread solutions will also take centre stage. Delivering a like-for-like second life compared to Bridgestone's premium truck and bus tyres, the retread offering enables fleets to maximise casing utilisation, extend asset life and embrace a more sustainable circular economy without compromising on performance.

David Almazan, Head of Region and Commercial Business Unit Director, said: "Fleet operators are under constant pressure to reduce costs while maintaining performance, compliance and sustainability targets. That's why we're bringing together the full breadth of our commercial offering at RTX.

"Every fleet is different, which is why we encourage operators to use our TCO Calculator to understand where the biggest opportunities lie for their own business. Combined with the expertise of our sales team, it allows us to create tailored solutions that address the unique challenges faced by each customer.

"Whether it's reducing fuel consumption through Ecopia, increasing mileage with Duravis, extending tyre life with Bandag retreading or unlocking operational efficiencies through Fleetcare and Webfleet, we have a complete package designed to help fleets lower their total cost of ownership."

Bridgestone will also be showcasing Fleetcare, its integrated fleet management solution that combines premium tyres and services with Webfleet, Europe's leading fleet management platform.

Webfleet's latest innovations on display will include Fleet Advisor, an AI-powered assistant designed to provide faster, data-driven insights into fleet performance. Visitors will also be able to learn more about Webfleet's expanding OEM.connect programme, which enables compatible vehicles to connect directly to the platform without additional hardware.

Together, the technologies provide operators with powerful tools to improve efficiency, strengthen compliance, enhance driver safety and make better-informed business decisions.

David added: "What makes Bridgestone unique is the way our solutions work together. We can help fleets save fuel, maximise tyre life, reduce downtime, improve visibility and support sustainability goals through a single trusted mobility partner."

Bridgestone and Webfleet can be found on Hall 2, stand G51 throughout RTX 2026.

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 recognised by TyreSafe for road safety campaign

Tue, 16 Jun 2026 10:38:33 +0200

Bridgestone UK has been crowned Tyre Manufacturer of the Year at the 2026 TyreSafe Awards, in recognition of the company's tireless efforts to promote tyre safety and create lasting behavioural change amongst motorists.

The prestigious accolade celebrates the success of Bridgestone's 'Be a Road Safety Hero' campaign, which has reached more than 24 million people since its launch and continues to turn awareness into action through a combination of public engagement, education and retailer-led activity.

Through more than 25 nationwide activations, spanning major events, supermarket car parks and tyre retail locations, Bridgestone has conducted over 10,500 free tyre safety checks, identifying more than 1,200 safety concerns, including around 200 illegal tyres.

The campaign extended far beyond face-to-face interactions, with thousands of educational materials distributed, while a series of targeted PR campaigns and digital initiatives have helped keep tyre safety firmly in the spotlight.

Bridgestone has also worked alongside organisations such as Sporting Bears to bring tyre safety messaging to motoring enthusiasts in real-world settings, while colleagues across the business have contributed more than 10,000 minutes of volunteering time to support the initiative.

Helen Roe, Senior Manager: Brand, Events, Product & Digital Marketing, said the award reflected Bridgestone's commitment to making a genuine difference on the roads.

"While we're naturally delighted to receive this recognition, what matters most to us is the impact the campaign is having beyond the award itself," she said.

“Our 'Be a Bridgestone Road Safety Hero' campaign was designed to encourage drivers to take simple steps that can make a big difference, and we're proud that the campaign is helping to identify potentially dangerous tyres and prompting drivers to take action.

"Tyre safety isn’t something any one organisation can tackle alone. That’s why we’ve worked closely with our retailers and partners to take this message directly to motorists in ways that are practical, visible and engaging.

"To have carried out over 10,500 tyre checks over the last couple of years, demonstrates the scale of the challenge, but also the power of education and collaboration. We see this award not as the finish line, but as motivation to continue championing safer roads for everyone.”

“We’d also like to recognise and congratulate TyreSafe, on their 20^th year anniversary, for bringing together so many to collaborate on raising tyre safety awareness in the UK and for their continued work with government, police and emergency services to raise the profile of tyre safety nationwide.

“Ultimately, tyres carry lives. With an estimated 6.1 million illegal tyres still on UK roads, raising awareness remains critical. Regular tyre checks are a simple step that can make a real difference - for drivers and for everyone around them.”

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 and Kwik Fit announce Camper Calling Festival partnership

Mon, 08 Jun 2026 15:22:00 +0200

Bridgestone is getting into the festival spirit early after teaming up with Kwik Fit to announce a major new partnership with Camper Calling Festival, as the brands look to connect with festivalgoers and families over the August Bank Holiday weekend.

As part of a new two-year agreement covering 2026 and 2027, Bridgestone, in partnership with Kwik Fit, will become the Official Tyre Partner and Lakeside Stage sponsor of one of the UK’s most popular camping and family festivals.

Held at Ragley Hall, Warwickshire, over the August Bank Holiday weekend from August 28 to 30, Camper Calling attracts around 25,000 festivalgoers each year, offering a unique opportunity for Bridgestone and Kwik Fit to engage directly with campers, music fans and adventure-seeking families.

The sponsorship also arrives at the perfect time for Bridgestone, coinciding with the UK launch of the new Bridgestone Duravis Camper Van tyre this summer. Designed specifically for the growing campervan segment, the premium tyre has been engineered to deliver enhanced durability, safety and performance for drivers seeking confidence on every journey.

The partnership will provide a high-profile platform to showcase the new tyre range in an authentic lifestyle environment, positioning Bridgestone as the tyre of choice for campervan users across the UK.

Drew Chapman, Consumer Sales Director, Bridgestone UK, said: “We’re delighted to announce that Bridgestone, in partnership with Kwik Fit, is joining the Camper Calling family as sponsor of the festival and the Lakeside Stage.

“The Lakeside Stage is one of the standout parts of Camper Calling, giving festivalgoers the chance to enjoy great live music in a brilliant setting. With our support, it’s set to be a real highlight of the weekend.

“This partnership reflects our shared ambition to help people enjoy every journey with confidence, focusing on what really matters to drivers – safety, reliability and peace of mind. It also gives us a strong platform to support the launch of the first ever Bridgestone Duravis Camper Van tyre”.

Andy Lane, Director of Marketing, Kwik Fit, commented: “Camper Calling is a strong fit for Kwik Fit, giving us the chance to connect with campers, families and festivalgoers during one of the busiest travel weekends of the summer.

“Our partnership with Bridgestone brings together two trusted brands with a shared focus on helping drivers stay safe, prepared and ready for every journey. It also gives us a strong opportunity to show how Kwik Fit supports customers with practical, dependable service when it matters most.

“We’re looking forward to bringing the partnership to life at Ragley Hall and showing how Kwik Fit can help keep people moving with confidence, whether they’re setting off for the festival or heading home again afterwards.”

David Arthur, Managing Director of Camper Calling, said: “We’re delighted to welcome Bridgestone and Kwik Fit as official partners of Camper Calling. Both brands are synonymous with quality, reliability and helping people enjoy the journey, which makes them a natural fit for our festival campers.”

For more information, visit Camper Calling Family Music Festival - 28 - 30 August 2026

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 Chosen as Tyre Supplier for Volkswagen's First-Ever Electric GTI

Fri, 05 Jun 2026 14:22:48 +0200

Bridgestone has been selected as the tyre supplier for the new Volkswagen ID. Polo GTI, providing bespoke Potenza Sport tyres for the first fully electric GTI in Volkswagen's history. The vehicle was unveiled at the Nürburgring during the recent 24-hour race.

Bridgestone's premium tyres have been engineered to translate the GTI's sporting DNA onto the road, while also meeting key performance requirements in braking, wear life and road noise.

Developed and manufactured in Italy, the tyre incorporates Bridgestone's ENLITEN technology and was designed using the company's proprietary Virtual Tyre Development technology.

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 shares simple steps to help drivers cut fuel costs

Mon, 01 Jun 2026 10:50:00 +0200

With petrol prices continuing to put pressure on household budgets, Bridgestone is urging drivers to look beyond the pump and focus on how their vehicle - and particularly its tyres - can make a measurable difference to fuel consumption.

Bridgestone is highlighting a series of practical, easy-to-follow steps that can help motorists get more miles from every tank, while also improving safety and reducing emissions.

According to the tyre manufacturer, small changes in tyre choice, maintenance and driving behaviour can quickly add up to meaningful savings. Bridgestone’s Technical Manager Peter Moulding said: “Many drivers don’t realise just how much influence tyres and driving style have on fuel consumption. By making a few simple adjustments, motorists can improve efficiency, save money and drive more safely at the same time.”

Bridgestone’s seven top tips to improve fuel efficiency

Choose fuel-efficient tyres
Opting for premium tyres with low rolling resistance can significantly improve fuel economy. Products such as Bridgestone’s Turanza 6 are designed to reduce energy loss, helping drivers go further on a single tank while maintaining strong performance and control.
Check tyre pressures regularly
Incorrect tyre pressure, whether too high or too low, increases rolling resistance and fuel consumption. Keeping tyres inflated to the manufacturer’s recommended levels not only improves efficiency but also enhances braking and handling.
Keep on top of tyre condition
Worn or uneven tyres can impact both safety and fuel use. Regular checks, including the 20p tread test, ensure tyres remain legal and operating efficiently. Poor condition tyres can force the engine to work harder, increasing fuel usage.
Drive smoothly and avoid harsh acceleration
Aggressive driving is one of the biggest contributors to high fuel consumption. Gentle acceleration, maintaining a steady speed and using higher gears where appropriate can all help reduce fuel use.
Anticipate the road ahead
Looking further ahead and avoiding sudden braking helps maintain a consistent speed, which is key to fuel efficiency. Building momentum before hills and easing off the accelerator on inclines can also make a noticeable difference.
Use cruise control wisely
On long, flat motorway journeys, cruise control can help maintain a steady speed and improve fuel economy. However, it’s less effective on hilly or winding roads, where manual control is often more efficient.
Reduce unnecessary weight and drag
Carrying excess weight or leaving roof bars and boxes fitted increases fuel consumption. Removing unused items and reducing aerodynamic drag, even closing windows at higher speeds, can help improve efficiency.

Alongside driving style and maintenance, selecting the right tyres is another important factor in improving efficiency. Modern tyres with optimised rolling resistance can help reduce energy consumption and lower CO₂ emissions.

One example is the Bridgestone Turanza 6 with ENLITEN technology, which has been developed to deliver a balance of efficiency, safety and long wear life. The premium all-season tyre is EV-ready, making it suitable for both combustion engine and electric vehicles.

ENLITEN technology enables reduced rolling resistance while maintaining high levels of performance, without compromising on safety or everyday usability. Combined with efficient driving and regular maintenance, these measures help preserve tyre performance over time while enhancing overall road safety.

For more information on ways to check tyres and stay safe this summer, visit https://promotion.bridgestone.co.uk/bridgestone-tyre-care-guide/

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 digs deep with new underground mining tyres to move more with less

Thu, 28 May 2026 11:36:54 +0200

Bridgestone is moving more with less thanks to a revolutionary new underground mining tyre range designed to thrive in some of the harshest working conditions on earth.

The company’s new VMNT, VMDL and VMMS products have been engineered specifically for underground mining applications, where abrasive rock surfaces, heavy moisture and relentless operating demands create one of the toughest environments imaginable for tyres.

All three tyres feature the first-ever application of Bridgestone’s Subterranean technology for underground trucks, enabling operators to carry heavier loads without increasing inflation pressure, while also reducing the risk of cuts, penetrations and costly downtime.

The new range forms part of Bridgestone’s ‘Moving More with Less’ philosophy, combining increased carrying capacity, durability and safety in a package designed to help operators maximise productivity underground.

Developed for demanding mine conditions, the tyres are designed to reduce penetrations by enveloping rocks rather than allow them to cut into the rubber, while still maintaining grip and operator comfort. The result is enhanced protection against damage in environments where standing water and moisture can make already abrasive surfaces even more destructive.

The VMNT tyre for underground haulers offers revolutionary load-carrying capacity and longer wear life without the need for extra inflation pressure, while the VMDL for load/haul dump machines features a unique lug pattern designed to deliver traction through the tyre itself.

Meanwhile, the VMMS adopts an innovative smooth grooveless appearance, because traction is generated through the rugged terrain rather than the tread pattern. The tyre also features reinforced cut-resistant sidewalls to further enhance durability underground.

The range is available in sizes including 26.5 R25, 29.5 R29 and 35/65 R33.

Bridgestone’s Rob Cole, Key Account Manager – Off Road Tyres, UK and Ireland, said: “These tyres are specifically designed for the harshest terrains that you’ll ever come across. Underground mines are among the most demanding and challenging environments imaginable.

“The beauty of these tyres is that they can carry 15% extra load capacity without increasing the pressure¹. Traditionally, the thinking in this sector was to make the casing stronger and simply put more air into the tyre to carry more load. In reality, that can be counterproductive in these conditions.

“If a tyre fails underground, it can fail with a tremendous amount of force, costing operators huge amounts of money in downtime and, more importantly, potentially endangering life.

“The machines themselves are getting heavier, so the tyre beads have also been strengthened to help carry more load safely and effectively.

“What Bridgestone has developed here is a tyre range capable of handling the severe realities of underground mining, while helping operators move more with less.”

The introduction of the VMNT, VMDL and VMMS tyres further strengthens Bridgestone’s off-road tyre portfolio, reinforcing its commitment to delivering innovative solutions that improve productivity, durability and safety in specialist applications around the world.

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 Chosen as Exclusive Tyre Partner for Historic Lamborghini Fenomeno

Tue, 12 May 2026 10:38:00 +0200

Bridgestone, a global leader in premium tyres and sustainable mobility solutions, is the exclusive tyre partner to the new Lamborghini Fenomeno Roadster. In the latest collaboration between Lamborghini and its Official Technical Partner, the supercar is fitted with two custom-engineered Bridgestone Potenza tyres that maximise its capabilities on the road and track.

The Fenomeno Roadster is the most exclusive and powerful open top Lamborghini model ever produced, with just 15 units planned, each featuring a 1080 CV V12 hybrid powertrain. To optimise the supercar’s immense capabilities for real-world driving, Bridgestone has developed bespoke Potenza Sport ultra-high-performance tyres, combining exceptional high-speed performance with excellent steering response and precision.

The Potenza Sport fitment is paired with a bespoke new-generation semi-slick Bridgestone Potenza tyre that is engineered to deliver outstanding track-level performance. Building on Bridgestone’s extensive heritage and expertise in motorsport, this high-grip tyre unlocks the Fenomeno Roadster’s full performance potential on the track, while remaining fully homologated for public roads.

“As Lamborghini’s Official Technical Partner, and exclusive tyre supplier for its complete supercar range, our role is to help Lamborghini drivers experience phenomenal performance,” said Adrien Thormann, Director of OE Sales at Bridgestone EMEA. “Leveraging Bridgestone’s decades-long motorsports legacy and the pedigree of our iconic Potenza family, these premium tyres deliver exactly that for the immense Fenomeno Roadster – both on the road and track.”

The Fenomeno Roadster’s Potenza Sport fitment is available in 265/30 ZRF21 (front) and 355/25 ZRF22 (rear) sizes; its semi-slick, track-oriented fitment is available in 20- and 21-inch sizes. Lamborghini Fenomeno Roadster drivers can choose the bespoke Potenza Sport tyre with Bridgestone's Run-Flat Technology (RFT). RFT enables drivers to continue driving safely after a puncture for 80km at up to 80kph with 0-bar pressure.¹Both Bridgestone fitments feature the unique Lamborghini marking on their sidewall to highlight their exclusive development.

The custom Potenza fitments were developed and manufactured in Italy, applying Bridgestone’s proprietary Virtual Tyre Development (VTD) technology. VTD improves both the efficiency and sustainability of the tyre development process.

“At Lamborghini, unlocking performance is never down to one component – it’s the result of precise engineering working in harmony, and tyres play a decisive role,” said Christian Mastro, Lamborghini’s Marketing Director. “Through deep collaboration, our partnership with Bridgestone delivers bespoke solutions that fully express each vehicle’s character and the Lamborghini DNA. The Fenomeno Roadster is the latest example of how we continue to push boundaries together.”

The Fenomeno Roadster marks the latest in a long series of collaborations between Lamborghini and Bridgestone across six years of partnership. Beginning with the Huracan STO in 2021, OE collaborations between Bridgestone and Lamborghini also include the Revuelto, Temerario, Fenomeno and various other models. Today, Bridgestone is exclusive tyre supplier for Lamborghini’s complete supercar range.

Lamborghini's latest supercar was revealed at Lamborghini Arena 2026, held at the iconic Imola Circuit. Bridgestone served as Official Lamborghini Arena Partner for this year’s event.

¹ Driving distance after a puncture may vary depending on vehicle load, outside temperature, and when the TPMS is triggered.

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 Launches Extra-Large Agricultural Tyres, Including 44- & 46-Inch Sizes

Thu, 30 Apr 2026 11:12:28 +0200

Bridgestone, a global leader in tyres and sustainable mobility solutions, is expanding its premium agricultural offering to meet the demands of the latest generation of high horsepower tractors. The Bridgestone VT-TRACTOR range now includes six additional extra-large (XXL) sizes, spanning 38–46-inch rim diameters and introducing enhanced features and performance.

Bridgestone’s new VT-TRACTOR XXL tyres deliver exceptional traction, extended wear life and enhanced durability. The expanded range also delivers an optimised rolling circumference for ideal lead percentage across front and rear tyre combinations.

“Today, farmers operate larger, more powerful tractors and need tyres that can keep up – doing more and going further in demanding conditions,” said Andrea Marconcini, Director Agriculture at Bridgestone EMEA. “Our updated VT-TRACTOR range is engineered to enable faster, more efficient work in the field, together with a longer service life that reduces long-term costs.”

Underpinned by Advanced Tyre Engineering

The performance benefits of Bridgestone’s new VT-TRACTOR XXL tyres are enabled by a range of advanced design features.

Developed using robust Bridgestone design criteria and virtual 3D simulation, the tyres incorporate a deeper tread depth and wider tread width, ensuring excellent cooperation between traction and wear. A patented involute lug design delivers up to 12 per cent more lug volume than competitors¹, maximising traction while minimising energy loss and maintaining performance over time.

The enhanced durability of the expanded range is enabled by Bridgestone’s unique S-LINE bead profile. This provides greater flexibility at lower pressures, helping to reduce soil compaction while maintaining durability under heavy and changing loads, and preventing rim slip. The strong bead profile combines with a high durability casing construction that ensures even pressure distribution over soil footprint, improving both field performance and tyre longevity, and preventing both circumferential and shoulder cracks. The new XXL range’s optimised rolling circumference ensures proper traction, reduces tyre wear, prevents driveline stress and improves fuel efficiency, while maintaining steering precision and overall vehicle stability.

The XXL tyres are compatible with Central Tyre Inflation Systems (CTIS), allowing operators to adjust pressure easily for different applications.

VT-TRACTOR’s XXL sizes will be produced in Bridgestone’s Puente San Miguel plant in Spain, following recent enhancements to the site’s manufacturing capabilities. This includes advanced production technology and specialised equipment to produce large-diameter tyres, enabling Bridgestone to expand its portfolio into the 44- and 46-inch segment.

Bridgestone’s new VT-TRACTOR XXL sizes will be introduced progressively from April 2026, expanding coverage for high-horsepower tractors and ensuring compatibility with a wider range of modern agricultural machinery.

_¹_{Based on Bridgestone measurement tests conducted on Bridgestone VT-TRACTOR, Michelin AXIOBIB2 and Trelleborg TM1060 VF750/70R44 and VF900/65R46 tyres.}

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 bearing the gift for children’s charities with a golden partnership

Mon, 20 Apr 2026 12:47:22 +0200

Bridgestone is proud to continue its support of Sporting Bears Motor Club by once again sponsoring their Golden Dream Rides competition, which will help support numerous children’s charities this year.

Sporting Bears Dream Rides offer passengers a once-in-a-lifetime motoring experience in a range of classics or supercars for a donation. Every penny raised goes straight to the charities chosen by Sporting Bears, made possible by the remarkable generosity of its members.

The club members donate their cars, volunteer their time and even cover all their own expenses, ensuring that 100% of every donation directly supports the causes that need it most.

Bridgestone’s sponsorship, which not only covers the cost of the competition but also goes directly to a host of charities, builds on a partnership which began in 2023 and reflects the company’s ongoing commitment to supporting community-focused initiatives that make a meaningful difference.

The Golden Dream Ride competition is a simple one, where anyone who has interacted with Sporting Bears is invited to capture a photograph of their favourite Sporting Bears moment – whether it’s with their favourite car or during their own Dream Ride moment – and posting it via official social media channels. Each month, one lucky winner will receive a Golden Dream Ride voucher, redeemable against any available dream ride car, at any Sporting Bears event across the UK.

Bridgestone and Sporting Bears are using the excitement of the competition as a platform to champion a vital message: safer roads for everyone. As part of Bridgestone’s ‘Be a Bridgestone Road Safety Hero campaign’, the team of sporting bears volunteers will be engaging directly with the public to share simple yet crucial tyre‑safety checks and empowering drivers with the knowledge that can prevent accidents and save lives.

Clare Stephens, PR and Social Media Lead for Sporting Bears, said: “Our Dream Rides are all about creating unforgettable experiences while raising vital funds for children’s charities. Bridgestone’s support covers the cost of the competition which ensures that even more money goes directly to the charities we support.”

Helen Roe, Senior Marketing Manager from Bridgestone, said: “We’re incredibly proud to support Sporting Bears and their Golden Dream Rides concept. It’s a fantastic initiative that brings together a passion for cars with a genuine opportunity to make a difference in local communities, whilst sharing vital tyre safety advice.”

Bridgestone’s backing coincides with Sporting Bears’ historic announcement at the recent Practical Classics Restoration Show at the NEC in Birmingham, where they revealed that they’ve broken the £4 million barrier for fundraising activities, since being formed in 1989.

Overall, Sporting Bears has provided more than 85,000 Dream Rides, and every penny raised along the way has helped more than 400 children’s charities across the UK. While Sporting Bears is perhaps best known for its large presence at a number of big car events including the two NEC-based classic car shows each year, as well as Carfest and The British Motor Show, it also has a presence at more than 60 other events throughout the season.

For more information about Sporting Bears, visit www.sportingbears.co.uk

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 Announces First Ever Motorhome Tyre - the Duravis Camper All Season

Thu, 26 Mar 2026 11:31:00 +0100

Bridgestone, a global leader in tyres and sustainable mobility solutions, has announced its first-ever motorhome tyre: the new Duravis Camper All Season. Combining cross-season versatility, high load capacity, excellent wear performance and EV-readiness, the tyre is engineered to deliver safety, durability and peace of mind to motorhome users year-round.

The tyre provides outstanding safety and control across all seasons, delivering a best-in-class EU label A-grade wet grip performance, excellent dry braking, and full winter-readiness that’s evidenced by 3PMSF and M+S certifications. The Duravis Camper All Season’s capabilities in the wet are made possible by a high-silica content compound, supported by high-volume shoulder slots for better water evacuation. Refined pattern stiffness enables the tyre’s dry braking performance, while a directional V‑shaped pattern delivers its snow mobility.

“From solo travellers to families, camper users seek safety and unhindered mobility on the road above all else – whether it’s a weekend getaway or a once-in-a-lifetime road trip,” said Stefano Sanchini, Vice President Consumer Replacement at Bridgestone EMEA. “The Duravis Camper All Season is built around these needs enabling drivers to live memorable adventures across the seasons. By combining durability and mileage capabilities, the Duravis range is known for innovations tailored to motorhomes. It gives camper users the confidence to journey further, whenever and wherever they choose.”

Designed to carry heavy loads, Bridgestone’s latest launch is engineered with a reinforced carcass construction that enhances the tyre’s longevity. To handle long parking periods, the Duravis Camper All Season also applies an optimised pattern design. The tyre features the CP (Camping Pneu) marking on its sidewall, indicating that it is specifically engineered for the unique demands of motorhomes.

Bridgestone Duravis Camper All Season also provides excellent tyre longevity – unlocking longer-term cost savings for motorhome owners. This is enabled by the tyre’s high pattern stiffness and a balanced contact pressure distribution, providing an even wear profile. A sidewall protector rib is integrated into the Duravis Camper All Season’s design to protect against curb impacts.

With an EU label B-grade in rolling resistance, the Bridgestone Duravis Camper All Season brings low rolling resistance and impressive energy efficiency to motorhome owners. This is paired with enhanced comfort on the road thanks to a best-in-class EU label A-grade performance in exterior noise.

The tyre’s capabilities are also made possible by the application of Bridgestone’s ENLITEN Technology, a next-generation technology revolutionising how Bridgestone engineers tyres. Applied to the Duravis Camper All Season, ENLITEN delivers customised and uncompromised tyre performance while enhancing sustainability and ensuring the tyre’s EV-readiness.

Developed at Bridgestone’s R&D Centre in Italy, the Bridgestone Duravis Camper All Season will be available as of June 2026 in four sizes across 15- and 16-inch rim diameters to answer the ever-growing demand for motorhome tyres across Europe.

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.

For more information about Bridgestone in EMEA, please visit our newsroom and www.bridgestone.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.

Bridgestone Backs Seven Teams for the 2026 FIM Endurance World Championship Season

Wed, 18 Mar 2026 11:41:19 +0100

In 2026, Bridgestone will once again equip top teams in the FIM[1] Endurance World Championship (EWC) with its premium BATTLAX motorcycle tyres – continuing a collaboration that began in 2017. This year, the company strengthens its presence in the world’s leading endurance racing series by serving as tyre supplier to seven teams, up from five in 2025.

This follows a landmark season in which the Bridgestone-supported Yamalube YART Yamaha EWC Official Team secured the EWC title after a dramatic finale at the Bol d’Or. Racing on Bridgestone BATTLAX tyres, Yamalube YART Yamaha’s victory marked the sixth time and the fifth consecutive year that a Bridgestone-equipped team has claimed the EWC crown. Last year, Bridgestone-supported teams dominated the championship standings, taking five of the top six positions overall.

“The FIM Endurance World Championship represents the ultimate proving ground for tyre performance, durability and innovation. The 2025 season once again demonstrated the consistency and capability of Bridgestone tyres under the toughest racing conditions,” said Nico Thuy, Director Motorcycle at Bridgestone EMEA. “Following this success, we are proud to offer our expertise and top-performing tyres to seven teams for 2026.”

Bridgestone BATTLAX racing tyres are engineered with advanced materials and construction technologies. This delivers maximum grip, consistent performance and exceptional durability throughout entire race distances – a must for endurance races lasting up to 24 hours. Designed to perform across varying weather and track conditions, they provide riders with the confidence to push to the limit in every stint.

Supporting seven of the leading EWC teams

The 2026 season will see Bridgestone act as tyre supplier to the following seven teams:

AutoRace Ube Racing Team: Kicking off its collaboration with Bridgestone, the 2026 rider lineup includes Naomichi Uramoto, who finished third overall in the JSB1000 last season, alongside BMW Motorrad Motorsport factory riders Sylvain Guintoli and Hannes Soomer.
BMW Motorrad World Endurance Team: The BMW Motorrad World Endurance Team came very close to the World Championship last season. The lineup of the #37 BMW M 1000 RR changes only in one spot for 2026. Michael van der Mark joins BMW veteran Markus Reiterberger, Steven Odendaal, with Hannes Soomer as the fourth rider.
F.C.C. TSR Honda France: This team became the first Japanese team to win the FIM EWC in 2017-2018. For 2026, Alan Techer, Corentin Perolari, and John McPhee will share the #5 Honda CBR 1000 RR-R. Scottish rider McPhee is the newest addition to the team.
Kawasaki Webike Trickstar: For the Kawasaki Webike Trickstar 2026 team, Roman Ramos continues to provide consistency, Grégory Leblanc brings experience, Christian Gamarino remains the offensive rider, and Enzo De La Vega adds further valuable experience.
KM99 Yamaha: Newly supported by Bridgestone, the KM99 Yamaha 2026 rider lineup includes Florian Marino, who brings experience from Superbike and Supersport championships, and Randy De Puniet, who is a veteran of 140 MotoGP and 250 cc class starts with more than 20 podiums. The duo adds experience alongside Italian Superbike Champion, Alessandro Delbianco and fourth rider Bo Bendsneyder.
Yamalube YART Yamaha EWC Official Team: Yamalube YART has proved to be an incredibly strong team, taking last year’s FIM EWC crown. For the 2026 season, Leandro Mercado joins the team. He accompanies Karel Hanika and Marvin Fritz as they look to defend their title with the #1 plate on the bike.
Yoshimura SERT Motul: Yoshimura SERT Motul will continue its journey in 2026 with an unchanged rider lineup. That includes Gregg Black, Étienne Masson, and Dan Linfoot, who contributed to recent successes, with Cocoro Atsumi as reserve rider.

‘From Circuit to Street’: Turning racing innovation into road performance

Bridgestone uses racing as a mobile laboratory to refine its tyre technology under extreme conditions. These innovations are then transferred to future tyres available to all riders under the “From Circuit to Street” concept. The FIM EWC includes races that last between eight and 24 hours. This places immense and sustained stress on tyres, creating ideal conditions to test and develop advanced compounds, construction technologies and durability solutions.

This racing expertise has directly influenced the development of Bridgestone’s latest and most advanced motorcycle tyres. This includes the brand-new RACING BATTLAX V03, which is Bridgestone’s track-only flagship slick tyre. Riders benefit from unrivalled grip and faster lap times, with a newly developed rear ‘SPRINT spec’ for maximum performance. Also new to this year is the BATTLAX RACING STREET RS12, a road-legal premium sports tyre that brings race-bred technology, offering the highest dry grip performance in Bridgestone’s road lineup.

The 2026 EWC season will run as follows:

18 April: 24 Heures Motos, Le Mans, France
6 June: 8 Hours of Spa Motos, Circuit de Spa-Francorchamps, Belgium
5 July: Cuca-Cola Suzuka 8 Hours, Suzuka race track, Japan
19 September: the Bol d'Or, Circuit Paul Ricard, France

[1] FIM stands for Fédération Internationale de Motocyclisme.

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.

For more information about Bridgestone in EMEA, please visit our newsroom and www.bridgestone.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.

‘Clear Number One’ - Bridgestone Potenza Sport EVO Crowned Test Winner in sport auto’s 2026 Summer Tyre Test

Wed, 18 Mar 2026 11:24:08 +0100

The Bridgestone Potenza Sport EVO with ENLITEN Technology was crowned test winner in renowned magazine sport auto’s 2026 summer tyre test, achieving the highest overall score in both wet and dry conditions.

Bridgestone’s ultra-high-performance tyre, tested on a Mazda MX-5 in the size 205/45R17, was among seven tyres that were tested by sport auto and was the only tyre in the test field to receive the top rating of ‘outstanding’, scoring 9.2 points.

The test experts at sport auto praised the Potenza Sport EVO for its exceptionally well-balanced performance. They highlighted its dynamic driving characteristics, describing it as ‘a very safe yet highly engaging tyre – our clear number one.’ The team were especially impressed by the tyre’s high level of grip and precise control in dynamic driving situations. They described the ultra-high-performance tyre as ‘a highly engaging tyre with strong grip reserves on both wet and dry surfaces’, which is also ‘finely controllable through load changes.’

The new Bridgestone premium tyre also demonstrated impressive performance in wet conditions, delivering short braking distances, outstanding cornering grip and strong safety reserves in aquaplaning situations.

Building on the multi-award-winning Potenza Sport, the new Bridgestone Potenza Sport EVO offers enhanced sports performance, wet control, longevity and fuel/energy efficiency, alongside expanded size range. Available since January 2026, the Bridgestone Potenza Sport EVO with ENLITEN Technology delivers exceptional control at high speeds, maintaining vehicle stability both in straight lines and through corners. The tyre also provides outstanding wet grip, achieving a best-in-class EU label A-grade. Compared to the multi-awarded Potenza Sport, it achieves a five per cent shorter braking distance on wet roads and a two per cent shorter braking distance in the dry.¹

These performance improvements are matched by enhanced longevity, offering 15 per cent greater mileage than its predecessor¹ – equivalent to around 6,000 additional kilometres.² The tyre also improves fuel efficiency and extends the EV driving range thanks to up to a six per cent reduction in rolling resistance.³

^{*1 Based on internal tests carried out on Bridgestone Potenza Sport EVO vs Bridgestone Potenza Sport, ref. size 235/35 ZR19.}

^{*2 Actual tyre mileage depends on several factors like driving style, asphalt characteristics, ambient conditions.}

^{*3 Based on internal tests carried out on Bridgestone Potenza Sport EVO vs Bridgestone Potenza Sport, ref. size 245/35 R18}

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.

For more information about Bridgestone in EMEA, please visit our newsroom and www.bridgestone.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.

Bridgestone Announces Motorsports Activities for 2026

Fri, 13 Mar 2026 09:00:00 +0100

Bridgestone Corporation (Bridgestone) today announced its motorsports activity plans for 2026. The company will continue to support a wide range of motorsports both in Japan and abroad, from top-tier races to grassroots race events for amateur drivers. The Bridgestone “POTENZA” brand will be at the forefront of four-wheel racing, while the “BATTLAX” brand will power two-wheel competitions. Guided by the fundamental principle that “Tyres carry life,” Bridgestone places the safety and peace of mind of all competitors first, delivering tyres developed and refined at the track, and contributing to the advancement of motorsports culture. Bridgestone leverages motorsports as a “Mobile Laboratory.” The technologies honed through the relentless pursuit of victory on the racetrack are directly applied to the evolution of consumer-grade and commercial tires, strengthening the Bridgestone brand and delivering new value to its customers.

In top-tier racing, Bridgestone supplies tyres under both the “Bridgestone” and “Firestone” brands. The company’s “Bridgestone” tyres power Japan’s premier four-wheel racing series, SUPER GT, where teams equipped with Bridgestone Potenza tyres have achieved an unprecedented fifth overall series championship in both the GT500 and GT300 classes. On two wheels, Bridgestone BATTLAX-equipped teams have captured the series championship for the fifth consecutive year - and sixth time overall - in the world’s most prestigious endurance motorcycle race, the FIM^*1 Endurance World Championship (EWC). Meanwhile, the “Firestone” brand, with its 125-year legacy, remains the exclusive tyre supplier for the iconic NTT INDYCAR^® SERIES^*2, including the legendary INDY500, supporting the heritage of another exciting motorsports.

Comment from Hiroshi Imai, Vice President and Senior Officer, Global Motorsports Bridgestone Corporation

Motorsports is the ultimate team sport. Everyone involved will come together as ‘One Team,’ embracing the challenge of motorsports with passion and supplying tyres we have poured our hearts and souls into. We hope to bring joy to drivers, riders, teams, and all the fans who come to witness the thrill of racing. I feel as if I’m rolling along with our tyres on the track! This year, we are also sharing the voices of 10 of our teammates who work in motorsports tyre structural design, material development, production, and motorsports operations. Please look forward to the efforts of our dedicated teammates who face tyres every day, and their passion through “Genbutsu-Genba^*3”to pursue the ultimate in tire performance .

Motorsports is the “origin” of Bridgestone as a tyre manufacturer, and the “Challenge to the Extreme.” We are driven by our “Passion to Turn the World^®” - a message that expresses the commitment to enjoying racing, striving for victory, pushing the limits, and supporting a sustainable mobility society together with the company’s teammates and partners. Under this message, Bridgestone will continue to demonstrate the spirit of challenging itself to new extremes through sustainable global motorsports activities, building trust and empathy with all those who share that passion.

Through our sustainable global motorsports activities, Bridgestone remains committed to its “Bridgestone E8 Commitment”^*4, specifically to “Emotion: Supporting exciting and moving mobility experiences.” Now and always, the company will continue to pour boundless passion into motorsports.

*1 FIM stands for Fédération Internationale de Motocyclisme.

*2 Bridgestone has an agreement to act as the exclusive tyre supplier for the NTT INDYCAR^® SERIES until 2030.
2024.9.13 Firestone to Continue as NTT INDYCAR® SERIES Exclusive Tire Supplier through Long-Term Extension

*3 One of the Foundations from The Bridgestone Essence (Corporate Philosophy). “Genbutsu-Genba (Decision-Making Based on Verified, On-Site Observations)”

https://www.bridgestone.com/corporate/philosophy/

*4 The Bridgestone Group established its corporate commitment, the "Bridgestone E8 Commitment," to help it realise its vision: "Toward 2050, Bridgestone continues to provide social value and customer value as a sustainable solutions company." This commitment will serve as the Group's axis to drive management while earning the trust of future generations. The "Bridgestone E8 Commitment" consists of eight uniquely Bridgestone values starting with the letter "E" (Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, and Empowerment) that the Group will commit to creating through distinctly Bridgestone purposes and processes, together with employees, society, partners, and customers to help realize a sustainable society.

About Bridgestone Corporation:

Bridgestone is a global leader in tyres and rubber building on its expertise to provide solutions for safe and sustainable mobility. Headquartered in Tokyo, the company employs approximately 121,000 people globally and conducts business in more than 150 countries and territories worldwide. Bridgestone offers a diverse product portfolio of premium tires and advanced solutions backed by innovative technologies, improving the way people around the world move, live, work and play.

Bandag taking the high road with huge Alba announcement

Thu, 26 Feb 2026 10:39:31 +0100

Bandag has made its biggest statement of intent in recent years after securing Scotland’s largest independent tyre retreader as a new franchise partner.

Alba Tyre Management Ltd, based in Kilbirnie near Glasgow, has officially joined the Bandag network in what is being described as a landmark agreement for both businesses - and a huge coup for the Bridgestone brand as its UK expansion plans gather pace.

Founded in 2004, Alba has grown to become Scotland’s largest independent retreader and tyre supplier, specialising in premium retreaded truck tyres while also providing a comprehensive range of new tyres for all vehicle types. The company delivers local, national and mobile tyre fitting services and is responsible for managing approximately 60,000 tyres currently operating on Scottish roads.

Now, as a newly appointed Bandag ‘Cornerstone Franchisee’, Alba is poised for its next phase of growth.

David Wilson, Operations Director at Alba, said the scale of the support package was decisive.

“This partnership gives us a full front-to-end provision of services. From premium Bridgestone casing supply to access to their new tyre range, data, fleet programmes and mounted wheel offering, it’s a complete solution.

“For us, we will never get into a war about price. We’re about premium quality and delivering a circular, joined-up approach for commercial fleets. With Bandag sharing our philosophy, the growth potential is huge.”

Mike Howling, Bandag Service Operations Business Partner, said: “We are overjoyed to attract Alba to Bandag, who will play a strategic role in the success of our brand for many years to come. The only limiting factor is our imagination. We wanted a footprint in Scotland, and could not wish for a better partner than ALBA

“Alba has established the marketplace in Scotland, but in working together, we both believe the business can grow significantly. We can build a very strong partnership together. We have an entrepreneur in Alba and their enthusiasm and vision for the future is something that we are all extremely excited about.”

As part of the deal, Alba will benefit from new tyre retreading machinery, including a Bandag builder machine, increasing manufacturing capacity by a minimum of 2,000 additional retread tyres per year initially. The business also expects to create new jobs in the future, adding to its existing 26-strong workforce.

A key driver behind the decision was access to the full Bandag and Bridgestone proposition - something few manufacturers can offer as a joined-up solution.

Through the partnership, Alba gains premium casing supply and product quality backed by Bridgestone, alongside access to long-standing commercial fleet partnerships and mounted wheel programmes. Just as importantly, the business will implement BASys, Bridgestone’s advanced digital system that tracks every casing throughout its lifecycle, from collection to retreading to refitment.

Mike added: “Our Bandag model is built on three pillars: premium Bridgestone casing supply, long-standing commercial fleet partnerships and a network of experienced, locally based dealers, which is where Alba comes into its own. We’re not about quantity, but quality franchise partners who share our passion and ambition for the future.

“With Alba now firmly embedded within the network, we have a formidable presence north of the border – and our global expertise, digital traceability and premium product engineering can only provide additional strength in the months and years to come.”

Bridgestone Survey Reveals What Really Matters in Automotive Retail: Trust, Familiarity and Good Coffee!

Mon, 23 Feb 2026 17:13:00 +0100

A nationwide survey commissioned by Bridgestone has revealed that UK motorists are showing loyalty to their local garages for reasons far beyond just competitive pricing.

The research¹, based on the responses of 2,000 drivers, found that while 48% still regard product pricing as the main reason they remain loyal to a garage, it’s far from the only influence.

The study uncovered the human side of motoring loyalty, with 35% of drivers saying they return to the same garage because of the relationship they have with the staff. For many, familiarity breeds trust, with 29% stating they continue to use the same garage because their family has always done so.

Interest in consumers wanting to see a garage with proven sustainability credentials (e.g. running on solar panels) is growing with 26% of those asked saying they would be prepared to pay more. This figure represents a growth from 2024 statistics, when 23% of drivers declared that they’d do the same when asked the same question.

Meanwhile, 30% said they would willingly pay more to a garage that has a comfortable and welcoming waiting area and in a lighter detail, 8% of motorists confessed that the quality of coffee on offer plays a part in where they choose to have their car serviced.

Drew Chapman, Consumer Sales Director for Bridgestone North Region, said the results pointed towards a more thoughtful, value-led approach amongst drivers, who were not driven by price alone.

“It’s encouraging to see that motorists are increasingly looking for more than just the lowest price. At Bridgestone, we’ve always believed that true value is found in quality products and solutions, which provide superior levels of safety and longevity,” he said. “It’s also interesting to see emotional factors such as trust, familiarity and even a good cup of coffee playing a part in the decision-making process. These small touches help define what makes a motorist return.”

Bridgestone continues to support garages that share these values and has underlined its commitment through initiatives such as the e-CENTRE Excellence Programme. With more than £1 million invested to date, the scheme recognises tyre retailers who adopt best practice while delivering a premium service to motorists. Bridgestone aims to accredit 150 retail sites across Europe in the coming years, with the programme improving customer experience and reducing environmental impact. It also aligns with Bridgestone’s global E8 Commitment – a pledge to create social and customer value across eight focus areas: Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment.

ENDS

¹Bridgestone UK commissioned research carried out online by Research Without Barriers (January 2025) comprising 2,000 UK car owners. All research conducted adheres to the UK Market. Research Society (MRS) code of conduct (2019). RWB is registered with the Information Commissioner’s Office and complies with the DPA (2018).

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.

For more information about Bridgestone in EMEA, please visit our newsroom and www.bridgestone.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.

Bridgestone brings real world tyre performance to new RIDE 6 motorcycle game

Thu, 12 Feb 2026 13:05:00 +0100

Bridgestone, a global leader in tyres and sustainable mobility solutions, is continuing its partnership with game developer and publisher, Milestone, on the latest instalment of its RIDE videogame series. Launching today, RIDE 6 is the most ambitious and complete chapter of the motorcycle racing franchise, with new bikes, terrains and tracks, and the latest Bridgestone tyres.

After partnering with Milestone on RIDE 4 and RIDE 5, Bridgestone returns as the game’s official tyre supplier, bringing its real-world premium motorcycle tyres to the virtual circuit. With new dual-physics gameplay, RIDE 6 players worldwide can experience the performance and durability that Bridgestone tyres deliver to riders every day, on the road, track and trail.

“RIDE 6 is the most realistic and wide-ranging entry in the series so far, and that makes it the ideal platform to showcase our large premium motorcycle tyre portfolio and its performance,” said Nico Thuy, Director Motorcycle at Bridgestone EMEA. “With expanded modes, new features and a stronger Bridgestone presence throughout the experience than ever before, the game takes our long-standing partnership with Milestone to the next level. Through the RIDE series, we’re both strengthening our leadership in motorcycle tyres and showcasing our racing legacy in a fun, engaging way to riders and gamers worldwide.”

The most immersive RIDE experience yet

New to RIDE 6 is the RIDE Fest career mode, where players can step into the shoes of a real rider and have the chance to become the number one by racing against 10 two-wheel legends such as Casey Stoner, Guy Martin and Troy Bayliss. RIDE Fest includes a dedicated ‘Bridgestone Challenge’ chapter, giving players the chance to experience Bridgestone tyres across disciplines and surfaces, from circuit racing to endurance. Additionally, in another first for the partnership, Bridgestone is the official sponsor of the revamped RIDE 6 Riding School, the game’s training section where players can take their skills to the next level through dedicated tutorials.

Drawing on the tyre company’s long-standing heritage and success in motorcycle racing – including in the FIM Endurance World Championship (EWC) – tyre performance and durability are integral to the RIDE 6 experience. As in real racing, virtual riders must manage tyre wear, adapt to changing conditions and make strategic decisions – making tyres a key factor in performance and progression within the game.

Building on its presence in RIDE 5, Bridgestone features more prominently throughout RIDE 6, with branding integrated across tracks, menus and gameplay.

An expanded Bridgestone tyre line-up in RIDE 6

RIDE 6’s Bridgestone tyre line-up includes the two latest editions to the company’s BATTLAX tyre family, which both launched this year. The RACING BATTLAX V03 is Bridgestone’s new track-only flagship slick tyre, delivering unrivalled grip and faster lap times. Also available on RIDE 6 is the new BATTLAX RACING STREET RS12, a road-legal premium sports tyre that offers the highest dry grip performance in the BATTLAX road lineup.

Furthermore, with off-road races making their first appearance in the franchise, RIDE 6 players can also now choose from Bridgestone’s lineup of adventure motorcycle tyres, including the BATTLAX ADVENTURECROSS AX41. RIDE 6 users will also have access to the Bridgestone BATTLAX ADVENTURE TRAIL AT41, RACING BATTLAX W01 and BATTLAX HYPERSPORT S23 motorcycle tyres.

RIDE 6 is available now

With over 340 motorcycles* from 21 manufacturers* across seven categories powered by Bridgestone’s premium tyres, RIDE 6 offers the most diverse garage in the series’ history. Powered by Unreal Engine 5, RIDE 6 is available now on PlayStation®5, Xbox Series X|S, and PC via Steam and Epic Games.

*Comprehensive of D1 and DLC content

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.

For more information about Bridgestone in EMEA, please visit our newsroom and www.bridgestone.com. Follow us on Facebook, Instagram, YouTube, Twitter and LinkedIn.