Bridgestone is taking its responsibility seriously, as the world’s number 1 tyre and rubber manufacturer, to foster greater safety out on the roads via a well-rounded strategy.

Supported by market research, a comprehensive awareness campaign and ongoing investments in new, innovative technologies, Bridgestone hopes to leverage the capacity of its premium tyres to increase safety for all road users.

A high-impact media campaign aims to counter conflicting consumer beliefs and behaviour around tyre safety and boost awareness not only for the importance of choosing quality tyres but also of checking and maintaining them regularly.

Coupled with Bridgestone’s relentless search for new technologies that ensure superior safety, efficiency and performance, it is hoped that these initiatives will have the power to change not only the direction of product development but also of consumer behaviour, an often neglected side of the story when it comes to tyre safety.