Firestone gearing up for a memorable 2014

Firestone will combine the Formula One inspiration of Jim Clark and John Surtees with an historic Indy 500 association and a clutch of world land speed records when it makes its presence felt in the UK tyre market in 2014.

The historic brand has been undergoing a marketing ‘brush-up’ in recent months and is now in a position to offer a compelling proposition to motorists and dealers alongside Bridgestone’s premium offering.

Its new 4x4 ‘Firestone Destination’ tyre will be unveiled in June and will coincide with a concerted effort to increase awareness – and ultimately sales – through a variety of campaigns.

The famous Firestone badge will play a prominent part in the company’s marketing efforts, which will centre around its rich motorsport heritage, including synonymous links with the Indy500 series and Art Arfon’s world land speed records on his ‘Green Monster’ in the 1960s, which was fitted with Firestones.

Firestone’s north region communications manager Andy Dingley said: “We see our Firestone offering as playing a pivotal role for us in 2014.

“The brand is powerful, endearing and we believe it can become one of the main players in the tyre market.

“There is a great sense of heritage associated with Firestone and from our research, we know that it is steeped in tradition and respect, with an association with genuine quality.

“We really do feel that we can offer motorists a product to be sure of, which will complement our premium Bridgestone range perfectly.”

The Indy 500 was part of the Formula One World Drivers’ Championship between 1950 and 1960, and every Indy 500 in this period was one with Firestone tyres.

The first non-Indy Formula One race win for Firestone was by Ferrari driver Ludovico Scarfiotti at Monza in the 1966 Italian Grand Prix.   In all, a total of 49 races were won on Firestone tyres, with drivers such as Jim Clark, John Surtees, Graham Hill, Emerson Fittipaldi and Mario Andretti all taking the top step thanks to their Firestones.

The final victory was in the 1972 Italian Grand Prix at Monza, where Fittipaldi won for Lotus, en route to becoming the then youngest-ever Formula One World Champion.

Andy added: “This year promises to be an extremely exciting one for Firestone, with a new 4x4 tyre set to be revealed in June and eye-catching marketing campaigns, created around a number of historic sponsorships and sporting associations.”

“The big positive we already boast is the fact that Firestone is already widely recognised as a leading tyre brand in the UK.

“We are in a great position to enjoy a successful 2014, and we feel we have good reason to be optimistic.”

ENDS

Issued by Bridgestone UK www.bridgestone.co.uk For further information call Andy Dingley on 01926 488540 or email: andy.dingley@bridgestone.eu

About Bridgestone

The largest manufacturer of tyres and rubber products worldwide, Bridgestone leads the way in quality, technologically innovative goods and services and is a trusted brand that goes from strength to strength.

Established in 1931 in the small town of Kurume, Japan on the island of Kyushu by its founder Shojiro Ishibashi, today it is a multi billion pound business with 183 manufacturing plants, in 26 countries and a presence in over 150 markets worldwide.

Always seeking to be the best at what it does, Bridgestone is focused on its mission of “serving society with superior quality” through an enviable range of products that satisfy the needs of the customer and society as a whole.