Bridgestone targets ‘new premium’ tires to stay ahead of game

Tokyo – Bridgestone Corp. is targeting what it calls ‘new premium’ tires, that will go beyond high-rim tires and bring increased levels of value to consumers.

The Japanese group expects a ‘tailwind’ from growth in demand for high-rim-sized passenger car tires in the two years to 2026.

However, this market segment is expected to slowdown "after 2030 or possibly a little earlier,” the group said is an update on the progress of its 10-year strategy Bridgetone 3.0 Journey.

For the 2024-26 mid-term business plan (24MBP), Bridgestone plans to “seize the tailwind in demand to the fullest extent,” according to the 28 June statement.

To counter the "decrease in tailwinds" after 2030, the tire maker is to develop its own "new premium" starting during the 24MBP period.

The aim, it said, is to create new tires that deliver higher value through the use of lightweighting technology Enliten, and modular production systems.

With plans for “full-scale” expansion of its Enliten-equipped replacement tires as of this year, Bridgestone is targetting “a cumulative total of 45 products and 65% Enliten-equipped products by 2026.”

The figure will rise to 100 products and 100% Enliten-equipped products by 2030, the group's statement added.

“The 24MBP is the ‘first stage of the new premium’ that offers new value to customers by expanding the first generation of Enliten technology,” continued Bridgestone.

The 27MBP will mark the second stage of ‘new premium’ where the group aims to launch the “second generation of Enliten in the market.”

The second generation, it said, will expand value together with the evolution of the brand, helping Bridgestone “establish a sustainable premium.”

Overall, for the replacement passenger car tires, Bridgestone said it aims to improve its sales-mix: increasing the sales ratio of premium tires to 70% in 2026.