Bridgestone’s premium tyre range has been brought to life to its biggest post-pandemic audience, with up to 70,000 people learning more about the brand at the British Motor Show.
Bridgestone, partnering with Kwik Fit, sponsored the motorsport arena and a prominent hall at the August 18 to 21 event, in what was the company’s most successful association in a number of years, both in terms of new sales leads and increased brand awareness.
Its Potenza Sport and Turanza T005 tyres, which won Auto Express’ UHP summer and SUV tyre tests respectively, took centre stage at Farnborough International alongside the new semi-slick Potenza Race tyre, which is already an original equipment fitment for the Lamborghini Huracán STO, SEAT Leon Cupra hot hatchback and the Huracán STO Tecnica supercar.
Bridgestone’s EV tyre technology was also on display courtesy of the Turanza Eco featuring Enliten technology, which reduces rolling resistance and helps to extending battery life and vehicle range in electric vehicles.
Bridgestone’s Consumer & Brand Sponsorships Marketing Manager Helen Roe said: “We are still catching our breath after an incredible four days. We interacted with tens of thousands of motorists at the show, the majority of which had extremely positive impressions of the brand before they’d even come to see us.
“We were able to communicate the benefits of our premium range whilst leaving a lasting impression on everyone who came to see us. As a result, we are already seeing an early spike in sales leads and over the longer term, we’ve made Bridgestone the first name than many motorists will think of when it’s time to get their tyres changed.”
Helen added: “We couldn’t have envisaged a more successful sponsorship, in what was our first official association with the British Motor Show. We’re reflecting on a number of tangible successes including a heightened interest in our premium tyre range and an appetite for more news from the business as a whole.
“Our stand was packed since the doors first opened right up until the end of Sunday afternoon and we attracted so much attention from so many people of all ages. Not only did they appreciate the technology behind our products, but they wanted to find out where their nearest retailers were to get them fitted in the future.
“As the dust settles on the show, we can reflect on a great team effort and one of our biggest successes in recent years.”
The British Motor Show partnership aligns with the Bridgestone E8 Commitment that serves as the axis to drive management while earning the trust of future generations. It consists of eight Bridgestone-like values starting with the letter “E” (Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, and Empowerment) that Bridgestone will commit to creating together with employees, society, partners and customers to realise a sustainable society.
The event aligns with ‘Emotion – Committed to inspiring excitement and spreading joy to the world of mobility.’
