Bridgestone Europe has announced that it will expand itsmulti-brand strategy and introduce the Bridgestone brand in the agriculturaltyre market in Europe.
Bridgestone agricultural tyres will target the growing high-endsegment of the European market, meeting the special needs of the largest, mostpowerful agricultural vehicles and equipment. A preview of the brand promisewill be displayed at the Agritechnica international agricultural exhibition inHanover, 12th to 16th November 2013. Bridgestone plans to launch its firstproduct during the REIFEN international tyre show in Essen, Germany in May2014, making it available for sale in Europe during the second half of theyear.
In line with the companys multi-brand strategy, the newBridgestone range will complement the existing Firestone agricultural tyrebusiness. Firestone has invested heavily to renew its product portfolio and hasbuilt a strong position in the European market, offering a large number offarmers high levels of performance and productivity. With Bridgestone focusingon the largest vehicles and equipment at the top end of the market, the Companyaims to avoid overlapping sizes and standards between the two brands.
Bridgestone and Firestone havedifferent brand strengths and attributes. Together in our multi-brand approachthey can provide farmers in all segments the optimal solution says LotharSchmitt, Director Agricultural and Off-the-Road tyres of Bridgestone Europe.
Changing farm landscape
The opportunity for Bridgestone is the rapidly changing face offarming in Europe. Farms today are becoming fewer in number but larger in size,often sharing their resources and equipment to maximize efficiency. Theirequipment is also becoming larger, more powerful and more specialised.
This evolution in farming in Europe represents a serious challengeto manufacturers of agricultural tyres, as they struggle to keep up with thepace of change. As the worlds largest tyre and rubber manufacturer,Bridgestone is responding to the challenge with a target-oriented multi-brandproduct portfolio that will meet the needs of all players in the agriculturalsector.