Bridgestone launches Firestone brand of tyres for Indian aftermarket

Tyre maker Bridgestone today introduced its American tyre brand Firestone in India.

Launching the FR500 Series targeted at passenger cars and the Destination LE02 aimed at the SUV segment, the company said the new brand of tyres will be manufactured at Bridgestone's plants in Chakan and Kheda.

With the launch of the Firestone brand, the company is aiming to capture 20% share of the replacement market in the next five years, officials told Autocar Professional.

The FR500 will be available in 24 sizes ranging from rim diameters of 12-16 inches, covering a host of cars in the Indian market. Meanwhile, LE02 for SUVs is available in three sizes with rim diameters of 15-16 inches. Following it up, the company will also launch 11 new sizes for SUVs under the Destination A/T range by 2018.

According to Vaibhav Saraf, senior GM (Consumer Products), Bridgestone India, most of the Firestone range will be sold through Bridgestone-branded shops and independent tyre stores. However, the company is also planning to retail the brand through multiple e-commerce platforms as well.

Deeming the Firestone brand as a value proposition for the Indian market, the company said that the new range of tyres will provide an extremely durable performance with a longer life, without compromising on safety at competitive pricing.

The pricing for the FR500 starts at Rs 2,200, while the LE02’s sticker price starts from Rs 5,500.

Speaking at the launch, Kazuhiko Mimura, managing director, Bridgestone India, said: "Over the last few years, India has emerged as a global economic powerhouse and one of the fastest growing automotive markets in the world. Firestone at the onset will focus on the passenger car and SUV segments and subsequently expand the size range. We hope to garner our fair share of the market through a wide pan-India network of dealerships and superior quality and service."

With over 100 years of expertise in tyre manufacturing and motorsport, the Firestone brand founded by Harvey Firestone was bought by Bridgestone in 1988, which helped the company become the largest rubber and tyre manufacturer in the world.

With the Firestone range of tyres, the company will look to tap the ever-so-value conscious Indian consumer and thus has slotted it under the Ecopia and the B290 range of tyres in terms of pricing. Initially, the company will only target the replacement market, but will explore OEM partnerships for the new range in the future.

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