Bridgestone kicks off new Firestone truck tire campaign

Reinvigorated brand campaign inspires reflection on Firestone's iconic past and focus toward innovative future.


Bridgestone Commercial Solutions launched its new Firestone campaign, "Those With Drive, Drive a Firestone." The new campaign coincides with a major launch of new tires featuring technological advancements that specifically address the needs of drivers and small fleet owners who seek fuel savings, long wear, and casing durability. The modern yet timeless "F-shield" serves as the cornerstone for the campaign, promoting iconic reflection on the past while looking forward to new Firestone innovation available today.

Since its inception, Firestone has been built through innovation and by supporting and encouraging commerce. In 1918, Firestone introduced the campaign "Ship by Truck," and the freight industry took off.  For more than 100 years, Firestone and trucking have been united in the business of moving products and services. "Those With Drive, Drive a Firestone" speaks to the values of small business owners and captures the essence of tires that help move business forward with customer-focused attributes that promote a lower cost per mile. These include:

  • Longer-wearing compounds,
  • Fuel-saving sidewall designs, and
  • Fuel efficient tread patterns.

"Becoming a trusted advisor to and exceeding the needs of small business owners is at the center of our campaign and its featured products," said Matthew Stevenson, Vice President of Marketing, Bridgestone Commercial Solutions. "Thanks to customer feedback, our new products specifically cater to the needs of these owners—a lower cost-per-mile through long wear, fuel savings with our Firestone eco-Products, and excellent retreadability, which extends the life of the casing. These new Firestone tires also reflect a marked improvement in our product development cycle, bringing new and exciting products to market faster with a robust focus on innovation."

The new tires – FS591 steer, FD691 drive, and FT491 all-position radials – meet EPA SmartWay and California Air Resources Board (CARB) requirements for fuel efficiency without sacrificing removal miles. The Firestone FS820, an all-position tire designed for the rigors of on/off-highway service, features strong traction, long wear life and responsive handling. All four Firestone tires offer excellent retreadability.

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