Belgium -- Bridgestone will focus on road safety and high technology at the IAA Motor Show, running from 13 to 23 September in Frankfurt, Germany.
The company says in its 6 Sept statement that road safety and high technology are its two key commitments - illustrated by the company's involvement in three major campaigns; Think Before You Drive, Make Roads Safe and Dreams at heArt.
Bridgestone is also sponsoring the show and as a result each ticket will have yellow crash-test dummies printed on the back, to echo the company's Think Before You Drive campaign.
The tyre company will have a 300mÂ² stand at the show, where it will present Michael Schumacher's 2006 formula 1 Ferrari - a symbol of the success that the company has achieved over the past decade, according to the statement. Visitors to the stand will have the chance to win Formula 1 tickets.
The stand will also feature Bridgestone's innovative cooling fin development - which it claims reduces the sidewall temperature of the tyre when it is running with a loss of air pressure.
The company will also display its latest safety developments in tyre sensor technology, called CAIS (Contact Area Information Sensing), which according to Bridgestone gathers information on the shape of the tyre contact patch and tread vibration, providing the vehicle with vital control and warning capabilities.
Finally, Bridgestone will be exhibiting a full range of its road tyres- for passenger cars, light commercial vehicles and 4x4's - in latest summer and winter specifications.