ERJ staff report (TP)
Brussels, Belgium – Bridgestone Europe announced that Firestone has developed Destination HP for the tire replacement market, targeting drivers of city crossovers and small-to-medium-sized sport utility vehicles (SUVs).
Competing in Firestone’s mid-priced tire segment, Destination HP aims to provide SUVs with best-in-class mileage and control in the wet, with top handling stability in all conditions.
José-Enrique Gonzalez, Director Marketing, Bridgestone Europe, said: “The Destination HP targets our core Firestone customers – the young at heart, active people aspiring to a freedom to drive – capitalising on their growing attraction to urban crossovers and their aspiration towards a carefree SUV way of life.”
Destination HP achieves up to 35 percent higher mileage without reducing safety and backs up this positioning with a "highly competitive technical package". It also achieves top results in wet grip with best-in-segment results on the Euro Tyre Label B grading for wet grip across all five top-selling Destination HP sizes introduced in 2014. This performance combines with C to E grading on fuel efficiency, providing a “perfect” balance between rolling resistance and wear life.
Destination HP is available across Europe from May 2014, initially in 10 sizes for 16- and 17-inch rims.
The firm said: “The new Destination HP will be playing a key role in reaffirming Firestone in Europe. The brand is reasserting its core philosophy which is to allow everyone the freedom to drive and discover. Firestone is keeping this heritage alive not only by connecting with consumers’ aspirations to a SUV active lifestyle, but by offering a wide set of options to motorists – ranging from general use, to high performance (SZ90α) as well as touring (TZ300µ) or Run-Flat Technology tires (SZ90 RFT).
“Over the last couple of years, the brand has been busy upgrading its passenger car tire line-up and now offers motorists a very competitive range designed for reliability, safety and value for money – in summer and in winter.
“This renewal of the brand’s identity will also soon be visible on the new Firestone website due to be renewed this summer.”
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Press release from Bridgestone