2016 was a memorable year for Bridgestone Europe with the launch of the new DriveGuard Summer and Winter tyre range. The innovative new tyres offer motorists the safety and convenience of extended mobility. With reinforced sidewalls and hi-tech cooling fins DriveGuard allows you to keep control and continue driving at 80km/h for up to 80km after a puncture. DriveGuard can be fitted on almost any car with a TPMS system and gives the added reassurance of a leading wet grip.¹
DriveGuard’s first year kicked off with a spectacular launch event held in Nice where the media and our dealers were given the opportunity to experience this game-changing technology for the first time. Almost before the event had finished, the plaudits started for DriveGuard in markets across Europe.
In May, in Germany, DriveGuard took the REIFEN Essen 2016 Innovation Award in the category "Technology and Products". In June Auto Express in the UK announced its products of the year, with DriveGuard again in the honours, winning Product of the Year 2016. It was also later awarded the Editor’s Choice Award 2016. October shifted the focus to Ireland, with DriveGuard picking up a Tyre Innovation Award at the Irish Auto Trade Awards.
At the end of that month the second phase of the launch for markets in the East, South and South West Europe was held at the Bridgestone European Proving Ground near Rome.
Continuing the run of recognition as we moved in to 2017, in Portugal DriveGuard has been awarded “Prémio Cinco Estrelas” (Five Stars Award). As the icing on the cake in January 2017 DriveGuard was voted as one of the “Produits de l’Année” (Product of the Year), in France.
Finally, It wasn’t just DriveGuard itself that received awards, in November the outstanding media campaign for DriveGuard, that was created with JWT, The Netherlands won a Bronze EPICA award.
On this success, Jake Rønsholt, Managing Director of the Consumer Business Unit said “Creating a new market segment can be daunting, and we are proud to have received this recognition, but the proof of product comes from the end-users. Sales are 25% above our targets, and during this year we should see more than one million Bridgestone DriveGuard tyres on the roads of Europe.”
At Bridgestone Europe we are fully committed to 360° support for DriveGuard. Keep watching this space in 2017 for more about the DriveGuard story.
Bridgestone DriveGuard is available in 19 summer and 11 winter sizes covering 60% of the addressable vehicles equipped with TPMS. Size expansion to SUV and higher rim sizes is scheduled for early 2018.
¹ DriveGuard tyres are currently not available for vans, and are only available for cars equipped with a Tyre Pressure Monitoring System (TPMS). DriveGuard Summer tyres are classified Wet Grip A and DriveGuard Winter tyres are classified Wet Grip B in EU labeling.