Bridgestone, in partnership with Kwik Fit, made a striking impact at the 2024 British Motor Show, captivating over 70,000 visitors with an array of unique activations that underscored the importance of tyre safety and innovative tyre technology. Marking their third consecutive year at the event, Bridgestone’s presence was stronger than ever, conducting more than 800 free tyre safety checks and showcasing their premium tyres through a stunning holographic display.
A standout feature of Bridgestone’s participation was the emphasis on tyre safety. Bridgestone and Kwik Fit offered over 800 free tyre safety checks, highlighting the critical role that well-maintained tyres play in road safety. Visitors to the show received personalised ‘Bridgestone Become a Road Safety Hero’ postcards, designed to serve as a reminder of the importance of regular tyre checks. These postcards, featuring essential safety tips and maintenance advice, provided attendees with practical guidance to ensure their vehicles remain roadworthy.
The initiative was part of Bridgestone’s broader commitment to promoting road safety. The tyre safety checks were a tangible demonstration of this commitment, offering show attendees not just advice but actionable insights to enhance their driving safety.
Beyond tyre safety, Bridgestone wowed visitors with a cutting-edge holographic display that showcased the Bridgestone Turanza All Season 6 tyre. The hypergram holographic technology created a visually stunning 3D image of the tyre, making it appear as though the product could be physically touched. This immersive experience allowed visitors to appreciate the design and technology of the Turanza All Season 6 in an entirely new way.
Richard Hammond’s Mitsubishi Evo VIII FQ300, known from DriveTribe, was another major attraction, drawing car enthusiasts to the eye-catching Bridgestone and Kwik Fit stand.
Bridgestone also took the opportunity to demonstrate their advanced ENLITEN technology platform. This innovation underpins several of their tyre models, including the Turanza All Season 6, Potenza Sport, and Potenza Race, which were all prominently featured at the show. ENLITEN technology is designed to meet the demands of various vehicles, from internal combustion engines to electric vehicles, offering enhanced performance and efficiency.
Brett Emerson, Bridgestone UK Consumer Sales Director, expressed his satisfaction with the brand’s success at the show, stating, “This was our third successive appearance at the British Motor Show and it was our most successful yet. It’s always an event that we take a great deal of pride in being associated with, and we pulled out all the stops this year to make our biggest impression yet.”
Emerson highlighted the success of the tyre safety initiative, saying, “It was the first time that we were able to check visitors’ tyres, and this was a tangible road safety development that meant a lot to us, as we could then provide maintenance advice with the intention of keeping people safer when driving.”
In addition to its product showcases, Bridgestone reaffirmed its dedication to sustainability with the unveiling of its E8 Commitment. This framework, encompassing eight core values—Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, and Empowerment—guides Bridgestone’s efforts to contribute to a carbon-neutral society and advance tyre technologies.
The British Motor Show provided the perfect platform for Bridgestone to align with the ‘Emotion’ value of their E8 Commitment, inspiring excitement and joy in the world of mobility. Bridgestone’s presence at the event was not only about showcasing products but also about engaging with the public in a meaningful way that emphasises safety, innovation, and sustainability.
Bridgestone and Kwik Fit’s participation in the 2024 British Motor Show was a resounding success, drawing large crowds and effectively communicating the importance of tyre safety. Through innovative displays and hands-on safety checks, Bridgestone demonstrated their leadership in the tyre industry and their ongoing commitment to enhancing road safety and advancing tyre technology. As they continue to innovate and engage with the automotive community, Bridgestone remains a driving force in shaping the future of mobility.
