Bridgestone, a leader in mobility solutions, has renewed its call for motorists to prioritise tyre safety checks, following new data from its “Become a Road Safety Hero” campaign. The initiative, designed to raise awareness and promote safer driving practices, involved over 4,500 tyre inspections across more than 1,000 vehicles, with findings revealing that 11.7% of tyres checked had “notable issues.”
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Bridgestone’s campaign reached a diverse group of drivers, engaging with communities across the UK and Ireland. The company’s teams set up safety checks at 10 venues, including high-traffic locations such as the British Motor Show, Roadchef Norton Canes M6 Toll Services, and Coventry University. Through this effort, Bridgestone hopes to drive home its commitment to road safety and encourage proactive vehicle maintenance.
Among the 4,500 tyres inspected, 11.7% had significant issues that compromised safety. Of these, 9.7% needed advisories due to inadequate tread or incorrect pressure, while a concerning 8% were deemed illegal and required immediate replacement. Bridgestone’s findings echo recent TyreSafe data, which estimate that over 6.1 million illegal tyres are currently being driven on UK roads—a clear safety hazard.
These inspections have shed light on tyre neglect in the UK and Ireland. Bridgestone’s research earlier this year revealed that 35% of drivers admitted they never check their tyres, and 50% were unaware of the legal tread depth limit. With so many tyres in poor condition, Bridgestone’s call for regular checks is a timely reminder of the importance of basic tyre maintenance.
Bridgestone’s campaign featured a broad outreach strategy, targeting a wide demographic of drivers, including young motorists, local business employees, and general road users. Bridgestone UK & Ireland employees contributed their time through the company’s ‘One Million Minutes’ volunteering campaign, providing safety checks and education to help drivers better understand tyre maintenance and safety.
Andrea Manenti, Vice President of Bridgestone North, emphasised the life-saving potential of these checks. “Our team’s dedication to raising tyre safety awareness has been incredible, and if we had one message to motorists following on from this, it would be to inspect their tyres more regularly, as it really can be the difference between life and death,” he said. “By engaging with a wide range of drivers across age groups, we are making strides to ensure safer roads and encourage everyone to check their tyres regularly. Every driver has the power to ‘Become a Bridgestone Road Safety Hero’, and an important part of this campaign is asking those we meet to pass the message on.”
Bridgestone’s campaign is a key part of its E8 Commitment, which focuses on eight principles, including Efficiency, Ease, and Empowerment, to guide its mission and enhance safety, mobility, and sustainability. The “Become a Road Safety Hero” initiative provides drivers with practical support to help extend the life of their tyres and maintain peace of mind.
Motorists can learn more about Bridgestone’s tyre safety guidelines and take action to ensure safer driving by visiting the Bridgestone Tyre Care Guide.
By checking tread depth and maintaining the right tyre pressure, drivers can contribute to safer roads for all.
