Bridgestone's multi-brand strategy addresses the changing face of farming

摘要

DURING A PRESS CONFERENCE at last November's Agritechnica exhibition in Germany, Lothar Schmitt announced Bridgestone Europe's plan to introduce the Bridgestone brand into the European agricultural tyre market. The Bridgestone Europe director of agricultural and off-the-road tyres explained that Firestone, arguably the most well-established name in agricultural tyres, will remain the company's primary agricultural brand. The Firestone portfolio will also remain the most extensive, while the all-radial Bridgestone brand will target the growing high-end segment and focus on meeting the special needs of the largest, most powerful agricultural vehicles and equipment; the aim is for as little overlap between the two brands has possible. "Bridgestone and Firestone have different brand strengths and attributes. Together in our multi-brand approach they can provide farmers in all segments the optimal solution," commented Schmitt.