• Australia & New Zealand’s Most Trusted Tyre brand showcases its value-centric mindset. 
• Market leading tyre company highlights its emphasis on quality to enhance value proposition. 
• Bridgestone re-emphasises the importance and benefits of premium tyres. 

BRISBANE, Queensland (8 April, 2026) – Market leading tyre brand Bridgestone is using the launch of its latest performance tyre, the Potenza Adrenalin RE005 to re-emphasise the immediate and longer-term benefits of choosing premium tyres. 

External factors over the past few years have made motorists and consumers even more focussed on value propositions, and Bridgestone is highlighting that investing in quality tyres pays dividends for safety, longevity and running costs. 

According to Bridgestone Australia Sales Director, Claudio Sodano, the value equation goes beyond the purchase price of a tyre, and motorists need to consider the characteristics that matter the most to them.

“There are very few people who enjoy buying new tyres, and they are a purchase that is often considered a high-cost item – but consider what’s riding on them,” Mr Sodano said. 

“The most important thing is for motorists to be making informed choices about what matters most when buying tyres - whether that’s saving a quick buck or the safety of their family and longer-term value,” he added. 

With more than 30 years’ experience at Bridgestone in Technical Field Services and sales roles, Mr Sodano can speak with confidence about the difference between budget and premium tyres. 

“There is categorical difference between budget tyres and a quality premium tyre that justifies the price. You’re not paying for just the tyre – it’s the years of extensive research and development, the advanced rubber compounds and construction methods that provide Bridgestone tyres with their leading performance characteristics, durability, safety, and peace of mind. 

“Like any product, tyres need to balance quality and price. Unfortunately, it means consumers need to make the choice between a cheap tyre, and a quality tyre, but unfortunately, most motorists don’t realise what they’re really compromising on,” he added. 

The Bridgestone Potenza Adrenalin is the third major launch for Bridgestone Australia & New Zealand in as many years, joining the 4x4 focussed Dueler AT 002, and its most advanced touring tyre to date, Turanza 6. Globally, Bridgestone invests more than $1 billion (AUD) into product research, design and development, which underpins the proven difference quality.

Local benchmark testing of Turanza 6 conducted by Bridgestone Australia at Tailem Bend, highlights the benefits of a premium product. In the key 70km/h to 0 braking test, Turanza 6 outperformed a popular budget tyre by 3m in the dry, and 3.5m in the wet – with the budget tyre coming to a stop half a car length later than the Turanza 6.

Similarly, testing ahead of the launch of Potenza Adrenalin RE005 highlighted a significant performance difference to even a mid-tier competitor – with a 2-metre difference in the 70km/h to 0 braking test, and 1.5 metres in the same dry braking test.

It’s not only in outright performance that premium tyres like Bridgestone add value. By using the latest and most advanced compounds and construction methods, Bridgestone continues to improve its rolling resistance coefficient (RRC) and reduce the weight of its tyres. In turn, this contributes to less energy consumption, translating to lower fuel consumption or extended range for electric vehicles. 

Potenza Adrenalin RE005 is a key example of this, with a 25% improvement to its rolling resistance coefficient (RRC)*1 over its predecessor, RE003, as well as longer wear life.

Another advantage premium products provide is durability and wear life. In real-world wear life testing conducted by Bridgestone’s local Technical Field Services, comparing a budget product and Turanza Serenity Plus, the premium tyre boasted a projected life more 39% superior to the projected life of the budget product. 

“The budget product might be a fair bit cheaper, but it needs replacing much sooner and is also likely to cost more throughout its life in additional fuel from it being a less efficient tyre – and that’s before you factor in the safety element. In the longer term, you’re worse off in multiple ways,” Mr Sodano added. 

For each product brought to Australian & New Zealand roads, Bridgestone is clear on the value that it delivers to consumers and how it complements the extensive portfolio of tyres for cars, SUVs and 4x4s. 

General Manager, Marketing for Bridgestone Australia & New Zealand, David Honner, outlined that the value comes from choosing tyres fit for purpose.

“The first question motorists need to ask themselves is how they use their car, because that narrows down the question of ‘what is the best tyre for me?’” Mr Honner said. 

“The Ecopia range is engineered to support fuel saving, especially for motorists who are making longer trips, while the Turanza touring range and its new flagship Turanza 6 is centred around peace of mind, and a quiet, comfortable ride.

“Potenza and Dueler ranges are specifically about their application, but the same principles remain. A premium tyre will still perform where it matters most and in the long run, a quality tyre will provide greater value than a cheaper equivalent. It’s all about a cost versus value approach.” 

Bridgestone is also the market leader to the Australian & New Zealand trucking industry, with the majority of major trucking fleets fitted with Bridgestone tyres. Mr Sodano says this is because large fleets actively evaluate their total cost of ownership, rather than focussing on just tyre price.

“This is an area where major trucking fleets and businesses excel. They don’t just look at the purchase price of their tyres, they are looking at the holistic running costs over the life of their tyres and making informed decisions based on the value it gives them over fuel use, wear life and efficiency,” Mr Sodano commented.  

“If more motorists applied this same value driven mindset, Australian and New Zealand roads would be safer, more efficient and economical,” he said. 

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*1 Notes on Testing Conditions: RRC improvement refers to internal measurements based on EU labeling reference values for tire grade categories A (6.5), B (7.7), C (9.0), E (10.5), and F (12.0) for size 225/40R18.

About Bridgestone Australia & New Zealand: 

Bridgestone Australia & New Zealand offers a range of services and solutions to all segments of the Australian market to deliver social value and customer value. Bridgestone’s extensive range of quality tyres is complemented by the provision of mechanical and fleet services through the company’s nationwide retail network of Bridgestone Select, Bridgestone Service Centres and Bridgestone Tyre Centres, mobile service provider Lube Mobile, and the manufacturing and sale of quality retreads through Bandag Pty Limited. Bridgestone offers a diverse product portfolio of premium tyres and advanced solutions backed by innovative technologies, improving the way people around the world move, live, work and play.

About Bridgestone Corporation: 

Bridgestone is a global leader in tires and rubber building on its expertise to provide solutions for safe and sustainable mobility. Headquartered in Tokyo, the company employs approximately 130,000 people globally and conducts business in more than 150 countries and territories worldwide. Bridgestone offers a diverse product portfolio of premium tires and advanced solutions backed by innovative technologies, improving the way people around the world move, live, work and play.