• Bridgestone’s iconic all-terrain tyre hits 4 million tyre sales in Australia. 

• JAX Tyres & Auto in Orange, NSW fits the milestone tyre to Ford Ranger. 

• Dueler A/T 697 continues to be renowned for its durability, wear life and comfortable ride on any terrain. 

ORANGE, New South Wales (25 February 2025) – Bridgestone’s flagship 4x4 tyre, Dueler A/T 697 has further cemented its iconic status with the 4 millionth tyre sold – further highlighting the durability of the product and its nationwide reputation.  

The milestone tyre was sold and fitted at JAX Tyres & Auto Orange as part of a set of Dueler A/T 697s fitted to Mitch King’s Ford Ranger, who chose the pattern because of past experience and the balance of its off-road and on-road road characteristics.

“It’s a bit insane to have the four-millionth tyre! It’s a great, versatile tyre. It’s capable off-road, its quiet and comfortable on road. It does everything you want it to do,” Mr King said. 

This is the second set of Dueler A/T 697s that have been fitted to his Ranger, having bought the car with a set fitted. After experimenting with a mud-terrain product, Mr King came back to the flagship Bridgestone all-terrain tyre because it better suited his lifestyle. 

“I do a bit of everything in my car, so I needed a versatile tyre. I travel from Sydney to Orange regularly, so there is a fair bit of highway driving and the 697 is quiet and comfortable. 

“I also love to go on camping trips out west or on some of the iconic local tracks like the Bridle Track, and the tyre gets you where you want to go. It’s just a great, solid, reliable tyre.” 

JAX Tyres & Auto Orange is part of extensive nationwide network of tyre of reputable retailers who trust Bridgestone for their loyal customer base. Franchisee and manager, Ben Antoney, continues to recommend the Dueler A/T 697 because of its value for money, superior puncture resistance, extended wear life, and quiet comfortable ride on any terrain.

“Bridgestone plays a vital role in our store, providing customers with reliable, durable, and safe tyres across a diverse range. Whether it’s performance, pricing, or mileage, their products are designed to meet every need,” Mr Antoney explained. 

“To play a role in their milestone sale of the 4 millionth Dueler A/T 697 … WOOOAH! Impressive right!?” he added. 

The Bridgestone Dueler A/T 697 was launched in 2012 as the successor the hugely successful Dueler A/T 694. It reset industry benchmark for puncture resistance, and ever since has continued to build a reputation for its durability, wear life and reset the industry benchmark for puncture resistance.

Today, the Dueler A/T 697 continues to meet the needs of the market and is available exclusively in Light Truck (LT) construction following the recent introduction of the passenger construction Dueler A/T 002 tyre.  

According to Bridgestone Australia’s Sales Director, Claudio Sodano, the 4 millionth Dueler A/T 697 sale highlights the trust the Australian 4x4 community has in Bridgestone’s products. 

“This is an incredible milestone for Bridgestone’s range of Dueler 4x4 tyres and demonstrates the strength and durability of Bridgestone 4X4 products,” Mr Sodano said. 

“Dueler A/T 697 has always been an impressive product, loved by repeat customers who have achieved up to 70, 80, or even 90 thousand kilometres on a set, and enjoying the versatility and comfort that it provides. 

“It’s a highly competitive product that continues to prove itself as a durable, rugged, reliable and safe tyre that performs both on and off-road time and time again,” he added. 

Bridgestone has always prioritised safety in the development of all products, including the Dueler 4x4 and SUV range. This is why Dueler A/T 697 has such strong credentials in its on-road performance.

Bridgestone Australia & New Zealand Managing Director, Heath Barclay, says the milestone reflects the Dueler range’s longstanding name that the A/T 697 continues to build on. 

“Bridgestone Dueler A/T 697’s legacy is built on durability, versatility, quality and wear life, and we’ve got thousands upon thousands of customers as advocates for the product,” he said.  

“This is a tyre that has become an icon in Australia. It continues to be a trusted choice for 4x4 owners of all ages, and consistently proves that its tough enough to get you back,” Mr Barclay added. 

Bridgestone Dueler A/T 697 is sold through all reputable tyre retailers throughout Australia, including the national network of Bridgestone Select Tyre & Auto locations and Bridgestone Service Centres.