Bridgestone were at the Geneva Motor Show this year, with three distinct zones on the stand to show the direction of product development: reliable, ecological and innovative tyres.

Do tyres have to be black? Not anymore. Bridgestone’s new Tyre Printing Technology shows how tyres can be coloured and customized to drivers’ tastes … thanks to Bridgestone’s revolutionary new tyre printing process. Another look into the future reveals Bridgestone’s “airless” tyre concept, where a system of spokes in a more ecological tyre supports the vehicle.

Another star of the stand was the brand-new Bridgestone Turanza T001 premium touring tyre. Its new technologies provide increased safety, comfort and environmental performance; a special wet display demonstrates T001 safety in the wet.

On display were two of the latest members of Bridgestone’s large winter family that covers all types of European winter conditions: Blizzak LM-32 for central European winters and Blizzak LM-80 for SUVs and CUVs. Nearby are Bridgestone’s Run-Flat Technology modules which demonstrate to visitors how this safety technology can “save your day”.

Bridgestone also presented its latest Ecopia developments, including the updated Ecopia EP150 tyre. The popular “bicycle” demonstrator again showed visitors how low rolling resistance makes transport easier.

On the front of the stand Bridgestone displayed some of its latest innovative developments and dreams for the future. The BMW i concept tyre, a 100% Bridgestone Original Equipment fitment developed exclusively for the new BMW Born Electric vehicle, displayed as is the new Bridgestone CAIS (Contact Area Information Sensing) system, which detects changes in the road surface for added safety and comfort.

Other products on display include Bridgestone Potenza S001 RFT, adding extra safety to high-performance, and the new Bridgestone Adrenalin RE002 – the pure sports tyre.