Bridgestone kicks off national campaign to educate market regarding retreading

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Updated May 15, 2019

Bridgestone Announces Marketing CampaignIt’s roadshow time for Bridgestone Americas.

The company announced Tuesday at ATA’s Technology & Maintenance Council (TMC) Annual Meeting in Atlanta the kickoff of a 2019 industry-wide campaign to educate the trucking community about the advantages of retread tires.

Dubbed the ‘Fleets We Depend On’ campaign, LaTres Jarrett, director of marketing, Bandag, U.S. and Canada, Bridgestone, says the initiative will focus on a number of fleets from throughout North America that rely on retreads in their everyday options. Jarrett says these fleets, which include school districts, fire departments, first responders and grocery haulers, represent some of the most important operations in North America. She says if those fleets believe in retreading, then any fleet should support the technology.

Eric Higgs, president, truck, bus and retread tires, U.S. and Canada, Bridgestone, adds, “While most large fleets already use retreads, we recognized a real opportunity to better inform small- and mid-sized fleets on the benefits that choosing Bandag can bring to their businesses. We are on a mission to showcase how retreads add value to a comprehensive tire management program.”

Jarrett says the Fleets We Depend On campaign will include a 27-stop roadshow across the U.S. and Canada, as well as a new Fleets We Depend On Award, presented by Bandag. The latter serving as a platform to recognize fleets who keep the country moving and make an impact in their local communities.

“The fleets that we depend on every day are the ones who keep our communities up and running safely and efficiently,” she says. “Without them, our children wouldn’t get to school, and our communities wouldn’t be protected. We created the Fleets We Depend On award to shine a spotlight on those who make our communities better, safer places to live, work and play – all while relying on retreads to get the job done.”

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