Bridgestone/Firestone pushes Bridgestone brand

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Bridgestone/Firestone Inc. (BFS) will be pushing its Bridgestone brand harder than ever in the aftermath of the Firestone recall.

At a recent press conference in Phoenix, Ariz., BFS unveiled its first-ever Bridgestone entry into the broad-line, value-oriented segment of the U.S. market usually reserved for the Firestone brand. Two new performance tires, including a new flag brand, also were introduced.

All three products will be promoted under the company's new marketing slogan, "The Distinction is Bridgestone," which BFS officials say will last for several years.

BFS will add more than 40 new sizes to its Bridgestone brand passenger and light truck tire lines in 2001. At least 40 new sizes will be added to its Dayton tire associate brand line.

In contrast, fewer than five new Firestone sizes will be introduced over the course of the year.

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