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Japanese tag team: Bridgestone + Toyo

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Bridgestone Retail Operations LLC (BSRO) plans to add two Toyo tire lines to the available product offering at nearly 1,700 of the company’s Firestone Complete Auto Care locations across the United States.

The Toyo Extensa A/S and Extensa HP lines will provide 62 additional tire sizes, and will be available in Firestone tire and automotive service centers beginning in early October 2015. According to Bridgestone, they will complement the store network’s lineup of Firestone- and Bridgestone-branded product offerings.

The addition of the Toyo lines reflects Bridgestone's continuing efforts to provide "best-in-class products and service" to its 22 million annual customers.

“Every day, in every store, our goal is to exceed our customers’ expectations," says Stu Crum, BSRO president. "That means having an extensive selection of the highest-quality tire and service offerings and the most outstanding service available.

"Toyo is a great fit for us and the diverse set of customers we serve. Providing them with the best variety and value is a focus for us, so when we made the decision to extend our product line, Toyo was the logical choice for a supplier. We know their products and service meet our high standards and offer a solid value for consumers, and their operational model is one that is aligned with our own.”

The product introductions will be supported by a comprehensive marketing and promotions program along with employee training and education.

“To have Toyo tires available in one of the largest tire and automotive service retail chains in the country is a significant milestone for our company as we take major steps to grow our business and our brand awareness,” adds Roy Bromfield, chief operating officer for Toyo Tire U.S.A. Corp.

Bridgestone Retail Operations operates the largest network of company-owned automotive service providers in the world — more than 2,200 tire and vehicle service centers across the U.S. — under the following banners: Firestone Complete Auto Care, Tires Plus, Hibdon Tires Plus, Michel Tires Plus and Wheel Works. Credit First National Association and Firestone Complete Fleet Care operations are also part of BSRO.

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