Firestone rolls back into the country
NASHVILLE, Tennessee headquartered Firestone is officially back in the Philippines – this time as an affiliate of Bridgestone, Japan’s largest tire manufacturer. The resulting entity is now considered one of the world’s largest in the sector. Firestone has quite a history, as its namesake Harvey Samuel Firestone in 1900 started supplying pneumatic tires for wagons, buggies and other wheeled transportation. He is also credited for his astute marketing vision, and pioneering effort in massproducing tires.
Philippine Allied Enterprises Corporation (PAEC) president and CEO Marc Tagle said in a speech at Firestone’s official local launch that the company’s tires are “engineered for precision driving, and built for a comfortable and safe everyday drive which most of us do on our daily lives.” He asserted it is about “bringing safety on the road even closer to public reach.”
PAEC, the authorized distributor of Bridgestone here, took its time ascertaining the market vis-a-vis Firestone’s portfolio of products before deciding on green-lighting the brand’s entry here. They didn’t want to cannibalize the market or encroach on the price points of Bridgestone.
In an exclusive interview with STAR Motoring, Tagle said the game plan is to secure the B and C segments of the market. As Bridgestone focuses on “high-performance, high- class vehicles,” he observed that “we’re missing a lot in those lower segments. (Firestone) is our chance to get into them.”
The executive explained that PAEC is starting the Firestone onslaught via its FS100 Touring tire – keenly envisioned for compact hatches like the Toyota Yaris, Honda Brio, Honda Jazz, Mitsubishi Mirage, Mazda 2, and Suzuki Swift, and compact sedans like the Toyota Vios, Toyota Corolla, Honda City, Honda Civic, Nissan Sylphy, and Mazda 3. “We want to see first how this is received by the market,” continued Tagle. Of course, these volume sellers promise massive potential.
Aside from smaller cars, PAEC wants to hawk Firestone to truck and bus companies and operators. “Six wheelers, buses – they’re big segments where Bridgestone is losing out to China brands and smuggled tires,” lamented Tagle, who also rued that at one point Bridgestone had cornered 70 percent of that market but eventually lost ground because it was unfairly undercut.
PAEC pulled the trigger on bringing Firestone here because the production cost has gone down following the opening of manufacturing facilities in Thailand and Indonesia. “We see that we can attack China-branded tires now,” Tagle declared, and added that there are already some 50 Chinese tire marques here. “If we don’t seize the chance now, in five years there would probably be 80 brands and it would be harder to penetrate.”
Firestone is also setting its sights on releasing SUV tire products in the near future, which Tagle considers the “biggest market” in the industry. But again, not before a lot of planning. While there is money to be made, it makes sense to draw up a comprehensive strategy first.
The bottom line though is that more people these days are flush with funds. “The spending power of people has increased; it would be a shame not to take advantage. And we’re thinking about the people who are looking to replace their tires and want value for money… As a brand built on quality and dependability, our customers can look forward to affordable tires that will keep them safe and comfortable on the road.”
Authorized Bridgestone dealers nationwide now carry Firestone FS100 touring tires:
NCR: Alpha Performance (Marikina City), FB Ladao (Quezon City), AutoActive (Quezon City), Tire Wizard (Pasig City), Garage Plus (San Juan), MBBCI (Muntinlupa), Gatchalian Tan (Paranaque)
LUZON: Yormine (Rizal), Jocar (Bulacan), Windtunnel (Pampanga, Clark), GNS (Pangasinan, Dagupan), Motorhub (Nueva Ecija), Transworld (Ilocos), LSIT (Batangas), Towerking/Tirestar (Batangas), Serapio (Bicol), Legazpi Tire Depot (Bicol), Alpha One (Cavite), Bethro (Quezon Province)
VISAYAS: Highway Tire Supply (Bacolod City), Buen Viaje Tire Corp. (Iloilo City)
MINDANAO: Le Tires (Koronadal), Le Tires (General Santos City), Mega Wheels Center (Pagadian City), Lomex Car (Iligan City), Echo Wheels Marketing (Butuan City), Mega Ultra Sales (Surigao City).