At the European Bandag Dealer meeting held on 20 April, Bridgestone announced the EMEA roll-out of a newly revitalised brand image for the Bandag brand together with the launch of a new global campaign called “Built for Better”, which aims unite the Bandag brand globally and position retreads as an innovative, sustainable business solution for fleet customers of any size. The announcement of the new brand profile coincides with Bandag’s 60th anniversary and the 10th anniversary as part of the Bridgestone Group.
“We continue to invest in the Bandag business to further strengthen our performance, from next generation compounds and innovative designs that leverage the latest Bridgestone technology to comprehensive tailor-made fleet solution packages,” commented Riccardo Cichi, Chief Sales Officer, Bridgestone EMEA. “This is all about quality, performance and our guarantees. Our retreads offer fleets the opportunity to maximise tyre performance and drive cost savings. We believe retreads are simply the smartest choice.”
The Built for Better campaign aims to be seen as a powerful expression of the global strength of Bandag. “Every brand comes with a promise, and our promise to the market with Bandag is Built for Better,” continued Cichi, “But that does not just mean our retreads, it extends to our full offering of solutions and services provided by our Bridgestone Partner Network.
“Across Europe, Bandag can count on a strong network of more than 100 independent franchise dealers, this means there is a Bandag professional close to any fleet customer. We have invested heavily in our production and manufacturing technologies as well as our casing and production management system (BASys) to ensure end-to-end visibility with guaranteed reductions in Total Cost of Ownership (TCO),” he added.