When driving, rarely do we think about what part of the vehicle is actually keeping us on the road. For one, it’s not the thoroughly washed and waxed body, or even your immaculately clean chrome rims that turn heads while rolling down the boulevard. Here is a hint: we only consider them in times of duress when a simple nail or screw changes your day’s entire schedule. Or when we take our car in for a front-end alignment and the technician points out how badly worn they are and the consequential dangers of continuing to drive on them. It is at this point that we need to picture ourselves taking a highway on-ramp at 50-mph with insufficient tread and tire integrity; while realizing that life rests solely on the four contact patches that our tires create between the vehicle and the road.

For their part, Bridgestone has introduced its “Ultimate Network of Intelligent Tire Technology” (UNI-T). UNI-T was developed and introduced as a combination of technologies to improve the tires’ casing, bead and tread. These three primary factors correlate directly to performance, wet and dry handling and of course safety. Tires with UNI-T have a special O-Bead® that eliminates overlapped joints in the bead assembly, improving the way a tire interacts with the rim, and providing a rounder assembly for improved stability.

The use of L.L. Carbon®, or Long Link Carbon, an advanced form of carbon black, produces a stronger tire, better able to resist cracking, chipping, tearing and excessive wear

To go along with fresh products such as the ultra-high performance Potenza RE050, high performance Potenza G 009, and passenger oriented Insignia SE200, Bridgestone has hit the streets with an all-new brand of tire called Fuzion. Their latest Fuzion ZR1 line targets young driving enthusiasts and the burgeoning “tuner market.”

“We are very excited about the new Fuzion brand of tires,” said Phil Pacsi, executive director, North American Consumer Tire Brand Marketing, BFNT. “This is our first tire designed specifically to appeal to the tuner market segment.”

Fuzion tires, available in W, V and H-speed ratings, are now available for purchase. The program is backed with a marketing campaign that includes a website (www.thefuzionzone.com) and an interactive online racing game to help reel in the fastest growing segment in the performance tire market. The tires are priced affordably and available in over thirty sizes.

Fuzion has also equipped two project vehicles, a Honda Civic Si and Subaru STi to assist in its branding of the products. These two lime green, Hulk-like creations can be seen across the country at various product launches and automotive lifestyle shows including Hyperfest in Baltimore and NOPI in Atlanta.

Bridgestone Corporation, the largest tire and rubber company in the world, along with its subsidiary Firestone, promises that the evolution of its tires and UNI-T are an ongoing quest for excellence and that Bridgestone/Firestone will be at the forefront of technology in the industry. This remains to be seen, but after road testing their new products along with a few of their competitors, I was impressed to see Bridgestone/Firestone back on the right track.