Last April Bridgestone launched a new range of fuel-efficient tyres called Ecopia. Bridgestone claimed that the tyres could reduce rolling resistance by 30 percent. Although the tyres attract a price premium of some 20 percent over comparable competition, sales on the domestic market have encouraged Bridgestone to offer the tyres on a world-wide basis.
The main competition for Bridgestone’s “eco-tyres” will come from Michelin’s Energy Saver range, which was launched globally in early 2008. The Bridgestone tyre increases fuel economy by about five percent. The Michelin tyres are promoted as reducing fuel consumption by 0.2 litres per 100 kilometres driven.