By Denna Bowman
Bridgestone Europe has released its latest environmental report, entitled Environmental Commitment and Performance.
The Japanese tyres manufacturer’s publication features information relating to the upcoming tyre labeling legislation, Bridgestone’s new eco-friendly Ecopia tyre range and environment-related company activities in the community.
The main body of the new report, which updates the 2009 version, presents the environmental impact of Bridgestone products and manufacturing processes following the scheme of a Life Cycle Assessment (LCA). This evaluation technique looks at the total environmental impact of the product from cradle to grave – from raw materials selection, manufacturing and product use through to re-use, recycling or end-of-life disposal.
A new chapter deals with the forthcoming legislation for tyre labelling, aimed at promoting
fuel-efficient and safe tyres with low noise levels. Bridgestone details the steps it is taking to meet this requirement, which will be mandatory from 2012, and focuses on its new range of low-rolling-resistance Ecopia car tyres introduced in Europe in 2009 and Ecopia truck tyres unveiled at the IAA 2010.
The report also highlights Bridgestone Europe’s activities aimed at educating the public about tyre care and its ecological impact. It explains how maintaining tyres properly and at the correct inflation pressure reduces both fuel consumption and carbon emissions.
This was also one of the objectives of the global “Think Before You Drive” campaign – a joint initiative between Bridgestone and the FIA Foundation (Fédération Internationale de l’Automobile) – which aimed to improve road safety by promoting more responsible driving habits and car maintenance, including tyre care.
The ecological impact of poor tyre care is powerfully illustrated in the report by the results obtained from more than 30,000 safety tyre checks undertaken by Bridgestone for motorists across Europe every year.
The new brochure has been re-designed to make it easy to read for all stakeholders, from high-street customers and academics to shareholders and public authorities. The complex subject is made simple through clear content structure, light text and a dynamic visual design. The publication, in English, is also available on the Bridgestone Europe website.