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Firestone Tires Back in PH Market

World-renowned tire brand Firestone has risen from the ashes as it returns nearly two decades after it was introduced by the same company that brought it here.

Philippine Allied Enterprises Corporation (PAEC), the official distributor of Bridgestone in the Philippines, has recently reintroduced the brand, expressing firm belief that it is high time to bring back the tire brand aimed to cater to the local compact car segment.


In a statement, PAEC Assistant Vice President for Sales Steven Tagle was quoted saying, “We’re excited to bring the iconic Firestone back. 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.”

In an interview during the launch of the brand, Tagle said that they decided to bring back Firestone as they believe that the market is ready for its
second coming to the local market.

Tagle cited that the Philippine tire market now is filled with affordable tires, “making it the best time to bring it back.”

“Some six years ago, Firestone tires have become quite expensive,” Tagle told CARMUDI PHILIPPINES, adding that since they import the product from Japan, the price peg is at P2,500-P3,000 each tire. “Now that Firestone moved their manufacturing plant in Thailand, we can now compete with lower-priced market.”



A subsidiary of Bridgestone since 1988, Firestone is eyeing to make its mark in the small car category with the Firestone FS100 touring tire.

The initial offering for the resurgence of the brand, the Firestone FS100 was developed to give motorists well-balanced performance through a sophisticated tread design along with a compound that provides good grip in both wet and dry road conditions. For safe wet braking, the tire features wide main grooves and highly-slanted diagonal slits that disperse water while minimizing tire deformation.

According to its official release, the same technology for Firestone’s racing line is applied to the FS100’s sidewall’s construction, which has been reinforced to provide superior stability with better protection against sidewall cuts.

Every little detail of the FS100 has been engineered for precision driving, making every ride smooth and easy, and safe and comfortable for small cars.

Asked about the pricing of the tires, Tagle revealed to CARMUDI PHILIPPINES that the price for every Firestone tire would reflect a minimum of 30 percent lower than a comparable Bridgestone tire.

Further, Tagle expressed optimism that the Firestone brand is back for good. “Hopefully it is here to stay. We don’t want to kill it the second time around,” he quipped.

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