NASHVILLE, Tenn. — Bridgestone Americas Inc. is marking the 60th anniversary of its Bandag retreading business unit with the launch of a global campaign designed to reinvigorate the retread category.
The "Built for Better" campaign "will unite the Bandag brand globally and position retreads as an innovative, sustainable business solution for fleet customers of any size," the company said.
The campaign includes a redesigned Bandag logo and a YouTube video about how Bandag retreading helps improve sustainability.
"We continue to invest in the Bandag business to further strengthen our retread performance — from advanced rubber compounds that leverage the latest Bridgestone technology to advanced siping that improves wear performance," Joseph Saoud, president, truck bus and retreads, Bridgestone Americas Tire Operations, said.
"The quality of Bandag retreads is getting even better at a time when there are more low-quality tire alternatives coming into the market. For fleets looking to maximize tire performance and drive cost savings, retreads are the smartest choice."
Founded in 1957, Bandag Inc. pioneered the commercial truck tire precure retreading process. Bridgestone acquired Bandag in 2006 and today has more than 650 Bandag franchise dealers doing business on six continents. In North America, Bandag franchise dealers operate more than 240 retread plants and 1,700 points of service.
"Bandag is one of the best stories we have to tell at Bridgestone, and we are going to do it in a way that changes the game for the retread industry," Eric Higgs, BATO's vice president of commercial marketing, said.
Producing a Bandag retread requires only seven gallons of oil compared with 22 gallons of oil required to manufacture a new tire, according to Bridgestone. Over its 60 years, Bandag has kept an estimated 300 million tires out of the waste stream and saved up to 4 billion gallons of oil, the company claimed.
"The use of Bandag retreads was a sustainable business practice before sustainability was of worldwide importance, and we continue to raise the bar today," Ben Rosenblum, Bandag director of marketing, BATO, said. "Couple that with the tens of thousands of jobs the retread industry supports in the U.S. and Canada, and it's clear that retreads are the most responsible choice environmentally and economically."