Detroit-area tire dealers got a hands-on look July 17 at various Bridgestone/Firestone tires at a ride-and-drive event that compared the tires' performance to that of competitors' products.
Representatives from 27 Michigan dealerships participated, including Michigan Tire & Wheel of Crystal, Mich., and Tire Wholesalers Inc. of Troy, Mich.
The idea of the event, BFS said, is to educate dealers so they can pass on the information to consumers about the latest BFS tire technology and performance attributes.
``They can witness it,'' a spokeswoman for the tire maker said of the company's technology.
BFS said the ongoing program will seek other dealers in about 20 markets a year. The next event is scheduled for Sept. 11-12 in San Francisco.