Firestone brand revives 'Champion' name

NASHVILLE, Tenn. (April 7, 2016) — Bridgestone Americas L.L.C. has revived a classic Firestone name from the past.

The tire maker has decided to use “Champion” for a new line of fuel-efficient tires designed for cars and minivans.

Launched originally in the 1930s, the Champion name represents a “legacy of trusted performance” for the Firestone brand, Nashville-based Bridgestone said.

The former Firestone Tire & Rubber Co. — which Bridgestone Corp. acquired — also used the Deluxe Champion name for race tires in 1940s and '50s, Bridgestone said. This latest revival coincides with the 100th running of the Indianapolis 500 Mile race this May, for which Firestone is the official tire and race tire supplier.

The 2016 version, the Firestone Champion with Fuel Fighter technology, is an all-season radial backed by a 70,000-mile limited treadwear warranty and engineered to deliver a 30-percent reduction in rolling resistance vs. the Affinity  and Precision  touring tires it's replacing in the Firestone brand lineup.

“Drivers today want to get the most out of their vehicle, and that starts with buying the right set of tires,” said Philip Dobbs, chief marketing officer for Bridgestone Americas Tire Operations.

The Champion, which is backed by a 30-day “Buy & Try Guarantee,”  is being rolled out in the U.S. and Canada in 48 sizes, in 14- to 18-inch rim diameters, starting at 185/60R14 and running up to 235/55R18.