NASHVILLE, Tenn. — Bridgestone Americas Inc. is planning to use its presence at the 2023 Consumer Electronics Show, which runs Jan. 5-8 in Las Vegas, as a platform to showcase its "comprehensive vision" for sustainable mobility.
Bridgestone said its presence at CES 2023 serves as a demonstration of the company's E8 Commitment to becoming a "sustainable solutions" enterprise.
At CES, Bridgestone will demonstrate its vision of end-to-end tire ownership and vehicle management experience with a goal of carbon-neutral transportation by focusing on three key themes:
- Renewable natural rubber and tire recycling: Guayule is a form of natural rubber that is derived from desert shrubs in the arid regions of the U.S. and Mexico, and Bridgestone is co-developing tire-recycling technologies as part of its "Evertire" initiative.
- "Smart Corner" digitally connected tires and air springs for electric vehicles (EVs): Vehicle performance, efficiency, safety and comfort are enhanced through sensor-enabled tires and air springs.
- Digital concierge for personal and fleet vehicle management: Vehicle owners and operators are empowered with online, concierge-style vehicle management tools to service their vehicles on their terms.
Delivering sustainable mobility requires a company consider each stage of the tire and rubber product's life, Bridgestone said, from manufacturing and ownership to maintenance and end-of-life material circularity in order to arrive at the most responsible processes and tools for each step.
Bridgestone is on record as having committed to increasing the use of recycled and renewable materials to 40% of its resources by 2030 and 100% by 2050.
Exhibiting at CES will allow Bridgestone the opportunity to showcase several key elements of its aim for a sustainable and circular tire economy.
Among these elements is Bridgestone's "Evertire" initiative, a multi-layered approach to recycling of tires at the end of their useful life to create new tires.
Through this global effort, the company is working with partners to develop tire recycling technologies, such as the bioprocessing of end-of-life tires through a fermentation process. The materials resulting from this process are fit for re-use in the manufacturing of new tires.
Bridgestone's E8 Commitment encompasses eight corporate values starting with the letter "E" — energy, ecology, efficiency, extension, economy, emotion, ease and empowerment — to realize a sustainable society.
Bridgestone's exhibit is booth 5867 in the West Hall of the Las Vegas Convention Center.
The Consumer Technology Association, which stages the annual trade show, calls CES the "most influential" tech event in the world and a proving ground for breakthrough technologies and global innovators.
