NASHVILLE, Tenn. — Bridgestone Americas Inc.'s Firestone Industrial Products Co. L.L.C. is returning to its roots by renaming the air-springs business unit "Firestone Airide," tapping into the business' original Airide product launched eight-plus decades ago.
"Bridgestone continues to accelerate its journey toward a sustainable solutions company, and Firestone Airide plays a critical role as an enabler of new mobility," Firestone Airide President Justin Monaghan said.
"We are excited to launch our rebrand, not only as a fitting evolution of our company, but as a testament to the legacy and value of the Airide name."
Bridgestone claims Nashville-based Firstone Airide is one of the world's largest suppliers of air springs and air-spring products and continues to look toward assisting its partners in the electric-vehicle market.
The Airide brand also "captures the breadth, depth and innovation across (automotive, heavy duty commercial and off-highway) all business channels," according to Firestone.
Firestone Airide will replace Firestone Industrial Products as the name for its air-springs products. The name pays homage to the world's first air spring, the Airide, which was introduced by Firestone in August 1938.
Firestone's air spring products also have a major application presence in heavy construction and mining equipment, and industrial applications such as conveyor systems.
The company maintains a significant aftermarket share with its Ride-Rite air-helper springs, now rebranded as "Airide Assist."
"Several rebranding options were developed and carefully considered as the successor of Industrial Products," the company said. "Airide resonated as both representative of Firestone's legacy and the feeling the technology invokes, either in terms of isolation from vibrations, or leveling, or both."
Firestone Airide has manufacturing in Sao Paulo, Brazil; Turrialba, Costa Rica; Beijing, China; Wolsztyn, Poland; and Dysersburg, Tenn., with research and development facilities in the U.S. and the Netherlands.
Firestone said the new logo for Firestone Airide is intended to preserve the company's heritage while offering a futuristic look.