The Future of Firestone Tires
Introduction
Founded in 1900 by Harvey Firestone in Akron, Ohio, Firestone Tires has long been synonymous with innovation and reliability in the automotive world. From supplying tires to Henry Ford's early Model T to becoming a staple in racing circuits like IndyCar, the brand has evolved significantly over its 125-year history. Today, as part of Bridgestone Americas—a subsidiary of the global giant Bridgestone Corporation—Firestone continues to offer a diverse lineup of tires for cars, trucks, SUVs, and more, including all-terrain options like the Destination X/T and performance-driven models like the Firehawk AS V2. But as we look ahead to 2035, the tire industry is on the cusp of transformative changes driven by electrification, sustainability, and smart technologies. Where will Firestone be in this evolving landscape?
Current Landscape and Bridgestone's Influence
Firestone's trajectory is inextricably linked to its parent company, Bridgestone, which acquired the brand in 1988. Bridgestone has positioned itself as a leader in sustainable mobility solutions, with ambitious goals that will shape Firestone's offerings. In 2022, Bridgestone unveiled its "2030 Long Term Strategic Aspiration," a roadmap guiding the company toward its 100th anniversary in 2031 and beyond. This strategy emphasizes shifting from traditional "produce and sell" models to circular economies, where tires are renewed into raw materials, reducing waste and environmental impact.
Environmentally, Bridgestone aims to slash CO2 emissions by more than 50% from 2011 levels by 2026 and achieve a recycled and renewable materials ratio of at least 39% in its products. These initiatives align with Firestone's current focus on durable, performance-oriented tires while incorporating eco-friendly elements. Recent celebrations of Firestone's 125th anniversary, including digital activations tied to IndyCar racing, highlight the brand's commitment to blending heritage with modern innovation.
Key Industry Trends Shaping the Next Decade
The tire sector is projected to undergo rapid growth and innovation by 2035, influenced by several megatrends:
- Electrification and EVs: With electric vehicles (EVs) expected to dominate roadways, tires must adapt to higher torque, heavier batteries, and longer ranges. Bridgestone is already a key player in the EV tire market, developing specialized products that reduce rolling resistance and noise while enhancing grip. By 2035, the global advanced tires market—encompassing EV-compatible designs—is forecasted to reach USD 4.6 billion, growing at an 8.8% CAGR from 2025. In the U.S., this segment could hit USD 56.42 billion.
- Sustainability and Green Tires: Environmental regulations and consumer demand are pushing for "green" tires made from renewable materials. The green tire market is set to expand from USD 38.2 billion in 2025 to USD 89.7 billion by 2035, at a 8.9% CAGR. Future tires may incorporate more bio-based rubbers, recycled plastics, and even sensors for real-time monitoring, while maintaining a classic black, round shape.
- Autonomous and Smart Vehicles: As self-driving cars become mainstream, tires will integrate with vehicle systems for better safety and efficiency. Innovations like airless tires—projected to grow to USD 8.5 billion by 2035—could eliminate punctures and reduce maintenance. Bridgestone identifies six key agents of change, including digitalization and advanced materials, that will redefine the industry. For fleets, especially in off-road and trucking, OTR (off-the-road) tires are expected to reach USD 5.58 billion globally by 2032.
- All-Weather and Specialized Segments: Rising SUV adoption and climate variability are boosting demand for all-weather tires, with the market emphasizing year-round safety and advanced tech. Pneumatic tires, including radials, are projected to grow at a 4.6% CAGR through 2032.