BMW Oz confirms partnership extension with Bridgestone
CELEBRATING five years of mutual love, Bridgestone and BMW Driving Experience have confirmed they will continue their long-standing partnership, with the Potenza performance range continuing as the exclusive tyre of Australia's BMW Driving Experience track days.
The BMW Driving Experience is one of the longest running manufacturer-run driving programs, with more than 17 years of operation in Australia, and in excess of 40 years on a global level.
Since 2015, Bridgestone has supplied the Australian run BMW Driving Experience with Potenza S001, RE050A, and from last year, the new flagship S007A tyres for track days held at Phillip Island Grand Prix Circuit, Norwell Motorplex and Sydney Motorsport Park, as well as bespoke programs conducted throughout Australia.
Bridgestone Australia and New Zealand Managing Director, Stephen Roche, believes the BMW Driving Experience is an ideal way for customers have a tangible product experience.
"The tyre industry is unique in many ways, but one of the biggest challenges we have is creating opportunities for motorists to physically experience our brand before they purchase our products. It's not like a car or a phone where you can try before you buy," Mr Roche said.
"Partnering with the BMW Driving Experience allows us to showcase the capabilities of our Potenza performance tyre range, with participants able to push our tyres to the limits in a controlled environment. It has proven to be a very valuable partnership over the past four years and we're thrilled to celebrate a fifth year with the BMW Driving Experience in 2019."
More than 75 BMW Driving Experience track days are held annually, with up to 3,000 participants taking part in braking exercises, slalom, skidpan activities and full circuit hot laps.
While the days showcase BMW's performance and M spec models, the activities also highlight the role tyres play in vehicle dynamics and emphasises the relationship between vehicle inputs and traction.
"We are proud to continue our association with Bridgestone," said Tony Sesto, General Manager Marketing, BMW Group Australia.
"For half a decade Bridgestone has supplied its latest Potenza rubber to our Driving Experience fleet. They have proved to be grippy and durable, enabling participants to experience our BMW M and M Performance vehicles to the full.
"The relationship extends onto the road, too. Bridgestone tyres are available on several of our vehicles, including the all new BMW 3 Series sedan range.
"We look forward to continuing this successful partnership," he said.
Since making the switch to Potenza S007A mid-way through last year, BMW has also enjoyed a significant increase in tyre life at the Driving Experience days, as well as across the board improvement in initial response, stability, cornering, wet and dry braking grip levels, as well as overall lap time.
You don't need to own a BMW to take part in their driving experience program. For more information about 2019 BMW Driving Experience dates, please visit the BMW Driving Experience website.