While Bridgestone ag tires are a widely known brand in Europe, their presence in the U.S. has largely taken a back seat to sister brand Firestone.

Company officials are trying to change that with the launch of three Bridgestone ag tire lines aimed at dairy and custom applicators.

“It’s exciting to introduce the Bridgestone brand. This is something we’re quite proud of,” said Tony Orlando, president of the Bridgestone integrated agricultural tire business, at Farm Progress Show.

The launch includes 41 different tire sizes in three different lines: the VT, the VX and the VX-R.

Six tire sizes will be in the VT line, available in 30 to 34 inches front, 38 to 42 inches back, for high-horsepower tractors with a 23-pounds-per-square-inch rating.

Twenty-seven tire sizes will be available in the VX line, available in 28 to 34 inches front and 38 to 42 inches back, with a 35-psi rating. The company claims the VX tires have 20% more lug volume than competitors and are engineered for farms that require more roading.

Eight tire sizes will be available in the VX-R line, which are designed with a wider tread pattern and made specifically for tractors of 135 hp or less. They will be available in 24-inch front, and 30- and 34-inch rear sizes with a psi rating of 23.

All tire lines are for tractors only and are after-market replacements. They can be ordered at certified Firestone Ag dealers.

Bigger focus on Bridgestone

Orlando said the tire launch is the first major initiative since the consolidation of Bridgestone’s tire ag divisions — U.S., Latin America and Europe — into one integrated tire business in January 2023.

The tires themselves aren’t new. They’ve been available in Europe since 2014 with the launch of the VT line. The VX was launched in 2018, and the VX-R launched last year.

The tires are popular in Europe, Orlando said, because the size of farms there necessitates more travel on roads. As this is becoming a trend in the U.S., it could open a new market for sales here.

“The reason why we think it’s going to work really well is it reduces the amount of wear that happens on the tire,” he said. 

Bill Durivage, senior ag product strategy manager for Bridgestone, said the tires are D- and E-rated — D meaning they can travel up to 40 mph, E up to 43 mph — and will come with a 10-year warranty.

They are also engineered with the company’s patented involute lug design. As the lug encounters the soil, it increases the amount of area in contact with the soil. As it leaves the soil, rather than kicking the dirt as it pulls out, it lifts straight out. Durivage said this results in less drag and rolling resistance on the lug, leading to improved traction and minimal soil disturbance.

“The Firestone brand is still going to be the bread and butter of our business,” he said. “It works very, very well. But some customers need more, and Bridgestone will allow us to deliver that.”

Downtime for innovation

Orlando said the company is planning to launch a new portfolio of tires next year in what he hopes is a better ag economy.

Earlier this summer, the company announced a layoff at its Des Moines, Iowa, plant — the first layoff at this plant since 1990. Michelin also recently announced layoffs at its plant in Emporia, Kan., formerly owned by Camso, citing evolving market conditions.

“It’s a very challenging market right now,” Orlando said. “OEMs are in a down cycle right now as old equipment in the field has been renewed. Farmers were making great income, and it was time for them to replenish their old machines with new ones. But that time has passed. And combined with net farm income forecasted to be down 25% compared to last year, and 40% compared to two years ago, it’s a struggle right now.”

With the presidential election wrapping up, and another year of aged equipment that will likely need to be replaced, Orlando said he expects 2025 to be a better year economically. But that will hinge on crop prices and yields.

“If we don’t get an improvement in 2025, at least it won’t get worse than ’24,” he said. “Certainly by the end of ’25 … we should see an uptick.”