Bridgestone’s tire safety campaign returns to Kingdom

THE Bridgestone’s tire safety and eco station (TSES) roadshow campaign is back in the Kingdom for the third consecutive year. The TSES multipurpose station, set up in the Red Sea Mall, Jeddah, opened last week.
The opening ceremony was attended by Bridgestone MEA representatives, including Deep Rajendran, manager for corporate communications and training at Bridgestone MEA, as well as representatives from Al Talayi Company Ltd., Bridgestone's distributor in the Kingdom - Suliman A. Al-Qassomi, director of sales and marketing, and Almohannad Hafiz, marketing manager.
The results from the survey conducted last year revealed that the level of awareness on the correlation between properly maintained tires and road safety is still very low. The TSES campaign is one of Bridgestone MEA’s core CSR initiatives developed to educate drivers in the region about tire safety,” said Shoichi Sakuma, president of Bridgestone MEA.
In the survey that was conducted during the Bridgestone MEA 2012 TSES roadshow in Saudi Arabia among 391 drivers, it was found that 61 percent of motorists do not check their tires. Of those who practice it, only 40 percent do it at the recommended frequency of once a month or more.
Such survey results present a clear direction to improve road safety and to reduce the number of accidents. Faulty tires are a leading cause of accidents on the roads, particularly during the summer months.
Bridgestone's aim is to help lower the levels of road traffic accidents in the region through education and awareness on proper tire care and maintenance."Some very easy and quick tire monitoring steps can reduce the chances of an accident occurring while driving. Our commitment is to make drivers understand the importance of tire monitoring helping them to develop the habit of regularly checking their tires in order to make roads a safer place for them and their families," Sakuma added.