Bridgestone will showcase its comprehensive vision for sustainable mobility at the 2023 Consumer Electronics Show in Las Vegas from January 5-8. The company’s presence at CES 2023 is centered around three key themes:
- Renewable natural rubber and tire recycling: Guayule is a domestically sourced natural rubber that is derived from desert shrubs in the arid regions of the U.S. and Mexico, and Bridgestone is co-developing tire recycling technologies as part of its EVERTIRE INITIATIVE.
- “Smart Corner” digitally connected tires and air springs for EVs: Vehicle performance, efficiency, safety and comfort are enhanced through sensor-enabled tires and air springs.
- Digital concierge for personal and fleet vehicle management: Vehicle owners and operators are empowered with online, concierge-style vehicle management tools to service their vehicles on their terms.
The delivery of sustainable mobility requires each stage of the tire and rubber product’s life—from manufacturing and ownership to maintenance and end-of-life material circularity—to consider the most responsible processes and tools for each step. At CES, Bridgestone will demonstrate its vision of end-to-end tire ownership and vehicle management experience with the ultimate goal of carbon-neutral transportation in the future.
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Making a More Sustainable Tire
Bridgestone has committed to the target of increasing the use of recycled and renewable materials to 40 percent of its resources by 2030 and achieving the goal of using 100 percent sustainable materials by 2050. At CES, the company will showcase several key elements of its aim for a sustainable and circular tire economy.
A renewable alternative source of natural rubber, guayule, produces natural rubber with properties equal to that derived from hevea. Guayule is a desert shrub native to arid regions of the U.S. and Mexico and requires 40% less water than crops such as alfalfa and cotton, grown today in the American southwest. The company has invested more than $100 million in the development and commercialization of guayule-derived natural rubber and currently operates a 281-acre research farm, a bio-processing pilot plant and several grower partnerships with local farmers and Native American tribes. Bridgestone is working to educate local growers on climate-smart farming techniques and irrigation to help them adapt to the current hardships caused by the environmental changes, with the aim of planting more than 25,000 acres of guayule before the end of the decade.
SOURCE: PR Newswire