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BridgestoneBridgestone is reinforcing its commitment to road safety and the next generation of motorists by forging a unique partnership with Young Driver, a UK-based driving school aimed at teaching road safety to young people. This collaboration will allow Bridgestone to reach 320,000 pupils and parents over the next year, emphasizing the crucial role that tyres play in road safety.
The announcement of this collaboration aligns with the UK’s National Tyre Safety Month in October, an initiative organized by TyreSafe, which seeks to raise awareness of tyre safety and maintenance. By joining forces with Young Driver, Bridgestone aims to educate young learners about tyre safety through a range of creative initiatives designed to make a lasting impact.
Young Driver offers approximately 140,000 driving lessons annually to children and teens aged 10 to 17, using a variety of vehicles ranging from Vauxhall Corsas to Porsches. Operating at 70 private venues across the UK, the program provides a responsible learning experience in a safe, controlled environment. Qualified driving instructors conduct lessons in an engaging and enjoyable manner, nurturing the next generation of responsible drivers.
As the exclusive tyre partner of Young Driver, Bridgestone will leverage this collaboration to educate young people about the vital role tyres play in vehicle safety. The focus will be on teaching simple yet essential tyre checks to ensure they are legal and safe. The partnership not only emphasizes road safety education but also integrates fun, interactive ways to make tyre safety a memorable experience for young learners.
Andrea Manenti, Bridgestone’s North Region Vice President, expressed excitement about the partnership, stating, “We’re thrilled to be working with Young Driver, who make such a lasting impression with budding motorists when sitting in the car for the first time. Young Driver makes an invaluable contribution towards road safety by educating pupils at an early age, which aligns perfectly with our mission at Bridgestone.”
He added, “We want to instill the importance of tyre performance and maintenance in young drivers during a period when these messages are likely to stick. This collaboration allows us to do just that.”
The partnership will include a variety of initiatives such as tyre safety giveaways and educational opportunities through interactive quizzes on the official Young Driver app. Additionally, Bridgestone will be involved with the Young Driver Foundation, which collaborates with road safety charities and schools on a not-for-profit basis to promote road safety education.
This collaboration adds momentum to Bridgestone's ongoing 'Become a Bridgestone Road Safety Hero' campaign, which involves conducting free tyre safety checks at various venues throughout the UK. One such event was the British Motor Show in August, where over 800 cars underwent tyre checks. The campaign emphasizes the importance of regular tyre maintenance and includes postcards highlighting that a vehicle's only contact points with the road are its four tyres.
Ian Mulingani, Managing Director at Young Driver, expressed his enthusiasm for the partnership, stating, "We’ve spent the last 15 years working hard to create a safer next generation of drivers. We realized that this process doesn’t need to start when teenagers are 17 and learning on the road. It’s far more effective when taught over a longer period, starting at a younger age. Introducing future drivers to tyre safety is crucial in making our roads safer, and we’re delighted to partner with Bridgestone.”
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Bridgestone's partnership with Young Driver comes in the wake of a tyre safety survey conducted by Bridgestone earlier this year, involving 2,000 drivers across the UK. The survey revealed a troubling disconnect between the recognized importance of tyre safety and the actual practices of vehicle owners. While 73% of motorists admitted they don’t check their tyres regularly, 29% wait until their MOT, and 35% confessed to never thinking about checking their tyres at all.
This lack of attention to tyre safety underlines the importance of educating future generations about basic tyre safety practices. By partnering with organizations like Young Driver, Bridgestone hopes to instill essential road safety habits early on, ensuring the next generation of motorists is better equipped to maintain safe driving practices.
Bridgestone’s partnership with Young Driver is part of its broader mission to provide social and customer value as a sustainable solutions company. This initiative also embodies Bridgestone's E8 Commitment – a set of eight principles (Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, Empowerment) that guide the company’s strategic priorities, decisions, and actions. By educating young drivers about tyre safety, Bridgestone continues to demonstrate its dedication to safer roads and a sustainable future.