Nothing bites into snow better than a snow-covered tire. This is what Bridgestone aimed to demonstrate during a media event at their winter driving school located in the Rockies at 7,000 feet elevation in Steamboat Springs, Colorado. Autosphere was among the first to test two of the brand’s products—the Blizzak 6 and the Dueler A/T Ascent—on the track, which, with its eleven technical turns and a 30-foot elevation change, extends nearly a mile.
Affected by the polar cold wave that hit many American states, the mercury showed -17°C. With a thin layer of snow covering the already icy track, conditions were perfect for this experience aimed at achieving perfect grip through mastering three key elements: vision, speed adjustment according to conditions, and feel, as well as mass transfers through acceleration and braking. Behind the wheel of a number of Toyota vehicles equipped with the right set of tires, we rediscovered the pleasure of playing outdoors.
Bridgestone has accumulated nearly 40 years of expertise in the winter tire segment. The Blizzak line made its North American debut in 1992, a family of products specifically developed to face Mother Nature’s whims during the cold season. ENLITEN, the manufacturer’s latest technology, was first introduced in 2023 on all-season models: the Turanza EV (designed for electric vehicles), and the Potenza Sport AS (an ultra-high-performance tire for sedans and sports cars). The Dueler A/T Ascent, launched last year, also features this advanced technology. As the first in the lineup designed for the premium all-terrain segment, this tire has been engineered specifically for luxury SUVs and 4x4s.
Blizzak 6: performance without compromise
This year, ENLITEN makes its first appearance in the winter tire segment with the Blizzak 6 name. Available this May, the new iteration of the premium brand targets sports car enthusiasts who dream of driving their vehicle year-round, explained Davis Adams-Smith, Director of Public Relations for the company, during a preliminary morning meeting. Designed for sports cars, coupes, performance sedans and crossovers, the Blizzak 6, which fits wheels from 17 to 22 inches and comes in 38 sizes, adds 22 new dimensions to the division’s size offerings.
The Blizzak 6, mounted on the Toyota Corolla GR and GR86, bites into snow with confidence, thanks to its directional tread pattern and uniform contact patch. It provides sporty and engaging handling while demonstrating exemplary grip during braking on wet and snow-covered roads. The tire excels in manoeuvrability and precision while delivering outstanding performance and durability. Designed and manufactured in Europe, the new version displays a higher speed rating than the outgoing Blizzak LM005 model it replaces.
Thanks to ENLITEN technology, the Blizzak 6 sees its lifespan extended by 32%, which is equivalent to an additional season, thereby reducing the number of tires entering the recycling chain. As a bonus, it incorporates 25% recycled and renewable materials.
Bridgestone aspires to have 90% of their products bearing the ENLITEN seal by the end of the decade. But this designation isn’t limited to tires. It encompasses new polymers and involves the entire manufacturing process, extending to machinery and factory operations. Together, these elements will help reduce Bridgestone’s ecological footprint as it aims to achieve carbon neutrality by 2050. By mid-century, all products will be entirely made from recyclable or renewable materials.
Dueler A/T Ascent: a surprising adventurer
As for the Dueler A/T Ascent, tested for the first time on snow, it performs surprisingly well in winter conditions, to the point where it’s easy to forget it wasn’t specifically developed for this use. Although engineered with distinct technologies for all-season versatility, the Dueler series shares many goals with the Blizzak line, including optimal grip on snowy surfaces. Available in 35 sizes, this all-terrain model, bearing the 3PMSF (Three-Peak Mountain Snowflake) logo, which equipped the 4Runners during the exercise, fits rims from 17 to 22 inches.
While winter tires represent just under 10% of passenger tire sales in North America, the winter tire market remains more relevant than ever. “We’re seeing more and more regulations requiring winter tire installation during this time of year,” said Adams-Smith. In Canada alone, they represent about 40% of the group’s overall sales.
In nearly four decades, Bridgestone has succeeded in making a lasting impression on consumers in this specialized segment. The Blizzak name has become so well known that, similar to Kleenex or Frigidaire, many drivers use it as a generic term for winter tires. “We’re proud of this recognition,” noted Adams-Smith proudly, “and we intend to maintain it.”
Firestone, which merged with Bridgestone in 1988, celebrates its 125th anniversary this year. Today, one in five tires bears the group’s signature, whose portfolio includes a wide range of products. The company manufactures tires for all sectors, from scooter tires to MasterCore mining tires, with retail prices approaching USD $75,000, including agricultural and aviation applications.