Background on Bridgestone and Market Context
Bridgestone, a leading global tire manufacturer, is projecting a 30% increase in sales of premium truck tires in Mexico by 2025. This growth is expected following the implementation of import barriers on Chinese-origin tires by the Mexican federal government. In 2024, approximately 6 million truck tires were sold in Mexico, with 80% being Chinese imports and the remainder coming from the United States and Brazil.
The Role of Orlando González
Orlando González, Senior Category Commercial Manager for Bridgestone Latin America North, explained that Mexico does not produce premium truck tires and relies on imports from the United States with Japanese quality. However, the fierce competition from low-cost Chinese tires has posed challenges to the sector.
Bridgestone’s M760 Ecopia: A Game-Changer in the Market
In conjunction with the launch of their new premium product, the M760 Ecopia, for regional and long-haul transport fleets with 14 layers, González highlighted two factors driving sales growth: the renewal of truck tires for European brands and the control over excessive Chinese tire imports.
- Market Position: Bridgestone holds 35% of the premium market share, while Chinese tires have seen sales growth exceeding 200% due to their lower cost. A premium tire can cost up to 10,000 pesos, while a Chinese one is priced at around 3,000 pesos.
- M760 Ecopia Benefits: This radial premium tire not only saves fuel without compromising power or durability but also allows truckers to renew their tires up to five times without needing a new purchase, thus contributing to environmental sustainability by reducing tire waste.
Impact of Government Regulations on the Market
Bridgestone believes that companies which previously tested Chinese tires and found their quality dubious will return to purchasing longer-lasting tires, with a lifespan of up to 20 years compared to the 3-year lifespan of Chinese tires.
In October last year, the Mexican government imposed anti-dumping quotas on Chinese tire imports, complemented by stricter customs control in Manzanillo, as reported.
“In the last two months, I have observed a roughly 30% decrease in tire imports, and we have surpassed our closest competitor by 5% in sales,” González stated.
Market Composition and Bridgestone’s Opportunity
The Mexican market sold around 6 million truck tires in 2024, with 80% originating from China and the rest coming from the United States and Brazil.
González emphasized the M760 Ecopia’s advantages, stating that it is a radial premium tire addressing the most demanding needs of the autotransport sector. It combines technology, durability, and a clear focus on operational efficiency. Its low rolling resistance compound enables greater fuel savings while its advanced design ensures excellent traction in various road conditions.
