To coincide with the introduction of Bridgestone’s “Built for Better” campaign to relaunch the Bandag brand, we managed to catch up with Jeroen Lust, Bridgestone’s head of truck and bus development. We talked to him not only about the prospects for the Bandag brand, but about the challenges currently being faced by the whole of the retreading industry.
Commercial Tyre Business
Could you please begin by describing the thinking and reasons behind the current Bandag rebranding exercise?
First of all let me explain that the Bandag rebranding is not a stand-alone exercise. I...
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