Earlier this week, Bridgestone Americas introduced the next generation of its Bridgestone Turanza Serenity and Firestone Destination products at back-to-back dealer and media events at the Las Vegas Motor Speedway.

The Bridgestone Turanza Serenity Plus offers the same benefits of the original Serenity – a quiet ride, wet performance, long tread life and ride comfort – plus improved winter performance and fuel efficiency, according to the tiremaker. Additionally, grand touring all-season Serenity Plus tires come with an increased limited treadwear warranty, with V-rated tires carrying a 75,000-mile limited tread warranty (up 25,000 miles from its predecessor). Starting in June, the Turanza Serenity Plus will be available in 30 H-, V- and W-rated sizes ranging from 15- to 19-inch rim diameters.

The all-season Firestone Destination LE2, designed for CUV, SUV and light truck applications, offers added dry performance, ride comfort and noise and fuel efficiency compared to its predecessor. Bridgestone said the LE2 has a 15% better rolling resistance coefficient, which translates to up to 2% in fuel economy improvement. The tire will be available in May in 37 T- and H-rated sizes ranging from 15- to 20-inch rim diameters.

Both the Turanza Serenity Plus and Destination LE2 have earned the company’s “Eco-Product” distinction, which the tiremaker said is reserved to identify Bridgestone- or Firestone-brand tires designed for improved environmental performance over the predecessor product.

At the launch event, attendees put the tires to the test in wet and dry handling and braking exercises. Bridgestone also showed off the performance capabilities of its all-season UHP Potenza RE970 AS Pole Position tires – introduced last year, but now available in a full 34-size lineup – and its extreme performance Potenza RE-11 tires, which were fitted to cars and taken on the track courtesy of Exotics Racing. Bridgestone’s special guest, racing legend Mario Andretti, was also on-hand to greet dealers and test out the new rubber.

“We’re always working to make our products even better for our customers, and we’re excited to bring these next generation tires to market,” said Larry Magee, U.S. & Canada consumer tire president. “Both Turanza Serenity Plus and Firestone Destination LE2 are high demand products for today’s drivers, and we are excited to raise our own bar in providing even more performance as we continue to evolve these brands.”

Click here to see exclusive photos from this event.