Bridgestone Talks Guayule Rubber Research, Creating a Circular Economy

Bridgestone Talks Guayule Rubber, Creating a Circular Economy [AUDIO]

Now more than ever, going green is permeating the industry. Automakers are required to meet certain sustainability requirements, which means everything that goes into creating a vehicle–ahem, the tires–are held to higher sustainability targets, too. Just ask Bridgestone, whose goal is to have 100% carbon neutrality and 100% renewable resources in its tires by 2050. So, how are they going to achieve that?

Slowly but surely, and the foundation for a more sustainable future is being laid out as you read this. Here’s just one example: For more than a decade, Bridgestone has been researching the guayule plant to use as a domestic source of natural rubber, and now the first Firestone Firehawk race tire made with guayule natural rubber (grown and extracted at the company’s guayule R&D facilities in Arizona) will debut at this year’s Indy 500 on May 29.

Just last month, the company partnered with LanzaTech, a carbon capture and transformation company, to co-develop the first dedicated end-of-life tire recycling process. To learn more about Bridgestone’s guayule research and end-of-life tire recycling initiatives, we spoke with Bill Niaura, director of sustainable materials and circular economy for Bridgestone Americas Technology Center. In this episode of What’s Treading with Tire Review, presented by AAPEX, Bill dives into why Bridgestone is investing in these various sustainability initiatives and how creating a circular economy is in the tiremaker’s future.

Listen to this episode below or subscribe to What’s Treading with Tire Review on Apple PodcastsSpotify and Google Podcasts. You can watch the video version of this podcast here or on YouTube.


  • An update on Bridgestone’s research into guayule natural rubber (1:00)
  • Why tiremakers are investing in alternate sources of natural rubber (2:11)
  • How Bridgestone and LanzaTech will work together on end-of-life tire recycling and how the carbon transformation process starts from the guy of a rabbit (8:33)
  • How Bridgestone’s relationship with its dealers will help its sustainability goals trickle down the tire industry (14:15)

You May Also Like

How Bridgestone Technology Shines in the Company’s Latest UHP A/S Tire

The company’s chief engineer of replacement tires breaks down the tire tech stuffed into the Potenza Sport all-season UHP tire.


In September, Bridgestone Americas released its new Potenza Sport all-season UHP tire. As with many UHP tire offerings, the company says the tire is targeted toward consumers who are enthusiastic about driving their sporty performance vehicles, but the tire has also been designed with a focus on regions that experience light snowfall. One attribute that especially caught our interest was the fact that this is the company’s first UHP all-season tire to feature Bridgestone's "Enliten" technology, which the company says is engineered to help optimize all-season performance and provide longer wear life.

Why Tire Dealers Need to Fortify Their Data – and How to Do It

Torqata executives discuss how vulnerable tire dealer data can be as well as some of the most common cyber attacks they’re seeing.

We Surprise Tire Review’s 2023 Top Shop: Black’s Tire & Auto Service

Watch us tell the Black’s Tire & Auto Service team that they have been named Tire Review’s 2023 Top Shop Winner.

What a Steady Market Means for OTR Tire Dealers

Triangle Tire’s OTR Director Stephen Reynolds gives us the details on the current state of demand, as well as where he sees the market heading as we approach 2024.

How Diversification Opens Doors for Wegmann Automotive

We discuss how Wegmann Automotive is growing its business, especially in the wheel weights and TPMS categories.


Other Posts

Bridgestone to withdraw from commercial tire business in China

Due to factors such as market dynamics and competitive advantage, Bridgestone (China) Investment Co. (BSCN) will cease production and sales of TBR tires.

bridgestone china
K&M Tire’s president discusses her vision for progressive tire dealers in 2024

We dig into K&M Tire’s 2024 goals, expansion expectations and the details of the company’s latest partnerships.

Bridgestone named the official tire of the Yamaha Champions Riding School

Yamaha Champions Riding School in-person schools will now feature tires from Bridgestone’s motorcycle tire line, Battlax.

Firestone Airide to reveal Air Command at the 2024 King of the Hammers

Firestone said Air Command allows users to control air helper springs wirelessly from either a physical remote or smartphone app.