The European Road Safety Charter, instituted in January 2004, calls for halving driving-related deaths by 2010. Some 200 institutions, companies and associations have endorsed the Charter, and Bridgestone officials said that safety is a key element of its business philosophy.

“Tires are often one of the safety elements most ignored by the general public,” said Bridgestone Europe Chairman, CEO and President Minekazu Fujimura. “Our research showed that just two in five consumers check their tire pressure each month, and only a one in three check their tire tread depth each month. One in five never checks either.”

Bridgestone’s primary contribution to the effort will be its “Think Before You Drive” program, which is being conducted in partnership with the FIA Foundation, and features the assistance of F1 drivers.