The printing technology Bridgestone previewed at the 2012 Geneva Motor Show is now a commercial reality. 
The Japanese manufacturer has released the first tire featuring its sidewall printing process – now known as “Colorside” – in the domestic market.
The premier product in the Colorside range is the Ecopia EP100S Colorside, which went on sale on July 1 in size 195/65R15 91H. A green band adorns the sidewall, the color presumably chosen to reflect the tire’s AAA/a rolling resistance and wet grip rating for Japan’s tire label. As of October, the EP100S will also be available in size 205/55R16 91V – and again the Colorside tire will come with green sidewall decoration. The Ecopia EV-01 Colorside will also be released the same month in sizes 175/65R15 84S and 205/55R16 91V. Both tires will feature a blue sidewall band.
Aesthetically, the new tires bear a strong resemblance to the whitewall family, however the Colorside printing process is quite different from traditional whitewall manufacture. The latter involves applying white rubber to sidewalls to produce white ribbon or white letter tires, a technique that requires the use of large quantities of white rubber to maintain durability and prevent discoloration. It can also make the tire heavier.
Bridgestone’s tire printing technology employs newly-developed inks that are shielded from external damage and against discoloration from the tire by two protective layers. The tiremaker claims the process doesn’t add any weight to a tire.
As the sidewall rubber used in Colorside tires differs from that in standard tires, Colorside printing cannot be applied as an aftermarket accessory. (Tyre & Accessories)
