What do tires have in common with televisions? Thirty years ago, almost everyone had a 13-inch, black-and-white set.

Just as TVs have become gigantic – and plasmatic – tires, too, are larger and more advanced in terms of technology, performance characteristics and looks.

John Gamauf, president of the consumer replacement tire division at Bridgestone/Firestone North American Tire (BFNAT), made that point recently at a new-tire launch and “Classroom Behind the Wheel” driving event at Firebird International Raceway in Phoenix.

From Mar. 21-22, dealers and media gathered in Phoenix to try out the four newest tires in the Bridgestone brand lineup. The new tires, according to Gamauf, reflect the tiremaker’s aggressive pursuit of modern tire trends.

“In 1976, you could cover 88% of the market with 50 SKUs,” Gamauf reminded dealers. “Today, the Bridgestone brand alone has 1,003 SKUs,” and the business of selling tires is more complicated than ever. That means more complexity for dealers.

With all the shifts and changes, said Gamauf, BFNAT has a new motto: “We do not fear change; we welcome it.”

The tiremaker’s open-arms approach to market shifts was punctuated by the official launch of four new tires, targeted specifically at two rapidly growing consumer tire segments – ultra-high performance and light truck/SUV.

“Those are the segments we are targeting,” said Phil Pacsi, BFNAT’s executive director of North American consumer tire marketing.

Among the new radials, the Bridgestone Dueler H/P Sport is a high performance sport tire designed for premium light trucks and SUVs, such as the Porsche Cayenne, BMW X5 and Mercedes ML350, said Pacsi. Available in seven sizes, it carries a UTQG rating of 300 A/A.

“With the Dueler H/P Sport, we moved from the more aggressive tuner-type tire of the previous Dueler H/P to a more performance-oriented tire,” Pacsi said. On the track, dealers and journalists compared the new Dueler H/P with its intended competitor – the Michelin Diamaris.

The next new entry – the Bridgestone Potenza RE050A Pole Position – was described as the company’s new flagship ultra-high performance summer tire. “UNI-T Technology,” combined with a high silica content, enhance wet performance, while the asymmetrical tread pattern increases surface contact, said Pacsi.

Designed for premium high performance sports cars and performance sedans, the tire began shipping in February and is available in 24 sizes covering 16- to 29-inch wheel diameters. The new tire carries a UTQG rating of 140 A/A and is positioned against the Michelin Pilot Sport PS2, the Goodyear Eagle F1 GS-D3 and the Pirelli P Zero Rosso, Pasci said.

Additionally, BFNAT introduced the Bridgestone Potenza RE960AS Pole Position, the company’s “flagship UHP all-season tire,” designed for traditional performance vehicles, sports cars and performance sedans.

Pacsi said the tire, set to compete with the Michelin Pilot Sport A/S and Exalto A/S, offers “advantages of all-season capability in a UHP tire.” The Potenza RE960AS Pole Position features “UNI-T AQ Technology,” for wet performance as well as siping and an arc-shaped leading edge for handling in winter and summer conditions, he said.

The Potenza RE960AS Pole Position has a UTQG rating of 400 AA/A and is available in 37 sizes, in wheel diameters from 14 to 20 inches.

Those three new tires all come with BFNAT’s “Buy & Try” 30-day guarantee.

Finally, the new Potenza RE-01R tire, the successor to the Potenza RE-01, is targeted at the enthusiast driver and carries a UTQG rating of 140 A/A. The tire is available in 13 V- and W-rated sizes, ranging from 16- to 19-inch wheel diameters and aspect ratios of 55 to 30.

A “street tire for sports driving,” the Potenza RE-01R features a semi-slick shoulder block for lateral stiffness and cornering grip on dry surfaces and a wide center rib for handling response. Cooling slits in the tread dissipate heat under high-speed conditions, and racing slits in the shoulder blocks distribute uniform pressure to the contact patch when cornering, according to BFNAT.

The tread also features the tiremaker’s “hydro evacuation surface” technology, consisting of wide lateral groves on either side of the center rib and F1 nose slots to enhance water evacuation.

The Potenza RE-01R will compete with the Yokohama Advan Neova, Pacsi said.