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Heritage
Formula 1
When you look back at the magnificent seven consecutive championships won on Bridgestone tyres, it seems almost easy but, in fact, those seven years at the pinnacle of motor racing was an era of revolutionary change. Bridgestone met the challenge and reaped the rewards.
Bridgestone reached that F1 summit in only its second year of competition and in front of 180,000 cheering fans at the dramatic season-ending Japanese Grand Prix at Suzuka when Mika Hakkinen won his first Drivers' championship and McLaren its first Manufacturers' titles since 1991.
Goodyear's decision to quit F1 left Bridgestone with the additional responsibility of being the sole tyre supplier. Still somewhat short of experience, the company faced the awesome challenge of manufacturing and delivering an overwhelming number of tyres for the teams. Management also made absolutely sure that every team would be treated fairly and each was shown what rank among all the teams it occupied in terms of tyre wear.
The years as sole supplier were tremendous learning experiences and they allowed Bridgestone to increase its global brand awareness as the BRIDGESTONE logo appeared on television broadcasts beamed live around the world. At each race, the Paddock Club (a VIP hospitality space) enabled Bridgestone to build closer relations with key customers in each country. The data tells the story: in 1996, Bridgestone's brand recognition (pure recall) in Europe's five largest countries was 13%, but by 2003 it had risen to 34%. In recent years, the arrival of Bahrain and China to the F1 championship has enabled Bridgestone to increase its activity in the Middle East and Far East.
With Ferrari and McLaren, F1's two biggest teams, on its side Bridgestone was confident of facing the challenge of Michelin when it returned to F1 in 2001. Although a Michelin-shod car won the fourth race of the season, Bridgestone's domination continued as Ferrari's Michael Schumacher won nine races to retain the title he had won in 2000.
McLaren's decision to switch to Michelin for the 2002 season was a surprise and parting with a team with which Bridgestone had enjoyed its first pole, first victory and first championship was a painful experience. Testing with only one team affected the collection of data needed in development but Bridgestone responded by developing closer relationships with all of its teams, particularly Ferrari.
The closer relationship reaped dividends as Michael Schumacher won a record 11 races on his way to a hat-trick of drivers' titles while Rubens Barrichello won 4. Ferrari had won 15 of the 17 races to sweep to another Manufacturers' title. The last race of the season at Suzuka was a memorable occasion as Bridgestone achieved its 70th victory in its 100th race.
The following season, 2003, saw massive changes in F1 and an increased threat from Michelin. Bridgestone had to supply its teams with tyres of identical specifications, but from now on it was permitted to create customized tyres for each team. Manufacturing staff now had to make a wider variety of tyres in smaller batches and scheduling the transportation of these tyres to the race circuits became a complex logistical issue.
Ferrari's Michael Schumacher had led the championship from the opening round but by the middle of the season he had surrendered it to his Michelin-shod rivals. But it was at the Hungarian Grand Prix where, even in another defeat, Bridgestone was able to evaluate the performance of some new tyre technologies and turn the tide in testing. The next three races were won and at the season-ending Japanese Grand Prix Rubens Barrichello held off title hopeful Kimi Raikkonen to make it four in succession and clinch the Manufacturers' title. Michael Schumacher finished eighth to retain his drivers' crown and complete another successful double championship for Bridgestone.
The 2004 season saw a return to Bridgestone's awesome superiority as Michael Schumacher and Ferrari again dominated both championships. For the seventh year in a row Bridgestone were top of the motor sport world.
Maintaining such a run of success would be difficult and so it proved in 2005 when major regulation changes were introduced, including tyres which now had to last for the whole race. There was success at the United States Grand Prix for Michael Schumacher after the Michelin teams withdrew because of concerns over the safety of its tyres, but Renault and Fernando Alonso ended Bridgestone's run of championships.
Putting the pitfalls of 2005 behind them, Bridgestone looked forward positively to the 2006 season, their tenth year in Formula 1. With benefits to pre-season testing arising from the arrival of three new teams to the ranks, 2006 looked set to be a competitive year. Not only did Bridgestone-shod drivers win nine out of the 18 races, but the Hockenheim GP also brought Bridgestone its 100th F1 victory.
After a close run season, Bridgestone narrowly missed out on the constructors’ championship with Ferrari ending the season in second place, just five points short of Renault. The company did however manage to go out on a high with Felipe Massa dominating the Brazilian GP to take a pole-to-flag victory.
As Massa became the first Brazilian in 13 years to celebrate a win on home soil, his team-mate and seven time world champion, Michael Schumacher, bowed out of Formula One with one of the most stunning displays of driving seen in the sport. Schumacher won a total of 58 races and five championships on Bridgestone tyres, cementing one of the most successful driver/tyre manufacturer partnerships ever seen in Formula 1.
After six years of competitive tyre supply, the FIA Formula One World Championship is entering a new era with Bridgestone confirmed as the sole tyre supplier for the series from 2007 to 2010. Bridgestone welcomes the challenges that supplying tyres to all eleven teams will bring.
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