Prices are going up for the Bridgestone and Firestone tire lines along with the companies’ associate-brand tires. The increases, up to 10 percent, on car, light truck, truck and bus, motorcycle and agricultural and off-the-road tires, will affect the replacement, original equipment and export channels. The increases are set to begin Sept. 1. “As a company we are faced with a shortage of the basic, critical raw materials used to make our tires. The result is a dramatic rise in prices for commodities such as butadiene, natural rubber and other materials,” says Asahiko “Duke” Nishiyama, vice chairman and president of parent firm Bridgestone Americas Holding. “In addition, the continuing high prices for gasoline and diesel fuel affects every aspect of our business – from manufacturing to distribution – and makes this action necessary,” he says. “Although we’ve worked continually to enhance efficiencies and increase productivity in all areas of our business, these efforts can not fully mitigate the escalation of costs that we’re facing. As a result, we have no choice but to implement this price increase,” according to Nishiyama. For more information, visit www.bridgestone-firestone.com. | 
