It takes energy to drive a vehicle down the road and part of that energy is converted into power to overcome the vehicle`s aerodynamic drag, driveline friction and the tires` rolling resistance.

The tyre meets the challenging and previously contradictory objective of combining top-class wet safety with reduced rolling resistance, leading to higher fuel efficiency and lower CO2 emissions.

The Chicago Auto Show, North America’s largest consumer auto show, set the stage today for the Bridgestone brand’s official launch of its new environmentally friendly tire, the Ecopia EP100, which provides drivers with improved fuel economy without sacrificing wet handling performance.

In April Bridgestone launched its ‘Ecopia’ range of fuel efficient tyres, said to reduce rolling resistance by some 30 per cent.

Kimi Raikkonen’s red Ferrari will attract visitors to the stand but behind the glitter of the Formula One champion’s car, Bridgestone will focus on road safety and environmental progress at the 78th Geneva International Motor Show, 6th to 16th March.