Dueler A/T 697 – Australian 4×4 owners continue to put their trust in Bridgestone’s flagship 4×4 tyre, Dueler A/T 697, with the tyre set to surpass 4 million unit sales later this year. Dueler A/T 697’s popularity in New Zealand is just as strong, with sales recently exceeding 400,000 units.
- Bridgestone closes in on a significant milestone for its flagship 4×4 tyre.
- Dueler status remains strong in a crowded market segment and benefits from a multi-generational reputation.
- A/T 002 expected to bolster Dueler brand presence with new generation of 4×4 owners.
Bridgestone launched the Dueler A/T 697 in 2012
Bridgestone launched the Dueler A/T 697 in 2012 as its next generation of light truck all-terrain tyre, replacing the highly successful Dueler A/T 694. It reset the industry benchmark with its superior puncture resistance, extended wear life, and quiet comfortable ride on any terrain.
Twelve years later, the advanced design of the Dueler A/T 697 continues to meet the market, being a reliable and popular choice amongst motorists in an increasingly congested marketplace.
Now, the introduction of Dueler A/T 002 creates an even broader market for Bridgestone in the all-terrain space with an increase in demand for passenger construction 4×4 tyres in recent years.
“Like the car industry, Australia & New Zealand are seeing an influx of emerging brands in the tyre industry, particularly in the 4×4 space,” said Bridgestone Australia & New Zealand Managing Director, Heath Barclay.
Its a competitive market
“Dueler, and in particular Dueler A/T 697, has always been a strong contender in the Australian & New Zealand market with a very loyal customer base that is now spanning multiple generations. With the growing popularity of 4X4 vehicles, young drivers are seeking out the opinion of experienced users, including generational customer like their mum and dad.”
According to Sales Director at Bridgestone Australia (and former head of technical field services), Claudio Sodano, Dueler continues to excel itself in a highly competitive market.
“Our Dueler A/T 697 entered the market as the industry benchmark in 2012. The A/T 697 remains our flagship 4×4 product because of how competitive it still is. It continues to prove itself as a durable, rugged, reliable and safe tyre that performs both on and off road,” Mr Sodano said.
“Over the last few years, we have seen a shift in priorities in pockets of the market, bringing a new wave of 4×4 owners who purchase their tyres with strong consideration to rugged aesthetics. Choosing 4×4 tyres based on aesthetics may mean unknowingly compromising on safety, so it’s important to consider the main use and the on-road performance of the tyre when buying 4×4 tyres,” he added.
Bridgestone has always prioritised safety
Bridgestone has always prioritised safety in the development of all its products, including the Dueler 4×4 and SUV range. This is why Dueler A/T 697 has such strong credentials in its on-road performance. This was again evident in testing ahead of the introduction of Dueler A/T 002, which highlighted excellent wet and dry handling for both of Bridgestone’s key all-terrain patterns, particular in braking when compared to popular alternative all-terrain products.
Mr Sodano says the testing data outlines why customers continue to put their trust in Bridgestone Dueler all-terrains time and time again.
“Our testing highlights that both our Dueler A/T 697 and A/T 002 perform comparatively to a highway terrain tyre in the tests that matter most – on road safety and performance, while also offering additional versatility and capabilities for off-road conditions, and in the case of the A/T 697, added puncture resistance and durability due to its light truck construction.”
Head of Marketing at Bridgestone Australia & New Zealand, David Honner says that research into the 4×4 segment commissioned by Bridgestone highlighted that the Dueler brand’s reputation is a key reason underpinning their tyre choice.
“We know from our research that Dueler A/T 697 customers are buying the product because of the reputation for durability, versatility and quality, as well as the mileage they are getting from the tyre. It’s no surprise that Dueler A/T 697 is closing in on 4 million Australian sales with its strong and reliable status,” Mr Honner said.
Dueler A/T 697 reputation
Bridgestone’s research also highlights the customer appetite for the introduction of Dueler A/T 002 amongst a new generation of Dueler all-terrain advocates, who are equally drawn to its benefits in the practical features of versatility, handling and comfort, plus its enhanced visual appearance.
“There is a community of savvy 4×4 owners that put their trust in Dueler due to its strong reputation and handling capabilities. They’ve grown up with Bridgestone as a trusted household brand, and the introduction of A/T 002 provides another option to meet their lifestyle needs,” Mr Honner said.
“With the outstanding long-term success of the Dueler AT 697, now nearing 4 million tyres sold, we have the same confidence for Dueler A/T 002. It strengthens what is already an iconic brand in Dueler, and offers the versatility and appearance that many A/T motorists seek, with the balance in safety, performance, and comfort they expect. We expect to strengthen the Dueler brand through meeting the varying needs of the passenger construction all-terrain market, and mirror the success we’ve had from the A/T 697.”
