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Bridgestone aims for EV tires to make up 90% of sales by 2030

Change comes amid price war with players from China and South Korea

Tires for EVs are 20% lighter because they use less rubber and other materials than tires made for gas-powered cars. (Photo courtesy of Bridgestone)

TOKYO -- Bridgestone will switch its focus to the electric vehicle segment, planning to have EV tires account for 90% of all its new automotive tires by 2030 as the company exits intense competition with low-cost Chinese and South Korean brands.

Assembly lines in Europe will be the first to be converted to accommodate EV tires, as the Japanese company ends production of low-priced tires for gas-powered vehicles in the region this year. Similar changes are expected in the U.S. and Japan, while South America will also likely see EV tire manufacturing.

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