SA farmers urged to invest in premium tyres for long-term returns on estimated R1.2 billion tyre use

Johannesburg, South Africa - 15 May 2025 - With the 2025 Grain SA NAMPO Harvest Day in full swing, Bridgestone Southern Africa is drawing attention to a vital but often overlooked input cost in farming operations: tyres.  As farmers face mounting input costs, the company is calling for greater recognition of the role premium-quality tyres play in sustaining agricultural productivity and stability.

Recent estimates indicate that farmers collectively maintain an inventory of tyres valued at over R1.2 billion* annually across their agricultural vehicles, including tractors, harvesters, bakkies, motorcycles, and other equipment. This figure reflects the tyres used across an estimated two to five vehicles per farm, underlining the significant role tyres play in farm operations.

Farmers know there are long-term advantages to investing in technology, from advanced machinery and drone monitoring to weather apps and soil testing. Yet tyres, critical to efficient operations, can sometimes be overlooked. Premium tyres, designed with advanced materials and technology, are built to last longer, reducing the frequency and cost of replacements over time. Bridgestone’s advanced agricultural tyres offer benefits such as reduced soil compaction, better traction, and lower fuel consumption,  which can directly impact a farm’s bottom line.

“In an environment where input prices are rising faster than returns from crops and livestock, it's essential that every rand counts," says Jacques Rikhotso, Vice President of Bridgestone Africa Middle East. "Premium tyres are more than just components; they’re a critical enabler of uptime, safety, and cost-efficiency on farms.”  

Bridgestone is proudly showcasing its range of locally manufactured tyres at NAMPO, including specialised truck and trailer tyres, motorcycle and utility tyres, and the all-new Dueler A/T002 – the latest in all-terrain technology, built for rural conditions. The company is also demonstrating its innovative Very High Flexion (VF) tyres, featuring advanced tread designs,  engineered to handle heavy loads and variable terrain.

*The R1.2 billion figure is based on an internal estimate using a conservative calculation of approximately 30,000 commercial farms in South Africa. This figure considers a median of three vehicles per farm, which is typical for commercial operations, and multiplies this by a median tyre price across the agricultural range (including motorcycles, bakkies, and tractors). Statistics South Africa reported over 40,000 farms in 2017, making this estimate a conservative reflection of tyre-related investments within the agricultural sector. 

For more information, visit www.bridgestone.co.za

Media information: For more information about this press release, or if you have any more questions, please call Nikki Chennells | 081 041 5020, This email address is being protected from spambots. You need JavaScript enabled to view it. 

About Bridgestone in Europe, the Middle East and Africa

Bridgestone in Europe, the Middle East and Africa (Bridgestone EMEA) is the regional Strategic Business Unit of Bridgestone Corporation, a global leader in tyres and sustainable mobility solutions. 

Headquartered in Zaventem (Belgium), Bridgestone EMEA employs more than 14,000 people and conducts business in 35 countries across the region.Bridgestone offers a diverse portfolio of premium tyres, tyre technologies and advanced mobility solutions. The company’s vision is to provide social and customer value as a sustainable solutions company. The Bridgestone E8 Commitment is a broad, global corporate commitment that clearly defines the value the company is promising to deliver to society, our customers and future generations in eight focus areas; Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment. These provide a compass to guide strategic priorities,decision making and actions throughout every area of the business.

Bridgestone’s ‘Become a Road Safety Hero’ provide Ease, by bringing comfort and peace of mind to mobility life and Extension, by committing to nonstop mobility and innovation that keeps people and the world moving ahead.

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