Can You Put A Price On Safety?

If you are a parent then I am sure you have a working knowledge of car seats.  You are probably aware that they should conform to certain safety standards and you are probably quite keen to spend a decent amount of money on it.  After all, the more expensive it is, the better the quality and the safer it will be, right?

It is then surprising to learn that, within the UK, 73% of people make the purchasing decision regarding the tyres they buy based on the cost; going mainly for low-cost tyres. Tyres are the only part of your car that touch the road, yet although people (when surveyed) say that safety is the number one factor in tyres, when it comes down to it they don’t walk the walk, opting for the cheapest option.

I have to admit I am the typical example of one of these people; my daughter has a relatively expensive car seat to keep her safe and protected.  However, my car is often supported by low-cost, often under inflated tyres.  I am not sure this adds up…

So when I was invited to attend the Bridgestone Premium Safety Event, I was keen to see if premium tyres really did make a noticeable difference.  I normally justify my decision to plump for the cheapest on offer by assuming that they must be a similar quality or they wouldn’t be able to sell them.

The Bridgestone event took place in Rome, which was an obvious added bonus.  We were told the event would cover how the tyres are made, their extensive testing, demonstrations of the benefits of run flat tyres and we would be allowed to the test the tyres on the track, comparing performance in wet and dry conditions.  From the airport we were taken directly to the Bridgestone Rome HQ and were given a great insight into the production of tyres.  A lot of this information is too technical, and a little dry, but what did strike me was how passionate the engineers were about producing the highest quality product, with the highest safety in mind.  They even put them in chambers and recreate the ozone, so they can see how they will detoriate over time!

On the second day we took to the road at the Bridgestone Technical centre.  All the tests would involve Bridgestone Turanza T001Z tyres (€80/£60) and they would be compared to Hifly (chinese imported tyres), which were ranked in the mid range, costing €50/£37.  I did think the difference in the price would be more and considering the lifespan of a tyre I don’t think it is enough to worry about.

The tyres would be tested on Golf 2.0 TDi’s, which are one of the most popular mid-sized car, so probably similar to the cars most of us drive.  One car had the premium Bridgestone tyres and the other the mid range import.  We drove the cars on wet and dry tracks (although the rain was spectacular at times, so they were all a bit soggy!). We tested the handling on roundabouts, corners, through high-speed braking.  We recreated high-speed lane changes, slaloming and various other things that we may well come across in real life.

We were also driven round a wet track by either ex F1 driver Stefano Modeno or another awesome professional driver in the Golfs; once with each set of tyres.  Wow, the difference was incredible and this, for me, was the test that showed the biggest difference in the handling due to the tyres.  Our group went first with the imported tyres and I truly believe if any of us mere mortals were driving, we would have left the track, the car went everywhere! Our driver had the wheel turned 180 degrees at certain points, yet the car continued going straight!  Only his amazing skill kept us on the track.  We then swapped to the Golf with Bridgestone tyres and the driver attacked the track the same; there was a staggering difference.  The car gripped the road and it did not feel out of control for a second.

Even though this was the most hard-hitting test, even when testing the tyres myself I could feel the difference.  We could also see the difference when other members of our team were driving.  When we were asked to do a high-speed emergency stop, the Bridgestone tyres stopped 3-5 metres earlier than the imports.  Five meters is the length of a car, so it could be the difference between colliding with something or not.  Five meters also means that at the point the Bridgestone Premium tyres have stopped, then cheaper imports will still be travelling at 20mph (30 kph).

The course (on the right) that we struggled to remember!

Just a little rain!

We were then introduced to the run flat tyre.  A tyre that does exactly what it says on the tin, runs when flat.  Each group was asked to change a different tyre system; either a normal full-sized spare, a space saver, use a foam tyre repair kit or the run flats. My friend and I stood by the run flats and so when every one else was struggling with tyre changes, we popped in our car and drove round the testing track!  Much better than getting all grubby.  I drove the car with the flat, run flat and I could not tell any difference.  I have suffered from being stranded by a flat tyre in the past and now with a small child in the car it is not something I would want to happen again.  With run flats the tyre wall supports the car, enabling you to continue driving.  So good, in fact, that I think you would forget you had a flat.  Which is why run flat tyres are fitted with a tyre pressure sensor that lights up on your dashboard to remind you.  All new cars will have this technology; if yours is older then you will need to check whether your car can have them fitted.

The team then took the run flats out onto the torrential track and simulated a puncture at high-speed.  The driver pressed a button and the pressure was immediately released, recreating a blow out.  First up was the cheaper imports and as soon as the pressure was released the car veered off course by some distance.  The run flat tyres just carried on their merry way, we couldn’t even see anything had happened (apart from hearing the noise of the escaping pressure).

Then the excitement built as we headed to the oval to be passengers in super cars!

Obviously I picked the Ferrari; when in Italy!  It was amazing, my driver apologised that he could only drive at 200 kph instead of the usual 270 kph, due to the torrential rain.

Believe me 200 kph was fast enough!  I have never been in a super car before and it was awesome.

Our happy band of bloggers, editors and journalists.

Aren’t they beautiful!

The final thing for me was to do an on camera interview.  Please excuse my attire and hat, it was very wet and we definitely needed those hats!

So what did I learn?  Have I changed my opinion on cheap tyres?  Well, I genuinely learned so much and I have totally changed my opinion on cheap and premium tyres.  I honestly don’t know why I thought I could cut back in this area.  I do not cut back on my daughter’s safety in any other area, yet regarding my car tyres I was happy to.

So next time I have to replace my tyres I will be purchasing Premium tyres, something I never thought I would do.  I need to be confident that I have the best dry and wet handling; something which I now cannot be confident in with cheaper tyres.  Bridgestone’s message was clear – whether it be their tyres or another premium brand, invest in Premium tyres.