Bridgestone Forecasts 30% Tire Sales Jump in Mexico

Bridgestone projects a 30% increase in sales of premium truck tires in Mexico in 2025, reaching approximately 400,000 units. The growth is driven by recent government restrictions on Chinese tire imports and a surge in fleet tire replacements.

“Mexico doesn’t manufacture this type of tire, so we import them from the United States with Japanese quality standards,” said Orlando González, Senior Commercial Category Manager, Bridgestone Latin America North.

Previously, the market was saturated with low-cost Chinese tires, which sold for about 3,000 pesos each—significantly cheaper than premium alternatives priced at around 10,000 pesos. In 2024, Mexico’s truck tire market reached roughly 6 million units sold, with 80% imported from China and the remainder primarily from the United States and Brazil.

In October 2024, the Mexican government implemented anti-dumping tariffs on Chinese tires and tightened customs controls at the Port of Manzanillo. These measures have bolstered Bridgestone’s market outlook. “Over the past two months, tire imports have dropped by about 30%, and we’ve surpassed our closest competitor in sales by 5%,” González reported.

Bridgestone currently commands a 35% share of Mexico’s premium truck tire segment. The company expects many fleet operators—having tested lower-quality Chinese tires—to return to premium options. Premium tires can last up to 20 years, compared to the roughly three-year lifespan of cheaper imports.

To meet market demand, Bridgestone recently launched the M760 Ecopia in Mexico, a 14-ply tire designed for regional and long-haul transport fleets. “The M760 Ecopia is a premium radial tire built for the trucking sector’s most demanding needs. It combines cutting-edge technology, durability, and a focus on operational efficiency. Its low rolling resistance compound supports better fuel economy, while the advanced tread design delivers strong traction across various road conditions,” González said.

González also noted rising demand for tires for “camiones chatos” (cab-over-engine trucks), which gained popularity during the pandemic. “Although some segments may see a decline, we expect a 30% increase in tire sales for these models. They started entering the market about three years ago and are now reaching their tire replacement cycle,” he added.