Bridgestone aims to make a natural-rubber tires from a sustainable American southwest crop

To make tire production more sustainable, Bridgestone is turning to a desert shrub called guayule as a source of natural rubber.

Cultivating guayule helps diversify the world’s natural rubber supply, allows Bridgestone to produce more rubber locally for the U.S. market, and contributes to the tire maker’s sustainability goals. Bridgestone aims to achieve carbon neutrality and make tires from 100% renewable materials by 2050.

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