Iceways, a New Generatıon Winter Tyre From Lassa to Enjoy the Winter Driving Safely

ISTANBUL, December 12, 2011 -

Lassa tyres, produced by Brisa Bridgestone Sabanci Tyre Manufacturing and Trading Inc. (Turkey’s largest tyre producer and Europe’s seven largest producer), introduces Iceways, a new generation studdable winter tyre engineered to deliver high performance specially in heavy winter conditions.

(Photo:  www.newscom.com/cgi-bin/prnh/20111212/498793  )

During winter, drivers often face unpredictable and challenging road conditions, which leave little room for error. Iceways features a combination of elements that work together to help drivers face these different winter weather and road challenges confidently.

To give Iceways its superior degree of driving, handling and control in heavy winter i.e. cold and dry, wet, icy and snowy conditions, Brisa engineers incorporated an advanced winter compound and intelligent tread design into Iceways. Iceways’ optimized winter compound, developed by considering the artic winter driving conditions, unlike traditional rubber, remains stable before temperature changes, thus ensures excellent grip and traction. Its 3D waved, deep lamellen along with its nail installment property further optimize icy road performance and snow traction. The test results for the Iceways show the tyre’s notable strengths in ice, snow and wet performance against its main competitors, which confirm the Iceways’ performance capabilities: Iceways perform up to 12 per cent better handling and up to 8 per cent better traction. Its braking distance is shorter up to 17 percent on ice.

“Winter road and weather conditions put extra challenges on driving skills of even the most seasoned drivers. When it comes to road safety, the tyres are one of the most important factors that are effective in minimizing the accident  risks. We, as Lassa, strongly advise drivers to prepare themselves and their vehicles for these challenges by using purpose-built winter tyres,” said Halit Sensoy, Director of  Lassa International Sales and Marketing.

About BRISA: Founded in 1988, BRISA Bridgestone Sabanci Tyre Manufacturing and Trading Inc. (Brisa)  is a joint venture company between the Sabanci Group, the leading industrial conglomerate in Turkey and the Bridgestone Corporation of Japan, the world’s largest tire and rubber company.

Equipped with state-of-the-art design and production technologies as well as its own dedicated research and development center, BRISA has one of the world’s largest tyre production facilities under a single roof with 350,000 m² surface area. With a 10 million-tyre production capacity, it is Turkey’s number one and Europe’s seventh biggest tyre producer.

About LASSA: Produced by BRISA, LASSA manufactures and sells a wide range of consumer and commercial tyres in over 50 countries worldwide together with 74 international partners at 5,000 points of sale.

Tested and approved by German TÜV SÜD Automotive, one of Europe’s leading testing and certification organizations, the products of LASSA tyres earned the endorsements of several leading global automotive manufacturers operating in Turkey, i.e. Isuzu, Mercedes, Ford, Land Rover, Hyundai, John Deere, Tofas-Fiat, Karsan, Otokar, Mitsubishi, Temsa, TTF-Case New Holland.

Producing durable and high-quality tyres for the drivers, requiring both safety and performance as well as expecting maximum value for the money from their tyre choice, LASSA has strong commitment to sustainability which resonates throughout all of its business activities.

Please visit www.lassa.com for more information on LASSA tyres and its international sales network.

Media Information:

Aysegul Seferoglu - Effect PR/Edelman’s Turkey Affiliate
Tel : +90(0216)474-00-04 ext: 116
GSM : +90(0537)831-02-71
E-mail : aysegulseferoglu@effect.com.tr