Bright IDEA Plug-In Hybrid Electric Concept Features Bridgestone Brand Tires

April 27, 2009

Bridgestone Americas, which focuses on environmental initiatives through its One Team, One Planet global program, is proud to announce that the new "green" IDEA concept vehicle introduced recently by Bright Automotive will ride on Bridgestone brand tires. Bright Automotive is a new automotive manufacturer focused on producing clean energy vehicles in the United States.

Sporting Bridgestone Turanza tires, the IDEA -- a plug-in hybrid electric vehicle (PHEV) which claims to achieve 100 mpg -- was unveiled on April 21, 2009, in a briefing ceremony on Capitol Hill. Members of Congress and representatives from companies involved with this unique vehicle attended the high-profile event. The IDEA is the first vehicle in the Bright Automotive product line; Bright says it plans to produce 50,000 units in 2013. A suggested retail price has not yet been released.

Although the concept vehicle was demonstrated with Bridgestone Turanza tires, the IDEA will ultimately be fitted with Bridgestone-brand Ecopia tires as the original equipment fitment. The Ecopia tire line incorporates Bridgestone's latest and best low-rolling-resistance technology. Ecopia targets fuel-efficient vehicles, including hybrids and electric vehicles, and will be used in original equipment and replacement applications.

"We are elated to showcase our Bridgestone brand on the IDEA, a new "green" vehicle filling an important market niche and also complementing our company's desire to conserve our natural resources," said Mike Martini, President Original Equipment, U.S. & Canada, Consumer Tire Sales Division, Bridgestone Americas Tire Operations. "The IDEA is a perfect fit for the Bridgestone brand Ecopia tire line which is designed to optimize performance and provide low-rolling resistance which leads to improved fuel economy -- all of which are important to today's environmentally conscious consumer."

According to John Waters, CEO and President of Bright Automotive, "We named our first vehicle the IDEA because of the role it will play in helping revolutionize American transportation and moving the country toward a more secure and sustainable energy future."

Waters added, "We know it is possible to achieve dramatic, breakthrough fuel efficiency and deliver tremendous customer value. This is the compelling idea that drives our company and it is fully captured in our first vehicle."

Bright Automotive claims it is able to maximize platform and fuel efficiency by incorporating lightweight materials, advanced aerodynamics, and low-rolling-resistance tires to use less combined energy. On a full charge, Bright says the IDEA will operate in all-electric mode for the first 30 miles before switching to hybrid mode for a full range of 400 miles. Tests to support this efficiency demonstrated the IDEA consumes a half gallon of gasoline for a typical drive of 50 miles - equivalent to 100 mpg, when in the best-case its claimed 100-mpg capability is based on a 50-mile daily use schedule. Basically, after each full charge, it can run 30 miles on pure electric power before its gasoline engine steps in to recharge the lithium-ion battery pack, a function that will require roughly a half gallon of gasoline to propel the vehicle an additional 20 miles. (This is very similar to the way the Chevy Volt extended-range electric vehicle is intended to operate.) Of course, as the fine print always says, "your mileage may vary."

Waters has applied for a $450 million loan from a Department of Energy program designed to help automakers develop fuel-efficient technology and hopes to begin production of the vehicle by 2012. Waters says the company will target fleet, rather than retail, customers, because fleet customers buy vehicles in large quantities, which helps bring down the cost and eliminates the emotion present in car-buying.

"We feel there would be a rapid adaptation and adoption of vehicles in the fleet sector," Waters said.

Bright Automotive (www.brightautomotive.com) boasts about its experienced PHEV, hybrid and electric vehicle team. Waters himself is no stranger to the electric vehicle arena, having developed the battery pack for General Motors first production electric vehicle, the EV1; other company executives and engineers have spent years working for such major auto manufacturers and suppliers as Chrysler, Delphi, Eaton, Johnson Controls, Sun Power Technologies and the ZF Group. Launched out of the Rocky Mountain Institute, Bright Automotive benefits from the involvement of such partners as Alcoa, Duke Energy, Google.org, Johnson Controls, and the Turner Foundation.

By Brandy Schaffels
AskPatty Editor