20 June 2001: Bridgestone has launched a new ultra high performance tyre which draws its key technology from Formula 1. The name Potenza S-03 Pole Position also reflects its origins.

Directly from the brand's Formula 1 experience is a compound formulation which considerably reduces the rate of rubber hardening, minimising increase in noise and deterioration in wet performance as a tyre ages.

A dual layer tread construction improves wet handling by exposing a progressively larger area of a high grip tread as the tyre wears.

The Potenza S-03 Pole Position is targeted towards the super sports segment, the highest performance category of the passenger car market. Demand from this segment has doubled in Europe over the past five years, a trend which is expected to continue. TW