Bridgestone is officially launching its new environmentally friendly tire, the Ecopia EP100, at the Chicago Auto Show.

It is designed to provide drivers improved fuel economy without sacrificing wet handling performance, according to the company.

“We know consumers are concerned about fuel economy and getting the most out of their tires,” says John Baratta, president of Bridgestone’s Consumer Replacement Tire division.

He goes on to note that the tire rollout “is a natural fit for the consumer and a well-timed option considering the challenges in today’s marketplace. This tire offers our lowest rolling resistance technology, which improves fuel efficiency — a direct benefit to consumers.”

The Ecopia incorporates the company’s “latest and best low rolling resistance technology,” Baratta says, targeting hybrids and electric vehicles. It will be used in original equipment and replacement applications.

The EP100 is the first aftermarket product in the Ecopia line destined for the North American market. It is a summer replacement tire fitment for vehicles such as the Mini Cooper, Toyota Prius, Honda Civic Hybrid, Nissan Versa and the Toyota Corolla along with a collection of conventional cars.

Available in H- and V-speed ratings, the tire has a UTQG of 400AB and will be offered in six sizes ranging from 14 to 16 inches. It is to be available in March during the first portion of a two-phase rollout set for this year.

The tire utilizes Bridgestone’s NanoPro Tech Technology, which offers improved performance by controlling the interaction between polymers, filler materials and other rubber chemicals used in the manufacturing process, according to Baratta.

Design elements include 3D Cut Circumferential Ribs to help reduce irregular wear and lessen road noise. Consistent Surface Contact, through a special tread block design, improves wet and dry handling and reduces irregular wear, he says. Interconnected Rib Blocks enhance wet performance and help reduce energy loss. High Angle Lateral Grooves are incorporated to help avoid hydroplaning.

“With the Ecopia EP100 we have integrated proprietary Bridgestone technologies to provide low rolling resistance, a smooth, quiet ride, and reliable wet handling and braking. All of these performance characteristics are in response to what the customer has been telling us they want and need,” Baratta adds.

For more information, visit www.bridgestoneamericas.com.