American tyre giant Firestone says it is ready to take on the UK with more force this year and 'become one of the main players in the tyre market' in 2014. 

A Firestone spokesman said the company will draw on its historic experience in its marketing this year, combining the Formula One inspiration of Jim Clark and John Surtees with an historic Indy 500 association and a clutch of world land speed records.

The historic brand has been undergoing a marketing ‘brush-up’ in recent months and says it is now in a position to offer a compelling proposition to motorists and dealers alongside Bridgestone’s more premium tyres.

Its new 4x4 ‘Firestone Destination’ tyre will be unveiled in June and will coincide with what it describes as 'a concerted effort to increase awareness – and ultimately sales – through a variety of campaigns'.

The famous Firestone badge will play a prominent part in the company’s marketing efforts, which will centre around its rich motorsport heritage, including synonymous links with the Indy500 series and Art Arfon’s world land speed records on his ‘Green Monster’ in the 1960s, which was fitted with Firestone tyres.

Firestone’s north region communications manager Andy Dingley said: "We see our Firestone offering as playing a pivotal role for us in 2014. The brand is powerful, endearing and we believe it can become one of the main players in the tyre market.

"There is a great sense of heritage associated with Firestone and from our research, we know that it is steeped in tradition and respect, with an association with genuine quality. We really do feel that we can offer motorists a product to be sure of, which will complement our premium Bridgestone range perfectly."

The Indy 500 was part of the Formula One World Drivers’ Championship between 1950 and 1960, and every Indy 500 in this period was won with Firestone tyres. 

The first non-Indy Formula One race win for Firestone was by Ferrari driver Ludovico Scarfiotti at Monza in the 1966 Italian Grand Prix.   

In all, a total of 49 races were won on Firestone tyres, with drivers such as Jim Clark, John Surtees, Graham Hill, Emerson Fittipaldi and Mario Andretti all taking the top step. 

The final victory was in the 1972 Italian Grand Prix at Monza, where Fittipaldi won for Lotus, en route to becoming the then youngest-ever Formula One World Champion.   

Mr Dingley added: "This year promises to be an extremely exciting one for Firestone, with a new 4x4 tyre set to be revealed in June and eye-catching marketing campaigns, created around a number of historic sponsorships and sporting associations. We are in a great position to enjoy a successful 2014, and we feel we have good reason to be optimistic."