PHOENIX, Arizona – Heat waves shimmering off the hot tarmac, a group of automotive media gathered at Firehawk raceway watched two identical Honda Civics free-roll down gigantic Hot Wheels-style ramps. Since we're here to learn about the newest Bridgestone Ecopia EP422 low rolling-resistance tire, we're only marginally surprised to see the Ecopia-clad Civic coast to a stop about 25 metres further than the vehicle clad in conventional Bridgestone Turanza tires.

Photo: Lesley Wimbush/Auto123.com

So then, what better way to demonstrate the tire's effectiveness than to have the cynical and world-weary press experience the difference through their own exertion and aerodynamics (or lack thereof)?

We're directed towards a fleet of oversized tricycles; those painted silver are clad with conventional Bridgestone Turanza tires, while the trikes painted a vivid lime green are – you guessed it – clad with environmentally friendly Ecopias.

Clambering aboard the silver trikes, the whistle blows and we pedal furiously towards the finish line, lifting our feet off the pedals and coasting once over the line. The spirit of competition flourishes as several riders crouch, jockey-like, in order to reduce their aerodynamic drag. Despite the many differences in both technique and driver weight, all of the trikes coasted to an eventual stop several yards from the fence.

Repeating the exercise onboard the green, Ecopia-equipped trikes, I notice a discernible improvement in overcoming inertia; in other words, it's easier to get moving from a standstill to a brisk pace. During the coasting portion, several of us not only reach the fence, but end up shooting through a gap and eventually rolling to a stop not far from the track's entry gates.

Bridgestone claims the Ecopia EP422 offers 36 percent less rolling resistance than the compared Turanza. We certainly came away convinced by the 40 to 50-metre difference in our tricycle test.

So how is this relevant to the average driver who wants an economical tire, but without sacrificing safety and performance?

Photo: Lesley Wimbush/Auto123.com

Most of us are still stinging from the hard hits we've taken at the pumps recently. In the last few years, vehicles have been increasingly more fuel-efficient, thanks to more stringent regulations and consumer demands. And yet, most people don't realize what an important role tires play in their vehicle's efficiency.

How much fuel a vehicle consumes is directly related to its effort to overcome inertia, or resistance to moving. Low rolling-resistance tires are designed to reduce weight, through thinner sidewalls and generally shallower tread depth. As mentioned earlier, Bridgestone Ecopia EP422 offers 36 percent less moving resistance than the comparable conventional tire, while the Dueler H/L 422 Ecopia, designed for CUVs and light trucks, is 42 percent less resistant to rolling than the regular Dueler tire. Depending on variables such as road and weather conditions, low rolling-resistance tires can improve your fuel economy by as much as 4 percent. That may not sound like much, but could save you hundreds at the pumps each year – almost enough to pay for the tires.

In the past, low rolling-resistance tires have been somewhat of a compromise; the dollars saved in fuel have come at a cost of decreased performance. Shallower treads, more flexible sidewalls and different composites generally resulted in poor performance and less grip. They wore out faster too, which pretty much cancelled out any fuel savings.

Photo: Lesley Wimbush/Auto123.com

The new Ecopia tires are formed from a compound created by Bridgestone's patented NanoPro-Tech (Nanostructure Oriented Properties Control Technology). In a nutshell, this is a process that binds the ingredients (silica, carbon and polymers) in a more evenly distributed blend for more consistent grip. The mixture is moulded into an all-season tread design incorporating notched shoulders for better cornering and independent centre blocks for improved dry grip.

New "fuel saver sidewalls" help return energy to the tire, and generate less heat. Bridgestone claims they do this by quickly regaining their original shape, a process called hysteresis.

Circumferential grooves channel water away for better grip on wet roads and help prevent hydroplaning, while the consistent use of silica helps improve traction by increasing the tire's flexibility.

During wet braking exercises, the Ecopia tires consistently outperformed the conventional tire by as much as 20 feet. Better carbon distribution helps contribute to the tire's longevity, since carbon helps reduce friction.

As its name suggests, the Ecopia brand is designed for improved environmental responsibility, not only through its reduction of fuel and subsequently lower emissions, but through the use of recycled materials and low-aromatic oils. Longer tire life and reduced overall weight also help to conserve resources.

Both the Ecopia EP422 (available in 29 sizes from 15-18") and Dueler H/L 422 (19 sizes from 16-20") are covered by a 105,000-km limited warranty.