Tire demand is expected to grow in the future in conjunction with rising automobile and transportation demand. Synthetic rubber is one of the primary materials used when producing tires and is generally produced from petroleum today. Used tires are also utilized as fuel mainly through thermal recovery in Japan and this utilization method emits CO₂ consequently.
Bridgestone Corporation and ENEOS Corporation announced the launch of a joint research and development project aimed at achieving the social implementation of "chemical recycling technologies that enable precise pyrolysis of used tires" This initiative contributes to accomplishing the shared sustainability vision of both companies.

With its co-creation partner LanzaTech NZ, Inc., a Carbon Capture and Transformation company, the Bridgestone Group seeks to develop a new business model that will create a post-consumer waste management strategy for used tires, while also driving increased adoption of sustainably sourced chemicals for commercial applications.
Applying LanzaTech’s carbon capture and gas fermentation process to used tires yields sustainably produced chemicals such as ethanol that can be converted to materials like PET for packaging, polyester yarn and surfactants used in consumer goods like laundry detergent. In addition, the Group and LanzaTech are jointly exploring proprietary microbe technology to identify more efficient pathways to produce butadiene, a key ingredient in new tire production.