A significant milestone has been reached in Australia’s 4×4 tyre market, with the four millionth Bridgestone Dueler A/T 697 sold and fitted—highlighting the continued popularity and proven durability of this long-standing all-terrain tyre.
The landmark tyre was recently fitted to a Ford Ranger owned by Mitch King at JAX Tyres & Auto Orange, adding to a growing number of Australian drivers who have chosen the Dueler A/T 697 for its reliability and versatility across varied driving conditions.
King, who travels regularly between Sydney and Orange, praised the tyre for its balance of off-road capability and on-road comfort. “It’s a bit insane to have the four-millionth tyre! It’s a great, versatile tyre. It’s capable off-road, it’s quiet and comfortable on-road. It does everything you want it to do,” he said. This is the second set of Dueler A/T 697s on his vehicle, having initially received them when purchasing the Ranger before briefly trying a mud-terrain option and returning to the Dueler for better all-round performance.
JAX Tyres & Auto Orange, part of a network of trusted tyre retailers around the country, regularly recommends the Dueler A/T 697 to customers. Franchisee and manager Ben Antoney said the product consistently delivers strong value for money. “Whether it’s performance, pricing, or mileage, their products are designed to meet every need,” he said. “To play a role in the milestone sale of the four millionth Dueler A/T 697 … WOOOAH! Impressive right!?”
Originally launched in 2012 as a successor to the Dueler A/T 694, the A/T 697 was designed to raise the benchmark in puncture resistance and wear life. It has since built a loyal customer base, particularly among those requiring a durable tyre for mixed-use applications. In recent years, Bridgestone has updated the range by introducing the Dueler A/T 002 in passenger construction, while the A/T 697 continues to be offered in Light Truck (LT) construction.
Sales Director for Bridgestone Australia, Claudio Sodano, said the milestone demonstrates the product’s standing among Australian 4×4 drivers. “Dueler A/T 697 has always been an impressive product, loved by repeat customers who have achieved up to 70, 80, or even 90 thousand kilometres on a set,” he said. “It’s a highly competitive product that continues to prove itself as durable, rugged, reliable and safe.”
Bridgestone ANZ Managing Director Heath Barclay added that the milestone sale reinforces the tyre’s legacy. “Bridgestone Dueler A/T 697’s legacy is built on durability, versatility, quality and wear life,” he said. “This is a tyre that has become an icon in Australia. It continues to be a trusted choice for 4×4 owners of all ages.”
While Bridgestone is marking this achievement, it’s ultimately a story about what Australian drivers demand from a 4×4 tyre: safety, durability, and consistent performance. The Dueler A/T 697 continues to deliver on all fronts.
