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Fuzion is made by Bridgestone Firestone (BFS), and is positioned as their inexpensive associate brand. The idea for another brand inside BFS came from the realization that a large segment of the North American market does not want to pay a premium for a recognized brand.  Fuzion tires can be priced affordable because of manufacturing synergies with the other BFS products, as well as far less advertising costs. The Fuzion product line up covers Sport Performance, SUV and Touring.