JOLIETTE, Que.—Bridgestone Canada Inc. has announced plans to invest approximately $300 million to expand its Joliette, Que. tire manufacturing plant.

The company said the five-year investment will boost the facility’s capacity by as much as 3,000 tires per day, bringing its total production of passenger and light truck tires to 20,000 per day by 2023.

“Our investment in updated equipment and improved manufacturing processes reflects our ongoing commitment to identifying new, cost-effective and innovative ways to serve consumers, dealers and original equipment manufacturers,” Robert Verreault, the Joliette plant manager, said.

“Canada continues to represent an important market for our company, and this investment represents a tremendous opportunity for Bridgestone, Joliette, the Lanaudiere region and the North American markets by enhancing the long-term viability of this facility,” he added.

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In part a response to consumer demand for pickup trucks and SUVs, Bridgestone Canada will phase-in new equipment to help the plant produce larger diameter tires. Celebrating its 50th year in business this year, the Joliette facility has manufactured more than 150 million tires.

The company plans to break ground on the multi-phase project later this year.