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Elevate is the successor brand to Firestone Building Products’ commercial roofing, wall and lining business. LafargeHolcim agreed to buy the business from Bridgestone Americas in January 2021, then introduced Elevate in June 2022. By April 2024, the company said the Firestone name had been fully discontinued for these products. Elevate says the rebrand changed the customer-facing name and ownership structure, while product families such as RubberGard EPDM and UltraPly TPO, manufacturing methods, standards, distribution, applicators and warranties continued.
This history concerns Firestone Building Products, not the separate Firestone tire heritage. The two businesses shared a name but are not the same corporate story.
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Firestone Building Products was a building-envelope business within Bridgestone Americas. In the acquisition announcement issued by LafargeHolcim and Bridgestone Americas on January 7, 2021, the companies said the business had been founded in 1980. Its focus was roofing and other building-envelope systems rather than automobile tires.
The portfolio included commercial roofing membranes, wall systems and lining systems. Those products were sold through a network that included company representatives, distributors and licensed applicators. For building owners and contractors, the Firestone name on a membrane or warranty identified this construction-products operation, even though the broader Firestone name is also associated with tires.
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That distinction matters when reading older specifications, inspection reports or warranty documents. A reference to Firestone roofing generally points to the former Firestone Building Products business, not to a tire company product or a complete history of Firestone Tire & Rubber Company.
The ownership and brand timeline
| Date | Event | What it means |
|---|---|---|
| 1980 | Firestone Building Products was founded, according to the 2021 acquisition announcement. | The construction-products business had its own operating history inside Bridgestone Americas. |
| January 7, 2021 | LafargeHolcim announced an agreement to acquire Firestone Building Products from Bridgestone Americas. | The announced transaction value was $3.4 billion. The release also reported estimated 2020 net sales of $1.8 billion; both figures were announcement-era numbers, not current valuation or revenue. |
| April 2021 | Elevate’s history page says Holcim Building Envelope became part of Holcim Ltd. | The acquired business moved into Holcim’s building-envelope organization. |
| June 21, 2022 | Firestone Building Products announced its new Elevate identity. | Firestone roofing, wall and lining systems became Elevate, and Firestone Building Products was presented as Holcim Building Envelope within Holcim’s Solutions & Products business unit. |
| August 30, 2023 | Holcim Building Envelope reported manufacturing expansion and capital investment. | The company said nearly $12 million had been invested at its Muscle Shoals, Alabama, TPO plant. |
| April 1, 2024 | Elevate told customers that use of the Firestone brand for these products had been fully discontinued. | Current product and warranty research should use Elevate documentation rather than assuming a new Firestone-branded publication exists. |
The acquisition price, historical sales estimate and plant-investment figure are company-reported numbers tied to specific dates. They should not be read as today’s purchase price, annual revenue or total investment across the business.
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Why LafargeHolcim bought the business
The 2021 announcement described the purchase as an expansion of LafargeHolcim’s building-solutions portfolio. Firestone Building Products brought an established roofing and building-envelope operation, manufacturing capacity and relationships with distributors and applicators. The release’s $3.4 billion transaction value and estimated 2020 sales of $1.8 billion indicate the scale the buyer attributed to the business at the time.
After the acquisition, the business was organized as Holcim Building Envelope. Holcim later used the Elevate name to present roofing, wall and lining products under its own brand architecture. The change was therefore both an ownership transition and a branding decision: Bridgestone no longer owned the construction-products business, and Holcim chose not to keep Firestone as the customer-facing name.
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What changed when Firestone became Elevate
The name on products and documents
The June 21, 2022 announcement said Firestone’s roofing, wall and lining systems would carry the Elevate name. This affected packaging, literature, websites, labels, sales materials and other customer-facing references. By April 1, 2024, the company’s customer letter stated, “Today, we have fully discontinued use of the Firestone brand.”
The corporate presentation
Firestone Building Products became part of Holcim Building Envelope, within Holcim’s Solutions & Products business unit. A current submittal, specification or warranty may therefore identify Elevate or Holcim Building Envelope even when an older project was designed around Firestone Building Products.
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Installation instructions, technical specifications and warranty requirements should now be obtained from Elevate Technical Services or the official Elevate website. Regional documents can differ, so a contractor should confirm that the document applies to the project’s location, system assembly and installation date.
What the company said did not change
In announcing the 2022 rebrand, the company said the transition would retain the people, products, standards, sales representatives, distribution network, licensed applicators and warranties associated with the former business. It specifically named RubberGard EPDM and UltraPly TPO as product lines that would remain in the market.
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In its April 2024 customer letter, Elevate added that products continued to be made in the same U.S. locations using the same materials, formulations, manufacturing methods and quality programs. These are company statements about continuity. They are not an independent test or certification that every project, formulation or warranty term is identical across every year and region.
| Area | Company-described position | How to apply it to a project |
|---|---|---|
| Product families | RubberGard EPDM and UltraPly TPO continued under Elevate. | Match the exact product name, thickness, reinforcement and accessory requirements in the current specification. |
| People and sales support | People and sales representatives were retained through the transition. | Use current Elevate contacts for design questions rather than relying on an outdated Firestone phone number. |
| Distribution and applicators | The distribution network and licensed applicators were said to remain. | Confirm that an installer is currently authorized for the specific Elevate system and region. |
| Standards and warranties | The 2022 announcement said standards and warranties would remain. | Read the warranty issued for the actual installation; do not infer coverage solely from a legacy brand name. |
| Manufacturing | The 2024 letter said U.S. locations, materials, formulations, methods and quality programs were unchanged. | Treat this as the manufacturer’s continuity statement and verify current submittals for any system revision. |
Is Elevate the same as Firestone roofing?
For brand-history purposes, Elevate is the successor to Firestone Building Products’ roofing business. A Firestone-branded RubberGard EPDM or UltraPly TPO reference generally points to a product family that the company says continued under the Elevate name.
“Same” does not mean that every document is interchangeable. A roof assembly can depend on membrane thickness, reinforcement, adhesives, fasteners, insulation, cover board, edge metal, climate exposure and local code requirements. The company’s continuity statements support tracing the product families and manufacturing operation through the rebrand, but the current Elevate specification and warranty control what may be installed today.
For an existing Firestone roof
- Record the membrane name, thickness, reinforcement and any printed lot or product code.
- Collect the original warranty, installer information, approved accessories and maintenance records.
- Ask Elevate Technical Services to identify the current equivalent literature and compatible repair materials.
- Before a repair or replacement, confirm whether the work affects the original warranty and whether an authorized applicator is required.
For a new roof specification
- Use the current Elevate system specification, details and attachment requirements.
- Check that insulation, adhesives, fasteners, primers and flashing accessories are approved for that system.
- Confirm the warranty type, term, inspection requirements and regional conditions in writing.
- Make the brand transition explicit in project records if older drawings still say Firestone Building Products.
What the 2023 investment announcement tells you
On August 30, 2023, Holcim Building Envelope reported nearly $12 million in capital investment at its Muscle Shoals, Alabama, TPO plant. The release described manufacturing expansion following the rebrand. That figure is a company-reported investment at one facility, not a measure of the entire Elevate manufacturing network or proof of a particular product’s performance.
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For customers, the practical significance is that the post-acquisition organization continued to invest in production capacity. It does not eliminate the need to check lead times, approved products or regional availability when scheduling a project.
Do not confuse Elevate’s history with Firestone tire history
Firestone’s tire heritage is a separate historical subject. The Elevate UK history page currently contains a statement that “Harvey S. Elevate” founded an “Elevate Tire & Rubber Company” in 1903 to manufacture tires for mass-produced automobiles. That wording conflicts with the 2021 acquisition announcement, which identifies 1980 as the founding year of Firestone Building Products, and with the separate Firestone tire heritage material.
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Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteThe 1903 passage appears to be a name-substitution or content error on the Elevate page. It should not be used as evidence that Elevate or Firestone Building Products began as a tire manufacturer in 1903. The reliable distinction is straightforward: the building-products business is documented as founded in 1980, while the tire company has its own earlier history.
How to verify a legacy Firestone reference today
- Identify the document date. Determine whether the specification, submittal or warranty predates the 2022 brand announcement or the April 2024 discontinuation of the Firestone name.
- Identify the exact system. “Firestone roofing” is too broad for a technical decision. Record whether the project uses RubberGard EPDM, UltraPly TPO or another system, plus membrane and accessory details.
- Obtain current Elevate literature. Request installation instructions, technical specifications, approved accessories and warranty requirements from Elevate Technical Services or the official Elevate website.
- Check the region. Confirm that the document and warranty apply to the project’s country, state or province and to the intended installation date.
- Confirm installer status. If the warranty requires a licensed or authorized applicator, verify that status before work begins.
- Document the transition. Keep the old Firestone reference with the current Elevate cross-reference so future inspectors and owners can follow the product history.
What building owners and contractors should remember
- Firestone Building Products was a Bridgestone Americas building-products business founded in 1980, not simply another name for the tire company.
- LafargeHolcim announced its acquisition in January 2021 for a stated $3.4 billion transaction value.
- Firestone roofing, wall and lining systems adopted the Elevate name in June 2022 under Holcim Building Envelope.
- Elevate said in April 2024 that the Firestone brand had been fully discontinued for this business.
- The company describes continuity in products, people, standards, distribution, applicators, warranties and manufacturing, but current project decisions still require current Elevate documents.
- RubberGard EPDM and UltraPly TPO are named product families that continued through the rebrand.
Bottom line
Elevate is what Firestone Building Products became after its sale from Bridgestone Americas to LafargeHolcim and its subsequent integration into Holcim Building Envelope. The visible change was the brand; according to the company, the core product families, manufacturing approach, support network and warranty framework continued. Treat older Firestone references as legacy documentation, then verify every current specification, accessory and warranty requirement through Elevate.
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