The Product of the Year award, which was received by Gurhan Cevikel, Head of Marketing MEA at Bridgestone, grants one-year license to the manufacturer to use the Product of the Year logo as a stamp of recognition for its high-quality product. Bridgestone is the first tyre manufacturer and the only automotive company to win this prestigious award, which further underscores the unwavering commitment to support sustainable manufacturing as well as its global remarkable investments and achievements for research and development (R&D).

The Bridgestone Dueler All-Terrain A/T002 is renowned for its aggressive tyre design that ensures better adaptation and reaction over different types of terrains. The advanced all-terrain design enables drivers to seamlessly tackle challenges in off-roads drives. Bridgestone developed this ideal All-Terrain tyre by evaluating the expectations of end-users, which signifies the company’s commitment to produce breakthrough innovations and technologies that help make cities safer.

Gurhan Cevikel, Head of Marketing MEA at Bridgestone said: “We are honoured to receive this award, which highlights the groundbreaking innovations and technological advancements that we made to ensure sustainable manufacturing. This recognition received for Dueler All-Terrain A/T002 signifies our efforts to incorporate innovative technologies into the tread design, compound and construction.”

“We have pushed the limits of traditional tyre production to create innovative, high-performance products such as Dueler All-Terrain A/T002 that have the lowest environmental impact. Our innovative practices reflect our commitment to adhere to our mission of 'Serving Society with Superior Quality'. With the launch of Dueler All-Terrain A/T002, we were able to set off on a journey where innovation meets adventure, which is atestament to Bridgestone’s tradition of excellence in performance and sustainability,” he added.

Bridgestone has released the new Dueler All-Terrain A/T002, which comes in 43 sizes between 15 and 19 inches. The Virtual Tyre Development technology that was used in the design and testing of the all-terrain tyre, aided significantly in reducing the amount of raw materials and CO2 emissions produced during the development process.

Over the years, Bridgestone has created an exceptional selection of cutting-edge, high-performing tyres with an original equipment emphasis that can satisfy the constantly changing, cutting-edge demands of the mobility sector.

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Bridgestone, a global leader in tyres and sustainable mobility solutions, partnered with Gear Up Events for the UAE Supercar Rally for supercar enthusiasts. The captivating six-day rally, brought together exclusive supercars alongside breathtaking landscapes to showcase the excitement of high-performance driving.

The Supercar Rally brought together two major clubs for a drive along the best roads in the UAE. Guests of the UAE-based ‘Gear Up Private Members’ club and USA-based ‘King Luxe Club’ came together to create a convoy for the grandest supercar rally of the year. Over 30 exclusive guests attended the high-octane event, which made the rally a tremendous success.

The event further reinforced Bridgestone's strong association with performance tyres, as the company offers a wide range of premium tyres designed specifically for supercars. Taking advantage of a lifetime opportunity, participants got to experience the excitement of driving some of the most iconic supercars worldwide on roads that exemplify the highest standards of motoring.

Jacques Fourie, Vice President and Managing Director of Bridgestone Middle East and Africa, said: "The UAE Supercar Rally represents a landmark event in the motoring calendar of the region. We are truly pleased to have partnered with Gear Up Events and welcome supercar enthusiasts to join us for the six-day adventure through the stunning landscapes of the UAE. The event is perfectly aligned with Bridgestone's commitment to building excitement and promoting a sense of community in the world of mobility.”

The rally kicked off in Dubai with a spectacular welcome party that set the stage for a memorable journey. Participants then formed a convoy of supercars and drove along the iconic routes of Hatta and Khalba before arriving at the opulent Address Beach Resort, which offered a perfect setting for relaxation against a backdrop of mesmerising coastal panoramas.

The rally's crowning achievement was reaching Jebel Jais, the highest mountain in the UAE, where hairpin turns excited drivers and tested their vehicles to the limit. At the highest point, rally drivers were also treated to an exhilarating zipline adventure that guaranteed an unforgettable experience. The adventure continued as the rally took participants on a grand voyage of stunning mountain roads and attendees had the opportunity to fully immerse themselves in the region's rich mix of culture and natural beauty as day 4 came to an end. 

The journey continued onward to Ritz-Carlton Al Wadi, where guests enjoyed the best of Arabian hospitality, while admiring breathtaking views of the desert.  The rally culminated in an exciting adventure through the Al Badayer Desert, where participants navigated through exhilarating dune buggy trails before returning to Dubai, marking the end of an unforgettable driving adventure.

Bridgestone's collaboration with Gear Up also aligns with the company's E8 Commitment, which emphasises the importance of 'Emotion - Committed to inspiring excitement and spreading joy to the world of mobility.' The partnership exemplifies the company's vision to launch similar endeavours in the future, resulting in robust networking opportunities for motorsports enthusiasts.

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Bridgestone, a global leader in tyres and sustainable mobility solutions, in collaboration with La Main Douce, an esteemed non-governmental organisation (NGO) based in Morocco, hosted the ‘Road Safety Village’ event for 160 children with with autism, learning disabilities, and Trisomy 21. The event, held recently, was a day packed with activities and educational sessions designed to provide an engaging setting for children with special needs, allowing them to learn and enhance their road safety knowledge.

The initiative offered a range of engaging activities, such as a Road Safety Workshop where children could learn the value of road safety through hands-on, interactive exercises meant to equip them with the essential knowledge and abilities to help them navigate safely.

Children were also introduced to the idea of environmental responsibility through a Tyre Recycling Workshop, which provided an informative and interactive way for them to learn about recycling and sustainable practices. In addition, a Montessori Workshop fostered children's creativity and individual development through activities inspired by a child-centred approach to education.

As a part of the event, Bridgestone also scheduled a meeting with medical experts, which provided vital insights into the unique challenges and demands of children with special needs.  The discussion was a critical step in better understanding the children and developing programs that could more effectively meet their unique needs in the future. Bridgestone further indicated its plans to continue partnering with La Main Douce and expand its efforts to support specially-abled children.

Jacques Fourie, Vice President and Managing Director of Bridgestone Middle East and Africa said: "We at Bridgestone are honoured to collaborate with La Main Douce to steer this remarkable endeavour. We remain committed to the well-being of children and hope to support them to maintain their overall safety. The 'Road Safety Village' event is only one milestone in our continuous endeavours to accomplish this goal. The program is also a manifestation of our ‘Way to Serve’ motto, which captures the essence of our company's long-standing belief in serving society with superior quality and shaping a better world, while also contributing to the growth of our stakeholders.”

The program also mirrored Bridgestone's E8 Commitment, which is more than just a corporate pledge, but rather an initiative to improve the lives of all community members. By collaborating with La Main Douce, Bridgestone successfully reaffirmed its resolve to provide all children and individuals with opportunities to learn, grow, and thrive.

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As part of the initiative, ARN, the UAE's leading radio station group, aired an original track composed by Bridgestone during the week, that encouraged motorists to make safer decisions by highlighting the futility of taking shortcuts on highways. The song was broadcasted as the opening commercial on all ARN stations.

Jacques Fourie, Vice President and Managing Director of Bridgestone Middle East and Africa said: “At Bridgestone, we consider it our responsibility to promote safe mobility habits from the ground up and contribute to shaping a safer society. This initiative, which supports the Bridgestone E8 Commitment value of ‘Ease: Committed to bringing comfort and peace of mind to mobility life,’ promised to improve road safety standards and promote community wellbeing. Moreover, the UN Global Road Safety Week initiative allowed us to stand united reduce accidents and create a safer environment. As a team, we are confident that we can make a positive impact on communities and promote their overall safety.”

With the latest initiative, Bridgestone asserted that lane changes are one of the major factors for accidents on the UAE’s highways and emphasised the importance of maintaining road safety for reliable mobility systems. The company will continue promoting community-driven initiatives that foster safe mobility, while still providing quality solutions to its customers.

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مارس 2023: كشفت "بريجستون"، إحدى الشركات الرائدة عالمياً في مجال حلول التنقل المستدامة والمتطورة، عن أحدث إطاراتها الخاصة بالطرق الوعرة والتي تحمل اسم ديولر A/T  697 في متجر "أوف رود زون 4×4"، والذي نظّم فعاليةً مؤخراً للقيادة في الصحراء واختبار الإطارات الجديدة.

شكَّل الحدث فرصةً متميزة لـ "بريجستون" للتواصل والتفاعل مع مجتمع محبي القيادة على الطرق الوعرة وإبراز منتجاتها المخصصة لهذا المجال وتسليط الضوء على أهمية سلامة الإطارات، ولاسيَّما في هذه الطرق. وأعربت "بريجستون" عن امتنانها للدعم الذي قدَّمه كلٌّ من "أوف رود زون 4×4" الذي نظَّم الفعالية؛ وDial-a-Tire، شريك "بريجستون" للسلامة والذي قام بتوفير شاحنات نقل صغيرة لإجراء اختبارات السلامة للسيارات قبل القيادة. وتأتي هذه الفعالية تماشياً مع "التزام بريجستون E8"، إذ أنَّها تهدف إلى تعزيز ثقة العملاء والأجيال القادمة بمنتجات الشركة.

وقال جاك فوري، نائب الرئيس والمدير العام لشركة بريجستون الشرق الأوسط وأفريقيا من "بريجستون": "تواصل "بريجستون" العمل في إطار التزامها بتعزيز السلامة المرورية من خلال برامج تعليم السائقين وحملات التوعية المجتمعية، إلى جانب حرصها على تطوير المنتجات والحلول الحديثة والمبتكرة. وكان التركيز خلال الفعالية على الترويج للمشاريع الهامة ومشاركة أفضل الممارسات والتباحث في التحديات التي تواجه جهودنا الاستراتيجية الحالية. ونؤكِّد التزام "بريجستون" بتوفير الإطارات عالية الجودة التي تناسب جميع الاستخدامات، فضلاً عن الحلول المستدامة المتنوعة التي توظف أحدث تقنيات الإطارات وتحقق أعلى معايير السلامة بتكلفة اقتصادية."

وتسعى "بريجستون" إلى ترسيخ مكانتها كمساهم أساسيٍّ في منظومة التنقل العالمية وتأكيد حرصها على توفير مقومات السلامة والراحة من خلال تبني التكنولوجيا الحديثة والارتقاء بمعاييرها، وتطوير المنتجات المتقدمة، وتعزيز الوعي المتعلق بالسلامة المرورية محلياً وعالمياً.

- انتهى –

  مارس 2023 – تؤكد بريجستون، الشركة العالمية الرائدة في مجال الإطارات وحلول النقل المستدامة، التزامها الراسخ بسلامة السائقين، وحرصها على المحافظة والارتقاء بمستوى السلامة على الطرقات في كافة اختصاصاتها، بما فيها الإطارات.

ويتجلى هذا الالتزام في منتجاتها، وبالأخص في إطارات تورنزا 6 الجديدة من بريجستون، والتي تمّ تصميمها استناداً إلى البحوث المكثفة المتعلقة بالمستهلكين من السائقين الأوروبيين، وتلبيةً لتطلعاتهم وتوقعاتهم فيما يخص إطارات الرحلات الصيفية وتحديات القيادة اليومية. وتعد إطارات تورنزا 6 من بريجستون الأفضل في فئتها في الفرملة على الطرقات الجافة، لتوفر للسائقين إطارات جديدة كلياً تلبي احتياجاتهم وتوقعاتهم للسلامة والأداء المتميز في الظروف الجوية الجافة، فضلاً عن إمكانية قطعها مسافات طويلة جداً باستهلاك محسن للوقود.

وبعد الإطلاق العالمي للإطارات، نظمت بريجستون الشرق الأوسط فعالية في منطقة البحر الميت في الأردن، بمشاركة شركاء الشركة من منطقة المغرب العربي (المغرب، وتونس، والجزائر) وبلاد الشام (لبنان، والأردن) ومصر لاستعراض الأداء المتميز لإطارات تورنزا 6 الجديدة كلياً. وتسنَّت للحضور فرصة تجربة الخصائص المميزة للإطارات على الطريق، بما فيها نظام الفرملة على الطرقات الجافة، في تجربة قيادة ليس لها مثيل على طول ساحل البحر الميت.

وتلتزم بريجستون بتعزيز الاستدامة في المجتمع بالتعاون مع شركائها وعملائها لتطوير حلول تنقل مبتكرة وصديقة للبيئة. ووضعت الشركة العديد من الاستراتيجيات الرامية لتحقيق طموحاتها في الاستدامة، والتي تضمن رؤيتها البيئية طويلة الأمد باستخدام مواد مستدامة بنسبة 100% بحلول عام 2050. ويعكس حفل الإطلاق التزام بريجستون في ترسيخ تحالفاتها مع شركائها، إذ أن العمل الجماعي والتعاون أحد أهم أولوياتها وركائز رئيسية للنجاح. وتثمّن بريجستون مشاركة أفضل الممارسات مع شركائها للنهوض بمستوى كفاءة العمليات التشغيلية الداخلية وتحسينها.

السلامة والأداء

أثبتت إطارات تورنزا 6 تفوقها وقوة أدائها على منافسيها من نفس الفئة في الفرملة في المناطق الجافة، وذلك من خلال الاختبارات التي أجرتها (TUV SUD)، إحدى أبرز المؤسسات المستقلة لاختبارات المركبات في أوروبا، فضلاً عن كونها الأفضل في مناورات الانعطاف وأدائها المتميز في السير على خط مستقيم. كما تتميز الإطارات بتحقيقها أفضل علامة في الاتحاد الأوروبي من الدرجة الأولى في الفرملة الجافة.

بفضل تقنيات ENLITEN وTECHSYN  الرائدة والمتطورة، والتي تمّ تطبيقها لأول مرة على الإطارات الاحتياطية من بريجستون لتورنزا 6، يحصل السائقون على مزايا مستدامة وأكثر كفاءة، بما فيها القيادة لمسافات طويلة و باستهلاك محسن للوقود. وتجعل هذه المزايا إطارات تورنزا 6 مهيأة للسيارات الكهربائية، حيث تساهم في الارتقاء بأدائها عبر توفير البطارية وضمان تحكم ممتاز وكفاءة أعلى في تحمل الاهتراء وضوضاء أقل لضمان راحة السائق.

التزام بريجستون بالسلامة على الطرقات

وفقاً لمنظمة الصحة العالمية، فإن هنالك أكثر من 1.35 مليون شخصاً يتوفون في حوادث مرورية على الطرقات حول العالم سنوياً، وحوالي 20 إلى 50 مليون شخصاً يعانون من إصابات غير مميتة ولكنها قد تغير من أسلوب حياتهم. وعليه، تسعى بريجستون، إلى جانب تطوير إطارات مخصصة مثل تورنزا 6 التي تركز بشكل أولي على السلامة، إلى مواجهة مشاكل السلامة على الطرقات والمساهمة في تحقيق هدف الأمم المتحدة للتنمية المستدامة رقم 3.6، والذي يستهدف خفض عدد الوفيات والإصابات العالمية الناجمة عن حوادث المرور إلى النصف بحلول العام 2030.

ودعماً لهذا الهدف، تقوم بريجستون بالعديد من مبادرات سلامة الطرق حول العالم، بما فيها عمليات التفتيش على سلامة الإطارات، والتدريب على السلامة على الطرق، والبرامج التعليمية، فضلاً عن مبادرتها الأخيرة بالتبرع بمليون دولار لصندوق الأمم المتحدة للسلامة على الطرق. ويتماشى التزام الشركة في السلامة على الطرق مع رؤية بريجستون المؤسسية "التزام بريجستون E8"، والتي تمثل التزاماً عالمياً واسع النطاق، يحدد ملامح القيمة المضافة التي تعمل الشركة على تقديمها للعملاء والمجتمع وأجيال المستقبل ضمن ثمانية محاور رئيسية.

وقال إيميليو تيبيريو، الرئيس التنفيذي للعمليات والمدير التقني في شركة "بريجستون أوروبا والشرق الأوسط وأفريقيا": "الحياة رحلة، وتلتزم بريجستون في جعلها رحلة آمنة. وتكشف الأبحاث الأخيرة حول حوادث الطرق حجم الجهود اللازمة للحد من هذه الحوادث. وفي إطار مساعيها لتكون القيادة تجربة ممتعة وآمنة للجميع، تلتزم بريجستون بإطلاق مبادراتها العديدة ومنتجاتها الحديثة، بما فيها إطارات تورنزا 6، التي ترتقي بمستوى السلامة والأداء، لتساعد السائقين في المحافظة على مستويات السلامة والتحكم حتى على الطرق الجافة."

ومن جهته، قال جاك فوري، نائب الرئيس والمدير العام لشركة بريجستون الشرق الأوسط وأفريقيا: "بصفتها شركة عالمية رائدة في حلول التنقل المتطورة والمستدامة، تتولى بريجستون مسؤولية الارتقاء بالتنقل الآمن وأساليب الحياة لتعزيز الاستدامة في المجتمع. ويعدّ التزامنا بتوفير أفضل الخدمات والتقنيات مدعوماً بشغفنا لتحقيق التميز. ونحن سعيدون بهذه الفرصة لتسليط الضوء على إطارات تورنزا 6 الجديدة كلياً، فضلاً عن مشاركة خبراتنا في المجال لقطاع كبير آخذ بالتوسع في السوق. كما نسعد بتزويد عملائنا بتجربة قيادة ممتعة بأعلى مستوى من الأمان."

يذكر أن إطارات تورنزا 6، والتي تمّ تطويرها وتصنيعها في أوروبا، متاحة الآن في المنطقة لسيارات الركاب وسيارات الدفع الرباعي على الطرق، سواء كانت سيارات ذات محركات الاحتراق الداخلي أو هجينة أو سيارات كهربائية.

- انتهى –

October 2022: Bridgestone, one of the world’s leading tyre and mobility solutions providers, in collaboration with WOQOD, organised the #CheckedbyBridgestone campaign across four WOQOD petrol stations in Qatar to boost tyre safety awareness in customers and promote road safety. The eight-day campaign, which commenced in September 2022, was held over four weekends in different locations, during which free visual tyre checks were conducted.

The campaign was held at the WOQOD petrol station in Al Hilal, Wadi Al Banat, Umm Ghuwailina and New Salata.

During the campaign, drivers and car owners were provided information on various tyre check-up services, including checking tread depth, tread wear, tyre damages, inflation pressure and benefits of using nitrogen gas for inflating tires. Tyre protection is a crucial measure for customers, fleet owners and drivers to maximise uptime. It is necessary to maintain the health of tyres as they are essential for braking systems, as well as supporting heavy loads with better stability and control.

Stefano Sanchini, Regional Managing Director, Bridgestone Middle East and Africa, said: “Through such campaigns, we aim to advocate tyre safety among drivers and car owners to boost road safety awareness in Qatar. We, at Bridgestone, are actively collaborating with WOQOD to provide optimum information on the hazards of tyre wear and tear, and the need to check Tread Wear Indicators (TWI). Motorists should be aware of these tyre conditions from an early age as road safety is the most crucial part of driving, along with vehicle inspection and tyre maintenance. It is highly beneficial to keep vehicle running conditions in check to avoid any untoward incidents while in transit.”

This collaborative effort aids the industry in creating awareness among technicians and drivers about tyre inspection requirements stipulated by the authorities. Bridgestone has been committed to the safety of its customers, along with delivering state-of-the-art mechanical and operational excellence. The company continues to encourage its customers, fleet owners, operators, and other industry personnel to follow guidelines regarding tyre maintenance through campaigns like #CheckedbyBridgestone, which aims at promoting safety in the mobility sector.

Tyre maintenance plays an important role as the rolling resistance affects fuel consumption and emissions. The age of tyres, the wear and tear and inflation pressure have a major part in ensuring safety, performance, ride comfort, and stability on loose or wet roads. Reduced rolling resistance of tyres can be achieved by correct inflation pressure, which helps the tyres work better and wear less, in turn reducing fuel consumption.

With safety and comfort of mobility in mind, safety awareness activities such as tire-safety inspections for customers and the community are essential to ensure the peace of mind of commuters. Bridgestone strives to educate the coming generation on road safety for enhanced quality of life in local communities. The company also provides optimum traffic safety training for its employees to ensure safety across the value chain, which contributes not only to traffic safety through its products and services but also in its day-to-day operations.

Bridgestone’s initiatives reflect its commitment of ‘Empowerment: Committed to contributing to a society that ensures accessibility and dignity for all’ and ‘Ease: Committed to bringing comfort and peace of mind to mobility life’ under its ‘Bridgestone E8 Commitment’.

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Steve Fowler, Auto Express Editor in Chief said: “Topping the tables in all four of our wet and dry braking and handling tests, the Bridgestone Potenza Sport is our top summer tyre in 2022. It felt direct and secure in the wet and had a clear braking advantage, too. And with a sporty edge that can take punishment at speed, it's clear that Bridgestone has a tyre to beat the best.”

The ultra-high performance tyre came out on top over six rival products when tested in the 18in size in another significant triumph, having won the AutoBild sportscars’ sports tyre test in 2021.

Potenza Sport best performances in both dry braking and cornering and straight line stability versus competitors in the premium segment were also confirmed by tests carried out by TUV SUD, one of Europe’s most respected independent automotive testing institutes, upon the tyre’s launch last year.^[1]

Andrea Manenti, Vice President, Bridgestone North Region commented: “We are thrilled to win the Auto Express 2022 Summer Test Award, for the Bridgestone Potenza Sport and Bridgestone are extremely proud of the product and this accolade re-enforces the high performance of this tyre”.

Available in 96 sizes from 17’’ to 22”, the Potenza Sport combines Bridgestone’s pioneering spirit and expertise in high performance tyres with extensive market research to keep drivers in control while unlocking the performance of their vehicle. 

When initially developing the tyre, Bridgestone wanted to create a product that met the expectations drivers have in high performance tyres, while also addressing the everyday challenges they face. That is why comprehensive market research was undertaken to begin the Potenza Sport development: Bridgestone interviewed over 3,800 end-users across Europe and their input represented the foundations from which an ultra-high performance tyre was engineered to meet drivers’ needs and expectations of control and confidence. 

To achieve the Potenza Sport’s cutting-edge performance, Bridgestone applied various new, innovative technologies in tread pattern, compound and construction. The tyre’s tread design applies several new cutting-edge features, including innovative 3D sipes to increase shear stiffness, with benefits in braking and abrasion resistance; the compound, thanks to an optimized formula combined with innovative mixing technology, improves wet and dry performances.

Bridgestone also uses a new hybrid crown reinforcement to maximise the tyre’s stability performance at high speed. A sporty carcass package is also applied to increase stability performance and steering response, while optimising rolling resistance. 

Fundamental to the design and creation of the Potenza Sport is Bridgestone’s proprietary timesaving, environmentally friendly virtual tyre development technology. The technology enables Bridgestone to very accurately predict a tyre’s performance at development stage, without physically producing and driving it. Not only does this bring environmental benefits by saving resources, it also reduces the length of the development process and cuts the project’s time to market. 

Bridgestone’s Potenza Sport and its tyre technology as a whole aligns with the Bridgestone E8 Commitment that serves as the axis to drive management while earning the trust of future generations.   The Bridgestone E8 Commitment is a broad, global corporate commitment that clearly defines the value the company is promising to deliver to society, our customers and future generations in eight focus areas; Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment. These provide a compass to guide strategic priorities, decision making and actions throughout every area of the business.

The Potenza Sport aligns with ‘Emotion: Committed to inspiring excitement and spreading joy to the world of mobility.’

Khalid Qureshi, Communications & Trade Marketing Lead Bridgestone, was part of the high-profile panellists who discussed road safety management and best practices. Bridgestone is one of the active members of the Dubai Chamber Sustainability Network.

During the session titled ‘Road safety best practices,’ Qureshi shared with the participants Bridgestone’s highly successful ‘Eyes on the Road’ and 'Eyes on the Road' Ramadan initiative that focuses on the wellbeing of UAE truck drivers. 

He also spoke about Bridgestone’s sustainable and efficient fleet management and mobility solutions whilst promoting his organisation’s Corporate Social Responsibility (CSR) programme in the local business community.

He was joined by Dr. David Marsh, Project Director, Sheida International Co. LLC, Sultanate of Oman; Roshan Menon, Quality Assurance, Safety and Project Manager Emirates Group; M.S. Sridhar, Group HSEQ & Sustainability Manager, Tristar Group, and the session was moderated by Syed Atif Ali, Program Manager CSR, Dubai Chamber of Commerce.  

More than 60 participants from various companies in the region attended the online session. The task force’s member companies, industry experts, and technology providers tackled during the event a host of topics affecting road safety. These included vehicle safety features, journey management techniques, fatigue management, maintenance and repairs, driver wellbeing, and driving behaviour.

Stefano Sanchini, Regional Managing Director, Bridgestone Middle East and Africa, said: “We, at Bridgestone, are dedicated to the safety of roads not only through our high-quality products and innovative solutions but also by educating drivers. Our discussions are geared toward promoting relevant initiatives, best practices, and challenges facing our efforts today. Dubai Chamber Sustainability Network provides us with a platform for sharing expertise that would help accelerate our joint endeavours to prevent accidents and road traffic injuries. It facilitates collaboration between the most brilliant minds in the business.”

Bridgestone’s ‘Eyes on the Road’ campaign, which offers free health screenings to truck drivers, forms part of its CSR progamme promoting the safety of everyone whilst on the road. It emphasises the need to look after the health of truck drivers who spend long hours on the road delivering goods and commodities.

Qureshi said: “Safety is a value that is reflected in the quality of our products. That is why our CSR campaign is very important to us. We appreciate the hard work and long hours that truck drivers dedicate to delivering goods and commodities, and we demonstrate this through our ‘Eyes on the Road’ campaign. A potentially life-saving health check campaign, the campaign aims to improve fitness and road safety and reflects our responsibility to keep them and everyone around them safe on the roads.”

Bridgestone, which seeks to become a major player in the global mobility ecosystem, transforms its passion for safety and comfort by setting new standards of technological advancement, offering high-quality products, and raising road safety awareness in the region and worldwide.

Guided by its unchanging mission, “Serving Society with Superior Quality,” the Bridgestone Group has embarked on its new Bridgestone 3.0 Journey following its “third foundation.” Placing sustainability at the core of management and business, the Group strives to realize its vision “Toward 2050, Bridgestone continues to provide social value and customer value as a sustainable solutions company.” Bridgestone 3.0 Journey 2022 Integrated Report describes its progress and plans toward enhancing corporate value over the medium- to long-term by accelerating transformation toward a sustainable solutions company based on the “Bridgestone E8 Commitment”, a corporate commitment aimed at realizing this vision.

Bridgestone 3.0 Journey 2022 Integrated Report comprehensively compiles the financial and non-financial information that had previously been presented in the Company’s annual reports and sustainability reports^*4 in order to provide a more unified look at Bridgestone’s unique value creation process, which merges business strategies with sustainability initiatives. The Bridgestone Group hopes this report will serve as an invitation to various stakeholders to co-create new value while better understanding the Group’s unique activities and plans in which business strategy and sustainability initiatives are fully integrated.

Global CEO Shu ISHIBASHI offers the following message with regard to publication of Bridgestone 3.0 Journey 2022 Integrated Report.

“We will accelerate the Bridgestone 3.0 Journey toward a sustainable solutions company together with employees, society, our partners, and customers with the “Bridgestone E8 Commitment” as the axis to drive management while earning the trust of future generations. I hope this report will become an opportunity to earn your empathy toward our mission, vision and corporate activities. For the sake of the Earth, which future generations of children have entrusted in our care, would you join us our journey?”

The following is an overview of the topics, key points, and activity progress^*5 reported on in Bridgestone 3.0 Journey 2022 Integrated Report.

Management’s Commitment Toward Vision

   Management’s commitment toward realizing a sustainable society with the “Bridgestone E8 Commitment” as the axis, detailed through “Global CEO Commitment”, “Global Leaders Roundtable”, and “Message from the Global CFO” in the report

Realization of Mid–Long Term Business Strategy with Sustainability at its Core

• Overview and Information on the progress of the Mid–Long Term Business Strategy, which places sustainability at its core of management and business, and of Mid Term Business Plan (2021–2023), a concrete action plan for implementing this strategy, on core businesses, growth businesses, and exploratory businesses
• Overview and information on the progress of initiatives for accelerating the implementation of the Sustainability Business Framework, which links our business models with efforts toward circular economy and carbon neutrality throughout the value chain
• Information on initiatives related to intangible assets (human capital, innovation, intellectual capital, designs, etc.), an area of rising interest among stakeholders

Initiatives for Building Trust to Propagate Value Co-Creation

•  Information on global initiatives for achieving harmony with nature and communities, and motorsports activities for building the trust of society, partners and customers that is indispensable to value co-creation to realize the “Bridgestone E8 Commitment”

Management Fundamentals for Value Creation

 Information on the following compliance, risk management, and other management fundamentals

•  Climate change and environmental risk management initiatives and enhancement of information disclosure based on the recommendations of the Task Force on Climate-related Financial Disclosures
•  Revision of the Global Human Rights Policy in 2022, disclosure of human rights and labor practice targets, and progress of human rights due diligence initiatives including identification of human rights issues requiring priority attention at global bases through third-party human rights risk assessment conducted in 2021
•  Revision of the Global Sustainable Procurement Policy in 2021 to include provisions regarding working together with business partners to ramp up eco-friendly procurement activities and promote respect for human rights, disclosure of information on key performance indicators and targets reflecting this revision, management of risks related to conflict minerals, and implementation of grievance mechanisms.

Bridgestone, a global leader in tyres and rubber providing solutions for safe and sustainable mobility, bagged recently the ‘Innovative Sustainable Tyre Technology Provider of the Year’ recognition at the premier 'Sustainability Innovation Awards 2022.’

The company won the award for contributing to safe and fuel-efficient travel through its wide range of innovative tyres. Bridgestone accepted the honour during the awarding ceremony held at Sofitel Dubai The Palm Resort and Spa.

Stefano Sanchini, Regional Managing Director, Bridgestone Middle East and Africa, said: “The latest achievement proves that our efforts to help build a sustainable mobility future have been making a huge difference in our industry. This further inspires us to intensify our initiatives by deploying the right technologies and embracing other innovations that will propel our shared sustainability agenda. Our efforts will remain guided by our mission focusing on ‘Serving Society with Superior Quality’ and Bridgestone Group’s worldwide ‘Our Way to Serve’ Corporate Social Responsibility (CSR) commitment.”

“We would like to thank the organisers and judges for recognising our contribution towards innovation and excellence. With sustainability as our focus, we will further strengthen our commitment to research and development in the coming years. Congratulations to the entire Bridgestone family on yet another milestone this year,” he added.     

The Sustainability Innovation Awards 2022 is one of the leading events that honours the sustainability initiatives and projects of all sectors in the Middle East. The Awards recognises individual excellence, corporate strengths, and project success.

Bridgestone has been active in linking its business model to circular economy and carbon neutrality across the value chain. This has led to the implementation of its numerous sustainability programs such as its carbon footprint reduction initiatives.

Reducing its carbon emissions forms part of the tyre company’s long-term environmental goals, which include contributing to Milestone 2030 and fulfilling the initiatives under its   E8 Commitment.

The E8 Commitment is a powerful expression of Bridgestone’s corporate commitment towards 2030. It provides a framework for the company’s continued evolution as Bridgestone 3.0 and the transformation of its business model.

Aiming to become a leader in sustainable mobility and advanced mobility solutions, Bridgestone remains committed to pushing the boundaries of what is possible in engineering to deliver new cutting-edge and sustainable products.

 May 2022 - Bridgestone Middle East, India, and Africa (EMEIA) put green mobility in the spotlight anew during its participation at the premier Automechanika Dubai Network on Sustainability. Held recently, the forum formed part of Bridgestone’s overarching efforts to help build a more sustainable mobility ecosystem in the wider region. 

Berna Akinci, Bridgestone MEA’s Head of Marketing, was one of the resource speakers of this year’s Automechanika. During her lecture titled ‘Shaping A Sustainable Future of Mobility,’ she provided her insights on the developments and trends impacting the tyre industry today.

Akinci was joined by key international industry experts who tackled sustainability disruptors and mobility trends, amongst other topics.  

Akinci said: “To decarbornise the transport industry, stakeholders have been collaborating for efficient implementation of key climate actions over the years. Automechanika provided us another ideal venue to bring our discussions to the next level. During the event, we demonstrated how Bridgestone continues to push boundaries to deliver sustainable, high-performing tyres and implement cutting-edge tyre technologies. Through our efforts we aim to demonstrate how we prioritise sustainability to help make mobility more environment-friendly for the sake of the current and future generations.”  

Bridgestone is known for its longstanding commitment to environmental sustainability and mission. The company’s leadership and employees are committed to changing the game by being leaders in sustainable behaviour.

This commitment is evident in its numerous key programmes such as its Sustainability Business Framework and the E8 Commitment. The latter covers the organisation’s climate change mitigation efforts and investments in new energy economy.

Bridgestone also ensures that sustainable practices are employed and improved across the enterprise. By doing so, it aims to be a responsible steward of the environment and a shining example of corporate sustainability.

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Bridgestone made the statement during its participation at the Electric Vehicle Innovation Summit (EVIS), which is being held from May 23 to 25, 2022 in Abu Dhabi. During the summit, the company noted the growing demand for premium tyres and tyre technologies specific to EV requirements.

Stefano Sanchini, Regional Managing Director at Bridgestone Middle East, and Africa said: “Bridgestone is fully committed to aligning its business model with circular economy and carbon neutrality across the value chain. Knowing that EVs are vital innovations to reduce the transport sector’s carbon emissions, we are moving towards developing tyres that can answer all relevant needs concerning this special type of vehicle.”

Sanchini shared his insights on the sustainable mobility revolution at EVIS as one of the panellists of this year’s gathering. The Bridgestone executive was part of the panel discussion titled ‘Investing in the Future of Mobility.’

He was joined by Mike Granoff, Managing Partner at Maniv Mobility (Israel); Alex Gilbert, Head of Energy & Electrification‐ Commercial Development at Transport for London (UK); Sophia Nadur, Managing Partner at bp Ventures (UK); and Karine Singh, Managing Director at Total Energies (UAE). Ahmed Samir Elbermbali, Managing Director at Clean Energy Business Council (UAE), moderated the panel discussion. 

“Investing in technologies able to support the future of transport is crucial. To be a part of the global sustainable mobility ecosystem, we have to be more proactive in achieving our long-term environmental targets and goals. For Bridgestone, it has been engaged in pioneering superior products for accelerated EV development and adoption,” Sanchini added.

Bridgestone offers a portfolio of superior EV tyres and tyre technologies that are engineered to provide excellent handling and control, short braking distances and exceptional grip in all weather conditions.

Capitalising on huge opportunities in the EV market, the leading tyre brand formed a partnership with electric car startup Fisker to launch an all-electric SUV in several European markets. 

It also acquired the Arvento Mobile Systems, a digital fleet solutions provider that offers fleet management services to customers in Turkey and the Middle East. In addition, it teamed up with Webfleet Solutions to help boost the efficiency of the automotive market.

Ultra-low rolling resistance and optimised design for an EV that delivers an incredible range in the real world

Bridgestone designed bespoke Turanza Eco tyres that combine its proprietary and lightweight ENLITEN Technology to reduce tyre rolling resistance and weight by up to 20%[1], along with its ologic technology designed to enhance battery range by means of a large tyre diameter to reduce rolling resistance, and a narrow tyre width to reduce aerodynamic resistance.

In collaboration with Mercedes-Benz’s aerodynamic department, the tyre also comes with optimised sidewalls and a bead area design that match the covers mounted on the 20-inch, forged-magnesium wheels, greatly improving the tyre’s aerodynamics.

Virtual tyre development

The tyres were developed using Bridgestone’s virtual tyre modelling and simulation capabilities, which enable a digital version of an in-development tyre to be created and tested. Using this technology means that development time was cut considerably.

Bridgestone leveraged the virtual environment for a large part of the development process, enabling prediction of how the tyre would perform in different conditions before physically building it. The increased flexibility offered by virtual tyre development enables Bridgestone to test far more variants of a given tyre, thanks to the speed at which modifying a tyre’s digital twin and immediately testing it can take place. Additionally, this virtual tyre development delivers multiple environmental benefits, as both natural resource use and exhaust emissions are cut, thanks to a lower number of prototypes that need to be produced and tested.

A successful co-development

The collaboration on this project sets the stage for the future of EV tyres and is underpinned by a shared EV-ready vision between the companies.

Emilio Tiberio, COO & CTO at Bridgestone EMIA, said: "As part of our commitment to help shape a sustainable future of mobility, Bridgestone is proud to have co-developed with its long-term partner the right tyres for a project as innovative as this. The Mercedes-Benz VISION EQXX is a project that is totally aligned with our own EV ambitions and targets, especially as we are investing to make electric mobility more efficient and accessible through a fully integrated approach. This includes pioneering premium tyres and tyre technologies able to tackle the greatest EV challenges. This is especially true as we heavily invest in EV tyre development – currently allocated over 30% of our R&D resources – and improve upon our technologies in 2022.”

This project aligns with the Bridgestone E8 Commitment that serves as the axis to drive management while earning the trust of future generations. The Bridgestone E8 Commitment consists of 8 Bridgestone-like values starting with the letter “E” (Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, and Empowerment) that Bridgestone will commit to creating together with employees, society, partners and customers to realize a sustainable society. This project aligns with “Energy: Committed to the realization of a carbon neutral mobility society”, “Ecology: Committed to advancing sustainable tire technologies and solutions that preserve the environment for future generations” and “Efficiency: Committed to maximizing productivity through the advancement of mobility”.

[1] Based on Bridgestone internal data comparing Bridgestone premium summer tyres with and without ENLITEN Technology in the same tyre size (92Y 225/40R18 XL).

Potenza Sport, an ultra-high performing tyre, received the award - highlighting Bridgestone’s commitment to producing breakthrough innovations and technologies that help make cities safer. Bridgestone is the first tire manufacturer and the only automotive company to win this prestigious award.

The announcement was made during a gala ceremony of Product of the Year, the world’s largest consumer-voted award for product innovation, at the One and Only Royal Mirage in Dubai Marina. Stefano Sanchini, Regional Managing Director of Bridgestone Middle East and Africa received the award which grants one-year license to the manufacturer to use the Product of the Year logo as a stamp of recognition for its high-quality product.

Sanchini said: “We are delighted to have won this award in recognition of our breakthrough innovations and technological advancement in achieving sustainable manufacturing. Bridgestone Potenza is the culmination of our efforts to integrate new technologies in the tread pattern, compound, and construction.”

“Our tyre development technology reflects how we push the boundaries to create cutting-edge, high-performance products with the least impact on the environment. It validates how hard we work every day at the company to meet our 'Serving Society with Superior Quality' mission statement,” he added.

The Bridgestone Potenza Sport, which offer unsurpassed traction and control, has been custom developed by Bridgestone to enhance driver experience, while also empowering cars to achieve their full potential. This high-performance tyre’s tread design has incorporated new, sustainable technology to improve braking and abrasion resistance.

With Original Equipment focus, Bridgestone has developed a superior range of innovative, high-performing tires that can meet the ever-evolving advanced requirements of mobility.   

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The company’s ‘Eyes on The Road’ initiative will feature a series of events during the holy month of blessings across different parts of the country. It reflects Bridgestone’s efforts to foster a sense of community and belonging, especially for those who are spending Ramadan in the country alone.

To celebrate the festive spirit of the season, truck owners and drivers will be treated to an evening of delicacies, warm welcome and games. The activities will be staged in decorated truck rest areas and majlis that will be set up by the Bridgestone team.  

Additionally, Bridgestone will offer them free health check-ups at various truck stops throughout the campaign. A physiotherapist will be on board to conduct comprehensive movement, spine and posture screenings while a nutritionist will provide the most appropriate diet plans for them to stay physically and mentally healthy during Ramadan.

This health component of the campaign forms part of Bridgestone’s continuing ‘Eyes on the Road’ wellness initiative to monitor the health condition of truck drivers given the long hours they spend on the roads, as well as help build a healthier and safer society worldwide. 

The ‘Eyes on the Road’ Ramadan campaign follows Bridgestone’s global ‘Serving Society with Superior Quality’ philosophy, which emphasizes that a business that contributes to society would do well by doing good.

Stefano Sanchini, Regional Managing Director, Bridgestone MEA, said: “Not all fleet drivers have the luxury to celebrate Ramadan with their families because either they are living far away from their home countries, or they are always on the road. Many miss the gatherings and sharing of meals with their loved ones, especially during this season. The aim of our latest ‘Eyes on the Road’ campaign is to allow them to experience the joyous spirit of Ramadan.”

“Our free medical check-ups, on the other hand, are part of our continuing initiative for the health of our drivers and the safety of our roads, both of which are among our priorities. We invite both truck owners and drivers to catch our events and participate in the celebration,” he added.        

The campaign kicked off recently in Fujairah and will make a stop in Abu Dhabi and Dubai. More than 600 fleet drivers are expected to participate in Bridgestone’s UAE-wide Ramadan activities.

Bridgestone, a global leader in tyres and rubber providing solutions for safe and sustainable mobility, has announced their strategic partnership with BMW AGMC during an event at the Dubai Autodrome in the presence of representatives from both companies.

Bridgestone will be supplying AGMC’s new BMW M Series with their Potenza tyres which offer unsurpassed traction and control, allowing customers to fully experience the thrill of driving. The tires are designed to enhance driver experience, while also empowering cars to achieve their full potential. This high-performance tire’s tread design has also incorporated new, sustainable technology to improve braking and abrasion resistance.

An exclusive driving experience marked the partnership as guests tested the tires in action on the tracks. The Potenza tires build further on Bridgestone’s legacy of expertise to deliver high performance tires which provide leading performance and outstanding control. The tires have also been chosen by various other reputable car brands.

The BMW M Power Experience provided motor enthusiasts with the opportunity to feel the power and intensity of BMW M vehicles at the Dubai Autodrome, the region’s first fully integrated motorsports facility, which provided the ideal venue for a thrilling experience. 

Stefano Sanchini, Regional Managing Director of Bridgestone Middle East and Africa said, “At Bridgestone, we recognize the power of teamwork as a cornerstone of success, and are moving strongly in this direction of partnership, leadership, and excellence. We are confident in the capability of our Potenza tires to maximise the potential of the BMW’s M-Series. At Bridgestone, we are committing to creating more efficient mobility solutions and services than ever before. Our tires are future oriented, sustainable, and focused on meeting the demands that may arise over the next two to five years, and beyond.”

Jochen Becht, AGMC spokesperson, Marketing Director Rolls-Royce, BMW, MINI said, “We are delighted to announce this exciting partnership alongside Bridgestone. Our M vehicles are all about unlocking potential when it comes to power and driving dynamics and with the Potenza tire we have another market-leading product to help us achieve this.  Having trust in a tire is critical when maximising performance so the traction and control the Potenza offers fits perfectly alongside the M Series. We know the incredible capability of our vehicles and are proud to work alongside a partner who can help us even further enhance the driving experience for our M Series customers. We are heading to establish AGMC as the pinnacle for driving experience in Dubai and northern Emirates and are very delighted to found in Bridgestone a strong partner to help us in achieving our goals.”

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The event was held to honour and reward the champions of the truck and fleet sectors for their outstanding performance. Bridgestone secured the award in recognition of the organization’s contribution towards innovation and excellence, as demonstrated by their wide range of technologically advanced products and services. These innovative technologies have been aimed at fulfilling the pressing demands on the tyre industry to deliver products that aid safe and fuel-efficient travel. The award further highlights Bridgestone’s calibre in producing innovations and state-of-the-art technology that help make cities smarter and safer.

Stefano Sanchini, Regional Managing Director, Bridgestone Middle East and Africa said, “Bridgestone is delighted to have earned this award in recognition of our innovative capabilities. Technology constitutes the foundation of our vision for the future as we continue to transform into a mobility solutions provider. We are striving to embed the most advanced solutions that will promote safety, efficiency, and sustainability. This award is especially dedicated to the valuable employees at Bridgestone, who put in a tremendous amount of hard work to embody our mission statement- ‘Serving society with superior quality.’”

Bridgestone has always been the champion for encouraging innovations in the tyre industry. Their smart tyres are focused on enhancing driver experience by utilizing exciting future technology that provides real-time road surface condition information and evaluation to the driver through a sensor located inside the tire tread. The sensor wirelessly sends the information to the vehicle's analytical equipment, and this information is then transmitted directly to the driver through an in-car display.

Some other advancements have been Bridgestone’s iTrack solutions, a new monitoring system for detecting tyre damage issues in real-time, TPMS for mining and off-the-road tyres, and Webfleet Solutions- whose applications range from transport management systems and on-board cameras to mileage and HGV specific navigation.

Bridgestone has always set a high benchmark as a leader in tyre innovation. By securing this award, the company has further underlined its commitment to create more innovative and sustainable technologies while also supporting global communities.

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Bridgestone Middle East showcased anew the power of its innovative, high-performing tyres at the recently concluded BMW AGMC-led M Festival at the Dubai Autodrome.  

During the one-day, action-packed event, Bridgestone had set up its own fan zone at the motorsports circuit for the guests to try its racing simulator through which they played and competed with their friends and families.

Bridgestone also took the opportunity to bring to the renowned motorsport spectacle the 10 winners of its #MPoweredByBridgestone Instagram contest.  The winners had a spectacular moment at the Dubai Autodrome track, with them having the chance to meet BMW M Precision driver Fabian Duffieux and experience exciting hot laps.

“My track experience involved speeds exceeding 260km/h in the BMW M5. Experiencing the drive from the passenger seat, which consisted of ‘hot laps,’ was a surreal experience in itself. The fact that I was driven by qualified instructors had made the terrific ride a very smooth experience. From lightning-fast driving experiences to great crowds and all-around positive vibes, the festival was definitely a big hit,” said Bridgestone contest winner Arjun Manoharan.

“This was truly a festival that made all adrenaline junkies’ dreams come true. Bridgestone made me absolutely fall in love with the performance of its tyres and gained a new appreciation for what the products offer in terms of driving experience. The entire festival was pretty much full of entertainment. They capped off the evening with great music,” added the Bridgestone winner.

The crowd that trooped to the M festival was immersed in epic moments and experiences while catching a glimpse of the future of the highly praised M brand. An intense and exhilarating ride, the event was full of adrenaline-pumping activities.

Stefano Sanchini, Regional Managing Director, Bridgestone Middle East and Africa said, “The M fest was an environment where the winners of our contest and our customers got to experience the thrill of the track. The event was the result of our fruitful collaboration with BMW AGMC, and we look forward to working with its team again to host similar initiatives as we continue to collaborate to bring solutions that address and anticipate the needs of our customers.”

Jochen Becht, AGMC spokesperson, Marketing Director Rolls-Royce, BMW, MINI said, “This weekend’s M Fesival was the perfect way to celebrate our M Series vehicles, and test their true potential with our partners at Bridgestone.

“To see so many people enjoying this experience was a real thrill, and testament to the passion people have for motoring. We can’t wait for more events like this alongside our partners at Bridgestone.”

The event followed after Bridgestone’s announcement that it has been selected to supply the new BMW M-Series with Original Equipment Potenza tyres across the entire vehicle range in the region.

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For a long time, vehicles and an entire sector behind its production have been associated with masculine interests. However, with the advancement of society, more women have shown their capability to fulfill important roles in various industries, including the automotive sector. We see more women taking jobs that were previously labeled ''for men only", including leading boardrooms across the globe.

These changes are most certainly a welcome change, and we believe there is still a huge space for women to excel in the automotive industry. It is the right time for women to take up key roles, lead, and create an impact on communities. However, it is important to take time to assess the changes in the sector and work with areas that need more improvement. This will help address the global efforts to reduce the gender gap and create a more empowered women workforce.

The first step was to examine the work distribution about gender pay in this sector traditionally dominated by men. We found that an increasing number of women are employed in automotive; however, some areas such as production floors still see a lower ratio. This impacts the overall gender pay gap.

Often, the case is not about discrimination but rather about skills and drive. In this context, many female automotive technicians gain the advantage to be paid higher than their male counterparts owing to the special ability to excel in a largely men-dominated field. This drive often increases productivity, promotions, and eventually, higher pay.

However, a larger paycheck should be based on performance, regardless of gender to ensure fairness as employers need to strive towards gender equality while rewarding efforts and abilities. The most important focus should be how to increase gender balance across all business areas and operations.

Another factor is the technology, which can support in enabling “true diversity” in the workplace and play a significant role in the growing number of women in automotive. It offers the chance to level the playing field. As the concept of avehicle moves away from just being a transportation tool towards a service-based consumer device, women can fulfill a significant gap in skills shortage considering their expertise, abilities, and skills. In addition, thanks to the flexibility provided by technology, women are also given the chance to continue working with schemes such as working from home, remotely operating machines, or participating in projects.

The industry sees women as leaders and technical experts, changing and breaking gender stereotypes. Indeed, things have improved, and technology integration adds value not just to female employees. It has also paved the way for increased job posts, hence, more opportunities for everyone.

One of the key challenges in the sector is how to retain women employees and attract more that would be engaged in driving growth within the sector. Leaders and executives play an important role in making this happen by adopting and promoting the importance of diversity and inclusion in the sector right from their level and capacity. For instance, board composition, succession planning, and hiring practices should align with the principles and goals of creating an attractive working environment for female employees.

If automotive companies are not proactive in creating and promoting an appealing workplace conducive to gender equality, they might miss vital competitive advantages. Leaders should develop a comprehensive understanding of what makes the sector attractive to women, then explore opportunities that could attract female employees.

Encouraging women early and often to pursue career ambitions in this sector will provide more reasons to stay in the company. Leaders should explore ways to encourage them by removing the biases that discourage them from joining the sector such as ensuring a work-life balance and introducing mentorship or sponsorship programs to assist them in career growth. This will help them move forward in the path that they want to take.

Just like every industry, the automotive sector is far from perfect. However, the increasing number of women in the field is a major milestone and sets a benchmark for more industries to provide more opportunities. It all starts with recognizing and respecting diversity, acknowledging ideas from diverse viewpoints, as well as establishing a system where employees can perform their duties and demonstrate their abilities with peace of mind.

With this, we can expect and see more women taking the driver’s seat of their lives and contributing to the industry’s growth, steering it towards a more sustainable, gender-equal, and advanced future.