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.