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.

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.