During its participation, Bridgestone engaged in a thought-provoking panel discussion titled ‘Electrifying Mobility: Accelerating the Transition to Electric Fleets’, which was moderated by Umer Khan, Founder of BEV Ready, UAE. Berk Berksoy represented Bridgestone at the panel discussion as one of its key speakers, along with Claudio Aiardo from Carasti, Anuvrat Gaurav from Sellanycar.com, Sam Cabani from Stellantis, Ib Kimose from Autorola and Mohammed Hamza from Eurostar Rental.

Bridgestone, along with key industry players, participated in the panel discussion, highlighting vital aspects required for the transition to electric fleets in the region. During the panel, Berksoy pointed out the relevance of setting ambitious goals for electrifying fleet operations in order to reduce carbon emissions and combat climate change challenges. In addition, he stressed the need for extensive investments in the development of charging infrastructure, while considering both challenges and opportunities in building a strong network of charging facilities.

The panel also explored Total Cost of Ownership (TCO), highlighting the significance of transitioning to electrification. Despite the initial cost involved, this shift can be highly beneficial, leading to long-term savings. Bridgestone, in particular, underscored the vital role of their expertise in TCO evaluation for those organisations weighing the economic impacts of adopting electric vehicles.

Furthermore, Bridgestone exhibited their innovative fleet optimisation and management solutions such as Webfleet and Toolbox allowing fleets to better manage their tyre operations as well as doing route optimisation, vehicle scheduling and predictive maintenance that collectively streamline operations and reduce costs. The panel further shed light on the significant role of government incentives and support in expediting the shift towards electric vehicles.

Jacques Fourie, President of Bridgestone Middle East and Africa said: “At Bridgestone, we consider our efforts in promoting innovation as a significant step in the path towards a sustainable future. Our participation in Mobility Live ME 2024 exemplifies our dedication to integrating cutting-edge technologies that support the industry’s expansion along with safeguarding our planet. Our goal is to create a mobility landscape that is more sustainable while ensuring safe and efficient journey for individuals.”

During the event, Bridgestone further highlighted its commitment to enhancing the efficiency and environmental sustainability of the commercial vehicles industry. In their dedicated booth, the company spotlighted Webfleet, their globally trusted fleet management solution. Currently serving over 60,000 customers worldwide, Webfleet empowers transportation companies to significantly reduce their carbon footprint. By offering tools to assess emissions, monitor vehicle status in real time, and implement effective fuel reduction strategies, Bridgestone is at the forefront of driving technological innovations that align with the urgent needs of modern transportation.

Recently, Bridgestone launched Webfleet in the UAE, which is a strategic move to pave way for promoting data-driven mobility solutions that support Bridgestone’s E8 Commitment to sustainability and innovation.

Bridgestone further highlighted the key role of effective collaborations and partnerships in deploying electric vehicles and developing the necessary infrastructure. Furthermore, Bridgestone discussed its strategies to overcome common challenges including range anxiety and the limited availability of suitable electric vehicles, providing practical solutions for organisations undergoing this transition.

Bridgestone’s active participation and contributions at the event served as a reaffirmation of its unwavering commitment to spearheading sustainable mobility solutions. During the event, the company emphasised its constant focus on innovation and strategic collaborations aimed at ensuring a greener and more sustainable future in transportation.

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Under the umbrella of its corporate strategy, the ‘E8 Commitment,’ Bridgestone partnered with well-known motorsports events, such as Rally Jameel and Rallye Aïcha des Gazelles, as well as hosted the adrenaline-pumping ‘Desert Divas’ event, to foster gender equality in sports by providing women with equal opportunities across all disciplines. Through these initiatives, Bridgestone sought to celebrate the strength, unwavering determination, and the undeniable power of female excellence in sports. All of these events provided an ideal platform for the company to assert that gender biases have no place in the world of motorsports.

Jacques Fourie, President of Bridgestone Middle East and Africa said: “Bridgestone’s steadfast dedication to supporting women in racing is demonstrated by our partnerships with Rally Jameel, Rallye Aïcha des Gazelles, as well as hosting of the Desert Divas event. We are committed to creating an inclusive atmosphere where all individuals, regardless of their gender, may prosper. Our continued commitment to promoting gender equality throughout the MEA region is reflected in these efforts, which are grounded in our core principles of diversity, equity, and inclusion.”

Bridgestone MEA partnered with Rally Jameel, the first women-only off-road rally in Saudi Arabia and the region. The rally, organised by Toyota Abdulatif Jameel included five stages with the participation of over 100 racers, representing 35 different countries. Setting forth an innovative and adventurous spirit, the rally spanned five days, covering a 1600 km long journey through off-road terrain from Hail to Jeddah, which encompassed stunning landscapes ranging from magnificent mountains to the Red Sea.

The unmatched performance and control of Bridgestone tyres, which was used for the event, allowed participants to experience the exhilaration of racing across challenging terrain. The rally further provided participants with key insights into the precision, resilience, speed, and efficiency of Bridgestone tyres. By partnering with this event, Bridgestone aimed to inspire a new age of female excellence in motorsports, emphasising its dedication to supporting programs and initiatives that empower women.

Bridgestone has further partnered with the ‘Les Amazelles’ crew, a dynamic team consisting of participants from Morocco, for the exhilarating 33rd Rallye Aïcha des Gazelles, which will be held under the patronage of His Majesty King Mohammed VI, from April 12 to 17, 2024. This partnership, which is part of a larger CSR initiative aimed at empowering women and honouring the communities it serves, exemplifies how Bridgestone’s values seamlessly aligns with the team’s core principles and unwavering spirit. By supporting ‘Les Amazelles,’ the company has reiterated its dedication to diversity, equality, and sustainable mobility, while also honouring the spirit of bravery, camaraderie, and innovative thinking embodied by the Rallye Aïcha des Gazelles.

Furthermore, Bridgestone Middle East recently hosted an exclusive and enthralling ‘Desert Divas,’ which was held in collaboration with Arabian Off-Roaders. This desert-drive event targeted at enhancing women’s position in the field of motorsports and creating more opportunities for them in all fields. The event presented participants with an unprecedented driving experience through the magnificent dunes and rugged terrain, rendered by the unmatched performance and control of Bridgestone tyres. The event underlined Bridgestone’s dedication to promoting gender diversity by proactively encouraging women’s participation and representation, guaranteeing women’s empowerment in the region. Furthermore, hosting this exclusive event is in alignment with its commitment to diversity, equity, and inclusion (DE&I).

In keeping with its E8 commitment, Bridgestone remains unwavering in its commitment to promoting gender diversity and inclusivity, which is demonstrated by its hosting of and partnerships with these sporting events.

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April, 2024: Bridgestone, a global leader in tyres and sustainable mobility solutions, proudly celebrates 50 years of successful partnership with Al Masaood Group, the Abu Dhabi-based conglomerate operating across multiple economic sectors. As part of the celebration, Bridgestone and Al Masaood will honour this milestone all year long with a number of exciting initiatives and activities and continue to strengthen connections within the community.

The Golden Jubilee has paved way for a range of initiatives and activities throughout the year, including trade activities, a dedicated communication plan to highlight major accomplishments such as Bridgestone’s Webfleet solution, CSR programs, sponsorships and media campaigns, among others. Bridgestone and Al Masaood have had a long-standing partnership based on trust, integrity and mutual respect. Together, both entities have successfully navigated challenges, seized new opportunities and consistently supported clients in Abu Dhabi and rest of the UAE with superior products and services.

Jacques Fourie, President of Bridgestone Middle East and Africa said: “We are celebrating 50 years of our collaboration with Al Masaood, a significant milestone that demonstrates the depth of our partnership and the values that unite us. We have always been grateful for Al Masaood team’s unwavering support and commitment to excellence. Through our longstanding partnership with Al Masaood, we've effectively embodied the essence of Bridgestone's E8 Commitment, delivering on the pillars of Efficiency, Extension, and Economy. As we mark this milestone, we look forward to continuing our journey together, delivering innovative solutions and driving success in the years ahead.”

Salah Adib, General Manager of Al Masaood Tyres, Batteries & Accessories said: "As we commemorate 50 years of partnership with Bridgestone, we extend our sincere gratitude to the wise leadership of the UAE, as well as to all the teams, customers and stakeholders who have been instrumental in our shared success. This accomplishment is a testament to the strong bond and mutual trust we have developed over the years. We have overcome obstacles and accomplished significant milestones together, and I have no doubt that our partnership will continue to propel us to new heights.”

For over five decades, Al Masaood has been Abu Dhabi’s official distributor of Bridgestone tyres for cars, trucks, as well as industrial and agricultural vehicles. This Golden Jubilee represents a significant milestone for both parties and sheds light on their shared dedication to excellence, innovation and community service.

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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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February 08, 2024: Bridgestone, a global leader in tyres and sustainable mobility solutions, launched its globally trusted fleet management solution ‘Webfleet’ in collaboration with its exclusive partners, Al Masaood Tyres, Batteries and Accessories (TBA) Division, part of Al Masaood Group and Nasser Bin Abdullatif Alserkal in the UAE. The official launch underlined the organisation's thrive to advance innovative technologies in sustainable mobility and optimise fleet operations.

Over 60,000 customers worldwide count on Bridgestone's reliable Webfleet fleet management solution to boost productivity, support drivers, increase safety, maintain compliance, and operate more sustainably. The launch of Webfleet in the UAE will pave the way for a more sustainable future through data-driven mobility solutions, aligning seamlessly with the company's E8 Commitment.

The launch event which featured interactive keynote speeches, product presentations, and discussions that examined the industry's transformative future, was attended by Bridgestone's local partners as well as other stakeholders, thought leaders, and experts. The event highlighted crucial elements of the evolving mobility landscape and Bridgestone's pivotal role in shaping the industry through Webfleet, its innovative fleet management solution.

Jacques Fourie, President of Bridgestone Middle East and Africa, commented, “Webfleet marks a significant turning point in our commitment towards shaping the future of mobility. With the launch of the solution in the UAE, Bridgestone reaffirms its dedication to delivering innovative solutions to promote advancement and growth, especially in light of the shift towards more sustainable operations. The launch also strengthens our leadership in sustainable mobility solutions, and we look forward to steering the course of innovation and driving positive change in the Middle East Africa region and beyond together with our valued partners."

Marcelo Godinho - Vice President Customer Success Emerging Markets, Bridgestone Mobility Solutions, said: “Webfleet's launch in the UAE is a strategic move and a next step in our global expansion strategy.  We are optimistic about the transformative impact that our globally trusted solution will have on fleet management in the region, beyond traditional telematics offerings, Webfleet will focus on providing businesses, both small and large companies, with actionable data insights to increase operating performance, reduce costs and increase road safety as well as enabling to run a more sustainable operation.”

Bridgestone’s goal to provide consumers with a wider array of fleet and digital mobility solutions is evident with the latest launch. This is particularly significant since the EMEA business currently provides fleet solutions for over 1.2 million vehicles.

The research and development teams at Bridgestone and Webfleet will continue to explore new opportunities and innovations, highlighting the company's commitment to progress, as well as helping customers take full advantage of its range of solutions. With a goal of empowering consumers, drivers, and other stakeholders through data-driven mobility solutions, the company is making strides towards ushering in a new era of efficient and sustainable mobility.

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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 EMIA, a global leader in tyres and sustainable mobility solutions, demonstrated its commitment to shaping the future of sustainable mobility with a series of engaging sessions at Automechanika Dubai 2023. The prestigious automotive event, which was held recently united industry leaders and experts to discuss and explore the evolving landscape of the automotive and service sectors.

Gurhan Cevikel, Head of Marketing MEA at Bridgestone, gave an informative keynote presentation titled ‘Shaping a Sustainable Future of Mobility,’ which gave attendees valuable insights into the company's vision and commitment towards sustainable mobility solutions. Bridgestone has consistently prioritised sustainable operations and is a strong proponent of green mobility around the world with innovation at its core to remain competitive.

Likewise, Gaurav Malhotra, Head of Consumer - PBU Middle East and Africa at Bridgestone EMIA, took centre stage as a panellist in the session titled 'Driving Forward: Navigating the Transforming Automotive Aftermarket Landscape.' The panel discussion was a lively evaluation of a wide range of subjects, including technological disruption, customer-centricity, sustainability, and supply chain optimisation. Malhotra's participation underlined the company’s long-term goals of advancing sustainability in the automotive aftermarket sector, while embracing modern technological advancements.

The company’s participation in the prestigious automotive event was even more significant as Bridgestone became the lead sponsor of the Automechanika Awards Dubai 2023. The inaugural event honoured and recognised exceptional individuals and high-achieving businesses that have had a significant impact on the MENA region's automotive aftermarket and service sectors.

Jacques Fourie, Vice President and Managing Director of Bridgestone Middle East and Africa, said: "We are delighted to have participated in Automechanika Dubai 2023, where we had the opportunity to engage with industry leaders and other professionals from the automotive sector. Our participation in keynote addresses and panel discussions is a clear representation of the company's commitment to shaping the future of mobility and advancing sustainable solutions. We also took great pride in sponsoring the Automechanika Awards, which recognise and honour excellence within the automotive aftermarket and service industries.”

“We are fully committed to being a key leader in driving innovation and transformative sustainable solutions, especially as we anticipate the upcoming COP28 Conference this year. Our participation in Automechanika Dubai 2023, which is influential and also consistent with Bridgestone's E8 Commitment, is a significant step towards our vision of becoming a global leader in cutting-edge and sustainable mobility solutions,” Jacques added.

Catherine Isaac, Head of Human Resources MEA at Bridgestone EMIA, also participated in a panel discussion titled 'Accelerating Change: Empowering Women in the Automotive Industry.' In addition to recognising the significant contributions women have made to the automotive industry, the session celebrated the accomplishments and initiatives that have supported and empowered women in the sector. The session also emphasised Bridgestone's commitment to diversity and inclusion, positioning the company as a dynamic incubator for talented professionals.

Bridgestone's participation in Automechanika Dubai 2023 left an enduring mark and cemented its status as an innovator in the automotive sector. The company, with its dedication to empowerment, innovation, and sustainability, is positioned to spur growth and pave the way for a cleaner future for mobility.

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Bridgestone, a global leader in tyre and mobility solutions, together with its long-term local partner Nile Projects & Trading, a leading tyre partner within the region known for its Fit & Fix Nationwide network, organized the #CheckedbyBridgestone campaign in Egypt. The campaign aims to enhance tyre safety awareness among drivers and promote road safety through a series of free visual tyre checks conducted at petrol stations in Egypt.

Commencing in June 2023, the campaign runs over three weekends. During this period, customers will have the chance to receive complimentary visual tyre inspections at various locations throughout Cairo and Giza. Building upon the success of similar campaign at several markets in the region, this time event has been restructured to provide an even with better experience and full of surprises.

The campaign will encourage drivers to prepare their vehicles, particularly their tyres, ahead of the summer and traveling season. Emphasizing the significance of safety and achieving peak performance, the initiative will underscore the importance of tyre maintenance for customers, and drivers in order to optimize uptime. It is necessary to maintain the life durability of tyres as they are essential for braking systems, as well as supporting heavy loads with better stability and control.

Jacques Fourie, Vice President and Managing Director of Bridgestone Middle East and Africa said: “Road safety is a shared responsibility, and at Bridgestone, we are dedicated to playing our part in creating safer roads. We are proud to collaborate with our local partner Nile Projects & Trading and bring the #CheckedbyBridgestone campaign to petrol stations in Egypt.

Through this campaign, we aim to raise awareness about tyre safety and provide free visual tyre checks to ensure that motorists in Egypt can drive with confidence. By partnering with Nile projects for trading company and leveraging our Fit & Fix network, we will be able to reach our customer segments across Egypt, making it convenient to access our services. Egypt is a remarkable destination for global travelers. It offers a diverse range of activities and adventures, such as cruising the Nile River, exploring ancient heritage sites, and camping amidst breathtaking landscapes. As more people visit Egypt, we recognize the importance of ensuring their safety on the roads.”

The safety checks conducted during the campaign to include tyre safety checks, battery checks, wiper checks, and safety tool checks. Bridgestone continues to encourage its customers, operators, and other industry personnel to follow guidelines regarding tyre maintenance through campaigns like #CheckedbyBridgestone, which aims at promoting safety in the mobility sector.

Proper tyre maintenance is crucial as it directly impacts fuel consumption, emissions, and overall performance. Factors such as tyre age, wear and tear, and inflation pressure significantly contribute to ensuring safety, ride comfort, and stability, especially on loose or wet roads. By maintaining the correct inflation pressure, tyres can minimize rolling resistance, leading to improved efficiency, reduced wear, and lower fuel consumption.

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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Bridgestone takes its commitment to driver safety even further with the new Turanza 6 tyre

• With best-in-class dry braking performance¹, superior mileage², and improved fuel/energy efficiency², the new Bridgestone Turanza 6 gives drivers ultimate control and safety reassurance. 
• Based on extensive research, the new summer touring tyre has been developed to answer the safety and efficiency needs of Middle Eastern drivers and to help them overcome the daily driving challenges.
• The Turanza 6 is the latest in a long line of cutting-edge, safety-oriented tyres and solutions from Bridgestone; another example of its strong commitment to road safety.

(March 27, 2023) — As a global leader in tyres and sustainable mobility solutions, Bridgestone is strongly committed to driver safety. Tyres carry people’s lives, and Bridgestone is dedicated to safeguard and maximise safety on the road in everything it does.

This comes down to its products, and specifically the new Bridgestone Turanza 6 which has been designed as the answer to extensive consumer research among European drivers to understand what they expect from a summer touring tyre and the daily driving challenges they face.³ With the Turanza 6 and its best-in-class dry braking performance¹, Bridgestone offers drivers exactly what they want – a new premium tyre fulfilling their safety and performance needs even in challenging dry weather conditions while offering superior mileage² and improved fuel/energy efficiency².

Following the global launch, Bridgestone hosted an event for the MEA community at the Dead Sea, Jordan. The company invited its partners across the Maghreb region (Morocco, Tunisia, and Algeria) and Levant (Lebanon, and Jordan) and Egypt to showcase the outstanding performance exemplified by the ultra-premium Turanza 6 tyres. The guests were given the opportunity to experience the tyres' exceptional attributes on the track, including the dry braking system, during an outstanding driving experience along the Dead Sea.

Bridgestone is committed to foster a sustainable society by collaborating closely with its partners and customers to develop innovative and eco-friendly mobility solutions. The company has devised several strategies to meet its various sustainability objectives, which includes its long-term environmental vision of using 100 per cent sustainable materials by 2050 and beyond. The launch event further reflects Bridgestone’s commitment to strengthening alliances with its partners as the company prioritises teamwork and cooperation as cornerstones of success. Bridgestone values the sharing of best practices with its partners to enhance internal operations and efficiency.

Engineered for safety and performance

According to tests carried out by one of Europe’s most respected independent automotive testing institutes, TÜV SÜD, the Bridgestone Turanza 6 outperforms its competitors in the segment with its best-in-class dry braking performance¹. This includes being the best in cornering manoeuvres and offering outstanding straight-line performance. The new Bridgestone Turanza 6 also achieves best-in-class EU label A-grade in dry braking.

Thanks to proprietary and ground-breaking ENLITEN and TECHSYN technologies, which are both featured for the first time ever on a Bridgestone replacement tyre in the new Bridgestone Turanza 6, drivers get additional efficiency and sustainability benefits such as superior mileage² and improved fuel/energy efficiency². This also makes the Bridgestone Turanza 6 tyre EV-ready, helping to optimise electric vehicles’ performance by saving battery life², while offering excellent control, higher wear tolerance² and decreased tyre noise for driver comfort⁴.  

Bridgestone’s broader commitment to road safety

According to the World Health Organisation, more than 1.35 million people are killed on the world’s roads every year, and a further 20 to 50 million suffer non-fatal injuries, often life-changing.⁵ As well as developing premium tyres like the Turanza 6 which prioritise safety as the ultimate goal, Bridgestone is working hard to address road safety issues and to contribute to the United Nations Sustainable Development Goal #3.6 target to halve the number of global deaths and injuries from road traffic accidents by 2030.

In support of this goal, Bridgestone undertakes multiple road safety initiatives across the globe, including tyre safety inspections, road safety trainings, education programs and a recent donation of $1 million to the United Nations Road Safety Fund (UNRSF). Bridgestone’s commitment to road safety is part of its broader corporate commitment – The Bridgestone E8 Commitment – that defines the value the company is promising to deliver to society, customers, and future generations in eight focus areas.

Emilio Tiberio, COO & CTO of Bridgestone EMIA commented “Life is a journey, and at Bridgestone we’re committed to making it a safe one. The latest research around road accidents shows the scale of work there is still to be done. Driving should be an enjoyable and safe experience for everyone, and Bridgestone is committed to supporting this through its different initiatives and cutting-edge products, like the new Bridgestone Turanza 6, which bring enhanced safety and performance to drivers – enabling them to stay safe and in control, even on dry roads.”

Jacques Fourie, Vice President and Managing Director of Bridgestone Middle East and Africa stated: “As a global leader in sustainable mobility and advanced solutions, we have the responsibility to promote safe mobility and lifestyles to help create a sustainable society. Our commitment to providing the best services and technologies is fuelled by our passion for excellence. We are excited at this opportunity that helps us showcase the all-new Turanza 6 tyres, as well as our know-how in the field of tyres to an expanding market segment. We are also thrilled for our customers, who have embarked on a pleasant driving experience that promises utmost safety.”

Developed and manufactured in Europe, the Bridgestone Turanza 6 is now available across the region in a wide coverage for both passenger cars and on-road SUVs, whether they are internal combustion engine, hybrids or electric vehicles.

Click here to watch the video of Bridgestone Turanza 6 tyre in action

*1 Tests carried out by TÜV SÜD on the request of Bridgestone in June 2022 at the facility Bridgestone EUPG (Italy) for dry braking tests with BMW 520i & BMW 530d, on tyre size 245/45 R18 100Y XL. Turanza 6 compared to the performances of competitors in the same segment: CONTINENTAL Premium Contact 6, MICHELIN Primacy 4+, PIRELLI Cinturato P7 (P7C2) Report No. [713263409]. DRY BRAKING, (Ø CALC. Stopping distance [m] from 100 to 0 km/h → Mean deceleration [m/s²]) Rating: BRIDGESTONE Turanza 6 (33,1) CONTINENTAL Premium Contact 6 (33,2), MICHELIN Primacy 4+ (33,5), PIRELLI Cinturato P7 (P7C2) (34,3).

*2 Based on internal benchmark Turanza 6 vs Turanza T005 (ref. size 205/55 R16)

*3 Base: All European countries (n=21501) Question: PD5.Which is the most important element you would take into account when choosing tyres? Ranked from High to Low (Consider) – selected – TOP 3

*4 Based on internal benchmark Turanza 6 vs Turanza T005 (ref. size 205/55R16)

*5 Global Status Report on Road Safety 2018, World Health Organisation

Bridgestone, a global leader in sustainable mobility and advanced solutions, recently unveiled its latest off-road tyre, the Dueler A/T 697, at the Off Road Zone 4X4 shop. The Off-Road Zone 4X4 community organised a desert driving event to test out the new off-roading tyre.

During the event, Bridgestone engaged with off-road communities and end users - showcasing its off-road products and emphasizing the importance of tyre safety, especially for off-roading. The tire manufacturer appreciated the support provided by the Off-Road Zone 4X4 community, who facilitated the event, and Dial-a-Tire, Bridgestone's safety partner, who supplied mobile vans for safety inspections before the driving experience. The Bridgestone E8 Commitment, which acts as the management axis, is in line with this project's goal of gaining the trust of the future generations.

Jacques Fourie, Vice President and Managing Director of Bridgestone Middle East and Africa said: “In addition to creating top-notch goods and creative solutions, Bridgestone has been dedicated to enhancing road safety through driver education programmes and community awareness campaigns. During the event, the focus was on promoting important projects, sharing best practices, and addressing challenges faced by our current strategic efforts. Bridgestone is committed to providing excellent tyres for every application and a range of sustainable solutions that use cutting-edge tyre technology to save costs and increase safety.”

Bridgestone aims to cement its position as a significant participant in the global mobility ecosystem by demonstrating its dedication to safety and comfort through the establishment of advanced technological standards, the provision of top-notch products, and the promotion of road safety awareness both locally and internationally.

Bridgestone Corporation would like to express its deepest sympathy to all the people affected by the earthquake that struck near the Turkish-Syrian border on February 6, 2023, and wishes for a speedy and full recovery for the people and communities.

Bridgestone will donate one million Euros through the Red Cross and a local foundation to support relief and rebuilding efforts for the people and areas affected by the earthquake.  Brisa, a joint venture of Bridgestone Corporation and Sabanci Holdings and Turkey’s tyre industry leader, has already provided needed supplies to the affected areas.

The company’s donation is in line with the Bridgestone E8 Commitment – the broad, global corporate commitment that clearly defines the value the company is promising to deliver to society, customers, and future generations in eight focus areas.

Bridgestone, a global leader in sustainable mobility and advanced solutions, was awarded Tyre Technology Provider of the Year Award 2023 for the second successive year during the Truck and Fleet ME awards that took place recently in Dubai. The event, which was held in The Ritz Carlton, JBR, in Dubai, was intended to recognize and honour the top performers in the truck and fleet industries.

Bridgestone won the award in recognition of the company's contributions to innovation and excellence, as demonstrated by its extensive line of technologically advanced products and services. These cutting-edge technologies were developed in response to the industry's urgent need to provide products that promote secure and economical transportation. The award further highlights Bridgestone’s calibre in producing innovations and state-of-the-art technology that help make cities smarter and safer.

Jacques Fourie, Vice President and Managing Director of Bridgestone Middle East and Africa said, “Bridgestone is honoured to have received this award for the second year in a row in recognition of our committing to foster innovation. As we continue to evolve as a provider of mobility solutions, technology is the cornerstone of our vision for the future. We are working to integrate the most cutting-edge solutions that will support sustainability, efficiency, and safety. I want to express my gratitude to every member of the Bridgestone family for working so very hard to embody our mission statement - Serving society with superior quality.

Bridgestone has consistently led the charge in promoting the development of new technologies in the tire sector. The company’s smart tyres are designed to improve the driving experience by utilizing cutting-edge future technology that gives the driver real-time information and evaluation on the condition of the road surface through a sensor located inside the tyre tread. The sensor wirelessly sends the information to the vehicle's analytical equipment, and this information is subsequently wirelessly relayed to the driver through an in-car display.

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

The company has introduced state-of-the-art technologies to its core products in line with Bridgestone E8 Commitment, a powerful expression of Bridgestone’s corporate commitment towards 2030, to support the realisation of a sustainable society. It provides a framework for the company’s continued evolution as Bridgestone 3.0 and the transformation of its business model.

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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.

Firestone Tire and Rubber Company, one of the pioneers in the production of tyres, is set to launch their second pneumatic centre in Soliman Tunis, Tunisia, in association with TotalEnergies, a multinational integrated energy and petroleum company. Firestone, which is fully owned by Bridgestone, is launching its latest centre in Tunisia as part of TotalEnergies’ network in accordance with the company’s expansion strategy, which also focuses on improving customer relations and enhancing customer satisfaction.

As part of the partnership, Firestone and TotalEnergies will work together to provide customers with industry-leading tools and tyre solutions, including customised services. The latest centre will offer assistance in oil change, battery replacements, tire related services, technical advice services, as well as a spare parts counter. Along with other amenities, the facility also has a café, mini-market, and a relaxation area where customers can unwind. The company will leverage its extensive engineering resources and decades of experience in creating quality solutions for its customers in Tunisia. Additionally, Firestone aims to drive sales through the vast gas station network, enhance visibility for the brand, and deliver exceptional customer satisfaction with the latest venture.

Stefano Sanchini, Regional Managing Director of Bridgestone Middle East and Africa said: “As one of the top tyre and rubber manufacturers, Bridgestone is dedicated to offering quality goods that improves the safety of those who use our tyres. Firestone has a strong presence in the EMEA markets, and we have been gathering and analysing data to effectively improve the customer experience at all steps. We want to share this expertise with the larger markets in the region, where we can meet the varying needs of our customers and offer our exceptional services that we have developed over time.”

With the addition of the newest facility in Tunisia, Firestone is confident that the ongoing alliance will yield fantastic results for the brand. The company is also looking forward to collaborating with a partner who is fully aware of the regional market and the significance of providing specialised auto services to the community, thereby contributing to the development of the region.

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Bridgestone has been chosen as the sole and exclusive tyre partner for the new Lamborghini Huracán Sterrato, providing All-Terrain and Winter fitments for the world’s first all-terrain super sports car equipped with a V10 engine and all-wheel drive powertrain.

Specifically designed for the unique engineering requirements of the Lamborghini Huracán Sterrato, the new Bridgestone Dueler AT002 tyre offers drivers maximum on-road and off-road performances. The tyre’s bespoke polymers, patterns, and tyre technologies have been developed to enhance the all-terrain capabilities of the Huracán Sterrato and maximize the thrill and fun of driving on and off the asphalt behind the wheel of this supercar.

The custom-developed Bridgestone Dueler AT002 tyres are an exclusive fit for the Lamborghini Huracán Sterrato, and just like the all-terrain supercar, Bridgestone’s new HRD supercar all-terrain tyre delivers several unique features. The Bridgestone Dueler AT002 is the world’s first-ever supercar all-terrain tyre to feature Run-Flat Technology (RFT), supporting drivers to continue driving safely even after a puncture – for 80km at 80kph with 0-bar pressure. This offers drivers unique peace of mind when out on roads of all types enjoying this all-terrain supercar.

Delivering incredible performance whatever the terrain

The bespoke Bridgestone Dueler AT002 is designed to provide versatile top performances wherever the Lamborghini Huracán Sterrato goes, irrespective of terrain. This way, the innovative tyre delivers enjoyment through fun and easy driving in all conditions, matching the Lamborghini Huracán Sterrato’s DNA.

Developed and manufactured in Europe, the Bridgestone Dueler AT002 includes a new tyre compound designed to optimise grip, with a specific shoulder integrated for additional grip in deep gravel and mud. Meanwhile, the tread pattern on the Bridgestone Dueler AT002 has also been optimised for the best possible handling and high-speed performance without compromise to off-road grip.

Steven De Bock, Vice President Consumer Replacement and OE at Bridgestone EMIA, commented: “With the Dueler AT002, Bridgestone has created a bespoke tyre that perfectly complements the high-speed all-terrain concept of the Lamborghini Huracán Sterrato. We’ve created a tyre that is just as capable at high speeds on asphalt as it is when driving off-road, providing high-speed stability and off-road capability, rising to meet a completely different set of challenges on mud, gravel, and demanding terrains.” 

These custom-designed Bridgestone Dueler AT002 tyres are available in two dimensions: 235/40 ZR19 (96Y) XL RFT for the front wheels, and 285/40 ZR19 (107Y) XL RFT for the rear. The Bridgestone Blizzak LM005 will also be available as an aftersales winter option for the Lamborghini Huracán Sterrato, available in 235/40 R19 96Y XL and 285/40 R19 107Y XL sizes.

Bridgestone’s partnership with Lamborghini is part of the company’s vision to provide customer and social value as a sustainable solutions company. At the heart of this is the Bridgestone E8 Commitment – the broad, global corporate commitment that clearly defines the value the company is promising to deliver to society, customers, and future generations in eight focus areas.

December, 2022: Bridgestone EMIA highlighted the significance of encouraging the development of a sustainable mobility ecosystem in order to reduce the environmental impact of the transportation sector and ensure a safer future for the coming generations. Bridgestone made this statement during its participation at the Saudi Intermobility Expo 2022, which was held recently at Al Faisaliah Hotel, Riyadh. 

Saudi Intermobility Expo, which highlights the Kingdom’s sustainability goals, has proven to be an effective platform for global firms to exhibit and source innovative technologies. During the expo, Bridgestone showcased its latest tyres and tyre technologies and further highlighted its efforts to promote the circular economy and carbon neutrality across the value chain. 

Stefano Sanchini, Regional Managing Director of Bridgestone Middle East and Africa said: “Through our participation at the Saudi Intermobility Expo 2022, we were able to highlight ‘Bridgestone E8 Commitment’, which drives our ambitious journey to become a sustainable solutions’ provider together with our employees, society, partners and customers. In addition, the event opened up the vast possibilities of the green mobility ecosystem, where we aim to become a pioneering player. The Saudi Intermobility Expo 2022, which echoed Saudi Vision 2030 and the Ministry’s goal to develop an eco-friendly transport system, aligned perfectly with our sustainability goals. Alongside our business growth, we prioritise social and sustainability commitments to become a trustworthy partner for our future generations.” 

During the event, Bridgestone participated in a panel discussion titled ‘Forces of Change: Creating the Mobility Ecosystem of The Future’ to explore the paths for creating a future-proof sustainable mobility system. Stefano Sanchini, Regional Managing Director of Bridgestone Middle East and Africa shared insightful comments on the current market dynamics of automated vehicles, the future of micro and shared mobility and the opportunities and challenges for ecosystem players. Sanchini was joined by Tomas Melero, Transit International Director, Indra and Dr Elie Metri, CEO of Quality Support Solutions Robotics. James Luxbacher, Managing Director of SIXT, was the moderator of the discussion. 

Bridgestone is currently reinforcing its sustainability strategies to channel its business model to promote carbon neutrality. As part of its commitment, Bridgestone has geared up its efforts to attain the Milestone 2030 goals by reducing the total carbon emission and in addition, it has also pledged to attain net-zero emissions by 2050. 

In line with its long-standing commitment to support green mobility and to capitalise on the growing opportunities in the electric vehicle (EV) market, Bridgestone has innovated a portfolio of premium EV tyres and tyre technologies that offers excellent handling and control, short braking distances and exceptional grip in all weather conditions. 

Over the past few decades, the tyre industry has been bringing out several innovative technologies globally and the Saudi market is no exception. The Kingdom’s tyre market, which is currently led by Bridgestone and its largest distributor in the Middle East, Al-Talayi, has been recording rapid growth.  

The deep market knowledge of Al Talayi, coupled with Bridgestone’s extensive global tyre industry expertise, has proved to be a key reason for their success in the country. Bridgestone is currently one of the prominent and reliable options for a high number of travellers across the globe, especially due to its exceptional performance in harsh climatic conditions and the driving safety it offers.

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.

During the event, Anand Hegde, Head of Commercial Tyres, Bridgestone Middle East and Africa FZE delivered a presentation highlighting Bridgestone’s transition from a Tyre producer to Mobility solutions provider to cater to the needs of the ever-evolving market.

Anand Hegde, said: “At Bridgestone we are constantly innovating to provide Fleets not just great Tyres to meet every application but also a suite of Sustainable solutions to cut costs and improve safety using advanced Tyre technology, Telematics and Digital tools.”

Stefano Sanchini, Regional Managing Director, Bridgestone Middle East and Africa, said: “Through events like this, we aim to educate fleet owners, operators, and other industry personnel regarding the significance of improving safety measures in the industry. We, at Bridgestone, are committed to providing high-quality products and services and spreading awareness within the community, to ensure maximum road safety. The Truck Safety Event provided an effective platform for us to highlight the significant initiatives and best practices to ensure road safety as well as to address the difficulties we encounter while creating several strategies. We believe that by supporting such initiatives and investing in innovative technologies, we are able to make notable contributions towards the global efforts.”

During the participation in the event, Bridgestone showcased its holistic mobility solutions which include smart sensing tires that capture and transmit critical data, advanced data analytics that can predict and prevent maintenance issues using data from the tire, and Webfleet Solutions, a complete fleet management tool which can track vehicles, reduce costs and boost productivity, along with other service platforms.

In addition, Bridgestone shed light on the relevance of regular tyre maintenance, how tyre quality can have an impact on fuel consumption and emissions, as well as how the performance and ride comfort of the drivers on roads are affected by the inflation pressure, along with other key points relating to the sector.

The event was cosponsored by Bridgestone in line with its E8 Commitment, especially focusing on two of its pledges, including ‘Ease: Committed to bringing comfort and peace of mind to mobility life’ and ‘Empowerment: Committed to contributing to a society that ensures accessibility and dignity for all’. Following its commitment, the company also conducted two truck safety campaigns through which it rewarded and educated 150 truck drivers and checked 640 truck tyres.

In addition to the presentation, the event also included a panel discussion, which highlighted the emerging sustainability aspects of the industry, its current status and expected future trends. The renowned speakers at the panel included Olaf Petersen, General Manager at Daimler Truck AG Commercial Vehicles MENA FZE; Taher El Shall, Head of Sales - Middle East of MiX Telematics; Karl W. Feilder, Founder of Neutral Fuels Holdings Ltd and Sridhar Srinivasalu, Group HSEQ and Sustainability Manager of Tristar Group.

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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.’

As part of the partnership, Firestone and TotalEnergies will work together to provide customers with industry-leading tools and tyre solutions, including customised services. The latest centre will offer assistance in oil change, battery replacements, tire related services, technical advice services, as well as a spare parts counter. Along with other amenities, the facility also has a café, mini-market, and a relaxation area where customers can unwind. The company will leverage its extensive engineering resources and decades of experience in creating quality solutions for its customers in Tunisia. Additionally, Firestone aims to drive sales through the vast gas station network, enhance visibility for the brand, and deliver exceptional customer satisfaction with the latest venture.

Stefano Sanchini, Regional Managing Director of Bridgestone Middle East and Africa said: “As one of the top tyre and rubber manufacturers, Bridgestone is dedicated to offering quality goods that improves the safety of those who use our tyres. Firestone has a strong presence in the EMEA markets, and we have been gathering and analysing data to effectively improve the customer experience at all steps. We want to share this expertise with the larger markets in the region, where we can meet the varying needs of our customers and offer our exceptional services that we have developed over time.”

With the addition of the newest facility in Tunisia, Firestone is confident that the ongoing alliance will yield fantastic results for the brand. The company is also looking forward to collaborating with a partner who is fully aware of the regional market and the significance of providing specialised auto services to the community, thereby contributing to the development of the region.

October , 2022 - Bridgestone, a global leader in tyres and sustainable mobility solutions, announced that its tyre manufacturing plant in Rome, Italy (‘Roma’) has become the first tyre plant across the whole of Bridgestone to achieve the coveted and globally recognised International Sustainability and Carbon Certification (ISCC) PLUS certification.

ISCC PLUS recognises compliance with and transparency around sustainability and traceability of raw materials including bio, bio-circular and circular-based material in the manufacturing process. Working towards a more sustainable world, ISCC PLUS aims to support the transition to a circular economy and bioeconomy by contributing to the implementation of environmentally, socially and economically sustainable production.

The certification, which evaluates all the sustainable raw materials in the value chain to determine and verify compliance with environmental requirements, also marks a step in Bridgestone’s ambitious global journey towards the use of 40% sustainable materials by 2030, and 100% sustainable materials by 2050.

Roma plant became the first tyre manufacturing facility of Bridgestone to achieve ISCC PLUS certification at the beginning of September thanks to its use of Bio-Circular and Circular-based materials. Bridgestone EMIA will be expanding the assessment programme across further plants in Europe from 2023.

Commenting on the ISCC PLUS certification Emilio Tiberio, COO & CTO at Bridgestone EMIA said: “We are on a journey to 2050 and the delivery, by then, of our major environmental goals; carbon neutrality and the use of 100% sustainable materials. This ISCC PLUS certification for Roma plant is a step along the way to become a leading sustainable solutions company and reflects our hard work and dedication to overcome the technological and market challenges to fully sustainable and renewable tyres.”  

Bridgestone’s Roma plant isn’t the only facility to enjoy success with ISCC PLUS certification this month, as the Bridgestone Aiken County Passenger/Light Truck Radial tyre plant also became the first tyre manufacturing facility in America to earn ISCC PLUS recognition.

The sustainability certification at both Bridgestone’s Roma and Aiken plants aligns perfectly with the “Ecology” and “Energy” values in the Bridgestone E8 Commitment – the broad, global corporate commitment that clearly defines the value Bridgestone is promising to deliver to society, customers, and future generations in eight focus areas.

The rapid industrialisation and urbanisation worldwide have brought about major challenges to urban mobility. In the Middle East, the scene is no different with urban mobility concerns continuing to be at the core of regional transport and infrastructure development discussions and policies. With the region steadily moving towards its vision of sustainable and connected cities, developing a holistic model for mobility enhancement has become even more imperative.

Some countries in the region, particularly the Gulf states, have implemented multi-faceted transportation and mobility management strategies. Relevant policies are fundamental, especially as 67 per cent of the world’s population is forecasted to live in cities by 2050.

Part of the approaches in the GCC is heavy investments in and continuous modernisation and expansion of roads and public transport networks, which are being supervised by transport authorities with combined planning, investment, and regulation roles.

This tactic has made a huge difference in easing traffic congestion, connecting different parts of the country However expanding infrastructure capacity is not going to be a sustainable move in the long run amidst the population boom and exponential rise in the number of registered vehicles in this part of the world. In the UAE, approximately three million cars plied its roads as per the estimate of the World Health Organisation’s (WHO) Global Status Report on Road Safety in 2018. Recent research also revealed that Dubai has one of the highest ratios of residents to cars globally.

State-of-the-art transport solutions

Out-of-the-box and sustainable solutions are but necessary. Investments in new mobility modes have grown over the years, with the GCC region taking the lead in rolling out advanced approaches to transform their transportation networks. The call for innovation also continues to mount with the emergence of what is now known as the sharing economy. We have, thus, witnessed the rising prominence of e-hailing, car sharing, and other digitally enabled transport methods with great impact on mobility.

Dubai serves as a role model in terms of implementing state-of-the-art and innovative urban mobility systems as evidenced by its much-reported testing of hyperloop, self-driving vehicle, and taxi drone projects for future deployments. The emirate embarks on ambitious initiatives exploring the future of urban mobility to help accelerate its bid to become the globe’s smartest city. Across the GCC, more large-scale and forward-looking initiatives are expected to be launched in support of the region’s steady transition to the Fourth Industrial Revolution.

The Gulf nations, along with other Middle Eastern states, are well-positioned for more effective adoption of unconventional mobility modes due to various reasons, which include fast government decision-making processes and a growing focus on ultramodern urban transportation experience. New mobility systems require creating a more efficient and highly integrated ecosystem driven mainly by data. For such an ecosystem to be effective, it should support multi-modal and automated transport solutions. In addition, the region’s ambitious development and transformation programs designed to raise its global competitiveness and attractiveness will further hasten the establishment of this modern transport environment.

Role of tyre industry in the digital era

Technologies play a pivotal role in improving human movement in communities. This development has pushed the tyre industry to evolve with the needs of the times and contribute to mobility enhancement.

In this regard, tyre manufacturers have focused on telematic solutions, in-vehicle data, data sharing, and connected vehicles, to cite a few, to help improve connectivity and road safety on top of promoting sustainability.

They have begun leveraging next-generation technologies such as the Internet of Things (IoT) and artificial intelligence (AI) to transform tyres’ overall role in mobility. Today, we have heard talks about smart tyres, which will have the ability to collect data for optimised performance and safety, and Tyres-as-a-Service business models. The full implementation of the 5G technology is seen to further impact the tyre market’s efforts to keep pace with the modern changes.

The regional and global tyre industries will continuously evolve in keeping with the rising need for ground-breaking transport models that support the concept of CASE or connected cars, autonomous driving, sharing and electrification.

There are numerous lessons to learn from the experience of the GCC and the Middle East as a whole. Other countries may follow in the region’s footsteps in terms of willingness to invest in advanced mobility solutions, creating relevant strategies, and implementing fast regulatory changes. The GCC’s progress in its efforts to shift to an integrated system to maximise public transport use and commitment to continually look for, test and deploy new technologies are equally commendable.

An integrated, technology-driven mobility system is without a doubt at the heart of a seamless transport experience. To hurdle current and future obstacles to efficient mobility, new solutions have to be applied to build data-enabled, and sustainable urban transport infrastructure.

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