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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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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