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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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 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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