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, 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.

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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