Bridgestone Europe 4-5
Bridgestone Corporation 6
Our products and innovations 6-7
Safety at heart 8
Dreams at heart 9
Original equipment 10
Bridgestone Motorsport 11
The way we work 12
Technology and R&D 13
Supply chain management 15
Sales & marketing 16-17
«Our passion for the very best in technology, quality and service
is at the heart of our commitment to you wherever you are in the world.
Bridgestone wants to inspire and move you.»
3 / BRIDGESTONE EUROPE
5. Five-star First Stop model store at Drogheda, Ireland.
KEY REGIONAL DIVISION OF BRIDGESTONE CORPORATION
As a subsidiary of Bridgestone Corporation - the world’s largest manufacturer of tyres and other rubber products
- Bridgestone Europe (BSEU) designs, manufactures, tests and sells tyres, both as original equipment to vehicle
constructors and for the replacement market. Products are also exported outside Europe, including to Japan.
BSEU employs 11,230 staff in 17 European countries and achieved a turnover in excess of €2.4 billion in 2005.
FOCUSED ON PREMIUM PRODUCTS
To achieve our growth objectives in the highly-competitive
European tyre market, Bridgestone uses its leading tyre
technology to focus on premium products. We are capitalising
on the demand shift to high-performance car tyres with larger
Mr Takashi Urano, Chairman, CEO rim sizes while providing other added value to end users, such
and President of Bridgestone Europe NV/SA as run-ﬂat tyres. Our strong position in the commercial vehicle
market has also been achieved by selling premium products
that provide operators with a high beneﬁts-to-cost ratio.
INVESTING FOR GROWTH
BRIDGESTONE EUROPE OPERATIONS:
BSEU’s strategy has included the following projects in its Mid
Term Plan to expand resources and modernise productive
> 17 national sales companies assets. Major investments include:
> 7 tyre manufacturing plants in France, Hungary (from 2008), Italy, Poland and Spain
> Construction of our state-of-the-art Proving Ground in
> 2 factories for “intermediate” products in Spain and Belgium and 7 retreading facilities Italy, opened in 2004.
> a major R&D and testing centre in Italy and state-of-the-art Proving Ground opened in 2004 > Expansion of production capacity: raising daily output
of truck and bus tyres at the Bilbao plant by 30% to 5,000
> 3 European logistics centres (Belgium, Czech Republic and Spain) units and high-performance passenger-car tyres at the
Poznan plant by 50% to 23,000 units a day.
> European headquarters in Brussels
> Doubling the size of our central warehouse for imported
tyres at the port of Zeebrugge in Belgium.
> Expanding retreading facilities from 3 (Spain and
1. Bridgestone Europe headquarters near Brussels, Belgium. France) to 7 (UK, Germany and Denmark).
2. European Logistics Centre, Zeebrugge, Belgium.
3. Testing at the European Proving Ground, Rome, Italy. > Increasing the number of company-owned retail stores
4. Tyre manufacturing plant at Poznan, Poland.
in Europe to more than 300.
> Construction of Europe’s ﬁrst fully-automated tyre
plant, based on our revolutionary BIRD (Bridgestone
2 3 4
Innovative and Rational Development) system, to be
opened in Hungary in 2008.
In the BSEU Brussels’ headquarters, a team of more than 250 local and expatriate specialists set pan-European > Construction of a new truck and bus tyre plant in Poland
policies and objectives, supervise R&D, manufacturing and logistics, and provide local operations with support (from 2009).
4 / BRIDGESTONE EUROPE 5 / BRIDGESTONE EUROPE
1 2 3 4 5
6. Bridgestone sporting products include Precept golf equipment.
7. Earthquake-resistant foundations for buildings.
8. Innovative in-wheel motor systems for electric vehicles.
9. Inﬂatable rubber dam.
10. Revolutionary Quick Response Liquid Powder Displays.
11. Bridgestone Cycle: leading brand in Japan.
BRIDGESTONE CORPORATION > Commercialisation of our in-wheel motor systems
for electric vehicles has come a step nearer with the
WORLD LEADER development of a dynamic damper that provides better
traction and ride comfort than other in-wheel systems
or other kinds of electric drive.
Bridgestone Corporation, headquartered in Tokyo, is the parent company of the Bridgestone Group - the world’s
largest manufacturer of tyres and other rubber products - with 2005 annual net sales of $23 billion. > Bridgestone invented EVA SAFE, an adhesive ﬁlm that
Bridgestone Corporation and its subsidiaries employ 123,000 people around the world, operate 155 plants in fastens silicon cells to glass in solar modules. The 9
strength of EVA (ethylene vinyl acetate) ﬁlm is that it
26 nations and sell products in over 150 countries. One in ﬁve vehicles in the world drive on the company’s tyres. becomes transparent and colourless when heated, while
its waterproof characteristics make it the perfect bonding
agent for outdoor solar units producing clean energy.
BRIDGESTONE GLOBA L P R O D U C T I O N FA C I L I T I E S A N D R & D ( N O V E M B E R 2 0 06) > Revolutionary new Quick Response Liquid Powder
(Under (Under Proving Displays (QR-LPD) from Bridgestone have faster
Area Tyre Non-tyre R&D HQ response, higher visibility and a wider viewing angle
construction) construction) grounds
than LCDs (Liquid Crystal Display). The latest displays
USA 9 0 26 0 2 1 1 now employ all-plastic panels instead of glass - enabling 10
them to be more ﬂexible, thinner, lighter and much larger
Canada 1 0 1 0 0 0 0 than other colour electronic paper displays - in addition
to giving vivid two-colour images and eliminating
6 2 1 0 2 0 0 distortion when bent. With greater portability and
America visibility than any other system, Bridgestone expects
Europe 6 2 3 1 2 1 1 the new QR-LPD to have wide application in the growing
electronic paper display market.
Africa 2 0 1 0 0 0 0
Turkey 1 0 0 0 0 0 0
11 1 23 2 2 0 1
Oceania 2 0 2 0 0 0 0
Japan 17 0 41 0 2 2 1
TOTAL 56 5 98 3 10 4 4 11
OUR PRODUCTS INNOVATIONS
Tyres. Bridgestone provides tyres for almost everything that > Bridgestone is one of the leading producers of self-
moves on wheels: supporting run-ﬂat tyres, the technology that enables
drivers to safely continue their journey for a certain
> Passenger cars, 4x4 vehicles, trucks and buses; distance after a puncture, without having to change
> All types of commercial, construction and off-road the tyre. More and more car models offer Bridgestone
vehicles; run-ﬂat tyres as original equipment.
> Tractors and agricultural machinery;
> Motorcycles and scooters; > Aircept is a unique puncture safety technology for
> Motor sport and aircraft. Bridgestone Greatec Mega Drive truck and bus tyres -
ultra-low profile, ultra-wide single tyres used to replace
Diversiﬁed products. Tyres account for 80% of worldwide conventional double-tyre fitments. The inner tube
sales, but thousands of companies around the world also rely system expands instantly in the event of a blow out,
on Bridgestone’s wide range of diversiﬁed products: industrial enabling the vehicle to stop safely.
rubber products, chemical products for the construction and
ofﬁce equipment industries, sporting products and automotive
1. Bridgestone Corporation head ofﬁce in Tokyo, Japan.
6 / BRIDGESTONE EUROPE 7 / BRIDGESTONE EUROPE
2. Bridgestone Americas headquarters in Nashville, USA.
3. Bridgestone Europe headquarters near Brussels, Belgium.
4. European Proving Ground, Rome, Italy.
5. Nong Khae Proving Ground, Thailand.
1 2 3
5. One of the winners in the ‘Dreams at Heart’ children’s art contest.
6. All participants received their drawing on a T-shirt.
1. M. Schumacher and R. Barrichello supporting the Bridgestone / FIA 7. Over 34,000 entries in 2006 themed on ‘Playful streets, safe trafﬁc’.
Foundation road safety initiative ‘Think Before You Drive’. 8. M. Schumacher, one of the main ambassadors of the road safety campaign.
2. Free tyre checks for motorists are part of the campaign.
3. The seat-belt simulator at F1 Grand Prix events.
4. Bridgestone Sidewall Support Run-ﬂat (SSR) system.
MOVING UP TO RUN-FLAT TYRES “THINK BEFORE YOU DRIVE”: MEASURING THE HIGH COST OF NEGLECTING TYRES Bridgestone is also deeply involved with the international
A MAJOR GLOBAL ROAD SAFETY CAMPAIGN Commission for Global Road Safety, an independent body with
The Bridgestone Group estimates that it will ship its ﬁve- Thousands of tyre checks conducted by Bridgestone in 10 a commissioner from each G8 country, including Mr Shigeo
millionth run-ﬂat tyre by the end of 2006, responding to the On the educational side, as an extension of the safety European countries during 2005 indicated that 44% of motorists Watanabe, former President of Bridgestone Corporation, from
growing demand from automobile manufacturers for this new activities we conduct continuously all over the world, we have were driving with at least one tyre below a safe pressure level, Japan. In its report of June 2006, the commission proposed
safety asset. Run-ﬂat tyres continue to operate at a speciﬁed linked up with the FIA Foundation (Fédération Internationale apparently unaware that a tyre loses pressure naturally over an action plan to fight the worldwide road accident epidemic,
speed for a speciﬁed distance after loss of pressure, thus de l’Automobile) and national motoring clubs in a major time, like a balloon. Driving on incorrect pressure is dangerous backed up by a “Make Roads Safe” campaign, with online
greatly improving safety after a puncture. By eliminating worldwide road safety initiative under the theme “Think and expensive: apart from reduced handling control, low tyre petition, aimed at putting global road safety on the G8 political
the need for spare tyres, they also increase fuel economy Before You Drive”. pressure has an extremely negative effect on tyre durability agenda and building public awareness.
through weight-savings, reduce rubber consumption and give and wear life, as well as fuel efficiency and emissions.
automakers more design freedom. The campaign concentrates on simple safety measures,
including correct tyre care, that only take a few seconds... but SAFETY THROUGH THE EYES OF A CHILD
Bridgestone is one of the world’s top manufacturers of could save a life. Of the 1.2 million road fatalities throughout 1 IN 8 CHECKED VEHICLES AT HIGH RISK
self-supporting run-ﬂat tyres and a leading supplier to car the world each year, 50,000 occur in the 25 member states of “How do children see road safety?” Starting in 2005,
manufacturers, including BMW, Ferrari and Volkswagen. The the European Union. To push the safety messages home, the Based on the 2005 tyre-check data, Bridgestone’s Technical Bridgestone invited primary school children across Europe to
company also markets the support ring-type run-ﬂat system program features a friendly, recognisable symbol - a crash- Centre Europe calculates that the 44% of motorists at risk are draw and paint their ideas, in the “Dreams at Heart” competition
and supplies it as original equipment for certain Toyota RAV4 test dummy - as the road safety ambassador. losing more than 20% of tyre wear life and, through increased supported by loyal partners “Royal Museums of Fine Arts
models. tyre rolling resistance, facing 2.9% higher fuel consumption. Belgium” and Pininfarina. The results were so encouraging
The practical components in Europe include the distribution Projected on a West European basis of 197.5 million cars, that the contest was extended to become a regular annual
of millions of road-safety advice leaflets, seat-belt crash we calculate that more than 8.4 billion litres of additional petrol event. See all the artworks at: www.dreamsatheart.eu
simulators at Grand Prix F1 events and motor shows, and the and diesel costing over €10 billion (at 2006 pump prices) are
distribution of millions of tyre gauges to measure tyre depth being consumed due to under-inflation, releasing an additional
and pressure. 19,2 million tons of CO² into the atmosphere.
This educational approach is reinforced by thousands 8
of tyre safety check-ups that we conduct for motorists in ACTIVELY ENGAGED IN INTERNATIONAL ROAD SAFETY PROGRAMS
public places. The aim is to encourage everybody to check
their tyre condition regularly and realise that the purchase of The “Think Before You Drive” campaign is the platform for
good-quality tyres is a vital safety investment. Bridgestone’s whole-hearted support of the European Road
Safety Charter. Initiated by the European Commission with
the objective of halving the E.U.’s 50,000 annual road fatalities
by 2010, this charter commits key institutions, associations
and companies to support road safety principles, carry out
specific safety-oriented activities and share good practice
with all other signatories.
8 / BRIDGESTONE EUROPE 9 / BRIDGESTONE EUROPE
5-10. Bridgestone: a dominant force in motor sport,
1-4. Bridgestone is a major tyre supplier to leading car and truck both on 2 and 4 wheels.
manufacturers in Europe.
ORIGINAL EQUIPMENT BRIDGESTONE MOTORSPORT
PARTNERS IN DEVELOPMENT STRONG GROWTH WITH COMMERCIAL VEHICLE CONSTRUCTORS A CULTURE OF PRECISION SUCCESS ON TWO WHEELS
Designing and supplying vehicle manufacturers with factory Rising awareness of our cost-per-kilometre performance has For the design of high-performance road tyres, there’s no Bridgestone has turned to motorcycle racing to boost the
ﬁtments is a vital part of our growth strategy in Europe. made Bridgestone premium truck tyres the N° 2 European better place to start than the race track. Bridgestone has company’s strong position in the European two-wheel market.
Beyond the volume sales that this sector provides, there are brand in the replacement market in 2006. This has led to unique motor sport experience, providing the company with In addition to continued support for a number of teams in the
signiﬁcant beneﬁts for joint development, brand image and contracts with all major truck manufacturers in Europe, with a formidable technology platform for improving consumer motocross World Grand Prix series, we entered Moto GP racing
pull-through sales in the replacement market. important sales volumes to Daimler Chrysler, DAF, Volvo, products. It’s a culture of precision, developed on the world’s in 2002 with a major R&D program and new technologies. As
Scania and Iveco. most demanding motor sport circuits. technical sponsor and tyre supplier with three top teams
Bridgestone is also a major supplier of original equipment to - Ducati Corse Team, Team Suzuki MotoGP and Kawasaki
BECOMING A MAJOR PLAYER European manufacturers of off-road vehicles, motorcycles Racing Team - we have ridden a steep progression curve to
and, through our Firestone brand, agricultural vehicles. FORMULA ONE: BRIDGESTONE’S COMPETITIVE EDGE success, celebrating 8 victories by end-2006 since our entry in
Bridgestone has developed a strong position in the passenger- the championship in 2002.
car original equipment (OE) market. Our market share 4 Bridgestone triumphed just one year after entering Formula
increased from 10% in the mid-90’s to over 17% in 2005 and we One in 1997 and then supplied the world champion team and
now supply all major car manufacturers in Europe. driver for 7 consecutive years. This impressive success has
undoubtedly helped build brand awareness with the motoring
Original equipment is a demanding technological challenge, public and a strong image of performance in Europe.
balancing the need to match ever-increasing vehicle
performance with both greater safety - especially in Brand awareness has also been boosted by the new GP2
braking distance and wet performance - and environmental Series, which has thrilled crowds at the circuits it shares with
requirements such as reduced weight and CO² emissions F1 Grand Prix events and pulled in big TV audiences. Driven by
(rolling resistance). With Bridgestone’s world-class aspiring F1 champions, the GP2 Series features identical cars
technology, an integrated OE/replacement product line-up all running on Bridgestone Potenza race tyres. The result is
and the advantages of our new proving ground provides for pure racing entertainment - and an opportunity for Bridgestone
joint development and testing with automobile partners, we to play a greater role in the training of young drivers, as well
are confidently aiming for a 20% share of European original as our own young engineers.
equipment by 2010.
BMW SUCCESS STORY
Bridgestone became the N° 1 tyre supplier to BMW in Europe in 2005,
8 9 10
providing Potenza and Turanza run-flat tyres across the range. Business is
also developing strongly with Audi, Mercedes-Benz and other luxury car
brands. In volume car segments, our progress has been equally impressive
and the advanced Bridgestone B250 general-use tyre is fitted to new models
from a growing list of manufacturers, including Renault, Peugeot, Opel and
10 / BRIDGESTONE EUROPE 11 / BRIDGESTONE EUROPE
2. European Proving Ground (EUPG), oval.
3-4. Wet testing: a key requirement for success in Europe.
5-6. State-of-the-art indoor testing facilities.
7. European Proving Ground (EUPG) aerial view.
8. European Education Centre at European Proving Ground.
1. Founder of Bridgestone: Shojiro Ishibashi.
THE WAY WE WORK TECHNOLOGY AND R&D
THE BRIDGESTONE WAY
EUROPEAN TYRE DEVELOPMENT AND TESTING Testing on the complete range of facilities has already
Bridgestone’s founder, Shojiro Ishibashi, defined the company’s mission when started and will reach full capacity by mid-2007 when the
he started making tyres in 1931 … “serving society with superior quality”. Every Technical Centre Europe (TCE), near Rome in Italy, is the dry/wet braking and subjective wet handling tracks become
driving force behind Bridgestone’s European activities. It operational.
employee at Bridgestone is committed to achieving this goal, working with what is where our winning Formula One technology is applied to
we call the Bridgestone spirit of Trust and Pride. It is the trust we earn from passenger-car tyres; where innovative run-flat technology is
raising safety and fuel efficiency standards; and where new NEW EDUCATION CENTRE TO STRENGTHEN MARKETING AND
customers and the community, through providing superior products and services, TECHNICAL CAPABILITIES
Bridgestone and Firestone tyres are developed and tested
that gives us the pride we feel in our products, companies and each other. This is for all types of vehicles. About 400 engineers, chemists and
‘The Bridgestone Way’, building a better company for tomorrow. technicians at TCE also design processes and equipment for Housed within the Aprilia proving ground, Bridgestone
our manufacturing plants, and quality systems to meet ISO/ Europe’s new 3000m2 European Education Centre (EUEC)
TS-16949 and ISO-14001 standards. gives employees and business partners the unique ability
to experience a complete learning process, from lectures
and practical workshops to vehicle diagnosis exercises and
EXPANDING FACILITIES AND RESOURCES on-track testing in a safe environment. In addition to training,
CUSTOMER CARE IN EVERYTHING WE DO
EUEC serves as a venue for R&D meetings, joint discussions
The 32-hectare TCE complex, with approximately 17,000 m2 of with automotive manufacturers and media events. On a global
‘The Bridgestone Way’ is brought to life by a working culture of
covered floor-space, has been expanded to meet increasing basis, it works closely with regional Bridgestone education
Customer Care. From top divisional management to the factory
demand from car manufacturers and trade customers across centres established in Japan, USA, the Middle East, China
floor and retail store, all Bridgestone Europe employees are
Europe. The 3-year program will add new state-of-the-art and Thailand.
trained to view themselves first through the eyes of their
equipment and technology, as well as significantly increase
customers. Only by understanding customer needs, can we
pilot plant, indoor testing and laboratory capacity.
then adapt our behaviour to exceed customer expectations.
Attitude alone cannot create a customer-oriented organisation. ADVANCED NEW EUROPEAN PROVING GROUND
Business processes and practices - from R&D, manufacturing
and testing through to logistics, marketing and sales - must Opened in June 2004, the new Bridgestone European Proving
themselves be focused on customer satisfaction, and then be Ground at Aprilia, near TCE in Italy, has been specially designed
continually measured and improved. for testing new-generation, high-performance tyres. This €40
million, 144-hectare complex, which integrates existing TCE
Bridgestone believes that its size, leadership position and facilities, gives us the most modern and advanced year-round
continued ability to innovate depend on its ability to sustain a testing facilities in Europe.
customer care culture. This is why the customer is at the core
of all our long-term plans. It is the building block for the future,
summarized by our brand message ‘Passion for Excellence’. 5 6 7 8
12 / BRIDGESTONE EUROPE 13 / BRIDGESTONE EUROPE
1 2 3 4 5
6-9. The Zeebrugge distribution centre, one of 3 Bridgestone European Logistics Centres.
10. Tyre delivery to a First Stop retail outlet.
1. Béthune tyre plant, France.
2. Control room - Banbury mixing area, Béthune plant, France FA C T F I L E S P E R P L A N T
3. Moving to a fully-automated tyre production process in Europe.
4. The vulcanisation process.
5. Bridgestone Béthune plant produces 200,000,000 passenger car tyres. Béthune Bari Bilbao Burgos PSM Poznan
(France) (Italy) (Spain) (Spain) (Spain) (Poland)
Employees 1235 963 1276 1253 602 1140
MANUFACTURING Established in 1960 1962 1932 1967 1965 2000
SUPPLY CHAIN MANAGEMENT
PSR PSR TBR PSR PSR
tyres tyres tyres tyres tyres
MADE IN EUROPE PSR= Passenger / TBR= Truck and Bus / CVR = Commercial Van / AG = Agricultural / PSM = Puente San Miguel
Bridgestone Europe operates 7 manufacturing plants, including the fully-automated Hungarian
facility that will come on stream in early 2008, producing a wide range of different types of tyres
under Bridgestone, Firestone and house-brand labels.
8 9 10
EVER HIGHER QUALITY AND ENVIRONMENTAL STANDARDS REVOLUTIONARY FULLY-AUTOMATED PLANT UNDER IMPROVING PRODUCT AVAILABILITY AND CUSTOMER WAREHOUSE TO DEALER WITHIN 24 HOURS
Bridgestone’s European plants and Bridgestone Europe HQ With our dynamic new supply chain strategy and a European
are certified by Lloyds to ISO/TS-16949:2002 quality standards. Bridgestone has strategically allocated investment in How can you improve distribution in the enlarged European e-commerce program that gives dealers fast-track ordering
The modern facilities are fully committed to the ‘Kaizen’ European manufacturing to meet growing demand, increasing Union and at the same time, satisfy dealers’ demands for lower and immediate confirmation, Bridgestone can now give
philosophy of continuous improvement in all areas of the output capacity at the advanced Poznan (Poland) plant and stock levels and faster delivery? Bridgestone Europe met this customers top quality products, delivered fast and efficiently,
manufacturing process - including safety, product quality, the Bilbao, Spain, truck & bus tyre facility. double challenge with an ambitious initiative to streamline right across Europe. The right tyre, in the right place, at the
productivity and costs. BSEU’s strict environmental policy European logistics and improve product availability. right time … that’s customer service!
focuses on the reduction of waste materials and energy To further increase production of high-performance and
consumption, combined with increased recycling and reuse large-rim sized tyres, Bridgestone has started construction Replacing the traditional system of national warehousing
of materials. It is this commitment that has enabled BSEU of Europe’s first fully-automated tyre plant. The €190 million and transport, Bridgestone’s total European inventory now
factories to obtain ISO-14001:2004 certification from Lloyds in complex in Hungary features the revolutionary new BIRD comes under central ownership and control. Three European
all European factories. production system (Bridgestone Innovative and Rational logistics centres - in Belgium, the Czech Republic and Spain -
Development), automating the entire manufacturing sequence serve a network of regional distribution centres close to their
from material processing through to final inspection of finished markets. This two-tiered system enables us to delay market
RISK ASSESSMENT PROGRAM RAISES SAFETY TO RECORD LEVELS tyres. Production is planned to start in 2008 and reach 8,000 allocation and gain flexibility in locating inventory, leading to
passenger-car and light-truck tyres a day by early 2009. cost optimalisation and greater customer satisfaction. At the
Accidents and injuries have declined significantly at all BSEU same time, national carriers have been replaced by global
plants since the introduction of a corporate safety program in ones offering superior service, ensuring rapid and reliable
2004. The strength of the program is based on enhancing plant NEW TRUCK AND BUS TYRE PLANT IN POLAND delivery to customers.
manager commitment to the goal, thus helping to raise employee
awareness and enthusiasm. Alongside an ambitious risk Construction of the company’s second European truck and
assessment program to identify all the safety issues, counter bus tyre plant starting in 2007 foresees production start up
measures are then successfully introduced. In May 2006, in 2009. Approximately € 200 million has been earmarked for
the Béthune plant completed more than 2 million worked hours the project at Stargard, Poland, with production due to start in
- equivalent to over 347 days of operation - without accident early 2009. The projected daily output of 5,000 radial tyres by
resulting in lost time. The Béthune plant is followed by Bari and 2011 will enhance the company’s degree of self-sufficiency in
Burgos plants which are heading for similar records. In total, the region and contribute to the creation of a strategic product
for all BSEU plants, the frequency of accidents has decreased supply system.
by more than 60% since 2004.
14 / BRIDGESTONE EUROPE 15 / BRIDGESTONE EUROPE
1 2 3
4-5. Tyre expertise, training and equipment:
the key to providing customer service.
1. Firestone tyres are renowned in the agricultural market.
2. Bridgestone: key player in the motorcycle segment.
3. Bridgestone is one of the few manufacturers to provide BRIDGESTONE SALES IN EUROPE
a full range of off-the-road tyres.
> Major share of original equipment tyres to car manufacturers
> Major supplier of run-flat tyres in Europe
> N° 1 in motorcycle radial tyre market
> N° 2 in the truck & bus replacement market
> N° 2 in off-road tyres
SALES & MARKETING > 16% share of agricultural tyre market
CUSTOMER CARE COMES ALIVE 2) Total Tyre Management: “Truck Point: professional tyre STRONG RETAIL CHAINS ADD SERVICE TO SALES
service, anywhere in Europe, any time” - an extensive
The marketing and sales of Bridgestone products in Europe pan-European network of over 2,000 professional and The First Stop network of tyre specialists is the cornerstone
are undertaken by our 17 national sales subsidiaries, keeping qualified truck tyre dealers in 21 countries. of Bridgestone’s marketing effort for passenger car tyres
the company in close contact with customers and end users 3) Total Retread Systems: “Cost performance and casing in Europe. With more than 1500 independent outlets in 23
in every market. management for your Bridgestone tyres” - a tailor-made countries, the network asserts a unified identity and offers
Customer care training is the foundation for our marketing service extending the tyre life cycle, under the Qualitread end users high service standards. Bridgestone also operates
activity. Local training centres, sales caravan programs and brand name. directly-owned retail outlets in Europe, with an expanding
the new state-of-the-art European Education Centre at our 4) Total Tyre Range: “Premium tyres for premium performance” network of 300 stores, mainly in France, Germany and Spain.
proving ground in Italy are used to train both Bridgestone - Bridgestone’s premium truck tyres for the lowest cost
personnel and retail partners, to achieve higher service per kilometre, combining superior safety with mileage
standards and better sales together. We aim to help tyre resulting in cost savings over the whole tyre life.
dealers ‘sell out’ their products, instead of the traditional Motorcycle tyres
approach of maximising ‘sell in’. Results can be dramatic: Bridgestone is N° 1 in the European motorcycle radial tyre
a win-win situation where Bridgestone and dealers both market and a strong player in all major motorcycle tyre
increase turnover. categories. This position will be strengthened in 2007 by
updating the existing range, adding strategic new products to
A MARKETING STRATEGY FOR STEADY GROWTH
meet Europe’s diverse geographic and usage demands, and Bridgestone’s truck and bus tyre business is supported by the
Passenger car tyres introducing the “Biker’s Club”: a dealer loyalty program to Truck Point network of independent truck-tyre dealers. More
In line with our European objective of steady and profitable build distribution and optimise the availability of our products. than 2,000 centres in 21 European countries provide vital
growth, the strategy for our passenger-car tyres is to support and high quality services, including the pan-European
continually improve the marketing mix: 24/7 Service Europe breakdown service, to our national and
With the worldwide supply of off-road tyres lagging demand
> our product mix, to meet the growing demand for tyres trans-national fleet customers.
in the short term, Bridgestone concentrates on providing
fitted to larger sized rims, run-flat capabilities and other
customers with after-sales service to extend tyre life. From
2006, a €200 million investment will raise production capacity
> our brand mix, as differing price and performance market
of large and ultra-large radial tyres in Japan to meet growing
global demand from the mining, quarrying and construction
> our customer mix, where Bridgestone’s strength as a supplier
of original equipment has created new opportunities with car
dealer channels in the replacement market. Agricultural tyres
Ever since Harvey Firestone “put farms on rubber” with the first
Truck & Bus tyres
pneumatic tractor tyre in 1932, the Firestone brand has been a
The complete range of integrated truck fleet products and
pioneer in agricultural tyres. Today, as farmers trade up to faster The strong position of Firestone tyres in the agricultural
services is now grouped under the umbrella “Total Fleet
tractors with higher on-road performance, Firestone’s high-quality market is supported by our European Agri Point network of 700
Management” which providing a professional response
radial tyres enjoy growing popularity. We aim to maintain this dealers and around 2,000 outlets, providing users with a highly
to all aspects of truck tyre management, with four main
momentum with new products, continuous product improvement professional response, as we move our marketing approach
and the development of emerging eastern European radial from product information to one of product service.
1) Total Fleet Systems: “Custom solutions for efficient fleet
operations” - a flexible and tailor-made solution to meet
the customer’s specific needs and backed by state-of-
the-art internet-based systems.
16 / BRIDGESTONE EUROPE 17 / BRIDGESTONE EUROPE
1 2 3
1. Former Bridgestone headquarters in Tokyo, Japan.
2. Harvey Firestone on his shop ﬂoor.
3. The ﬁrst Bridgestone tyres, Japan 1931.
4. Bridgestone integrated suspension module.
5. Potenza F1 racing tyre.
6. Classic downtown store of Firestone Tire & Rubber Company in the early days.
VISION OF A FOUNDER COMING TO EUROPE BRIDGESTONE EUROPE NV/SA BRIDGESTONE DEUTSCHLAND GMBH BRIDGESTONE SALES POLSKA SP.Z.O.O.
Kleine Kloosterstraat 10 Du Pont Strasse 1 Domaniewska Street 41
When Shojiro Ishibashi created Japan’s ﬁrst tyre production To become the acknowledged global industry leader, 1932 Sint-Stevens Woluwe D - 61352 Bad Homburg v.d.h., 02-672 Warszawa, Poland
company in 1931, he thought carefully about the name. This Bridgestone needed to expand business into the advanced (Zaventem) Belgium Germany T: +48-22-606.18.20
was a time when foreign products were in high demand, so and highly-competitive European market with continuous and T: +32-2-714.67.00 T: +49-6172 4 08-01 F: +48-22-606.18.22
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he reversed the literal English translation of his name ‘Stone strategic investment. After setting up a European coordination
Bridge’ to create an international company name. A man with centre in Brussels in 1990 and transforming it into the European BRIDGESTONE AUSTRIA GMBH ELASTRAK BRIDGESTONE PORTUGAL L.DA
a clear vision of where he was going. headquarters in 1994, Bridgestone stepped into Formula One Laxenburger Strasse 252 15, Thivaidos Street, N. Kifissia Urbanização Do Passil - Lote 96 A
racing in 1997. 1230 Wien - Austria 14564 Athens - Greece 2890 - 118 Alcochete, Portugal
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Ishibashi never forget his roots. To celebrate his company’s Bridgestone has expanded successfully by continuously BRIDGESTONE BELUX NV/SA BRIDGESTONE MAGYARORSZÁG KFT BRIDGESTONE HISPANIA S.A.
25th anniversary, he returned to Kurume - where he had developing and deploying new technologies: from run-flat Liersesteenweg 400, Timar U 20 C/ Fuerteventura 9, Poligono Industriale Norte
started his career making rubber-soled shoes in 1925 - and car tyres and in-wheel motor systems for electric vehicles 2800 Mechelen 1034 Budapest III - Hungary San Sebastian de los Reyes
built the Ishibashi Cultural Centre. He then donated it to the to Greatec Mega Drive truck & bus tyres and adhesive films T: +32-15-28.19.19 T: +36-1-430 27 80 E-28700 Madrid, Spain
city. Proving that public welfare and proﬁtable growth can for solar modules. And in everything we do, we have safety at F: +32-15-28.19.10 F: +36-1-387.93.11 T: +34-91-623.30.17 F: +34-91-623.30.44
go hand in hand, Bridgestone had by this time in the 1950’s heart. Safety on the road, through our partnership with the FIA
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office in 1972, Bridgestone acquired the second largest Sigma 1, Soften Centro Direzionale Colleoni, Limmatpark, Pfadackerstrasse 6
American tyre producer in 1988 - Firestone Tire & Rubber Bridgestone’s goal is to become the undisputed No.1 tyre and DK-8382 Hinnerup, Palazzo Taurus (A3), Viale Colleoni 3 8957 Spreitenbach,
Company - and became a global company. rubber company both in name and reality. In Europe, we aim Denmark I-20041 Agrate Brianza (Milano) - Italy Switzerland
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