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Bridgestone Europe
CONTENTS



    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

    Manufacturing                                                     14

    Supply chain management                                           15

    Sales & marketing                                                 16-17

    Landmarks                                                         18

    Contacts                                                          19




«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.»




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                                                                                                                                                                                           5. Five-star First Stop model store at Drogheda, Ireland.




    BRIDGESTONE EUROPE
    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).
    services.




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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.




                                                                                                                                                                                                                                             8


    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
                          South
                                            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
                          Asia
                                           11               1             23               2                2               0                1
                      (excl. Japan)
                         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
    components.



                                                                                1. Bridgestone Corporation head office in Tokyo, Japan.
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                                                                                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.
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                                                                                                                                                                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.



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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
                                                      4
                                                                                  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.




                                                                                                       www.safetyatheart.eu



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                                                                                                                                                                    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.




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    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
                                                    Fiat.


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                                                                                                                                                                             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.




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                                                   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




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                                                                                                                                                                                                                                                             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
                                                                                                                                                             CVR/
                                                                                                          PSR          PSR          TBR           PSR                       PSR
                                                                                   Products                                                                 TBR/AG
                                                                                                         tyres        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
                                                                             CONSTRUCTION                                                                                                SATISFACTION
    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
                                                                                                                                                                                                                              4                                          5

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
                                                                                  Off-road tyres
    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
         high-performance products;
                                                                                  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
         segments evolve;
                                                                                  global demand from the mining, quarrying and construction
       > our customer mix, where Bridgestone’s strength as a supplier
                                                                                  industries.
         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
    components:
                                                                                  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
                                                                                  markets.
         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.




    LANDMARKS                                                                                                                                             CONTACTS


    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
                                                                                                                                                          F: +32-2-714.67.09                    F: +49-6172 4 08-490                      F: +48-22-606.18.23
    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
                                                                                                                                                          T: +43-1-61-41 30                     T: +30-210-819 68 20                      T: +351-21-230 7350
    ROOTS CREATE GROWTH                                              STAYING AHEAD IN TECHNOLOGY AND SAFETY                                               F: +43-1-61-41 31 00                  F: +30-210-807 86 80                      F: +351-21-230 7391

    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
                                                                                                                                                          BRIDGESTONE CR S.R.O.                 BRIDGESTONE IRELAND LTD                   BRIDGESTONE SWEDEN AB
    become Japan’s largest tyre manufacturer.                        Foundation in the ‘Think Before You Drive’ global road safety                        Praha City Center                     10, Fingal Bay Business Park              Gärdevägen 5A, PO Box 9074
                                                                     campaign; safety for the future, through our Europe-wide                             Klimentska 46                         Balbriggan, Co. Dublin                    850 09 Sundsvall,
                                                                     ‘Dreams at Heart’ children’s art competition; and safety in the                      110 02 Praha 1, Czech Republic        Ireland                                   Sweden
    INTERNATIONAL EXPANSION                                          way we produce and dispose of our products in Europe.                                T: +420-221.856.021                   T: +353-1-841 0000                        T: +46-60-51 52 00
                                                                                                                                                          F: +420-221.856.022                   F: +353-1-841 5245                        F: +46-60-566 121
    After setting up production in Malaysia in 1965, a USA
    marketing subsidiary in 1967 and a European representative       FUTURE LANDMARKS?                                                                    BRIDGESTONE DENMARK A/S               BRIDGESTONE ITALIA S.P.A.                 BRIDGESTONE SCHWEIZ AG
    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
                                                                     to get there by continuing our steady and profitable growth,                         T: +45-87-64 66 64                    T: +39-039-65 60 11                       T: +41-56-418.71.11
                                                                     focusing on high-value products and services.                                        F: +45-87-64 66 65                    F: +39-039- 689 96 37                     F: +41-56-401.34.68

                                                                                                                                                          BRIDGESTONE FINLAND OY                BRIDGESTONE NETHERLANDS B.V.              BRIDGESTONE UK LTD.
                                                                                                                                                          Korpivaarantie 1 - PO Box 22          Distriboulevard 15, 4761 RZ Moerdijk      Athena Drive
    4                                         5                                                            6
                                                                                                                                                          01451 Vantaa, Finland                 PB 65, 4780 AB Moerdijk                   Tachbrook Park, Warwick,
                                                                                                                                                          T: +358-9-857 862 00                  The Netherlands                           Leamington Spa
                                                                                                                                                          F: +358-9-857 862 51                  T: +31-168 385 110 - F: +31-168 385 111   CV34 6UX - England
                                                                                                                                                                                                                                          T: +44-1926 488 500
                                                                                                                                                          BRIDGESTONE FRANCE S.A.S.             GJERDE & BYRHING A/S                      F: +44-1926 488 600
                                                                                                                                                          Parc d’activités du Moulin de Massy   Jerikoveien 22
                                                                                                                                                          23, rue du Saule Trapu                1067 OSLO, Norway
                                                                                                                                                          91882 Massy Cedex, France             T: +47-22.30.65.77
                                                                                                                                                          T: +33-1-69.19.27.00                  F: +47-22.30.60.93
                                                                                                                                                          F: +33-1-69.19.27.01


    18 / BRIDGESTONE EUROPE                                                                                                                                                                                                                              19 / BRIDGESTONE EUROPE
                               November 2006




BRIDGESTONE EUROPE NV/SA


    Kleine Kloosterstraat 10
  1932 Sint-Stevens Woluwe
       (Zaventem) Belgium
          T: +32-2-714.67.00
          F: +32-2-714.67.09
       www.bridgestone.eu

				
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