In laying out its new mid-long term business strategy, Japanese tyre maker Bridgestone Corporation says it will focus on sustainable mobility towards 2050 and beyond.
In a virtual press conference from Tokyo, Bridgestone Global CEO/Representative Executive Officer Shu Ishibashi unveiled the new global brand tagline “Solutions for your journey” and refreshed brand identity. These are part of the company’s ongoing transformation to offering more than tyres and diversified products to include sustainable mobility and advanced solutions.
As part of the strategy, Bridgestone says it will continue to realise and enhance its vision of providing social value and customer value as a sustainable solutions company with three main business strategies for accomplishing that vision:
· Leverage sustainability as a competitive advantage and core to all aspects of its business, to create both social value and customer value.
· Enhance the solutions business through the Bridgestone T&DPaaS (Bridgestone Tire and Diversified Products as a Solution)
· Evolve and grow to a mobility solutions business utilising the strength of its core tyre and rubber business.
“The introduction of Bridgestone’s ‘Solutions for your journey’ tagline signals our company’s ongoing transformation to the world and communicates our long-term vision to be a sustainable solutions company,” said Ishibashi, “We consider this moment to be a “Third Foundation (Bridgestone 3.0)” in our company’s history, with the “Original Foundation (Bridgestone 1.0)” being in 1931 when Bridgestone was established in Tokyo and the “Second Foundation (Bridgestone 2.0)“ taking place in 1988 when Bridgestone merged with the Firestone Tire & Rubber Company. We are excited for the future as Bridgestone advances to offer world-class mobility solutions that deliver increased value for our customers and society.”
The “Solutions for your journey” tagline will replace the existing Bridgestone brand tagline, “Your Journey, Our Passion.” The new tagline will be utilised globally in all markets where Bridgestone has sales and operations to strengthen the company’s position as a truly global company.
The Japanese firm says it will begin leveraging the new tagline in the second half of 2020 with a full-scale launch planned for the first quarter of 2021.