TheGrowth Chronicle
Stories and insights on our journey of growth
Group President’s Message
Dear Teammates,
As we move forward into the second half of the year, I want to take a moment to re ect on what our 24MBP theme, "Drive Growth Together", means to me and to us as an organisation. This theme encapsulates our collective efforts, shared vision, and mutual support.
For the rst half of 2024, we have achieved remarkable milestones, including retaining the coveted title of “Most Trusted Tyre Brand” by Reader’s Digest for an unprecedented 11th time in Australia, and the 8th straight year in New Zealand, being awarded the “Best Quality Supplier” Award by Toyota in Vietnam for the 7th consecutive year, and Bridgestone Indonesia being honored with the Best Excellent Quality and Best CO2 Emission Reduction awards at the Honda Prospect Motor (HPM) Supplier Conference.
Our SBU’s business performance during this period has demonstrated our ability to deliver results and drive growth, achieving 120% of AOP (Annual Operating Pro t) target and a +2.2% increase in AOP margin compared to the previous year. These accomplishments are clear evidence that we are steadily driving growth together, and everyone should take pride in these achievements. Each of you has played a crucial role in our successes, and I want to personally thank you for your unwavering commitment and excellence. Teamwork makes the Bridgestone dream work.
By working together, sharing ideas, and supporting one another, we have been able to drive growth together and overcome challenges.
As we look ahead to the rest of the year, I encourage you to share your valuable insights and support one another. We will strengthen our activities throughout the value chain and focus more on acquiring sustainability-driven business opportunities. On a global scale, the Bridgestone 3.0 Journey integrated report, published in June 2024, provides a comprehensive overview of our global initiatives. I encourage you to read it for a deeper understanding of the company's direction and strategy. We will further focus on value creation with the basic business scenarios: “Create good business quality”, “Create good tires”, “Create good business” and “Create new business sowing good seeds for the future”.
Thank you once again for your contributions. Your hard work and dedication are the driving force behind our success. Let us continue to drive growth together and make the rest of the year even more meaningful.
Yours sincerely,
YASUHIRO MORITA BSAPIC Group President
Drive Growth Together as as a Premium Brand
Planting the Seeds of Excellence
Master the Art of Ultra Performance, a Regional Marketing Campaign
Can a tyre create art? This was the question Bridgestone Asia Paci c, India China (BSAPIC) asked in the rst half of the year with “Master the Art of Ultra Performance”, a regional marketing campaign that rede nes ultra tyre performance as beautiful art forms.
Collaborating with artists, creatives, precision drivers, and motorsport enthusiasts, BSAPIC gathered spatial and speed data from AI sensors installed on a high-performance sports car. The result was four stunning moving and static artworks depicting tyre performance through bold, sweeping strokes that represent velocity, circular patterns, graceful lights and shadows, and more.
The ad lm has been broadcast across key digital media channels in Asia and additional markets.
Watch the full video here.
3
Artwork of High-speed Stability, Precision, Control, Grip
Bridgestone Partners with Forza Motorsport for "Bridgestone Rivals: Race to the Top" Gaming Event
To create memorable experiences for gamers and motorsport enthusiasts, Bridgestone and Forza Motorsport launched the "Bridgestone Rivals: Race to the Top" virtual gaming competition. From 20 June to 10 July 2024 (UTC), gamers across the Asia Paci c raced the Lamborghini Huracán STO on a specially created virtual circuit for prizes worth up to US$1,000.
Iconic Sim Race Track
Participants raced on the virtual Hakone Grand Prix, a stunning circuit with views of Mount Fuji and the Japanese countryside that features long straights, wide turns, and challenging braking zones. The fastest lap times were recorded at participating locations in Australia, Indonesia, Malaysia, New Zealand, Singapore, South Korea, Taiwan, Thailand, and Vietnam.
Watch the trailer here
Bridgestone Korea collaborates with the O-NE Superrace Championship
Bridgestone Korea has partnered with the O-NE Superrace Championship, South Korea's major motorsport event, to exclusively supply Bridgestone’s safe, durable, and precise POTENZA RE-71RS sports tyres for the new 'Prius PHEV Class.' The championship combines motorsports with entertainment and hosts various races accredited by Fédération Internationale de l'Automobile (FIA) across South Korea and neighbouring countries, such as China and Japan. The 2024 season of the O-NE Superrace Championship features seven classes, including the Super 6000 for top drivers and the new Prius PHEV Class, for amateur races with Toyota's 5th generation Prius PHEV models, among other races.
“ I
could feel the various advantages of the POTENZA during the race. It provided a definite advantage in maintaining stability and recovering pace, even when braking late and not losing control or going off course. It feels like a truly 'reliable tyre.'
– Lee Yul, a driver from Redcon Motorsports
Gardener’s Tip: Soil Preparation
Importance: Just like choosing the right tyres for your vehicle, starting with the right soil ensures a strong foundation for your plants.
Tip: Test your soil's pH level and adjust it accordingly. Adding compost can improve soil structure and nutrient content.
Drive Growth Together with Our Retailers, Distributors and Partners
Nurturing Strong Partnerships 3
Celebrating a Long-Term Partnership with Bridgestone
Tonghua City, in China’s Jilin Province, known as the "Northern Mountain City," has a rich cultural heritage as the birthplace of Goguryeo and Shaman cultures. Today, it is an important transportation hub, and Mr Pang Bo’s dealership is Tonghua's top destination for automotive needs.
Mr Pang started his career in a modest tyre shop under his father's guidance. Now, he operates a 2,000-square-meter establishment and is a long-term Bridgestone partner. The dealership uses Bridgestone’s Education Network app to enhance tyre performance expertise and offers agship
products like the ALENZA 001 REP, T005 EV, and T005 EVO. The team provides promotions and extended warranties, aiming for customer satisfaction.
Mr Pang and his team take pride in their journey and partnership with Bridgestone. We thank Mr Pang and his team for their dedication and look forward to many more years of our partnership.
Gardener’s Tip:
Choosing the Right Plants
Importance: Selecting the appropriate plants for your garden is akin to picking the right tyres for different terrains.
Tip: Consider your climate, soil type, and the amount of sunlight when selecting plants. Native species often require less maintenance and are better adapted to the local environment.
We would like to extend our gratitude to Mr. Wang Meng, our BSCN Sales teammate, for his support in coordinating with Mr. Pang Bo for this article.
Bridgestone Leverages China’s Growth for Global Strategy Success
Bridgestone is optimistic about the ongoing growth opportunities in China, recognising the country’s dynamic and rapidly evolving market as a signi cant driver of its global strategy. In response to the increasing demand for advanced automotive solutions and the diverse needs of Chinese consumers, Bridgestone is dedicated to continued growth and investment in China. This commitment is demonstrated through a strategic focus on three key areas:
Enhancing Production
Upgrading the Bridgestone Wuxi plant to increase high-performance tyre output and localizing High Rim Diameter (HRD) tyre production. Equipment upgrades are also planned for the Tianjin facility, to be completed by August 2025.
Expanding Car Wing Select
Since last year, Bridgestone has opened more Car Wing Select in locations such as Wuhan, Yantai, and Leshan to provide one-stop vehicle maintenance services tailored to the diverse needs of premium car owners in China. This initiative represents Bridgestone's innovative approach to exploring premium services in the Chinese market.
Strengthening Partnerships
Bridgestone is actively fostering stronger relationships with its partners in China. This year, several automotive companies have selected Bridgestone to supply tyres for their EVs. These partnerships demonstrate the company's dedication to delivering innovative, reliable, and sustainable tyre solutions that meet the evolving needs of the Chinese automotive industry. Through these collaborations, Bridgestone aims to further enhance its presence and in uence in the Chinese
SAIC-GM BUICK GL8 Lu Zun PHEV Powered by TURANZA T005
Ideal L6 Powered by ALENZA 001
Drive Growth Together with Premium Products
Blooming with Innovation
Experience Unparalleled Comfort with TURANZA 6i
This year, Bridgestone India launched the TURANZA 6i, a new generation of tyres featuring our ENLITEN® technology, speci cally designed for Indian roads.
The TURANZA 6i is part of Bridgestone’s expansion in the passenger car radial (PSR) tyre business and caters to a range of premium vehicles, including SUVs, sedans, hatchbacks, and CUVs. Available in 36 sizes from 14 to 20 inches, the TURANZA 6i supports the “Make in India” initiative.
Key features of the TURANZA 6i include improved fuel ef ciency, exceptional wear life, and a smooth, quiet ride, addressing the demands of electric vehicles with low noise. ENLITEN® technology boosts performance, making the TURANZA 6i the most comfortable seat on the road.
Bridgestone’s proprietary ENLITEN technology incorporated in product design, enables us to provide a unique value proposition of ‘Premium Riding Comfort’ as per the growing new needs of the market, while also further enhancing the basic performance desired by Indian consumers including long-lasting tyre life and better fuel efficiency, – Hiroshi Yoshizane, Managing Director
Gardener’s Tip:
Watering Wisely
Importance: Proper watering is crucial for plant health, just as maintaining the correct tyre pressure is essential for vehicle safety.
Tip: Water your plants early in the morning to reduce evaporation. Use drip irrigation or soaker hoses to minimize water waste.
Rajarshi Moitra (left), Chief Commerical Of cer and Hiroshi Yoshizane (right), Managing Director of Bridgestone India, at the TURANZA 6i Media Conference
Drive Growth Together with Quality
Cultivating Quality at Every Step
Award-Winning Bridgestone Quality
At the Honda Prospect Motor (HPM) Supplier Conference in March 2024, Bridgestone Indonesia proudly received dual accolades for Best Excellent Quality and Best CO2 Emission Reduction, recognising Bridgestone's commitment to exceptional quality and dedication to environmental sustainability.
Our commitment is re ected through quality assurance at the heart of every production phase across Bridgestone’s 48 tyre factories worldwide. Each operator is responsible for consistency, from machine settings to raw material usage.
Every Detail Matters
At Bridgestone Indonesia, precision is the hallmark of the production process. Operating for nearly ve decades, Bridgestone Indonesia has established itself as a key player in the tyre industry, offering a diverse range of products recognised
for performance and ef ciency. Production facilities in Bekasi and Karawang cater to distinct markets, specialising in bias and radial tyres respectively.
Bridgestone Vietnam – Quality Award from Toyota
Bridgestone Vietnam is proud to receive the Quality Award from Toyota for the seventh consecutive year, underscoring our commitment to high-quality products and environmental sustainability.
This award af rms Bridgestone’s commitment to focusing on quality, based on the Bridgestone DNA, for 'Made in Vietnam' products. Since 2010, Bridgestone Vietnam has been a key tyre supplier for Toyota, notably for advanced tyre models like the TURANZA T005 and ECOPIA EP150.
“This award serves as a testament to our mission statement –‘Serving society with superior quality’ – as well as our ongoing efforts to reduce our environmental footprint and contribute to a greener, more sustainable future. We are proud to receive the Quality Award, and remain steadfast in our pursuit of excellence and sustainability in tyre manufacturing.
– Mr. Nobuharu Shiina, General Director, Bridgestone Tire Manufacturing Vietnam
Nobuharu Shiina (left), general director of Bridgestone Tire Manufacturing Vietnam and Naoki Inutsuka, general director of Bridgestone Tire Sales Vietnam Limited Liability Company with the seventh quality award cup.
– Photo Courtesy Bridgestone Vietnam
Drive Growth Together with Service to Society
Sowing the Seeds of Sustainability
The Bridgestone Apprenticeship Program in Australia
The Australian auto service market, worth A$7.6 billion and growing at 4% annually, struggles with over 40,000 vacant mechanic positions. To address this, Bridgestone Australia launched the "Grow Your Own" strategy in 2021, aiming to create a sustainable pipeline of young talent.
Supported by A$2.5 million in government funding, the program offers 36-48 month apprenticeships with mentoring, job placements, above-standard pay, toolkits, and training on hybrid and EV technology.
With a 94% retention rate in 2023 and signi cantly lower attrition rates than the industry average, the program effectively inspires young people towards ful lling careers.
“
Being part of the apprenticeship program has been a life-changing experience. Every day, I'm learning new skills and gaining valuable hands-on experience that I know will shape my future career. The mentorship and support from experienced technicians have been incredible, and I feel confident and prepared for the challenges ahead.
– Will Haddy, BSAL Apprentice
“
Gardener’s Tip: Mulching
Importance: Mulch helps retain moisture, suppress weeds, and regulate soil temperature, similar to how quality tyres ensure a smooth ride.
Tip: Apply a 2-3 inch layer of organic mulch around your plants. Avoid piling mulch against the stems of plants to prevent rot.
Bridgestone Indonesia – BE MANTAP Vocational training
At Bridgestone Indonesia’s Bekasi plant, a new apprenticeship and vocational training strategy is helping young people nd rewarding careers. In 2021, Bridgestone launched the BE MANTAP program, a certi ed one-year apprenticeship endorsed by the Ministry of Manpower, to address workforce attrition and maintain high standards.
This program includes rigorous selection criteria and a dedicated Vocational Training Centre (VTC) for hands-on training. Bridgestone’s comprehensive talent and education strategy comprises three levels: BE MANTAP for high school or vocational school graduates, BE INTERN for university students, and BE TEAM for bachelor and diploma graduates.
“ “ newfound sense of responsibility and purpose. – Muhammad Faisal Fidriawan, BE MANTAP apprentice
In 2023, the program produced 48 BE MANTAP graduates, 20 BE INTERN students, and 14 BE TEAM apprentices, with plans for expansion. Bridgestone’s approach has gained recognition from the International Labour Organisation, potentially serving as a model for other companies.
Drive Growth Together with Focus on Safety
Protecting Our Garden with Care
Safety First, Always
Aligned with our global safety mission, "Safety First, Always," Bridgestone is fully committed to ensuring safety across all our operations worldwide.
Leveraging Safety Tech
In terms of safety technology, BTMT introduced AI cameras alongside traditional safety measures like safety bars and emergency stop buttons. These cameras detect hazards and stop operations autonomously, even in close proximity situations. They can differentiate between human handsand gloves accurately, minimising disruptions. BTMT plans to expand this technology across its equipment, prioritising safety while maintaining productivity.
Gardener’s Tip:
Pest Control
Importance: Protecting your garden from pests is as crucial as safeguarding your tyres from road hazards.
Tip: Encourage bene cial insects like ladybugs and lacewings. Use organic pest control methods like neem oil or insecticidal soap to keep harmful pests at bay.
Q&A with Taweesak Laosupa, BTMT staff
Q: Tell us about your role and responsibilities at BTMT.
A: I have been with BTMT since 2017, and I currently work in the Production Department's Extruding section. I am responsible for operating the TET #1 machine near the Warming Rolls.
Q: How has the safety initiative at BTMT impacted your daily work routine?
A: I feel safer in my daily work routine since we implemented this initiative, thanks to the system's ef ciency and reliability.
Q: Have you noticed any changes in the overall safety culture and awareness among your colleagues?
A: From my observation, the overall safety culture and awareness among our teammates have strengthened, as I've noticed an increasing trend in
Q: How do you feel about working at BTMT and how does the safety process contribute to the success of the company?
A: I feel safe and motivated to work at BTMT because the company is dedicated to developing and improving safety initiatives for employees. I believe that maintaining a strong foundation elevates BTMT as a leading company with a primary focus on safety. This commitment is conveyed through our safety DNA, evident in both our workplace practices and the safety of the products.
Drive Growth Together with New Technology
Harnessing Technology to Cultivate the Future
Introducing Bridgestone Techcheck
Launched in 2023, Bridgestone Tech Check is a video-based platform developed in response to customer insights and pain points. It is available across 170 stores in Australia. Customers can con dently visit Bridgestone Select Tyre & Auto for their tyre and mechanical needs, knowing that their vehicle’s safety and performance are being addressed rsthand.
In line with the Bridgestone 3.0 strategy, Bridgestone Techcheck provides customers with peace of mind, reaf rming our dedication to ensuring their satisfaction. This initiative exempli es how Bridgestone continues to
respond to the changing needs of society, incorporating the fundamentals of Bridgestone’s DNA into everything we do. Additionally, this initiative has contributed to Bridgestone being awarded the 'Most Trusted Tyre Brand' title by Reader’s Digest magazine for the 11th time in Australia, as well as the 7th most trusted brand across all categories nationwide!
Introducing Bridgestone Tech Check was a strategic decision for the Australian team. Bridgestone Australia used market research to uncover that consumers would be willing to choose a tyre
Gardener’s Tip:
provider for more auto services if the brand could demonstrate that they were more transparent and trustworthy than competitor mechanics. With more than 10% growth in mechanical work in 2023, the brand is well on their way to be famous for more than tyre services.
Pruning and Deadheading
Importance: Regular maintenance keeps plants healthy and productive, just as regular tyre inspections ensure optimal performance.
Tip: Prune dead or diseased branches and deadhead spent owers to encourage new growth and improve the overall appearance of your garden.
Answer these questions correctly and win a prize!
Be sure to read the newsletter thoroughly and answer the questions below. Submit your answers here and stand a chance to win if you get all the answers right. Up to 50 prizes will be awarded through a lucky draw selection process.
1. What was the main goal of Bridgestone's "Master the Art of Ultra Performance" campaign?
A) To showcase new tyre designs
B) To rede ne ultra tyre performance as beautiful art forms
C) To introduce new sports cars
D) To promote eco-friendly tyres
2. Which circuit was featured in the "Bridgestone Rivals" competition?
A) Silverstone Circuit
B) Nürburgring
C) Hakone Grand Prix
D) Suzuka Circuit
3. What is the TURANZA 6i specifically developed for?
A) European roads
B) American highways
C) Indian roads
D) Australian outback
4. Where is Mr Pang's dealership located?
A) Jakarta, Indonesia
B) Tonghua City, Jilin Province, China
C) Bangkok, Thailand
D) Hanoi, Vietnam
5. How many graduates did the BE MANTAP Program produce in 2023?
A) 20
B) 48
C) 14
D) 94
