Domestic mobility was stagnant over the years of lockdowns and social distancing.
However, not all rules applied to logistic transportation where trucks remain the key-driver to economic growth as well as the game-changer for tire businesses.
Among other brands in the tire industry, Bridgestone has been serving more than 50% of public transportation and 6-10 wheel-heavy vehicles used for transporting goods across the country with long haul operation over the past years. While Bridgestone’s sales growth dropped during the crisis, this year healthy growth of 5-10% is expected, on par with pre-Covid performance.
“Replacement of new tires and the return of personal vehicles have driven our business to pick up growth since the reopening of the country,” comments Keiji Chuma, Managing Director, Thai Bridgestone Co., Ltd. As we see expansion in market demand contributing gains for business, the increasing supply capacity is not the sole purpose for Bridgestone to carry business forward.
In earning customer trust, “Bridgestone E8 Commitment” comprising Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment is announced to serve as the axis to drive corporate management aligned with Bridgestone 3.0 and the Mid-Long Term Business Strategy to achieve strong business returns as a sustainable solutions company toward 2050.
“Carbon dioxide emission is crucial and unavoidable in tire production processes and there are challenges in waste management from used materials. By focusing on Bridgestone E8 Commitment and balanced business growth as well as enhancing product qualities and investment in new technology comprise our stance.”
By adopting “circular economy”, Bridgestone E8 Commitment for “Ecology” envisages its new “ENLITEN” technology which enables rolling resistance reduction, saving fuel consumption and CO2 emissions in internal combustion engine vehicles. Each tire is produced with less raw material and reduced waste without sacrificing all-terrain durability and smooth mobility.
In supporting Bridgestone Group's Long-Term Environmental Target to achieve carbon neutrality by 2050 amid the rising economic tensions, Bridgestone drives forward by adding value to renewable tires with its economy combination. Bridgestone Bandag Retread Center is established to help business entrepreneurs in transportation to reduce costs by bringing in radial casings for retreading, aligned with “Economy” in the Commitment
Conducted under sustainable production processes, each retread layer is made of recycled old tires which useless oil than new products. The innovative process helps cultivate limited oil resources and reserve materials for years to come while business owners are granted reduction of business costs and the environment is protected from excessive debris.
Without compromising safety with recycled products, the aircraft tire sector also assures peace of mind with security proven by world-acclaimed aircraft manufacturers and airlines, aligned with “Ease” in the Commitment.
Solar Power System at Bridgestone Tire Manufacturing (Thailand) Co., Ltd. in Chonburi is another initiative upholding Bridgestone E8 Commitment for “Energy” to promote renewable energy among Bridgestone Group worldwide.
“In completing sustainable values, Bridgestone E8 Commitment applied in product development is not the only focus. Cooperation in society is essential and can be built through good services and diverse activities relating to people and communities,” the Thai Bridgestone Co., Ltd. MD adds.
By connecting customers to gain access to sustainable solution experiences, aligned with “Extension” in the Commitment, Cockpit, the brand’s one-stop auto care center is the frontline operation for Bridgestone to serve wide ranges of vehicle types. In addition to 273 Cockpit outlets, branches include 184 franchises nationwide. Furthermore, there are 51 Bridgestone Truck Tire Centers, and 115 Bridgestone Fleet Points.
Digital platform “Toolbox” is another feature designed to maximise efficiency among the commercial tire segment by providing tire condition inspection data via website, smartphone and tablet for maintenance planning. With proper planning, users are offered prolonged tire life and cost-saving.
This is aligned with “Efficiency” in the Commitment.
In spreading awareness among premium product range users, aligned with “Emotion” in the Commitment, POTENZA SPORT has been launched to offer superior road adhering performance, fulfilling emotion to gain excitement with supreme cornering and straight-line stability.
“Last but not least, the young generation is included in our plan. While driving is not permitted for under-age drivers, empowerment among students and youth to contribute to safety on the road is beneficial not only to schools but also communities.”
Bridgestone Global Road Safety Project is a collaboration with Asia Injury Prevention Foundation and local partners to promote road safety. Outstanding participants are selected to join the safety training courses to develop leadership. Sidewalks and roads around school in Phuket are pioneering grounds for improvement to reduce accidents in the neighbourhood. This is aligned with “Empowerment” in the Commitment.
For over 91 years of establishment and 55 years of operation in Thailand, Bridgestone has undergone evolution of product and service development with solid financial performance and now is ready to take on global challenges. Growth in business based on sustainability is trusted to lead competitive advantages in the tire market in Thailand and worldwide by the year 2050 and beyond.
