Messages from Executives

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* The content of this page was originally posted on Sustainability Report 2020-2021.

Masahiro Higashi

As described in this Sustainability Report, Bridgestone is implementing its Mid-Long Term Business Strategy with sustainability at the core. In doing so, it will realize its Mid-Long Term vision of “Toward 2050, Bridgestone continues to provide social value and customer value as a sustainable solutions company.” Implementing Bridgestone’s Mid-Long Term Business Strategy is the very essence of becoming a sustainable business. By achieving sustainable growth together with society, customers and partners, it will create social and customer value and gain a competitive advantage.

The co-creation of value with customers and partners is essential to Bridgestone’s vision, and a strong and trusting relationship with those stakeholders is necessary for the co-creation of value. Bridgestone believes the depth of its sustainability efforts contributes greatly to fostering trust in the company, and is actively involved in social contributions and other activities that help foster that trust with local communities. Bridgestone intends to continue to build trust, maintaining its position as a company preferred by society, customers, and partners, thereby gaining a competitive advantage and expanding its sustainability business.

Bridgestone believes that part of creating social and customer value as a responsible company is having solid foundational initiatives that proactively anticipate social demands and turn risks into opportunities. Six key Management Fundamentals — including human rights, labor practices, and safety throughout the value chain — are addressed as foundational areas. In addition to the Code of Conduct, Global Sustainable Procurement Policy, and Global Human Rights Policy (all established in 2018), Bridgestone also launched its Global Anti-Bribery Policy in 2020. It is confident that by acting in accordance with these policies, it will continue to earn the trust of its customers and local communities and, together, create new value.

Paolo Ferrari

The global pandemic has challenged us all to adapt to accelerated shifts in the way people around the world live, work and move. Bridgestone has met these challenges and opportunities with a sharp focus on ensuring a sustainable and successful Bridgestone that delivers value to society, customers, employees and shareholders.

The steps we are taking today are focused on contributing to a brighter future and a better planet. With an eye toward becoming a sustainable solutions company, we are building on the strength of our core business and expanding our offering beyond tires and service to develop smart-sensing tire technologies and world-class mobility solutions. The solutions we offer are co-created and designed with purpose. Together, we want to create a world that moves in safer, smarter, more efficient and more sustainable ways.

Our mobility solutions will enable a circular economy. Smart-sensing technologies like our IntelliTire*1 and iTrack II tire management platforms help maximize each tire’s time in service. Longer tire life means fewer valuable resources are consumed producing new tires and fewer CO2 emissions are emitted from new tire production. In addition, fleet management solutions, such as the WEBFLEET platform offered by Bridgestone’s Webfleet Solutions business, will play an increasingly important role in driving safety and efficiency improvements for the transportation industry globally and the realization of a carbon neutral society.

These advanced solutions will work hand-in-hand with our world-class Bandag retread business. In 2020 alone, we retreaded more than 6 million commercial truck tires in North America, extending the useful life of these tires while reducing waste and water use, and avoiding more than 5 billion kilowatt hours of energy consumption. In the future, we believe retreading can be expanded to include tires in fast-growing segments, such as last-mile delivery.

At Bridgestone, we believe what’s good for society is good for business. Our vision for the future will only be achieved through partnership. I am proud of the steps Bridgestone is taking today to create a better tomorrow, and I am excited to be on this journey with each of you.

  1. A tire with a unique QR code that tracks, monitors and measures performance across a tire’s full lifecycle.

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Masato Banno

Bridgestone aims to achieve its Mid-Long Term Business Strategy and Sustainability Business Framework with technological innovation that supports its vision — toward 2050, Bridgestone continues to provide social value and customer value as a sustainable solutions company.

Bridgestone will continue to provide social and customer value by combining its strength in the Real world (such as its overwhelming experience and abundant market data gained through its mastery of rubber, grounding and hysteresis as a long-standing industry leader) with the evolution of its own style of digital transformation to create innovation and the Dan-Totsu products and solutions that result. This is Bridgestone’s approach to technological innovation.

The Bridgestone Innovation Park, a place to accelerate this technological innovation, is scheduled to be completed at the end of 2021. Bridgestone also is embarking on work style reform by combining a simple organizational structure with an agile employee development system. In addition, through its Park operations, Bridgestone will collaborate globally with other innovation hubs and have touch points with various partners to explore new business opportunities.

Bridgestone will interact with society, customers and partners, and then deepen these relationships to foster co-ideation, co-R&D and co-creation. This, in turn, will accelerate technological innovation and enable Bridgestone to provide social and customer value.

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Laurent Dartoux

Working to achieve a carbon neutral state by 2050 is one of our long-term sustainability ambitions, but it’s not our only goal within CO2 reduction.

In fact, what’s key to achieving a macro aim like this is targeting short- and mid-term goals on the road to 2050 — like we have done internally with Milestones 2020 and 2030 — and aligning ourselves with external objectives, such as the Paris Agreement and the sustainability ambitions of our customers and original equipment manufacturer (OEM) partners.

We have adopted a holistic, end-to-end approach in our efforts to cut carbon emissions across our entire value chain, which begins with the sourcing of our raw material and our manufacturing and production. We’re proud to say in 2021 that 100% of the electricity we consume in our European locations is from renewable energy sources and all of our European tyre plants are ISO 50001 certified.

We’re very aware that delivering against our ambitions requires constant investment and improvement: set for completion in 2022, our Burgos plant in Spain is constructing one of the country’s biggest photovoltaic solar panel roof installations.

These are two concrete examples of decisions already made on our way to carbon neutrality. But we’ve also pioneered best-in-class, fuel-efficient tyres, tyre-centric solutions and mobility solutions, innovating new materials and technologies that are specifically designed to cut carbon emissions. Tyres made with our ENLITEN Technology, for example, decrease fuel consumption and CO2 emissions; our digital fleet management solution, WEBFLEET, reduces fuel consumption and associated CO2 emissions by up to 25%; co-developed with ARLANXEO and Solvay, our TECHSYN tyre technology platform creates tyres with a rolling resistance reduced by up to 6%.

Partnership is key if we’re to successfully shape a future of sustainable mobility; no single person or company can answer the huge challenges we collectively face. We must unite forces and bring our assets together to accelerate the pace of change. TECHSYN would not have been possible without ARLANXEO and Solvay, just like the electric future won’t be possible without established leading OEMs, and innovative newcomers such as Lightyear solar.

For us, constant improvement means rethinking how we’ve traditionally done things with a strong sense of urgency and the end goal front of mind: carbon neutrality across the value chain and product life cycle no later than 2050.

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Yoshikazu Shida

2020 was a year like no other and our hearts go out to all colleagues and members of the community affected by the pandemic.

However, while the global pandemic captured headlines, it was not the only crisis on hand. As part of Bridgestone’s global CSR commitment, Our Way to Serve — specifically in the People Priority Area — we rallied to support our local communities suffering from other crises that included natural disasters.

Our teammates have gone above and beyond in delivering social value to the best of their abilities. Last year, we conducted blood donation drives in Thailand and Taiwan, distributed food and soap packages to villages in Indonesia that were facing supply shortages, assisted firefighters in combatting the wildfire crises in Australia and Thailand, built bridges in typhoon and flood-stricken areas in Vietnam, and supported our own teammates who were impacted by the floods in Indonesia. We also conducted a food donation campaign in Singapore, for distribution to needy families affected by the pandemic. In total, Bridgestone contributed over 1 million USD for COVID-19-related support, disaster relief and community-related initiatives in the China and Asia Pacific region. For the former, we supplied medical equipment and direct support to healthcare front-line workers, and partnered with governments and NGOs in their efforts against the pandemic.

To contribute towards a better future, Bridgestone will continue to constantly be in harmony with our communities while we strive toward becoming a sustainable solutions company.

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