Media Release

Bridgestone Announces Mid-Long Term Business Strategy Framework and Introduces New Global Tagline

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Note: International press release. This is a 1:1 copy of the original issued by Bridgestone Corporation. No adaptations have been made to cater for the Australian market.

  • Company signals start of a new chapter, positions 2020 as "Third Foundation"
  • Bridgestone reveals new global tagline "Solutions for your journey"
  • New tagline heralds Company's evolution from the world's No.1 tire and rubber company to a global leader in Sustainable Mobility and Advanced Solutions

Tokyo (July 8, 2020) — Bridgestone Corporation (Bridgestone) today announced its new Mid-Long Term Business Strategy Framework, which sets forth a forward-looking vision to provide social value and customer value as a sustainable solutions company towards 2050 and beyond. This announcement was made during a virtual press conference from Tokyo by Bridgestone Global CEO and Representative Executive Officer Shu Ishibashi, who also unveiled the new global brand tagline "Solutions for your journey" and refreshed brand identity. These are part of the company's ongoing transformation and the evolution of its offering beyond tires and diversified products, to become a leader in Sustainable Mobility and Advanced Solutions. 

As part of the Mid-Long Term Business Strategy Framework, and guided by its mission of "Serving Society with Superior Quality," Bridgestone will continue to realize and enhance its vision of providing social value and customer value as a sustainable solutions company today, tomorrow and toward the future in 2050. The Company's Mid-Long Term Business Strategy Framework puts forth this vision for the medium-to-long term and outlines 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 a unique platform: Bridgestone T&DPaaS*1
  • Build Bridgestone's unique business model: Evolve and grow to a mobility solutions business utilizing the unique strength and breadth of its core tire and rubber business.

*1 Bridgestone T&DPaaS (Bridgestone Tire and Diversified Products as a Solution) is Bridgestone's unique solutions business platform for supporting the mobility ecosystem.

"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 Shu 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 wll be utilized globally in all markets where Bridgestone has sales and operations to strengthen the company's position as a truly global company. Bridgestone will begin leveraging the new tagline in the second half of 2020 with a full-scale launch planned for the first quarter of 2021.

For details of the Company's Mid-Long Term Business Strategy Framework, please refer to the presentation materials available on the Company's corporate website.


About Bridgestone Corporation:

Bridgestone Corporation, headquartered in Tokyo, is a global company focused on delivering advanced mobility and solutions to customers around the world. In addition to tires and solutions for use in a wide variety of automotive and mobility applications, it also manufactures a broad range of diversified products, which include industrial rubber and chemical products and sporting goods. Bridgestone products are sold in over 150 nations and territories around the world.

In the Asia Pacific region, Bridgestone locates its regional headquarters in Singapore, overseeing the operations of tire production and sales facilities, as well as supplying its products across more than 20 over countries in the region. Bridgestone Asia Pacific plays a key role in facilitating this large and growing market as it contributes significantly to the entire Bridgestone Group.