What are some of Bridgestone’s road safety improvement initiatives in the Middle East and Africa? What has been the impact of these programs on local communities?
At Bridgestone, we firmly believe that road safety is a shared responsibility, one that calls for a collective effort rooted in collaboration, innovation, and education. We are driven by a deep sense of responsibility to lead initiatives that educate and empower drivers and communities, fostering a safer environment for everyone on the road.
Central to our mission are four core pillars: Safer Mobility, Safer Communities, Safer Roads, and Employee Engagement. These focus areas guide our efforts and enable us to make a meaningful impact in advancing road safety on a global scale.
We are driven by a vision of Safer Mobility, leveraging advanced tire technology and sustainable mobility solutions to enhance safety for all road users. We believe in Safer Communities, actively conducting road safety education and awareness initiatives to engage individuals across all road user groups.
In our pursuit of Safer Roads, we collaborate with governments, communities, and partners to improve road infrastructure and reduce accident risks. Through Employee Engagement, we empower our employees to play a pivotal role in fostering road safety within their communities.
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Some of our CSR initiatives that have impacted local communities throughout the region include the ‘Eyes on the Road’ campaign, launched during Ramadan, which brought fleet drivers together to discuss key aspects of road safety and well-being, reinforcing the importance of safe driving practices.
Another key initiative is the ‘Lap of Love’ campaign, launched in partnership with the Roads and Transport Authority (RTA) in the UAE and expanding to Saudi Arabia, Egypt, and Morocco. This initiative challenges the misconception that holding a child in one’s lap is the safest option. By advocating for proper car seat use and seatbelt safety, we’re driving meaningful behavioral change and ensuring safer journeys for families.
We also collaborate with leading industry partners such as Al Masaood TBA, the Integrated Transport Centre (ITC), Nasser Bin Abdullatif Alserkal and RTA to extend our impact. Through these partnerships, we provide road safety training for both drivers and technicians, emphasizing the critical role of tire safety in preventing accidents.
Our commitment to road safety is deeply embedded in our business strategy and aligns with the ‘Bridgestone E8 Commitment’, which guides our efforts to create a safer, more sustainable future. Through these initiatives, we’re not just promoting safer roads — we’re empowering communities to take ownership of their safety and well-being.
How does Bridgestone invest in human capital, in terms of youth development and upskilling?
People are at the heart of everything we do at Bridgestone. We believe that investing in human capital is not just a responsibility — it’s a strategic imperative that drives our long-term success. That’s why we offer a range of training and development programs designed to enhance both technical expertise and leadership skills, equipping our employees to thrive in an evolving industry.
One of our core initiatives is providing best-in-class career development and mobility opportunities, enabling employees to gain global exposure by working across different markets and business functions. Our leadership development programs are specifically designed to identify and nurture high-potential talent, ensuring we have a strong pipeline of future leaders.
Notably, the AME business has had over five regional leaders successfully advance into key global positions within Bridgestone, further demonstrating our commitment to developing top talent and fostering a culture of leadership excellence.
Beyond our own workforce, we are committed to supporting education and skills development in the communities where we operate. We actively promote access to education through technical and vocational training programs, leveraging our expertise in tire manufacturing and mobility solutions to equip the next generation with industry-relevant skills.
By fostering entrepreneurship and technical proficiency, we’re helping to shape a more skilled and competitive workforce for the future.
Through these efforts, we have enhanced the future employability of numerous individuals, with many trainees from Bridgestone’s programs securing permanent roles within our organization. By investing in people, we’re not only creating career opportunities but also reinforcing Bridgestone’s position as a leader in innovation, sustainability, and talent development.
Bridgestone is continually evolving from being a premium tire producer to a provider of comprehensive mobility solutions. Can you elaborate on this transformation and how sustainability plays a key role in it?
Bridgestone is on a transformative journey, building upon our core premium tire business to also provide digital solutions for safer and more sustainable mobility. This shift is driven by changing customer needs, advancements in technology, and our unwavering commitment to sustainability. Sustainability is not just a goal for us; it’s a guiding principle that influences every aspect of our business, from product innovation to operational excellence.
We are at the forefront of developing eco-friendly tire technologies that contribute to a circular economy, with a strong focus on reducing waste and promoting resource efficiency. In recognition of our efforts, the company has earned the Science-Based Targets (SBT) certification from the SBT Initiative (SBTi) for our 2030 CO2 emission reduction targets.
This achievement reaffirms our dedication to our sustainability strategy and holds us accountable for achieving measurable progress in reducing our environmental footprint. Our commitment extends beyond our products. As a member of the World Business Council for Sustainable Development (WBCSD), we continue to work collaboratively with other organizations to advance the goals of the Paris Agreement.
Collaboration is key to advancing sustainability in the mobility sector. That’s why we actively participate in initiatives like the ‘Sustainability Network’ by the Dubai Chamber of Commerce and Industry, where we share insights and best practices with industry leaders. Additionally, we are making significant strides in sustainable sourcing, particularly in the research and development of alternative natural rubber sources to reduce the environmental impact of tire production.
Beyond tires, we are shaping the future of mobility through data-driven solutions. We are integrating telematics and digital innovations to enhance vehicle efficiency, fleet management, and smart city development. By leveraging these insights, we are not only improving road safety but also enabling more sustainable urban mobility solutions.
Our transformation aligns with the ‘Bridgestone E8 Commitment’, which serves as a roadmap for our sustainability efforts and underpins ‘Bridgestone 3.0’. Through this strategy, we are positioning ourselves at the forefront of the mobility revolution — delivering value for our customers, driving innovation, and creating a more sustainable future for all.
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