Bridgestone: The Evolution of a Giant Tyre

On December 18, 2010, Bridgestone threw a heavy message when the ECOPIA National Truck Show that swept across the country's 10 largest cities ended its perfect job in Shenzhen: Announced for the first time in 2010 (8th) China (Guangzhou) The International Automobile Exhibition has become the only designated sponsor of the media news center of the conference. One year ago, the tire giant resolutely declared that the earthquake caused by the withdrawal of F1 was still surviving. The company has changed its business strategy. The general practical action of Bridgestone, which is committed to creating a green car society, has completed a gorgeous transformation.

2010 was a year of change for the Chinese tire industry. On the one hand, the continued blowout of the Chinese automobile market has given tire companies a good market expectation and continued to increase production capacity. On the other hand, the price of raw materials, led by natural rubber, has skyrocketed, which has caused tire companies to bear tremendous cost pressures; in addition, the export of Chinese state-owned brands has suffered setbacks. This intensified the competition in the Chinese tire market. In the face of such a complex market strategy, each company's helm must be carefully considered.

Bridgestone China, under the leadership of its president Takeda Bunton, takes the Group's business philosophy as the foundation, and aims to create a green and environmentally friendly automobile society. It adheres to the three major “manufacturing”, “commodity service” and “social contribution”. The field promotes environmental protection and comprehensively penetrates environmental protection activities into all aspects of product planning, production, logistics, sales, and even social activities, opening up an extraordinary road to success in the intricate automobile tire market.

“Bringing the best products to China!” When Takeda Bunjun, President of Bridgestone Tire Business in China, took office in 2008 and decided to introduce ECOPIA green song tires with its eco-friendly flagship brand to the Chinese market, it was still received by some people. question. However, President Takeda Bunton’s forward-looking strategic decision was correct. Since the launch of the Green Song Tire in May, it has been enthusiastically sought after by the market. It took only three months to complete the sales task for the whole year. Afterwards, Bridgestone has strengthened its determination on green roads, and has also introduced PotenzaS001, the flagship product of the new generation of Bridgestone sports tires that is also environmentally friendly, and has announced that it will be under the ownership of Bridgestone China in 2013. More than 90% of the product specifications of the passenger tire replacement market will meet the Bridgestone Group's environmental protection standards and become environmentally friendly products.

“Our strategy in the field of environmental protection will go up again next year. Please wait and see!” said President Takeda Bongjun.

Bridgestone also introduced the Group’s advanced environmental protection concept “Make Cars Green Green Driving” into China. The environmental promotion activities around green driving - the all-environmental carnival, the ECOPIA green song, the national truck tour, and the green driving camp. Bridgestone promotes the concept of green environmental protection throughout the country and is warmly welcomed by Chinese consumers. participate.

"The Chinese people have a high sense of environmental protection," said Takeda Bongjun, president, which is related to the Chinese government's efforts in environmental protection. “Of course, the awareness of environmental protection among Chinese consumers continues to increase. Bridgestone’s promotion of the concept of environmental protection implemented by MCG’s green driving this year is to convey to Chinese consumers an approach to protecting the environment and create a green environment for China. The contribution of the car's social contribution," said President Takeda Bunton.

Now, Bridgestone’s efforts in the protection of the earth in the past year have attracted attention from all walks of life in China and brought numerous honors to it. Won the “Majority Award for Transnational Corporations in China” awarded by Chinese companies’ CSR Research Center, etc.; Winning the “2010 China Corporate Social Responsibility Special Award” awarded by the China Association of Enterprises with Foreign Investment; and being ranked among the Top 50 Best Corporate Citizens in the 21st Century; The magazine presented the "China Wheel of the Year 2010" award for the ECOPIA green song partner. Bridgestone's watch is well-known.

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