Bridgestone announces new global brand tagline 'Solutions for your Journey'

Bridgestone Corporation has 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, guided by its mission of 'Serving Society with Superior Quality'.

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, which is part of the company's ongoing transformation of its offering beyond tires and diversified products, to become a leader in Sustainable Mobility and Advanced Solutions.

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. The first strategy is to leverage sustainability as a competitive advantage and core to all aspects of its business, to create both social value and customer value.

Next, the second strategy will enhance the solutions business through a unique platform named 'Bridgestone Tire and Diversified Products as a Solution' (Bridgestone T&DPaaS). Lastly, the third strategy is to evolve and grow Bridgestone to a mobility solutions business utilising
the unique strength and breadth of its core tire and rubber business.

The 'Solutions for your journey' tagline will replace the existing Bridgestone brand tagline, 'Your Journey, Our Passion'. The new tagline will be utilised 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. Find out more details of the Company’s Mid-Long Term Business Strategy Framework on Company’s corporate website here.