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BATO reorganizes Consumer Tire Business division

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Bridgestone Americas Tire Operations LLC (BATO) has reorganized its Consumer Tire Business management structure in the United States and Canada.

The fully integrated management structure "will facilitate continued growth and make the business even more customer-focused," according to the company.

Effective immediately, the reporting structure of the following will be consolidated:

original equipment (OE); replacement/wholesale and retail consumer tire businesses in the U.S. and Canada; Credit First NA (the company’s private label credit card business).

The new structure "is intended to make certain that each aspect of the Consumer Tire Business is working in a collaborative manner that enhances the company’s business and strengthens its relationships with its customers and consumers," adds the company.

BATO also announced the new leadership team for the integrated Consumer Tire Business. They are:

Larry Magee, president. He was promoted from chairman, CEO and president of Bridgestone Retail Operations LLC (BSRO). Magee began his career with The Firestone Tire & Rubber Company in 1975.

John Baratta, vice president. He will hold the title concurrently with his position as president of replacement tire sales, U.S. & Canada, Consumer Tire Sales Division. Baratta will report directly to Magee. His career with the company began in 1983 at a Firestone store in Charleston, S.C.

In his new role, Magee, with the support of Baratta, will be responsible for the strategic direction of BATO’s Consumer Tire Business and the continued enhancement of the company’s relationships with its customers and consumers. Baratta will focus on Consumer Tire sales operations with an emphasis on the dealer and corporate account channels.

The following senior management team leaders also will report to Magee:

Mike Martini, president, Original Equipment Tire Sales, U.S. & Canada Consumer Tire Sales Division, BATO. The consumer OE division will continue to focus on securing prestigious fitments for the Bridgestone and Firestone brands, while at the same time continuing to enhance brand reputation and drive increased demand for premium brand products in the replacement and store channels.

Matt Hoskins, currently chief operating officer, BSRO, has been promoted to president of BSRO. In his new role, Hoskins will be responsible for the consumer Retail businesses, which include more than 2,100 Firestone Complete Auto Care, Tires Plus, Wheel Works and ExpertTire brand outlets located across the U.S.

Dean Miller, president of the Credit First division, will continue to lead BSRO’s private label credit card business, which is headquartered in Brook Park, Ohio.

Nashville, Tenn.-based Bridgestone Americas Tire Operations is a business unit of Bridgestone-Americas Inc.

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