Bridgestone Plans for 2050 With New Strategy, Tagline

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Bridgestone Corp. unveiled a new global brand tagline and has updated its business strategy to look toward 2050 and beyond.

The company has set its sights on becoming a “leader in sustainable mobility and advanced solutions.” As part of that, for its mid-long-term business strategy, Bridgestone is focusing on three primary strategies:

  • 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 (which stands for Bridgestone Tire and Diversified Products as a Solution.)
  • Build Bridgestone’s unique business model: Evolve and grow to a mobility solutions business utilizing the strength of its tire and rubber business.

All of this works together as Bridgestone takes its third big step and evolution. Thinking of the company’s founding in 1931 as “Bridgestone 1.0”, the company considers 1988 as the year it moved to “Bridgestone 2.0.” That’s the year Bridgestone merged with Firestone Tire & Rubber Co. The next evolution is “Bridgestone 3.0” – and it comes as the company focuses on being a leader in sustainable mobility and advanced solutions.

The evolution brings with it a new tagline: Solutions for your journey.

It’s a brand identity that Bridgestone says will take it beyond offering tires and diversified products to include advanced mobility and solutions. “Solutions for your journey” will replace the current tagline, “Your Journey, Our Passion” beginning in the second half of 2020. A full global launch is set for the first quarter of 2021.

“Bridgestone has outlined a vision of providing social value and customer value as a sustainable solutions company today, tomorrow and toward the future in 2050, contributing to society’s advancement with care, confidence and creativity,” the company says.

“The introduction of the Bridgestone ‘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, Bridgestone’s global CEO and representative executive officer. “We are excited for the future as Bridgestone advances to offer world-class mobility solutions that deliver increased value for our customers and society.”

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