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Bridgestone Subscription Program Gains Momentum

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Kellie Jones, director of B2B/consumer replacement strategy, Bridgestone, expects more people to subscribe “as we push into additional stores and new markets over the next several months.”

Nearly one year after its pilot, Resolv, Bridgestone Americas Inc.’s tire and vehicle service subscription program, has more than 2,000 users.


More than 40 Bridgestone company-owned stores throughout Tennessee offer the program, which lets consumers pay a monthly fee for the delivery of various services.


“You pay x amount and we take care of everything,” Riccardo Cichi, president and chief sales officer of Bridgestone Americas Tire Group, told MTD in November 2020. “We take care of the tires, we’ll rotate them, (perform) flat repairs - any issue” a consumer might have. (At the time, the program did not have a formal name.)


Kellie Jones, director of B2B/consumer replacement strategy, Bridgestone, expects more people to subscribe “as we push into additional stores and new markets over the next several months.”


Right now, the service is limited to company-owned outlets in Bridgestone Americas’ home state, but “there are opportunities to expand beyond Tennessee, beyond our company stores and into dealers, beyond consumer cars and into B2B fleets and even into our mobile service offerings, like Firestone Direct," which was launched in March 2021.


"We’re exploring these opportunities now and look forward to seeing how things progress.”


Consumers can enroll in Resolv online or at Bridgestone stores, according to Jones.


“Our next step is to centralize and personalize each customers’ digital experience with updates on their vehicles’ needs, predictive recommendations for service and even education on how to care for their cars. Our goal is to create Bridgestone customers for life and we see Resolv as an opportunity to deliver exclusive value for its members."


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