Accelerating innovation in tire technology for tomorrow’s sustainable vehicles

Accelerating innovation in tire technology for tomorrow’s sustainable vehicles

With increasing concern about climate change, sustainability has become a strategic priority for the automotive industry. Bridgestone, the world’s largest tire and rubber company, says that their advances in tire technology have a crucial role to play in reducing the emissions produced by transport. Headquartered in Dubai, the company’s mission since 1968 has been “Serving society with superior quality” but how will this stand up to today’s customer demands? Stefano Sanchini, Regional Managing Director, Middle East & Africa at Bridgestone says that the company’s founder Shōjirō Ishibashi, was ahead of his time: “‘Serving society with superior quality’ has been driving most of the action and decisions that we have taken during this last 50 years. When we look ahead to the 2050 vision, which is to create social and customer value as a sustainable solution company, I was really excited to see how modern this corporate mission was.” Today, Bridgestone is fundamentally centered on tires, but they are looking beyond this to the wider mobility ecosystem. The needs of electric vehicles will be different and the company has to respond with a product that is fit for purpose. Further, the company itself is aiming to transform their operations and manufacturing