Moving into the Future

Corporate Brochure

Contents

The Bridgestone Way

02

Tires

04

Specialty Tires

06

Diversified Products

08

Development

10

Production and Logistics

12

Sales and Services

14

Total Optimization

16

Environmental Activities

18

Safety and Corporate Citizenship Activities 20

Motorsports

22

The Bridgestone Story

24

At Bridgestone, our dream is to become a truly global

enterprise and to establish the Bridgestone brand as the
undisputed world No.1 brand in both name and substance.

The Bridgestone Group: pursuing a higher dream

Many people around the world already choose products and

services supplied by the Bridgestone Group. We take pride in
this fact, and we are sincerely grateful to all of our customers
worldwide. We continue to devote our efforts to providing
customers with products and services of even better quality;
to the well-timed delivery of products tailored to customer
requirements; and to the provision of varied solutions for
customers. We are committed to these goals so that we
can gain the enduring trust of customers and so that we
can maintain our position as the world No.1 tire and
rubber company.
At the same time, we aim to fulfill our corporate social
responsibilities toward customers and society at large at the
highest possible levels. By continuously upgrading the level
of our overall CSR-related efforts on a daily basis, we hope
to realize our dreams for the future one step at a time.
We hope this introduction to our company will provide you a
deeper understanding of the Bridgestone Groups strengths,
as well as our future direction.

Bridgestone Corporate Brochure 01

Serving society with superior quality

with trust and pride
Our hope is that our customers will trust the safety of
a product because it carries the Bridgestone name, a
true mark of quality. We are committed to working to
make life safer and more comfortable for all our
customers. We are also working diligently to earn and
maintain the trust of our customers, employees and
communities, while taking pride in the esteem in
which the Bridgestone name is held around the world.
The pride that comes from such well-earned trust is
the spirit that motivates the employees of the
Bridgestone Group worldwide.
Our corporate mission is to serve society with
superior quality, words used by Bridgestones
founder Shojiro Ishibashi to describe his vision for the
company. Superior quality is not merely a goal to
which we aspire in connection with our products,
services and technology. It is something that we
pursue in all of our corporate activities.
This spirit and mission form key elements of the
Bridgestone Way. They provide an unchanging
direction and motivating force as we work together to
establish the Bridgestone Group as the world No.1 in
name and substance.

02

Bridgestone Corporate Brochure 03

Tires for every kind of customer

Tires account for about 80% of Bridgestone Group sales.

We manufacture and sell an extraordinarily varied range of
tires. Besides passenger car tires, we also supply tires for
trucks and buses, construction machinery and mining
vehicles, industrial equipment, agricultural machinery,
aircraft and motorcycles.
The conditions in which tires are used vary considerably by
region and by application, and this simple fact translates to
a vast range of operating performance requirements. In
highway driving, tires need to deliver outstanding handling
and stability as well as a comfortable ride. On unpaved
roads or off-road applications, tires need high-level
durability. Tires that are used in extreme conditions such as
desert or extremely cold regions demand performance
specifications optimized to the particular application.
Recently, the Bridgestone Group has also been
responding to the more advanced tire-related needs which
arise from the increasingly diverse requirements and
lifestyle choices of customers. For instance, in advanced
economies with a high degree of motorization such as
Western countries, demand continues to increase for highperformance automobile tires, larger wheels and runflat tire
systems. Runflat tires continue to function safely at a
specified speed for a specified mileage even after a loss of
air pressure. Runflats also eliminate the need for spare
tires90% of which are currently thrown away without
ever being used. At the same time, we are seeing rising
demand from customers for quieter tires and more ecofriendly tires that contribute to better fuel efficiency. Within
the commercial vehicle sector, our ultra-low-profile
GREATEC brand tires have been recognized as
contributing to enhanced fuel economy. This is in part due
to the reduction in overall vehicle weight that is achieved by
replacing standard dual-tire configurations at the rear with
single GREATEC tires on each side.
The Bridgestone Group supplies tires tailored to the
needs of every kind of customer. In doing so, we hope to
contribute to greater safety and comfort for drivers
everywhere.

04

Bridgestone Corporate Brochure 05

A focus on advanced technology

specialty tires
The tires used on construction machinery, aircraft and
other highly specialized equipment must operate under
difficult conditions, which in turn demands that these tires
incorporate the highest level of technical expertise. An
area where demand is growing is the market for ultralarge
radial tires for mining equipment. Due to the sheer size of
the vehicles and the loads carried, each of these tires
must support a weight of up to 100,000kg. The
Bridgestone Group is one of a very limited number of
companies that possess the capability to design and
produce these kinds of tires. Based on projections of
future growth of global demand in this market, in 2006
Bridgestone announced the construction of an entirely
new production facility in the Japanese city of Kitakyushu
to ensure a stable future supply of ultralarge radial tires
for construction and mining equipment applications.
Aircraft tires are another area in the spotlight. These tires
must support the great weight of a large commercial
aircraft (gross weight of up to 560,000kg) traveling at
speeds of up to 370km/h on take-off*. These extreme
use conditions demand that a tire manufacturer
incorporate a full range of advanced technologies into the
product. Bridgestone radial tires are now being fitted on
production models of the Airbus A380 and the nextgeneration Boeing 787 as standard, two of the most
advanced aircraft in the world.
Radials are increasingly the first choice of many
equipment manufacturers, and this is also clearly the
case in the motorcycle tire market. In general, the
Bridgestone Group has identified specialty radial tires as
key product sectors and has focused its research
activities on the development and deployment of state-ofthe-art technology for these products. Through advanced
technology and improved services, we continue to focus
on expanding sales throughout the specialty tire sectors.
* Quoted figures apply to the Airbus A380 super-jumbo.

06

Bridgestone Corporate Brochure 07

Diversified Products: varied

applications to support industry
and consumers
The Bridgestone Group also supplies a wide range of
products other than tires. Many of these products are
used in a variety of everyday applications, and their
technology helps to enrich a broad range of industries as
well as consumer lifestyles. For example, in addition to
tires, the Bridgestone Group supplies a range of parts for
automobiles, including antivibration rubber, air springs,
seat pads and aluminum wheels. We also make precision
components for office equipment, as well as thermoinsulating and sealing materials for electrical goods.
We supply a wide range of rubber products that support
the development of many industries, including specialty
hoses for construction and equipment applications (such
as wire-blade hose used in machine tools); all types of
conveyor belts; and the rubber tracks used on tractors
and other agricultural machinery. We also manufacture
multi-rubber bearings that are used to absorb seismic
shock to buildings in an earthquake; marine fenders to
protect wharves and other port fixtures; piping system
components used for the supply of air or water; and
rubberized roofing materials. Bridgestone Group
technology can be applied in many different areas of
construction and civil engineering.
Performance films, used in applications such as solar
cells and plasma displays, are another product segment
where we are focusing our energies. Elsewhere, many
consumers are familiar with the Bridgestone Group
through our range of Bridgestone-branded bicycles and
sporting goods, including golf balls and golf clubs.

08

Bridgestone Corporate Brochure 09

The core principle of safety in tire development

Bridgestone puts the principle of safety first throughout all

COOLING FIN

stages of the tire lifecycle, from development to

Closeup

production, sale and use. In tire design and development,

weve defined our three core elements as safety, comfort
and the environment, and we will invest resources to
ensure that our tires continue to deliver on all three fronts.
Striking a harmonious balance among the three elements
will allow us to achieve ever-higher levels of value as our
users enjoy the surprise provided by our products.
Based on our companys mission of serving society
with superior quality, Bridgestone has always focused
heavily on research and development activities,
consistently promoting advances in technology. Currently
the Bridgestone Group operates tire technical centers
at four sites spread across the globe, in Japan (Kodaira,
Tokyo), the United States (Akron, Ohio), Italy (Rome)
and China* (Wuxi, Jiangsu Province). Along with the
Chemical and Industrial Products Technical Center,
located at the site of the Yokohama Plant, these facilities

In August 2007, we unveiled a new technology called COOLING FIN

that enhances the post-puncture durability of runflat tires. This new
technology consists of fins which are radial protrusions located on
the external tire surface. The fins work by promoting increased air
turbulence, which in turn helps to cool the tire sidewall. The application
of this new technology promises to make it easier to develop runflats for
vehicles such as minivans, large passenger sedans and some SUVs.
Tires for these vehicles have larger cross sections, which generate
greater sidewall heat at lower tire pressures. This technology also opens
up the possibility of reducing the thickness of rubber used to reinforce
the tire sidewall, leading to a reduction in weight as well as more
comfortable ride characteristics.

are engaged in the development of future products and

new technologies as well as in basic research on raw

NanoPro-Tech

materials. In addition, our tires are tested on production

vehicles under varied road surface conditions at eleven
proving grounds around the world in support of the
Bridgestone Groups development operations.
* Our technical center in China evaluates locally manufactured raw
materials to promote rapid local product commercialization.

Development Philosophy:
ENJOY THE SURPRISE
(Employees, shareholders, customers, society)
Development
philosophy

Create with peace-of-mind

Peace-of-mind Purchase with peace-of-mind

Use with peace-of-mind

Mission
(Objective)

New Value

Prerequisites Environment

Safety

New value arousing

surprise and inspiration

Comfort

Three core elements

of technology &
product development

Fundamental & elemental technology development

10

Source of
competitiveness

In July 2006, we successfully completed the development of a new

synthetic rubber called high cis butadiene that can chemically bond
with silica at its molecular chain end. This was made possible by a new
molecular design technology called NanoPro-Tech (an abbreviation of
Nanostructure-Oriented Properties Control Technology). Using NanoProTech, it is possible to tailor the molecular structure of various raw
materials used to make the rubber and other compounds for the
production of tires, including polymers of natural or synthetic rubber, filler
compounds such as carbon black and silica, and other additives. The
technology allows tire developers to control the chemical affinity of rubber
polymers for the filler compounds, which in turn enables greater control
over tire morphology. The end-result is that we can more easily engineer
the type of tire compounds required for the desired tire application.

Bridgestone Corporate Brochure 11

A global production network to

respond rapidly to customer needs
The Bridgestone Group currently operates 179

among automobile manufacturers; increasing demands

production facilities* located in 25 countries. We locate

for higher quality from customers in every region of the

factories close to our customers so that we can

world; and the greater use of internal supply networks

manufacture and deliver products to the exact quality and

within the Bridgestone Group that cross national or

performance standards that they demand. We have also

regional borders.

taken advantage of our global network to construct a

worldwide distribution organization in order to optimize

A sister factory system forges greater connections

the supply of products for which demand is rising, such

between our factories in Japan and our overseas

as high-performance passenger car tires.

production facilities. By promoting interchange between

sites on both human and technical levels, and by

We have also empowered the companies of the

cultivating the personnel skills required to support a

Bridgestone Group to enhance the quality assurance

global enterprise, we promote the kinds of

systems located throughout the Group in order to

standardization and kaizen programs that will continue to

continue to ensure a consistently high level of quality in

improve our manufacturing methods as well as our

our tire and other products across all Bridgestone Group

production processes. Doing so will help us to be more

factories worldwide. This continuing focus on quality on

competitive in all our markets around the world.

an international scale reflects a number of trends,

* As of January 2008

including an increasingly global approach to production

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Bridgestone Corporate Brochure 13

Developing the worlds foremost sales network

and localized technical customer services
The Bridgestone Group sells products in more than 150

customer base. Based on surveys of actual use conditions

countries around the world. In terms of scale, our sales

in the local market, technical service groups supply tire

network is one of the largest in the world. We also strive

inspection, maintenance and other services to continue

to provide direct, personalized sales and technical service

to ensure that our tires perform to their full potential.

to customers across the globe. The scope of this network

The data collected are also used to assist us in further

and the retail know-how that we have developed are

improving our products. We analyze data from each

significant factors which enhance the global

market carefully to optimize tire development.

competitiveness of the Bridgestone Group.

We introduced the Strategic Business Unit (SBU)
Reflecting the diverse values of Bridgestone Group

organization to the Bridgestone Group in October 2006.

customers and the need to respond to advanced

SBUs are autonomous entities managing Bridgestone

customer requirements, we are working to integrate our

Group operations along regional or product-based lines.

sales and technical services functions as a way of raising

There are six SBUs defined in terms of geographic

customer satisfaction. We have established technical

segments and two SBUs that focus on specific product

service divisions across the Bridgestone Group in order to

sectors. The purpose of the SBU structure is to facilitate

provide varied and highly localized services. Tire markets

a more direct and rapid response to customers based

differ markedly in terms of their characteristics, and this

on local market trends. Through the SBU organization,

approach emphasizes the need for locally tailored activity

the Bridgestone Group aims to become a truly global

programs to respond quickly to the demands of the local

enterprise.

Bridgestone Group SBU Organization (Conceptual Diagram)

SBU by region

Japan Tire SBU

Americas SBU
Europe SBU
China Tire SBU
Asia & Oceania Tire SBU
Middle East & Africa Tire SBU

SBU by product

Specialty Tire SBU

Diversified Products SBU

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Bridgestone Corporate Brochure 15

Total optimization to realize the dream

In addition to the creation of final products, the Bridgestone

To achieve world No.1 status in both name and substance amid

Group is also engaged in activities which promote the

the proliferation of business and service models, and given the

integration of the supply chain into the core of our business,

breadth of our geographical presence, a key issue for the

including operations such as our natural rubber estates and the

Bridgestone Group in the future will be how to focus these

development and production of other raw materials such as

resources on a single goal-creating systems capable of supplying

synthetic rubber, carbon black, and nylon and steel cords. We

customers with high quality products and services as efficiently as

not only develop and manufacture production equipments for

possible. We refer to this challenge as one of total optimization.

our own factories, but we are also working constantly to

reinforce and strengthen our retail network so that we can

As part of our efforts in pursuit of total optimization, we have

achieve high-quality sales as well.

been working to strengthen all aspects of our supply chain,

from product planning and business development to raw

Bridgestone Group operations span upstream and

material and equipment procurement, production and

downstream activities, committing us to the deployment of

distribution. Established in 2006, the Global Logistics Center

extensive resources on a global basis to build a business that

(GLC) focuses on the integrated coordination of our global

stretches from sourcing of raw materials to the sale of final

supply chain. Another essential part of our efforts to achieve

products. The effective and efficient management of these

total optimization and attain world No. 1 status in name and

resources enables us to develop products and supply services

substance is a drive to boost our competitiveness through

which are highly competitive in the global marketplace and

ongoing investments in the skills of our employees, regardless

provide our customers with the quality that they have come to

of where in the world they may be at work in the Bridgestone

expect from Bridgestone.

Group. Success on these fronts will translate into justified pride

in having become a truly global enterprise.

Bridgestone Group Supply Chain

Product planning &

business development

Procurement
(raw materials, equipment)

Production

Logistics

16

Bridgestone Corporate Brochure 17

A wholehearted commitment
to environmental protection
The Bridgestone Group aims to be the world No. 1 tire and

emissions from tires in non-usage lifecycle stages by

rubber company in name and substance in CSR initiatives

boosting the energy efficiency of the production and

such as environmental activities and road safety programs.

distribution processes, and through used tire collection and

In recent years, in addition to involvement in local activities

recycling programs. However, we believe that one of the

which address atmospheric or water pollution, our

most critical methods for reducing emissions is the

communities rightfully expect that corporations will take

development of products which have a lower environmental

actions to enhance our environment and address issues on

impact. In tires, examples include our development of

a global level such as global warming.

runflats, which make spare tires unnecessary, and of the

ECOPIA brand of energy-efficient tires, which can cut CO2

The Bridgestone Group is actively engaged as a

emissions substantially by reducing rolling resistance. In our

manufacturer in addressing a range of environmental

Diversified Products operations, we produce a number of

issues that arise at different stages of product lifecycles,

other products that offer environmental benefits. One

from raw material consumption to production to

example is EVA (Ethylene Vinyl Acetate) film, which is a

distribution, usage and final disposal. The goal of our

critical component of renewable energy photovoltaic

programs is to lower the environmental impact of all related

systems. We have also succeeded in developing electronic

processes. The Bridgestone Group, a leading corporate

paper, which has significant potential to conserve energy

enterprise that makes and sells a large variety of products

and reduce paper consumption.

worldwideincluding bicycles and sporting goods as well

as tires and rubber productsis working to develop a

In 2007, the Bridgestone Group acquired US-based

diverse range of environmental management activities

Bandag, Inc., a leader within the retreading** industry.

which will support our goal of minimizing our environmental

Based on the assets and expertise of Bandag in this

footprint while we grow and diversify our businesses.

business, we are confident that we can make a major

contribution to conserving resources going forward.

Studies show that product usage accounts for 87%* of the

overall lifecycle CO2 emissions of a tire. Naturally, the
Bridgestone Group is actively trying to reduce CO2

* Figures based on 185/70R14 passenger car tires

** Retreading involves re-using a tires casing or body several times by
attaching a new tread to its surface.

Tire Life Cycle Assessment

CO2 emissions

4.1%

1.5%

0.2%

87.0% 7.2%

(12.2kg - CO2)

(4.4kg - CO2)

(0.5kg - CO2)

(258.0kg - CO2)

Raw
materials

The Bridgestone
Eco Mark

(21.3kg - CO2)

Manufacturing

Logistics

Product

Disposal

(Design, production)

(Distribution, sales)

(Usage stage)

(Recovery, disposal)

Environmental response
Use biomaterials
(natural rubber, other)

Improve energy
Enhance transport
efficiency during
efficiency
production
Install cogeneration system

Match tire
performance and
fuel efficiency

Reduce simple
combustion of
waste tires

Calculation of CO2 emissions in each stage of the product lifecycle for the passenger car tire 185/70R14
Total CO2 generated: 296.4kg- CO2/unit (Data source: The Japan Rubber Manufacturers Association)

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Bridgestone Corporate Brochure 19

Development of road safety education programs

and corporate citizenship activities worldwide
As a company closely connected to the automobile

which has won top honors at Japans national brass

industry, the Bridgestone Group is committed to

band competition on more than 20 occasions. The group

enhancing the safety and comfort of vehicles. Naturally

has performed at concerts not only all around Japan, but

this involves always working to create products that

has also delighted audiences across the world at

embody the high level of quality demanded by the

concerts organized by Bridgestone Group companies

market. To this end, we continue to pursue technological

outside Japan.

enhancements and develop products that contribute to

greater safety in a variety of ways. Runflat tires, which can

In Japan, Bridgestone is a major corporate sponsor of a

continue to function safely at a specified speed for a

project led by the World Wide Fund for Nature (WWF) to

specified mileage even after a loss of air pressure from a

promote marine biodiversity in and around Lake Biwa,

puncture, are one example of this. We also developed the

Japans largest stretch of inland water. Besides attracting

RRR (Revolutionarily Reinforced Radial) design for

the participation of factory employees and their families,

aircraft radial tires, which uses strong, high-elasticity

this project has also involved a number of regional firms

cords to maximize safety under the harsh operating

and NPOs, as well as the prefectural government of

conditions that occur with heavy aircraft repeatedly taking

Shiga and the Lake Biwa Museum.

off and landing at high speed.

Overseas, Bridgestone Group companies in the United

1
2

One of the most effective tools to enhance the safety and

States have partnered for several years with the Keep

comfort of passenger cars is routine maintenance of tires

America Beautiful organization in connection with the

by drivers. Simple actions such as checking for wear to

Great American Cleanup campaign, which is the largest

tires and maintaining correct tire pressures can extend

annual US community improvement and beautification

tire life and durability as well as save fuel. At the

program. Bridgestone Group plant and office employees

Bridgestone Group, weve taken a leadership role in

joined with staff from company-owned stores in a variety

educating drivers about the importance of inspecting tires

of activities, including the collection of old tires and other

to ensure safety and help to prevent accidents on the

recyclable items, as well as tree-planting programs. In

road. In 2003 in Japan we launched a tire safety project

Asia, Bridgestone Group companies established a

aimed at raising the tire-related safety consciousness of

system of scholarships for university and junior high

drivers. Around the world, we have worked together with

school students as well as vocational employment

the FIA Foundation* to promote the Think Before You

training facilities. As an enterprise across the globe, the

Drive road safety campaign. Begun in Europe in 2005,

Bridgestone Group is committed to its involvement in

this campaign has already been promoted in more than

various corporate citizenship activities ranging from

70 countries worldwide.

grassroots programs to regional community initiatives.

At the same time, as a corporate member of society, we

*FIA Foundation
This UK-based international charitable foundation was created in 2001
with a $300 million donation from the Fdration Internationale de
lAutomobile (FIA). Its mission is to conduct research and promotional
campaigns in areas related to road safety, the environment and
development of the automobile industry. The FIA, which is a non-profit
federation of motoring organizations from all over the world, is the
governing body of international motor sports.

are also involved in various cultural, community-based

and other social contribution activities. For instance,
employees at our plants located around Kurume,
Fukuoka Prefecture, volunteer and participate as

1. Great American Cleanup campaign

2. Lake Biwa-Sustainable Environment for Local
Communities
3. Think Before You Drive campaign
4. Tire Safety Project in Thailand

20

members of the Bridgestone Symphonic Brass Band,

Bridgestone Corporate Brochure 21

A proud leader in global

motorsports
Of all Bridgestone Group activities, perhaps the most
visible and high profile program is our supply of tires to
the FIA Formula One World Championship, which many
regard as the pinnacle of motorsports. Bridgestone have
supported F1 racing in this way for more than a decade
since first entering the competition in 1997. To perform at
this level, tire development requires sustained investment
in the latest technology. Daily interactions with various
race teams, their engineers and drivers provide us with
valuable information, generating important feedback for
our tire research and development operations.
Besides Formula One, the Bridgestone Group is also a
tire supplier for the GP2 championship, which is a feeder
series for F1. Another world-leading motorsports event
for which we supply Bridgestone brand tires is the
CHAMP Car World Series headquartered in the United
States. Firestone-branded tires are also supplied to each
team competing in the Indy Racing League (IRL). In
motorcycle racing, several riders equipped with
Bridgestone tires compete in the MotoGP class of the
FIM Road Race Championship, including the champion
of the 2007 series. For the Bridgestone Group, this
marked the first championship title in six seasons of
competing in MotoGP.
We regard our active participation in the worlds top
motorsports events as an important element of our drive
to affirm the status of the Bridgestone Group as the world
No. 1 in both name and substance. Naturally, we also
take pride in our achievements in these areas.

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Bridgestone Corporate Brochure 23

The source of the dream

The roots of our dream date back to the establishment of

Bridgestone Tire Co., Ltd. in 1931. Anticipating the future
potential of tires for passenger cars and the international
development of the business, founder Shojiro Ishibashi

Bridgestones first tire was created in 1930 (for passenger cars/29X4.50 4P)

used an English translation of his surname for the name

of the company. Even then he may indeed have been
dreaming of the future of the Bridgestone Group.
The Bridgestone Group expanded its business in tandem
with the growth of Japans automobile industry to
become Japans largest tire manufacturer. The company
also actively expanded overseas, particularly in Asia. In
1988, the company acquired the Firestone Tire & Rubber
Co., a firm with a venerable history of its own. This
elevated Bridgestone to become one of the worlds
leading tire and rubber products companies.
Today, our dream is to be the world No. 1 of tire and
rubber products industry in both name and substance,
becoming a truly global enterprise. The collective efforts
of all of our employees are focused on realizing this goal.
We hope that this brochure has helped to increase your
understanding of the Bridgestone Group.

Lifelong friends, Harvey S. Firestone (right), founder of The Firestone Tire & Rubber Company,
Thomas Edison (center) and Henry Ford (left)

The Firestone Boys proudly show off the new gum-dipped

balloon tires that first appeared at Indianapolis 500 in 1925,
and continued Firestones winning streak

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Bridgestone Corporate Brochure 25

10-1, Kyobashi 1-chome, Chuo-ku, Tokyo 104-8340, Japan

www.bridgestone.co.jp

Printed in Japan with vegetable-based ink on Green Proportion Recycled Paper