24MBP Business Shaping Scenario: Create Good Business

New Premium Tire Business Model: Strengthen Channel Power
Bridgestone E8 Commitment

EnergyEcology

Efficiency

Extension

EconomyEaseThe key to “create good business” is channel power. As part of the new premium tire business model, we are focusing value
creation by expanding our retail & service solutions network, which combines family channels and strategic partners, mainly
in North America and Japan, linked with “create good tires” with a focus on fusion of ENLITEN and BCMA.
We aim to amplify the value of our Dan-Totsu products during customers’ tire use, enhancing customer experience value (UX)
by staying close to them and recommending better tires and better use of tires, and enhancing retail sites as the important
touchpoints with customers.
 trengthen Channels which Create Social Value and Customer Value, being Attentive to Customers and Markets: Realize
S
Reinforcement of Earning PowerUP

Channel power Family channel + strategic partners

Enhance value
Create value
Improve sales mix(Retail & service solutions network: Increase customer experience value)

Equity stores in the U.S.

Equity stores and family channel in Japan

Strategic partners
Equity stores: Approx. 2,220 stores* in 2023
Approx. 2,240 stores in 2026

BtoC
(For PS)

BtoB(For LT & TB)

Improve business quality- Develop a new store format that improves
customer experience value through real x digital- Real: Enhance sites- Digital: Promote DX of business systems
Develop new channel in collaboration withstrategic partners

Reinforce approx. 1,200 sites in service network
Link with expansion of mobility tech business“Fleetcare” program—Enhance capabilities forand EVs
Link with last mile solutions for BtoB (for LT)
Link with retread (for TB)

Base technology for
R&D and manufacturing

Ultimate customization
Differentiation
New premium
Base technology forproduct design

Enable cost reduction indevelopment and production,and improve agility

Strategic partners
B-select (for PS):
2023: Approx. 800* ⇒ 2026: Approx. 1,000- Be attentive to customers more than ever on-site
Reinforce channel through real x digital:- Restructure wholesale sites ⇒ Shift to retail- Launch e-commerce “Bridgestone tire online store”
Strengthen channel in collaboration with strategicpartners

Enhance service network linked with “TPP”
solution and retread
B-Select (for TB):
Approx. 400* ⇒ 2026: Approx. 500—Enhance being attentive to customers on-siteand solve their problem—

Enabler that supports growth of the premium tire business and solutions business

Expandtire performance
spider chart“Sharpen Edge”

Fusion Business cost reduction(Reduce cost +environmental impact)

Simplification

DOWN

Increase product power— Generate customer delight —Newbrand power

Dan-Totsu R&D
and manufacturing
power

Globalprocurement power

Global
SCM power

Co-creation withsustainability partners* PS: Passenger car tires, LT: Light truck & bus tires, TB: Truck & bus tires * As of the end of 2023

U.S. Retail Equity Stores Business:Take on the Challenge of a New Store Format
Evolving by Real x Digitalenhancing EV maintenance, and charging service, andconducting EV maintenance training for store technicalstaff, linked with ENLITEN, “New premium in the EV era”. We
are also reinforcing our sustainability efforts by introducing

In the U.S. retail equity stores business, we are taking onthe challenge of developing a new store format evolving
by the combination of real and digital capabilities,
strengthening to provide premium customer experiencevalue and to contribute to sustainability. First, in 2024, we
conduct an initial trial. We are enhancing digital service
which completes the entire customer experience fromproposal of optimal products & services, order, operation
appointment, payment, to after service, seamlessly on theapp. We are also promoting to strengthen premium tires
and service specialized for EVs through such initiatives:58

New store format in the U.S.

solar power panels and advanced LEDs, optimizing energy
use such as air conditioning, and recycling end-of-life tires
and oil at retail stores. We identify services that can provide
value to our customers through conducting the PDCA cycle
and are gradually expanding to 2,200 equity stores in theU.S. in 2025 and 2026, leading to improve the quality of ourservices.

Creating social value linking with business
For the new store format in the U.S., in addition
to adding value to the customer experience weprovide, we are also strengthening our provision ofsustainability and social value, such as by installing
solar panels.

At Bridgestone Retail Operations in the U.S. we continue to drive innovation in the automotive
aftermarket. Our next-generation retail experience will elevate end-to-end customer satisfaction
through efficient, digital solutions and a modern, physical store environment. Trust will be built
through the transparency, reliability, and expertise of our 20,000 retail teammates. As we lookahead to an exciting retail future, we will evolve our service with customers at the center.

David Nientimp
Vice President
Marketing, Merchandising and Retail Transformation, Bridgestone Retail Operations

Global Expansion of Our Retail & ServiceSolutions Network

Strengthen Japan Retail Business:
In Japan, we are expanding B-Select, a new network ofstores accompanying each customer on-site and providing

Globally, we are expanding our retail & service solutions

the high-quality services and solutions. We are also

network by real x digital. We are improving the quality

strengthening our efforts to provide optimal proposals

of business in the retail & services business whileand high-quality services through connecting directly

strengthening our contribution as an enabler of growth forwith customers through the Bridgestone tire online store,

the premium tire business and the solutions business.

leveraging “real” and “digital” capabilities.

Global Expansion of our Retail & Service Solutions NetworkApprox.
Network for PS

19,400Americas

Approx.

9,300

Japan

Approx.

1,800

Approx.
sites

Network for TB

Europe, Middle East,and Africa

Approx.

3,500

Americas

Approx.

Asia-Pacific,India, and China

Approx.

4,700

4,700

Japan

Approx.

1,200

7,900

Approx.
sites

Europe, Middle East,and Africa

Approx.

1,200

Network for OR

130

Includes solutions, services,sales, partners, etc.
On-site service sites

Asia-Pacific,
India, and China

Bridgestone + Otraco

Approx.

Approx.

900sites

70 sites

Digital platform

Tire monitoring system

Tire database platform* PS: Passenger car tires, TB: Truck & bus tires, OR: Off-the-Road tires

Digital fleet solutions

Retread tire production
management system

Data as of the end of 2023. Number of stores include equity stores, franchise, voluntary chains and special contract dealers

Bridgestone 3.0 Journey 2024 Integrated Report59