24MBP Business Shaping Scenario: Create Good Tires

Premium Tires for Passenger Cars—ENLITEN as New Premium in the EV Era
Bridgestone E8 Commitment

EnergyEcology

Efficiency

Based on the foundation of reinforcing existing premium,
Bridgestone creates its own unique “new premium” throughthe expansion of ENLITEN, the base technology for productdesign. ENLITEN is a technology that evolves environmental
performance while expanding basic performance andelevating all conventional performances. It also pursues“ultimate customization” to sharpen edge in a performance
which not only meets the apparent needs and potential
wants of the markets and customers, but also further
inspires markets and customers by creating new value thatthey may not have imagined, according to thecharacteristics of diverse vehicles and usage conditions.
Particularly for PS tires, we respond to changes anddiversification of desired tire values on the back of theadoption of EVs, etc., as “new premium in the EV era”.

ENLITEN Expansion — OE/REP Linkage:
Premium Tires for Passenger Cars — OE
For original equipment (OE), the starting point of expanding
ENLITEN, we strengthen our approach to premium vehicles/
OEMs, prestige OEMs, and premium EVs. By developing“ultimate customization” with ENLITEN technology andproving its value, we aim to expand the number of new car
models that come fitted with ENLITEN OE-produced tires from
75 models at the end of 2023 to approximately 250 models at
the end of 2026 including emerging EV manufacturers (globalcumulative total). Also, through strengthening approach toprestige OEMs, we will link this with building a sustainablepremium brand.
Premium EV users in the initial stage of EV adoption
have a high tendency for recursion from OE to REP tires.
We steadily capture REP recursion demand, starting fromthe expansion of OE fitment.

Create Value in REP Tires by Leveraging “Retail& Service Network” as a Touchpoint withCustomers and Vehicles
Based on the retail & service network, which serves as atouchpoint between Bridgestone and its customers andvehicles, we create new demand by ourselves throughstrengthening value creation in REP tires. By being attentive
to customers, providing high-quality services and listening
to the voice of customers at retail sites, we meticulously
understand the value desired of tires by car and by market.
In addition, through end-of-life tire surveys by fieldengineers on-site (Genbutsu-Genba) we identify challenges
and promote tire product planning and development topursue “ultimate customization”, starting from customer
pain points.
In 2023, Bridgestone launched the TURANZA EV, our firsttire specifically designed for EVs, reflecting customer
feedback from the U.S. West Coast and addressing theissues of enhancing sustainability and early tire wear onEVs. In Europe, we have also launched TURANZA 6, which
is EV ready and has enhanced wet-handling performanceand wear, etc. required in the European market. In Japan,
we launched the REGNO GR-X III in February 2024, the firstENLITEN-equipped tire for REP use in Japan. This has also
improved handling performance, sharpening our edge inquietness, and enhanced the environmental performanceby using renewable resources as raw materials. From2024, we plan a full-scale expansion of the number ofENLITEN-equipped REP tires for the global market, aimingfor a cumulative total of 45 products and 65% ENLITENequipped products by 2026, and 100 products and 100%ENLITEN-equipped products by 2030.
The 24MBP is the “1st stage of the new premium” that offers

Approx. 250

new value to customers by expanding the first generation ofENLITEN technology. The 27MBP will be the “2nd stage of newpremium” where we launch the 2nd generation of ENLITEN inthe market, expanding value together with the evolution ofbrand power which aims to establish a sustainable premium.

Approx.

Creating social value linking with business

Number of car models with ENLITEN OE fitment (global)
Non-EVExtension

EV150

Through the expansion of ENLITEN, the “newpremium in the EV era”, we commit to therealization of a caron neutral mobility society—Energy in the Bridgestone E8 Commitment.

7546

2745

20
7292021

2022

1644Approx.

100312023

2026 planValue creation in REP tires, leveraging retail & service network
Strengthen approach to premium &prestige OEMs
Expand OE fitment including for EVs

Original Equipment(OEMs in Japan / Europe / U.S. / China, etc.)

ICE

Improvement in driving range /Low electricity consumption

Replacement

Reduce environmental
impact / Long-life

EV

Increased severity on tires

Hardware-defined vehicle

Software-defined vehicle* Internal combustion engine
Customertouchpoint

Customertouchpoint

Retail & service network

Touchpoint with customers & cars
– Be attentive to & deeply understand customer problems –2 High-quality service & maintenance through the retail network

End-of-life tire survey on-site(Genbutsu-Genba),
identification of issues

Support from the ground up even during
product use phase.
Improve customer experience value, gain trust.

Gather insight fromGenbutsu-Genba observations &interviews with users

1Dan-Totsu products

Field engineering

Tire product planning & development withcustomer problems as the starting point

Solve with “ultimate customization”

Generate customer delight withDan-Totsu products

ENLITEN - equipped REP products

North America

Japan

EuropeBridgestone’s first EV
specialized product for
replacement equippedwith ENLITEN

Launched Sep. 2023

Launched Feb. 2024

Dry Braking

Braking
Dry Handling

Noise

WeightComfortNoise

Wet-handling

ComfortWet-handling

Wear ResistanceRRC

The first ENLITEN productfor replacement in Japan

2024: Expand to India & Asia2025: Expand to China

Launched May 2023

Dry Handling

OE-REP linked productanticipating EV expansion

Provide new value with improved wear resistance(+50% vs. Bridgestone’s conventional product),
an issue for EVs and increased renewable & recycled material
ratio to 50%

Wet Handling

Wear Resistance
MCN

More than 20% higher wear resistance vs.
Bridgestone’s conventional product.

Significantly improved wet-handling performanceand rolling resistance, important performances in theEuropean market. Balanced in every performance at a high dimension.

Quietness

Dry HandlingLight Weight

Wear Resistance

WeightLow RRC

MCN

ComfortMCN

Fuel Efficiency

Comfort achieved from superior quietness, and driving

performance refined with highly responsive handling.

Contribute to the realization of sustainability throughreduced weight and use of recycled & renewable materials.

Our team worked on developing “TURANZA EV”, Bridgestone’s first EV specialized tire equippedwith ENLITEN technology, to realize our vision “Sustainable solutions company”.
We aimed to offer the performance which contributes to sustainability to customers, andalso listening to the voice of customers, mainly from the West Coast where the shift to EV isadvancing, cooperation with Bridgestone retail channel network to capture clearly the painpoints on EV such as premature wear.
After many co-creations with diverse departments to realize our vision, ENLITEN technology
was first installed in North America. We also achieved to provide customers EV-specialized
tire with improved wear resistance by 50% versus conventional product and with recycled &renewable material of 50%.

Jeff Cook
Executive Director
Product Strategy and Portfolio Planning, Bridgestone Americas

Bridgestone 3.0 Journey 2024 Integrated Report47