Bridgestone’s Mission of “Serving Society with Superior Quality” andEver since its founding in 1931, guided by the unchanging mission— “Serving Society with Superior Quality” — Bridgestonesociety and to continue supporting mobility and individuals’ lifestyles. Bridgestone’s DNA includes a “focus on quality,”
problems,” and championing a “challenging spirit.” Our DNA has been shaped and refined over the course of our history.

Bridgestone 1.0Foundation1931
Our founding
In the early part of the 20 th century, tire manufacturers

We set our sights on expanding overseas soon after ourin Europe and the United States were thriving alongside

founding and chose Bridgestone as the company nameadvancements in the automotive industry, while Japanand trademark the founder’s surname translated andrelied on U.K. and U.S. technology and capital. Founderreversed (Ishibashi, which means “stone bridge” in English)

Shojiro Ishibashi believed in the future of motorized

for better product image and marketability overseas.

transportation in Japan and took on the challenge ofBridgestone began to expand its business from Kurume

producing tires domestically using Japanese capital andCity to the rest of Japan and began exports to Asia thetechnology. After overcoming many technical challenges,following year after founding. We have since continued

the very first Bridgestone tire was produced in 1930, andsupporting motorization and mobility with safety andon March 1, 1931, Bridgestone Tire Co., Ltd. was founded inpeace of mind in Japan and Asia, and the Asian region has

Kurume City, Fukuoka Prefecture—eventually leading tobecome our second home market. Bridgestone DNA, which

the Bridgestone of today.

includes taking on difficulties with a “challenging spirit”,“focus on quality”, and “being attentive and supportive ofcustomer problems” with “respect for being on-side”, hasbeen inherited to the current Bridgestone from this periodof founding.

Birth of Bridgestone’s first tire8Our DNA
has been expanding and evolving its operations to meet the changing needs of“respect for being on-side,” “being attentive and supportive of customer

Bridgestone 2.0
Second Foundation

1968–

1988–

Receiving the Deming Application Prizeand defining the company mission:“Serving Society with Superior Quality”

Taking on the challenge of a global
Bridgestone

Receiving the Deming Application Prize

Merger with Firestone Tire & Rubber Company,the second largest U.S. tire manufacturer

In the 1960s, Bridgestone promoted the modernization ofAiming to make full-scale business entry in the North

management and quality management activities, which weAmerican market, Bridgestone acquired Firestone Tire &uniquely named the “Deming Plan” in 1964. Based on theRubber Company, the second largest U.S. tire manufacturer

basic thought that “good company quality makes goodat the time. The acquisition cost around 2.6 billion USD

quality of products and services”, we started company-wide(approx. 330 billion JPY), making this the largest overseas

efforts to improve our corporate structure. In 1968,

acquisition by a Japanese company at the time. This merger

Bridgestone received the Deming Application Prize, which ismade Bridgestone one of the top three manufacturers inawarded to companies demonstrating distinguished quality

the global tire market and launched the journey toward

control, for the first time in the tire industry.

globalization. Bridgestone continued to evolve into a
global company overcoming many challenges, such as thefusion of two distinct corporate cultures.

The Deming Application Prize medal

Receiving the Deming Application
Prize (1968)

Company mission:“Serving Society with Superior Quality”
In the same year we won the Deming Application Prize,
Bridgestone established “Serving Society with SuperiorQuality” as its company mission. This mission reflects
the founder’s business philosophy that “A business that
contributes to its society and country will be foreverprofitable”, and lives on today as its unchanged mission.
Bridgestone’s DNA, “focus on quality”, has been cultivatedthrough such activities to improve management quality.

Bridgestone acquired the Firestone Tire & Rubber Company in 1988

1997
Participation in F1®, the pinnacle of motorsportsBridgestone started its motorsports activities from the firstJapanese Grand Prix in 1963. We expanded our motorsports
activities globally and began participating in F1® racing in
1997, one of the world’s top races. Just one year later, in
1998, a team won the F1® championship using Bridgestonetires. The Firestone brand (as part of Bridgestone) returnedto the INDYCAR® SERIES in the United States in 1995 andBridgestone also began participating in MotoGP™ in
2002, the world’s top motorcycle race. This “challenge forexcellence” has enabled Bridgestone to be recognized as aglobal premium brand and serves as the foundation of ourpremium tire business today.

Formula 1®

Company mission defined (1968)

MotoGP™

1998 Round 16 Suzuka

2015 Round 18 Valencia

Formula 1® 1997-2010

MotoGP™ 2002-2015

Bridgestone 3.0 Journey 2024 Integrated Report9

“Serving Society with Superior Quality”—Our Mission and the Bridgestone DNA

Bridgestone 3.0
Third Foundation

2000-

2020-

Start of the solutions business for
future growth toward Bridgestone 3.0

Bridgestone 3.0: Toward becoming asustainable solutions company

Bridgestone expanded into the solutions businessdomain to amplify the value of its Dan-Totsu (the clearBridgestone positioned 2020 as the first year of theand absolute leader) products from the “produce and“third foundation” or Bridgestone 3.0 and announced thesell” phase to the customer’s “use” of tires, with a focus

Mid-Long Term Business Strategy Framework, placing

on “respect for being on-site” and “being attentive andsupportive of customer problems.”

sustainability at the core of management and business.
We identified our vision of “Toward 2050, Bridgestone
continues to provide social value and customer value
as a sustainable solutions company”. As a sustainable

2007
Merger with Bandag, a leading tire retread*company
Bridgestone acquired Bandag, a U.S. company, to grow theglobal retread business that maximizes productivity andsolutions company, Bridgestone takes on the challengeof transforming into a company that continues to growsustainably, provide value, and support the realization ofa sustainable society. Bridgestone is moving forward withthis Bridgestone 3.0 Journey.

economic value for customers and makes a strong
contribution to sustainability. This merger built thefoundation for the future growth of the solutions business,and retreading is now being developed as a core part of thesolutions business.
* Retreading is the process of replacing the worn tread on old tires received
from customers, and then delivering tires that are ready to be used again.

Bridgestone 3.0 Journey

VisionToward 2050, Bridgestone continues toprovide social value and customer value as asustainable solutions company.

2019
Merger with Webfleet Solutions (formerlyTomTom Telematics), a leading digital fleet
solutions provider in Europe
With this merger, Bridgestone started the expansion of fleet
solutions using digital technologies. The aim is to provide
new value by combining Bridgestone’s expertise in tires
with mobility data and tire data.

102022
Establishment of its corporate commitment,
the “Bridgestone E8 Commitment”
To accelerate our transformation, on March 1, 2022,
in celebration of the 91st anniversary of our founding,as the axis to drive management while earning the trust

The 2030 Long Term Strategic Aspiration
announced in August 2022

of future generations. The Bridgestone E8 Commitment

Bridgestone announced the 2030 Long Term Strategic

Bridgestone announced the “Bridgestone E8 Commitment”

embodies Bridgestone’s vision and reflects our mission,

Aspiration described as a vision of what we want to

the fundamental principle of “tires carry life”, andachieve in 2030, to survive these unpredictable times

Bridgestone DNA. We will commit to create 8 Bridgestone-

when the business environment is constantly changing

like values starting with the letter “E” through theand change is becoming commonplace. We positioned thisBridgestone-like purpose and process together withas a roadmap and North Star toward our 100th anniversary

employees, society, partners, and customers to realize ain 2031 and are accelerating our transformation into asustainable society.

resilient “excellent” Bridgestone that transforms change
into opportunity, unperturbed by continuous change whileremaining robust and flexible like rubber.

2030Long
Strategic2030
LongTerm Term
Strategic
Aspiration:Aspiration:
Strategic Map Strategic Map
Mission: Serving Society with Superior Quality

Vision: 2050 Bridgestone continues to provide social value and customer value as a sustainable solutions company
Solutions for your journey
Cloud

Bridgestone E8 Commitment
Solutions for social systems

lSel

Share data
among partners

Unique “Real x Digital” platformc ycle)

vehiclese&Premium Tires

Corebusiness“Support”

ProducRetail & Service Solutions Network

Amplify
data value

Interaction
with empathy
to co-creation(R eToward“CaRetail & Service Solutions

Amplify trust

trality ＆ Cineurcu
onlarUserb”
omyonec

Tire-centric Solutions

Amplify valueof Dan-Totsu
productsew

Mobility Solutions

Growthbusiness“Support” society/mobility systems“Support” vehicle operation systems

platform

Ren

Enhancing value chainof Dan-Totsu products

Diversiﬁed Products/
Exploratory

Real x Digital

Trust with society /partners / customers

Based on tire data(Win-Win-Win)

Tires and solutions “carry life”
New core competencies
Bridgestone DNAFundamentals

New global footprint

Ultimate customization

Focus on quality
Sustainability

Compliance, Human rights

New brand power

DE＆I

GovernanceTechnology & Innovation
Being attentive and supportiveof customer problems

Respect for being on-site

BCP, Risk management

New & true glocal portfolio management
Challenging spirit

Enhance talent creativity

Create new DNA

Peace of mind, Safety

2024
Mid Term Business Plan (2024–2026)—24MBP announcement
Bridgestone formulated the 24MBP based on the 2030 Long Term Strategic Aspiration as our roadmap and North Star, takinginto account changes in the business environment as well as remaining issues from 21MBP – the Mid Term Business Plan (20212023) and newly exposed issues. We will further focus on value creation, having “Passion for Excellence” as our management
approach, which expresses the passion to pursue improvement of management and working & business quality.

Bridgestone 3.0 Journey 2024 Integrated Report11