Bridgestone unveiled the concept of a tire center of the future

Bridgestone has developed the e-CENTRE tire center concept, which "reflects the evolution of tire retail" and is designed to be gradually implemented in reality. As part of the project, the tire manufacturer, together with the audit and consulting firm Ernst & Young, has identified 85 criteria in the ESG (environmental, social, and corporate governance) area, according to which retailers will be evaluated to obtain the status of Bridgestone e-CENTRE.

The company says it will actively support its retail partners and offer them recommendations and expert support. The first to register for the project were four British tire centers, and in the future, new requirements are planned to be made standard for those who want to change their status.

Over the next couple of years, Bridgestone will assess several hundred tire dealers across Europe, and 150 of them are expected to pass the new certification. The company says that centers in the new format will be "radically different in terms of aesthetics" and will be equipped with solar panels, while staff will receive training on the benefits of premium tires. In addition, initiatives aimed at improving road safety and even "hyperlocal charity campaigns to support local communities" are planned.

According to Andy Matthias, project leader and head of Bridgestone's marketing department in the UK and Ireland, the new concept "embodies a comprehensive approach to future mobility-related business". "The concept was developed based on a large-scale study and survey of motorists, which showed that more than a third of drivers highly value service centers that use responsible waste recycling methods," he noted.

A study conducted in the UK also showed that almost a quarter of car owners (23%) are "more likely" to choose a service center with a sustainability certificate.

"Ultimately, we want to improve the purchasing process, in particular by replacing traditional tables and waiting areas with more modern buyer space in each accredited center," Matthias added.