The mobility environment in the Middle East and Africa (MEA) is unique, marked by diversity and economic challenges. In this backdrop, Bridgestone’s commercial tyres and fleet operation is guided by the steady leadership of Anand Hegde.
In a special interview with T&FME, Hegde paints a detailed picture of its position and vision and ensuring economic pressures do not nudge businesses to prioritise short-term costs over long-term ownership.
What is your assessment of the current mobility continuum in this region and how and where is Bridgestone positioned in this spectrum?
In the context of the current mobility landscape in the Middle East and Africa, it is essential to recognize the vast diversity that characterizes this expansive region. The numerous culturally distinct countries and populations present many different challenges in the Mobility space.
One common thread across the region is the economic uncertainty, high inflation rates and the devaluation of foreign exchange exerting significant pressure on businesses to find ways to re-duce operational costs. Labor costs are low, safety awareness is not there and Customers are short term focussed on initial purchase price and not the Total cost of ownership which is through the full life of the tyre.
Bridgestone has been the market leader in the Commercial tyres segment thanks to our strong brand presence, a product line that is specifically tailored to meet the unique needs of the Middle East region and our extensive distribution network which ensures our strong connect with the End consumer.
However, being a market leader comes with it a responsibility to drive positive change. We try-ing to shift the mindset of Fleet operators in the region to Sustainability, Safety and long-term total cost of ownership reduction. Our collaboration is not limited to just Tyres but the com-plete Fleet management process.
With companies undergoing digital transformation, what do you think will be the new chal-lenges for the automobile industry in a digital ecosystem?
We are seeing a big shift in the way Fleets operate where information is the key. Fleet manag-ers want to know in real-time the health of their fleet and its operating efficiency. This includes Vehicle conditions, Fuel efficiency, Maintenance costs, Route optimization, Driver behavior etc to name a few. Digital solutions are now easily available across countries and we come across a progressive fleet using these Solutions even in an under-developed economy country in Africa.
Bridgestone has made significant strides in embracing digital transformation within the auto-mobile industry. Use of RFID chips embedded into the tyres during production allows tracking tyres in real-time, offering valuable insights into tyre condition, usage, and performance. Tirematics Valve sensors for Tyre pressure and Temperature monitoring is one other Solution from Bridgestone which can provide alerts of low pressure. Maintaining optimum pressure improves safety, reduces fuel cost and extends Tyre life.
The latest addition to the Bridgestone Digital Suite is WEBFLEET telematics solutions. Telematics technology allows for the remote monitoring and management of vehicles in a fleet. It provides critical data related to vehicle location, usage patterns, fuel consumption, and more. This data enables fleet managers to make informed decisions to optimize routes, reduce operational costs and ensure efficient fleet management.
However, this digital evolution also raises concerns about data security, privacy, integration complexities and the need for training. As the industry continues to adapt, addressing these challenges will be pivotal in ensuring the successful integration of digital solutions and realising their full benefits.
What are the sustainable solutions Bridgestone is working towards in the tyre industry?
At the core of Bridgestone philosophy is the E8 commitment to Sustainability. We are building tyres with increased percentage of sustainable materials and constantly working to improve this score without compromising safety and performance. We take pride in our market-leading Bandag Retread products which extend the life of Tyres and reduce waste significantly. Bridge-stone Tyres and Fleet solutions help in reducing fuel consumption with superior tyres, better tyre maintenance and efficient fleet management.
For Bridgestone, which are the most important markets in the Middle East and why?
In the Middle East, Bridgestone’s approach is guided by our philosophy of being a premium mobility solution provider. Rather than singling out specific markets, we prioritize market segments that demand premium products and mobility solutions. Our focus is on delivering value to users to meet diverse market needs and the complexities are many – Physical distribution, Financial instruments, Standards & regulations, Operating conditions etc require a unique flexi-ble approach. Our commitment lies in understanding and navigating these complexities to pro-vide the right products and services irrespective of geography.
How do automotive OEMs transition to electric vehicle manufacturing?
In the transition towards electric vehicles (EVs), especially within the realm of commercial vehicles, we are witnessing a growing interest from automotive OEMs. Leading EV truck manufac-turers are actively collaborating with Tyre manufacturers as they test their products in the harsh weather conditions of the Middle East. A lot depends on the National electricity grid in-frastructure of the country hence Governments will play key role in the roll out of EV trucks. We see many Chinese traditional IC engine Truck manufacturers dominating African market just as we see major progress being done by the leading global truck brands in the EV space.
Do we know yet what the tyres of tomorrow will be like?
While we read a lot about Airless tyres concept, these are still in test phase and mainly targeting low speed operations in aggressive terrains but not for high speed ‘black top’ highways! Sus-tainability is another key aspect and we expect greater adoption of Sustainable materials and eco-friendly processes in tyre manufacturing. A lot has been spoken about the Tyres for EV vehi-cles which need to have higher traction, more silent and be able to Crry the extra load of the heavy batteries.
The most significant shift though lies in new-gen tyres communicating in real time with the Fleet with data on temperature, pressure, wear, road conditions and Tyre maintenance needs. This data will be invaluable as it will allow for proactive care and enhance safety. We may not see a dramatic change in the fundamental tyre concept, the ability of tyres to communicate with vehicles and fleet managers will be a game-changer.
As COP 28 approaches, there is a growing anticipation among the public regarding sustainability. Is it crucial to incorporate sustainability into your communication approaches in order to establish your brand’s credibility?
In preparation for COP 28, we at Bridgestone understand the growing anticipation among the public regarding sustainability. We are striving to communicate the benefits of sustainability to individuals across the mobility spectrum, from truck drivers to workshop technicians, fleet managers and fleet service users. And as to how it effects their families and future generations. As the market leader, we carry the responsibility to ensure that all people involved in the mo-bility process believe that sustainability is not just a buzzword but something that genuinely benefits and touches all our lives.
At Bridgestone, sustainability is a priority as evidenced by our E8 Commitment which is our corporate commitment to address climate change by reducing our carbon emissions and invest-ing in a new energy economy. It serves as our framework for the transformation of our business model, paving the way for us to become a leader in sustainable mobility and advanced mobility solutions.
