Bridgestone MEA, a global leader in tyres and sustainable mobility solutions, joined forces with its long-standing partner Al Masaood Tyres, Batteries & Accessories (TBA) Division to power discussions at Automechanika Network in Abu Dhabi. The event brought together senior leaders from across the automotive value chain to debate the future of mobility, sustainability and innovation in the Middle East’s aftermarket sector.
Bridgestone and Al Masaood, who have enjoyed a 51-year partnership in the UAE, highlighted their joint role in strengthening customer trust, expanding market reach and delivering premium mobility solutions across the nation. Since 1974, Al Masaood TBA has been a cornerstone in Bridgestone’s success in Abu Dhabi, providing world-class tyre and service solutions to fleets and motorists alike.
At the event, Hani El Tannir, CEO of Group Industrial, Al Masaood Group, participated in a panel titled “E-commerce: Transforming Aftermarket Sales & Services.” Drawing on Al Masaood’s industrial expertise, El Tannir stressed the importance of innovation and sustainability in building a smarter, more resilient mobility ecosystem.
“Automechanika Network is a pivotal platform for shaping the future of mobility in the MEA region. Our participation alongside Bridgestone underscores our shared commitment to innovation, excellence and sustainable solutions,” he said, commending the efforts of the TBA operations team led by General Manager Salah Adib.
Meanwhile, Gurhan Cevikel, Head of Marketing, Bridgestone MEA, spotlighted the company’s E8 Commitment and ongoing investments in AI, digitalisation and aftermarket innovation. These initiatives are aimed at enabling smarter mobility, improving fleet productivity and delivering customer-centric solutions in line with evolving industry demands.
With the theme “Shifting Gears – Navigating Tech, Sustainability & Transformation,” Automechanika Network challenged participants to adapt to shifting consumer expectations, embrace digital disruption and place sustainability at the core of business strategy.
