Bridgestone Corporation says its new “Solutions for your journey” tagline is part of its long-term vision to shift its strategy to be a sustainable solutions provider.

The new approach was unveiled during a virtual press conference live-streamed recently from its Tokyo-based conference and training facility.

The new tagline supports the company’s ‘Mid-Long-Term Business Strategy Framework’, said Bridgestone Global CEO and Representative Executive Officer Shu Ishibashi.

He explained that the new tagline and refreshed brand identity are part of the company’s ongoing transformation and the evolution of its offering beyond tyres and diversified products to include advanced mobility and solutions.

The company has outlined a vision of providing social value and customer value as a sustainable solutions company today, tomorrow and toward the future in 2050, “contributing to society’s advancement with care, confidence and creativity.”

“The introduction of the Bridgestone ‘Solutions for your journey’ tagline signals our company’s ongoing transformation to the world and communicates our long-term vision to be a sustainable solutions company,” said Shu Ishibashi,

“We consider this moment to be a ‘Third Foundation (Bridgestone 3.0)’ in our company’s history, with the “Original Foundation (Bridgestone 1.0)’ being in 1931 when Bridgestone was established and the “Second Foundation (Bridgestone 2.0)’ taking place in 1988 when Bridgestone merged with the Firestone Tire & Rubber Company.

“We are excited for the future as Bridgestone advances to offer world-class mobility solutions that deliver increased value for our customers and society.”

Solutions for your journey replaces the existing Bridgestone brand tagline, ‘Your Journey, Our Passion.’

The new tagline will be utilised globally in all markets where Bridgestone has sales and operations to strengthen its position as a truly global player, said the company.

Bridgestone plans to start using the new tagline in the second half of 2020 with a full-scale launch planned for the first quarter of 2021.