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Bridgestone. The European story. . The European story. Table of PAGES

content 6-7 Bridgestone Corporation Your Journey, Tyres for everything that moves We are committed to responsible growth Our Passion 8-9 Bridgestone Europe ‘The Bridgestone Essence’ in Europe Our European success story MORE THAN 80 YEARS Recent Bridgestone investments in Europe OF superior quality. 10-11 What products do we sell? If it has wheels, we have a tyre for it 12-13 Concrete applications For many years, Shojiro Ishibashi’s family manufactured ‘Jika-tabi’, socks with rubber Thank you Bridgestone! soles that were used as work shoes. Shojiro 14-15 technologies / Innovations took over the reins of the family business Three important Bridgestone tyre innovations when just seventeen, with his heart set on Other Bridgestone innovations diversification. Realising the potential of 16-17 research and Development Shojiro Ishibashi, founder of Bridgestone. ’s fledgling auto industry, he made the Developing tyres in Europe decision to go into tyre manufacture, and produced the company’s first tyre in 18-21 How do we make tyres? “We have always strived to 1930. A year later he formed the Bridgestone Quality is our global language serve society with products Tyre Company, based in , Fukuoka How do we make tyres? of superior quality.” Prefecture. The company name is an English 22-23 How do we get them to you? translation of Shojiro’s surname (ishi means The right tyre, in the right place, at the right time ‘stone’, and bashi ‘bridge’). Superior Bridgestone service, on your doorstep

Today, Bridgestone has become the world’s 24-25 Environment We are proud our tyres are green largest manufacturer of tyres and rubber Designed to lower your carbon footprint products. We make tyres for almost anything that moves on wheels: from tiny go-karts 26-27 What do we believe in? to huge 4-metre diameter dumper truck The Bridgestone Essence: Serving Society with Superior Quality wheels. The company employs over 140,000 Making a difference in Europe people globally, operates 184 plants in 25 28-29 Bridgestone Motorsport nations and markets products in over 150 MotoGP countries. One in five vehicles around the world uses our tyres, as does the astonishing 30-31 Achievements & Awards new A380 Superjumbo – a plane that can Recent Bridgestone Awards Bridgestone Achievements 2011 carry over 550 passengers and weighs up to 560 tons. Leading edge projects such as this 32-33 the Bridgestone Timeline demonstrate that, after 80 years, we still strive 80 Years of Bridgestone to produce the best products in the world. 34 european Contact List

4 | We are committed to responsible growth.

Despite strong and continued This helps to reduce rolling Bridgestone growth, we still see our success resistance - and thereby lessens as a privilege and a responsibility. vehicle emissions - while offering N°1 So today, more than ever, we use the high-level safety of our Corporation Bridgestone’s market-leading premium tyres. In 1999, the Management goal: position to assist communities on Bridgestone Ecopia B381 tyre was Tyres for everything To become the five continents as they strive for fitted to the Volkswagen Lupo 3L safer transport and greater (that runs on just 3 litres / 100 km), that moves. undisputed world sustainability. We achieve this by followed by the Bridgestone Ecopia N°1 tyre and rubber supplying environmentally-friendly EP100 low resistance tyre for the tyres and products, such as super-efficient Prius. More company in both name adhesive film for solar panels. recently, Ecopia EP150 tyres have In 2012, the Bridgestone Group, and reality. Driving towards a greener future, been specified as original equipment which has its headquarters in our Ecopia tyre combines innovative on the LEAF electric family , generated 32.5 Billion compound technology and hatchback that was voted U.S. dollars of net sales. Tyres optimised tread patterns. ‘European Car of the Year 2011’. accounted for around 80.5% of our sales, extending even further our global reputation for the quality of our tyres. These are designed for vehicles of a vast range of sizes: from giant earthmovers, mining, industrial and construction vehicles, to trucks, agricultural machinery, buses, and . Our tyre division also supplies retread materials, tyre-related products and raw materials, as well as delivering automotive maintenance and repair services. Making up the remaining 16% of turnover, our Diversified Nissan LEAF - Car of The Year 2011 Adhesive film for solar panels Product Division manufactures automobile components, urethane foams, electronic precision parts, industrial materials and construction related products. Additionally, it also 2012 Consolidated Financial Results: produces sports equipment – such as golf balls and clubs – and bicycles. The consolidated Net OVERALL Sales of Bridgestone * have risen from $ 18,747 35% Tyres accounted for around 84% of LEADER million in 2002 to our sales, extending even further 84% our global reputation for the quality Bridgestone is the overall $ 36,872 in 2012. From 2002 to 2012, of our tyres. leader in the tyre and Bridgestone has achieved rubber industry. $ 36,872 Million a 35% growth in sales.

*The percentage was calculated based on the consolidated net sales of Bridgestone in . Figures in dollars are cited solely for the convenience of readers: Japanese yen are converted into U.S. dollars at the rate of ¥ 79 to $ 1 (approximate year-end rate). The consolidated net sales of Bridgestone were of 2,247,769 million Japanese yen in 2002 and 3,039,738 in 2012 showing a 35% growth in sales.

6 | | 7 in production being increased Recent to 5,600 tyres per day. The people Bridgestone Poznan plant, which celebrated 12,500 its 10th anniversary in 2008, is Europe is an important market for specialised in the production of investments us, and because of this we make an in Europe. Ultra High Performance tyres on-going, ever-growing investment and Run-Flat tyres. in our highly skilled teams here.

State-of-the-art European Proving Technical Centre Europe European Proving Ground Ground (EUPG), near Rome In 2004, we opened our European Proving Ground (EUPG). Covering 144 hectares and dominated by a Bridgestone Europe 4 km oval circuit, this € 40 million PRODUCTION EXPANSION facility gives us the most modern IN STARGARD PLANT, year-round testing asset in Europe. General Motors, Mercedes, Nissan, Peugeot, Renault, POLAND ‘The Bridgestone Stargard, Poland Toyota, and VW group. We also supply truck Enlarged Technical In 2009, following a € 200 million Essence’ in Europe. tyres to DAF, Iveco, Mercedes, Renault, Scania and Centre Europe (TCE), investment, our second European Volvo. However, the largest part of our European near Rome truck and bus plant opened in Increased retail capacity Bridgestone Europe is a key subsidiary of the sales comes from the aftermarket, where tyres are Stargard, Poland. In June 2012, Tokyo-based Bridgestone Corporation. Like our sold through a network of distributors and dealers Located close to the EUPG, our Over the last 10 years in Europe, Bridgestone announced an we have added 1,900+ retail parent company, we aspire to offer the very best to end consumers. Marking our commitment to Technical Centre Europe employs increase in production investing to our customers and to society, not only in terms leading edge automotive technology in Europe, we almost 500 engineers, chemists, outlets to our First Stop network approximately € 120 million. and be increasing the number of our products, services and technology, but in are probably best known for supplying racing tyres test drivers and technicians to Expansion will be completed by TM of outlets in the future. all of our corporate activities. Our commitment to for Formula 1 teams, which we did from 1997 develop tyres of outstanding second half of 2014. quality stems not from want of profit, but out of to 2010. Bridgestone has also supplied MotoGP performance and quality for our 12,500 EMPLOYEES a passion for improving the safety and the lives of racing teams since 2002, and has been its European customers. Recently Bandag, people everywhere. We call this ‘The Bridgestone exclusive supplier since 2009. extended, it includes laboratories, IN EUROPE our retread specialist Essence’ – it embodies a shared spirit and impacts on a pilot manufacturing plant, and an Europe is an important market for everything we do in Europe. indoor drum tyre-testing complex. In 2008, we acquired Bandag, us, and because of this we make an Established more than 20 years ago, with the world leader in truck tyre on-going, ever-growing investment headquarters in , Bridgestone Europe retreading. Operating through Citroën DS3 CAPACITY EXPANSION IN in our highly skilled teams here. We employs 12,500 people. We develop and test our POZNAN PLANT, POLAND a global network of 900 franchise have opened European Logistics European products at an R&D facility near Rome, dealers, Bandag supplies these Centres (ELC) at Bor (CZ, ELC East), manufacture them at 9 manufacturing plants in In 2010, Bridgestone announced dealers with retread materials, its Poznan plant would increase (ELC South) and Zeebrugge Belgium, France, Italy, Poland, Hungary and Spain manufacturing equipment, (ELC North). and then distribute over 25 million tyres a year via a its daily production of passenger technical services, training and widely-spread state-of-the-art warehouse network. car tyres for the European market sales support. There are around in 2012. Approximately € 105 150 Bandag dealers in Europe. Our European million were earmarked for the Retreading provides a second investment, which would result or even third life to used tyres success story. at a fraction of the cost of new tyres. It is also a good ecological Sold under the Bridgestone, Firestone, Dayton and solution, using no more than a other names, our net sales in Europe totalled € 3,5 billion third of the energy and resources € 3,5 billion in 2012. We are a major supplier of needed to make a new tyre, as original equipment to leading car manufacturers our sales in Europe totalled well as reducing the number copyright Citroën including BMW, Citroën, Fiat group, Ford group, € 3,5 billion in 2012. of tyres for disposal.

8 | | 9 What products do we sell?

If it has wheels, we have a tyre for it. At Bridgestone Europe we are proud of the large range of tyres that we provide for nearly every imaginable form of transport. These keep private owners, small businesses and large Motorcycles companies on the move, with high-quality products at competitive prices. Car drivers generally do not give their tyres so much thought, but it is a different story when you are on two wheels. Bridgestone Europe has a comprehensive range of motorcycle tyres for safer racing, hyper sport, sport touring, adventure sport and scooters. Car, 4x4 & Van Bridgestone Europe offers a wide range of passenger car, 4x4 and Truck & Bus Off The Road van tyres for sport, touring, winter Over the last four decades, our Whatever your heavy-duty industrial use and for those drivers in search Truck & Bus tyres have gained application, our Off-The-Road tyres of exceptional fuel efficiency. a strong reputation among are designed using the very latest Whatever your driving style, European fleets. They help Bridgestone technology in order Bridgestone has a tyre to suit operators to raise productivity, to produce the most suitable tyres your needs. and drive down costs per for your operations. Our range now kilometre, by optimising includes one of the world’s largest performance over the whole tyre radial tyres: the 4-metre diameter, lifecycle. 5 ton, 59/80R63.

Aircraft In Europe, Bridgestone serves the Agricultural aviation industry with the highest quality aircraft tyres, so our Under the Firestone and customers and ultimately their Bridgestone brand names, we passengers enjoy superior safety supply European farmers with a and reliability. wide range of tyres for farming, light industrial, and forestry equipment.

10 | | 11 Concrete Thank you applications Bridgestone!

Bridgestone Ecopia BRidgestone Low Resistance Potenza RE050 13 tonnes Truck Tyres Run-Flat Tyres (RFT) “No truck tyre beats Bridgestone “My BMW Z4 sportscar was “With loads approaching 13 tonnes, Ecopia with its combination of delivered in August 2009 fitted with sliding is not an option. Here the efficiency, performance and price. Bridgestone Potenza RE050 Firestone Performer 70 is worth We operate 42 tractor-trailer Run-Flat Tyres as original equipment every euro we invest” combinations with vehicles from the factory. Since then I’ve averaging 145,000 km a year, driven 22,000 km in all sorts of mostly on the Autobahn. Our drivers conditions. Your tyres have always are very positive about Ecopia tyres: provided excellent grip and dynamic there’s no handling difference Bridgestone handling, even on Belgian roads that compared to regular Bridgestone tend to collect water in the summer tyres… except of course in the Battlax BT-016 - BT-003 downpours. Luckily I’ve not had a reduction of fuel consumption. Motorcycle Tyres puncture so far, but I know I would The fact that the Ecopia line-up appreciate the continued mobility "I really do notice the difference is also available as retread and they provide, and also the extra with Bridgestone motorcycle tyres. I offers similar mileage and rolling boot space gained when running on use BT-016 on my Yamaha FZ1, and resistance are other major assets.” Potenza RFTs” BT-003 on my R1. Both deliver fun Josef Klausing, Fleet Manager, on the track combined with best Pierre Depireux, Overnight GmbH, Merzen, Germany possible handling on the road. Grip BMW Z4 Owner, Brussels, Belgium is class-leading and I'm thankful that Bridgestone offers products I can rely on!" Firestone Performer 70 Stefano Spoldi, Mechanic, , Italy Agricultural Tyres “The best tractor tyre is always a compromise of many factors: take for example the hills and steep gradients of Germany’s Allgäu Region that make good traction a major tyre safety consideration. With loads approaching 13 tonnes, sliding is not an option. Here the Firestone Performer 70 is worth every euro we invest” Wilhelm Striebel, Agricultural Machinery Owner, Amtzell, Germany

12 | | 13 Technologies / Innovations Other Bridgestone innovations 1. Ethylene Vinyl Acetate Three important Bridgestone tyre innovations (EVA) film for solar modules

Run-Flat Technology, first pioneered by Bridgestone in 1987 on Bridgestone has developed and now produces EVA the Porsche 959, is now being adopted by more and more car (ethylene vinyl acetate) film. This adhesive film is manufacturers. Bridgestone RFT enables you to safely continue 1| Run-Flat Tyres used in the manufacture of solar modules, and your journey at reduced speed to the next service point - up to makes a significant contribution to the spread of a limited distance - even in the event of sudden tyre pressure green energy. loss. RFT tyres also remove the need to carry a spare tyre, thus reducing weight, increasing fuel economy and offering the driver more boot space. In 2009, we took Bridgestone RFT to the next level, with the launch of our new generation Run-Flat tyres, which now offer ride comfort and handling that is indiscernible from conventional tyres. 2. Technologies of tomorrow

CAIS In 2012, Bridgestone won two awards, including the Tyre Technology of the Year award with its Contact 2| Retread Technology Area Information Sensing technology which allows Retreading is a safe and reliable solution that drivers to assess road conditions for a safer journey. involves the removal of remaining tread from used tyres, after which a totally new tread is applied through a vulcanisation process. Retreading not Airfree concept only helps fleets to reduce tyre costs but also makes Bridgestone has developed this Airfree tyre concept which is major environmental contributions in terms of environmentally friendly – use of recyclable material and low rolling more effective utilisation of natural resources and resistance, safe – no worries about getting a puncture and easy to waste reduction. With the acquisition of Bandag, maintain – no need to check air pressure. the leading producer of retread material, we have increased our retreading expertise and now offer a comprehensive package of products and services to Tyre Printing Technology the 150 Bandag retreaders in Europe. Bridgestone has developed a new tyre printing technology able to create printed tyres without sacrificing their essential features or adding any weight. Through a multi-layering technique, Bridgestone will soon be able to offer you stylish and colorful tyres. 3| Ecopia Fuel Efficient Tyres Vehicle fuel efficiency is directly linked to the rolling resistance of the tyres fitted - as deformation of a rotating tyre leads to heat build-up in the rubber compound, and thus to a loss of energy. Here, 3. Advanced golf our NanoPro-TechTM technology represents a breakthrough in tyre ball technology materials. It optimises the distribution of fillers in the compound, thus reducing the friction of the molecules and the associated energy Bridgestone is the leading golf ball manufacturer losses. As an added bonus, it maintains grip well in the wet too. in Japan, and have just launched new versions of Our latest range of Ecopia tyres combine eco-friendly performance the TOUR B330 and B330-S, two with excellent handling and safety characteristics. And, by using products that get a power boost as a result of new less fuel, they also reduce the production of harmful carbon dioxide RD10 resin mantle layers. RD10 leads to an increase emissions that contribute to global warming. in the ball’s material density for higher initial velocity.

14 | | 15 © Per Pettersson Per ©

Technical Centre Europe European Proving Ground Sweden Proving Ground Technical Centre Europe

What is your professional constantly developing more and background? more advanced products. The Research & Development second challenge is that I always I studied Mechanical Engineering have several projects ongoing at Rome University, specialising Developing tyres in Europe. at the same time, within a short in Mechanical Construction. development schedule, so time The European market is at the forefront of the world automobile industry. All the major global players are Having always been interested management and prioritising are present, with the advanced German auto industry leading the way. It is also a very challenging place for tyre in the , after key considerations on a daily basis. manufacturers, and a region in which we have invested heavily in terms of research and development capacity. graduation I applied for a position at Bridgestone. I’ve been here for Technical Centre Europe European Proving Ground Sweden Proving Ground three years now. What does your job entail? (TCE), engineering new (EUPG), testing the tyres of (SPG), testing our winter My main responsibility consists tyres and processes tomorrow tyres in Arctic conditions Why were you interested in of analysing the test results of working for Bridgestone? Located close to the EUPG, this is Tyres for passenger cars, Located just 97 km south of the our prototype tyres versus our where almost 500 Bridgestone commercial vans, trucks, buses, Arctic Circle, this is where – from I’d always been interested in the competitors’ products. The aim is to engineers, chemists, technicians and agricultural vehicles and some November to March – our tyres are design of mechanical components, ascertain how various constructional characteristics impact on the support personnel develop tyres for motorcycles are all developed tested to their limits on different particularly from a technology and performance of the tyres, which all kinds of road vehicle. Additionally, and tested at our state-of-the-art snow and ice courses. The SPG design process standpoint. So when enables us to find the best technical our experts design processes and European Proving Ground (EUPG) offers snow and ice handling it came to a career, I knew that I’d solution. Besides the design process equipment here for Bridgestone near Rome. The EUPG features a tracks, space for objective tests, only find real scope to develop this Emanuela Paciulli interest in a large, high technology, I have to prepare testing plans and manufacturing plants in Europe. 4 km oval track with high-speed garage and office facilities. If there Winter Tyre Development Engineer, at our dynamic and international company. organise logistics, which involve This is in order to ensure Quality, banked curves; a 9-hectare ‘black is insufficient snow, snow cannons Bridgestone Technical Centre in Rome. Bridgestone ‘fitted the bill’ precisely, me talking to many people in Environment, Health & Safety and lake’ facility; a 4-km dry handling are used for track preparation. being recognised world-wide as various TCE and Bridgestone Europe Energy management systems meet circuit; 11 x 400 m long noise and a leader in the tyre industry and departments. I like this job because, ISO-9001, ISO/TS16949, comfort tracks, and a noise pass-by as an engineer, I can see how my Emanuela, what is your current as a key player in motorsport ISO-14001, OHSAS-18001 and evaluation site. Straight and input and efforts affect the finished role at Bridgestone? competitions. ISO-50001 requirements. Covering cornering hydroplaning test beds, product. 32 hectares, development facilities a skid pad featuring five different I am a Tyre Development Designer Is it a challenging work? include: chemical, physical and friction coefficient circles, and a in the Passenger Tyre Development What do you value most about Yes, it definitely is for two main technical laboratories for analysis 1.8 km wet handling track are also (PTD) winter department. I support Bridgestone? reasons: of tyre materials, compounds and available. Additionally, EUPG is the winter team, mainly in a The first challenge involves the I am proud to share the Bridgestone new product development role. components; 3-D computer-aided home to our European Education development of products that Mission, and to create ‘added value’ Additionally, during 2011, I’ve also design for developing tyres and Centre, where leading-edge not only meet Bridgestone’s products that impact on society been focusing on spec optimisation. curing moulds; a pilot plant for technology is shared with staff, own high performance criteria, in general and people’s lives in the manufacture of prototype dealers, journalists and customers. but also outperform our particular. It’s all about having experimental tyres, and an indoor competitors’ offerings. The bar a passion for safety, and making drum tyre-testing complex. is raised every year, so we are products of the very highest quality.

16 | | 17 Quality is our global language. Globally, Bridgestone operates 75 tyre To ensure we achieve the highest quality production facilities across 22 countries. We standards, we encourage synergies and locate factories close to our customers so intercommunication between plants making that we can manufacture and speedily deliver similar products around the world. We foster products to the exact quality and performance this interchange on both human and technical standards they demand. We have also taken levels, and help our personnel develop the advantage of our global network to construct necessary skills to support a global enterprise. a worldwide distribution organisation. By doing so we promote the standardisation This optimises the supply of products with and KAIZEN programmes that will continue particular high demand, such as high- to improve our manufacturing methods and performance passenger car tyres. production processes.

Bridgestone tyre plants in Europe

To meet growing demand, we have strategically have a fully-automated plant in Hungary. Additionally, invested in European manufacturing. This has resulted a recently opened state-of-the-art € 200 million in increased output capacity at our advanced Poznan production facility at Stargard (Szczecin), Poland, (Poland) plant and the Bilbao (Spain) truck & bus tyre produces high-quality truck and bus radial tyres. facility. To further increase production of high-performance and large-rim sized tyres, we now

Plant Country Speciality Tatabánya Hungary Passenger Stargard (Poland) Poland Truck and Bus Poznan (Poland) Poland Passenger Bilbao (Spain) Spain Truck and Bus Burgos (Spain) Spain Passenger Puente San Miguel Spain Agricultural Béthune France Passenger Bari Italy Passenger

HOW DO WE Lanklaar Belgium Retread materials

Lloyds Certification in all areas of the manufacturing process - including safety, product quality, productivity and costs. MAKE TYRES? All our European plants and Bridgestone Europe HQ Additionally, our strict environmental policy focuses are certified by Lloyds to ISO/TS-16949 quality on the reduction of waste materials and energy standards. These modern facilities are fully committed consumption, combined with the increased recycling to the ‘Kaizen’ philosophy of continuous improvement and reuse of materials. 1. Mix raw materials 2. Extrude the tread 3. Weave the plies Various grades of natural and Heat is applied to the rubber to Spinning cords such as rayon, nylon, synthetic rubber are mixed with make it more elastic before it is steel and polyester undergo a carbon black, sulphur and other extruded into different profiles process called ‘calendering’, where chemicals to meet compound for tread and sidewalls. they are woven into sheets and requirements. The resulting coated with rubber on both sides. ‘master batch’ is formed into Once finished, the sheets are then rubber sheets and cooled. cut to size.

4. Prepare the bead core 5. Build the tyre How do we The bead core is formed by aligning and Beginning with the woven sheets or ‘plies’, the inner liner, then coating plated steel wires with rubber. body plies and sidewalls are placed on the building drum. Afterwards, it is wound a certain number of Bead rings are then attached, the ply edges are wrapped make tyres? times onto a coil to form bead rings, which around the bead core, and the sidewalls are created. The tyre To ensure world-leading provide a fixed diameter and strength for is then shaped by inflating the rubber and applying sidetread the tyre. rubber, two steel belts and a cap ply to achieve a ‘green’ tyre. Bridgestone quality, each tyre undergoes a complex manufacturing process.

6. Vulcanise 8. Final inspection In the case of passenger car tyres, the 7. Trim ‘green’ tyre is vulcanised in a hot press Each tyre is visually and Excess rubber from the for 10-15 minutes at a specific pressure electronically inspected for vulcanisation process is and temperature. At this stage the tyre balance, quality and uniformity. removed, and the tyre is receives its final shape and tread pattern. trimmed to size.

20 | | 21 How do we get them to you?

The right tyre, in the right place, at the right time. With an absolute focus on optimisation, we constantly work to improve all aspects of our supply chain logistics: from product planning to raw material and equipment procurement, production and distribution. Moreover, the enlargement of the European Union, together with demands for ever-lower stock levels and faster delivery, encouraged us to streamline our European logistics operation. In order to improve product availability, we have replaced our traditional system of national warehousing and transport with Bridgestone’s total European inventory, under central ownership. Furthermore, our three new European logistics centres - in Belgium, the Czech Republic and Spain - serve a network of regional distribution centres that are all close to their markets. Our tyres are available through all professional tyre retailers.

Superior Bridgestone service, on your doorstep. First Stop – your First choice for tyre services. A network of about 900 Agri Point outlets provides our Over the last forty years we have built an impressive business in Europe. We are now a major supplier of original First Stop is a pan-European network of tyre service customers with 24-hour in-the-field service, assuring equipment to car manufacturers; the leading supplier of Run-Flat tyres in Europe; one of the top in the providers with 18 years’ professional experience. the strong position of Firestone tyres in such a complex motorcycle radial tyre market; number 2 in the truck & bus replacement market; number 2 in off-road tyres; At present, we have 2,000 service centres in and diversified market as the agricultural one. and a leading supplier in the agricultural tyre market. To maintain this position, we believe in staying close to 25 countries across Europe. This impressive growth the customer, both geographically and in terms of understanding their requirements. We achieve this through has always been led by one ambition: to offer our our award-winning network of Bridgestone specialists. customers the best service, products and advice on tyres and vehicles. So, when it comes to tyres, First Stop should be your first choice.

This exclusive and free-to-use club gives its members special offers and unique benefits, plus advice from Bridgestone’s truck and bus tyre business is supported some of the top experts in their field. Members by the Truck Point network of independent truck-tyre receive behind-the-scenes insights into MotoGP and dealers. For our national and trans-national fleet in-depth interviews with some of the top riders. customers, more than 2,400 centres in 29 European A panel of VIP motorcycling members (including countries provide vital support and high quality journalists and professionals) blogs and posts reviews European Logistic Centre services, including Service Europe, the pan-European on the best new bikes and products, while sharing Zeebrugge, Belgium 24/7 breakdown assistance facility. their own biking stories.

22 | | 23 Lifecycle Stage 1: Lifecycle Stage 2: offering the high-level safety of our 10% impact of tyre raw 3% impact of tyre premium tyres. materials production Investing in innovation: Greater eco-friendliness at this Improvements in Bridgestone’s While our European Technical stage depends on the choice manufacturing processes are Centre develops new low rolling Environment of ingredients and the degree continuously reducing the resistance compounds, new tyre of environmental awareness environmental load at the factory designs are assessed in terms throughout the supply chain. stage. of their environmental impact We are proud throughout the entire life cycle of Optimising the supply chain: Saving energy: the product. our tyres are green. Bridgestone Corporation has We used approximately 8.7 GJ of in-house supply capabilities for part energy to manufacture a ton of Helping drivers save fuel: Europe is one of the most eco-conscious, of our natural rubber, synthetic tyres in 2011, compared to 17 GJ We show people how simple complex and technically advanced rubber, carbon black and steel cord in 1990. measures, such as keeping tyres markets in the world. The forthcoming requirements. properly inflated and adopting an Reducing water usage: introduction of tyre labelling, to be economical driving style, enable Environmental audits: Globally, in 2010, we used half of completed in 2012, will flag up some of them to save on fuel. Such measures All our suppliers are carefully the water to produce a ton of tyres, the main characteristics of competing also contribute to greater road safety vetted to ensure they share our compared to the amount consumed products. Bridgestone is preparing for and help protect the environment. environmental beliefs. this and it will enable customers in in 2003. A very low figure for this type of manufacturing process. the EU to make informed purchasing Lifecycle Stage 4: decisions. In addition, we continue Recycling waste: 3% impact of end-of-life to look for new ways of upgrading Manufacturing processes generate tyres the performance of all our tyres. For various types of waste and we instance, our ECOPIA range for trucks strive to put such materials to The responsible involvement of and buses combines extreme fuel good use. In 2011, Bridgestone consumers, dealers, manufacturers, efficiency with an outstanding safety Europe had reached a level of waste transporters and recyclers record. We will also strive to fine-tune 77% of industrial waste sent for is crucial at this stage and helps to promote new uses for old tyres. our products and our processes on recycling or used to generate heat. an ongoing basis to consolidate our Limiting Volatile Organic position among the best in our industry. Chemicals (VOC) emissions: We have invested in technologies that enable us to cut back on the use of these solvents.

LIFECYCLE STAGE 3: Reclaimed materials: IMPACT OF TYRE USE (84%) Wherever possible, we incorporate reclaimed or recycled materials Bridgestone has developed special in our processes. Other relevant technologies to minimise the Designed to lower your recycled ingredients include rubber environmental impact of tyre reclaim, a material generated from use without sacrificing safety carbon footprint. waste rubber products. performance.

All tyres produced by Bridgestone Europe Cutting our rubber Ecopia tyres: Retread tyres: are manufactured at plants that operate consumption by 50%: These take motorists one step Producing a retread tyre involves annual environmental audit programmes, Over the next decade new closer to ‘ecological utopia’. up to two-thirds less raw and are certified to the ISO 14001 standard. compounds that require less Ecopia tyres combine advanced materials compared to a new tyre. Additionally, at Bridgestone we strive natural or synthetic rubber, but still features such as innovative Retreading also produces less CO2 to reduce environmental impact throughout offer excellent quality and handling compound technology and emissions and has a positive impact the tyre’s life. characteristics, will be introduced optimised tread patterns to help on the reduction of scrapped tyres by Bridgestone. reduce vehicle emissions, while by maximising the total tyre life. Harvesting of natural rubber The above mentioned figures refer to the ETRMA tyre lifecycle assessment of a passenger car tyre. These are calculated in terms of “total environmental impact” using the Eco- indicator 99 methodology which analyses and weighs all potential environmental damages (e.g. ozone layer depletion, ecotoxicity, acidification, eutrophication, land-use and others including - but not limited to - climate change). The full text of the European tyre LCA study is available upon request by contacting: [email protected]. 24 | Other studies focus on the global warming potential of a product and provide results in terms of CO2. For example, the Japan Rubber Manufacturers Association study states that the CO2 emissions repartition during a passenger tyre life cycle is: Raw Materials 4,1%, Production and Logistics 1,7%, Product Use 87%, End of Life 7,2%. What do we Making a difference in Europe. As a company with a European and worldwide presence, we have many opportunities to interact with local believe in? communities around the globe: SERVING SOCIETY WITH SUPERIOR QUALITY. The Bridgestone Essence. Pan-European tyre - Sustainable Mobility Week: safety campaigns Bike Route to promote the To mark our 80th anniversary, we took the opportunity to sustainable urban mobility and to In 2011, Bridgestone renewed its make people aware of the CO2 modernise our logo, introduce a new brand statement and commitment to European Road problem culture, Car Free Day develop a revised corporate philosophy called ‘The Bridgestone Safety and carried out 46,000 contributing to promote sustainable Essence’. The Bridgestone Essence builds on the company complimentary checks on car tyres ways of transport. in 11 European countries. The results mission defined by our founder, Shojiro Ishibashi, as ‘serving - Writing and photography showed that 63% of motorists were society with superior quality’. It is based on four foundations: contests in the context of driving on under-inflated tyres. Bridgestone’s campaign to save Bridgestone calculates that this habit water and energy. is leading to the equivalent of 3,1 Seijitsu-Kyocho billion litres of wasted fuel worth € Think Before You Drive 1 Integrity and Teamwork 5 billion a year. For the environment This is about adhering to principles of good this means 7,4 million tons of action - Safe Children faith in the way we treat others. It means additional and unnecessary CO2 on the roads respecting diversity of education, skills, race emissions annually – the equivalent Since 2008 Bridgestone Poznan billion a year and gender so that teams work together € 3 ,1 of 2.7 g/km for every car on the road. employees have held functions successfully in a spirit of cooperation. promoting the safety of children Bridgestone calculates that this Community activities on roads. During four events, habit is leading to the equivalent of in Spain approximately 12,000 children and 3,1 billion litres of wasted fuel worth more than 1000 teachers have been Shinshu-Dokuso Our factory in Burgos has set up € 3,1 billion a year. taught about the importance of Creative Pioneering a particularly comprehensive 2 fastening seat belts and using child Creative pioneering means envisioning this programme. This involves seats. Police officers and medical extensive in-house initiatives future and creating innovative products that professionals helped strengthen the as well as various high-profile respond to customer needs and help in the message of safe behaviour on the community activities, including: development of society. road. - Tree Planting Practices: our contribution to the biodiversity Bridgestone Europe Genbutsu-Genba protection reducing in a significant recognised as 3 Decision-Making Based way the loss of forest areas in the on Verified, On-Site Observations world. a ‘Top Employer’ - Earth Week: In 2010, the CRF Institute, an By taking the time to go on-site and verify the Burgos Plant celebrates Earth Day independent research organisation facts, we can use true observations to make with education activities for children that specialises in labour conditions, informed decisions that will produce better based on 3R culture and contributes has certified Bridgestone Europe’s solutions. to a recycling-oriented society and Brussels HQ a ‘top employer’ education for the next generations. in its Top Employers Belgium - Environment Month: 2010 ranking. According to CRF, Jukuryo-Danko The Environment Month is based Bridgestone’s most outstanding 4 Decisive Action on the idea of opening doors to employer attributes are its internal after Thorough Planning Burgos society and considering our promotion policy and the training This is about investigating all possible options, commitment to environment at an it provides. On the 5-star ranking giving careful thought to the chosen course of industrial and social level. This is our method applied, Bridgestone Europe contribution to a more sustainable scored the maximum 5 stars for action, and then moving forward with urgency. world for the benefit of future ‘internal promotion opportunities’ In short, bold action after deep thought. generations. and ‘training and development’.

26 | | 27 MotoGP Working with the world’s best riders, teams and race engineers, the MotoGP series provides Bridgestone with a unique testing ground. It also supplies us with an enormous amount of data and feedback, gained under extreme race conditions.

We first entered MotoGP in 2002, mounted the as champion. The season was also a major success podium in the second season and took the chequered for Bridgestone in its fourth year as Official Tyre flag twice with Honda in 2004. We then went on to Supplier to MotoGP™, receiving widespread acclaim win our first world championship with Ducati and for its 2012 specification tyres, while also reaching Casey Stoner in 2007. After a second consecutive the milestone of 100 MotoGP™ victories at the San championship with Fiat Yamaha rider , Marino and Rimini Grand Prix in September. we began a contract as sole tyre supplier to MotoGP in 2009 – the first tyre manufacturer ever to do so in motorcycle racing’s premier class. On the right page : The 2012 MotoGP™ World Championship was one of From left to right: Valentino Rossi, Jorge Lorenzo, Casey the most exciting and closely-contested campaigns Stoner at the French Grand Prix 2012 in recent years in which Jorge Lorenzo emerged Valentino Rossi in the pits at the Grand Prix of Qatar 2011 Gran Premi de Catalunya 2011

The technical expertise gained at each race weekend is fed directly into the design and production of road-going motorcycle tyres, allowing consumers to benefit directly from our MotoGP successes. The latest Bridgestone Battlax road tyres profit from a new approach to racetrack-to-road technology transfer. For instance, these new tyres include a high-performance compound incorporating road-going Silica Rich EX and RC Polymers. These greatly enhance wet grip without sacrificing dry-weather performance, and improve warm-up speed. They also incorporate Bridgestone’s HTSPC and MS Belt construction technologies to aid bump absorption and high-speed stability. These technologies were all first tested and then developed in MotoGP racing conditions.

28 | | 29 Recent Bridgestone Awards.

2012 Achievements Daimler award On 15 March 2012 Bridgestone was presented & Awards with Daimler’s ‘Special Supplier Reward’. This recognised Bridgestone’s continued and exemplary service to Daimler, despite significant problems cause by the 2011 Japanese earthquake. CAIS wins ‘Tyre Technology of the Year’ Award On February 15th at the Tyre Technology International Awards for Innovation and Excellence in Cologne, Bridgestone’s new CAIS (Contact Area Information Sensing) system took first prize in the ‘Tyre Technology of the Year’ category.

CIAS also wins press Award in Spain Copyright of BMW AG In April, CAIS won another top industry award. 2011 Spain’s leading economic and financial magazine, General Motors (GM) Supplier of the Year Bridgestone Achievements 2012. Actualidad Económica, selected the technology Award for performance in providing GM with as one of the ‘100 Best Ideas of the Year’ in the parts and services. This was the thirteenth automotive category. time Bridgestone has won the award. Aston Martin V8 Vantage S ongoing collaboration Aston Martin has selected Bridgestone as the official with BMW tyre partner for the new driver-focused V8 Vantage S. Bridgestone and BMW have worked closely together 2010 Ultra high-performance Potenza RE050A 19-inch tyres for many years, especially in the development of Run- PACCAR 50PPM Quality Achievement Award Supplier of the Year from the Boeing equip the coupé and roadster versions of the 430 Flat Tyres (RFTs). In 1999, we were named sole supplier as tyre supplier. This was the first time that Company. One of only fourteen companies horsepower sports car. of RFTs for BMW’s V8-powered Z8. This exclusive high- Bridgestone had received this prestigious award honoured for exceptional commitment to performance roadster was fitted with Potenza RE040 RFTs for world-class quality performance demanded excellence, this was the first time that Bridgestone NEW PARTNERSHIP WITH VOLVO – and starred alongside James Bond 007 in the film ‘The by DAF’s parent company, PACCAR Inc. received the title. Bridgestone Europe has started its first partnership World Is Not Enough’. Today we equip many BMW models with Volvo Car Corporation supplying original with RFTs including the Volvo Premium Supplier Award for leading equipment tyres. In May 2012, Bridgestone delivered 3 Series, Z4 and 5 Series. Also, from 2011, the new performance across a broad range of criteria. Turanza T001 tyres in 16-inch size for the new Volvo 1 Series performance compact was fitted with our latest Bridgestone was the first tyre manufacturer V40 5-door hatchback as well as Dueler tyres for the generation RFTs that offer comfort and handling levels to receive the Volvo Premium Supplier Award. Volvo XC60 Crossover SUV. comparable to our conventional tyres.

30 | | 31 The more than Bridgestone Years Timeline of80 Bridgestone.

Retreading technology for a greener world Bridgestone acquires Bandag Inc., The world’s largest tyre producer a tyre retreader based in the In 2001, Bridgestone’s leading United States. This strengthens Radial tyres and overseas Settling in Europe 80 years of Bridgestone, reputation in Run-Flat Technology the company’s foundation for Technological innovation and growth ‘Your Journey, Our Passion’ In 1990, Bridgestone sets up grows with the launch of the developing a global, high-quality mass production The Super Filler Radial tyre is Bridgestone/Firestone Europe Bridgestone Potenza RE040 RFT. tyre solutions business. On March 1st, Bridgestone celebrates In 1951 Bridgestone becomes launched in 1978 and, in 1979, S.A. (BFE) to manage its This is chosen by BMW for their new its 80th anniversary with a new global First fully automated tyre plant the first Japanese company to sell Bridgestone introduces the European operations. Z8 sports car, and by for the brand philosophy, logo and tagline: rayon cord tyres, and shortly after high-performance POTENZA BFE plays a coordination and SC430. The same year the world’s Bridgestone opens a revolutionary “Your Journey, Our Passion”. It also this a new Bridgestone Building radial tyre. It is a period of active centralisation role until 1994, largest off-the-road radial, the € 190 million fully-automated confirms a new three-year tyre supply was opened in Kyobashi, Tokyo. expansion and production when it becomes the European 59/80R63 V-Steel E-LUG S, is launched tyre plant in Tatabánya, Hungary, contract for the MotoGP World This now houses the Bridgestone start-up overseas in Taiwan, Iran, headquarters of Bridgestone and Airbus announces its decision to Europe’s first fully-automated tyre Championship, motorcycling racing’s Museum. Indonesia and Australia. Europe NV/SA (BSEU). fit Bridgestone tyres to all its aircraft. manufacturing plant. premier category.

1951 1979 1990 2001 2007 - 2008 2011 1931 1988 1997 2004 2010 2012 Bridgestone Tyre Co. established, our Acquisition of Firestone Tyre & Bridgestone enters the F1TM era Testing the tyres of the future Fuel efficient tyres, end of Formula OneTM era Audi FIS ski world cup sponsorship first tyre produced Rubber Company Bridgestone starts supplying Bridgestone ships its millionth RFT The Bridgestone Ecopia EP150 tyre, Bridgestone Europe enters its The Nihontabi Tyre Division produces the tyres for F1TM races in 1997, and tyre and opens a 144-hectare, incorporating Bridgestone’s Nano Pro-Tech™ second season sponsoring the very first Bridgestone tyre on April 9, 1930. in 1998 scores its first victory state-of-the-art European Proving compound, is launched, bringing fuel Audi FIS ski world cup sponsorship with McLaren-Mercedes at the Ground (EUPG) near Rome, Italy. Approximately one year later, the founder, efficiency and lower emissions to compacts showing a clear connection In May 1988, Bridgestone Australian GP, also conquering Shojiro Ishibashi, establishes the Bridgestone and mid-sized cars. In 2010, the partnership between the requirements of acquired The Firestone & both Driver’s and Constructor’s TM Tyre Co. Ltd. in Kurume, . with Formula 1 racing ends after 14 years of this high-performance sport and Rubber Company, America’s titles the same year. The company name is an English translation outstanding motorsport achievements. Bridgestone winter tyres: control, second largest tyre producer at of Shojiro’s surname (ishi means ‘stone’, and balance, safety and grip. that time. bashi ‘bridge’). In 1986, Porsche adopts Bridgestone Potenza RE71 RFT ultra-high performance tyres as factory equipment on its limited edition 959 sports car, the world’s fastest production car of its day.

1996 Bridgestone Private Test

32 | | 33 European Contact List

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Sint-Stevens-Woluwe Bridgestone Europe NV/SA Kleine Kloosterstraat 10 1932 (Zaventem) Belgium +32 (0)2 714 67 00 +32 (0)2 714 67 89 Bridgestone Ireland LTD Unit 10 Fingal Bay Business Park Balbriggan Ireland +353 1 8410000 +353 1 8415245

Bridgestone Austria GmbH Centro Direzionale Colleoni Palazzo Taurus Agrate Brianza Eastern Europe Region Headquarter Laxenburger Straße 252 1230 Austria +43 1 614 13 0 +43 1 614 13 100 Bridgestone Italia S.P.A. Scala 2 Viale Colleoni 3 20041 (Milano) Italy +39 39 656 011 +39 39 689 9637

Bridgestone BeNELux NV/SA Leuvensesteenweg 526 1930 Zaventem Belgium +32 (0)2 719 06 78 +32 (0)2 719 06 60 Bridgestone Baltics SIA Dzelzavas 117-303 LV-1021 Riga Latvia +371 6716 2028 +371 6716 2024

102, Bulgaria blvd Bridgestone Bulgaria Bellissimo Business Center, Showroom 3 1618 Sofia Bulgaria +359 2 854 81 48 Gjerde & Byrhing A/S Jerikoveien 22 1067 Norway +47 23 14 36 00 +47 23 14 36 01

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Bridgestone CR, s.r.o. Klimentská 46 110 02 Praha Czech Republic +420 226 220 330 +420 226 220 329 Bridgestone Portugal L.DA Urbanização do Passil - Lote 96 A, Passil 2890 118 Alcochete Portugal +351 21 230 73 50 +351 21 230 73 91

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Bridgestone Finland OY Korpivaarantie 1 1451 Vantaa Finland +358 207 936 299 +358 207 936 295 Bridgestone Slovakia s.r.o. Laurinská 3 811 01 Bratislava Slovakia +421 220 633 218 +421 220 633 219

Parc d’activités du Moulin de Massy S. Sebastiàn de los Reyes Bridgestone France S.A.S. 23 rue du Saule Trapu 91882 Massy France +33 (0)1 69 19 27 00 +33 (0)1 69 19 27 01 Bridgestone Hispania S.A. C/ Isla Graciosa, 3 1ª 28703 (Madrid) Spain +34 91 623 30 17 +34 91 623 30 44

Bridgestone Deutschland GMBH Justus-von-Liebig-Straße 1 61352 Bad Homburg Germany +49 (0)6172 408 01 +49 (0)6172 408 490 Bridgestone Sweden AB Gärdevägen 5A S-850 09 Sundsvall Sweden +46 (0)60 14 06 00 +46 (0)60 56 61 21

ELASTRAK 15, Thivaidos Street, N. Kifissia 14564 Greece +30 210 819 69 20 +30 210 807 78 18 Bridgestone Schweiz AG Limmatpark, Pfadackerstrasse 6 CH-8957 Spreitenbach Switzerland + 49 (0)6172 408 01 +49 (0)6172 408 490

Warwick Bridgestone Magyarország Kft. Capital Square Irodaház Váci út 76 1133 Hungary +36 1 430 2780 +36 1 387 9311 Bridgestone UK LTD Athena Drive Tachbrook Park CV34 6UX (Leamington Spa) United Kingdom +44 (0)1926 48 85 00 +44 (0)1926 48 86 00 BRIDGESTONE EUROPE NV/SA March 2013 Kleine Kloosterstraat 10 - 1932 Zaventem www.bridgestone.eu