BRIDGESTONE CORPORATION Passion to Turn the World
Marking the 60th anniversary of our motorsports activities, Bridgestone is reaffirming its passion for motorsports and is determined to evolve these activities placing sustainability at the core. Bridgestone has developed a message 'Passion to Turn the World' to illustrate Bridgestone's passion to race, win, embrace the ultimate challenge, and accelerate innovation. The message also represents the passion to support a sustainable mobility society together with its partners through motorsports.
Reinforce sustainable global motorsports: 'Mobile Laboratory'
Bridgestone is reinforcing its motorsport initiatives, returning to its origin as a tire manufacturer and restarting its journey for global motorsports. Through the 6o years of Bridgestone motorsport heritage, the company has refined through such challenge for excellence - our 'Passion for Excellence' to pursue excellence in every moment, our tire development expertise, monozukuri (R&D and manufacturing) power, brand power, and talent. The focus in these areas makes up the foundation of Bridgestone's premium tire business to this day. Using racing as a 'mobile laboratory', Bridgestone will refine technology in extreme conditions, evolving and connecting this innovation to the development of replacement tires for the future under the concept 'From Circuit to Street'.
'ENLITEN': Bridgestone's new premium in EV era - base technology for product design.
The focal point to evolve Bridgestone motorsports will be ENLITEN - our base technology for product design and our 'new premium in the EV era'. ENLITEN realizes 'ultimate customization' to not only meet customer needs for tires, but also to sharpen the edge in performance by customer and by vehicle type to inspire them and provide new value. By repeating the customization of motorsports tires to race conditions and enabling cars and drivers to maximize their performance, Bridgestone will realize the evolution of ENLITEN technology more quickly. Moreover, the company will transfer the technology to replacement tires, thereby expanding value creation.
Evolve sustainable premium brand
By demonstrating its challenge and pursuit of excellence, as well as its passion to race in motorsports, Bridgestone is looking ahead to build a 'sustainable premium' brand. These efforts are designed to position Bridgestone as a brand that continues to empower each and all to achieve their best, which is essential to the future of mobility.
Accelerate Sustainability throughout the value chain
Bridgestone will seek to accelerate sustainability throughout the value chain where it 'produces', 'uses' and 'renews' tires to raw material. Bridgestone has targets to enhance and diversify renewable resources in its motorsports tires by aiming for 65% or more in ratio of recycled and renewable material. The company also aims to accelerate its initiatives toward carbon neutrality and a circular economy by pursuing the use of 100% renewable energy in its motorsports tire production plants, taking on the challenge of realizing carbon neutral transportation, and striving to realize chemical recycling.
2023 sustainable global motorsports
Bridgestone World Solar Challenge:
The company supports the Bridgestone World Solar Challenge (BWSC), a world-leading solar car race held in
FIA ecoRally Cup: 6 races in 6 countries in EU region
Bridgestone became an official partner and sponsor of the Bridgestone FIA ecoRally Cup2 , an international competition for road production vehicles with an electric drivetrain organized by FIA. The number and venues of this event will be expanded in 2024 onwards, and Bridgestone will continues to support it with ENLITEN to promote the EV shift.
In addition to these, Bridgestone announced on
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Bridgestone is a global leader in tires and rubber building on its expertise to provide solutions for safe and sustainable mobility. Headquartered in
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Tel: +81 3-6836-3333
Fax: +81 3-6836-3184
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