Bridgestone
ABM Account Playbook
Prepared For STAR Trade Shows & Events | Date January 2026 |
Table of Contents
1.0 Introduction
This document is STAR’s single source of truth for engaging Bridgestone. It consolidates verified signals from corporate, investor relations, sustainability, official press, and a current paid search snapshot into a practical plan for meetings, pilots, and scalable programs.
Objectives
- Secure qualified meetings with decision makers across Bridgestone East and West leadership.
- Create at least USD 500K in year one pipeline tied to fleet solutions and premium tire launches.
- Position STAR as the build/logistics partner for complex demos and mobile labs.
- Produce referenceable activations that support premiumization and solutions-led growth.
2.0 Account Overview
2.1 Basics & Financials
Bridgestone is a global tire leader expanding into retail, service, and data-enabled fleet programs. HQ in Tokyo. E8 Commitment frames the shift toward a sustainable solutions company.
- FY2024 Revenue: JPY 4.43T (+3% YoY).
- Adj. Operating Margin: 10.9% (down 0.2 pts).
- FY2025 Guidance: Op Cash Flow JPY 520.0B; EPS JPY 385.24.
- Intent: Webfleet/AI showcased at IAA; Fleet solutions at CES.
2.3 Regional Segments
| Region | Revenue Base | Focus |
|---|---|---|
| Americas | JPY 2,180B. | Replacement/OE tires, fleet & retail solutions. |
| Japan | JPY 1,226B. | Domestic tire business, solutions, exports. |
| EMEA | JPY 836B. | Commercial fleets, mobility (Webfleet). |
| Asia Pacific | JPY 530B. | Growth markets, premium tire expansion. |
2.4 Key Operating Subsidiaries (Prospecting View)
Beyond the regional HQs, these specific entities often appear in prospecting databases (Crunchbase/ZoomInfo) and represent distinct entry points for industrial or localized campaigns.
🇺🇸 Bridgestone Americas Regional HQ / Parent • Nashville, TN | 55,000+ |
The primary revenue engine. Controls 50+ production facilities and the massive retail network (Firestone Complete Auto Care).
Key Leader Scott Damon (Group President/CEO) | Financial Scale Est. $15B+ (Americas segment) |
🇺🇸 Bridgestone HosePower Industrial / Service • Orange Park, FL | 500+ |
Largest mobile hose repair fleet in the US. Critical for 'Diversified Products' strategy. Targets mining, construction, and oil/gas.
Key Leader Tom Henry (CEO) | Financial Scale Est. $287M (Fiscal 2024) |
🇩🇪 REIFF Reifen und Autotechnik Retail / Acquisition • Reutlingen, Germany | 500+ |
Critical German retail footprint acquired in 2020. Includes 42 retail stores and a tire retreading plant (focus on sustainability).
Key Leader Managed via Bridgestone EMEA | Financial Scale N/A (Consolidated into EMEA) |
3.0 Strategic Initiatives
- Premium Tire Business: Focus on passenger, truck/bus, and specialty categories.
- Solutions Expansion: Growth in retail/service, tire-centric solutions.
- Sustainability: E8 Commitment guiding decisions.
- Digital Transformation: CDXO leadership and data-led fleet offerings.
3.2 Technology & Implications
| Area | Usage / Implication |
|---|---|
| ERP/CRM | Not publicly confirmed. |
| Reporting | Anchor to STAR stack; map to Bridgestone later. |
| Implication | Use Tracked UTM and QR-gated assets. |
4.0 Market, Personas, Competition
4.2 Key Personas
| Role | Care Abouts | Needs |
|---|---|---|
| Fleet Manager | TCO, uptime, safety. | Data-led proof. |
| Retail Leader | Sell-through, inventory. | Enablement toolkits. |
| Mobility Lead | Data capture completeness. | Performance uplift. |
4.3 Competitive Context & PPC Lens
| Domain | Keywords | Monthly Clicks | Budget |
|---|---|---|---|
| firestonecompleteautocare.com | 7.45k | 326k | $560k |
| tiresplus.com | 1.91k | 180k | $464k |
| Domain | Traffic Share | Monthly Clicks | Budget |
|---|---|---|---|
| tirerack.com | ≈68% | 1.33M | $1.62M |
| discounttire.com | ≈19% | 952k | $1.35M |
STAR Action
Focus ABM on enterprise fleet and dealer decision-makers; coordinate with Performance Marketing for remarketing on high-overlap terms; keep manufacturer rivals (e.g., Michelin, Goodyear) in a separate manufacturing competitors subsection.
5.0 Brand & Marketing
Corporate: Premium tires and solutions supporting mobility with safety, innovation, and sustainability.
Marketing Mix
- Digital: Fleet stories, AI/telematics.
- Trade Shows: CES, IAA, TMC, SEMA.
- Content: Fleet ROI, certifications.
- Traditional: Motorsport sponsorships.
6.0 Opportunities for STAR
Format: Mobile demo pairing tire performance w/ service workflows.
Metrics: $250k-$450k val. Demo-to-pilot, downtime reduction.
Format: Executive workshop on telematics insights & AI.
Metrics: $200k-$400k val. Trials initiated, data capture.
Format: Traveling exhibit highlighting recycled/renewable progress.
Metrics: $150k-$300k val. Media pickups, partner co-marketing.
Format: Hands-on demo of inventory/sell-through tools.
Metrics: $125k-$250k val. Dealer sign-ups, inventory turn pilots.
Format: Exhibit build carrying lunar story into B2G/B2B.
Metrics: $150k-$300k val. Strategic meetings, partner MOUs.
7.0 Responsibility
| Program | Detail |
|---|---|
| E8 Commitment | Guiding sustainability framework. |
| Road Safety | Education and tire-safety inspections. |
| Community | Engagement woven into events. |
8.0 Execution Plan
8.1 Targeting
| Corporate | Global CEO (Morita), Global CCO (Shida). |
| Region Leadership | West CEO/CDXO (Damon), East CEO (Tamura). |
| Programs | Commercial/Fleet Leads, Dealer Program Leads. |
| Innovation | Global Motorsports, R&D Leadership. |
8.3 GTM Timeline
| Phase | Key Tasks |
|---|---|
| Jan: Map | Confirm regional ownership. Build activation calendar. |
| Feb: Assets | Produce Fleet Uptime Lab one-pager. Draft claims sheet. |
| Mar: Outreach | Launch 3-touch sequence. Offer executive previews. |
| Apr: Pilot | Execute one-city pilot. Deliver ROI readout. |
Seller Narrative Hook
"We turn performance claims into measurable fleet outcomes through demos designed to capture data and prove ROI."