Bridgestone’s e-CENTRE Concept

Bridgestone e-Centre Concept

Bridgestone has introduced an exciting vision for the future of tyre retail with the unveiling of its innovative ‘e-CENTRE’ garage concept. This forward-thinking initiative represents a significant step towards reshaping the way tyre retailers operate, focusing on sustainability, technology and enhancing customer experience.

In collaboration with Ernst & Young, Bridgestone conducted research to identify the future Environmental, Social and Governance (ESG) standards that tyre retailers will need to meet. Based on this research, Bridgestone developed an assessment framework consisting of 85 criteria that retailers must meet to achieve the prestigious ‘e-CENTRE’ status. These criteria serve as a roadmap to excellence in sustainability, customer service and community engagement.

Bridgestone is committed to supporting its retail partners in meeting these new standards. The company will offer expert guidance and assistance in implementing improvements that will not only elevate the customer experience but also position retailers as leaders in sustainability. Already, four garages in the UK have signed up to pilot the program, undergoing a comprehensive assessment process which consists of 85 questions, as they work towards earning ‘e-CENTRE status’ or ‘e-CENTRE Pioneer Status’, which Bridgestone envisions as being the benchmark in tyre retail and ESG excellence.

Over the next few years, Bridgestone plans to assess hundreds of tyre retailers across Europe, aiming to accredit 150 e-CENTRES as part of a £1 million investment. These e-CENTRE Pioneer depots are expected to dramatically transform the traditional garage experience. Not only will they feature modern, eco-friendly aesthetics, but they will also implement sustainable practices such as solar power installations, employee training on premium product performance, road safety initiatives and local community-focused projects.

Andy Mathias, Bridgestone’s Head of Marketing for the UK and Ireland, and lead on the e-CENTRES concept, emphasised that the concept reflects the company’s holistic approach to future mobility, saying:

“We developed the Bridgestone e-CENTRE concept on the back of an extensive study with Ernst & Young and additionally conducted our own research with motorists, which revealed that over a third of motorists value a garage which has responsible recycling practices.”

Bridgestone e-Centre Infographic

Bridgestone’s research on consumer behaviour confirmed that sustainability is becoming a crucial factor in the automotive retail industry. Nearly a quarter (23%) of UK motorists indicated they would be more likely to visit a garage with demonstrated sustainability credentials, such as renewable energy use or electric vehicle (EV) practices.

Bridgestone’s commitment to sustainability and innovation is further exemplified by its premium tyre portfolio and its E8 Commitment. This initiative outlines eight key areas – Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease and Empowerment – that guide the company’s strategic decisions and business practices, ensuring that sustainability is integrated into every aspect of its operations.

Mathias adds:

“Bridgestone e-CENTRE’s is a concept that we’re bringing to reality because it’s the right thing to do for the future. It embodies the Bridgestone E8 Commitment, which is our global corporate pledge that clearly defines the value we will deliver to society, our customers, and future generations through a set of eight focus areas.

“We want to ultimately improve the buying experience as motorists enter each Bridgestone e-CENTRE accredited store, with conventional desk and waiting area designs potentially replaced by a more contemporary customer space in line with a more consultative and educational approach.

“This is one of the biggest projects we have undertaken in collaboration with our retail partners. We’re showing that we have the passion to make a tangible difference to the industry and society as a whole. A Bridgestone e-CENTRE will not only represent a better way of doing business, but it will represent giving customers a better experience in the future.”

With the e-CENTRE concept, Bridgestone is not only setting a new benchmark for tyre retailers but also paving the way for a more sustainable, customer-centric future in the automotive industry.

Author Bio:

Simon Burrell is Editor of Our Man Behind The Wheel, a professional photographer and former saloon car racing driver.

Images courtesy of Bridgestone

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