Bridgestone will actively support partner retailers to advance a future retail tire center concept that will represent a massive departure from the conventional garage as it is understood by many consumers presently. This will involve significant aesthetic differences, but more importantly will embrace best practices including the installation of solar panel arrays, recycling and effective adoption of EV practices.
Four UK garages have become the first to sign up as pilot depots and have undergone the extensive assessment process as they work to achieve Bridgestone 'e-CENTRE status' which Bridgestone intends to be the benchmark in retail & ESG excellence.
“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” said Bridgestone Head of Marketing UK and Ireland, and e-CENTRES project lead Andy Mathias.
Bridgestone found that almost a quarter (23 percent) of consumers would be more likely to visit a garage if it had proven sustainability credentials, including renewable energy sources and effective alignment with the burgeoning EV sector.
The company's premium tire portfolio and approach to sustainability is embodied in its Bridgestone E8 Commitment – a set of eight areas (Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, Empowerment) that provide a compass to guide strategic priorities, decision making and actions throughout every area of the business.
“Bridgestone e-CENTRE's is a concept that we're bringing to reality because it's the right thing to do for the future” Mr Mathias added. “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-CENTER will not only represent a better way of doing business, but it will represent giving customers a better experience in the future.”
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