Bridgestone Drives Saudi Arabia’s Mobility Future with Vision 2030 in Focus

Bridgestone exclusive Q&A with Jacques Fourie, President of Bridgestone Middle East and Africa

1- Bridgestone’s Role in Shaping Saudi Arabia’s Evolving Automotive Landscape

Bridgestone has served as a reliable mobility partner in Saudi Arabia, marking nearly 75 years of strong partnership with ATCL in driving progress together. Our services and products are designed to assist public transport authorities, fleets, logistics companies, and private motorists, while promoting safety, efficiency, and environmental sustainability as defined by Saudi Arabia's Vision 2030. We have also formed strong, long-term partnerships with prominent entities, including our exclusive distributor Al Talayi Co. and MOTOCARE, which operates 10+ retail stores and two commercial vehicle service centres. Our exclusive tyre partnership for the new Lamborghini Temerario, which facilitated the Al-Ula Lamborghini event, greatly engaged consumers and raised brand awareness among luxury automotive enthusiasts in KSA. More importantly, our commitment to innovation and excellence is reflected in our continuous investments in cutting-edge tyre technologies that suit the region’s climate and road conditions. One of our notable advancements has been the development of TBR tyres, co-engineered based on insightful input from Saudi fleets. These tyres are specifically designed to perform reliably across mixed terrains, addressing the unique challenges faced by motorists in the Kingdom. 

2- Bridgestone’s Road Safety Awareness and Driver Education Initiatives in Saudi Arabia.

We believe that tyres carry life, which is why we work hard to make every journey safe. Our teams have carried out effective campaigns like the Bridgestone Tyre Safety Initiative, which was held in Riyadh, Jeddah, and Dammam. As part of this, over 7,000 vehicle inspections were conducted in 2023, with 32 per cent of tyres found to have safety-critical issues, thereby drawing attention to the importance of inspections. Likewise, our ‘Eyes on Road’ campaign in 2023 provided free health screenings at truck stops throughout Saudi Arabia in an effort to improve the safety and well-being of more than 450 truck drivers who spend long hours behind the wheel. Along with practical safety workshops and seasonal awareness campaigns for commercial fleets, public transport operators, and young motorists, Bridgestone also collaborates with local traffic authorities, educational institutions, and fleet operators to promote safe mobility within the community. In addition to investing in safety and service quality training programs for tyre technicians, we constantly seek ways to promote ease and provide accessible safety support in accordance with our E8 commitment.  

3- Key Trends Shaping the Future of Mobility in the GCC and Bridgestone’s Response to the Trends. 

We believe the GCC's current mobility revolution is primarily being driven by the development of smart cities, adoption of electric vehicles, last-mile delivery driven by e-commerce, and digital transformation in transportation. In light of these advancements, Bridgestone has transformed itself from a tyre manufacturer to an innovative mobility solutions provider, offering a variety of high-durability commercial tyres designed for demanding routes and mixed terrains, as well as telematics and fleet management tools for predictive maintenance. Our high-durability commercial tyre lines —such as the V-Steel Rib R248 Super and V-Steel Mix M798—have been optimised for high mileage and fuel efficiency in light trucks and buses, making them all significant proof points of how we strive to design reliable mobility solutions that meet a wide range of needs. Our robust support for fleet customers through Total Cost of Ownership optimisation tools further elevates these offerings. These measures are each designed to empower drivers, deliver efficient and low-emission journeys, and inspire confidence on the road.    

4- Preparing for Electric and Autonomous Vehicles and Bridgestone’s Regional Strategy.

EVs and autonomous vehicles demand low rolling resistance to prolong battery life, high torque durability because of their heavier builds, and low noise design to improve cabin comfort. With that in mind, Bridgestone introduced the TURANZA EV tyres with ENLITEN™ Technology, tailored for the distinctive characteristics of Saudi roads. In addition to their low road noise, which guarantees a quieter, more refined drive, their lightweight design offers increased range, making them suitable for travel over long distances. The TURANZA also delivers superior grip for enhanced safety, which is essential for both individual motorists and fleet operators navigating the diverse roads of the Kingdom. We are equally excited about the upcoming launch of the Turanza 6 Alpha, which promises to further improve drive quality and enhance efficiency. Our strategy for the future will also emphasise active investments in smart tyre technologies, such as Bridgestone SensorTire, which has embedded sensors that continuously monitor temperature, pressure, and wear. We will also work closely with OEMs and regional regulators to advance the development of future-ready tyres that are in line with the GCC's climate and road conditions.