Bridgestone renames company operations
Tire Business staff report
Nashville, Tennessee - Bridgestone Americas Holding Inc. (BSAH) will rename operating units effective 1 Jan, leaving out the Firestone name from many of the titles.
The following name changes will take place: BSAH to Bridgestone Americas Inc. (BSAM); Bridgestone Firestone North American Tire LLC (BFNT) to Bridgestone Americas Tire Operations LLC (BATO); BFS Retail & Commercial Operations LLC (BFRC) to Bridgestone Retail Operations LLC (BSRO); Bridgestone Firestone Latin American Tire Operations (BFLA) to Latin American Tire division, BATO; as well as a number of Bridgestone Americas' international subsidiaries.
Mark Emkes, chairman and ceo of BSAH, said the renaming would help to “clearly define Bridgestone Americas and its subsidiaries as members of the global Bridgestone Group. Through this effort, we will provide Firestone with its own identity as a historic product and service brand, and we will take a long step forward toward eliminating confusion as to our overall corporate identity.â€
The company's BFS Diversified Products LLC subsidiary, which does business as Bridgestone Firestone Diversified Products, will be renamed Firestone Diversified Products LLC.
“The name 'Firestone' is at the core of our diversified products operation,†Mr. Emkes said. “Not only is the brand representative of products and services, it is also the identity by which the diversified products customers connect with that business. Therefore, in order to be fully responsive to our diversified products customers and avoid confusion, we are highlighting the Firestone name in this business unit.â€
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Bridgestone renames company operations from Tire Business (A Crain Publication)
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