BSAPIC Group President 2024 New Year Message

Dear Teammates,

A Happy New Year to you! I would like to wish all of you the very best as we enter 2024 with renewed energy and readiness. It has been a great privilege to work alongside each and every one of you, and I thank you for your resilience and commitment in shaping a positive impact for our SBU.

2023 was a year filled with challenges, but also one marked by significant achievements that we take pride in. Thanks to the dedication of teammates like you, we have been able to cultivate and nurture important partnerships, as well as carry out meaningful initiatives that will support us in achieving our long-term business and sustainability goals.

As we embark on our 2024 journey, in the middle of a global reorganization for enhanced effectiveness and efficiency through a new “Glocal” structure, we extend a warm welcome to our Bridgestone India teammates as they rejoin our SBU, which will officially be known as BSAPIC.

The reorganization will see BSAPIC markets being divided into four distinct GEO Clusters: North-East Asia, South-East Asia, South-West Asia and the Pacific, to enhance business operations. At the same time, our regional head office is transformed into a Dual RHO plus Shared Service Center model to enhance business support to the markets. RHO-S, operating in Singapore, plays a central role in Governance & Control, while RHO-T operating in Thailand, focuses on R&D and Business. This strategic move is designed to further streamline our operations and enhance Bridgestone’s regional presence.

2024 marks the start of the 24MBP, covering the period from 2024 to 2026. Aligned with the outlined strategies for each market, it is important that we continue to foster strong synergies among all of us. This involves utilizing GLOBAL and EAST BRIDGE supporting platforms, Dual RHO and 4 Geo-Cluster organization, to further enhance our performance in this region as Bridgestone Group’s second home market.

Guided by our corporate commitment “Bridgestone E8 Commitment”, I believe that BSAPIC SBU can overcome any challenges we may encounter this year with the new formation, and continue to accelerate our evolution towards a resilient "excellent" Bridgestone, contributing the realization of our “2030 Long Term Strategic Aspiration”.

I am confident that together as ONE SBU, we will achieve remarkable results and Drive Growth Together, the theme for BSAPIC 24MBP.

Lastly, I would like to wish you and your families a happy 2024 filled with success, happiness, and abundant opportunities. Cheers to the year ahead!


Yours Sincerely,

Yasuhiro MORITA

BSAPIC Group President

About Bridgestone in Thailand

Headquartered in Tokyo, Bridgestone Corporation is a global leader providing sustainable mobility and advanced solutions. In Thailand, Thai Bridgestone Co., Ltd. (TBSC) is a leading manufacturer in the Thai automotive industry, while Bridgestone Sales (Thailand) Co., Ltd. (BSTL) is the exclusive importer & distributor, and supervises the marketing strategy for Bridgestone, Firestone and Dayton branded tires in Thailand. Bridgestone is a brand trusted by its customers, dealers and business partners. It offers an extensive range of quality tires, carefully developed to suit local conditions and to deliver social value and customer value. Bridgestone is dedicated to shaping a sustainable future of mobility and improving the way people move, live, work and play.