Bridgestone is renaming a number of its business units “in a way that will clearly define Bridgestone Americas and its subsidiaries as members of the global Bridgestone Group,” reports Mark A. Emkes, chairman and CEO of Bridgestone Americas Holding, Inc. “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.”
Examples of an extensive list of corporate name changes to be implemented at the beginning of 2009 include:
Bridgestone Americas Holding, Inc. (BSAH), the parent company of the Bridgestone Group’s tire operations in the Americas, will be changed to Bridgestone Americas, Inc. (BSAM).
Bridgestone Firestone North American Tire, LLC (BFNT) will be renamed Bridgestone Americas Tire Operations, LLC (BATO) (a legal entity), and will be a part of the larger business unit also known as Bridgestone Americas Tire Operations, a newly established operating unit.
BFS Retail & Commercial Operations, LLC (BFRC), Bridgestone Americas’ retail tire and automotive service unit and the operator of the well-known Firestone Complete Auto Care and Tires Plus outlets, will be known as Bridgestone Retail Operations, LLC (BSRO).
Bridgestone Firestone Latin American Tire Operations (BFLA) will be known as the Latin American Tire division, BATO.
Bridgestone Americas’ international subsidiaries will also be renamed. For example, Bridgestone Firestone de México, S.A. de C.V. (BFMX) will be known as Bridgestone de México, S.A. de C.V. (BSMX) and Bridgestone Firestone Canada Inc. (BFCA) will be renamed Bridgestone Canada Inc. (BSCA).
Bridgestone also announced an exception to its renaming strategy: BFS Diversified Products, LLC (which does business as Bridgestone Firestone Diversified Products) (BFDP) will be renamed Firestone Diversified Products, LLC (FSDP). Because most of that company’s subsidiaries already carry the Firestone name, there will be no further name changes in that organization.
“The name ‘Firestone’ is at the core of our diversified products operation; 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,” says Emkes “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.”
For more information, visit www.bfusa.com.
