Bridgestone launches first UK e-Centre tyre retailers

For UK garages have signed up to pilot Bridgestone's new sustainability pledge to become its first e-Centre accredited tyre retail locations.

Bridgestone confirmed that ETB Autocentres, Eden Tyres & Servicing (ETS), Protyre (Taunton) and Merityre are taking part in the e-Centre pilot, as well as "other forward thinking tyre retailers".

Bridgestone partnered with Ernst & Young to identify future Environmental, Social and Governance (ESG) requirements for tyre retailers and the brand is supporting the roll-out the new e-Centre concept with funding of £1 million to at least 150 locations over the next two years.

Each e-Centre location has to sign up to 85 different criteria.

It is envisaged that Bridgestone e-Centre Pioneer depots will represent a "massive departure" from a conventional garage aesthetically (the image above is a concept image of what Bridgestone imagines an ideal e-Centre location to look like), but importantly, they will also adhere to a number of best practices including solar panel installations, staff training on premium product performance & road safety initiatives and even hyper-local donation campaigns to support their local communities.

Bridgestone’s head of marketing UK and Ireland, and e-Centre project lead Andy Mathias said: "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."

Bridgestone commissioned the research to gain a better understanding of motorists’ mindsets, which validated their outlook towards automotive retail and future mobility.

The tyre manufacturer surveyed 2,000 UK car owners earlier this year and it showed that almost a quarter (23%) would be more likely to visit a garage if it had proven sustainability credentials, whether it be renewable energy sources or effective adoption of electric vehicle practices.

Mathias added: “The e-Centre concept is the right thing to do for the future.

"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-Centre will not only represent a better way of doing business, but it will represent giving customers a better experience in the future.”