Bridgestone has launched its innovative ‘e-CENTRE’ concept, signalling a major shift in the future of tyre retail. This forward-looking initiative aims to enhance the customer experience at tyre retailers through the integration of sustainability and cutting-edge technology. Starting in the UK, with plans to expand into Europe, the e-CENTRE assessment will become a benchmark for tyre retailers committed to Environmental, Social, and Governance (ESG) excellence.
In partnership with Ernst & Young, Bridgestone developed a comprehensive assessment comprising 85 criteria, which tyres retailers must meet to attain e-CENTRE status. The criteria, informed by ESG requirements, will help tyre retailers adopt best practices and improve sustainability efforts.
Four UK garages have already joined the programme as pilot depots. These garages have undergone a rigorous evaluation process, aiming to achieve either e-CENTRE or e-CENTRE Pioneer status. With an investment of £1 million, Bridgestone plans to certify 150 tyre retailers as e-CENTRES across Europe within the next few years.
Bridgestone’s e-CENTRE Pioneers will showcase a departure from traditional garage setups, incorporating solar panel installations, EV servicing capabilities, and advanced customer experiences. "We developed the Bridgestone e-CENTRE concept on the back of an extensive study with Ernst & Young, and our own research," said Andy Mathias, Bridgestone’s Head of Marketing UK and Ireland. “Our findings show that over a third of motorists value responsible recycling practices when choosing a garage.”
In addition to their green credentials, these e-CENTRES will focus on community engagement through hyper-local donation campaigns and will also provide training for staff on premium tyre performance and road safety initiatives. Bridgestone’s E8 Commitment – spanning Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, and Empowerment – will serve as a guiding framework for this transformation, ensuring that each e-CENTRE aligns with the company’s core values and sustainability goals.
The e-CENTRE concept isn’t only about sustainability—it’s about enhancing the customer experience as well. "We want to ultimately improve the buying experience," Mathias added. "Motorists can expect a more contemporary customer space, with conventional desks and waiting areas replaced by a consultative and educational environment."
By transforming the garage experience, Bridgestone aims to create a more sustainable and engaging tyre retail environment that caters to the evolving expectations of today’s customers. This holistic approach will not only reflect the Bridgestone E8 Commitment but also position the brand as a leader in the future of mobility and responsible business practices.
With Bridgestone’s e-CENTRE concept, tyre retail is set to enter a new era, one that balances innovation with sustainability and prioritises customer satisfaction at every step.
