Bridgestone Corp. posted global revenue of $28.9 billion during 2024, up on a year-over-year basis.
The Tokyo, Japan-based company also posted around $1.2 billion in operating profit during the year, while achieving an adjusted operating profit margin of 9.9%.
North America proved to be Bridgestone’s revenue generator in 2024, achieving around $12 billion in sales and $1.2 billion in operating profit – both increases versus prior-year levels.
North America performance
In North America, Bridgestone reports that the company “reduced (its) overall sales volume” versus prior-year, “while promoting continuous improvement” in its mix of premium tires.
Sales of the company’s premium Bridgestone brand increased during 2024, as did sales of 20-inch and above tires, with the latter growing by more than 110% from 2023 levels.
Bridgestone maintained a “strong business foundation” in North America, particularly in the premium tire arena.
Specific to the United States, which Bridgestone says is its “largest operation,” the firm continued to “reinforce and expand production and sales, including retail ... with no change of policy of ‘local production for local sales,’” according to company officials.
Bridgestone says it employs 34,300 people and has 24 “business footprints" - including its Akron, Ohio, technical center and various plants, as well as 2,200 company-owned retail stores - in the U.S.
The company recently announced plans to shutter its TBR tire plant in LaVergne, Tenn. The factory is scheduled to close in July 2025.
Looking ahead, Bridgestone plans to further promote its company-owned store network “to expand sales,” while presiding over a Firestone brand dealer “revitalization” and rebuilding its “consumer tire business in the U.S.”
Other efforts include launching new, premium products that contain Bridgestone’s ENLITEN technology and reinforcing the company’s TBR tire business via the continued integration of “retread, mobility solutions and maintenance services to strengthen the fleet business, while building a structure for customer success.”
Bridgestone also wants to “increase Bridgestone brand sales volume and share, while improving sales mix.”
Plans for ENLITEN
Bridgestone says it will continue to emphasize its ENLITEN technology in 2025 by strengthening “an approach to premium vehicle and OEMs, prestige OEMs and premium EVs, based on value creation through ‘ultimate customization’ enabled by ENLITEN technology.
Globally, the number of car models currently equipped with ENLITEN technology-infused OE tires totals 117. Bridgestone wants to increase that number to 170 models during 2025.
2025 outlook
Bridgestone says it will “respond continuously” to what company officials call “new threats.”
These include “structure changes in the automotive industry due to the rise of Chinese EVs,” as well as the “acceleration of structural changes in market, industry and profitability of tire business due to increase in low-end imports, particularly in Europe and Latin America."
The company also addressed the imposition of tariffs by the U.S.
“Due to the uncertainty surrounding impact of tariff measures - 25% for Mexico and Canada, 10% for China (and an) auto tariff starting around April 2, etc. - including the timing of their application to Mexico and Canada, these factors have not been incorporated into this guidance for 2025 consolidated financial outlook.
“Due to the significant impact on both internal and external stakeholders - including sales and retail, OEMs and suppliers - we will not act hastily. Instead, (we will) assess potential cases and develop multiple scenarios and establish a structure that allows for agile actions.”
