Bridgestone 2002 Annual Report Download - page 10

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“Our biggest challenge in Europe is in the retail
marketplace,” comments Bridgestone Europe’s
Arakawa. “Our Rome Technical Center does
an excellent job of adapting our technologies
to European demand. Success in F1 racing has
given us high visibility. Fitments on cars from
nearly all of the European automakers and truck
makers ensure high visibility for our products
among European customers. We are working
with renewed determination to strengthen our
European marketing in ways that take advan-
tage of those strengths.”
Getting serious in Europe
Geographical
Priorities
08
In 2002, Bridgestone Potenza tires carried
Michael Schumacher and the Ferrari team
to the most successful season in F1 history.
Schumacher locked up the drivers’ champi-
onship in midseason, Ferrari captured the
constructors’ championship, and the team’s
No. 2 driver, Rubens Barrichello, placed second
in the drivers’ championship point totals.
Truck and bus tires are a big part of the
systematic measures under way to strengthen
Bridgestone Europe’s market presence. Along
with expanding production capacity for passen-
ger car tires at the Poznan Plant, in Poland
(see page 13), Bridgestone Europe is expanding
capacity for truck and bus tires at its Bilbao
Plant, in Spain (
above
). The company will
increase its daily production capacity in Bilbao
to 4,600 tires by the end of 2005, from 3,500
today. Bridgestone Europe also is strengthening
its network of truck tire dealers and is working
systematically to expand its business with pan-
European fleet operators.