Bridgestone Americas Inc. is updating logos and brand campaigns across its Tires Plus and Hibdon Tires Plus brands. Bridgestone Americas is a subsidiary of Bridgestone Corp., one of the largest tire and rubber companies in the world based in Japan. The subsidiary is headquartered in Nashville, Tenn.
Bridgestone acquired both tire brands in 2006. This will be their first major brand update since then, Bridgestone said.
“For nearly 50 years, Tires Plus and Hibdon Tires Plus has represented excellence in total car care, and this brand evolution is an exciting next step in our journey to provide the best service for today’s customer,” said Marko Ibrahim, president of Bridgestone Retail Store Operations. “We look forward to continuing to serve our communities with modern services, personalized solutions and as always, our Promise to Care.”
Tires Plus and Hibdon Tires Plus have more than 400 locations across 22 U.S. states. The two tire retailers together employ about 5,000 people and operate as part of the Bridgestone network of tire and automotive service providers.
Tires Plus and Hibdon Tires Plus branding
Bridgestone refreshed the color palette and typefaces of the logos.
The new logo features a simplified version of the previous image. The multi-colored tire mark from the previous logo is now just a single color. The rest of the color palette was pared down to yellow, black and red. Bridgestone also updated the typefaces of both the Tires Plus name and the subhead. The new typefaces are “designed to better reflect the evolution of vehicle maintenance,” Bridgestone said in a statement.
Bridgestone’s new brand campaign will use 3D animation to “elicit empowerment and emotion,” the tire manufacturer said.
Bridgestone 2023 results
The tire company reported 2023 results for the fiscal year ended Dec. 31. Bridgestone reported revenue of 4,313.8 billion Yen, equivalent to $28.5 billion, in fiscal 2023. That’s an increase of 5% from 2022 revenue. The Americas segment accounted for 1,988.0 billion Yen, or $13.1 billion. That was also a 5% increase year over year. However, adjusted operating profit in the region declined 16%.
“There was significant decline in truck and bus tires for replacement mainly in North America, Europe, and in China, and we were unable to sufficiently adapt to the change,” Bridgestone CEO Shu Ishibashi said in a February call with investors.
Bridgestone also had difficulty accurately forecasting demand in North America and Europe due to challenges in the economy, he added. Demand declined to 82% of that of the previous year.
Sales grew despite the volume decline thanks to an increase in sales of premium replacement tires and large and ultra-large tires.
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