Bridgestone takes full-service approach
BY COBEY BARTELS | 12th Aug 2024
AS TYRE manufacturers depart Australia or move to online-first, mobile-fitting models, Bridgestone remains committed to growing its Select dealer network with a full-service approach while offering an at-home-or-work tyre fitting service through the acquired Lube Mobile business.
Speaking with GoAuto at the recent launch of the company’s new Dueler A/T 002 tyre range, Bridgestone Australia head of marketing David Honner said the local operation is setting a global standard.
“I think Bridgestone in Australia is a great example of where Bridgestone wants to move internationally,” Mr Honner said.
“It's a fully integrated business where you're not just manufacturing tyres and distributing them, but also involved in fitment and the service of them and beyond tyres and into the vehicle.
“With more than 300 stores, you can imagine the number of mechanics we employ in Australia so it’s important for us to look after the total vehicle.”
The full-service approach to tyre-fitting and mechanical service is one centred around convenience, Mr Honner said, as time-pressed car owners revert to traditional bricks and mortar one-stop shops.
“Consumers are looking for absolute convenience, so to have tyre and auto in the same location is important,” he said.
“To buy from a brand that is trusted so much for tyres too, but also moving into that automotive side where trust is such a concern for people, it allows them to lean into a brand that has that same level of trust.”
In the name of building trust, Bridgestone also launched its ‘tech check’ service across it network in April last year, with qualified mechanics filming a video inspection to show customers items that are worked on or replaced. The initiative has been so successful Bridgestone has rolled it out across its entire metro network.
“When we surveyed car owners on what more they wanted from their mechanic, they sounded a clear message: transparency and trust. It was a lightbulb moment for us,” said Mr Honner.
“We initially struggled to get mechanics to be filmmakers, but our mechanics love hearing the feedback from their customers so they’ve really got on board.
“If you look at the Google reviews for any of our stores, you’ll see how surprised our customers are to get a video and how much they enjoy the service.”
A big reason for the company’s acquisition of Lube Mobile in 2019 was also convenience-based, Mr Honner said, enabling Bridgestone to offer mobile mechanical services for customers while matching the at-home tyre fitting service of several competitors.
“We acquired Lube Mobile because we see convenience being that number one driver,” he said.
“Australians are busier than ever and want that ability to be able to have a choice of either coming to a traditional store for tyres or auto, or to have a mobile service.
“The days of only being able to call into a shop between 9am and 5pm are gone, so it’s important we also offer 24 hours a day access through our website.
“But we encourage people to shop how they want to shop, and you can purchase tyres for the same price whether you are buying through our website or through a store.”
Last year Dunlop distributor Goodyear, which also owned nearly 300 Beaurepaires stores, announced it would depart Australia, leaving consumers concerned about the state of the tyre industry in Australia.
Bridgestone Australia sales director Claudio Sodano said that despite his closest competitor’s departure, the Select network is here to stay.
“Our presence in the market is what makes us strong, regardless of whether our biggest competitor has exited the market,” he said.
“It’s our reputation though that matters, and obviously our premium product.”
When asked if Bridgestone is snapping up the competitor stores, he suggested that some locations are of interest but the majority are positioned alongside existing Select dealers and therefore offer no strategic benefit.
“We’ve already taken on a few Beaurepaires sites, a couple in Western Australia and South Australia, and one in Victoria, so if they’ve got a store in a location where we don’t then we’ve taken that opportunity to convert it to a Bridgestone Select store,” Mr Sodano said.
“A lot of their commercial sites were adjacent to our commercial sites though, so there is no real advantage for those.”
