A 25-Year Journey – Tegeta Motors and Bridgestone Celebrate Their Partnership Anniversary
Tegeta Motors, Georgia's leading company in the automotive sector, and Bridgestone, a global leader in tire and sustainable mobility solutions, celebrated their 25th anniversary as partners, highlighting a robust cooperation and the milestones achieved over the years.
The landmark agreement granting Tegeta the right to become a dealer of Bridgestone in Georgia was signed in 1998, three years after Tegeta was established. 25 years ago, the first order for Bridgestone in Georgia was 500 units of tires for trucks and light vehicles; in 2022, the number of Bridgestone tires sold by Tegeta Motors in Georgia totaled 71 thousand pieces, and is expected to reach up to 80 thousand this year.
During its initial stages of growth in the auto industry, Tegeta knew it needed to cooperate with an international premium brand, and eagerly signed an agreement with Bridgestone. Today, Tegeta is a prominent player in the automotive sector region-wide, while Bridgestone is a recognized global brand in the tire industry.
The 25th anniversary of cooperation between Tegeta Motors and Bridgestone was celebrated with a large-scale event, seeing VP and CEO Bridgestone Middle East Africa, Jacques Fourier coming to Tbilisi especially for this day. As part of the celebration, Tegeta Holding’s founder and Chairman of the Supervisory Board, Temur Kokhodze, and Jacques Fourier awarded the employees of the company for their contribution to the partnership between Tegeta and Bridgestone.
"At the end of the 1990s, with Georgia facing an outdated car fleet, the introduction of Japanese premium quality tires to the Georgian market came with high risks," stated Davit Chkhaidze, Director of Tegeta Prime Products. “However, as a result of the relentless efforts of both companies, the sales share of Bridgestone tires grew to become the largest compared to other brands. The past 25 years have been the most important period for the development of both brands and their positioning, as well as in terms of their cooperation and the implementation of joint projects. Introducing a premium tire brand in Georgia was a matter of great significance for the local auto industry and the region as a whole.”
Bridgestone was founded in 1931 in the city of Kurume, Japan. Headquartered in Tokyo, the company provides a wide range of high-quality tires for passenger cars, trucks, construction machinery, airplanes, and more, as well as numerous cutting-edge solutions backed by advanced technologies. Currently, the company operates in more than 150 nations and territories, and employs approximately 130,000 people worldwide. Superior production quality and innovation were and continue to be distinguishing characteristics of the company.
Bridgestone tires offer several advantages, including durability and stability, fuel economy, and safe and comfortable movement in any environment. The highest standards in operations and goods, along with safety, are the central values of Tegeta's partnership with Bridgestone.
Bridgestone in Europe, the Middle East, India, and Africa (Bridgestone EMIA) is the regional Strategic Business Unit of Bridgestone Corporation. The company offers a diverse portfolio of premium tires, tire technologies, and advanced mobility solutions. The company’s vision is to provide social and customer value as a sustainable solutions company. The Bridgestone E8 Commitment, which is a comprehensive and global corporate commitment, outlines the values and benefits offered by the firm to society, customers, and future generations in eight key areas - Energy, Ecology, Efficiency, Extension, Economy, Emotion, Ease, and Empowerment.
"The compatibility of values and sustainable vision became the main point of convergence for Bridgestone and Tegeta, as both companies' primary goals are centred around serving the environment and customers," Davit Chkhaidze noted. “These approaches define the successful cooperation between Tegeta and Bridgestone. By introducing Bridgestone tires in Georgia, Tegeta Motors once again reiterated its own values of quality, safety, sustainable development, and comfort. The fact that Tegeta Motors was promoted from a Bridgestone dealer to an official distributor in 2005 is proof of our successful collaboration.”
One of the major highlights of the successful 25-year cooperation between Tegeta and Bridgestone is their joint event the ‘Bridgestone Black Sea Cup’, which was held in Georgia in 2006 and 2017. Everyone who had a driver's license or a professional racer's license was welcomed to participate in the race, aiming to promote Bridgestone as a premium brand, as well as to support the development of motor sports among the younger generation.
In commemoration of the quarter-century partnership between Tegeta and Bridgestone, various marketing activities were held in Georgia throughout 2023.