Bridgestone Integrates American Consumer Tyre Management Structure

A number of changes have been made to the Consumer Tire business management structure at Bridgestone Americas Tire Operations (BATO), making it more akin to the structure already in place at the tyre maker’s commercial tyre business. In announcing the restructuring, Bridgestone Americas refers to the new management model as “fully integrated” and one that will “facilitate continued growth and make the business even more customer-focused.”

The changes centre upon a consolidation of the reporting structure of the company’s OE, replacement/wholesale and retail consumer tyre businesses in the US and Canada as well as Credit First NA (the company’s private label credit card business). By consolidating the management reporting structure, Bridgestone Americas intends to ensure “a consistent strategic direction in this dynamic market” and make certain that each aspect of the Consumer Tire business operates in a collaborative manner that enhances the company’s business and strengthens its relationships with customers and consumers.

Along with outlining its restructuring plans, BATO has announced the new leadership team heading up the integrated consumer tyre business. All appointments are effective immediately:

Larry Magee, currently chairman, CEO and president of Bridgestone Retail Operations, LLC (BSRO), has been promoted to the position of president, Consumer Tire US & Canada, BATO; John Baratta has been promoted to vice president, Consumer Tire US & Canada, BATO, a title he will hold concurrently with his position as president, Replacement Tire Sales, US & Canada Consumer Tire Sales Division. Baratta will report directly to Magee. In his new role, Magee, with the support of Baratta, will be responsible for the strategic direction of BATO’s Consumer Tire Business and the continued enhancement of the company’s relationships with its customers and consumers. Baratta will focus on Consumer Tire sales operations with an emphasis on the dealer and corporate account channels. His experience, notes Bridgestone, will also be invaluable in assisting Magee and the team to further strengthen the OE, retail and CFNA businesses while continuing to grow the Bridgestone and Firestone brands.

“Larry and John are both very talented executives with a wealth of experience in the tyre business, and they each have a keen understanding of what it takes to be successful,” said Eduardo Minardi, Chairman, CEO and president of BATO and chief operating officer of parent company Bridgestone Americas. “I’m confident that our Consumer Tire Business is in very capable hands and that under their leadership we will continue to grow our business, serve the needs of our customers, and fulfil our brand promise to provide products and services that meet or exceed consumers’ expectations.”

The following senior management team leaders will also report to Magee:

Mike Martini, president, Original Equipment Tire Sales, US & Canada Consumer Tire Sales Division, BATO, and his team will continue to execute the company’s original equipment strategy. Under Martini’s leadership, BATO’s consumer OE division will continue to focus on securing prestigious fitments for the Bridgestone and Firestone brands while at the same time continuing to enhance brand reputation and drive increased demand for premium brand products in the replacement and store channels.

Matt Hoskins, currently chief operating officer, BSRO, has been promoted to president, BSRO. In his new role, Hoskins will be responsible for the consumer Retail businesses, which include more than 2,100 Firestone Complete Auto Care, Tires Plus, Wheel Works and ExpertTire brand outlets located across the United States. “Matt has experience in every facet of our Retail business, and with his strategic vision and strong customer focus I know he will build on our Retail success and continue to grow the business,” said Minardi.

Dean Miller, president, CFNA, will continue to lead BSRO’s private label credit card business. Miller has more than 30 years of experience in all facets of the credit card business and will be responsible for strengthening this important segment of the business.