Bridgestone reorganises management structure, instates EMEA region

Bridgestone has detailed a number of organisational changes to its global management structure that went into effect at the start of 2024. Tyrepress reported the company’s promotion of Central Europe managing director Christian Mühlhäuser to vice president of the North Europe region on 22 February. The creation of Mühlhäuser’s new role is part of the transition from Bridgestone EMIA (Europe, Middle East, India and Africa) to the newly created Bridgestone EMEA (Europe, Middle East and Africa) Core Tyre Business Unit. Bridgestone told Tyrepress that the changes have been made “as part of move to further strengthen the global management structure.”

This new Business Unit oversees the regional sales activities of Bridgestone’s consumer and commercial tyre business under the leadership of Laurent Dartoux, group president Bridgestone Core Tyre EMEA, Bridgestone explained. The manufacturer added that this BU’s core objective is “to capture value by providing a premium experience to our customers.” To achieve this, the company felt it was necessary to reorganize its European sales operations.

At the European level, Bridgestone’s regional sales organisation is grouped into two larger areas – North Europe and South Europe. This is to “simplify operations, become more customer-focused as well as increase best practices sharing.”

The EMEA HQ Sales function is split into customer facing and sales operations teams, Bridgestone continues, “to improve customer proximity for the strategic and cross-regional accounts as well as optimize sales support while making our sales operations less complex.”

The unit headed by its new VP Muehlhauser, North Europe is divided into North, Central and East regions. The UK and Ireland is within the area known as “Bridgestone North”, which is headed by VP Andrea Manenti, who reports directly to Christian Müehlhaüser in the new structure.