Firestone Name Dropped by Bridgestone America
As a final addendum to the numerous Bridgestone-based restructuring announcements made today, the company has decided to retire the Firestone name from its corporate identity in many territories of the Americas. The manufacturer said that the removal of Firestone, which will come into effect on 1 January, 2009, is designed to reflect the place within Bridgestone of the Japanese giant’s subsidiaries and simplify the brand for the public.
Mark Emkes, chairman and CEO of Bridgestone Americas Holdings in Nashville, TN, said that the Firestone name will be retained “with its own identity as a historic product and service brand” within the new corporate structure. It was also pointed out that in the case of Bridgestone Firestone Diversified Products – the subsidiary making Firestone-branded roofing materials, air springs, textiles and natural rubber – the name to be dropped will be Bridgestone’s. The company will be renamed Firestone Diversified Products at the beginning of next year.