Record number of women driving Bridgestone Retail EMEA forward

Ahead of International Women's Day, Bridgestone Retail EMEA Network shares a groundbreaking stride towards gender equality, marking a notable increase in female patronage and workforce within its operations. The network, which boasts a comprehensive portfolio of 16 retail brands, celebrates this achievement as a significant component of its commitment to fostering diversity, equity, and inclusion (DE&I) in the traditionally male-dominated automotive sector.

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Ben Smallman PR
Published on
March 7, 2024

Unprecedented Surge in Female Customer Base

The announcement comes on the heels of International Women's Day, with Bridgestone Retail revealing an impressive 55% year-on-year surge in female customers at their stores. This development is underscored by data from the ETB Autocentres network, highlighting a doubling in its female clientele over the past year. Such statistics not only showcase changing dynamics in consumer behaviour but also reflect Bridgestone's effective strategies in creating a more inclusive and accessible service environment.

Strategic Initiatives Fueling Change

Bridgestone attributes this positive trend to its continual investments in enhancing store environments and offering a simplified, jargon-free digital customer experience. Daniel Giroud, President Retail EMEA and Business Leader Global Franchise, underscores the evolving gender dynamics across Bridgestone's network of over 3,400 stores. He notes a significant increase in female employees, including technicians and managers, illustrating a broader shift in industry perceptions.

Empowerment Through Knowledge and Leadership

The network observes an uptick in female motorists' awareness and knowledge about car maintenance, challenging outdated stereotypes and encouraging more women to pursue careers within the automotive industry. In line with this, Giroud is also the visionary behind the "Women in Motion - Lead, Inspire, Connect" programme, a cornerstone initiative aimed at enhancing skills, opportunities, and leadership among women at Bridgestone.

Since its inception in 2021, the programme has grown exponentially, starting with 20 participants and expanding to 152 by January 2024. It underlines Bridgestone's broader DE&I commitment, aiming to enrich its global workforce's diversity. Remarkably, 40% of the participants have achieved promotional advancements, evidencing the programme's success in creating tangible career progressions for women.

A Commitment to Diversity and Equity

Bridgestone's efforts extend beyond individual programmes, as it strives to cultivate a culture grounded in diversity, teamwork, and respect. The company's Global Human Rights Policy is a testament to this, emphasizing equitable opportunities for all employees to reach their full potential.

As Bridgestone Retail EMEA Network continues to break barriers and champion gender equality in the automotive industry, its initiatives serve as a beacon for inclusivity and empowerment.

For more insights into Bridgestone's DE&I efforts, visit their Diversity, Equity & Inclusion Report: Click here to read the full report.

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