NASHVILLE, Tenn. (Oct. 15, 2008) — Bridgestone Americas Holding Inc. will rename operating units effective Jan. 1, leaving out the Firestone name from many of the titles.
The following name changes will take place:
* Bridgestone Americas Holding to Bridgestone Americas Inc.,
* Bridgestone Firestone North American Tire L.L.C. to Bridgestone Americas Tire Operations L.L.C.,
* BFS Retail & Commercial Operations L.L.C. to Bridgestone Retail Operations L.L.C., and
* Bridgestone Firestone Latin American Tire Operations to Latin American Tire division, BATO.
A number of Bridgestone Americas' international subsidiaries will also see changes.
Mark Emkes, chairman and CEO of Bridgestone, said the renaming would help to "clearly define Bridgestone Americas and its subsidiaries as members of the global Bridgestone Group. Through this effort, we will provide Firestone with its own identity as a historic product and service brand, and we will take a long step forward toward eliminating confusion as to our overall corporate identity."
The company's BFS Diversified Products L.L.C. subsidiary, which does business as Bridgestone Firestone Diversified Products, will be renamed Firestone Diversified Products L.L.C.
Emkes said the firm is highlighting the Firestone name in this business unit because diversified products customers connect the brand with that business.