Mr Yasukawa - Bridgestone focus for 2010 Part 228/03/2010

Mr. Yasukawa - Focus for 2010 Part. 2

Continued...

KA: I hear there are some different advantages for Bridgestone being in Formula One despite the economic environment surrounding the sport being tough.
HY: Yes, they are related to sponsorships of Formula One. As you know, there are now several sponsorships within the paddock with airline companies such as Etihad for Ferrari, Emirates for McLaren. This is a change after the previous era of tobacco companies’ and financial companies’ sponsorships. Additionally, Virgin owns a team, the Lotus team representative is a manager of Air Asia, and the owner of Force India runs Kingfisher. Many airline companies like them have contacted us and wanted to fit Bridgestone tyres on their airplanes and with their presence in the paddock we are able to now strengthen those ties. I believe these should be great business opportunities for Bridgestone as airplane tyres are stable, reliable and sustainable business. The airline companies know the good performance of Bridgestone aircraft tyres. It is a good example of how our Formula One activities are able to help provide us with either business opportunities or the continuation and development of current ones.  

KA: Do you think there are many business opportunities to be gained from being in Formula One?
HY: Yes, I believe companies, whether they are current or potential sponsors, use Formula One to good effect. The opportunity to network, host customers and do business deals is considerable. And although some car manufacturers have now ceased their participation in Formula One they undoubtedly had good business opportunities when they did participate.  

KA: There are technological improvements too which have originated from the sport?
HY: Yes. There remains a tendency to regard motorsport as being a dangerous sport, which is a shame. Yes, the risks are considerable but significant steps in safety have been made. In fact, cars, in terms of their braking systems, seat belts and other areas, have been developed dramatically thanks to Formula One. This applies to energy saving too. It is true that a Formula One engine’s horsepower is quite high but, at the same time, engineers have been trying very hard to achieve good fuel economy. There is no other engine so close to perfect combustion, and this is little known among the public. We would like to find chances as much as possible to highlight these aspects to the public.  

KA: Bridgestone has carried out environmental awareness driving campaigns in collaboration with the FIA. Do you intend to continue them in the future?
HY: Yes, we shall be supporting these campaigns again in 2010. Some time ago, the FIA initiated a carbon offset and sequestration project investing in large forest areas in Brazil and Mexico in order to offset the global CO2 emissions from motorsport and automobiles in general. The “MAKE CARS GREEN” and “THINK BEFORE YOU DRIVE” campaigns are key components of this overall strategy and I see them as one package. Bridgestone intends to keep being involved in these FIA activities in the future.  

KA: They are worthwhile activities, but why should Bridgestone be involved?
HY: I see it is one of the obligations tyre manufactures have to accept. Hybrid vehicles and electric vehicles are increasing globally, and the job of tyres is to connect these vehicles to the road surfaces. Sport-oriented models of hybrid vehicles and electric vehicles have been put on the markets lately too and the tyres required for these models are high-performing as well as ecological. A new concept of tyre is now required. We need to be combining our race development and technological racing knowledge in areas such as rolling resistance technology with an environmentally conscious viewpoint. Bridgestone has clearly stated its desire to develop new innovative products which will benefit future society and, in my opinion, racing could play a key role in driving these technologies and in highlighting them to the world.  

KA: Mr Yasukawa, thank you very much for your time today.
HY: Thank you. I am looking forward to the season ahead.