Is it fair to say that Bridgestone’s motorsport activities contribute to tyre sales in Italy?
MG: The increase in brand awareness of our end users has certainly helped to increase spontaneous requests for Bridgestone products. In actual fact, the purchase process is strongly influenced by the dealer, and that is why Bridgestone Italy develops trade marketing activities exploiting our Formula One assets. It is important that the dealers can experience the direct link between Bridgestone and the F1 world. HY: Is there any effect on your ability to recruit good, new staff? MG: Thanks to F1, Bridgestone has solidified its image as a dynamic, innovative and high technology multinational company, gaining more and more appeal in the market. This is helping the recruitment process as well as talent retention. And for the market, F1 is one of the best tools to raise brand awareness as it provides a really positive image of Bridgestone and its products. Bridgestone stands for technology, safety and performance and the company’s core business is represented at its best thanks to our F1 co
