25 years on the same path – “Bridgestone” and “Tegeta” celebrating anniversary

At the end of the 90s, when cleanup of the Georgian fleet from the Soviet bottom of barrel had just begun, the company founded only 3 years ago  - “Tegeta“ succeeded to sign an unprecedented agreement with the Japanese tire manufacturing giant - Bridgestone, and became its first official dealer in the region.

Bridgestone entered Georgia as a global market leader, but before that, it followed a path that is an ideal mirror of building a business that is consistent, focused on stability, growth and development. Bridgestone became the Japanese market leader 20 years after its establishment, and out bounded its production 35 years later, opening its first post-war overseas factory in Malaysia in 1965. 2 years later, it enters the American market, first only in terms of sales, and in 1983, it starts its production on the continent. Bridgestone started operating in Europe in 1994, 63 years after its incorporation. In just 4 years, that is, 25 years ago, the first order for the Japanese brand from the Caucasus region was made and 500 pieces of premium quality tires for trucks and cars were sent to Georgia.

25 years ago, this landmark agreement was signed between one of the world’s largest corporations in the auto industry - Bridgestone, and a start-up company in the Caucasus region – “Tegeta Motors”. Both for the region and for Georgia, Bridgestone was one of the first international brands that entered the actually developing country 25 years ago and started developing the market together with “Tegeta”.

Davit Chkhaidze - Director of “Tegeta Prime Products”: The expertise of “Bridgestone” as of a global company played a meaningful role in the process of building “Tegeta”. It was the standard of the future, which our country and customers needed so much. At the end of the 90s, it was unthinkable that such a giant would enter Georgia, however, comprehending the vision of the future, development and growth perspective allowed both sides to make an unprecedented decision for the region.    

In the mentioned period, the region had the products produced in the post-Soviet countries, and therefore the need demanded to take a different and important step. The entry of the world leader into the market of Georgia and its development in the region was the most important process of introducing global standards and accommodating these standards in the country.”

The past 25 years have been the years of great transformations, development and establishing a foothold for both Bridgestone and Tegeta. At the beginning of the cooperation, “Tegeta” was represented only in Georgia with only one branch, and after 25 years, “Tegeta” is the auto industry leader with about 3000 employees and 28 branches in Georgia alone. In the region, the Holding is represented by 2 branches in Azerbaijan, and one each in Armenia and Uzbekistan. The company’s revenue exceeded one billion in 2022.

As for “Bridgestone”, 25 years ago it owned about 10 factories worldwide, had about 10 000 employees, and its annual income was 13 billion US dollars. In 2023, these data look like this: 130 factories, 130 000 employees and revenue of 27 billion US dollars.

The 25-years long history of “Tegeta” and “Bridgestone” involves hundreds of marketing activities, dozens of qualification raising trainings, large-scale sports events and up to a million tires sold.

Collaboration started with 500 tires grew to 15 000 pieces after 10 years. After 20 years, Tegeta Motors sold 40 000 Bridgestone tires, and in 2022, the number of tires sold reached 80 000. This year, it is planned to sell 120 000 pieces of Bridgestone tires in the region.

The proof of successful cooperation is that in 2005, the status of “Tegeta Motors” as of the Bridgestone dealer was changed to its official distributor, and today “Bridgestone” holds 25% share in “Tegeta”.

Along with the successful cooperation, Tegeta Motors remains the largest partner of the Japanese company in the region and completely shares its strategic vision as of a responsible business.   

Davit Chkhaidze - Director of “Tegeta Prime Products”: „Tegeta Motors”, like many global companies with high standards, sees its long-term development strategy in environmental care and greater involvement in environmental projects. For this purpose, Tegeta Motors has been implementing various projects for years. Most recently, the company issued GEL 20 000 000 “Green Bonds”, which will be entirely used for green initiatives. Tegeta’s subsidiary company “Green Planet” has been working for a long time in ecological projects, in particular, in proper management of wastes.

This is the vision of the future in which the development strategy of “Bridgestone”and “Tegeta” is in absolute harmony with each other. Bridgestone’s mission and long-term goals are aimed at environmental care and sustainable development. These principles are the starting point for the development of all the products that “Bridgestone” currently manufactures and plans to manufacture in the future.

Quality, safety, sustainable development and comfort - concurrence of these fundamental values determined the cooperation between “Tegeta” and ”Bridgestone” from the very beginning. The strength of the 25-years long cooperation between these two international brands and the future perspective are based on commitment to values and their enhancement.

Various events and activities celebrating 25 years of cooperation between “Tegeta” and “Bridgestone” will be held in Georgia throughout the year.