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Further Promotion of Globalization |
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Having put all of effort into rebuilding Firestone after its buyout, the company achieved surplus annual profits for the year 1992 with BFE (the headquarters for European operations) and again in 1993 with BFS (Firestone Co. and Bridgestone Tire Co., Ltd of the United States were amalgamated in 1990.)
In order to increase company's brand awareness, Bridgestone reentered the Firestone brand into America's most popular motor sport, the IndyCar race, in 1995, and in 1997 entered the Bridgestone brand into F1 racing.
New production facilities were also established in Thailand, India, Poland, China, the United States and other countries, and this has spurred the company on in the quest for globalization.
![[photo] Pole Position](img/ph_07_01.jpg)
Pole Position network of retail outlets in Russia |
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![[photo] Tire Kan](img/ph_07_02.jpg)
New retail channel, Tire Kan |
![[photo] The plant in Kheda, India](img/ph_07_03.jpg)
The plant in Kheda, India (opened in 1998) |
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![[photo] Return to IndyCar racing](img/ph_07_05.jpg)
Return to IndyCar racing (1995) |
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![[photo] Bridgestone-equipped machine of F1](img/ph_07_04.jpg)
Bridgestone-equipped machine clinched the world championship in the second year of F1 attempt (1998) |
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