Bridgestone’s commitment to nurturing the next generation of automotive retail talent has gone from strength to strength, with the latest intake gaining invaluable insights into everything from customer service excellence to the future of vehicle diagnostics.
Twelve representatives from leading retail networks and wholesalers including Merityre, Tanvic Tyres, ETS and GT Wholesale, recently completed the immersive three-day initiative, which is now in its fourth successive year.
The Bridgestone Champions programme has become a cornerstone of the company’s pledge to invest in its customers, equipping participants with the knowledge and confidence to become ambassadors within their own businesses.
The latest intake benefited from a packed agenda covering relationship building, retail marketing, communication skills, telephone best practice and face-to-face selling techniques, before turning their attention to technical knowledge and the future of mobility.
Day three saw delegates visit the Delphi Academy in Warwick, one of Europe’s largest IMI-approved automotive training centres, where they gained expert insights into electric vehicles, hybrid technology and advanced diagnostics.
Mark Fereday, Senior Trade Marketing Manager, North Region, said the programme was about much more than product knowledge alone. “The Bridgestone Champions programme continues to evolve and we’re delighted to see it going from strength to strength in its fourth year”
“We want every participant to leave with the confidence and knowledge to make a real difference within their own business. Whether it’s improving the customer experience, strengthening relationships or understanding the technologies shaping the future of mobility, the programme is designed to help our partners thrive.
“The visit to the Delphi Academy was a particular highlight and gave delegates the opportunity to learn from some of the industry’s leading technical experts. As vehicles continue to evolve, it’s vital that we continue to invest in people and ensure that our partners are equipped for the opportunities and challenges ahead.”
Dan Mould from Merityre said: “It’s been a really positive experience and we’ve learned a lot. We’ll be sharing a lot of what we’ve learned to make the customer experience even better.”
Meanwhile, Joanne Harrod from ETS, who works on reception at her depot, said the programme had provided valuable knowledge that would enable her to offer even more informed recommendations to customers based on their individual driving requirements.
One of the most rewarding aspects of the initiative has once again been the camaraderie between participants, with colleagues from different businesses sharing experiences and best practice throughout the three days.
Mark added: “What always stands out is the collaboration. Despite representing different networks and businesses, there is a real willingness among everyone to learn from one another and share ideas. That spirit of togetherness is one of the reasons the programme has been such a success over the past four years.”
The latest Q2 2026 Bridgestone Champions instalment will be followed by two identical programmes in quarter three and four. Any Bridgestone customers interested in finding out more and attending either, email alison.walker@bridgestone.eu
