Brisa
Brisa, the Turkish joint venture between Bridgestone and Sabanci Holding, reports that its factory in Aksaray has gained IATF 16949 certification. Based upon ISO 9001, this international standard demonstrates an organisation’s commitment to quality, continuous improvement, and meeting customer-specific requirements within the automotive supply chain. Brisa’s Izmit plant has held IATF 16949 certification since 2007.
Turkish tyre maker Brisa reports having “reinforced its pioneering position in the market” in 2024 despite challenging conditions. The Sabancı Holding and Bridgestone Corporation subsidiary attributes its growth in international markets under the Lassa brand to operational efficiency, strategic investments, and innovative products and services.
The Republic of Türkiye’s Competition Authority (Rekabet Kurumu) has launched an investigation into companies active in the field of tyre production and distribution within the automotive sector. One affected company is Brisa, the joint venture between Bridgestone and Sabanci Holdings.
Brisa, the joint venture company of Bridgestone Corporation and Turkey’s Sabanci Holding operates plants in Izmit and Aksaray / Turkey and produces PSR, LT, TBR, AG and OTR group tyres under Bridgestone and Lassa brands. The Brisa footprint also includes an R&D center that delivers more than 100 new products a year. One of these is the Revola, a summer comfort tyre that is already leading the Lassa summer PSR line up.
Not so long ago the word ‘inflation’ typically drew thoughts to tyre pressure, at least in our line of work. But the other inflation has made an unwelcome comeback and is eating away at our purchasing power. Over in Turkey, the rate of inflation hit 72% in 2022 and made its presence known in Brisa’s financial results for the year. But against this backdrop of growing Turkish Lira weakness, the tyre maker had a good year.
Bridgestone is donating 1 million euros to efforts to offer relief to those struck by the recent earthquake in Turkey and Syria. Writing in a statement released on 14 February, company officials said:
Brisa, the joint venture between Bridgestone Corporation and Sabancı Holding that holds a leadership position in Turkey’s tyre market, has acquired 88.89 per cent capital shares of Turkish fleet telematics company Arvento Mobile Systems (Arvento) for a consideration of TRY 291 million (£15 million). The transfer price will be subject to some adjustments, taking into account the net debt and working capital levels of Arvento at the closing date.
The Goodyear Tire & Rubber Company has appointed ex-Brisa and Bridgestone executive Hakan Bayman as president of Goodyear’s consumer tyre business in Europe, effective 1 July 2020. Bayman will be based in Brussels and report directly to Chris Delaney, president Goodyear EMEA.
Cenk Alper has become chief executive officer of Sabanci Holding, the Turkish conglomerate behind tyre cord producer Kordsa and co-owner of tyre manufacturer Brisa. He succeeds Mehmet Göçmen, who held this position between 30 March 2017 and 31 July 2019.
Several strategic changes have been implemented within the organisational structure of Turkish tyre maker Brisa Bridgestone Sabanci. The joint venture company has grouped its activities into three main units – ‘Sales’, ‘Marketing and Entrepreneurship’ and ‘International Markets and OE Business’.
Cevdet Alemdar has been appointed chief executive officer of Brisa Bridgestone Sabanci. He started in this role on 15 May, succeeding Yigit Gurcay, who had held this position since August 2015.
Halit Şensoy, international markets director at Brisa Bridgestone Sabanci for the past six and a half years, has been appointed consultant to the chief executive officer, OEM business. This appointment took effect 3 October, and as of that day his former position was taken on by Ertan Kurt, who is now responsible for the Lassa tyre brand’s sales and marketing at an international level.
Turkish joint venture tyre maker Brisa Bridgestone Sabancı Lastik Sanayi ve Ticaret A.S. – or Brisa, as it is more commonly known – intends to primarily utilise a US$150 million long-term loan from the European Bank for Reconstruction and Development (EBRD) and $160 million from a syndicated loan transaction arranged and coordinated by Mitsubishi UFJ Financial Group (MUFG) for the greenfield factory it is now building in Anatolia. A portion of the financing will also be directed towards the expansion of Brisa’s truck and bus tyre plant in Izmit.
Following the pre-launch of its first global TV campaign in December in 2015, Lassa Tyres’ main global TV ad campaign starts began airing during the weekend of 20-21 February 2016. Under the brand motto, “the tyre that never tires”, Lassa Tyres’ first global TV campaign aims to reinforce Lassa Tyres’ brand values, while also capitalising on its sponsorship links with FC Barcelona. Lassa’s 30 second ad campaign on Eurosport available is in more than 54 countries and lasts until May 2016.
Brisa’s Lassa Tyres brand has launched new social media channels to follow its recently refreshed website. The brand now has Twitter and Instagram feeds, as well as a consolidated Facebook profile.
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