Bridgestone names new sales director for MEA region

Japanese tyre and automotive component major Bridgestone has appointed Stefano Sanchini as its new sales director for the Middle East and Africa region.

A statement from Bridgestone said that Sanchini will help spearhead the organisation’s continued growth across the region and will manage the sales activities for Bridgestone’s Middle East and Africa (MEA) branches, Commercial Channel Development, Technical Services (Commercial and Consumer) and Retail divisions.

Sanchini has more than 18 years of experience in the automotive industry, 14 of which were gained in the tyre industry. He has five years of experience in the Middle East and Africa region and has worked across various functions during his career to understand the inner workings of the sector, the statement said. Beginning in production, he moved on to supply chain, IT, marketing and, finally, sales, it added.

“Experience has shown me that the MEA region presents automotive brands with a unique set of opportunities, which I’m thrilled to be helping Bridgestone capitalise on,” said Sanchini. “A combination of tough road conditions and a passion for driving has seen high demand for commercial and high-performance tyres in the region, along with convenient, affordable maintenance. With this at the top of (our) mind, expanding networks of First Stop service centres is currently being rolled out in the Middle East. My goal is to make sure our branches and partners can satisfy the growing demand for quality tyres, and keep the region’s motorists on the move.”

Supporting Sanchini in MEA region is Berna Akinci, who was appointed as the general manager, Marketing, last year, said the statement. She has eight years of experience at BriSA Turkey, a joint venture between Bridgestone and the Sabanci Group and is responsible for Bridgestone’s product management, market intelligence, channel management, communication, and business planning in the MEA markets.

Akinci was also a key member of the management team at BriSA which was involved in initiatives such as developing a second factory, retail expansion, the launch of a non-tyre product portfolio and the creation of a customer value proposition.

“This is a very exciting time for Bridgestone. Not only has the company recently launched some fantastic innovations in its product line-up, but we have ambitious plans to grow our retail offer through giving motorists the tyres they need for every road condition,” said Akinci.

“We know the automotive market is fiercely competitive here, which makes the department’s role in communicating the benefits of Bridgestone’s products and services all the more important. Ultimately, we want motorists to gain the most from their vehicle, and tyres have an integral part to play in this.”  

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