Bridgestone Taps New CEO With Mandate to Revive Growth
Yasuhiro Morita to Take Over Jan. 1
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Bridgestone Corp. named Yasuhiro Morita as chief executive officer to succeed Shuichi Ishibashi, with a stated aim to reclaim its position as the world’s No. 1 tiremaker by 2031.
Morita, 52, will take over as CEO on Jan. 1. He’s currently the company’s chief strategy officer and has been with Bridgestone for almost three decades, including postings in seven countries.
“We must mark our 100th anniversary as the world’s No. 1 tiremaker,” Morita said at a news conference Oct. 23. “We’re determined to reclaim the top spot.”
His immediate challenges include defending margins and sustaining growth amid weakening North American demand, shrinking truck-tire sales and tariff headwinds. Ishibashi, who will be retiring after leading the company since 2020, called 2025 “a year of emergency measures and crisis response” in an interview earlier this month.
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The outgoing CEO alsosaidin the interview that the second half would be tough as Bridgestone grapples with the fallout from a cyberattack that disrupted production.
“I’m confident this was the right time for my retirement,” Ishibashi said at the press conference. He will also step down from the board of directors after the shareholders’ meeting in March 2026.
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Ishibashi’s exit comes as a surprise as he has taken the lead in restructuring efforts in the medium-term plan through 2026, SMBC Nikko Securities analyst Kazunori Maki said in a note. “We focus on how the new leadership will steer the company, which has historically been difficult in our view,” he added.
Morita said he aims to boost product appeal by improving productivity and cutting manufacturing costs, strengthening the global portfolio and building brand image through motorsports. Bridgestone will supply tires to the ABB FIA Formula E World Championship beginning with the 2026-2027 season.
