Way back in 1928 when building up the mass production and volume
sales system of Jikatabi and rubber shoes, Shojiro foresaw a big
future demand for car tires in Japan and sought in a remarkably
prescient move, to produce Japanese-made tires based simply on the
knowledge that the key product in rubber industry in western countries
was the car tire.
Cars in the U.S.A. during the period numbered 23 million while
in Japan they numbered less than 80 thousand. Given that most of
the car tires used in Japan were either imported from Europe or
America or made at foreign-owned factories in Japan, there existed
virtually no market for Japanese-made tires. Notwithstanding the
absence of a market, Shojiro strengthened his resolve to launch
the business in the new industry with the capital earned through
his Jikatabi and rubber shoes business. Fuelled by the desire to
promote national exports and to help the government earn foreign
exchange, his bold move effectively created a new industry overnight
where there was previously no such industry.
In another astute business decision, the company name "Bridgestone"
was created as a marketing strategy to enhance its product image
in light of the fact that foreign products were fashionable and
highly regarded in Japan in those days. First, Shojiro translated
his last name メIshibashiモ into English, "Stone Bridge".
He then transposed it to the better sounding "Bridge Stone",
making the latter his company name and trademark.
The move proved to be a strategic one that succeeded in helping
the company's products gain widespread acceptance in overseas markets,
thus fulfilling Shojiro's goal of earning foreign money through
the tire exports.
The Bridgestone Tire Corporation was thus established in 1931 with
the goal "to produce the best tires in the world using Japanese
capital and technology alone". Shortly after its establishment
however, the company faced technical troubles of massive proportions:
Having only just introduced the total quality control system that
guaranteed the exchange of any defective tire for a brand new one,
one hundred thousand tires had to be recalled for the following
three years. Despite the setback, as the technology advanced, the
companyユs reputation grew over time and consequently, sales and
profits also increased steadily. Throughout the growth of the company,
Shojiro had always conducted the affairs of Bridgestone Tire Corporation
as President, Chairman and later, as Executive Adviser.
After the war, the business expanded dramatically as the Japanese
car industry took off rapidly. Bridgestone, operating 46 plants
in 23 nations, is today the No.1 company in the global rubber industry.
The successes can be attributed directly to Shojiro's vision and
endeavors.