Inside Bridgestone: A Conversation with Mike, Sales & Marketing Manager for Motorcycle Tyres in EMEA
Every high-performing tyre is the result of a carefully balanced strategy: market knowledge, technical collaboration, and customer focus. At the T33 launch event in Croatia, we spoke with Mike, Sales & Marketing Manager for Bridgestone Motorcycle EMEA, to talk about what drives his team, how events shape product perception, and what it takes to deliver quality across such a diverse region.
Can you introduce yourself and explain your role at Bridgestone?
“My official title is Sales and Marketing Manager for Bridgestone Motorcycle in EMEA – Europe, the Middle East, and Africa,” he explained. “More specifically, I focus on the replacement market, meaning the tyres people buy in shops when they need to change them. This is different from the original equipment business, which supplies tyres to manufacturers for new bikes.”
How did your career in the motorcycle industry begin?
“After my marketing studies, I always wanted to work for a strong brand,” he said. “I started at Honda Benelux, initially working in the power equipment department, things like lawnmowers and outboard engines. Eventually, I transitioned into the motorcycle side, which made sense because I ride as a hobby.”
“After five years, I felt ready for something new. A job opened up at Bridgestone’s European HQ, and it seemed like a great opportunity to stay in the motorcycle world while also taking a step up in scope and responsibility. I had heard only good things about Bridgestone, so I knew it would be a good move.”
What does your day-to-day work involve?
“It’s very broad,” he said. “On the marketing side, I oversee everything from organizing events like this one, to creating our European product catalogue, managing promotional campaigns, and coordinating with our social media agency.”
“On the sales side, we don’t sell directly from the European HQ, but we manage the regional teams – like Bridgestone France, Italy, Spain – helping them reach their targets and giving them the tools they need. We also translate their sales forecasts into production orders for our factories in Japan and ensure fair distribution across regions.”
“Pricing is another key responsibility, I set the suggested retail price across Europe. And even though I’m not in product development, I try to stay involved to give input from a sales and marketing perspective. After all, we’re the ones selling the tyre, so our insights matter.”
How do you handle the needs of different markets across EMEA?
“Europe may be small, but the markets are very different,” he said. “Southern Europe – like Spain and Portugal – tends to focus more on budget products. In those regions, we make sure there’s enough stock of our more affordable lines.”
“France, on the other hand, pushes hard on our premium range, so we support that accordingly. It’s not just about stock; it affects how we market, which products we promote, and how we support local campaigns.”
Are all Bridgestone motorcycle tyres produced in Japan?
“About 99% of them, yes,” he said. “And Europe is our largest market for motorcycle replacement tyres, we sell over 55% of Bridgestone’s global volume in this segment. That gives us a lot of influence in product development. When our teams in Japan look at what to develop next, Europe’s needs come first.”
What’s the thinking behind organizing an event like this?
“This event is all about exposure,” he explained. “We invite top journalists to try our new product so they can share their opinions across media and social platforms. We’re proud of having a reputation for high-quality events, because when it comes down to it, a tyre may look simple – round and black – but it’s the only thing connecting you and your bike to the road. The event has to reflect the quality of the product. We want journalists to have the best possible experience so that they can properly test the tyre and, hopefully, say positive things about it. Their reviews influence a lot of riders.”
Do you also organize events for dealers?
“Yes, absolutely,” he said. “Dealers still play a big role in influencing what people buy. Some customers come into a shop already knowing what they want, but many still ask for advice. That’s where we want the dealer to be confident in recommending Bridgestone. So we sometimes organize events to reward dealer loyalty and provide additional product training.”
What makes the new Battlax T33 stand out?
“Mileage,” he said without hesitation. “We achieved a 47% increase compared to the previous model. That’s a huge benefit in today’s economy, people want more value for their money. Sure, it means they’ll change tyres less often, but if they’re happy with the quality, they’ll stick with Bridgestone.”
“And don’t forget, most motorcyclists also have a car. If we impress them with our motorcycle tyres, they might choose Bridgestone for their car as well. So we see the motorcycle segment as a brand ambassador for the rest of the company.”
How do you collaborate with different stakeholders while organizing an event like this?
“I work closely with our event agency, which handles a lot of the logistics and coordination,” he explained. “I also stay in touch with our chief mechanic to arrange all the bikes and parts we’ll need at the event.”
“Our product manager plays a key role too. He advises on things like route layout – whether we need tight corners or long sweepers – so the tyre’s strengths are properly showcased. It’s a group effort, and everyone brings different expertise to the table.”
What are the biggest challenges in your job?
“Like in most big companies, budgets are always under pressure,” he said. “You want to do more, but you have to be realistic. Even if your budget doubles, you’ll probably still want to do more. So it’s about finding that balance; being creative and making smart choices.”
What keeps you motivated?
“Every day is different, and I work in a field I’m passionate about,” he said. “I ride motorcycles, I follow motorcycle racing – so this job is personal.”
“These events are also very satisfying. They take months to prepare, but when everything comes together, it feels great. Plus, working with so many different teams and people across regions keeps things interesting.”
One last question—do you have a favorite Bridgestone tyre?
“Yes,” he smiled. “The AX41S. It’s our Scrambler tyre. It’s not our top selling tyre – it’s a niche product – but it looks great and rides well on the road. I love the pattern and the character it gives a bike.”
Mike’s insights reveal the intricate balance between technical performance, marketing strategy, and customer loyalty. While the engineers craft tyres for peak performance, it’s Mike and his team who ensure the story behind each product reaches the right people – dealers, journalists, and ultimately, the riders themselves.
