In the fast-evolving world of motorcycle tyres, strategic vision and a deep understanding of both product and people are essential. Few embody this balance better than Nico Thuy, Director of Bridgestone’s Motorcycle Business for Europe, the Middle East, and Africa (EMEA). With more than a decade at the helm, Nico leads a team responsible for the region that represents over half of Bridgestone’s global motorcycle volume. We spoke with him at the T33 launch event in Croatia to learn more about his leadership approach, the strategy behind product development, and the role of passion in driving lasting success.
Can you tell us about your role and responsibilities at Bridgestone?
“I’m responsible for the motorcycle business within Bridgestone for Europe, the Middle East, and Africa,” Nico said. “But in reality, around 95% of the volume comes from Europe.”
“It’s an end-to-end responsibility,” he explained. “That means responsibility for the business as a whole, including its market performance and financial results. We don’t produce motorcycle tyres in Europe; they’re made overseas, mostly in Japan, with some scooter tyres in Thailand. But since Europe is our biggest market globally, we are very involved in the development process.”
Nico added that Europe sells between 55 and 60% of Bridgestone’s global motorcycle volume, which means his team is in “the driver’s seat” for upcoming product concepts. “The concept often starts here. Technical development is done in Japan, but we’re in constant communication, and many tests also happen in Europe.”
How did you end up in the motorcycle industry?
“We’d have to go back a long time,” Nico smiled. “I studied applied economics, oriented in finance. My first job was in accounting, and the biggest lesson I learned from that was: it’s not what I want to do.”
After exploring roles in finance and banking, Nico made a shift. “I wanted to be more sales-oriented, so I moved into the car business, at Honda Belgium. That was the start.”
His passion for vehicles was lifelong. “My dad had cars, motorcycles… I grew up with it. When I was working at Honda, I met someone from Kawasaki who told me about his job. I told him, ‘that’s what I want to do.’”
He didn’t start at Kawasaki, but instead joined Yamaha’s Belgian importer in 2000. “We did motorcycles, scooters, marine products, accessories – all kinds of things. That’s how it started.”
After a few more industry steps and a return to the car sector, Nico joined Bridgestone ten years ago. “The job itself hasn’t changed much, but the scope and responsibilities have. Over time, our role in Europe became more globally impactful. We’re now considered a key pillar in global strategy, that evolved through the years.”
What does your typical day look like?
“At the end of the day, it’s about making sure the whole business runs well,” Nico said. “That means staying connected to all areas of the business and, above all, ensuring people enjoy what they do.”
He described his leadership style as collaborative. “We talk a lot. We don’t take decisions alone – not me, not any team head. We discuss everything together.”
He emphasized that passion and performance go hand-in-hand. “When people enjoy their job and feel good doing it, they do great things. And when that happens, results follow. Volumes and profits are the consequence of doing things well together.”
What role does an event like this play in your overall strategy?
“An event like this is part of a longer chain,” Nico said. “Preparation started months ago. The first communication about the T33 went out in October 2024, which meant that by September we were already producing photo and video assets.”
He explained that social media is a major focus. “We don’t just do a press release. Social media activity started in October and ran until the end of the year. The product hit the market on January 1st, but most of Europe doesn’t start riding until March or April.”
“This event is our chance to bring in journalists from across Europe and the U.S. to test the T33 on all kinds of bikes. Touring bikes, light naked bikes, big adventure bikes – the tyre has to work well across them all. We also use this event to create more photo and video content for our own platforms like grippingstories.com.”
What sets the T33 apart from the previous T32?
“The T32 was already a very good tyre,” Nico said. “But we saw one big area where we could improve: mileage.”
“With the T33, we’ve improved mileage by 47%. That’s a massive step. It saves money for the customer – and at the same time, the tyre still offers sporty, agile handling.”
“It’s a touring tyre, but it has a sporty character. Even when you’re just riding to work, it should be enjoyable. That’s the beauty of this business, it’s about enjoyment.”
What kind of feedback are you looking for from the journalists here?
“For me, it’s about honest feedback,” Nico said. “I don’t like to ask directly, it can put people in an uncomfortable position. I prefer to wait until they start talking on their own.”
He added, “We trust the product. We’re confident in what we’ve developed. But whatever feedback we get, positive or not, we use it. Not just for touring tyres, but across all segments.”
Bridgestone gathers this input both locally and centrally. “We speak to journalists at events and on a regular basis. Customers too. All of that goes into the planning for future development.”
What has been the biggest challenge in your job?
“If I look back over the last 10 years, the biggest challenge is continuing to grow,” Nico said. “We’ve grown a lot, but keeping that growth going, that’s the target. It’s a long-term challenge.”
There are also short-term challenges, like balancing priorities. “It’s May 2025, and we’re still working on this year’s goals, but we’re also already preparing for 2026. You have to manage both without creating stressful periods.”
And there’s also the challenge of protecting what’s already working. “We have a very good reputation with our dealers. If we say we do something, we do it. That consistency, that DNA, we need to protect it. It’s not just my job. It’s something the whole team watches over.”
And the most rewarding part?
“When you’re at an event like this,” he said, “and everything runs smoothly, people are smiling, the bikes are ready, the tyres are ready, journalists are happy. That’s very rewarding.”
“In the evening, we sit at the table, we laugh, we share stories. The next morning, new journalists arrive, and we do it all over again. That’s the best feeling. That makes me smile.”
What keeps you excited about working in the motorcycle world?
“All of this,” he said. “There are still so many challenges. And the job is very broad – sales, marketing, development, finance. You never get bored.”
“We’re a small department inside a big company. But we try to be an example, to show that it’s possible to combine enjoyment with great results. And when I see the results we’ve achieved together, I’m proud of the team.”
Last question: what’s your favourite Bridgestone tyre?
“My favourite tyre is the A41,” Nico said. “I like to ride big adventure bikes, and the A41 is perfect for that. You can ride long distances, alone or with a passenger, in the wet, it handles everything and gives you all the safety and comfort you need.”
Whether it’s leading strategic planning, listening to the voice of the rider, or simply enjoying the camaraderie of a team dinner after a successful day, Nico Thuy represents a leadership style rooted in purpose, openness, and passion. His vision continues to shape not just Bridgestone’s motorcycle division, but the experiences of thousands of riders across Europe and beyond.
