Bridgestone South Africa

Bridgestone Geared For Growth

Dec 15, 2021
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Bridgestone Southern Africa - Passenger Tyre Replacement Business Lead Yaasier Abrahams

Yaasier Abrahams appointed in crucial role as Executive Manager: Consumer Replacement 

JOHANNESBURG – Newly appointed Executive Manager for the Passenger Tyre Replacement Business at  Bridgestone Southern Africa, Yaasier Abrahams, is geared to lead the company’s into a new era of sales growth with particular focus on Supa Quick, car dealerships’ as well as the retail trade sectors of the market. 

Prior to his appointment, Abrahams served as the Executive Manager for Original Equipment Manufacturing (OEM) Business, and also lead the Car Dealership, Motorsport and Motorcycle sales channels from May 2020 until September 2021. His accomplished career includes leadership roles at a variety of multinational corporates, including Mastercard, Sureswipe, more than 15 years at Shell in South Africa and the United Kingdom. 

“I look forward to this new challenge,” Abrahams says. “Our reach through the Supa Quick network as well as our Channel Partners like Tiger Wheel & Tyre, Tyremart, the Point S Group, Best Drive and our Independent outlets, affords us a great opportunity for growth. Our Supa Quick network in particular has such an incredible national and regional footprint. Each store is well-positioned, and are cornerstones in the communities they operate in.” 

“By taking our Bridgestone philosophy of serving society with superior quality to heart, I look forward to cementing our leadership position in the market and growing the business with our channel partners,” says Abrahams. 

In his most recent role at Bridgestone, Abrahams led the sustainable growth of the OEM business with Bridgestone’s key partners in the automotive sector including Toyota, BMW and Mercedes-Benz SA.  He successfully oversaw the delivery of two exciting new tyre development projects including the new Toyota Corolla Cross as well as the recently launched next generation Mercedes Benz C-Class whilst also enhancing the value proposition for sales into the Car Dealership Channel. 

Abrahams has the challenging task of unlocking sales potential within a highly competitive retail sector. 

“Competition is strong in the market, but we strongly believe in the quality of our products, and the great service delivered by our passionate sales and operational teams” asserts Abrahams. “We will continue to support our customers as well as our end consumer with our strong heritage and service capabilities. While we acknowledge that competition will always be there, it is healthy, and helps us ‘up our game’ in service, responsiveness, and the way we serve our customers.”


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Bridgestone South Africa

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