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Bridgestone Phasing Out Its Expert Tire Brand

As 2013 drew to a close, Bridgestone Retail Operations (BSRO) announced plans to phase out its Expert Tire brand, which was in place at 80 locations. Management opted to shutter 15 Expert Tire shops as year’s end because of sales volume issues and/or their proximity to other BSRO shops.

Of the remainder, 63 Expert Tire locations will be rebranded as Firestone Complete Auto Care shops and two Expert Tire locations will change over to Hibdon Tires Plus shops.

Management expects the conversion to be completed by the second quarter of 2014.

The products and services offered by all BSRO shops — Firestone Complete Auto Care, Tires Plus and Wheel Works — are to remain the same during and following the transition. These changes are intended to strengthen BSRO’s position in the marketplace and better enable the company to focus its investments in areas that can have the greatest impact on its business model.

BSRO operates more than 2,200 tire and auto service centers across the United States.

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