# DisruptED in Advanced Manufacturing: The Bridgestone Story with Will Robbins Pt. 1

By Ron Stefanski · Published 2025-02-14 · Updated 2026-03-26 · Transportation on MarketScale
Canonical: https://www.marketscale.com/industries/transportation/disrupted-in-advanced-manufacturing-the-bridgestone-story-with-will-robbins-pt-1

> A major tire manufacturer navigates the challenges of electrification and sustainability in a rapidly evolving automotive landscape

## Key points

- A major tire manufacturer navigates the challenges of electrification and sustainability in a rapidly evolving automotive landscape

Block Field

The automotive world is seeing some unprecedented change, and the tire industry is no exception. As electric vehicles (EVs) grow in popularity, sustainability is a major concern. With new mobility trends emerging, companies like **Bridgestone** are at the forefront of innovation. Additionally, with the popularity of vehicles on the road being fitted with **Bridgestone** or Firestone tires, the company's impact on transportation is undeniable.

How are **Bridgestone** Tires adapting to technological disruptions, and what role does sustainability play in the future of the industry?

On this episode of "[DisruptED](https://marketscale.com/shows/disrupted/)," host [Ron J. Stefanski](https://marketscale.com/ron-j-stefanski/) welcomed [**Will Robbins**](https://www.linkedin.com/in/will-robbins-72b3a417a), Executive Director of Strategic and Product Portfolio Planning at [**Bridgestone Americas**](https://www.bridgestoneamericas.com/en/index). Robbins is a 20-year industry veteran, shares insights into **Bridgestone**'s approach to innovation, sustainability, and the evolving landscape of the tire business.

During the episode the two discussed how:

- Electric vehicles create unique demands on tires due to increased weight, torque, and alignment differences, requiring specialized solutions.
- **Bridgestone** is leading the charge toward 100 percent renewable and recycled materials by 2050,
- **Bridgestone**'s **Bandag** brand extends the life of commercial truck tires through retreading, significantly reducing waste and promoting cost-efficiency for fleet operators.

### About the Guest

**Will Robbins** is the Executive Director of Strategic and Product Portfolio Planning at **Bridgestone Americas**. He has over two decades of experience in the automotive and tire industry, and has played a key role in developing innovative product strategies that address the needs of a rapidly evolving market. Robbins has a background in mechanical engineering and has worked extensively with major automotive OEMs.

Tags: Bridgestone, Bridgestone Tires, DisruptED, EVs, Ron J Stefanski, tire industry, tires, transportation, vehicle, Will Robbins

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