News Archives

Bridgestone MEA announces appointment of new Sales Director

Jan 10 , 2018


Dubai, United Arab Emirates – 10 January, 2018: Bridgestone Middle East & Africa has appointed Stefano Sanchini as the new Sales Director to help spearhead the organisation’s continued growth across the region.

Stefano Sanchini, who joined as Sales Director contributes more than 18 years of experience in the automotive industry, 14 of which were gained in the tyre industry. Having 5 years of experience in the Middle East and Africa region, Sanchini manages the sales activities for Bridgestone’s Middle East and Africa’s Branches, Commercial Channel Development, Technical Services (Commercial and Consumer) and Retail divisions.

During his career, Sanchini has worked across various functions to understand the inner workings of the sector. He began in Production, before moving on to Supply Chain, IT, Marketing, and finally, Sales.

“Experience has shown me that the MEA region presents automotive brands with a unique set of opportunities, which I’m thrilled to be helping Bridgestone capitalize on,” Commented Sanchini. “A combination of tough road conditions and a passion for driving has seen high demand for commercial and high-performance tyres in the region, along with convenient, affordable maintenance. With this at top of mind, expanding networks of First Stop service centres are currently being rolled out in the Middle East. My goal is to make sure our branches and partners can satisfy the growing demand for quality tyres, and keep the region’s motorists on the move.” He added.

Supporting Sanchini with the task of increasing profitability for Bridgestone in MEA is Berna Akinci who was appointed last year, in 2017, as the Marketing General Manager, following eight years at BriSA Turkey, a joint venture between Bridgestone and the Sabanci Group. In her role, Akinci is responsible for Bridgestone’s product management, market intelligence, channel management, communication, and business planning in the MEA markets.

Akinci carries over experience in these areas from her time at BriSA Turkey, where she rose to the position of Commercial Products Marketing Manager. As such, she was a key member of the management team driving growth within BriSA through strategic initiatives including the development of a second factory, retail expansion, the launch of a non-tyre product portfolio, and the creation of a customer value proposition, among other initiatives.

“This is a very exciting time for Bridgestone. Not only has the company recently launched some fantastic innovations in its product line-up, but we have ambitious plans to grow our retail offer through giving motorists the tyres they need for every road condition.” Commented Akinci.

“We know the automotive market is fiercely competitive here, which makes the department’s role in communicating the benefits of Bridgestone’s products and services all the more important. Ultimately, we want motorists to gain the most from their vehicle, and tyres have an integral part to play in this.” She added.


About Bridgestone Middle East & Africa FZE :

Bridgestone Middle East & Africa FZE (BSMEA) is the headquarters for Bridgestone in the Middle East and Africa region. It was set up with the objectives of speeding up decision-making and action and of optimising regional strategy by identifying market trends close to the region’s customer and market. Bridgestone Middle East & Africa FZE believes in earning the trust and confidence of customers by conducting events to promote and encourage environmental awareness as well as road safety.


For media enquiries, please contact :

Bilal Bhaila
Memac Ogilvy Public Relations
D. +971 4 305 0307

Back to All News