Supply chain costs cause increase of price of Bridgestone tires in the European Market

Bridgestone Europe will be increasing the price of their tires in the Europe market as of February 1^st due to increasing costs in their supply chain.  According to Michihiro Suzuhki, director of sales administration in Europe, “the increase in the cost in oil-based raw materials, natural rubber and energy has continued even beyond our expectations and stays at a historically high level.”  He stated that they are trying to reduce costs within their logistics network but they need an alternative method to recover the additional costs.