Bridgestone Names Yasuhiro Morita as Global CEO in Youth-Driven Succession

Key facts

• Yasuhiro Morita, 52, will become Bridgestone's global CEO on January 1, 2026.
• Current CEO Shuichi Ishibashi, 71, will step down as representative executive officer on December 31, 2025.
• Ishibashi will also resign as director at the annual shareholders' meeting in March 2026.
• Morita has nearly 22 years of overseas experience, the longest among any Bridgestone CEO.
• Bridgestone reduced about 40% of its global factories under Ishibashi's restructuring since 2020.
• The company aims to accelerate growth with a younger management team as restructuring nears completion.
• Bridgestone will celebrate its 100th anniversary in 2031.

A Leadership Handoff at a Pivotal Moment

Bridgestone, the world's largest tire manufacturer, has announced a generational shift in its executive suite. Vice President Yasuhiro Morita, 52, will ascend to the role of global chief executive officer on January 1, 2026, succeeding Shuichi Ishibashi, 71, who has led the company since 2020. Ishibashi will vacate his position as representative executive officer on December 31, 2025, and will also step down from the board of directors at the annual shareholders' meeting scheduled for March 2026. The move marks the end of a five-year tenure defined by aggressive cost-cutting and portfolio rationalization.

The New CEO: A Veteran of Global Operations

Morita brings extensive international experience to the top job. At a press conference on the day of the announcement, Ishibashi described his successor as an "overwhelmingly young and action-oriented talent" with nearly 22 years of overseas assignments — the longest of any Bridgestone CEO in history. Morita's career has been built largely outside Japan, giving him firsthand knowledge of the company's far-flung markets. The choice signals that Bridgestone intends to maintain its global footprint while injecting fresh energy into its leadership.

Restructuring Nearly Complete, Focus Shifts to Growth

Since taking the helm in 2020, Ishibashi has overseen a sweeping restructuring of Bridgestone's operations. The company closed or consolidated roughly 40% of its factories worldwide, shedding unprofitable businesses and streamlining production. With those efforts now showing results, the board has decided that the time is right to rejuvenate management and pivot toward growth. The leadership change is intended to accelerate the company's momentum as it approaches its centennial in 2031.

A Broader Wave of CEO Successions in Japan

Bridgestone is not alone in refreshing its C-suite. A series of major Japanese corporations have recently announced top-level changes. Shiseido's former president Masahiko Uotani stepped down as senior advisor in January as the cosmetics group pushes organizational renewal. Dentsu Group named Sano Suguru as its new president in February, replacing Hiroshi Igarashi. And SoftBank Group appointed Arm CEO Rene Haas as its international head in April, signaling a pivot from investment to artificial intelligence. These moves reflect a broader trend among Japanese companies to accelerate leadership transitions as they navigate post-pandemic challenges and technological disruption.

What Lies Ahead for Bridgestone

Morita will inherit a company that is leaner but still faces headwinds from volatile raw material costs and shifting demand for electric vehicles. Bridgestone has also begun investing in recycling infrastructure, breaking ground on a plant in Gifu Prefecture to decompose and recycle scrap tires. The new CEO's immediate priority will be to sustain the recovery in earnings while charting a course for long-term growth. With a younger leader at the wheel, Bridgestone is betting that a fresh perspective can drive the next chapter of its century-long history.

The bottom line

• Bridgestone's CEO succession is part of a deliberate strategy to inject youth and global experience into top management after a period of deep restructuring.
• Morita's nearly 22 years of overseas assignments make him the most internationally seasoned CEO in the company's history.
• The restructuring under Ishibashi, including a 40% reduction in global factories, has stabilized the company's finances and set the stage for growth.
• Bridgestone aims to accelerate its growth trajectory as it approaches its 100th anniversary in 2031.
• The leadership change mirrors a wider trend in Japan, where major firms like Shiseido, Dentsu, and SoftBank are also refreshing their executive ranks.