Published: December 4, 2023

Bridgestone And SweetRush Tread New Ground With Tire Sales Training Program

Bridgestone and SweetRush join forces to launch Consumer Tire Education, a collection of highly engaging, gamified mobile training resources for sales associates.

SweetRush, Inc.

Carolina Montero

[email protected]


San Francisco, Calif., December 4, 2023 — Bridgestone Americas, a global leader in tire technology and service, and SweetRush, a leading provider of custom learning solutions, announced the launch of an award-winning, mobile-friendly, high-engagement sales training and performance program: Consumer Tire Education (CTE).

Bridgestone Education Network

The brainchild of a multiyear collaboration between Bridgestone and SweetRush, CTE has reached over 30,000 sales associates throughout Bridgestone's extended enterprise of independent tire dealerships and retailers. CTE's innovative approach to sales training has been recognized with over 80 learning and development awards, including a 2023 Brandon Hall Group HCM Excellence Award for Best Advance in Learning in the Flow of Work.

"The Bridgestone team's embrace of gamification, immersive technologies, and innovative mobile learning modalities proves that sales, product, and customer service training can be not only engaging and fun but also a competitive differentiator within a crowded marketplace," shares SweetRush Solution Architect Danielle Silver.

Bridgestone's Consumer Tire Education

CTE leverages a range of leading-edge learning modalities and technologies to earn the attention of tire sales associates at independent retailers and help them acquire consultative selling skills and Bridgestone product knowledge. This mobile-friendly, flow-of-work learning program combines a suite of 40 engaging microlearning courses and five games, which feature animated video, Virtual Reality (VR), Augmented Reality (AR), storytelling, and humor.

Thanks to CTE resources, tire sales associates are learning to:

  • Uncover customer needs and preferences and recommend the correct tire based on their vehicle type, typical driving conditions, and driving styles.
  • Share the competitive advantages of Bridgestone safety and performance technologies.
  • Leverage customer-facing AR-enhanced "sell sheets" during the sales process to bring Bridgestone tire technology to life.

"I'm extremely proud of the industry-leading training that our team has produced for sales associates. This program has been a game-changer for how we educate and build loyalty with our sellers and independent dealers," said Richard Plant, Executive Director of Product and Technical Training at Bridgestone.

Richard Plant on Bridgestone's training program

Learners are equally enthusiastic, with one learner sharing, "The Bridgestone education program has benefited me in so many ways, from being knowledgeable on the products to understanding the basics a tire sales associate may need."

The Bridgestone-SweetRush team looks forward to continued success, collaboration, and innovation as they identify fresh opportunities to meet the evolving needs of tire sales associates.

About Bridgestone Americas

Bridgestone Americas, Inc. is the US-based subsidiary of Bridgestone Corporation, a global leader in tires and rubber, building on its expertise to provide solutions for safe and sustainable mobility. Headquartered in Nashville, Tennessee, Bridgestone Americas employs more than 45,000 people across its worldwide operations. Bridgestone offers a diverse product portfolio of premium tires and advanced solutions backed by innovative technologies, improving the way people around the world move, live, work, and play. For more information, visit Bridgestone's website.

About SweetRush

SweetRush is trusted by many of the world's most successful companies to help them improve the performance of their employees and extended enterprises. SweetRush is known for exceptionally creative and effective solutions that combine the best of learning experience design with highly engaging delivery. SweetRush services include custom L&D solution design and development, high-performing staff-augmentation talent staffing, certification development, cultural alignment, and innovative learning technologies such as VR, AR, and AI. SweetRush's work has earned a long list of awards and accolades in collaboration with its world-class clients. Discover more at SweetRush.