We caught up with Andrew Moffatt, managing director, Bridgestone Australia and New Zealand, known globally in the tyre industry. 

How important are franchise territories?

Recognising the importance of franchise territories, we undertake robust analysis to ensure sustainable marketing zones are established. This helps ensure our franchisees can maximise sales and profits in their local zones. Every franchisee is supported with the allocation of a primary retailing area in which only the assigned store can market.

Is multi-unit franchising encouraged?

Multi-unit franchising is encouraged, but only at a time when the franchisee is well established in their existing store and significant preparation has been completed to ensure they are ready for second and third store opportunities.

What are some challenges that come with owning an automotive franchise?

The market is becoming increasingly competitive, with cheap tyre brands attempting to enter the Australian market.  The challenge from a franchisee’s point of view is to sell a quality product that the customer will be satisfied with and will return to buy again next time. While selling a cheap product might work in the short term, the delivery of value through quality products and a high standard of service is the recipe for long term success.

Who is an ideal franchisee?

Our franchisees come from a range of different backgrounds – some have a passion for cars and motoring and some do not. Bridgestone stores are required to be open five and a half days a week, offering a better work-life balance than many other franchise options. Franchisees who are owner operators are usually the most successful, suggesting that those involved in the day-to-day running of their business produce the best results.

Where is an ideal site?

Successful Bridgestone stores may stand alone, located within shopping centres, in auto alleys or in strong residential or light industrial areas. While store location plays a role, the proactive, motivated franchisee behind that store is ultimately the key to its success.   

What kinds of accreditation or qualifications are required to run an automotive franchise?

We provide all the training and support required to successfully operate a tyre and auto franchise.

What is the initial investment cost of a franchise and how long is a term?

The investment required to open a new Bridgestone Select is typically around $350,000 to $400,000, with the cost depending on a number of variables, including the size of the store and whether workshop equipment is owned or leased. Terms are five years with a five year option.

What is different about your franchise model?

A core component of Bridgestone Select’s success is its ability to offer consumers a one-stop-shop for all their tyre and auto servicing needs. This allows our franchisees to improve customer loyalty and retention by engaging with their customers regularly throughout the year – generating additional revenue.

What kind of support is included from the network?

Our franchise support executives provide dedicated support to franchisees, helping them implement the Bridgestone Select systems and processes and offering ongoing advice on how they are performing and how they can improve their profitability.

We also work closely with franchisees to conduct local area marketing. Every new franchisee completes our week-long induction program, which is customised to their experience and understanding of the tyre and auto servicing industry. From there, they engage with ongoing online training modules, in store training and product knowledge training. Our national and state conferences are further opportunities for franchisees to enhance their business knowledge.

What are some misconceptions about owning an automotive franchise?

Often people are under the impression that to run a successful Bridgestone Select franchise they need to be interested in motoring, which is not the case. Franchisees do not need to be mechanics to be successful either. We provide significant training and support to help franchisees drive the auto servicing side of their business.

Find out more about automotive franchises.