Bridgestone Middle East and Africa (MEA), a global leader in tyres and sustainable mobility solutions, reinforced its commitment to road safety and fleet sustainability through its participation in the Baker Hughes Overland Transportation Safety HSE Event held in Dubai. The event convened major fleet operators and industry experts to exchange insights and best practices in road transport safety.Berk Berksoy, Fleet Solutions OEM & Retread Manager at Bridgestone MEA, delivered a keynote presentation emphasizing the crucial role of tyre safety in ensuring safe, efficient, and sustainable transport operations. He addressed regional fleet challenges such as extreme climatic conditions, performance management gaps, and unplanned breakdowns affecting reliability.“As the first line of defence for heavy vehicles on UAE roads, the importance of high-performance tyres cannot be overstated. Bridgestone’s innovations are designed for the region’s climate and operational demands, offering tools like predictive maintenance and real-time monitoring to enhance safety,” said Berk Berksoy. “Through collaboration and technology, we can build safer roads and a culture of accountability that transforms the transport ecosystem.”During his session, Berksoy showcased Bridgestone’s smart fleet solutions, including Webfleet, a telematics platform that enables real-time driver monitoring and live tyre pressure tracking, and Toolbox, a digital tyre management solution that helps prevent failures through data-driven maintenance.Bridgestone’s participation aligns with its global E8 Commitment, built around eight core values — including Ease, Empowerment, and Emotion — that guide the company in delivering safer, smarter, and more sustainable mobility solutions.The event also encouraged open dialogue among participating fleets, highlighting real-world safety experiences, advancements in truck technology, and best practices for heavy-duty vehicle maintenance to advance road safety in the UAE.