Bridgestone says Ulf Harring has taken on a new role as chief operating officer (COO) for Europe, the Middle East and Africa.

Harring was COO and executive vice president at Bosch Siemens Home Appliances, Europe and Latin America. Previous executive roles at Daimler (Mercedes-Benz Car Group), Mitsubishi Motors and Electrolux saw him working in Operations, Procurement Management and Supply Chain services.

In November 2013, Ulf was named as Supply Chain Professional of the Year Award by Accenture, SAS Institute and SILF.

"After almost 90 years, the company is a leader in the creation, development and delivery of premium products and solutions for the new mobility era,' said Harring. "It will be personally and professionally fulfilling to work on the challenges we face today and the opportunities that arise in the future."

Harring will be responsible for manufacturing, logistics and supply chain management, procurement, Quality, Environment, Health and Safety (QESH) and IT.

He will report to Bridgestone EMEA CEO and president and executive officer of Bridgestone, Paolo Ferrari. As COO, he will join the Bridgestone EMEA executive committee.

In addition to Harring, Emilio Tiberio, VP of Research and Development for EMEA, has also been appointed to the Bridgestone EMEA Executive Committee.

"The automotive and tyre industry is undergoing rapid change and needs to capture and respond to social, economic and technological opportunities and challenges," said Ferrari.

"Our products and our solutions, such as DriveGuard, Bridgestone Turanza T005, our new Bridgestone Weather Control A005, Tirematics and Fleetbridge, as well as the insights of experts such as Ulf and Emilio, will be instrumental in paving our way forward to be a leader in mobility solutions."