After years in Europe as Sales Director, Christopher Chisman-Duffy has returned to Australia in a pivotal role as Head of Channel and Strategic Partnerships at Webfleet, a division of Bridgestone Mobility Solutions. With his wealth of experience, he shared valuable insights into the trends influencing European fleet management and the opportunities for applying those lessons in Australia in an interview with Fleet News Group.
European Trends Driving Fleet Innovation
The European market has consistently led the way in adopting fleet technologies, driven by robust legislation, customer demand, and innovative technological solutions. One of the most significant trends is the integration of telematics with broader mobility solutions, creating a unified platform for improving fleet efficiency and sustainability.
“Telematics has been a big part of the European market for many years now,” Christopher explains. “It’s not just about tracking vehicles anymore. It’s about enabling a connected ecosystem, integrating tyres, fleet management, and platforms into a single solution.”
He highlights the influence of regulation in pushing innovation. For instance, Europe recently introduced tyre pressure monitoring systems (TPMS) as a mandatory feature for certain vehicles, fostering a shift towards data-driven fleet management. “New legislation is coming into effect requiring TPMS on specific vehicle types, which is a great example of how regulatory changes drive technology adoption,” Christopher notes.
Sustainability is another key driver in Europe. Fleets are adopting eco-driving practices and monitoring fuel consumption and emissions. According to Christopher, “Everyone’s focusing on sustainability now much more than they were a few years ago. They want eco-driving insights, and telematics can provide that—everything from fuel consumption to driving habits and emissions.”
The Sustainability Push: Retread Tyres and Eco-Driving
One of the standout features of European fleet sustainability practices is the increased focus on retread tyres. Retread technology, once seen as less effective, has dramatically improved. “Retreads now are much better than they used to be,” Christopher explains. “They are a key part of Bridgestone’s sustainability program and seen as the future in tyre management.”
Despite these advancements, uptake has been slower than expected in Europe, which Christopher attributes to lingering perceptions and a lack of widespread awareness. However, as companies grow more conscious of secondary costs—such as environmental impact and waste management—retreads are gaining traction.
Additionally, eco-driving practices supported by telematics are becoming more prevalent. By analysing driver behaviour, fleets can reduce fuel consumption and lower emissions. “Telematics is providing insights that weren’t possible before. For example, video telematics can monitor driver behaviour, identifying issues like mobile phone usage or seatbelt neglect, and provide actionable feedback to improve safety and efficiency,” he says.
Accelerating EV Adoption in Europe
Europe has also emerged as a leader in the transition to electric vehicles (EVs). Strong government incentives, coupled with a mature infrastructure, have propelled fleets toward decarbonisation. Christopher observes, “EV adoption is much further ahead in Europe. There’s a lot of legislation and infrastructure in place to support it, and fleets are actively integrating EVs into their operations.”
Webfleet has developed specialised tools to aid fleets in this transition, offering solutions for selecting suitable vehicles, optimising charging, and managing mixed fleets of ICE (internal combustion engine) and EV vehicles. “We provide tools to track energy consumption, compare driving behaviours between EVs and ICE vehicles, and help fleets optimise their charging infrastructure,” he explains. “It’s about giving customers the features they need to add EVs to their fleets and become more sustainable.”
Data and Connectivity: The Backbone of Fleet Management
The role of data in fleet management cannot be overstated. European fleets are increasingly relying on real-time data for route optimisation, predictive maintenance, and driver performance analysis. Christopher elaborates, “The integration of tyres and telematics into one solution is unlocking new levels of efficiency and profitability. It’s not just about compliance; it’s about achieving ROI through better insights and decision-making.”
Webfleet’s solutions exemplify this integration. “With video telematics, for example, we’re not just improving safety; we’re reducing secondary costs like fuel consumption and tyre wear. It’s about using data to drive smarter, greener operations,” he says.
Moreover, predictive analytics powered by artificial intelligence is emerging as a game-changer. “AI is allowing us to anticipate maintenance tasks, optimise routes, and even forecast fuel consumption with better accuracy than ever before,” Christopher adds. “It’s a key tool for fleets aiming to stay competitive.”
Lessons for Australian Fleets
Returning to Australia, Christopher recognises that the local market is still catching up in several areas, particularly in foundational practices like tyre management and route optimisation. “There’s a lot of room for growth here,” he observes. “Many fleets still don’t fully realise the benefits of telematics for things like tyre management and sustainability.”
To bridge this gap, Webfleet is focusing on adapting its European solutions for the Australian market. By integrating Bridgestone’s tyre expertise with telematics, the company aims to deliver comprehensive insights that improve safety, reduce costs, and enhance operational efficiency.
Christopher sees immense potential in Australia’s mining and heavy vehicle sectors. “We’ve introduced a satellite network solution to support regional fleets, which is a big step forward. The next step is to work more closely with Bridgestone’s heavy goods team to offer integrated solutions for regional customers,” he explains.
Building Partnerships to Expand Reach
A critical part of Christopher’s strategy in his new role is fostering strategic partnerships. By collaborating with industry associations and leveraging Bridgestone’s network, Webfleet aims to raise awareness of its solutions and expand its market presence.
“We’re looking to further our work with organisations, government departments, peak bodies, and industry associations. These partnerships allow us to engage with their industry, cover upcoming challenges, and help guide technical development to navigate the road ahead.,” he says. “It’s about being a part of the community and building long-term relationships.”
Unlocking the Future of Fleet Management
Looking ahead, Christopher envisions a future where mobility solutions are increasingly integrated, sustainable, and data-driven. Bridgestone’s integrated Webfleet model combines vehicle and tyre management into a single platform, represents a significant step towards the future as a mobility solutions provider. “By consolidating multiple vehicle touch-points into one platform, we’re offering fleets greater transparency, efficiency, and sustainability,” he explains.
This approach aligns with the broader trend toward smarter, greener, and more connected systems. “The European market is set for robust growth in these areas, and we’re working to bring that same momentum and experience to Australia,” he says. “It’s about really helping our customers to achieve continuous improvements.”
A Blueprint for Success
Christopher Chisman-Duffy’s European experiences provide a valuable blueprint for Australian fleets looking to embrace the future of mobility. By adopting data-driven practices, prioritising sustainability, and leveraging strategic partnerships, fleets can unlock new opportunities for growth and efficiency.
“The integration of telematics with sustainability solutions, tyre management, and EV tools isn’t just about keeping up with regulations—it’s about leading the market,” Christopher concludes. “With Webfleet’s expertise and Bridgestone’s resources, we’re poised to help Australian fleets navigate this transformative period and realise their full potential.”
