NASHVILLE (December 10, 2025) – Bridgestone Retail Operations (BSRO), a subsidiary of Bridgestone Americas announced today that Zachary Borden is the company’s 2025 Automotive Service Excellence (ASE) Master Technician of the Year. Borden was recently honored at an awards ceremony held by the National Institute for Automotive Service Excellence.
In 2016, Borden joined BSRO's Firestone Complete Auto Care brand in Virginia Beach, Va., after graduating with an associate’s degree in automotive technology from Tidewater Community College. He currently holds nine ASE certifications and has surpassed his service productivity rate by nearly 300% for the last two consecutive years. In his spare time, Borden enjoys camping and gardening, and is a dedicated organizer of his area’s Coats for Families drive.
“Zach exemplifies the spirit of this award through his commitment to efficiency, clear and productive communication, and fostering a collaborative work environment,” said Marko Ibrahim, President, BSRO. “He is a standout technician and a trusted advisor for our customers, and it is an honor to recognize his servant leadership.”
“Being named ASE Master Technician of the Year is truly an honor, and I’m grateful to be recognized for the quality of my work,” said Borden. “What means the most to me is the opportunity to grow alongside a team that supports, challenges, and learns from one another every day.”
ASE Technician of the Year honorees are submitted by their employers based on rigorous criteria including ASE test scores, on-the-job performance and community activities. Achieving the recognition is one of the highest honors a technician in the vehicle service industry can receive. Each year, BSRO considers teammates from its more than 2,200 retail locations in the U.S. that operate under the brand names Firestone Complete Auto Care, Tires Plus, Hibdon Tires Plus and Wheel Works.
Relatedly, in October, BSRO’s technician training curriculum achieved National Institute for Automotive Service Excellence (ASE) Accreditation, which is awarded to schools and businesses that meet rigorous standards for automotive service training. BSRO's accreditation aims to provide technicians with a more seamless opportunity to achieve transformative ASE certifications throughout their careers.
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