A Change For The Better – Cooper-Avon Tyres

In 1997, Avon Tyres, a British-owned rubber goods and tyre manufacturer for over 120 years, was taken over by the American manufacturer Cooper Tire & Rubber Company. The subsequent three years or so have been among the most eventful in Avon’s long history; fears that the British company (annual turnover in excess of 100 million Pounds) would be absorbed by its new parent (annual turnover approaching $4 billion) proved to be groundless. This came as a relief to locals, as Avon was (and still is) the town of Melksham’s largest employer and plays an important part in community life.

On the contrary, Cooper has invested heavily in its first manufacturing base outside the USA and Avon has reorganised, rethought its product offering and, in an uncertain economic climate, prospered. Our article examines how the company has changed and examines its prospects for the future. Managing Director Ron Shield and Marketing Director Julian Baldwin outline the events since the takeover and the way that the Cooper-Avon relationship has developed.