Robert Keegan explains his seven-point strategy

In Las Vegas, where the SEMA show is currently taking place, Goodyear’s chairman, CEO and president Robert J. Keegan found the time for an exclusive interview with TYRES & ACCESSORIES. It wasn’t his plan, says Keegan, to only bring in new executives from outside into the company, but to promote long-time colleagues as well, if they were capable of leading.

But Keegan doubts that those who have led Goodyear into the current crisis are those who can bring the company out of this situation. The chairman of the tyre maker calls this “changes for victory.” Keegan is convinced that right now he has the appropriate personnel aboard in order to move ahead with the company.

Keegan points out seven key elements of his strategy: leadership, cash is king, cost structures, tapping the full potential of all channels of distribution, product leadership, build-up and upgrading of Goodyear’s brands, and an optimal supply chain. In Northern America Goodyear expects a remarkable improvement now that Jonathan Rich, who is president of North American Tire, has been able to hire the right team. According to Keegan this is “the best team we have ever had in this area.