Keegan Outlines Strategies to “Weather the Economic Storm”

In his address at The Goodyear Tire & Rubber Company’s 2009 Annual Shareholder Meeting on April 7, chairman and chief executive officer Robert J. Keegan said he remains confident in Goodyear’s ability to drive performance during challenging economic conditions and emerge in a position of competitive strength. This confidence, he said, derives from Goodyear’s “game tested” leadership team, a proven track record based on strong strategies and continued new product success, as well as actions the company is taking to improve its cost structure and strengthen its cash position.

“It is very clear to us that given the challenging 2009 economic environment, our intense focus on the ‘Seven Strategic Drivers’ remains a solid strategic foundation,” Keegan said. “As we address our market challenges head-on, we are not creating a new path. Rather we will be taking a proven path to the next level.”

Keegan identified three specific areas that he said will keep the company on its path toward success. These are:

Top line – encompassing new product leadership, building core brand strength and leveraging Goodyear’s industry-leading distribution network;

Lowering costs – aggressively aligning Goodyear’s cost structure with today’s lower industry volumes; and

Managing for cash – focusing on the strength of Goodyear’s balance sheet and generating funds to reinvest in the business.

Keegan said his confidence is strengthened by the support of Goodyear’s dealers and their enthusiasm about the company’s global plans to launch more than 50 new products in 2009. Among these new products is Goodyear’s Assurance Fuel Max tyre. The Assurance Fuel Max, says Goodyear, provides 27 per cent less rolling resistance than the standard Assurance tyre. This equates to a 4 per cent improvement in highway fuel economy.

“During challenging economic times, new products, strong dealer support and innovative marketing programs will be the core revenue-generating strengths for Goodyear,” Keegan said.

Commenting about the impact economic conditions had on the tyre industry and on Goodyear in 2008; Keegan noted the significant decline in industry demand, especially in the fourth quarter. “However, we should not let the global economic decline overshadow the many positive actions that we took and the results that we achieved in 2008 as we successfully executed against our proven strategies,” Keegan said. He added that Goodyear’s goal in 2009 is to reward the confidence and support of its dealers and shareholders by “aggressively positioning Goodyear to weather this economic storm and to seize upon the opportunities when our markets rebound, as they inevitably will.”