Is Avon now a motorcycle tyre brand?

Following Goodyear’s takeover of Cooper and the integration of the German Cooper sales organization in Goodyear Germany, the German wing of Gooodyear EMEA has added two more logos to its product portfolio, those of the Cooper and of Avon brands. However, the German introduction of the latter is bringing with it significant changes in the Avon brand’s positioning.

Avon is, of course, a ubiquitously British tyre brand, hailing from the now-closing Melksham tyre production plant which is located alongside the river Avon. Across Europe, the brand has a particularly good reputation when it comes to motorcycle tyres. However, in the UK it brings with it equally strong prestige when it comes to car tyres. Indeed, Tyres & Accessories has repeatedly seen tyre sell-out pricing data over the years that positions Avon slightly above its Cooper sister brand. Now, however, things appear to be changing.

German Goodyear representatives report that Goodyear has decided that the Avon brand will only be offered on motorcycle tyres in the future. Specifically, Claus-Christian Schramm, Goodyear’s Director Sales Replacement Consumer Tire Dealer, Germany shared the news with delegates at the recent Goodyear Retail Systems conference in Königswinter, without offering further details.

Having heard that the positioning of the Avon brand was changing back in January, Tyre & Accessories asked Goodyear EMEA and UK representatives to provide further clarification. We specifically asked:

We have heard Goodyear is prepared/preparing to walk away from the Avon brand, is that correct? The official response was: “As you are well aware, we are continually working on enhancing our brand portfolio so that we get the most out of our brands but we do not plan to exit any brands at this time.”

In light of the recent revelations from Goodyear Germany, further clarity relating to Goodyear’s brand portfolio in general and the positioning of the Avon brand, in particular, is clearly needed.