Goodyear EMEA responds to global challenges
Consumer research conducted by IPSOS on behalf of Goodyear played a role in the repositioning of Goodyear at the top of the brand basket as well as the clarification of Dunlop and as what might be called an extra value brand beneath Goodyear
In mid-October Tyres & Accessories visited the Goodyear EMEA headquarters in Brussels, Belgium, to hear more about exactly how executives are leading the business through its recent tumultuous times. The group of executives Tyres & Accessories met with specifically included David Anckaert, Goodyear EMEA vice-president, consumer; and Troy Scully, vice president, communications and public affairs EMEA. The topics we covered included business transformation, manufacturing optimisation and brand reorganisation. The full article is published in the November edition of Tyres & Accessories, but here’s a brief preview of that detailed response.
As both Elliott’s letter and our previously-published critical evaluation of that thesis found, Goodyear would benefit from rationalising its position concerning its various brands. And that is exactly what Goodyear EMEA executives have sought to do. In short, Goodyear is being re-premiumised in relation to Dunlop and clear water is being made between Goodyear and Dunlop in both price and product position terms.
For their part, Goodyear executives explained that Goodyear aims to offer “its most competitive portfolio of premium, value, and budget brands that can meet the needs of any type of consumer in an evolving market”.
To that end, “the Goodyear brand will stand alone with a unique premium positioning, for consumers who want to upgrade their driving experience”. That strategic gear change means the performance sentiments previously associated with Dunlop will now be incorporated into the Goodyear brand.
In other words, “as the fastest-growing premium brand in Europe, [Goodyear’s] current range offers its strongest ever tyre line-up. Goodyear will continue to offer award-winning products like the Vector 4Seasons, Eagle F1 Asymmetric 6 and UltraGrip Performance feature cutting-edge technologies and innovations, competing head-to-head with Michelin, Bridgestone, and Continental”, executives explained.
This article is a preview of the full interview that will be published in the November edition of Tyres & Accessories magazine. Not a subscriber? No problem, click here to become one.
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