‘Strategic player’ Dunlop to cover 84% of value segment market

Goodyear Tire & Rubber has further confirmed its brand strategy for the coming years, the so-called “redefined roles” for Dunlop, Avon and Cooper, amongst others. The company has de-premiumised Dunlop in anticipation of growth within tiers 2 and 3 of the tyre market in the next half-decade at the expense of tier 1.

Specifically, projections suggest that the tier 2 segment will grow two to three per cent by 2028. Dunlop will thus gain “renewed focus and investment” as a “strategic player within the high-end value segment of the market.” Goodyear is targeting the range at drivers looking for “long-lasting quality at a fair price.” The Dunlop car tyre range will expand to cover 84 per cent of the market from 2024 with summer, winter and all-season products.

While Goodyear will serve as the company’s global premium brand and Dunlop as a pan-European global brand, Avon, Cooper, Dębica, Fulda and Sava will offer solutions for motorists “seeking affordable and durable tyres.” Goodyear states that “all brands will be available throughout Europe to provide tyre dealers additional options ensuring that partnering with Goodyear offers comprehensive coverage across the premium, value and budget segments.”

Avon and Fulda will keep their significant role in the low-end value segment in the UK and in Germany respectively, where they hold “considerable history and recognition in the value tier.” Similarly, Dębica and Sava will retain their remit in the budget segment in Eastern Europe. Cooper Tires will have a long-term focus on 4×4 vehicle fitments, continuing its strong position in the off-road segment.

Coverage for the entire market

According to Goodyear, this repositioning means it is as a group poised to “take advantage of a wider range of the market than ever before,” with brands and products at every price point. The aim is to enhance dealers’ choice when offering Goodyear tyres.

“Our ambition is to continue to grow Goodyear group’s market share and position Goodyear’s portfolio as the most competitive in Europe,” explains David Anckaert, vice president of Goodyear’s consumer tyre business in EMEA. “Our objective is to better deploy our brand portfolio to play to their individual and collective strengths, clearly offering a brand for every type of driver.

“As our premium brand, Goodyear will strengthen its image globally as a symbol of high performance, technology and efficiency. Our other brands are strategically positioned to offer value to our customers and provide a wide variety of options for consumers.

“We are confident that our continued investments in the repositioning of Dunlop brand in Europe will enable us to capitalise on its brand awareness and drive channel growth within the top tier of the value segment.”