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Premium global brand – SRI’s plan for Dunlop

Author: Stephen Goodchild Comments: 0
The aim is for Dunlop to “establish itself as a premium tyre brand in the global market” (Image: SRI)

The team at Tyrepress.com was puzzled when, as announced late in 2023, Goodyear strategists relegated Dunlop to the status of pan-European value tyre brand. The stated aim of positioning Dunlop within Tier 2 was to capitalise on projected growth within this segment, not to mention a wish to avoid cannibalising the Goodyear brand’s market share, but by this time Goodyear was already pursuing “strategic alternatives” for Dunlop as part of efforts to “optimise” its portfolio. Why devalue a brand you intend to sell? This logic remains opaque, but it hardly seems to matter now – Dunlop is destined to regain its premium status across Europe.

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Related news:

  1. SRI: ‘premium, global’ Dunlop to complement ‘bold’ Falken in ‘dual-brand’ strategy
  2. New year, new business structure – SRI making changes in North America
  3. SRI to stop Dunlop production at US plant, focusing on Falken brand
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