SRI: ‘premium, global’ Dunlop to complement ‘bold’ Falken in ‘dual-brand’ strategy
Following its acquisition of Dunlop from Goodyear, Sumitomo Rubber Industries (SRI) has detailed how it plans to deploy a new “dual-brand” strategy, with Dunlop positioned as its “core” and “premium” global tyre brand. SRI was always the front-runner to acquire the brand since it already operates Dunlop in various market segments. While Dunlop rights remain somewhat complex thanks to Goodyear holding on to such segments as Dunlop-branded motorcycle tyres in Europe and Oceania, SRI will now have an almost global focal point in the four-wheel car tyre segment (the deal excludes India, Malaysia, Singapore and Brunei in this segment). By adding the Europe, North America, and Oceania regions to its four-wheel Dunlop business, SRI wants to advance “premiumisation globally through differentiated products and enhancing brand strength” via the brand’s sporting heritage.