Goodyear wishes to address the “common misconception” that drivers view tyres as a pure commodity and don’t differentiate among different types and brands. Looking at the outcome of the Ipsos Category drivers and segmentation study 2022, which took place in France, Germany, Italy, Poland, Spain and the UK, Goodyear sees that a growing number of consumers believe having the right tyres is crucial. These tyre buyers look at performance characteristics before making their choice.