Goodyear to send clear messages to its customers

Geneva, Switzerland -Arthur De Bok, president of Goodyear's European Union business, says he aims to give consumers, dealers and other customers clear messages. He said Goodyear offers a range of benefits to drivers and Goodyear will ensure that those benefits are spelled out in simple, clear promotional material at every point in the sales and marketing process.

Speaking to journalists at the Geneva Motor Show, he said runflat tyres help avoid all the hassle associated with punctures. He added that the company sold 1.7 million runflat tyres in 2005, claiming a 55 percent market share.

De Bok said the company is concentrating on selling its two premium brands to specific target audiences. Dunlop brand tyres will be sold using the Touch Technology” slogan to signify that drivers can feel the difference when they buy Dunlop tyres. Goodyear brand will be sold as innovative and family- and safety-oriented.

He said the new brand strategy applies initially to Europe, where both brands are equally strong, but the two main brand images will be promoted throught the world in the coming months.

De Bok told ERJ that the other brands in the company portfolio, such as Fulda and Sava need further work. In the immediate future, he said, Goodyear is concentrating on the two primary brands. Different strategies for the other brands will emerge in the future, he added.