Goodyear tires let the good times roll across Asia Pacific

The Goodyear Tire and Rubber Company, which celebrated its 125th anniversary in August, is shifting from a legacy tire manufacturer to a technology-driven mobility company with a focus on the Chinese and Asia-Pacific markets.

"Asia Pacific is the growth engine for Goodyear. We are very excited about the potential of this vibrant region and the future of mobility," Nathaniel Madarang, president of Goodyear Asia Pacific, said.

The tire manufacturer has been attentive to evolving market trends and is driving innovation to shape the future of mobility. The president emphasized that luxury vehicles, SUVs and electric vehicles represent three crucial segments for Goodyear in the Chinese and Asia-Pacific markets.

The company is in the process of developing solutions and products for fleets, autonomous vehicles, connected technologies, electric vehicles and sustainable practices to contribute to the creation of a new mobility ecosystem.

"Whether it is intelligent tires, products for EVs or airless tires that will help enhance autonomous transportation, Goodyear is working to enhance the safety and performance of future mobility with tires being a critical touch point with the road," Madarang said.

The newly launched Electric-Drive lineup brings exceptional load-bearing capacity, superior traction, noise reduction and low rolling resistance.

The company's goal is to incorporate data and sensor-enabled intelligence into all new products by 2027, enhancing safety and efficiency for drivers.

Furthermore, Goodyear is setting its sights on introducing the industry's first 100 percent sustainable-material and maintenance-free tire by 2030.

"The continuous rise of the middle class and the increase of ultrahigh-net-worth individuals in China and Asia Pacific is resulting in increasing demand for high-ticket automobiles across the markets. Increased safety, emissions and convenience options have driven the size and weight of premium performance cars upward," Madarang said.

Earlier this year, the company introduced the Eagle F1 Asymmetric 6, the latest addition to its ultra-high-performance Eagle F1 lineup, as part of its focus on the luxury market. This tire offers exceptional grip in both dry and wet conditions, sporty handling characteristics and reduced noise emissions.

In 2021, Goodyear's acquisition of Cooper Tire played a pivotal role in doubling its presence in China and fortifying its position in the Asia-Pacific market.

"The combination of Goodyear and Cooper unites two leading tire companies with complementary product portfolios, services and capabilities in SUVs to create a stronger leader in the global tire industry," Madarang said.

The Wrangler Duratrac RT tire, equipped with tri-shield technology that enhances sidewall strength, features a robust three-ply sidewall construction and a thicker sidewall. This innovation is anticipated to bolster Goodyear's foothold in the SUV segment and drive growth.

In addition to the unveiling of new products for the luxury vehicle, SUV and EV segments during a regional event held in Malaysia in September, Goodyear also introduced the Assurance MaxGuard to compete in the mid-sized passenger vehicle segment. This segment represents the largest portion of the market.

The Assurance MaxGuard includes ActiveGrip Technology for improved wet road grip and faster braking, along with DuraGuard Technology for increased tire durability against road wear.

"During the event, we showcased a demonstration tire made from 90 percent sustainable materials to advance our aim to create a completely sustainable material and maintenance-free tire by 2030," Madarang added.

Goodyear currently operates in 57 manufacturing facilities worldwide, employing more than 70,000 people.

The company was among the pioneering global tire manufacturers to invest in China back in 1994.

The company maintains two development centers in China — one in Dalian, Liaoning province, and the other in Kunshan, Jiangsu province. Additionally, Goodyear operates three manufacturing facilities across the nation.

The company recently completed the installation of nearly 30,000 solar panels at the Dalian plant, marking the largest global installation of its kind. The panels are projected to reduce carbon emissions from purchased electricity by 17,000 metric tons annually over the span of 25 years.

The global tire market, having reached 2.32 billion units in 2022, is projected by market research firms like IMARC Group to expand to 2.74 billion units by 2028.

In response, Goodyear is affirming its commitment to delivering an extensive product portfolio, advanced technologies and a steadfast dedication to sustainability as it aspires to contribute to a brighter future for society.

- AD