LyrArc Article Gist
Rich Kramer, CEO of Goodyear since April 2010, says the tiremaker's turnaround strategy was to focus on selling higher technology tires directly to customers at premium prices. About 75% of tires now sold sell at $130 and up. As recently as 2007, 40% of Goodyear's tires were low-end tires selling at retail stores for $60 each. Goodyear has shifted focus from selling to automakers to selling to customers at retail stores. The prior strategy was focussed on covering operating costs and achieving sales volume. Goodyear now sees itself as a consumer products company, in addition to being an auto supplier. Sales were 89.7 million tires in the first half of 2011. A small increase in sales of 2% from the prior period resulted in a 25% increase in revenue to $11 billion, and income of $143 million. Another reason for improvement in sales and profits is better labor relations. This was achieved by investing in new technology and plants, and putting $1 billion into the union health care fund for retired workers. The union agreed to a two tier wage system with more flexible work rules. The new technology introduced by Goodyear includes tires that reduce rolling resistance for commercial trucks and passenger vehicles. Goodyear is working on new technology to increase fuel efficiency. A $1.5 million grant from the Department of Energy funds research for tires with a miniaturized air pump that maintains air pressure. Other research involves tread design that improves fuel efficiency.