Goodyear Tire & Rubber Co. has pledged to promote its Dunlop brand harder than ever this year.
The Akron, Ohio-based tiremaker will push Dunlop via several channels including a "fairly significant" TV ad campaign, new point of purchase and showroom materials for dealers, credit card programs and a dedicated Web site.
The goal is to position Dunlop as "a youthful brand," according to Derek Jenner, Goodyear Dunlop Tires North America Ltd. vice president of sales and marketing. "The plan is still evolving."
Yesterday, Goodyear unveiled its new Dunlop SP Sport A2 high performance tire at a ride-and-drive event in Nashville, Tenn. Jenner calls the H-rated unit "the first salvo in what will be a significant cumulative building of the Dunlop brand."
The SP Sport A2 will compete against top-line performance products like the Yokohama Avid H4, Bridgestone Potenza RE950, Continental ContiTouring CH95, Michelin Pilot XGT H4 and others. It replaces the nine-year-old Dunlop D60A2, which will be phased out.
Goodyear gained control of the Dunlop brand through its joint venture with Sumitomo Rubber Industries Ltd. that was finalized several years ago.
