Goodyear Takes Online Tire Sales to Europe

Posted on December 3, 2019

Four years after Goodyear Tire & Rubber Co. starting selling tires online direct to consumers in the U.S., the tiremaker is taking the platform to Europe.

The company has begun with a pilot program in Germany, available online at: Goodyear says the program "gradually" will be rolled out across the rest of the European region "at a later stage."

“This program responds to the needs of consumers who prefer the convenience of online shopping” says Frédéric Schilling, director of the e-commerce channel for Goodyear's consumer business in Europe.

Goodyear says it has adapted the model of its U.S. online model for "the requirements of the European market for this pilot in Germany." An initial step of the tire selection process asks consumers to choose whether they're shopping for summer, winter or all-season tires.

But just like with the American launch, Goodyear says it is designed with the convenience-driven consumer in mind. It's a streamlined process that includes tire shopping, purchase and installation. Consumers pay for their tires and installation online.

“Goodyear is now offering German drivers a seamless online shopping experience, the superior performance of Goodyear tires and the confidence of having them installed by a trusted local retailer,” says Jürgen Titz, managing director of the company's consumer EU Central and car dealer channel.

In Germany, Goodyear says its "dedicated partner network" of tire installers "currently covers over half of German households within a 30-minute drive." Online tire buyers have their choice of installers, which the company says is particularly important in a seasonal tire market like Germany, where tire mounting appointments are in high demand during peak changeover seasons.

In the U.S., Goodyear started its online sales platform with a pilot in the Chicago market in May 2015. Two months later, dealers in the region detailed mixed results. The platform went national in September 2015.

Related Topics: Europe, Germany, Goodyear, online sales, online tire sales

Comments ( 1 )
  • Pete Kearing, President-H

     | about 2 months ago

    I hope Goodyear treats their independent dealers in Europe better than they do here in the States. We took our twelve retail locations off of the program yesterday. As someone who's been either a Goodyear employee or "independent" dealer continuously since 1974, I feel insulted by the situation they've put us in trying to placate "their" clueless online purchasers who view their shortcomings as our fault. It seems like all of our negative online reviews are tied to this program and the perception that they promote that we're one big happy family even though we make way more money mounting customers' tires without having to track inventory, missed deliveries, and being "told" when we'll be installing these tires. I can count on one hand the number of alignments that we've been able to upsell to this clientele in the hundreds of transactions that we've been fed. As participants from the outset, none of the input we shared in Goodyear "focus groups" were either acted on nor have any apologies ever been given for the "learning curve" we've had to endure as we teach their "associates" how the tire business works! The next consumer who orders up a set of MT's in their pajamas for their metro commuter SUV, because they like the "look" of the tread design, will be someone else's problem, as will trying to explain to this crowd why we can't put a 17" tire on an 18"wheel!

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