Goodyear Takes Online Tire Sales to Europe

Dec. 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.