Cooper Tires Becomes Goodyear’s Sole Tier-Two Brand in EMEA

Goodyear has reshaped its EMEA consumer portfolio, confirming Cooper Tires as its only second-tier brand across the region. The move, announced on 2 October 2025, aims to simplify brand architecture and sharpen segment coverage from premium to value. It follows recent portfolio changes and leadership updates within Goodyear’s regional business, positioning Cooper to build on its durability heritage and 4x4 strength.

Goodyear will concentrate all second-tier consumer activity in EMEA under the Cooper Tires name, creating a simpler step between budget offerings and Goodyear’s premium range. The company says this preserves Cooper’s recognised positioning in 4x4 and off-road while broadening its role into mainstream replacement segments. According to Goodyear’s Q2 2025 update, EMEA original equipment (OE) unit volumes rose 10.9%, signalling momentum in fitments as the market normalises.

“Cooper Tires has long been known for its strength in the 4x4 and off-road segments in EMEA, and we’re excited to build on that foundation,” said Jan-Piet van Kesteren, Managing Director EMEA & Chief Sales Officer EMEA Consumer. “We are amplifying that success by offering Cooper customers a distinctive value proposition in EMEA, combining heritage, durability, and a renewed focus on market-specific needs.”
“With Goodyear prominent in the premium space and Cooper Tires continuing to demonstrate consistent quality and durability, we are confident in our ability to deliver the right products, at the right time, to the right markets across our region.”

Context From Recent Tyre News Coverage

• Goodyear completed the $735m sale of Dunlop brand rights to Sumitomo in May 2025, a key portfolio step that precedes today’s brand simplification.
• EMEA consumer leadership has also shifted, with Jan-Piet van Kesteren appointed Managing Director EMEA & CSO EMEA Consumer, effective 1 September 2025, the executive quoted in today’s announcement.

What Dealers and Distributors Should Expect

• Clearer laddering: Premium remains Goodyear; Cooper consolidates second-tier across mainstream and 4x4.
• Range continuity: Cooper retains its off-road reputation while expanding in everyday on-road sizes.
• Simplified sell-in: A single tier-two badge reduces overlap and eases merchandising for retail partners.

Market Backdrop

Independent tests and recent results indicate sustained visibility for Goodyear brands in Europe, while the group continues its “Goodyear Forward” transformation. EMEA net sales grew 5.1% in Q2 2025 despite lower replacement volumes, with OE gains offsetting destocking effects in consumer channels.

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Tagged with: Cooper Tires, Goodyear EMEA, second-tier brand, 4x4 tyres, replacement market, OE fitments, brand architecture, distributors, tyre retailers, European tyre market

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