It’s fun to drive again”

It’s fun to drive again”

Goodyear's new brand positioning will begin in the second quarter of 2019. From now on, the brand presents itself in a sporty manner and relies entirely on emotion. “Safety and comfort are already expected by the end user,” explains Wolfgang Stummer, CEO of Goodyear Dunlop Austria. The general mindset has changed; it’s “cool to drive again,” says Stummer.

Automotive Industry: Mr. Stummer, why this image change?
Wolfgang Stummer:To date we have had four different Goodyear appearances: one in Asia, one in North and one in South America and one in Europe and Africa. With different slogans and different colors in the brand appearance. Now everything has been brought together. The starting signal will take place in this year's second quarter, specifically in Europe with the core markets: Germany, France, Italy, Spain and Great Britain. There will also be television campaigns and Austria will be there right from the start in the wake of Germany.

How are the brands specifically positioned?
In the medium term we will stick with two premium brands in Europe, with Dunlop becoming more of a European regional brand. At Goodyear, the focus of positioning has so far been on the topic of “safety”. From now on, the brand appearance will be sportier and more emotional. The new super sports series for the road and the racetrack is already starting.

What products does this series specifically consist of?
With the Eagle F1 SuperSport, SuperSport R and SuperSport RS, Goodyear will launch a new series of ultra-ultra-high-performance (UUHP) tires between February and November.

Do you personally welcome Goodyear's image change towards a sporty one?
Basically yes. The image was tested in Austria and Germany. The result: Goodyear is perceived as the sporty tire. For end consumers, the brand is still associated with the Formula 1 involvement of the 80s and 90s. Personally, I think it's very good that the focus is now on sportiness and adventure, especially since "safety" and "comfort" don't convey enough emotion. Sportiness and adventure are ideal for emotion.

Have the demands of end consumers changed?
Automobile manufacturers have also long focused on safety-related parameters. I think that general attitudes among the population have changed. Comfort and safety are now assumed anyway. Driving is once again something casual, sporty with emotion. There is also a visual trend towards a sportier touch. The same applies to the tire. We want to have the most modern products with the most innovative technology. I am convinced that there is a very good market for this. In particular, if you look at how many new segments car manufacturers are opening up in the direction of higher quality and sportier vehicles, then there is a clear target group that wants the highest quality. We want to serve them with our sporty product range.

“Sportiness and adventure are ideal for emotion.“ WOLFGANG STUMMER, CEO GOODYEAR DUNLOP AUSTRIA

How do you assess the current market situation?
The Austrian market is saturated. You can't expect any big growth spurts. It's just a matter of how the cake is distributed, who gets the bigger piece. Ultimately, those who will win will be those who have good cooperation with tire retailers and car dealerships or those who are well anchored in their own organizations.

Keyword all-season tires. What is your position on this compromise solution?
The all-season tire is sometimes a good alternative, but is actually a compromise. It will never play a central role in Austria due to the topography. If you primarily move in urban areas, it makes perfect sense. I see the following target groups: The second car owner who drives 5,000 to 10,000 km per year, especially in urban areas. Secondly, those who don't have to drive when the weather conditions are not right. I also see great potential in the commercial sector, especially in light commercial vehicles. But it is also a fact that an all-season tire is not the optimal product, neither in winter nor in summer.

One always has the impression that industry and trade would prefer not to offer all-season tires to the end consumer at all.
The mileage generally remains the same, regardless of whether the end user drives with all-season tires, summer tires or winter tires. Therefore there is no reason for the industry to block anything. Things look different at specialist retailers. Thanks to the all-season tires, he loses the seasonal change. In addition, storage is no longer necessary. An interesting fact in this context is that the proportion of all-season tires is extremely high among those customers who order their tires online.

Why is that?
Because tire dealers do not actively offer all-season tires. Online buyers are extremely price-sensitive and think: This way I can save myself the hassle of replugging and storing things.

How high do you estimate the market share?
In Germany, all-season tires now have a market share of around 20 percent. In Austria it only reaches around three percent.

Does the tire retailer, the classic family business, have a future?
The classic family business or businesses in general with five to ten employees who calculate their costs well, continually optimize their service and rely entirely on perfect customer service always have a future. These companies live from the customer relationships that they have built up with a lot of work and commitment and which, above all, are not primarily price-dependent. There is a lot more to it: trust, advice and a certain security of supply.