Goodyear: Steps towards Cooper integration synergies “successfully completed”
The brand ordering suggests that Goodyear and Cooper are being promoted at a similar level within the Goodyear group brand hierarchy, with Dunlop relegated to the second-tier level of Kelly and Mastercraft (Image: Goodyear) In April we took an in-depth look at the progress of the Goodyear-Cooper integration, roughly two years after the acquisition was announced (see ‘Mission “successfully completed”? The Goodyear-Cooper integration and its contradictions’, Tyres & Accessories, April 2023). Now, in parallel with the publication of the company’s first-quarter 2023 financial results, executives have sought to answer those questions with the publication of a “Cooper Tire Integration Update” on 4 May 2023. In short, the update states that “the combination has significantly strengthened [Goodyear’s] leadership position in the global tyre industry” and that the “results of the integration were better than expected when the deal closed in June 2021”. However, Goodyear has also been significantly loss-making for the last two quarters and admitted during the first-quarter 2023 results that it is being forced to review its burgeoning brand portfolio in light of its negative fiscal position.
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