Goodyear is no longer trying to win the price war with Asian manufacturers. Company head Mark Stewart admitted that the cost of some competitors' tires is only $10–12, while the production of similar Goodyear products costs approximately $85–89. Such a difference does not allow the company to compete effectively even with changes in trade conditions.

Therefore, Goodyear is changing its product strategy. The company is reducing its cheapest offerings and focusing on tires 18 inches and larger, where margins are higher and it is more difficult to compete solely on low price.

In parallel, the manufacturer is modernizing factories and implementing automation. The company has already divested several non-core assets and is directing resources directly to the tire business. In 2025, Goodyear reported a net loss of $1.7 billion, and in the first quarter of 2026, another $249 million.

However, Goodyear does not intend to completely withdraw from the mass segment. For this segment, the company retains the Cooper, Kelly, Mastercraft, and Starfire brands, while positioning Goodyear itself higher.

The main bet is on technology. The manufacturer wants to sell not just rubber, but tires with a more complex compound, tread pattern, and handling characteristics. According to Stewart, it is in such products that Goodyear still has room for growth.

Read more materials:

• Daihatsu updated Tanto after seven years: the minivan received a new safety system and became more expensive
• JCB accelerated a hydrogen engine to 654 km/h: the record turned out to be more important than the speed itself
• Tesla recalls 20 thousand Model 3 and Model Y due to headlights