LAS VEGAS—Although it has existed since the early 1980s, Goodyear's retreading system has experienced an identity crisis. The system served Goodyear retreaders and fleet customers well and evolved technologically over time, yet the company believes not all within the trucking industry today recognize it as a retreader.
To solve that problem, Goodyear is buffing its retreading image into what it hopes will be a more recognizable name—Next-Tred Innovative Retreading Solutions—and marketing it together with its Truckwise commercial dealer program, said JB Jaboor, general manager of Next-Tred.
About a year ago, Goodyear's dealer council asked the company to freshen up its retreading name to make it more apparent to fleets that Goodyear was in the retreading business. The tire maker responded by rolling out the Next-Tred name and logo at its dealer conference Jan. 19 in Las Vegas.
Next-Tred will become a prominent name on all signage at its dealerships and within all Truckwise promotional literature, Mr. Jaboor told Tire Business.
The logo features Goodyear's well-known wingfoot symbol nestled between the words "Next Tred" to highlight its mission to serve customers beyond the life of an initial tread, the company said.
Next-Tred denotes a change in image for the benefit of name recognition among fleets, Mr. Jaboor said, and not a technological change with the system itself.
"As recently as a couple years ago, some very large industry customers have aid, `We didn't realize Goodyear was in the retreading business,'" he noted.
"So, what we're trying to do is fly our flag and let people know we're there and come out with a name that supports that."
Any Goodyear dealer offering retreading can participate in the Next-Tred marketing program or just sell treads produced from the system, but Mr. Jaboor said Next-Tred is a requirement for all Truckwise dealers.
Currently, Goodyear has almost 500 Truckwise dealers and 167 medium truck tire retreading centers in the U.S. and Canada.
Next-Tred centers offer both precure and mold cure retreads and are the sole providers of Goodyear's Uni-Circle retreads.