AKRON (Aug. 10, 2009) — Goodyear is relaunching its performance Fierce brand by broadening the target market and expanding distribution through all of its more than 7,000 dealers.
Goodyear introduced the brand in 2006 prior to the United Steelworkers' strike against the tire maker that had curtailed production and disrupted supply. “It took the wind out of the sails for the brand,” said Barry Petrea, general manager for Kelly brands marketing.
The Fierce brand originally was marketed under the umbrella of the Kelly brand and distributed through Kelly dealers. Now the brand is positioned with other Goodyear associate brands as a lower mid-tier brand for the performance market.
On Aug. 17, the tire maker will launch the ultra-high performance Fierce Instinct ZR and the sports performance Fierce Instinct VR.
The Instinct ZR features a flame stylized black sidewall; a 30,000-mile treadwear warranty; biting edges on the tread blocks for enhanced wet and winter weather performance; a circumferential rib for enhanced steering response; twin orbital channels to evacuate water; and a rim protector to guard wheels against curb damage. Initially the line will be available in 10 sizes, ranging from 17 to 19 inches in diameter with 13 more sizes to be added later this year.
The Instinct VR is an all season tire that features asymmetric tread pattern, stylized black sidewall, a rim protector and a 50,000-mile treadwear warranty. The line is available in 10 sizes, ranging from 15 to 17 inches in diameter.