Skip to main content
EVENT TRACKER
Keep track of rescheduled, canceled industry events with our COVID-affected event tracker - Powered by Snap Finance
Close
Sister Publication Links
  • Rubber & Plastics News
  • European Rubber Journal
tb-logo
Subscribe
  • Login
  • Register
  • Subscribe
  • News
    • OPINION
    • CORONAVIRUS
    • AUTO INDUSTRY
    • BUSINESS/FINANCIAL
    • COMMERCIAL TIRE
    • FACTORY FIXES
    • GOVERNMENT & LAW
    • INTERNATIONAL
    • MOTOR SPORTS
    • NEW PRODUCTS
    • RETAIL TIRES
    • SERVICE ZONE
    • SEMA/AAPEX
    • SMALL BUSINESS
    • TIRE MAKERS
    • SPONSORED CONTENT
    • New round of Paycheck Protection Program funding opens
      Vaccine may usher sense of normalcy
      Cover-up: More retailers requiring face masks to curb COVID
      USW alleges COVID-19 violations at Kumho plant
    • Johnson named president, managing partner of Arnold Motor Supply
      Conti starts production of ‘HL' load index tires for select OE customers
      GM banking on 'BrightDrop' EV to build commercial van business
      Stengel promoted to president of NAPA parent Genuine Parts Co.
    • NLRB certifies USW as bargaining unit for Kumho plant in Georgia
      Air France renews tire supply deal with Michelin
      Hwa Fong joins Taiwan tire makers' bid for alternative to import duties
      Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
    • Love's plans to add over 30 stores in 2021 with Truck Care/Speedco services
      Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      Evolving delivery trends good for CV tire sector — Cooper exec
      Conti adding light-duty products to General Tire OTR tire lineup
    • Hwa Fong joins Taiwan tire makers' bid for alternative to import duties
      New stimulus package fixes PPP loan confusion
      USW opposes Taiwan tire makers' dumping counterproposal
      New round of Paycheck Protection Program funding opens
    • Air France renews tire supply deal with Michelin
      Russia's Kama Tyres expanding truck, ag tire capacities
      OK Tire adds Cooper, GT Radial passenger tires, Michelin, BFGoodrich commercial tires
      Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
    • New NASCAR, F1 tire designs delayed due to COVID
      U.K. race series extends contract with Goodyear through 2026
      Goodyear Racing staying on track
      General Tire Canada renews sponsorship deal with Raceline Network
    • Hunter adds ‘FastBlast' bead-seating for LT/SUV tire changing
      Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
      Hankook doubles size range of Ventus V2 all-season UHP line
      Conti adding light-duty products to General Tire OTR tire lineup
    • Updated ALI lifting points guide covers vehicle model years 2000-2021
      VIP Tires opens 20th store in New Hampshire, in Keene
      Hunter adds ‘FastBlast' bead-seating for LT/SUV tire changing
      Manley: Tire dealers look to future
    • Updated ALI lifting points guide covers vehicle model years 2000-2021
      Hunter adds ‘FastBlast' bead-seating for LT/SUV tire changing
      Johnson named president, managing partner of Arnold Motor Supply
      AMRA to host 5 educational webinars in Feb., March
    • WTC hosting webinar Jan. 20 on load-capacity standards
      Denver's Brian Sump named AAPEX Shop Owner of the Year
      DUB, TIS Wheels founder Myles Kovacs is SEMA Person of the Year
      AAPEX: Using social media to promote your business
    • New stimulus package fixes PPP loan confusion
      Vaccine may usher sense of normalcy
      2020 Review: PPP loans give boost to small businesses
      Latest COVID relief bill includes $325B in small-business support
    • Nokian Tyres to add up to 150 jobs at U.S. factory
      Hwa Fong joins Taiwan tire makers' bid for alternative to import duties
      New NASCAR, F1 tire designs delayed due to COVID
      Linglong planning U.S. launch of 'Hubtrac' truck tire brand in 2021
    • Sponsored By Yokohama Tire Company
      7 questions to ask consumers when they need tires for a crossover SUV
      Sponsored By Yokohama Tire Company
      Stocking Tires for Crossover SUVs
  • SHOP FLOOR
    • BALANCING
    • DEMOUNTING
    • SAFETY
    • TIRE REPAIR
    • TPMS
    • TRAINING
    • VEHICLE LIFTING
    • WHEEL TORQUE
    • Video: Balancing Tire
      An introduction to wheel balancing
      Wheel weights: Balancing form with function
      Choosing the right balancing equipment
    • Video: Demounting
      An introduction to demounting, mounting and inflation
      Staying safe when demounting and mounting tires
      Demounting Equipment
    • Video: Safety
      Introduction: Creating a culture of safety
      Protecting your people with proper hygiene
      Making friends with OSHA
    • Video: Tire Repair
      An introduction to tire repair
      How to properly patch a puncture
      Tire repair: Shining a light on visual inspections
    • Video: TMPS Service
      An introduction to TPMS service
      The importance of proper relearn procedures
      Decoding sensor data for TPMS diagnosis
    • Video: Training
      Intro: Finding and training technicians
      Shop Floor: Scholarships
      Advantages of apprentice program partnerships
    • Video:Vehicle Lifting
      An introduction to lifts and lift safety
      Recommendations for using a jack
      Jack stands for commercial tire service
    • Video: Wheel Torque
      Introduction to proper wheel installation
      Torque check and recheck recommendations
      Using torque sticks to speed service times
  • Multimedia
    • VIDEOS
    • PHOTOS
    • PODCASTS
  • Events
    • ASK THE EXPERT
    • LIVESTREAMS
    • WEBINARS
    • SEMA LIVESTREAMS
  • Data
    • DATA STORE
  • Resources
    • DIRECTORY
    • CLASSIFIEDS
  • ADVERTISE
  • DIGITAL EDITION
MENU
Breadcrumb
  1. Home
  2. News
July 31, 2017 02:00 AM

Goodyear, Michelin push profits with unique brand licensing

Miles Moore
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    Tire Business image by Michael McCrady

    AKRON — Product licensing is big business around the world. According to the April 2017 issue of License Global Magazine, the top 150 global licensors reported $272.2 billion in retail sales of licensed merchandise in 2016, up from $262.2 billion in 2015.

    License Global's list of top global licensors for 2017 includes two tire makers: Goodyear, 86th with 2016 sales of $338 million, and Group Michelin, 89th with sales of $320 million.

    Even combined, Goodyear and Michelin's licensing sales are a tiny fraction of the $56.6 billion in sales recorded by the No. 1 global licensor, Walt Disney Co.

    Nevertheless, product licensing is a major profit center for both Goodyear and Michelin, according to licensing executives for both tire makers.

    "Licensing is a global business for Michelin, and we offer hundreds of products in several categories," said Tom Jupena, director of North American brand licensing for Michelin.

    • This story appeared in the July 31 print issue of Tire Business.

    Automotive accessories comprise the biggest category of products, including windshield wiper blades, floor mats, digital inflators, pressure gauges and many other products, according to Mr. Jupena.

    Michelin also licenses its brand for footwear, which is its fastest-growing branded product category, he said.

    "Our footwear ranges from athletic shoes to hiking boots, all designed to make mobility safer, more comfortable and more enjoyable," Mr. Jupena said.

    Michelin lists 11 different footwear companies that are licensed under its "Sole Power" footwear program, including Dickies Occupational Wear, a division of Williamson-Dickie Mfg. Co., for a line of anti-slip footwear for the service and hospitality industry.

    Global undertaking

    Goodyear began its licensing program in 2001, but it has been building on its North American base since 2012 to be more global in scope, according to Nancy Ray, Goodyear director of licensed products.

    This is display at a mall in Mexico City. The licensee sells clothes, footwear and accessories.

    "Our focus is on reinforcing the Goodyear brand message and touching current and potential buyers," Ms. Ray said.

    Goodyear has 101 licensees that sell Goodyear-branded products in 164 countries, according to Ms. Ray. The company focuses on automotive, garage, footwear and lifestyle products, she said.

    "The hundreds of products sold by our licensees are made in countries around the world and packaged in many different languages," she said.

    While Mr. Jupena did not give the exact number of the company's licensees, he did say, "We are fortunate to work with dozens of high-quality licensees around the world that produce the absolute best products in their categories."

    One of Goodyear's licensees, SCL Footwear Group L.L.C., launched a line of Goodyear-branded casual footwear, dubbed the Goodyear Performance Collection for men, in 2016.

    A licensee since 2014, SCL also markets a line of Goodyear-branded safety and work footwear, using the names of NASCAR tracks, such as Bristol, Daytona, Darlington, Phoenix, Pocono, etc.

    Michelin is heavily involved in the development of all its products, including its licensed products, according to Mr. Jupena. The tire maker has robust processes in place to ensure its licensees meet company standards, he said.

    "Our licensees are truly partners," he said. "We expect them to develop and manufacture innovative and differentiated products that contribute to better mobility."

    Michelin also expects licensees to be secure distribution partners that properly represent the Michelin brand, as well as providers of exceptional customer service, Mr. Jupena said.

    One long-time Michelin licensee is Remington Industries Inc. of Ooltewah, Tenn., which makes BFGoodrich-brand floor mats and other products. Remington soon will introduce a line of BFG-branded floor mats for SUVS and pickup trucks, Mr. Jupena said.

    "Like all of our licensees, Remington has invested the time to understand our customers to develop a product that meets their unique wants and needs," he said.

    Being designated as a brand licensee is not easy, both companies said.

    "There is an extensive review process that includes financial viability of the licensee, product fit with Goodyear branding and product quality, as well as the licensee's business capability and current successes," Ms. Ray said. "Additionally, there can be other requirements in a given country or region."

    Luxembourg's iTrike eMobility launched the Goodyear Ego2 electric scooter in 2016.

    Large retailers (including online retailers) are the primary sellers of Goodyear-branded products, according to Ms. Ray.

    Goodyear dealers

    Goodyear does not have a formal licensed products sales program with its dealers, but it is looking into the possibility, Ms. Ray said.

    Independent Goodyear dealers may acquire Goodyear-branded products via www.thegoodyearstore.com, she said.

    One of the biggest steps forward for Goodyear's licensing program occurred in June, when a Goodyear licensee opened in Beijing, the first-ever stand-alone Goodyear footwear store, according to Ms. Ray.

    The store, in one of the city's busiest shopping districts, features Goodyear-branded men's and women's shoes, including athletic, casual and dress styles, she said.

    Product counterfeiting is a major problem in most industries today, and product licensing presents some of the greatest dangers in that category. However, Michelin and Goodyear said they had effective programs in place to combat counterfeiting in branded products.

    "Michelin is one of the most well-known and trusted brands in the world, so it should be no surprise that we are fiercely protective of the Michelin brand name, our marks and, of course, Bibendum, one of the most recognized and celebrated brand icons," Mr. Jupena said.

    "Like any large brand, we have teams and legal processes in place to protect our brand assets," he said.

    Goodyear uses holographic tags on all its licensed products to help lessen counterfeiting, according to Ms. Ray.

    "Also, our licensees are protective of their business and are vigilant to spot and stop counterfeiting," she said.

    Letter
    to the
    Editor

    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

    SIGN UP FOR NEWSLETTERS
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    Newsletter Center

    Staying current is easy with Tire Business delivered straight to your inbox.

    SUBSCRIBE TODAY

    Subscribe to Tire Business

    SUBSCRIBE
    Connect with Us
    • Facebook
    • LinkedIn
    • Twitter
    • RSS

    Our Mission

    Tire Business is an award-winning publication dedicated to providing the latest news, data and insights into the tire and automotive service industries.

    tb-logo
    Reader Services
    • Contact Us
    • About Us
    • Site Map
    • Industry Sites
    • Order Reprints
    • Customer Service: 877-320-1716
    Partner Sites
    • Rubber & Plastics News
    • European Rubber Journal
    • Automotive News
    • Plastics News
    • Plastics News China
    • Urethanes Technology
    RESOURCES
    • Advertise
    • Privacy Policy
    • Privacy Request
    • Terms of Service
    • Media Guide
    • Editorial Calendar
    • Classified Rates
    • List Rental
    • Digital Edition
    • Careers
    • Ad Choices Ad Choices
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • News
      • OPINION
      • CORONAVIRUS
      • AUTO INDUSTRY
      • BUSINESS/FINANCIAL
      • COMMERCIAL TIRE
      • FACTORY FIXES
      • GOVERNMENT & LAW
      • INTERNATIONAL
      • MOTOR SPORTS
      • NEW PRODUCTS
      • RETAIL TIRES
      • SERVICE ZONE
      • SEMA/AAPEX
      • SMALL BUSINESS
      • TIRE MAKERS
      • SPONSORED CONTENT
    • SHOP FLOOR
      • BALANCING
      • DEMOUNTING
      • SAFETY
      • TIRE REPAIR
      • TPMS
      • TRAINING
      • VEHICLE LIFTING
      • WHEEL TORQUE
    • Multimedia
      • VIDEOS
      • PHOTOS
      • PODCASTS
    • Events
      • ASK THE EXPERT
      • LIVESTREAMS
      • WEBINARS
      • SEMA LIVESTREAMS
    • Data
      • DATA STORE
    • Resources
      • DIRECTORY
      • CLASSIFIEDS
    • ADVERTISE
    • DIGITAL EDITION