Facts section: market share
Major wins for major brands Consumer tire market share shows increases
W
hen is a bad year a good year? When your name is Goodyear Tire & Rubber Co. That question was moot in 2010, as Goodyear gained market share for its flagship brand (see Chart 6). A marketing success story in the Assurance Fuel Max tire, introduced in 2009, didn’t hurt. Demand for replacement consumer tires was high and supply low in 2010. So if you had tires, you probably sold them. That also meant a brand could increase its unit sales and retain the same market share. Goodyear lost associate brand market share last year, as Republic was dropped and Kelly production couldn’t keep up with the nearly 8% increase in replacement shipments (see page 30). But it sold more tires in 2010 than it did in 2009. Other brand share winners on the replacement passenger tire side were Cooper, Hankook, Yokohama, Falken, Nexen and Pirelli. Gaining market share on the replacement
Brand Goodyear
% of total 15.0%
Brand Goodyear
% of total 12.5%
8.5%
BFGoodrich
9.0%
Bridgestone
7.5%
Bridgestone
8.0%
Firestone
7.5%
Michelin
7.0%
BFGoodrich
5.0%
Firestone
6.5%
Cooper
5.0%
Cooper
6.0%
Hankook
4.5%
Multi-Mile
4.5%
General
3.5%
General
4.0%
Falken
3.0%
Toyo
4.0%
Kumho
3.0%
Yokohama
4.0%
Uniroyal
3.0%
Hankook
3.5%
Yokohama
3.0%
Kumho
3.0%
Nexen
2.5%
Uniroyal
2.5%
Toyo
2.5%
Cordovan
2.0%
Continental
2.0%
Falken
2.0%
Dayton
2.0%
Mastercraft
2.0%
Dunlop
2.0%
Nexen
2.0%
Hercules
2.0%
Pirelli
2.0%
Michelin 16.8%
Multi-Mile
2.0%
Continental
1.5%
Bridgestone 17.3%
Pirelli
2.0%
Dayton
1.5%
Cordovan
1.5%
Hercules
1.5%
Mastercraft
1.5%
Kelly
1.5%
Sigma
1.5%
Maxxis
1.5%
Big O
1.0%
Big O
1.0%
Delta
1.0%
Delta
1.0%
Fuzion
1.0%
Dunlop
1.0%
Kelly
1.0%
Laramie
1.0%
Nitto
1.0%
Sigma
1.0%
Sears
1.0%
Others
5.5%
Sumitomo
1.0%
Others
6.0%
Goodyear 17.6% Others 48.3%
Chart 8 DOMESTIC CONSUMER TIRE BRAND SHARE (by type; based on 226.3 million units)
Associate brands 9.9% Private brands 11.9% Major brands 78.2%
MTD_28-51.indd 34
PASSENGER TIRES LIGHT TRUCK TIRES (based on 198.7 million units) (based on 27.6 million units)
Michelin
Chart 7 2010 U.S. CONSUMER TIRE MARKET SHARE (by company, three top brands; based on 226.3 million units)
34
Chart 6 2010 U.S. REPLACEMENT CONSUMER TIRE BRAND SHARES
Because numbers are rounded to the nearest one-half percent, the total may not equal 100%.
MTD January 2011 4/26/11 11:05:11 AM
