The Goodyear Tire & Rubber Company’s Wingfoot commercial tire network is getting a new identity the company says will fully leverage the power and equity of the Goodyear brand.
Starting this month, Goodyear will begin the process of rebranding its Wingfoot locations as Goodyear Commercial Tire & Service Centers.
There are 180 tire sales, service, retread facilities and truck care centers that operate under the Wingfoot banner. (Wingfoot Commercial Tire and retread locations comprise 135 of that total. Wingfoot Truck Care Centers make up the rest.)
When the rebranding process is complete, all Wingfoot locations will operate as Goodyear Commercial Tire & Service Centers. Wingfoot Commercial Tire Systems LLC will still be a wholly owned subsidiary of Goodyear, but it will do business as Goodyear Commercial Tire & Service Centers.
“We are rebranding Wingfoot locations to utilize the strength and equity of the Goodyear brand,” said Phillip Kane, vice president, Goodyear Commercial Tire Systems.
“Our extensive research shows that fleet customers know and trust the Goodyear name. We believe we can utilize the power and value of the Goodyear brand to drive additional traffic to our Commercial Tire & Service Centers.”
The rebranding process will include location signage, service truck identification, employee uniforms and other items relevant to Wingfoot’s business.
Kane noted that Wingfoot’s product line-up, service menu and organizational structure will remain unchanged.
“The decision to do business as Goodyear Commercial Tire & Service Centers represents the next step in the evolution of our truck tire sales and service network,” he added.
“It reinforces our network’s position as the premier, nationwide destination for commercial tires and services for fleets of all sizes, and demonstrates our commitment to the commercial trucking industry.”