The Dunlop brand will regain its premium status

Sumitomo Rubber Industries will restore the status of Dunlop as a "premium brand in the global market", the Japanese company reported, which recently agreed to buy the famous brand from the American Goodyear for $701 million.

In Sumitomo, which has been developing Falken as its main brand in Europe and North America for the past quarter century, they say that now Dunlop will take its place, whose positions will be strengthened both in the tire market and in the sports industry (under the brand, for example, tennis equipment is produced and golf schools operate in Japan).

"Thanks to our rich heritage and excellent brand recognition, we will be able to stand out from our competitors, which will also be facilitated by innovative products made using advanced technologies and meeting the needs of next-generation mobility," Sumitomo said.

Currently, Sumitomo is already using the Dunlop brand in most regions of the world, and Goodyear has had the rights to the brand since 1999. The scope of the deal, which was announced 14 months after Goodyear revealed plans to sell the rights to the Dunlop brand, includes trademarks in Europe, North America, and some Oceania markets in the passenger, truck, and specialty tire segments. Details of the terms of the deal can be found here.

According to Sumitomo President and CEO Satoru Yamamoto, the manufacturer intends to expand the brand's presence not only in the regions where the rights will be acquired but also in markets where the company already has them. At the same time, the development of the Falken brand will continue, and "thanks to the two-brand approach, the company will strive to increase sales in all regions and increase the share of premium products in its turnover".

Last year, Goodyear moved the Dunlop brand to the medium segment in the European market, placing it between its main and five budget brands.