Magazine for the professional tire industry
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MTD January 2016 Tire brand market share Goodyear remains a strong No. 1 F or as long as Modern Tire Dealer has been tracking domestic passenger tire brand share, the Goodyear brand has been number one by a wide margin. When we added a light truck tire brand share chart, Goodyear again was the clear leader. Te percentages fuctuate a litle from time to time, but in general they have remained steady. In 1972, for example, the Goodyear brand accounted for 13% of the replacement passenger tire market. In 2015, it again came in at 13% (see Chart 6). W hat has changed are the other brand positions. Second-place Firestone held a 9.5% share in 1972; it climbed to 10.5% in 1999, but following the 6.5 million Firestone tire recall in 2000, it dropped to 7.5%. Forty-three years ago, Sears was third on the list with 8.5% of the market. Atlas was fourth at 4.5%. Neither brand has as much as 1% of the market today. Brands like Wards, Penney's, Armstrong, Gulf, K-mart, Mobil and Western Auto are no more. Te Michelin brand represented 1.5% of the market then. It is now the second most popular passenger tire brand with a share of 9.5%. Bridgestone did not even account for 0.5% of the market in 1972; today, it is third with an 8% share. However, as a company, Bridgestone Americas Inc. accounts for the greatest share of not only the replacement passenger tire market, but also the consumer (passenger and light truck) tire market. Its three main brands represent 38.1 million tires, ahead of Michelin North America Inc. (37.9 million) and Goodyear Tire & Rubber Co. (36.2 million). Te three companies combined account for 48% of the replacement consumer tire market. "Domestically, we expect all three will remain extremely disciplined on the pricing front, and we anticipate additional investments will be made on the e-commerce front," says Nick Mitchell, senior vice president of research for Northcoast Research Holdings LLC. " We anticipate Bridgestone will Facts section: market share Chart 6 2015 U.S. REPLACEMENT CONSUMER TIRE BRAND SHARES PASSENGER TIRES (based on 204.5 million units) LIGHT TRUCK TIRES (based on 29.0 million units) Brand % of total Brand % of total Goodyear 13.0% Goodyear 12.0% Michelin 9.5% BFGoodrich 8.5% Bridgestone 8.0% Bridgestone 7.5% Firestone 7.5% Michelin 7.5% Cooper 5.5% Firestone 7.0% BFGoodrich 5.0% Cooper 6.5% Hankook 4.0% General 5.0% Continental 4.0% Hankook 4.0% Yokohama 4.0% Multi-Mile 4.0% Falken 3.5% Toyo 4.0% General 3.0% Yokohama 4.0% Pirelli 3.0% Kumho 2.5% Toyo 3.0% Pirelli 2.5% Kumho 2.5% Dunlop 2.0% Multi-Mile 2.5% Hercules 2.0% Nexen 2.5% Mastercraft 2.0% Primewell 2.0% Uniroyal 2.0% Sumitomo 2.0% Continental 1.5% Dunlop 1.5% Cordovan 1.5% GT Radial 1.5% Kelly 1.5% Hercules 1.5% Maxxis 1.5% Mastercraft 1.5% Nexen 1.5% Nitto 1.5% Big O 1.0% Uniroyal 1.5% Delta 1.0% Big O 1.0% Eldorado 1.0% Cordovan 1.0% Falken 1.0% Delta 1.0% GT Radial 1.0% Fuzion 1.0% Others 5.5% Kelly 1.0% Sailun 1.0% Sigma 1.0% Others 3.0% Brands must have at least 1% of the passenger or light truck tire market to be listed at 1%. Chart 5 CONSUMER TIRE MARKET SHARE BREAKDOWN BY BRAND CATEGORY (based on 233.5 million units) Imports 19.3% Private 9.0% Associate 7.0% Major 64.7% 52