Bangkok--14 Feb--Goodyear Durasport
Goodyear has once again impressed the automobile tire industry with Durasport, the ultimate tire innovation especially created for pick-up trucks. Aquatraction technology gives Durasport excellent performance and extra safety on wet and slippery roads with record-breaking water evacuation capability of 22 liters per second. The company is investing 30 Million Baht in the promotion of this new tire via all advertising channels with the hope of winning the hearts of all Thai truckers.
Mr.Richard Fleming, Managing Director of Goodyear (Thailand) PCL, stated that, “We have not been busy making only tires all these years. We have also made history for mankind. For example: The first tire to run faster than 600 miles per hour, the first tire on the moon, the first tire to run without air, the first tire to win Formula One more than 350 times, etc. We have listened to our consumers and invested in research and development to make our tires better tires to fit our consumer needs. Around the globe, our success is proven through our innovative products. Our Assurance Tire with Triple Tread Technology make the tire superior in all weather conditions no matter what it is dry, rain, and icy conditions. The New Eagle Featuring Response Edge Technology, the technology that uses carbon fiber the material that is used for US NAVY air force and Kevlar the material that is used for Bullet Proof vest, to ensure fun and precision maneuverability especially in sharp curve. The latest Eagle F1 GS-D3, the best tires especially in wet performance voted by many leading European Magazines. Our successful globally is in itself a proof of our commitment to develop and introduce innovations that satisfy the diverse requirements of consumers. Asia is a region which has earned our special attention and Thailand is one of our key markets. It is our wish to mark this New Year with this new development that Thai consumers should find very interesting.”
Mr.Charoen Chaipetcharatn, Marketing Director of Goodyear (Thailand) Plc., revealed that, “The Thai pick-up truck market is the second largest in the world, after only the United States of America. Three million pick-up truck tires are needed in the Thai replacement market each year. Research shows that the majority of pickup users not only use their pickup to carry their goods and items, but on top of everything we found that, like passenger car users, they want to “CONTROL”. Key insight is that they need to be able to maneuver with “confidence” especially on wet and slippery roads, when the rain has just started or when the rain is heavy.”
These two findings have led Goodyear’s technical centers in Luxembourg, Europe, and, Akron, United States of America, to develop an innovative tire which would satisfy the requirements of Thai truckers. Goodyear Durasport, with its Aqua Traction Technology, offers optimal traction on wet roads and greatest water evacuation capacity of 22 liters per second.
Durasport is able to channel water very effectively. Thanks to 3 contributing factors: 1) proprietary silica reinforced compound with latest polymer technology that effectively improve cohesion between each molecule making no room for water to stay in between the tread and surface, 2) directional tread design help optimize water to flow out of the footprint for secure grip in heavy rain, 3) traction zone with high density of sipes and notches to enhance wet traction in light rain.
Other special features of Durasport include solid shoulder ribs and spiral overlay construction for quick responsive and precise handling when cornering in both heavy and light load condition. Goodyear also paid attention to small details to make the tire looks even more interesting with directional tread design and engraved Goodyear logo on the tread center rib. Moreover, Goodyear Durasport is manufactured under high standards including ISO 16949, and ISO 14001 to ensure that every Durasport tire offers superior consistent quality.
Mr. Charoen elaborated that Goodyear has allocated advertising budget of approximately 30 Million Baht to promote Goodyear Durasport through key media channels including billboards, newspapers, magazines, televisions, POS materials and website “www.goodyeardurasport.com”. Direct marketing will also be implemented in the form of direct mail and direct interaction with the consumers through our Wet Commando teams which will storm to major provinces nationwide and hold educational activities to the consumers and to the trade. This is the first time Goodyear is seriously engaged into direct marketing strategy.
“Prior to this launch, we have tested Durasport extensively at our proving grounds and in their intended environments, that is, actual roads in Thailand. We are confident that its excellent handling on wet roads will best satisfy pick-up truck users and result in quick acceptance by the market. Goodyear once again emerges as the leader in tire innovation.”, said Mr. Charoen in conclusion.
For more information:
Please contact Khun Siriluckk Ongtaweekiat
Goodyear Durasport Public Relations Consultant
Tel. 081-866-6977