Cooper Tires, now positioned as Goodyear’s leading second-tier consumer brand across Europe, the Middle East, and Africa (EMEA), has released additional details about its strategic direction. The plan focuses on “consistency, proven durability and heritage”, while aligning with Goodyear’s broader strategy, and will see the tire maker offer a wide range of passenger, 4×4, and light truck products across all seasonality and consumer vehicle types.
“Cooper Tires is entering a new chapter,” said Ben Glesener, senior technology director, product development, consumer EMEA, Goodyear. “Known for producing dependable tires that deliver on their promises, we will continue to bring a reliable, high-performing range to the market by leveraging proven technologies from across our portfolio. The enhanced range will continue to deliver on Cooper’s track record of reliability and performance.”
“With more than 500 SKUs across passenger, 4×4, and light truck segments, Cooper’s offering starting in 2026 will be both broad and deep, ready to meet the evolving needs of drivers.”
The brand’s 4×4 specialization will remain a cornerstone of its identity. The Discoverer AT3 Sport 2 will continue as one of the 4×4 hero products, supported by a line-up of 33 SKUs.
By January 2026, Cooper’s consumer summer range will be fully available in EMEA, followed by the all-season range throughout Q1 and a full winter range by mid-2026.
“In 2026, Cooper Tires will stand out in the Tier 2 consumer space with a product portfolio that consistently delivers quality and durability – building on the renowned Cooper heritage consumers can depend on,” said Glesener.
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