Goodyear is rebranding its Wingfoot commercial tire service locations as Goodyear Commercial Tire & Service Centers "to utilize the strength and equity of the Goodyear brand."
Goodyear said Wingfoot Commercial Tire Systems L.L.C. will still be a wholly owned subsidiary of Goodyear, but it will do business as Goodyear Commercial Tire & Service Centers. The rebranding process started earlier this month.
Goodyear operates 180 tire sales, service, retread facilities and truck care centers under the Wingfoot banner, with Wingfoot Commercial Tire and retread locations comprising 135 of that total and Wingfoot Truck Care Centers making up the rest.
"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 of the Goodyear brand to drive additional traffic to our Commercial Tire & Service Centers."
Goodyear said the rebranding includes location signage, service truck identification, employee uniforms and other items relevant to Wingfoot's business.
Mr. Kane said 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."