Goodyear CEO Talks Premium Shift, Tariffs, and the Blimp

Goodyear is navigating a turbulent tire market, and CEO Mark Stewart recently sat down with The Drivecast to explain the company's strategy. 7 billion in 2025 and $249 million in the first quarter of 2026, blamed on weak demand, rising costs, and stiff competition from China and South Korea.

In response, Stewart has sold off non-core assets, centralized operations, and is pushing harder into premium tires and larger rim sizes.

Stewart acknowledged that low-cost imports, some made for as little as $12 per tire versus $85 or $89 domestically, are nearly impossible to compete with on price. He expressed cautious support for tariffs, saying they provide time for plant modernization but haven't been enough to close the gap.

The company has consolidated plants and cut thousands of jobs, including around 1,700 in North Carolina. Stewart says the focus now is on higher-margin products and securing OEM deals, with recent wins moving that business up 3 to 5 percent.

On culture, Stewart wants to revive Goodyear's iconic status, using the blimp more effectively and leaning into nostalgia. He mentioned a collaboration with Grand Theft Auto for its upcoming release and the return of classic branding. He also discussed the company's SightLine smart tire technology, which can alert a vehicle's control system to rapid air loss, potentially improving safety.

On airless tires, Stewart said they're cool but likely best suited for driverless taxis, with manufacturability and cost still major hurdles.