2019 Newsmakers: Cooper Tire & Rubber Company - Tire Review Magazine

2019 Newsmakers: Cooper Tire & Rubber Company

Cooper Tire & Rubber Co. announced its plans to increase ownership in its Mexico JV tire manufacturing facility and launched the Discoverer EnduraMax for small- to mid-size SUVs. Find out what's in store for 2020.

Tire Review is showcasing 2019 “Newsmakers” — companies that have made headlines in the past year with tire-related news about new technology, plant openings, marketing initiatives, dealer program updates, product launches and more — that made the list as determined by top engagement on tirereview.comAfter a brief overview of each Newsmakers’ newsworthy item(s), you’ll find a company executive’s answer to this question: What can dealers expect from your company in 2020, highlighting key dealer-focused initiatives, programs and events?

News in 2019

Cooper Tire & Rubber Co. announced in November its plans to increase ownership in its Mexico joint venture tire manufacturing facility, Corporación de Occidente S.A. de C.V. (COOCSA), from 58 to 100%, an important step in Cooper Tire’s strategic plan to optimize its global manufacturing footprint. It also introduced the Discoverer EnduraMax, its latest all-season SUV tire, and released several new commercial products this year. Earlier in the year, the company announced it would cease light vehicle tire production at its Melksham, England facility. 


Chris Barbara, Vice President, Distributor Sales:

“In 2020, tire dealers can expect Cooper to remain focused on efforts to further build the Cooper brand, driving consumers to dealer locations and to leverage industry-leading new products that will energize our dealers. For example, early in 2020, we will introduce the Cooper Discoverer EnduraMax small- and mid-size SUV tire. Across the country, tires are being chewed up and are wearing out prematurely due to poor road conditions. Cooper applied its expertise in truck and off-road tires and developed this revolutionary on-road tire that will stand up against the toughest roads in any metro, suburban or rural setting. The Discoverer EnduraMax tire performance characteristics will give dealers confidence to recommend it to their consumers as soon as it launches in early summer 2020. 

“To drive brand awareness, Cooper unveiled a national ad campaign featuring a trusted source for tire advice—Uncle Cooper, personifying a no-nonsense relative who is expert in all things automotive. Inspired by consumer research, Uncle Cooper is there to ease the doubts consumers often have when making tire purchases, recommending they ‘Go with the Coopers.’ This spokescharacter is a unique and relatable way to help give consumers confidence in their tire choice, driving their interest in the brand and ultimately helping dealers build their business. In fact, Cooper offers its dealers customizable Uncle Cooper materials including advertisements for TV, print, radio, billboards and social media, along with store support materials, paid search strategies and digital videos.

“Once an individual tries a Cooper tire, it is likely they become a repeat customer for Cooper. With a brand that eases consumers’ doubts in the tire purchase decision, dealers can expect more customers who ‘Go with the Coopers.’ 

“Dealers can be confident in the value Cooper Tire is providing both to them and their customers in 2020.”

For more of Tire Review’s 2019 Newsmakers, click here.

Check out the rest of the December digital edition of Tire Review here.

You May Also Like

TechForce Foundation launches Techs Talk survey

The survey is designed to uncover insights into the perspectives of aspiring technician students and new working technicians.


TechForce Foundation recently launched its Techs Talk survey, which the company said is designed to uncover insights into the perspectives, values and experiences of aspiring technician students and new working technicians.

“Most technician surveys in the marketplace today are heavily skewed by responses from GenX and Boomers," Jennifer Maher, CEO of TechForce Foundation said. "TechForce Foundation wants to specifically gather insights from GenZ future techs and new working techs within their first two years of employment. This gives us better data in building the workforce going forward, and knowledge to address the crippling technician shortage.”

Autel Energy Showcases EV Charging Solutions, Electrified Bronco at CES

At CES, Autel Energy showcased its suite of EV charging solutions and an electrified 1969 Ford Bronco.

2019 Newsmakers: Bridgestone Americas

Nearly all products in the Firestone family of tires have been upgraded over the past three years, and Bridgestone is on track to have all of its consumer tire portfolio across both the Bridgestone and Firestone brands either upgraded or replaced by the end of 2020.

2019 Newsmakers: Nokian Tyres

Nokian Tyres opened its first U.S. manufacturing facility and launched numerous new products. See what’s in store for 2020.

2019 Newsmakers: Nexen Tire America

Nexen Tire opened its North American Technology Center and debuted the Roadian GTX. Find out what’s in store for 2020.


Other Posts

Hunter Engineering releases new alignment coverage for hundreds of vehicles

The release covers new records as well as updates to existing records, covering OEM changes to existing vehicles.

GRI appoints new director of North America

Ydo Doornbos has spent 29 years in the tire industry, and will now lead GRI’s efforts to expand the company in the North American market.

Nexen Tire America details its 2024 U.S. motorsports program

Nexen Tire Motorsports drivers competed at the “Streets of Long Beach” Pro Championship event using the company’s N’Fera Sport R tire.

Chapel Hill Tire opens 12th location in Durham, NC

Chapel Hill Tire said the new Durham location will offer everything from routine maintenance to complex repairs.