New Lines Add to Fierce Positioning - Tire Review Magazine

New Lines Add to Fierce Positioning

After some unexpected fits and starts, Goodyear has put the pedal to the metal with its Fierce performance tire brand.

The tiremaker has added two new lines to the brand, continuing its focus on the performance street and light truck segments.

The M+S-rated Fierce Instinct VR, now available in 10 sizes covering 15- to 17-inch wheel diameters, features an asymmetric tread pattern with grooves and biting edges for hydroplaning resistances and all-weather traction, a stylized black sidewall with a rim protector, and a 50,000-mile treadwear warranty.

The all-season Fierce ZR features a solid circumferential rib for steering response and on-center feel, twin orbital channels for water evacuation, a rim protector and flame-stylized sidewall design. The tire comes with a 30,000-mile treadwear warranty, and is now available in 10 sizes covering 17- to 19-inch wheel diameters. Goodyear said 13 new sizes will be added later this year.

According to Barry Petrea, Fierce brand marketing general manager, the two new Fierce offerings will replace certain sizes from the original Fierce UHP and HP lines, which were first launched in 2006.

Goodyear’s initial thrust with the Fierce brand was interrupted by the late-2006 strike by the United Steelworkers, he noted, which put the company behind in its rollout planning. With production back in place last year, the brand was re-started earlier this year with the launch of the Fierce Attitude M/T on-/off-road light truck line and the Fierce ST.

“These two new Fierce offerings combine smart style with street performance – a combination that has appeal for many driving enthusiasts,” said Petrea. “With tires identified as one of the key tuning modifications made by owners of sports cars, these two tires are sure to be popular. Many automotive enthusiasts like to stand out from the pack; they desire an overall vehicle setup that delivers both ‘show and ‘go.’”

To accompany the launch of the two new tires, Goodyear has launched an all-new Fierce brand Web site – – complete with product information and a dealer locator to help consumers find the product. Petrea said that the brand is available to all Goodyear dealers. (Tire Review/Akron)

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