Goodyear is launching an environmentally-friendly tyre that contains an ingredient derived from maize starch.
The launch at the beginning of next month will be backed by a radio advertising campaign created by Goodyear’s agency Leagas Delaney, with media through Universal McCann.
The GT3 tyre is made of a rubber mixture based on recyclable raw materials. The production process is called BioTRED technology and will replace the conventional carbon black and silica found in tyres. This makes the tyre more eco-friendly.
Goodyear says the tyre has many benefits, including lower rolling resistance, resulting in noise reduction, lower fuel consumption, lower carbon dioxide emissions and less energy consumption in the production process. A spokesman for the company says: “This represents a new era in tyre design.”
Goodyear is the world’s largest tyre company. With headquarters in Akron, Ohio, the company manufactures tyres, engineered rubber products and chemicals in more than 90 facilities in 28 countries.
It has marketing operations in almost every country around the world. At the beginning of this month it promoted global marketing chief, Marco Molinari, to group managing director for the UK.