How Goodyear Overcame Poor Quality Perception Issues
In early 2012, Goodyear discovered through market research that customers had poor perception of the company’s products. Almost all negative comments came from the two most popular automobile forums in Vietnam - otofun and otosaigon – which have about 500,000 members total and more than 1,000,000 frequent readers. A key insight to this low opinion was the quality of Goodyear products stemming from consumer experience with the first batch of Wrangler tires installed on the pre Ford Escape 2009 models. Widespread consumer comments online blamed these tires for being too noisy and unsuitable for Vietnam’s road conditions.
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